Web ads can be tracked in real time, enabling the advertiser to measure both audience volume and surfing habits. Web ads are available on demand and give the user complete control, unlike unpredictable television spots or newspapers that can change ads daily. The following are some acclaimed criticisms of web advertising, some of which can be viewed as advantages. As of yet, there is no uniform means to track traffic on sites. The blurring of site content and advertisements is of increasing concern as more sponsorships are created.
Web advertising is passive and non-intrusive.
Although it is considerably more effort to get consumers to view an advertiser's site, the consumers that find their way to the site are those who are very interested. Wide exposure to the potential audience on the Web is difficult to achieve. While there is a wider exposure in mass media, it doesn't make a great impression, whereas access to a greater depth of information on the web may be more attractive to some. Advertisers ask whether it is better to create a transient impression in a lot of minds, or a deep impression in the minds of a few. Advertising on the Internet is more comparable to direct marketing than to advertising in mass media.