If your website has specific columns or events (for example, a weekly podcast, an interview series, a monthly survey, a weekly contest, a special project, etc.) you could get companies to sponsor those columns/events individually. This technique increases the monetization options for a website owner, while giving advertisers the possibility to target a more specific audience. It also lets advertisers commit less than they normally would have to. So this is definitely an attractive option for both advertisers and website owners.
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