This post was kindly submitted by Kel McDonald.
Most people in webcomics stick to Project Wonderful, which is good starting point. But there are so many ad companies out there, which can have a bigger pay out. This can be especially effective when you set up a chain of ad companies. Setting up a “chain” means when the first ad server can’t give you an ad for every page loaded, they offer to pull an ad from another ad company that you’re affiliated with. This is also called a “default.” – as in, “when we can’t serve an ad to your site, who would you like us to default to?” And, provided the second ad server you do business with offers a default option, you can chain to a third, and so on.