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Internet advertising is a comparatively nascent phenomenon for Indian advertising industry. It has shown immense potential in its early years and is tipped to give all other advertising mediums a run for their money in the near future. This paper tries to address the issues concerning to internet advertising in India. Emphasis has been given on delineating the opportunities and the obstacles that the growth and development of internet advertising in our country. Throughout the paper stresses upon the localisation of internet advertising to make it ubiquitously productive, but there are several issues that need to be addressed to make internet advertising realise its true potential in India. The paper discusses them in brief and tries to provide solutions to them. Besides, there are immense opportunities waiting to be explored in the field of internet advertising which the paper attempts to unearth them and bring them out prospectively. In short, the thrust of the paper is analysing intricacies of internet advertising with respect to Indian context.
