Behaviour and profile based advertising on the internet

Abstract

Online advertising or Internet advertising is a form of advertising utilizing the Internet and World Wide Web in order to deliver marketing messages and attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing.1Internet advertising revenues ( revenues ) in the United States totaled $16.9 billion for the full year 2006, with Q3 accounting for $4.2 billion and Q4 accounting for $4.8 billion. Internet advertising revenues for the full year of 2006 increased 35 percent over 20052The total advertising budget in the year 2007 is expected to increase by 2.6% to $153.7 billion.3This implies that the total advertising budget for the year 2006 was $149.8 billion and this means that Internet advertising accounted for 11.28% of all advertising in the US. Given the rate of adoption of the Internet all over the world4, Internet advertising has become a big component of the advertising industry and is poised to grow and gain a bigger share of the advertising industry.