What is the fundamental difference between Internet advertising and conventional forms of mass advertising?

The main difference is the ways internet media is more able to be tracked in terms of success for an advertising campaign. Internet advertisers can easily track ad views and click through rates to the desired location which is usually a website. While there are ways to track a campaign in traditional advertising methods, the Internet makes tracking results close to 100% accurate.

Additionally web users have more control over their viewing environment than television or radio. Internet advertising is less intrusive minus the invention of pop-ups, pop-unders, and fly-in ads. In traditional television and radio, viewers and listeners are almost forced into watching and hearing advertisements.

Internet advertising allows for ads to be placed by web content or search results creating a more inviting advertisement environment for the end user already engaged in a particular subject. The Internet has allowed advertising to also further target an audience by IP addresses pinpoint to a city which allows local advertising to be placed and offering more relevance to the potential customer.