Abstract
Internet offers a wide range of possibilities. This overview of the different tools that advertisers can use shows how much Internet is opening to a new world of communication.But Internet has also generated an historical revolution concerning relationships between brands and consumers. In fact, advertisers have to keep in mind that Internet has been done by and for consumers. And in that way, they can't have the same behavior like traditional Medias. In other media channels (like TV or billboards), brands and consumers had a hierarchical relationship. Advertisers were used to submit a message to the consumer who decided to believe in it or not.
