Google Adwords
They charge you from the number of click through at varying rates. For example, with Google, you choose what's the maximum amount you're willing to spend per click through and/or per month. You're displayed in the right side of any keyword search made as "Sponsored Links". Learn more about Google Adwords
Yahoo's Publisher Network
The competition to Google is Yahoo's "Publisher Network". This is a slightly different model but still Pay-per click-thru. This is better for renting specific keywords like "Richard Diebenkorn" or "Abstract Painting", etc. The costly aspect of this is that there is a minimum $20 fee per month in the event you don't generate enough traffic as well as keywords are generally more expensive than Google's Adwords. However, you do reach a whole different audience with MSN, Alta-Vista, CNN, InfoSpace, and more.
If you're serious about generating traffic to your site, using both Google and Yahoo simultaneously will ensure the best results.
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