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Online advertising is defined as the various forms of advertising which are delivered through the Internet, both desktop and mobile. There are different types of online advertising: banner advertising, video advertising (either placed before or embedded within a video1 ), search engine advertising and social network advertising. These different manifestations are a consequence of the fast-paced development of the Internet and Internet technologies. An advertising banner which first appeared in 1994 is now regarded as marking the starting point of online advertising. Over the years technological developments in regard to the Internet combined with its increasing commercial use and the rapidly growing number of Internet users worldwide have not only shaped the evolution of online advertising and produced different forms of digital advertising, but also new advertising business models and new market levels and players. Online advertising is now a significant business sector with an estimated global turnover of more than 200 billion dollars in 2017.
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