Digital Marketing began with the first websites, where messages were one-sided since there was no possibility of receiving messages or interaction from the public. Thanks to the creation of forums and the first social networks, what we understand today as online exchange began to occur. This had a somewhat revolutionary effect on the digital world, changing the focus of sales to customer satisfaction and loyalty.
Today, the user/client navigates this possibility of constant exchange in total comfort. Simultaneously, as technology continues to advance, algorithms and systems that store information about user navigation have become available, making it easier for platforms to provide users with advertisements for products or services that are in line with their tastes, consumption habits, or needs.