Digital Advertising

Digital advertising is the business of using computer-driven techniques and the Internet to distribute to audiences materials designed to promote products, people, or services. It takes place through sites (“publishers”) on a wide range of technologies, including mobile phone apps, outdoor boards, gaming devices, store signage, home smart speakers, car communication systems, and more. The eMarketer research firm estimated the amount of money marketers spent to promote themselves in digital spaces reached $330 billion in 2019 and would hit $500 billion in 2022. This entry places this profoundly influential business in historical perspective, surveys its shifting dynamics during a period of disruptive changes, and considers the social implications of digital advertising now and in its future manifestations. Finally, the entry notes the roles publics and ...