Accountable and transparent.
It's possible to track all elements of a campaign: How many times was the message seen? By how many people? When did they see it? Did they interact with the ad? How? What was the return on investment?

Accessible.
Entry costs are extremely low. Even the smallest business has the funds necessary to do some form of online marketing.


International.
The internet lets you advertise rice cookers in Japan while sitting on a beach in Barbados.