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Display advertisers frequently target users with particular traits to increase the ads' effect.

Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.

This aggregation of data is called behavioral targeting.

Advertisers may also deliver ads based on a user's suspected geography through geotargeting.

Online ad revenues may not adequately replace other publishers' revenue streams.