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The geographic information from an IP can be supplemented and refined with other proxies or information to narrow the range of possible locations.

Web banners or banner ads typically are graphical ads displayed within a web page.

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.

Online ad revenues may not adequately replace other publishers' revenue streams.

Online advertisers (typically through their ad servers) often use cookies, which are unique identifiers of specific computers, to decide which ads to serve to a particular consumer.

Cookies can track whether a user left a page without buying anything, so the advertiser can later retarget the user with ads from the site the user visited.

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.

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