Cost for Web Ad's
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basically ad rates are determined by CPM (Cost - Per - Thousand).
Meaning, you pay X dollars for every thousand impressions that are served out. Bulk, not unique.
Then there is also CTR (Click-Through-Rate) which is the percentage of your traffic that atually clicks on the ad.
Typically CPM's will be anywhere from 5 - 25 dollars so if you're sellling 100K impressions then your flight rate would be between 500 and 2500.
I wouldn't sell the space using any sort of calendar constriction, instead, sell a guaranteed number of impresssions.
For Example:
CPM = 15
GIMPS = 300kTOTAL = 4500
Your CTR should be somewhere around 1 - 5% on average, could be higher depending on the ad format and how effective the creative is. However, don't provide any sort of CTR guarantee because that's all dependent on the product and the design of the ad. Things that are out of your control.
If I were you I would target the booze companies, they're the most likely to place a buy with the site you've got.
Good luck.