Consumers might not realise it, but the pace of technological change associated with popular sites is nothing short of astronomical, with literally each day bringing new advances in a bid to win consumer wallet-share. 

As an example, YouTube has introduced new "overlay" ads that will display at the bottom of selected video clips.
Because they sit on top of the video, users don't have to endure "traditional" ads that display before the main clip.
In addition, they'll do away in about 10 seconds if the user doesn't interact with them, and the video clip will stop rolling if the user clicks on an ad – so they won't miss any of the action.
Meanwhile, Google has added a new feature to its mapping service whereby users can embed maps directly into web pages.
The feature extends on the MyMaps application, whereby users can trace routes, define areas, and add text, hyperlinks and pop-ups.
Now, users can copy these customised maps into their own web pages.
The maps remain interactive.