Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers. Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons. It includes email marketing, search engine marketing, social media marketing, many types of display advertising, and mobile advertising. Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers' revenue streams.
Declining ad revenue has led some publishers to hide their content behind paywalls.
As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed profile of the user's interests to deliver even more targeted advertising.
- Declining ad revenue has led some publishers to hide their content behind paywalls.
- Advertisers may also deliver ads based on a user's suspected geography through geotargeting.
- Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics.