"Attention Brokerage" is one of the latest developments in the field of online advertising. The first Web-site applying the concept of selling and buying attention is Cybergold. Users, who want to earn money have to register and then look at ads, which, of course, they have to prove by e.g. downloading software. Attention, according to this idea, represents a good, which is worth being paid for.
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Founded in 1985, America Online is the world's biggest Internet service provider serving almost every second user. Additionally, America Online operates CompuServe, the Netscape Netcenter and several AOL.com portals. As the owner of Netscape, Inc. America Online plays also an important role in the Web browser market. In January 2000 America Online merged with Time Warner, the worlds leading media conglomerate, in a US$ 243,3 billion deal, making America Online the senior partner with 55 percent in the new company.