Negotiate a lower CPM

Individual website publishers or resellers of their banner ad space set a CPM rates. This rate can be for Run of Site (ROS) advertising or for targeted advertising. Prices will vary, but are usually negotiable and are often set based on supply and demand. Generally, the more money you plan to spend, the more negotiable this price becomes. Find out what a publisher’s CTR have traditionally been. You can then calculate the number of visitors you can plan on receiving to your website and weigh that against what you are willing to pay per visitor. Feel comfortable offering to purchase advertising on their website at the price that meets your business model. In a buyers market, which online advertising usually is, most publishers are eager to work with you to reach an agreeable price.