The communicative potential offered by new technologies has profoundly modified the marketing tools in the hands of advertisers. “Powered advertising” indicates a new model of advertising based on new digital technologies and data. “Powered advertising” offers significant advantages with respect to traditional advertising strategies, as it offers a means of advertising that is measurable and able to reach a specific consumer at a precise moment, proposing personalized content that can be used in both social media and mobile communications.#Yet certain criticalities remain unaddressed, related to both the issue of privacy and the difficulty of guaranteeing the quality of data in the various communication processes. These are problems which businesses will increasingly have to face.