This paper discusses the relevance of Internet marketing and investigates the antecedents of consumer attitudes towards Internet advertising. The analysis is based on a consumer survey conducted in India and other countries. For this purpose, a representative sample of Internet users in India was interviewed. The results of this study provide marketers with an understanding of consumers and their attitudes toward advertising, so that designers and marketers can better strategize their advertising projects. Internet advertising, i.e. Web advertising or online advertising, is a rapidly growing business. It has already proven to be very important in the digital economy. For example, it is vital for both web search engines and online content providers and publishers because web advertising provides them with important sources of revenue. Its presence is increasingly important for the entire media sector due to the influence of the web. For advertisers, it's a smarter alternative to traditional marketing mediums like TV and newspapers. As the web evolves and data continues to be collected, designing methods for more targeted, interactive and friendly advertising could have a major impact on how our digital economy evolves and aid social development. To achieve this goal, mathematically well-founded computational advertising methods are becoming necessary and will continue to develop as a fundamental tool towards the Web. As a new and vibrant discipline, Internet advertising requires the commitment of several research areas including the recovery of information, machine learning, data mining and analysis, statistics, economics and even psychology to predict and understand user behaviors. In this article we provide a complete guide......half of paper......for installing banners if they have been well designed. Less than 25% believe banner ads are disruptive; only a third of those interviewed said they completely ignored the banners. In 1998, the Internet Advertising Bureau found similar results: Sixty to seventy percent of respondents in this survey approved of Internet advertising. Although the results showed that, overall, Internet advertising was more disliked than advertising in general, Internet advertising was superior in terms of customer trust. No more than eighty Internet users assessed their attitude toward Internet banner ads and found that eighty percent had a favorable opinion toward Web banners. Furthermore, 2000 Internet users revealed that brand names were evaluated more positively after users looked at banner advertisements for those brands.