“Today, whether you’re the New York Times or a blog, you can put a couple lines of HTML code on your site and it will display Google ads—targeted to whatever content you’re providing. Again, it’s self-service: no permission or phone call required. Every time an ad is clicked on, the advertiser pays Google, and Google passes some of the money on to you. Google doesn’t care whether you’re a professional or an amateur, or how narrow or broad your content may be.”