13. A non-transitory computer readable storage medium embedded with computer instructions which when executed cause a processor to: receive at an interchange entity a first keyword indicated from a consumer, wherein the first keyword was received from an advertisement distribution entity; identify for the first keyword an associated semantic group of two or more keywords associated by a semantic relationship; send from the interchange entity to an advertiser entity a second keyword associated with the identified semantic group; receive at the interchange entity from the advertiser entity an advertisement responsive to the second keyword; provide from the interchange entity to the advertisement distribution entity the advertisement responsive to the second keyword; and account 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.
13. A non-transitory computer readable storage medium embedded with computer instructions which when executed cause a processor to: receive at an interchange entity a first keyword indicated from a consumer, wherein the first keyword was received from an advertisement distribution entity; identify for the first keyword an associated semantic group of two or more keywords associated by a semantic relationship; send from the interchange entity to an advertiser entity a second keyword associated with the identified semantic group; receive at the interchange entity from the advertiser entity an advertisement responsive to the second keyword; provide from the interchange entity to the advertisement distribution entity the advertisement responsive to the second keyword; and account 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. 16. A non-transitory computer readable storage medium as recited in claim 13 , wherein the second keyword is associated with the advertising fee payable to the interchange entity and the advertising fee associated with the second keyword is greater than a corresponding second advertising fee associated with the first keyword.