It really does depend on how niche your content is and how much demand there is for your site and for that type of content. Finance and automotive websites tend to get higher CPMs - especially for peak seasonal promotions like RSP/Tax season and auto shows, etc. When you're starting out, you will likely get much lower CPMs but as demand increases and your avails start to sell out, then you can ask for higher CPMs. Again, it may vary based on more popular areas of your website, time of year and demand.