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. It includes email marketing,
search engine marketing (SEM), social media marketing, many types of
display advertising (including
web banner advertising), and
mobile advertising. 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.