i think one thing that will solve all of this and needs to be done is that administrators should get some $$ for just putting the ads up, not click based. that's what i see being done in some years. cuz thats exactly what TV does. people have to pay for an ad to be aired, not pay according to how many viewers buy the product/actually see the ad. same thing with newspapers. just displaying them is and should be enough. isn't that the definition of advertisement. if i put an ad up in a paper, i have to pay, regardless of how many people read the specific ad.
as for the amount of money, i think traffic can sort that out. same for tv. superbowl - more, mad men - less.
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