Interactive server, display apparatus and controlling method thereof

Disclosed are an interactive server, a display device and a control method thereof. The interactive server according to the present invention comprises: a communication unit for receiving a speaking voice signal including a first speaking element indicating an object and a second speaking element indicating an executive command by communicating with the display device; a storage unit for storing multiple indicators and multiple commands; an extraction unit for extracting an indicator corresponding to the first speaking element and a command corresponding to the second speaking element from the storage unit; and a control unit for generating response information corresponding to the speaking voice signal by combining the extracted indicator and the command, and transmitting the response information to the display device, wherein the first speaking element is determined based on the display state of an object displayed on a screen of the display device. As a result, the interactive server can identify a user intention for various user speaking voices, and can generate response information according to the user intention, and can provide the response information to the display device.