| INTRODUCTION |
| Who This Book Is For |
| What Will You Learn From This Book |
| What this Book is Not |
| PART I – ONLINE ADVERTISING ARBITRAGE: PLAYING BOTH SIDES OF THE ONLINE MARKETING MARKET TO MAXIMIZE PROFIT & WEBSITE VALUE |
| Market Basics |
| Basic Market Components |
| Supply |
| Demand |
| Price, Bids, Asks |
| Elasticity |
| The Online Advertising Market |
| The Product |
| Pricing |
| Demand |
| Supply |
| What exactly is Arbitrage? |
| Online Advertising and Arbitrage - The "Click Thru Value Chain" and Commoditizing the Market |
| Development, Traffic, and Hedging Your Cash Flow |
| The Two Sides of the Internet Marketing Market |
| Bringing Money In: Matching Revenue and Expense Streams |
| Where the Advertising Budget Should be Spent: The Law of Diminishing Returns |
| Major PPC Programs |
| Major Affiliate Programs |
| Major Contextual Ad Programs |
| PART II: Valuing a Website: What is Your Site Worth? |
| Introduction to Professional Valuation |
| The Headaches |
| The Foundation |
| Diving In: Understanding Present Value |
| Earnings Risk and the Discount Rate |
| Discounting a Stream of Future Cash Flows |
| Website Valuation Using the Discounted Cash Flow Model |
| Historical Growth: Geometric Mean vs. Average |
| Terminal Value |
| Relevant Cash Flows |
| Simple Model – Discounted Cash Flow Website Valuation |
| Less Simple Model – Discounted Cash Flow Website Valuation |
| Valuation Analysis Line-by-Line |
| Summary of Discounted Cash flow Analysis for Website Valuation |
| Other Website Valuation Analysis Models |
| Market Value Approach to Website Valuation |
| Summarizing Website Valuation |
| A Note on Using Metric Multiple Website Valuation Models |
| About the Author |
| Get it all Now! (instant .pdf download) |
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Prowebvalue Blog: "Adventures in Buying Websites"
