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How much should you charge for ad space?

A buyer divides your price by the views they will actually get. Do that sum first, with a CPM that fits your readers, and your price will survive their calculator.

Where the slot sits

Assumptions: a slot above the fold is on screen on ~70 % of pageviews, lower slots less. CPM ranges are typical of direct-sold niche display, not a promise.

Charge each advertiser
€10/ month

Fair range €7 – €17 for about 1,120 views each.

€50
slot full, per month
€30
for you at 60 %

For comparison, programmatic display on a small site typically pays €4 – €24 a month for the same 8,000 pageviews (RPM €0.50–3, varies widely).

List a slot at €10 →

The formula behind it

Monthly price = views one advertiser gets ÷ 1,000 × CPM.

  • Views one advertiser gets: your pageviews × the share of them where the slot is actually on screen, divided by the number of advertisers sharing the slot.
  • CPM (cost per thousand views): what one thousand of YOUR readers are worth to an advertiser. A kitchen manager comparing software is worth more than a casual reader — which is why a small, precise site can charge more per view than a big general one.

Three mistakes that stop a slot from selling

  1. Quoting sessions instead of humans. Bots inflate raw analytics. Buyers find out on the first invoice.
  2. Putting the slot in the footer. Half your readers never scroll there: fewer views, lower price.
  3. Selling exclusivity by default. A slot shared by five advertisers at a lower price fills faster and earns more than one expensive exclusive that stays empty.

Ready to put a price on it? Create your slot in one minute, or read the full guide to selling ad space directly.