Chat line ads
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.
More recently, companies have sought to merge their advertising messages into editorial content or valuable services.
Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free applications for performance tracking.
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.
This aggregation of data is called behavioral targeting.
Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics.
Display advertisers frequently target users with particular traits to increase the ads' effect.
On , a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.Many banner ads are delivered by a central ad server.Banner ads can use rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using Java applets, HTML5, Adobe Flash, and other programs. The colloquial usage of "banner ads" often refers to traditional frame ads.In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.Many common online advertising practices are controversial and increasingly subject to regulation.