selling direct advertising on my site

I hope this is the right forum :-) I received an email from a company wanting to advertise on my site. I do know that advertisers require some kind of "accounting" for page/advertisement views. Any recommendations on those? Also .. they wrote: "... We are interested in advertising on your site for both traffic and branding purposes. Please write back with a proposal with 'beyond the banner' exposure opportunities." I'm not sure how to interpret 'beyond the banner' exposure opportunities. What should I think about when writing a proposal? Any help is appreciated, thanks!