I named webvertising the general term for publishing (targeted) ads on one's site and on the announcer end, advertising on the web, making targeted campaigns etc...
The two sides of the business are quite separate though intimately linked: You can only publish ads on your site if people are willing to advertise on it, and vice-versa. You can only target your advertising if you can match the ad and where to put it etc...
Here's a test of adsense relevance:
Ads can integrate pretty far with content (this example isn't the best), and fills spaces in your page design as well, bringing change on your site and usually nice graphics if you are using images.
For google, the programs are named adsense (for publishing) and adwords (for advertising). Other companies provide similar services, as oxado, clickintext and many others.
