Online Advertising


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.

Marketing is the study and management of exchange relationships.

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Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.

Ad blocking or ad filtering is a type of software, that can remove or alter advertising content from a webpage, website, or a mobile app.

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It includes email marketing, search engine marketing, social media marketing, many types of display advertising, and mobile advertising.

Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.

Social media marketing is the use of social media platforms and websites to promote a product or service.


Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.


Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.

An advertising agency is a service based on advertising business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing in a promotion for its clients.

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

Ad serving describes the technology and service that places advertisements on Web sites.


In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television.

Terrestrial television or broadcast television is a type of television broadcasting in which the television signal is transmitted by radio waves from the terrestrial transmitter of a television station to a TV receiver having an antenna.

Cable television is a system of delivering television programming to paying subscribers via radio frequency signals transmitted through coaxial cables or, in the 2010s, light pulses through fiber-optic cables.


In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.


U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012.


Online advertising is widely used across virtually all industry sectors.


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.

Restricting access to Internet content via a paid subscription is often called a paywall.

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