A display device comprising: a display; a communication interface; and a processor configured to: establish a connection with an external device through the communication interface and receive a data packet from the external device through the established connection, obtain mode information of the display device identifying if the display device is in a shop mode wherein the display device is located in a shop, obtain advertising content corresponding to the external device based on identification information of the external device included in the data packet and the mode information identifying that the display device is in the shop mode, and control the display to display the obtained advertising content; the display device further comprising a sensor configured to obtain user sensing data corresponding to a user, and wherein the processor is further configured to determine at least one of a type of the displayed advertising content, a display position of the displayed advertising content, or a display time of the displayed advertising content, based on the user sensing data received from the sensor, wherein the processor is further configured to determine a size of text based on an age the user and determine the display position based on a height of the user. a display; a communication interface; and a processor configured to: establish a connection with an external device through the communication interface and receive a data packet from the external device through the established connection, obtain mode information of the display device identifying if the display device is in a shop mode wherein the display device is located in a shop, obtain advertising content corresponding to the external device based on identification information of the external device included in the data packet and the mode information identifying that the display device is in the shop mode, and control the display to display the obtained advertising content; the display device further comprising a sensor configured to obtain user sensing data corresponding to a user, and wherein the processor is further configured to determine at least one of a type of the displayed advertising content, a display position of the displayed advertising content, or a display time of the displayed advertising content, based on the user sensing data received from the sensor, wherein the processor is further configured to determine a size of text based on an age the user and determine the display position based on a height of the user. establish a connection with an external device through the communication interface and receive a data packet from the external device through the established connection, obtain mode information of the display device identifying if the display device is in a shop mode wherein the display device is located in a shop, obtain advertising content corresponding to the external device based on identification information of the external device included in the data packet and the mode information identifying that the display device is in the shop mode, and control the display to display the obtained advertising content; the display device further comprising a sensor configured to obtain user sensing data corresponding to a user, and wherein the processor is further configured to determine at least one of a type of the displayed advertising content, a display position of the displayed advertising content, or a display time of the displayed advertising content, based on the user sensing data received from the sensor, wherein the processor is further configured to determine a size of text based on an age the user and determine the display position based on a height of the user.