Ask HN: Web Site Ad Revenue

With Web site code running as intended, going live is on the way.

(1) What are some ballpark figures of ad revenue in dollars per Web page? What are the main causes of higher/lower per page revenue?

(2) What data does the site track to get paid -- ads displayed, clicks on an ad, ...? The site submits this data back to the advertisers?

(3) What are the standard ad formats, e.g., JPG still images, ..., MP4 videos?

(4) How to get the ads, i.e., from Google, from the advertisers, how?

(5) What are some initial Web site publicity techniques?