Document detailing prices for various ad placement options.
While a rate card lists ad prices, among other things, it might be a disservice to regard it as a fixed price sheet. In some respects, the rate card functions as a PR piece, as sites attempt to position their starting CPM rates in line with sites of a similar stature.
Currently, few sites are fetching the prices listed on their rate cards, and many negotiations begin at significantly less than the listed price. The stability of the price is directly tied to the supply demand for a specific audience.
see also: Digital Marketing Tools