A chain structure too is made up of links, but these are individual links and linked only to the one before and after it. If one link breaks or becomes weak, the whole structure is redundant and is useless. The traditional way of advertising is to appoint an advertising company to manage the advertising for the company's products and services in different ways and through different mediums. These include billboards of different sizes in different places, different ads for different cities and states, distributing fliers, TV ads, videos, events, newspaper ads, etc. Can an advertising company do all this throughout a country or worldwide without a network of contacts with different companies? An established network of companies providing different services is essential for an advertising company. In the same way that traditional businesses utilize advertising companies and networks, an online advertising network of websites uses the interlinking structure of the Internet to its fullest advantage by providing online business advertising and multiple avenues for advertising.

A company with an online presence, or an entrepreneur offering services, expertise, or products through their website requires advertising just like a traditional business. A business that does not advertise or does only a little bit of advertising is more likely to fail. Today there are billions of websites on the Internet and hundreds of websites offering the same type of services, for example Car Loans. Every online business tries to rank organically in Search Engines for keywords, but only a few get to the first pages. The rest have to resort to advertising, along with trying to rank in organic searches, to acquire customers. Proper online business advertising is crucial for survival for businesses that depend on the Internet for customers. Online advertising includes Ad words, text links, banner ads, videos, etc. But online advertising can be successful only if done through a proper online advertising company, which has an excellent online advertising network.

Imagine a company trying to advertise in all cities of a country and contacting thousands of service providers like painters for billboards, printers, and ad space owners in each and every city. It will be a Herculean task and is more likely to fail due to management problems. That is why traditional businesses contract with an advertising company for business advertising. Online business advertising too should be done through a company, which can provide an online advertising network for ad space. An entrepreneur or company can try and manage the online advertising themselves. But that would mean contacting each and every website owner to request placement of ads on their web pages. There is also the issue of fees that the website owner will charge, and keeping track of whether the ad is displayed or not, every day or every other day. Hence, it is better to leave the management of advertisements to professional ad companies and concentrate on managing the business.