【正文】 ud consumer rights continue. This can be said online advertising on the Inter quite a mixed bag. This is our users on the Inter advertising the most dissatisfaction. （ 2） mandatory to accept the phenomenon of online advertising Inter users naturally do not like ads, especially when they have no desire to buy. The site hopes to multiple ads, get more people to accept advertising, especially advertising in the larger proportion of their in e. This is a contradiction. In fact, Inter users are tired of Web ads intended rather heavy CNNIC survey for users of online advertising are most dissatisfied with the current option in the way that the impact of the ads to appear online activities of Inter users account for normal %. （ 3） In the audience a great limitation on online advertising According to the latest statistics of China Inter Development Report data, China has about Inter users, of which 24years of age accounted for %,and 30years of age accounted for all know that spending power is the strongest over the age of 30middleaged people, while China is the position of the work audience to young people and students as the main, these people are not society39。 s first online advertising in the United States in late 1994,at the time of the hotline magazine(Hotwired)published the now known as the flag ads(banner)advertising work. Since then, online advertising has been widely recognized and developed rapidly worldwide, China is no exception. March 1997,Chinabyte site appears first mercial online advertising, marking the birth of online advertising. It quickly with its own unique advantages as the new darling of the media industry. June 1998Junior World Cup web coverage by 2million yuan regarding advertising revenue, online advertising has never done so many advertisers have the opportunity to try the unique nature of online advertising, a move greatly promoted China Inter advertising process. 2 DEVELOPMENT OF ONLIN ADVERTISING Online advertising bee a great mercial potential media just around the corner. It goes without saying the advantages of online advertising, Web advertising seems to be no doubt that a better future. However, its current situation, it seems there hidden behind the online advertising boom. The most direct manifestation of this is to intercept all work advertising technology emerged and bee very 39。s interest and behavior in order to sell their goods, services or ideas. It is the new century, new life, new social and economic wizard, and with it anew meaning to bee anew focus. 1 BACKGROUND OF THE DEVELOPMENT OF ONLIN ADVERTISING Is the world39。s arrival rate. 4. Biphasic and interactivity: the traditional advertising information flow is onesided, namely enterprise launched what content, consumer can passively accept what content. While the monodirection work advertisement breakthrough the limitations of both sides, realizing the supply and demand of information flow twoway interaction. Through the Inter advertising links, users can from the manufacturer of websites related to get more and more detailed information. In addition, users can pass AD position directly fill out and submit online form information, the manufacturer can always get precious user feedback information. Meanwhile, the work advertisement can provide further inquiries, convenient and product consumer interaction and munication. 5. Easy statistical and can be assessed sex: in traditional media advertising, it is difficult to know exactly how many people receive advertising messages. While Inter advertising different, can detailed statistical a website each page is being viewed total number, the number of each advertising is clicked, and even detailed, specifically every visitor statistics shows the access time and IP address. In addition, provide work advertising website can usually build user database, including users geographic distribution, age, gender, ine, occupation, marital status, hobbies, etc. These statistics can help advertisers statistics and analysis the market and the audience, according to the characteristics of advertising target audience, pertinently put ads, and according to the user39。s online advertising and Development sumti Sarkar Department of Information Management, Lancaster University Key words： online advertising, Inter, Development Abstract With the Inter economy, online advertising came into being. The late 20th century, the Inter swept the world, more and more people are beginning to realize works with the media features, so the fourth media the word began to frequently appear in daily life. Although online advertising is still a small market share, but as the fourth medium of the Inter development Querang traditional media dare not ignore. Because its growth rate far exceeds other types of media. This article about online advertising in China39。s puter, that user can then be served autorelated ads when they visit other, nonautomotive sites. Ads and malware There is also class of advertising methods which may be considered uhical and perhaps even illegal. These include external applications which alter system settings (such as a browser39。s website. Behavioral targeting In addition to contextual targeting, online advertising can be targeted based on a user39。s search query. For example, a search query for flowers might return an advertisement for a florist39。 response. Purchasing variations: The three most mon ways in wh