SPIR is a profession association of companies and agencies working in the area of internet advertising. It consists of two sections, each representing one side of the advertising market – the internet media section (advertising space providers) and the internet advertisers section (advertisers and media agencies). SPIR’s primary function is the development of the internet and standardization of internet advertising in the Czech Republic, as it is also the sponsor and guarantor of two principal projects - NetMonitor and AdMonitoring. The association is currently working on the cultivation of the internet advertising market.