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Online marketing by the food and beverage industry has proliferated in recent years, but regulation to protect children has not kept pace. To support the uptake of WHO recommendations, this article defines key terms, concepts and techniques used in digital marketing. The article first explains the evolution and technical process of using personal data to target online advertising to users. It then describes specific approaches to food and beverage advertising in the digital space, drawing on real-world examples of digital advertising from food and beverage companies. The article aims to deepen understanding of digital marketing processes and concepts necessary for the design of effective regulation to counteract such marketing. Public health researchers, lawyers and policy makers must have an up-to-date understanding of digital marketing techniques to effectively regulate digital advertising to improve public health.