But the deal between AOL and Unilever, the world's largest advertiser, will build on traditional ad arrangements by including clauses on sharing internet know-how, and knowledge on customer feedback and marketing, the firms said.

BBC: Unilever and AOL seal 'landmark' ad deal

The knowledge and know-how is progressing systematically as well and this is, this is progress and technology and you cannot stop progress.

BBC

Knowledge and know-how are transmitted during annual initiation ceremonies.

UNESCO: Intangible Cultural Heritage