Install auditing tools that prove the traffic volume at your site. Stick to industry-standard banner sizes and formatting. Be prepared to sell ads. Have an in-house sales staff ready or a contract with an agency. We're not there yet.
Hurdles remain, particularly for small to medium sites.
Their best hope of cashing in on ad revenues will be developing highly defined target audiences and hooking up with ad-selling firms. The ads you see on AnchorDesk pages, for instance, are mostly sold by SIM, which is part of our extended corporate family. Web advertising is about to get slick, and with good reason. In theory, the Web should be able to produce the most instantaneous and detailed measurements of an ad's effectiveness ever seen. Smart marketers know this, and big money is starting to roll in from the same companies that bankroll huge TV and print campaigns.