How to price website advertising.

Define what one purchase buys.

A number cannot be judged until the buyer knows its unit. Start by writing one sentence that describes the transaction: for example, “a 30-day run in the 300×250 article sidebar on example.com” or “a configured delivery quantity across two named directory placements”.

Include the website or network, page location, creative size, duration or quantity and whether delivery is shared. If those details change, the product changes—and the price may need to change with it.

Use factors you can describe honestly.

Direct advertising lets a publisher price context as well as delivery. Useful inputs include:

• Placement prominence: where the space sits and on which page types it appears.
• Relevant audience context: what visitors are reading or trying to do around the advert.
• Delivery commitment: the configured duration or quantity in the package.
• Creative constraints: the exact dimensions and work required to review or fulfil the campaign.
• Scope: one placement, one website or a defined multi-site network.

A D14 website is verified when its placement snippet loads on the domain. That check confirms control, not a traffic level or demographic claim. If you publish audience or traffic information, explain where it came from and keep it current.

Account for exclusive and rotating inventory.

Single-sale and rotating campaigns are different products. In a single-sale campaign, the first completed payment closes new checkout and the accepted advertiser receives the campaign’s paid inventory without other paid creative joining it. An unfinished checkout does not reserve the slot.

With weighted rotation, several eligible paid adverts can share a placement. The package weight contributes to how delivery is selected. This can create more saleable capacity, but each buyer is purchasing shared rather than sole paid inventory.

Do not imply exclusivity on a rotating package. Put the model in the description and reflect it in the price. See the full inventory comparison before deciding.

Work backwards from the amount you need.

List the costs that apply to your sale before setting the public package price:

• D14 invoices the publisher separately for 7% of each marketplace sale.
• Stripe or PayPal may charge processing fees under your own provider agreement.
• Taxes may apply according to your circumstances and the transaction.
• Creative review, account handling and campaign support use publisher time.
• Refunds and chargebacks remain on the publisher’s payment-provider account.

The advertiser pays the publisher-set package price directly through the publisher’s connected provider. D14 does not add its 7% as a buyer surcharge or deduct it from that checkout capture.

Use a simple first-pricing method.

1. Write the package in one sentence. If it cannot be explained clearly, finish defining it before pricing it.
2. Choose your minimum acceptable net amount. Include fulfilment time and the value of committing the space.
3. Allow for known percentage and provider costs. Do not treat the public price as your final proceeds.
4. Compare genuinely similar offers. Look for the same niche, prominence, duration and inventory model—not merely the same banner size.
5. Publish, then review evidence. Enquiries, completed sales and repeat buyers are more useful than arbitrary price changes.

Avoid inventing urgency, audience numbers or guaranteed outcomes. A clear modest package is easier to evaluate than an impressive-sounding offer that cannot be substantiated.

Review the offer without moving the goalposts.

Once a buyer has paid, honour the package as described unless both sides agree otherwise. For future buyers, revisit the price when the placement, duration, delivery unit, exclusivity or real demand changes.

Keep separately priced campaigns for materially different inventory. A sidebar square and a leaderboard usually have different layout roles and creative requirements; forcing them into one package can make both the price and asset request confusing.

Use delivery reporting to understand what occurred—served, rendered, viewable, clicked and invalid events—but do not present those events as guaranteed conversions or revenue.

Common website advertising pricing questions.