In contrast to mass media, communication on the Internet has a “one-to-one character”, enabling personal or automatically personalized communication with consumers 92 . Automatic ad placement systems allow for high target group accuracy as well as individualization of the advertising message 1 Fritz, Wolfgang (2005): Tendenzen im Internet-Marketing 1995 - 2005. Braunschweig2005. . The interactivity of the medium Internet allows for new and interactive forms of advertising2 Riemer, Kai; Totz, Carsten (2005): Der Onlinemarketingmix - Maßnahmen zurUmsetzung von Internetstrategien. Münster 2005. as well as fast and flexible dialogue communication .

However, online advertising has a comparatively low advertising effect3 Fritz, Wolfgang; Kempe, Michael; Hauser, André (2006): Werbewirkung von LayerAds: Ergebnisse eines Online-Experiments. Braunschweig 2006. . The relevance of the advertising message to the recipient is considered the most important influencing factor for advertising success4 Jeffery, Mark (2010): Data-driven marketing. The 15 metrics everyone in marketingshould know. Hoboken, N.J: John Wiley. o.O. 2010..