There lived a kind old man and his nasty old wife in a village. The old man loved sparrows and took care of them like their children, while she hated them. One day a sparrow flew to their garden and ate the rice-paste while she was washing clothes. She got so angry that she caught the sparrow to cut her tongue and let her off. The sparrow flew toward the mountain. The kind old man heard the story and felt very sorry for the sparrow. He decided to find her and apologize to her for it. He walked and walked in the mountain, saying: "Where is the house of the tongue-cut sparrow's house?" He could find the Sparrow-House and met the tongue-cut sparrow in the bamboo-forest with difficulty. "I came here to apologize to you. Are you all right? Please forgive us." "Thank you for your coming here. I was so shocked but it was my fault. Why don't you eat our dinner?" He stayed there at that night. When he returned to his house next morning, the sparrow said to him, "These are our souvenirs for you. Which do you prefer, a big box or a small box?" "I want neither of them. But if you do give me, I want a small one." He came home with a souvenir on his back. He opened it to find much money, gold, silver, textile and so on in it. The old woman asked him, "Why didn't you bring a big one? I'll go and bring it." "Where is the house of the sparrow with her tongue cut?" saying this, she went into the bamboo-forest. She met the tongue-cut sparrow. "Why did you come here?" asked the sparrow. "I wanted to see you, because I took care of you so much." answered the old woman. "Ok. come in, please." "I want a souvenir at once. I want a big box." She carried it on her back with difficulty and left the sparrow-house. On her way home, she couldn't help seeing inside the box. She unloaded it on the road and opened. To her surprise, snakes, ghosts, centipedes, something dreadful came out one after another from the box. She lost her consciousness. Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. Search Engine Marketing is typically executed via Search Engine Optimization (SEO) or through an Online Advertising Campaign. According to studies & research, as of 2012 Google handles more than 5 billion search requests daily throughout the world. In Malaysia, the top queries on Google were on a lookout for topics that revolve around entertainment, travel, gadgets, cars, together with fashion & beauty. As consumers in Malaysia continue to spend more and more time online, it is inevitable that they will use search engines in order to find answers to what they need. 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In this scenario, it generally involves an advertiser who will pay a publisher each time an AD is seen, or when it clicked upon by a user. After advertisers successfully bid for keywords or mediums which are relevant to their target market, the potential customer may start seeing advertisements not only on the search engine, but also on other touchpoints such as web sites, mobile apps or even emails from networks who have agreed to publish advertisements. These advertisements typically come in wide variety of formats, ranging from text ads, to display ADs (also known as banner ads) and even video ads. Online AD Campaigns today may involve multiple channels, appear in many mediums and different form factors to reach out to their target demographic. La transparencia es, por tanto, un principio esencial que debe presidir las relaciones entre las par-tes, especialmente en los casos en que el proveedor de servicios ocupa una posicion preeminente sobre los clientes. Circunstancia que sera habitual cuando estos ultimos sean pymes, microempre-sas, profesionales o Administraciones publicas sin gran estructura organica.A tal efecto, la Guia para clientes que contraten servicios de cloud computing incluye un abani-co de preguntas sobre las garantias exigibles que han de ser atendidas por el proveedor que los comercializa a cuyo contenido se remite este documento (Guia disponible en www.aepd.es). En particular, el RGPD estable en el articulo 28.1.5 que “La adhesion del encargado del tratamiento a un codigo de conducta aprobado a tenor del articulo 40 o a un mecanismo de certificacion aprobado a tenor del articulo 42 podra utilizarse como elemento para demostrar la existencia de las garantias suficientes a que se refieren los apartados 1 y 4 del presente articulo.”Es por ello que la Agencia Espanola de Proteccion de datos valorara particularmente la diligencia y transparencia en la contratacion de estos servicios.GARANTIAS QUE DEBEN INCORPORARSE AL CONTRATOLa normativa de proteccion de datos personales exige en los casos de prestacion de servicios la celebracion de un contrato cuyo contenido permita acreditar la incorporacion de las garantias exi-gidas por el articulo 28 del RGPD . Este articulo recoge en su apartado 3 un conjunto de clausulas contractuales mas amplio que el de la LOPD, por lo que es necesario proceder a la adaptacion de los contratos.