The master's thesis deals with the topic „Models of advertising on the Internet“, which is explained through theoretical part and shows how it looks in practice. Internet (digital) marketing has become a powerful way that can serve to strengthen customer relationships as well as realization of the initial interaction with potential future customers. Digital advertising can be divided into two basic groups: direct marketing advertising and branding. In order for digital marketing to be successful, it is necessary to provide quality and informative content, attractive ads, search engine positioning and also attraction of potential customers to the most relevant part of the page. The biggest advantage of digital marketing is that it is cheaper compared to traditional media while the disadvantages of digital marketing are the slow retrieval of the required data. The most notable trend in 2020 is the decline in the popularity of Facebook and Twitter as we manifest the growth of Instagram, TikTok and Pinterest. In Croatia, advertising through TV is still the most common, convincingly holding the first place, while the lease of Internet space is in the second place, and the press in the third place.