It is necessary to say that, at the moment and in spite of the years that do that Internet has begun to be daily in our lives, has still not been suitable the advertising language for this means, and this we must consider it at the time of planning our campaigns. Until now, the different advertising formats (banners, pop-ups, pop-unders, etc) are not more than an adaptation to Internet of the traditional advertising forms in other average like television and medos written. By tra it divides to the email marketing or the obtaining of requests of information of prospectos segmented through coupons also is an adaptation to Internet of the formats of traditional direct marketing, although improved with the possibilities of segmentation and personalización that the means offer. At the moment, the most innovating form - and than it is working better of publicity in Internet is related to the possibility of campaigning to the motors search, that already we have commented in previous articles. The publicity in Internet has a great future, directly related to the every time greater use of this means. Even so, still it is necessary to find a language and advertising scheme suitable that contribute to added value so much to the users as to the advertising supports, advertisers and agencies. We still have a long way to cross.