Q. How do you obtain ad inventory and where do you serve the ads?

A. We buy the impressions from the ad networks. We are willing to buy from every ad network. Because of our micro-targeting capability, the CPMs we can charge our advertiser are quite a bit higher [than what networks can charge].

Q. So you're acting as an ad network yourselves.

A. Correct, but we don't want to replace existing ad networks we run on top of. We're not looking to buy directly from publishers. We're more interested in ad networks because they give us the best reach.

Q. Can you name any ad networks you're working with?

A. ValueClick would be a name.

Q. So why not share the names of ISPs you're working with?

A. Customers don't like their vendors talking about them. We are not going to be talking about our ISPs. They are going to be talking about their businesses. We do require them to tell their customers and provide an opt-out.

Q. How do they tell them?

A. They have different ways of doing it. Some say putting a notice in an invoice is the right way. Others believe sending an e-mail is the right way. For some of them, they have a privacy statement that completely covers what we're doing already. In their privacy statements they need to mention that their browsing activities are going to be monitored.