This chapter provides a systematic analysis of the research published by Journal of Interactive Advertising to understand how the practice of interactive advertising has emerged and changed over time. It begins with defining interactive advertising within a scholarly framework and applies the concept of a paradigm funnel to provide structure and insight within this body of work. The chapter identifies various research trends that have manifested in the pages of the Journal and discusses future directions for interactive advertising in general. The notion of a paradigm in the social sciences has come to reflect the deep beliefs and assumptions involving knowledge within a particular research community. The paradigm funnel represents a systematic technique for exploring, classifying, and analyzing a body of literature. The importance of social media is also readily apparent as articles examining motivational use, cultural differences and advertising strategy are introduced. Furthermore, the continued growth of gaming manifests with research exploring brand placement in-game advertising and information processing.