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This is a difficult topic. In non-adult, ads are a decent way to generate some revenue, but usually don't generate enough to cover cost. There are other revenue models site owners need to look at, but I can really only speak about non-adult.
For example, many blogs have abandons traditional banner advertising because the trade-off is too great. The ad networks display ads that are not relevant or even harmful to the blog's message. An example would be an ad for weight loss pills or fast food on a healthy eating blog.
Some alternative ways to generate revenue are the sale of content such as e-books, consultation services, and sponsored blog posts.
I simply don't believe that banner advertising has a future. How effective are they really? How efficient are they? And of course, what happens to revenue when people start blocking advertisement?
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