Blog marketing is used by online advertising companies that take advantage of the high traffic of blog pages to place topic-relevant online advertising such as banners on these pages. The online advertising is mostly matched to the blog topic. Google Adsense is one of the biggest blog marketers and is able to match the blog topic with the targeting of the customer target groups. In addition, blog marketing is used by companies to deliberately influence the content of blogs. This takes place, for example, in that professional bloggers or influencers write product-friendly blog entries against payment or relativize or counteract negative entries.