Raw numbers from today's Web 2.0 Summit: Federated Media, which sells ads for top video shows Ask a Ninja and Diggnation, claims to pull checks ranging from $10,000 to a cool million from advertisers. But if you're a unknown starting out, don't expect more than two to four dollars for every thousand of your viewers, say panelists here. Plus, you'll argue with ad buyers about how to measure your audience and their return. Advertisers will pay most for the classic "host endorsement," where the Ninja or Diggnation's Kevin Rose talks about their product during the show — a format widely used in the early days of TV. (Radio newsman Paul Harvey remains the master of the host endorsement, as proven by the Neutrogena products that pack my bathroom.) The takeaway from today's panel: Don't quit your day job yet. In 2007, advertisers still haven't opened up to spending big video bucks online.

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