Digital media offer exciting potential for advertising and marketing. This text looks at the cultural, commercial and creative practices of advertising in these environments. Combining industry and critical perspectives, it analyses key theory, concepts and trends in the field. This is ideal reading for students of Media Studies and Advertising.

Introduction
The History and Business Environment of Digital Advertising
Forms and Content: Beyond the Pop-up
The Business Practice and Cultural Contours of Dataveillance
Conceiving User Approaches to Digital Advertising
Policy and Regulation
Creativity, Science and the New Consumer
Conclusions, Ethics and Future Directions

Andrew McStay is Senior Lecturer for London College of Communication, University of the Arts London, UK. His other publications examine advertising, consumerism, creativity, dataveillance digital media, interactivity and viral culture.