ABSTRACT
This chapter discusses the digital trends within the advertising industry since the inception of Rodgers and Thorson's Interactive Advertising Model (IAM). It provides a discussion that attempts to combine both elements in the context of social and technological determinisms as well as highlights some key areas pertaining to the future of digital advertising. Ethical concerns aside, companies also began to debate the best way to measure audience engagement. While click-through rate (CTR) was the dominant form of measurement, industry insiders began to propose new ways of measurement due to the abuses and inaccuracies of CTR. The advergame format started in 2000 with the intent to allow consumers to engage within a game while learning more about the advertised product as they play. Companies like McDonalds, the United States Army, and Coca-Cola are examples of companies that used advergames to increase traffic and online subscriptions for their websites.
