Advertising represents an impersonal, paid and pre-arranged form of communication between the product and the customer with the aim of informing, creating a certain need, encouraging them to buy, and finally, making a sale. It is mostly aimed at a wider audience, but over time, personalized ads based on previous individual searches are becoming more prevalent. So, every day during internet searches, users leave clues about their identity and shopping habits. They can do this consciously but also unconsciously, and what constitutes a trace of every internet user is called a digital footprint. Online payment, social media service, publishing content, reading digital newspapers, commenting on certain content – these are all activities that form a digital footprint. In order to ensure individually personalized advertisements for each individual, it is necessary to closely monitor the purchasing behavior of consumers in the online store, that is, to find out as much information as possible about potential customers. However, not all consumers are fond of the aforementioned advertising methods. Many are concerned about the low level of online privacy. On the other hand, consumers significantly appreciate the opportunities provided to them, and they are available with a single click of a mouse. It is a very simple way to share your experiences, but also to find others experiences, which is a significant help when deciding to buy. The paper is divided into theoretical and practical part. The theoretical section will explain the importance and effectiveness of digital advertising and personalization, as well as the indispensable impact of digital ads on traders, advertisers and consumers. The practical part is based on the evaluation of the results of the primary survey conducted on ninety respondents from Osječko-baranjska county.