A method, within a computer hardware system, includes the following. A second functional marketing element and a first website are associated with a first user. A first functional marketing element and a second website are associated with a second user. The first functional marketing element and a web asset authored by a third party separate from the computer hardware system are inserted within the first website. The second functional marketing element is reciprocally inserting within the second website based upon the first functional marketing element being inserted within the first website. The third party is compensated responsive to the web asset being inserted into the first website. The second functional marketing element, within the second website, includes a link to the first website. The first functional marketing element, within the first website, includes a link to the second website.