Because there's less risk to the advertiser, this model is often more appealing to advertisers who haven't done business with you before. After your site gains momentum and begins to show more value in terms of traffic and number of advertisers, you can graduate to CPM or CPI pricing. After determining whether you'll base your rates on CPA, CPC, CPM or CPI, you'll take that information and develop your rate card and online media kit . Decide on the minimum number of pages an advertiser can contract for and whether you'll allow discounts. Depending on site traffic, you might make the minimum number of impressions purchased from 100 to 10,000.
Agencies receive a discount to encourage repeat orders.
Before you begin selling ads, you'll need a mechanism for displaying banners on your site . Banner ad rotation software , such as AdManager , AdJuggler or Open AdStream , lets you set up and maintain multiple ad rotations so all your advertisers receive equal treatment. The software can control how often and where a particular ad appears on your site, based on how much the advertiser paid. Prime page locations cost more. Most of these software packages feature sophisticated tracking features that enable you to offer your advertisers complete ad performance reports at the end of a campaign.