This paper explores the field of marketing called advertising and presents new trends that consumers and advertising companies are facing today. Following the introduction, advertising is defined both as a phenomenon and a profession. Ethics in business is also highlighted due to a large amount of information exchanged today, so it is important to plan campaigns without concealment, manipulation or any form of discrimination. Mass media are singled out as a powerful channel of promotion that requires to be managed carefully. The development of marketing itself and the increase in the number of information impose new trends in advertising, and the most important channels and ways of advertising are presented in their mutual correlation. The paper is written from the perspective of digital marketing, a branch whose contents follow us on all mobile and desktop platforms. Today advertising is conducted on social networks and websites through programmatic, affiliate and/or native marketing by looking carefully at the ranking on search engines and keywords (SEO optimisation, pay-per-click advertising) at the same time.