The short version: Imagine online ads that carry money and rules with them.

"Google never agreed to anything more than online ads," a spokesman said.

The requirement would also apply to online classified ads for used items.

I spend a week going through the humiliating process of creating an online personal ad.

DoubleClick has been associated with selling online ads, even though that is only part of its business.

This web video is yet another addition to the growing art form of the "cheap and cheerful" online political ad.

Also, online ads can be more compelling than print or radio spots.

Offline partnerships are a growing area for the other big player in online personal ads, Matchmaker.com.

But it is the eighth consecutive quarter of growth for online ads, according to the association.

Americans spent more money for online personal ads and dating help $469.5 million last year than on entertainment.