Author: Dr. Geetali Tilak

ISBN: 978-81-69857-58-1

DOI: https://doi.org/10.59646/805

Date of Publication: August 31, 2026

Cite this book: Geetali T, (2026), Advertising Media in the Digital Age, San International Scientific Publications, ISBN: 978-81-69857-58-1, DOI: https://doi.org/10.59646/805

Preface

Advertising has undergone a remarkable transformation from traditional print, radio, television, and outdoor media to an increasingly digital, data-driven, automated, and immersive ecosystem. The rapid growth of digital platforms, social media, programmatic advertising, artificial intelligence, connected devices, streaming services, and emerging technologies has fundamentally changed the way brands communicate with consumers and how audiences discover, experience, and respond to advertising. In this dynamic environment, understanding advertising media requires not only knowledge of conventional media planning and buying but also an appreciation of data, technology, analytics, consumer behaviour, privacy, ethics, and strategic innovation.

Advertising Media in the Digital Age has been designed to provide a comprehensive understanding of the contemporary advertising media landscape. The book begins with the evolution and transformation of advertising media and progressively explores the digital advertising ecosystem, media planning and buying, programmatic advertising, social media and influencer marketing, artificial intelligence and generative AI, consumer data and neuromarketing, immersive technologies, advertising analytics, attribution, and the future direction of the industry. Particular emphasis is placed on emerging practices such as algorithmic advertising, retail media, connected television, generative search, autonomous media ecosystems, synthetic media, privacy-first advertising, and responsible digital communication.

The book adopts an integrated perspective that connects theoretical concepts with contemporary industry practices and strategic applications. It is intended to serve as a useful academic resource for students, educators, researchers, advertising professionals, media planners, marketers, and communication practitioners seeking to understand the rapidly evolving role of media in modern advertising. By combining foundational principles with emerging trends and critical perspectives on ethics, privacy, transparency, and sustainability, this book aims to equip readers with the knowledge and analytical understanding required to navigate and contribute to the future of advertising media.