CocaCola on Top100.ro

Many users considered Top100.ro a “dead” project – this is a very old website and it seems that nothing is new there since 1998 (same design, same news, same stuff). Although nothing happens inside, the website still has a good traffic (30.000 unique users/day average) and among the little ugly banners, we had the chance to see CocaCola ads since 2005. This week is a great one for top100.ro as they introduce the leaderboard format and of course, they have the traditional Sprite commercial running crazy on it.
Please note that they still don’t have an ad server and all the ads are served from a virtual “bucket” :)(no targeting, no tracking, no nothing). Over 60% of their traffic is coming from outside Romania so I wonder how this contract is explained in Romanian Coca Cola financial books?
Is it money well spent?:)