Evolutionary social processes caused by information and communication technology are changing the traditional ways individuals and society behave as a whole. Information and communication technology has opened new communication channels and created a „new“ virtual world by defining a new interactive media framework primarily on the Web platform. The potentials of the new virtual environment have been recognized by business practice, first as an advertising space, and then in accordance with the evolution and new possibilities of Web technology, as a space for electronic business. In the Republic of Croatia, in accordance with global trends, in addition to traditional forms of business, electronic business is increasingly encountered. In this sense, it was interesting to explore the trust that the population of OsijekBaranja County has in marketing ads from the Web environment. In accordance with this problem, the objectives of the research are defined, namely secondary research to investigate what is marketing, what is electronic advertising, as well as the Internet and Web environments, followed by primary research to determine the level of trust that the population of OsijekBaranja County has in marketing ads from Web environments and finally create a conceptual model of Web advertising for the population of Osijek-Baranja County. After conducting secondary research and primary research, a descriptive conceptual model of Web advertising for the population of Osijek-Baranja County was defined by surveying the population of OsijekBaranja County. It should be emphasized, as indicated by the results of the research, that the optimal promotion for providers is word-of-mouth promotion, or any promotion that includes the sharing of information from reliable sources. Respondents have the most confidence in the posts of friends on social networks and in official sources of information such as business websites. Therefore, it can be concluded that the most important segment of successful eAdvertising in Osijek-Baranja County is making efforts to gain consumer confidence in electronic advertisements produced by bidders.