Immersive advertising is a trademarked term for the way Neopets displayed advertisements to generate profit after Doug Dohring bought the site.[17] Unlike pop-up and banner ads, immersive ads integrate advertisements into the site's content in interactive forms, including games and items. Players could earn Neopoints from them by playing advergames and taking part in online marketing surveys. Prior to the arrival of the NC Mall, it contributed to 60% of the revenue from the site[4] with paying Fortune 1000 companies including Disney, General Mills, and McDonald's