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that , in turn , are funded by large , mainstream advertisers . Not surprisingly , one of the first advertisers is the H.W . McDonald was impressed enough by the gift and by a four-page Ebony feature on Henson that Zenith became Ebony 's first major corporate advertiser in the 1950s and helped persuade other major corporate advertisers to follow , a major breakthrough at the time for black-oriented media . Reinhold van Ackeren , head of mobile marketing at the Global Competence Center Media & Brands , says Proximity knows about consumer needs , the advertisers and the marketing industry , while Ericsson and its partners understand solutions from the technical perspective . We want to feel good about ourselves , the advertisers want us to feel good about their products , the producers want the advertisers to feel good about their news shows , the state wants the producers to feel good about its government . Even though we state that we do not endorse our general advertisers , nevertheless the fact that they appear in the publication means implied endorsement . These networks too provide protection for the advertisers against click fraud . A dishonest retailer might collect unredeemed e-coupons by downloading them from the advertisers ' web sites , by secretly duplicating e-coupons presented by customers before redeeming them , or by generating fake e-coupons . Not just the advertisers themselves but also site owners who may want a chance to earn a little pocket change to help cover their hosting fees or whatever ?