Interactive advertising uses online or offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups.

In the inaugural issue of the Journal of Interactive Advertising, editors L and Leckenby (2000) defined interactive advertising as the "paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers. " This is most commonly performed through the internet; often through the use of an ad server that can deliver a variety of interactive advertising units.