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When is it worth doing more than just Google AdSense to drive advertising revenue on your web site?

These days online advertising is becoming more and more commoditized. So smaller online properties have a decision to make. If you can invest almost nothing and get revenue from Google AdSense, when would it make sense to hire a direct sales team and go straight to the brand or advertising?

Assumptions:

- Nitch (but valuable target): e.g. Parents or teen agers

- Size 5-10MM uniques and 100MM views

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