Blog, simplified from ‘ we-blog’, is define as a website with up to date entries on different topics posted regularly in reverse order. Blogs became a cyberspace sensation ever since 2000, there are 70 million blogs globally, 120,000 new blogs each day, and 1.6 million posts everyday, estimated by Technorati. This has raised the attention of online blog advertising, and has tremendous impact on the advertisers. Advertisers put in more capital in blog ads as it is relatively cheaper, and with little effort, it will be viewed by a large group of people. A survey conducted by Forrester Research has found that there is interest in 64 percent of marketers on online blogs advertising. The cost of maintaining the blogs influence bloggers to place online ads, and some "professional blogger" feel that their writing should be paid for. There are 2 methods bloggers create income, direct methods like online advertisement, and indirect methods using the reputation of bloggers. Google AdSense and Amazon Associates are the major players of online advertising on blogs, operating by cost-per-impression, cost-per-post, or cost-per-click. The blogsphere, a once neutral medium is transforming into a trading spot, where marketers perceive as a place for building brands.

Criticism of blog ads as a disguised between online advertising content and personal writing has been received. The argument here is about whether bloggers should threaten their readership with profits from blog ads. 13 percent of blogs contain blogs ads and 50 percent said that blogs and ads do not come together, by a survey conducted. Assumptions on viewers paying no attention to the distracting online ads, and affecting the user experience have been made by some bloggers. Readers cannot distinguish the objective of the blogs when blog ads are placed, dishonouring the integrity of these blogs. Advertising ups and downs is not coherent with blog ads, because even reputable bloggers are being paid much lesser than traditional media. The effectiveness of blogs ads has not been evident, and marketers think that the funds should be given to other forms of online advertising that has been proven. Advertisers have no control in the content and placement of blog ads, but they believe that the high traffic on blogs can help them reach the regular fan base of these blogs, which is more important than having control. Advertisers rely on blogs for opinions and feedbacks. They believe the review of bloggers on their product will help create impressions and a market for their niche products.

A recent finding by BlogAds show 66.7 percent of viewers clicked the blog ads. The wave of other media advancing into blog ads is evident at this early stage, when blog ads spending double annually, rising to 23.6 billion by another 50 percent in 2010. Implications of mastering the blogsphere are important. In conclusion, I think the blogsphere should be controlled by a code of ethics and transparency in blog ads will help stabilise the community, always having the audiences as priority.