Exposure to alcohol marketing increases the acceptability of using alcohol, at an earlier age of onset and influences alcohol use behaviors, including heavy episodic alcohol use. The digital ecosystem provides opportunities for marketing companies to position increasingly covert advertising. These new advertisements target individual consumers based on the data that has been gathered about them, allowing marketers to optimize their strategies. Policy- and decision-makers concerned to regulate and enforce digital marketing to prevent and reduce harm need to keep pace with the constantly evolving digital marketspace.