Contract term in which one party grants another party sole rights with regard to a particular business function.
Some advertising networks demand exclusivity. Some do not demand exclusivity, but offer a higher rate for an exclusive deal than the standard rate given to non-exclusive deals.
Most rep firms require exclusivity due to the in-depth relationships they have with publishers.
A couple of affiliate networks have tried demanding exclusivity of their merchants, but other affiliate networks have tried to exploit this by promoting their non-exclusive terms.
Some affiliate programs demand exclusivity from affiliate within their product category, but they are exceptions, as few affiliate programs are in a position to make such demands.
see also: Digital Marketing Tools
Exclusivity Still Sucks
ClickZ (May 25, 2001)
ClickZ (March 24, 2000)