There are plenty of online advertising agencies, but these firms can't
help you sell advertising inventory. That's because ad agencies serve
media buyers -- the people who want to pay for ads on your site -- and not
the publishers, which is what you are. To sell ad space on your website,
you should turn to an online advertising network. Once you enter into
an agreement with the network and you configure your website to suit
their ad-serving software, typically by adding some HTML markup in the
desired location, they will provide you with a stream of advertising to
the targeted advertising space.
Before I go any further, I should mention that Google's AdSense is the
leading contextual advertising network. They have gone beyond the familiar
text advertisements to offer graphic display ads, so you can use AdSense
to accept colorful banner and skyscraper ads in your targeted space on a
pay-per-click basis. While AdSense users are not permitted to talk about
their numbers and I am in no position to give you any financial details,
I can tell you that AdSense is reputed to be among the most lucrative
CPC networks on the web.
AdSense is a thoroughly automated self-serve system, so you can open an
account and start selling your ad space without conducting negotiations
with anyone. You may have to wait a day or two for site approval,
which is usually granted as long as your website isn't engaged in any
Another leading ad network is AdBrite, which can place non-contextual
text ads as well as graphical display ads on your site.
AdBrite: Text Ads
The following ad-network reviews offer further recommendations, and will
give you an idea of what kind of revenue you can expect.
One of the older extant online ad networks and a survivor of
the past several years' string of bankruptcies and fusions,
Burst Media serves as a dependable, if not stellar, ad sale
outsourcing option for small to medium-sized ?specialty
content? web sites.
Burst?s asserted emphasis is on higher-paying
?site-targeted? ad placements, and publishers who succeed in
selling site-targeted ads through Burst generally speak highly of
their success in that regard. Those who do not receive targeted ad
placements may scrounge through a mid-sized multi-format mixed
bag of remnant ads at low CPM and CPC rates. Unfortunately,
many site publishers find that they receive nothing but these
remnant ads year after year, leaving Burst a fairly low-paying
alternative in the higher echelons of online ad networks.
Burst offers 468x60 banners, 120x600 and 160x600 skyscrapers,
little 125x125 button ads that no one ever seems to buy, 728x90
leaderboards, as well as popups and popunders.
* Geo-targeted pop-unders up to around $4.00
* Banners around $0.50 - $1.00 CPM or $0.10 - $0.75 CPC
* Site-targeted rates presumably higher
Internet Ad Sales: Ad Network Showdown: Burst Media Review
The sites represented by Tribal Fusion are individually segmented
into category-specific ad spaces, then inserted into an extensive
hierarchical categorization scheme with varying CPM rates. Overall
CPM levels are consistently higher than many of the competing ad
networks. Advertisers seem willing to pay this premium due to the
overall high quality of site content and visitor traffic, as well
as the low-risk testing and optimization options available. An
advertiser can launch a test flight for as low as $25 ? far
less than the $1,000 minimum buy required by Fastclick.
Because Tribal Fusion?s network is both highly selective and
relatively small sites may find achieving acceptance into the
network a challenging task. Sites must present a wealth of solid
content, a professional design, and a solid brand. Anything
run-of-the-mill is unlikely to make it.
Service is exceptional, both rapid and highly professional. Tribal
Fusion is clearly not a fly-by-night network, and its account
managers possess a solid business sense and a keen appreciation
for the needs of their publishers.
Tribal Fusion pays 55% of gross proceeds within 45 days after
the end of the month (Net 45). Sites are required to provide at
least 1,000 unique visitors per day for each ad space listed on
the Tribal Fusion marketplace. We have not seen any complaints
for late payment or non-payment of publishers.
If your website is a leader in its niche, tightly targeted,
and fulfills the traffic requirements, we highly recommend
Tribal Fusion. We believe the network provides probably the best
opportunity for maximization of inventory in the 468x60 ad space,
and would suggest placing Tribal Fusion at the top of your banner
* RON, min. $1.00 (may be lower on large buys)
* Category-targeted: $2.00 - $10
* Site-targeted: publisher-defined
* We?ve seen returns of over $2.50 pre-split
Internet Ad Sales: Ad Network Showdown: Tribal Fusion Review
Tribal Fusion: Publishers
In any event, we find Fastclick to be the perfect ad network for
both web publishers and online advertisers. The network features:
standard and Leaderboard banners with fair CPM and CPC rates,
300x250 and 180x150 rectangles, 120x600 and 160x600 skyscrapers,
300x600 half page ads, capped high-CPM onFocus popunders and InVue
ads; multiple defaults, fully user-configurable and including rich
media; and a perfect record for accurate and on-time payment with
probably the fastest turnaround time on the web (NET 25). The
publisher interface is the best there is, offering complete and
effortless control of campaigns, blocking, image or html defaults,
and timely reporting. Share to publishers: a whopping 65%. Minimum
volume: a very forgiving 3,000 impressions per site per month.
Minimum traffic: 3,000 impressions per month.
Update: Fastclick was purchased by Valueclick in 2005, and
integration of the two networks, which should provide increased
revenue opportunities for publishers and a broader potential
audience for advertisers, is ongoing.
Internet Ad Sales: Fastclick Review : Fastclick Online Advertising
As you can see, at least one site gives Fastclick their top
recommendation. Because Fastclick has merged with ValueClick, you'll
want to visite ValueClick to join this program.
ValueClick Media: Publishers
Here are some further advertising networks you may wish to consider.
RealCast Media: Publishers
Premium Network: Publisher Solutions
Mamma Mia: Publishers
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