Well, if the author is in contact with the advertiser directly and are selling impression instead of clicks, then why yes, of course the advertiser would be oka

Well, if the author is in contact with the advertiser directly and are selling impression instead of clicks, then why yes, of course the advertiser would be okay with it. Its like TV hosting the ad of the advertiser for a period of time. If the TV wants to tell people buy the advertiser product, then most of the advertiser wouldn't mind. If however, say KFC is advertising on the TV, and instead of impression, they are taking a cut whenever someone who watched the TV goes to KFC, then the situation would be very different. Which is the case of Google, where each click has a cost. My advice to him, instead of depending on Google, just get the advertisers directly and just charge by impression, or at least a fix charge for a period of time. Since there are value in the stuff he is doing, I would believe that there would be advertisers willing to pay anyway, just a matter how much. The only downside going that way, now he has to do the marketing to potential advertisers as well, as opposed to Google doing it for him previously.