Board Thread:General Discussion/@comment-5070188-20151202130010/@comment-1757994-20151220214738

452 wrote: The weird thing is that someone at Just Cause's publisher thought that both advertising to Club Penguin fans, and annoying them by by making them scroll down were good ideas that was worth paying for. So there are parties between companies that advertize and the ad you see on the web. It's unlikely Wikia has any contact at all with the companies whose ads display here. Wikia OTOH has complete control over what kind of ads it gets from the exchange. So if there's a full-page gaming ad, it's almost a sure bet it's there because Wikia wants revenue for displaying it and for people clicking on it.
 * Companies (like the game publisher) that want to advertize usually hire ad agencies. Small companies may do ads themselves and skip the ad agency.
 * Ad agencies place ads with advertizing exchanges (like Google ads, etc.)
 * Web sites (like Wikia) contract with ad exchanges to collect money for ads displayed and (possibly) clicked.