Advertisers are paying millions to companies whose practices are often borderline and an annoyance to Web users. The problem is what to put in place of distributed advertising.

It's definitely going to be harder than it sounds to acquire millions of users in the U.S.. It's going to be a lot of work, and you can't make light of that.

(W)hen there's more engaged users, more advertisers want to be in front of them,

Our advertisers are extremely happy with the results they've had as a result of being on the Playboy Web page. And it's because of this incredible amount of traffic we get.

Users spend most of their time on other websites.

Multinational companies have spent tens of millions of dollars building their Web sites and related e-business infrastructure and marketing to create brand recognition and loyalty. Unless these companies understand what drives customers to their Web sites and what keeps them there, there is no assurance that these efforts are being directed where they will have the most impact.