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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.Advertisers may also deliver ads based on a user's suspected geography through geotargeting.A user's IP address communicates some geographic information (at minimum, the user's country or general region).For example, two of the predecessor networks to the Internet, ARPANET and NSFNet, had "acceptable use policies" that banned network "use for commercial activities by for-profit institutions".The first widely publicized example of online advertising was conducted via electronic mail.On , a marketer from DEC (Digital Equipment Corporation), Gary Thuerk, sent an email to most of the ARPANET's American west coast users, advertising an open house for a new model of a DEC computer.and eventually became known as "spam." The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.

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.

In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain

He also started the Direct Email Marketing Association to help stop unwanted email and prevent spam.

An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition, such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the user's mouse movement over the ad.

Expanding ads allow advertisers to fit more information into a restricted ad space.

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