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Advertising online is a new trend of the 21st century. Any commercial project has to be encouraged and expanded. Today, almost all businesses and organizations have their own representation on the Web in the shape of a source, site, page on social networks. However, creating a site and even filling it with relevant content doesn’t guarantee an automatic increase in earnings and the growth of popularity of a commercial project. We have already talked about how to make your website in one of the previous articles. It is necessary not merely to be present on the community, but also to place competent advertising on the world wide web, in addition to spend time or money on promoting, promoting and raising the conversion of the website. 15-20 years ago, of all types of advertising on the world wide web, users and advertisers knew only 1 alternative – spam mailing. Today, there are dozens of types of advertising on the World Wide Web. There is free advertising on the network, paid (professional) advertisements on websites, in social networks. There are online advertising agencies that use the most recent technological advances in their activities. Internet marketing & advertising is the most promising area of ​​online marketing today. With its relatively low cost, network advertising covers a potentially limitless audience – users of computers, laptops, smartphones, tablets, iPhones and other mobile devices. Effective online marketing is represented by graphic, textual, animated and video materials. This market began to form from the mid-90s of the previous century, but before the beginning of the 2000s, the worldwide network wasn’t regarded by advertisers as a priority advertising platform, although the most advanced companies already practiced the promotion of products and services online as an auxiliary channel to the effective implementation of the advertising campaigns. The rapid development of the World Wide Web has resulted in a change in economic policy. Since the mid-2000s, the world wide web has become a significant channel for influencing consumers. This simple fact is associated with the following conditions: the steady growth of Internet users and the increase in their time spent on the network; the evolution of wireless communications technology; the arrival of mobile Internet; the evolution of the online market and the spread of commerce through the World Wide Web; the emergence and development of technical platforms for managing network advertising. Moreover, new analytical systems have emerged that allow you to quickly and accurately measure the effectiveness of internet advertising. The fundamental principles of online marketing are similar to those in traditional media. The fundamental difference is that in the community area, consumers are nearly always required to participate actively – advertising begins to work when the user performs an action. Usually such an activity is a”click”, clicking on a link, registering for a specific site or other kinds of activity. The most promising area of ​​marketing on the network is targeted advertising: attracting the target (targeted) audience using highly targeted advertisements, banners, and videos. There are a high number of forms for transmitting commercial messages – browser advertisements, pop-ups, competitive teaser ads, Google ads, advertisements network – contextual advertisements hidden inside arrays of information, banner advertisements. Characteristic features of advertising online We list several essential features of Internet marketing: interactivity; the existence of an ever-growing audience; the ability to emphasize a target group of consumers (targeting); the ability to conduct accurate media measurements (strong analytics). Interactivity is known as the consumer’s participation in the advertising process: in this case, the person doesn’t act as a passive receiver of information (such as in outdoor advertising or television), but can actively interact with it taking into consideration personal preferences. In other words, the user chooses the resources and their contents, and when he sees commercial supplies relevant to himself, he studies them in more detail. This feature allows you to pick from the huge audience of consumers only that part that meets the predefined criteria, and demonstrate advertising to her. The web provides a more accurate focus of a commercial message, right down to interacting with a particular user. An individual registered on a site specializing in cars sees an ad banner promoting expensive gadgets for cars of the exact model he uses. Naturally, the likelihood that he will make an acquisition raises many times: the effect of such advertising is a lot higher than the promotion of the same product in the media. At exactly the exact same time, the purchase price of advertising on the Internet (cost) is many times lower.