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This aggregation of data is called behavioral targeting.
Advertisers may also deliver ads based on a user's suspected geography through geotargeting.
Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.
In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.