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Online advertising, also called online marketing or Internet advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

Consumers view online advertising as an unwanted distraction with few benefits and have increasingly turned to ad blocking for a variety of reasons.

Website publishers incorporate frame ads by setting aside a particular space on the web page.

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.

Advertisers may also deliver ads based on a user's suspected geography through geotargeting.

A user's IP address communicates some geographic information (at minimum, the user's country or general region).

In 1994, web banner advertising became mainstream when Hot Wired, the online component of Wired Magazine, sold banner ads to AT&T and other companies.

The first AT&T ad on Hot Wired had a 44% click-through rate, and instead of directing clickers to AT&T's website, the ad linked to an online tour of seven of the world's most acclaimed art museums.

Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.

Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.

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".

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