Advertisement on the Internet has the advantage, compared to classic offline- advertisement such as newspapers, television, radio, folders and flyers, that the response of an individual person to the advertisement can be directly measured. Additionally, the advertisement on the Internet has higher media penetration. (or wider reach?) An advertisement online can be, in theory, seen and read by every user in the world. Another advantage is that advertisement on the Internet is cost sufficient, which makes it possible for companies to actually save money in the division advertisement. The connection of humans with similar interests (work, theater, music, sports etc…) on the Internet is an advantage for companies. Thanks to social networks such as Facebook and Twitter, where people share their interests, advertisement can be personalized by defining target groups. That is why people are faced with targeted advertisement on the Internet. more effective – cheaper – more precisely targeted – clear and easier to control