Types of advertising can be seen on a scale from more intrusive (and thus potentially
annoying to the consumer) to less intrusive. In the same way, payment models can
be scaled from those that favour the publisher to those that favour the advertiser.
When planning a campaign, it is important to know how the advertising will be
paid for and what kinds of advertising are offered by publishers. A lot of this can
be solved by using a company that specialises in advert serving, media planning
and media buying.