Online advertising

Online advertising is a form of marketing for advertising. It uses Internet to deliver promotional marketing messages to consumers. It is also called online marketing or Internet advertising.

It includes email marketing, Search Engine Marketing, social media marketing, many types of display advertising including web banner advertising, and mobile advertising.

Online advertising frequently involves both a publisher and an advertiser.

Publisher – is, who integrates advertisements into its online content.

Advertiser – is, who provides the advertisements to be displayed on the publisher’s content.

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.

As advertisers collect data across multiple external websites about a user’s online activity, they can create a detailed picture of the user’s interests to deliver even more targeted advertising. This aggregation of data is called behavioral targeting.

Advertisers can also target their audience by using contextual and semantic advertising to deliver display ads related to the content of the web page where the ads appear. Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, over untargeted ads.

Mobile advertising is ad copy delivered through wireless mobile devices such as smartphones, feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS or MMS ads, mobile search ads, advertising within mobile websites, or ads within mobile applications or games.

Industry groups such as the Mobile Marketing Association have attempted to standardize mobile ad unit specifications. Mobile advertising is growing rapidly for several reasons. There are more mobile devices in the field in which connectivity speeds have improved, which among other things, allows for richer media ads to be served quickly, screen resolutions have advanced, mobile publishers are becoming more sophisticated about incorporating ads, and consumers are using mobile devices more extensively.

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