Name: Steven Bradley
Location: Boulder, Colorado
I'm not sure there's really an accurate way to get another site's traffic. A lot of tools (Alexa included) will attempt to measure site traffic, but without the cooperation of the site in question they all have to guess a little.
You can try comparing Alexa or Compete data to other sites in the same industry and get a feel for where they are in relation to each other. If your site is in the same industry you could compare with your site since you know your own traffic. Don't put too much faith into any of the numbers, though.
Tools like Alexa are skewed when it comes to real numbers because only certain people will install their toolbars. Typically web savvy people so tech savvy sites usually show more traffic than they really have. However if you compare two tech sites to each other chances are the one with the better Alexa or Compete ranking does get more traffic. Doesn't have to and again the numbers shouldn't be trusted, but it's ok for a quick judgment.
What you might do with the advertising is simply buy it for a short time, maybe a month or two. Set up something to track how often the ad is viewed and then after the month or two is up you'll know the numbers and can re-evaluate buying the ads longer or negotiating over the price.
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