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What is missed in the debate over web advertising is that all other forms of advertising (print, broadcast, etc.) are just as nebulous, just as ignored. It's hit and miss, mostly miss. So then we fall back on concepts like branding to make us feel better.

The TV rating systems aren't exactly accurate, but they are used because they are "the best measure we have available." Huh. So along comes the web and it allows us to track click-throughs. Suddenly we're disappointed that advertising doesn't work the way we thought it did.

Get realisitic expectations. Five cents per click-through is a steal for the guarantee that the user at least loaded your page.