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As with print ads, just because customers view an online ad doesn't mean they bought anything.

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Kelly won't divulge the details of his contract with AltaVista but doesn't quarrel with industry estimates that a provider of specialized information can earn as much as a nickel per page-view by sharing ad revenue with the portal.

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As suggested above, ad-based internet businesses like Facebook are driven by the number of dollars per page view.

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Chahal says typically only 2 to 4% of players view offer websites, resulting in around 25 to 50 cents in cost per thousand impressions in ad rates.

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