Digital advertising has evolved from focusing on awareness, recall, and persuasion to prioritizing engagement and interaction between advertisers and consumers. Early digital ads primarily used interruption to grab attention, but ads now aim to form connections through personalized, useful content and stories. This allows for continuous two-way communication rather than one-time messages, building relationships through useful, integrated, and rewarding experiences. However, highly personalized ads raise privacy concerns, as even anonymized data can sometimes be traced back to specific individuals.