In today's digital era, Internet advertising has emerged as a pivotal marketing tool, reshaping the landscape of marketing strategies across industries. This study aims to provide a comprehensive analysis of the role of Internet advertising in contemporary marketing practices. By synthesizing existing literature and employing empirical research methods, this paper investigates the effectiveness, challenges, and future trends associated with Internet advertising. The study begins by exploring the evolution of Internet advertising and its integration into marketing strategies. It delves into the diverse formats and channels of Internet advertising, ranging from display ads and search engine marketing to social media promotions and influencer partnerships. Furthermore, the paper examines the mechanisms through which Internet advertising influences consumer behaviour, brand perception, and market competition. Moreover, this research scrutinizes the effectiveness of various metrics and analytics tools in measuring the success of Internet advertising campaigns. It discusses key performance indicators (KPIs), such as click-through rates, conversion rates, and return on investment (ROI), and evaluates their relevance in assessing the impact of online advertisements. Additionally, the study addresses the challenges and ethical considerations associated with Internet advertising, including issues related to privacy, ad fraud, and consumer trust. It emphasizes the importance of transparency, data security, and responsible advertising practices in maintaining the credibility and effectiveness of online marketing efforts. Furthermore, this paper explores emerging trends and innovations in Internet advertising, such as native advertising, programmatic advertising, and immersive experiences. It discusses the implications of technological advancements, such as artificial intelligence (AI) and augmented reality (AR), on the future of online advertising strategies. In conclusion, this study highlights the significance of Internet advertising as a dynamic and influential tool in modern marketing practices. By understanding its impact, challenges, and potentialities, businesses can devise more effective and ethical strategies to leverage the power of online advertising in reaching and engaging their target audience.

Internet advertising, marketing strategies, digital marketing, consumer behavior, metrics, challenges, trends, ethical considerations.