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I intend to sell small banner ads as well as job ads on my site. The job ads I'm less worried about because I can look at similar publications, get their rate cards and price myself according to my traffic. I have no idea on where to even begin pricing banner ad spots.

I have read about some of the terms, but whenever I try to find numbers, real numbers not just % change over the last year, the author is usually trying to sell me their service.

Where can I find objective data and information for how to price banner ads?

My inclination is to go by Page Views which I think translates to CPM?

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take a look at advertising on facebook, and google. You do not actually have to advertise with them but you can get a feel for how much they charge. Facebook recommends around $.30-$.50 per thousand impressions (CPM)

Other ways to do it is charge per month which is what a lot of sites do. you can take a look at buysellads to get some ideas about what people are charging.

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Am I correct to roughly equate page views on a specific page with impressions? – Rob Allen Oct 22 '09 at 18:37
yes a page view is an impression. – CoryMathews Oct 22 '09 at 19:21
just to note: a "hit" is not a page view, a if you have 20 images on a page you will have 1 hit for each image plus 1 for the page itself. – CoryMathews Oct 22 '09 at 19:28
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Hits are so 1998. – Rob Allen Oct 22 '09 at 19:43
in your opinion would a site publisher using the BuySellAds monthly style be able to get more or less by going directly to potential advertisers? – Rob Allen Oct 22 '09 at 19:45
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