Domain monetization means using domain names to generate income through the sale of pay per click (PPC ) advertising or selling the Internet traffic that they may attract. Renting a domain also can "monetize" it. Domain monetization is used by both domaineers and domainers but with a different purpose by the two groups. Domaineering is about advertising as an end in itself, while domaining is about speculation with the income earned from advertising or traffic as kind of a secondary bonus until the domain hopefully is sold for a capital gain, although there may be some degree of overlap. As an analogy, think of domaineering as "Madison Avenue" while domaining is "Wall Street". Domaineering is the web-based marketing business of acquiring and monetizing Internet domain names for their use primarily as an advertising medium rather than speculating on domains as intellectual property investments for resale as in domaining. In essence, the domain names function as virtual Internet billboards with generic domain names being highly valued for their revenue generating potential derived from attracting Internet traffic hits. As with traditional advertising, domaineering is part art and part science. Often to be the most effective as advertising tools, the domain names and their corresponding landing pages must be engineered or optimized to produce maximum revenue which may require considerable skill and good knowledge of search engine optimization ( SEO ) practices, marketing psychology and an understanding of the target market audience. Domaineering generally utilizes a firm offering domain parking services to provide the sponsored "feed" of a word or phrase searched for thus creating a mini-directory populated largely by advertisers paying to promote their products and services under a relevant generic keyword domain. Occasionally content is added to develop a functional mini-website. Domaineers and some of those who advertise online using keywords believe domaineering provides a useful, legal and legitimate Internet marketing service while opponents of domaineering decry the practice as increasing the ubiquitous commercialization of the world wide web. Domaineering is practiced by both large companies who may have registered hundreds or even thousands of domains to individual entrepreneurial minded domaineers who may only own one or a few domains.