The digital advertising landscape is diverse and constantly evolving. You can reach a broad audience or target a specific audience based on a variety of criteria. You can even target a potential customer and basically follow them around on the Internet and their mobile device to remind them about your brand or products. For example, you can run a PPC ad that someone clicks on and visits your website, then you can serve them retargeting ads that pop up on other websites as they continue to do research before taking action. Those ads may also pop up inside an app or even on streaming programs. And, to top it all off, you can track the results to see what's working, enabling you to shift your advertising budget where you get the biggest ROI.