What Are the Unique Features of Digital Advertising? The Six Principles of Digital Advertising in the 21 st Century

This paper revisits and builds on Taylor’s (Citation2009) framework of the six principles of digital advertising. The basic tenet of the framework is that six factors—privacy, trust, relevance, interactivity, entertainment, and brand-building—are associated with enhancing the effectiveness of digital advertising. Initially proposed as isolated factors, this analysis highlights the interconnected nature of these principles, offering a holistic perspective that underscores their collective impact on digital advertising effectiveness. In addition, the ways in which advances in recent technological advances, including generative artificial intelligence, artificial reality, virtual reality, gamification, and the presence of the metaverse have affected implementation of these principles by practitioners is discussed. By reexamining these foundational principles, this paper offers valuable insights for scholars and practitioners in gaining a deeper understanding of the complexities of interactive and immersive digital advertising.