A logo and positioning line are sufficient to make an impression. Maintain a corporate site. But consumer brands should resist pumping up the site with product information. Save that money for creative campaigns. WHAT TO PAY Ad space and agency pricing mechanisms are still in flux.
Early advertisers can win favorable treatment from grateful sites and networks.
Lock up search engine keywords with a right of first refusal. Negotiate a first-sponsor rate in perpetuity. Sold-out sites like CNET don't need to take the risk. Instead advertisers should hold their agencies accountable for click-through results. So don't expect your agency to survive by commissions - plan to pay fees.