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It is not necessary that adverts bring in the maximum revenue for a content provider. There are various avenues available for a content provider to bring in revenue:
These are just a few options. There are more, quite often tailored based on what the business is actually about. Essential for any content provider is to model its revenue generation based on the simple but critical question - What is in it for me? - be it for a content consumer, a content generator, a content requirer or a content forwarder.