Aditya Raj, Law College Dehradun Uttaranchal University
Dr. Bhawna Arora, Law College Dehradun Uttaranchal University
Introduction
The extensive use of the internet and technical developments has led to a dramatic revolution in advertising in the current digital era. Modern company strategies now revolve around digital advertising, which has completely changed how companies engage with their customers and compete in the market. In addition to completely changing the advertising sector, this transformation has led to a reassessment of the rights and safeguards afforded to consumers in the digital sphere. Digital advertising is the umbrella term for a wide range of marketing initiatives carried out using online platforms, including search engines, social media, mobile applications and websites. Digital advertising, as opposed to traditional forms of advertising like print or television commercials, uses the internet's connectivity and interactivity to deliver tailored messages to specific audiences in real-time.
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