"Mail Online is not yet making a profit but it could be making serious money within a few years – a notion which would have seemed far-fetched only 18 months ago. The huge size of its ever-increasing audience is becoming attractive to advertisers. Mail Online tailors its advertising to regular users whose "cookies" it recognises from visits to other Mail group websites. Users are broken down into more than 700 separate categories, and every regular visitor receives different, targeted advertising."