So, if you were a website with high daily page views, where would you go to sell your space? How can a popular site cash in on its viewers without annoying them to death with popups? (no offense webmasters, they just annoy me as a surfer)
If "space" means banner impressions, most aren't. Engage, Burst, and other banner brokers are down to 65 cents net CPM for their better sites not serving pop-ups. Some webmasters are reporting an effective rate of 7 cents CPM. I would advise anyone building a site on the past banner revenue models to pull the plug now. Banners, for most sites, will only produce sidebar income.
added: Targeted in in, but being found by a media buyer is tough. If your site produces opt-in PII, it goes a long way in convincing them if/when they DO find you.
When you look at the reality of web advertising right now, it is either Targeted or die. Both burst and engage are running 50-80% defaults. That makes bottom like effective cpm's in the .10-.20 range. At that point it is questionable whether a site can make it or not. Seems like the brokers are currently trying to hang on to their longer term site contracts and rewarding them with more banners - while those that sign up short term (month-to-month or quarterly/yearly) are getting a much higher rate of defaults.
We've been running many targeted ads this fall that are down in the $4-$6 range. Last year those would have been $12-$15 ads. If it weren't for targeted, I'd be looking hard for other sources of income.
If I had the staff and a good sales person, I know I could easily outsell what the brokers are sending us. If you have the inventory (50k a day or more) I think this is the way to go. I'm slowly testing the waters.