Arbitrage is the process of taking advantage of the chinks in the market by engaging in the sale and purchase of a product simply for the profitability involved. As an active example, in relation to search markets, many websites associated with AdSense ads or an Overture feed have been known to buy traffic from major search engines in hopes of diverting some of the traffic towards a high priced ad. This practice is especially common among shopping search engines who gain most of their traffic through the use of arbitrage.