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Publish Your Ad Online

Banner ad exchange program with other websites

You can exchange display ads with another website and for every 2 of their display ads seen on your website; one of yours will be displayed on their website.

The biggest advantage of joining a banner exchange program is that it allows you to post your banner ads for free on different websites. The disadvantages are that you can’t control what ads are going to be on your website and you won’t be able to decide the position of your ads on their website. It’s usually the exchange program that is in charge and you may not like where they put your ads or their choice of ads for your website. Some major banner exchange programs are:

• LinkExchange
• BannerSwap
• SmartClicks
• Free Banners
• LinkBuddies

Pay publisher sites or banner ad network organizations to post your ads on a variety of websites

Put simply, banner ad networks act as brokers between advertisers and publishers. Like banner exchange programs, they’re in charge of placing an advertiser's banner ads and tracking all activity related to that ad. But again, the advertiser doesn’t have much control over placement. The advantage is that the extensive services ad networks provide are available at an affordable cost.

With the availability of several banner ad networks, it’s very important to do your research before you choose one. Larger banner networks sell advertising space from high-traffic publisher sites, which is expensive. Some banner ad networks offer affordable advertising space on smaller publisher sites, and some networks offer discounted "remainder" advertising space, also known excess banner inventory. You can choose to pay websites or organizations by the cost per impression or pay per click method. Some major impression networks are:

• DoubleClick
• Flycast
• BURST! Media
• ContentZone

Some major click-through networks are:

• Banner Brokers
• ValueClick
• BannerSpace
• eAds

Approach websites yourself

To place advertisements this way, you have to approach each site individually, and follow their advertising rules and pricing packages. This method gives you the ability to control your ads better. You can choose websites with relevant content and can even choose your ad’s location. This can be a cheaper alternative of advertising if you target small websites that don't attract a lot of other advertisers. Larger sites have a set advertising package with a relatively high price tag.

Most websites sell advertising space on a CPM basis, with a package of a certain amount of impressions. CPM usually depends on the popularity of the website or its type of audience. High traffic websites will charge more, as will websites of a targeted niche or demographic.

Use a digital agency

The benefits of using an agency are their expertise. They help you find the best publisher sites for your ad and make best use of your budget by negotiating the price of banner ad space. Advertising agencies also have a creative team to come up with campaign ideas and artwork. These agencies usually get better prices for advertising space because they have a lot of clients and can buy impressions in bulk.

The biggest drawback of this option is that advertising agencies will only deal with a client or account of a particular size or budget. If you have a limited advertising budget, you can opt for actual banner ad placement instead of paying for marketing strategies and high-end banner design.

Use an affiliate program

With this method, you pay publishers of your display ad only when you get a specific result like a particular amount of clicks or purchases. You can pay the publisher a percentage of your profits based on these results. Unlike traditional banner advertising through a banner network, you don't have to pay based on click-through or impressions in bulk. You pay a small amount for each click, or you pay a percentage of your profit from a referred visitor.