This chapter describes key characteristics of advertising, and explains how the concept of telepresence, or presence, in which media users overlooks or misperceives the role of technology in their experience. Personalization can be described broadly as the "tailoring of message content and delivery based on data collection or covert observation of users, to increase the personal relevance of the message." Personalization has long been central to consumer advertising strategy. Advertisers want consumers to feel that ads are meant specifically for them. As presence-evoking technologies become more effective, practical, and widespread hey will present important opportunities for digital advertisers. These technologies can be distinguished by their emphasis on evoking spatial and social presence as well as presence as engagement. Media products are increasingly deemed successful not just because they reach a large audience, but because the audience members they do reach are devoted and passionate about the products.