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More recently, companies have sought to merge their advertising messages into editorial content or valuable services.Examples include Red Bull's Red Bull Media House streaming Felix Baumgartner's jump from space online, Coca-Cola's online magazines, and Nike's free applications for performance tracking.
The first widely publicized example of online advertising was conducted via electronic mail.
As advertisers collect data across multiple external websites about a user's online activity, they can create a detailed profile of the user's interests to deliver even more targeted advertising.
This aggregation of data is called behavioral targeting.
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.
The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations.