Ask HN: Recommend book(s) about monetizing a web site/application?

I have a web application in the early development stage. I have a (humble but ambitious) plan to achieve reasonable amounts of traffic compared to the competitor sites or the sites with similar functionalities.

Let's assume (fast-forward when version 1.0 of the site is online) that the amount of visitors of the site are according to the plan. Since the functionality offered by the site is completely free, how does one monetize the traffic to the site? And more specifically, are there any books that discuss the general methods/mechanisms for making money out of "popular" sites?

I've researched for books about monetizing but I've found mostly books about making a product/site popular (something that I humbly assume that is already a fact).

Thank you for your time.