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Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.  With an almost infinite number of digital possibilities, communication fields are in chaos. There’s a lot that brands can do, but how do brands decide which avenues to pursue? Our response is to begin with sound theory about targeted, intentional messages combined with the recognition that customers have become extremely active in this process. Building on this premise, Digital Advertising—co-edited by Shelly Rodgers and Esther Thorson—updates two previous editions: Schumann, D., & Thorson, E. (2007). Internet advertising: Theory and research (2nd Ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. Schumann, D., & Thorson, E. (1999). Advertising and the World Wide Web. Hillsdale, NJ: Lawrence Erlbaum Associates, Inc. Our primary objective was to offer a wide-ranging text that draws on current research and practices in digital advertising by introducing key concepts, models, theories, evaluation practices, conflicts, and issues for individuals interested in this area. So what prompted this 3rd edition? For starters, the prior editions of the text were written during a time when internet advertising was synonymous with banner ads and pop-ups, and interactivity consisted of connecting with consumers via email, instant message, or blogs. And much of the scholarly research at that time focused on testing traditional concepts online, such as segmenting or using clicks to determine the effectiveness of internet ads. A lot has changed since then, starting with the terminology and, to some degree, the metrics used. Digital Advertising provides a detailed and current vie of what might be considered digital advertising theory. The book provides readers with a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on digital advertising. The book also helps to provide the critical tools necessary to evaluate and understand the effects of digital advertising with emphasis on mobile and social media. Chapters are authored by leading scholars from around the globe, and several leading industry practitioners provide their thoughts about theory, metrics, and a host of other issues related to digital advertising. To put theories into action, practical examples are provided. Who will benefit from this book? Given our focus is on scholarly research, Digital Advertising is intended to address the need for a current scholarly text that spans the digital advertising literature. Thus, the book is an essential reading for graduate and upper-level undergraduate students, as well as academics and practitioners wanting to understand how to carry out effective digital advertising.