[melvinram]

Selling adverts on a quality site is under utilizing a site in many scenarios, IMHO.

If your ad space will be profitable for the advertiser, become your own advertiser. Pivot to generate more direct revenue. I'm doing that on a number of sites of mine and it's working well.

Example: Google is getting into the loan lead generation business (http://adwords.blogspot.com/2009/10/introducing-adwords-comp...) and the airlines business (http://www.google.com/press/ita/) because they know that by letting advertisers get access to their audience, they are leaving a lot of money on the table.

I see their trend towards trying to get more of the pie continuing over time to expand into banking, movie tickets, car rentals and a gazillion other industries until they start coming close to the antitrust lines because it's a huge source of revenue.