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promote on internet Internet 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 who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. 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. 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.25 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.19:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or ROI, over untargeted ads.26website promotion.
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