Abstract:

Thanks to the developments in the Internet technology, people now have the opportunity to access the information they want, wherever they want, wherever they want. People can meet the needs of news from newspapers and magazines. On the other hand, every day developing technology companies also offer the possibility to use digital media effectively in achieving their target audiences. Because digitalization, as in all fields, is the key way to reach large masses more effectively, quickly and economically. Advertising is an important topic of recent times. In the globalized world, if the individual’s own particular needs are ignored and no work is done toward it, people will stop feeling special over time, and when buying a new product or service, they may tend to prefer only the products they know. However, the particular interests, needs and attitudes of individuals are taken into consideration in advance, and it is predicted that their attitudes will change if specific advertising strategies are developed for them. Interactive technology has now made personalized advertising popular. Through interactive technologies, new media use and as a result of the development of personalized advertising has become a kind of often encountered. In this study, from the periods when advertising began to be used, the advertising mechanisms that change with the development of technology are examined. Thanks to the introductions of advanced technology, new media ads have become convenient for stakeholders in the advertising industry. This study focuses on internet advertising, location-based advertising, beacon technology advertising, and social media advertising.

Keywords: