i don't think 10 cents per impression is very reasonable unless you have very high quality traffic. what's more, if you charge that much, you aren't likely to see a lot of repeat business. after all, a great ad will still only pull in 20% if it is in a great location and is a truly stellar ad. most will pull maybe 5% or less.

10 cents per clickthrough is more reasonable, although still much higher than i would pay per click except to google or sites with extremely targeted traffic. otherwise i'd say 1 - 2 cents per impression, maybe 3 cents per impression if you have spectacularly targeted traffic (like all gay foot fetish) 2 - 5 cents per click, 6 cents to 8 cents maybe if it is highly targeted.