According to a report from PubMatic display ad rates on ad networks drop in the third quarter of 2008, according to an Advertising Age article. The rate per thousand impressions averaged 27 cents down 21 percent from the second quarter. This follows a drop of 8 percent from the first to the second quarter. Small sites (under 1 million monthly page views) averaged 61 cents, medium sites (between 1 million and 100 million) averaged 31 cents and large sites (over 100 million) averaged 18 cents. According to a New York Times article, Forbes.com, ESPN.com, and CNN.com have stopped using ad networks this year in response to lower ad rates.
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