have a more effective system they collect user data and offer them customized advertising newspapers cannot do that instead they auction off their advertising space through their biggest competitor. we visit a news paper website the blue cross at the top. at the time was brokered by google . so their blue cross means it means the ad has been played in from google's network of appetizers so google knows you need a washing machine and has played the corresponding adverse to terms with their friends have a second million you don't notice a thing. in the advertising space was basically auctioned off in the background it's a complex process operating in the background in real time anyone who uses the internet will be from. with the phenomenon of adverts following them around and it's a revolution for the entire advertising market with. google