The wiz just auctioned off the spots. I used to buy spots so am familiair with how it worked with him.
The estimated impressions for that spot can be published in the auction. I don’t think at all it is necessary to go by clicks, then you get involved in tracking and the beauty of simplicity is lost. So are profits as you will be investing a bunch of time.
The price per spot regulates itself as the bidders soon learn what each spot is worth to them.
Simple, straight forward auctioning of real estate is a care free, self regulating and profitable way to go. All you have to do once a month is look who won the spot and plop the ad in the spot.
I quickly found the spots at the wiz that gave me the most bang for my buck, and I knew when to stop bidding when a newbie kept raising the price. I was a happy customer. And the wiz was a happy camper, too. In the wiz’ case, the biggest bidder got tired of bidding and just bought all spots out. Not sure what the final contract was, but it is still ongoing. Been years now.
I recommend following the old saying: KEEP IT SIMPLE, STUPID!
PS. This way you will also attract things other than bookies, you may get top affs in the field, publications and whatnot. No telling what they would bid – could be a gold mine this way.