Digital Advertising has had a profound effect on the traditional advertising world. Online advertising and eCommerce provides retailers and advertisers with revolutionary insights into the individual consumer, their desires, behaviour, shopping patterns and lifestyle choices. The ubiquity of the internet and proliferation of digital devices also allows advertisers and retailer to reach out and respond to consumer anywhere and any place creating an intimacy and relevance that organisations have never experienced with their customers. Personalised and targeted marketing is quickly replacing generic mass media broadcast.