S ometimes advertisers do the work for you. Mark J. Welch , an estate planning attorney in Pleasanton, Calif., had an annotated list of banner advertising networks and brokers on his site. He says a caller-ID company that wanted to advertise on his site approached him after reading his informational page targeted toward webmasters, advertisers and advertising sales professionals. I n shopping for ad networks, brokers or outright advertisers, beware, Welch says. If the deal sounds too good to be true, it probably is.
Some companies default on payment promises, while others impose new rules retroactively.
Watch out for strangers, Welch says, who don't bother listing a street address, phone number or principals' names on a site. Make sure the information people give you matches up with the information in their domain name registration . U nless you physically visit a company, you're making a judgment call, and it could be dicey, says Paul Myers, who maintains VirtualBusiness. Net , a site targeted at micro businesses. M yers also worries about guilt by association.