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One simple way to get actual online advertising rates is by going to major Web sites and clicking on the Advertise link that often appears at the top or bottom of the home page.

Newspaper sites in particular post many of their online rates this way, which provides a snapshot of what media sites want to publish ads and also what advertisers are willing to pay.

Rates are usually determined by several factors including:

  1. The position on the page. Higher positions get higher rates.
  2. The size of the ad.
  3. How many impressions are delivered. Volume discounts are common.
  4. The length of the contract, with longer terms often getting discounts.
  5. Market demand, which may fluctuate based on the time of year or state of the economy.
  6. Competition.
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13y ago

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