I may be naive, but isn't $1,000 per month for 100K unique impressions (as reported in the article) per day an insanely low price? Can anyone speak to how many ads run per month?
It works out to $0.33 CPM, it really depends if the traffic on the site converts at all. Without having used it before I liken ww.com to a Facebook like place to post ads, users that are using a service that has nothing to really do with purchasing intent. Depending on who your targeting/ what your selling this CPM price cold be money down the drain on Facebook.
Of course the ww.com traffic could convert way better, I have no idea.
I agree, industry standard is around 5$ for every 1000 pageviews. The site could perhaps try out other ad platforms to better make use of its inventory
The "industry standard" will vary vastly with the vertical you operate in (sports, technology, barbie dolls) and quality of your site and audience