Let me explain what I mean by targeting. In the chart below you'll see how CPM rates can get very high for a few select categories of websites. Most, however, fall into the category of untargeted or semi-targeted. Degree of Targeting Examples Approximate CPM Untargeted Visitors to a search engine's front page, a portal site, or information site on a general topic such as presidential politics. Sites that carry advertising are getting much more aggressive about selling ads.
Media buyers find it easier to deal with a few large ad networks than dozens of smaller sites.
While advertising can be a substantial revenue source for some sites, you're safer to plan other streams of revenue to supplement it. Referral Revenue Referral revenue describes income you receive from referring visitors at your site to another site where they make a purchase, sign up, or take some other kind of action. There is a fuzzy line between referral income and advertising. One of the most popular types of referral programs are Affiliate or Associate Programs. It sounds like a pretty easy way to make money.