Contextual advertising, also known as dependent advertising, serves ads in a way relevant to users by making the connection between the individual viewing a web page and their browsing history, online characteristics or assumed areas of interest. Once an individual is identified online, a connection based on criteria such as age, gender, geographic location begins to filter advertising content fed to that person. If the data is available from cookies on the user’s computer, for example, feeds will be related to their purchasing habits. The advertising is highly targeted, thus effectively increasing the chance to turn users who are exposed to favorite products into customers. There are a variety of options for contextual advertising, and one of the most common is serving appropriate ads using Google Adwords. The predetermined ad appears on Google’s search engine results page and in other content websites, including YouTube.