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For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions". In early days of the Internet, online advertising was mostly prohibited. HistoryĪdvertising revenue as a percent of US GDP shows a rise in digital advertising since 1995 at the expense of print media.

Declining ad revenue has led some publishers to place their content behind paywalls. Online ad revenues also may not adequately replace other publishers' revenue streams. Many internet users also find online advertising disruptive and have increasingly turned to ad blocking for a variety of reasons. Many common online advertising practices are controversial and, as a result, have been increasingly subject to regulation. And research estimates from 2019's online advertising spend puts it at $125.2 billion in the United States, some $54.8 billion higher than the spend on television ($70.4 billion). : 14 In 2017, Internet advertising revenues in the United States totaled $83.0 billion, a 14% increase over the $72.50 billion in revenues in 2016.

In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television. 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. Like other advertising media, online advertising frequently involves a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users.