Knowing the audience well is of prime importance in creating a rewarding banner campaign. The audience can be people from the same industry or a more general group. You should visit various sites that cater to your target audience, ask them for their advertising rates. Be sure to contact the big sites as well as the smaller ones. In addition to asking them for their advertising rates, you should ask them for web site visitor statistics esp. number of unique visitors, number of page views, the browser and platform (Operating system) breakdown for the visitors.

What is the difference between unique visitors, page views and hits?
The number of unique visitors defines the number of different individuals who visit the site. You might ask: how does a computer know that a particular visitor on that day is unique? Computers count to a visitor either using a cookie or checking the IP address of the visitor.
Assuming you have 24 net connectivity (don’t we all), if you visit a site in the morning and then check it again in the evening, chances are that your second visit would NOT be counted as a unique visit as you would most probably be using the same IP address as you had in the morning. However, if the site uses cookies, your second visit *might* be counted as a unique visit (this depends on how the cookie was configured).

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