Introduction

Advertising drives the Internet.

That’s surely not something most of us imagined 15 years ago when the World Wide Web was still in its infancy, but it’s most definitely true today. The big Internet companies, such as Google, make most of their money by selling advertisements; even smaller websites make a fair chunk of change by allowing ads to appear on their pages. And businesses with products to sell and websites to promote have big budgets for online advertising, which turns out to be a very effective way to drum up new customers.