Digital marketing is ubiquitous and inevitable in companies' advertising strategies. Targeting the individual needs and trying to satisfy those needs definitely is a challenge for all the companies. Building a brand image and making a strong connection with customer is an important element in sales because it brings companies long-term loylaty of an individual to a brand. There are many different benefits of digital advertising that help companies become recognizable, and they are covered in this paper. The tools that companies use in advertising adapt to technologies and trends. Also, this paper covers the criticism of advertising, which causes individuals to fear invasion of privacy. In this paper, using the example of Decathlon company, the following will be explained: 1. Theory of digital marketing 2. Digital advertising strategies 3. Research on digital advertising and a critical view of privacy threats 4. Analysis of Decathlon's digital advertising strategy 5. Research conclusion