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 deliver promotional marketing messages to consumers. Many consumers find online advertising disruptive  and have increasingly turned to ad blocking for a variety of reasons. When software is used to do the purchasing, it is 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. 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.