Online advertising or Internet advertising is a marketing strategy that involves the use of the Internet as a medium to obtain website traffic to target and deliver marketing messages to the right customers. Online advertising is geared toward defining markets through unique and useful applications.

Since the early 1990s there has been an exponential increase in the growth of online advertising, which has evolved into a standard for small and large businesses or organizations.

A major advantage of online advertising is the quick promotion of products or services to local or national markets in a cost effective manner.

Online advertisements are purchased through one of the following common vehicles:

• Cost per Thousand (CPM): Advertisers pay when their messages are exposed to specific audiences.
• Cost per Click (CPC): Advertisers pay every time a user clicks on their ads.
• Cost per Action (CPA): Advertisers only pay when a specific action (generally a purchase) is performed.

Examples of online advertising include banner ads, search engine results pages, social networking ads like Facebook, emails, online classified ads, pop-ups and contextual ads.

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