Abstract

This article is a review of the state of the art on digital advertising in major journals in Spain since 2002. The objective is to determine what issues are the most discussed and the theoretical and practical contributions made by the authors. It draws on the work of Louisa Ha (2008), a state-of-the-art on digital advertising studies published in major journals. Our starting point is all journals included in the In-Recs Spanish communication area journals ranking. The studies are categorized according to their scientific analysis into seven categories: attitude towards online advertising, internet as an ad medium; interactivity in online advertising, online ad processing and execution, audience measurement, online/offline advertising synergies and online advertising education.