The development and status of online advertisingToday new media have become an indispensable and inevitable tool in people's daily lives. Due to this situation, the network, which is the main channel in the new media era, could be seen as a new competitive market especially in commercial advertising. Commercial advertising is the main type of advertising in mass media in recent years and has a long form history. According to McFall's observation, he noted that there are two main factors leading to the development of commercial advertising. First, Morris talked about the development of production and consumption: “the predominant tendency in cultural studies has been to treat various activities related to production as 'known', while those centered on consumption have been understood as 'enigmatic' and worthy of in-depth analysis. ”. Furthermore, advertising lies between “the realm of production and the realm of consumption.” Commercial advertising has its own value and its own evaluation standard. These two changes could be seen as the evolution of advertising with a unique and ongoing scope. (McFall, 2004) However, “The Internet is the last developed electronic mass medium of the 20th century. It is a decentralized computer network, operating internationally, that shares a communication protocol that facilitates the exchange of information (Janoschaka, 2004).” Online commercial advertising plays an active role in the new media area in general. According to the research of an advertising agency, in America the total amount of online advertising investments was 50 million in 1995, while there was a sharp increase from 50 million to 4.62 billion in 1999. Nowadays today, network advertising has already become one of the .... .... middle of paper ...... is the second largest online advertising company in China and the largest in the world. (PC Advertising Ranking, 2011) However, in recent years Dell has also experienced moments of embarrassment and difficulty regarding online advertising. After Michael Dell returned to Dell to replace Kevin Rollins as CEO, a series of measures were initiated, including the choice of international advertising giant WPP as the advertising agency. Subsequently, Dell and WPP spent $4.5 billion to create a single agency called “Emphatic” to manage Dell's worldwide marketing services in 2007.” But they ultimately failed, so WPP incorporated Dell-focused agency Enfatico into its Y&R brands after just 16 months in 2009. Enfatico didn't help Dell improve sales much back then. However, Dell has faced this challenge and taken effective measures together with WPP to solve this problem well.