The difference is in the objective. While space beckons explorers to discover the mysteries of the universe, the primary aim of walkers in cyberspace is to make money online. They are basically people who are looking to market their products and services the cost effective way and reach unprecedented numbers of people.

Yesterday’s ‘Anakin Skywalker’ Google is now the dark man behind the mask, the ‘Darth Vader.’ And this Darth Vader is now being challenged by the next hip and young protagonists.

Surprised? Google and Darth Vader seem like an impossible connection, right? Let’s consider the whole story.

Just seven years ago Google was the young and upcoming hero but most people preferred Yahoo for their internet searching needs. This is apart from Yahoo’s dominance in those days so far as the email, chatting and groups are concerned.

Then Google trounced Yahoo as the most used and most beloved web portal. It is the superpower now and has become all pervading Internet ‘Darth Vader’ almost overnight.

But there is chink in the armour of the Google – its AdSense program, the crowning jewel of the Google fortune. It is the Kryptonite that will probably transform Google into a mere mortal.

Yes AdSense, once the much-loved standard for internet advertising, might spell doom for Google if current statistics are anything to go by. These statistics point to AdSense losing its dominating grip on the internet with considerable losses in its market share.

Reasons for this state of affairs are quite a few but the prominent three are:

• It is confusing and slow.

• It does not give control to the publisher regarding the kind of ads he wants displayed on his/her pages confirming to the relevancy of the content and key words.

• It does not give continuous returns to justify the cost and efforts.

This has spawned many an advertising networks who through their agility seek to kill the big but sluggish goliath named Google. And it seems like more than a few are even declaring victory.

But who are they or to reword the question, what are websites who switch away from AdSense adopting as their marketing platform?

To be frank there are quite a few of them. As web hosts look to satisfy the websites’ hunger to find the specialty companies that are customized to the specific advertising skill sets, they run into hundreds of them, companies like:

1. Clicksor

2. Yahoo Publisher Network

3. All Feeds

4. Fast Click

5. Veoda

Some of the many alternative companies out there are excellent sources but many still are not. Ok, technically equipped people might, just might, be able to discern the better amongst the hundreds of such alternatives. What about the others? There is help available for the uninitiated, the unsure and those who want a solution to their internet marketing campaigns.

As the internet gets bigger, people will be searching around for more specific companies to help service their needs but remember, whichever company you choose, just make sure that it has its feet firmly planted on the ground.