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It 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 both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content.

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A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed over the requested website's content.

Floating ads may disappear or become less obtrusive after a preset time period.

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".

The first widely publicized example of online advertising was conducted via electronic mail.

On , a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.

and eventually became known as "spam." The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.In 2016, Internet advertising revenues in the United States surpassed those of cable television and broadcast television.Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics.Display advertisers frequently target users with particular traits to increase the ads' effect.Declining ad revenue has led some publishers to hide their content behind paywalls.

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