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If you mean advertising to surfers, don't just pay for traffic assuming the surfers you get will click on your sponsor links and make you more money than you paid out in advertising. Remember that the person who sold you the advertising could have simply sent the traffic to a sponsor, so the price you pay will be higher than you could make this way.
There are (as far as I know) only three ways to make money using paid for traffic:
1. Use the traffic to seed a 'traffic exchange' site.
2. Be a brilliant marketeer, and be able to sell hard to all surfers you get (and I do mean 'brilliant marketeer', not just 'very good marketeer').
3. Be selling something most people desperately want, but that no one else sells (good luck on that one).
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