Hi, Do keyword match types, namely phrase and exact, effect the performance of a keyword on the content network?
My understanding is that matching options apply to the content network in the same fashion as they do to the search network.
I'd be more concerned about click fraud on the content network. It's the domain of all the PPC fraudsters out there. I've turned my content network settings off and haven't suffered any loss of income ... but enjoyed a definite decrease in advertising costs.
What does that have to do with the question being asked? The content network can be effective if used and tracked properly. Changes made earlier this year (like seprate bids for content/search networks) have been a big help. Click fraud happens in the search network as well - it's just harder to track and identify.