Etology saw the need to empower Website owners by allowing them to sell their AdSpace directly to Advertisers. Advertisers can place ads directly on sites. Etology serves text ads and banner ads in all types of standard ad units, including banners, skyscrapers and inline ads.
Etology sets strict guidelines for its participating Publishers and Advertisers. They manually review each Ad for Network Package and empower the Advertiser to Approve or Decline a particular Ad. The goal is to show how ineffective mass marketing text Ads can be, as used by Google and Overture, and to show the effectiveness of direct targeted Ads.