The rapid growth of the internet and digital technologies has significantly transformed the marketing landscape, particularly in the e-commerce sector. This study aims to examine the effectiveness of digital advertising in influencing consumer behaviour, brand awareness, and purchase decisions in online marketplaces. Digital advertising channels such as social media, search engines, email marketing, and display advertising have become essential tools for e-commerce businesses to reach and engage their target audiences.

The research adopts a descriptive and analytical approach, utilizing both primary and secondary data. Primary data is collected through structured questionnaires to understand consumer perceptions, while secondary data is gathered from journals, articles, and industry reports. The study evaluates key factors such as ad personalization, frequency, content quality, and platform relevance in determining advertising effectiveness.

Findings indicate that digital advertising plays a crucial role in enhancing customer engagement and driving online sales. Personalized and interactive advertisements are found to be more effective in capturing consumer attention and influencing buying behaviour. However, issues such as ad fatigue, privacy concerns, and excessive exposure may negatively impact consumer attitudes.

The study concludes that while digital advertising is a powerful tool in the e-commerce sector, its effectiveness depends on strategic implementation, consumer trust, and relevance of content. The research provides valuable insights for marketers to optimize their digital advertising strategies and improve return on investment.