An electronic apparatus comprising: a camera ; a communication interface ; a memory including at least one command, the memory is configured to store a matching table for matching and storing a plurality of advertisement categories predetermined according to a user type in a priority order; and a processor configured to be connected to the camera , the communication interface , and the memory to control the electronic apparatus , wherein the processor is configured to, by executing the at least one command, identify a person who appears most frequently among a plurality of people included in a plurality of images obtained through the camera during a self-portrait mode as a user, obtain age, gender, and body size information on the person identified as the user by using an artificial intelligence model for object recognition that was trained using age, gender, and body size information as learning data, identify (S740, S930) at least one advertisement category among the plurality of advertisement categories based on the obtained age, gender, and body size information on the person identified as the user, by using the matching table, based on an event for displaying an advertisement being occurred, control the communication interface to transmit (S760, S950) information on the at least one advertisement category to an advertisement platform server , receive (S780, S960) an advertisement in the at least one advertisement category from the advertisement platform server through the communication interface , and identify at least one of a size and a location in which an advertisement received from the advertisement platform server is displayed (S790, S970) based on the priority order. a camera ; a communication interface ; a memory including at least one command, the memory is configured to store a matching table for matching and storing a plurality of advertisement categories predetermined according to a user type in a priority order; and a processor configured to be connected to the camera , the communication interface , and the memory to control the electronic apparatus , wherein the processor is configured to, by executing the at least one command, identify a person who appears most frequently among a plurality of people included in a plurality of images obtained through the camera during a self-portrait mode as a user, obtain age, gender, and body size information on the person identified as the user by using an artificial intelligence model for object recognition that was trained using age, gender, and body size information as learning data, identify (S740, S930) at least one advertisement category among the plurality of advertisement categories based on the obtained age, gender, and body size information on the person identified as the user, by using the matching table, based on an event for displaying an advertisement being occurred, control the communication interface to transmit (S760, S950) information on the at least one advertisement category to an advertisement platform server , receive (S780, S960) an advertisement in the at least one advertisement category from the advertisement platform server through the communication interface , and identify at least one of a size and a location in which an advertisement received from the advertisement platform server is displayed (S790, S970) based on the priority order. <EOS>