Online Advertising: Understanding the Art of Targeting & Retargeting

Abstract

In recent years online advertising has taken a major role in increasing the consumer awareness and buying potential. Today majority of the companies use internet as a medium to advertise their products and services to the consumers. Advertisers keep innovating to find new technologies which would help them attract the attention of the consumers. This paper discusses the major changes that online advertising field has undertaken, new techniques which has emerged and how the consumers are influenced by this.