1. A method of performing an operation, comprising: receiving at an interchange entity a first keyword indicated from a consumer, wherein the first keyword was received from an advertisement distribution entity; using a processor of the interchange entity to determine programmatically for the first keyword an associated semantic group of two or more keywords associated by a semantic relationship; sending from the interchange entity to an advertiser entity a second keyword associated with the identified semantic group; receiving at the interchange entity from the advertiser entity an advertisement responsive to the second keyword; providing from the interchange entity to the advertisement distribution entity the advertisement responsive to the second keyword; and using the processor of the interchange entity to account programmatically at least a portion of a non-zero difference between an advertising fee obtained from the advertiser entity for the advertisement responsive to the second keyword and a distribution fee paid to the advertisement distribution entity for helping to generate a generated advertising revenue, wherein the advertisement has been served to the consumer, the non-zero difference is associated with the generated advertising revenue, and the distribution fee is associated with the first keyword, and wherein the advertisement responsive to the second keyword is provided to the advertisement distribution entity in response to an indication that an advertisement responsive to the first keyword is not available to the advertisement distribution entity.