SAN JOSE, Calif.--Those who think HTML tags are low-level technology should realize they can have a huge impact on the bottom line.

By finding an HTML tag that allowed Google to offer ads on the right hand side of its search page without delaying page loading times, Google was able to cash in without harming the user experience, said Marissa Mayer, vice president for search products and experience, at the O'Reilly Velocity 2009 conference. There aren't a whole lot of "billion-dollar HTML tags...