Online CPM expectations range from lows of .10 per CPM to highs of $10+. The difference tends to be driven the uniqueness of the audience and how it is sold to an advertiser.
Sites that sell directly to mainstream advertisers or that have high monetization value to the advertiser tend to attract prices close to the $6 to $10 CPM range. Figure with a 6% click through on a 1000 visitors and an average $6 CPM and a 6% click through, figure 6% of that group will actually purchase, resulting in 3.6 purchases. Based on an average product margin of 30%, the advertiser would have to realize at least $5 gross revenue per item sold through your site.
The advertising networks such as Yesup and Right Media pay the publisher based on quantity of unique impressions delivered. Since there is a weaker relationship between what is being sold and the content it is surrounded by, these networks pay between .30 cents and .10 cents per thousand unique impressions delivered (could edge closer to $1 depending on the quality of traffic and advertiser success).
A good source of information is the Online Networks site. Another good source of information is Marketing Profs.
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