i think you just have to build a great site. take it as a product and the user is the customer. after this you can male some advertising. but dont do just one! take all. seo, sem, affiliate, display. but you have to know how you earn money with your site. like premium content or something.
It's important to say that we should to see what is the kind of advertisement? Where have to sale or purchase it? Most people who buy it? If it is service or products so what resource will be adapted buying traffic for you? so mostly people used to advertising by Search Engines for local or entire world and depends upon kind of products or service. I know you how to get much traffic for your service or product . I thankful to this community.