Express analysis of Ukrainian companies on the YouControl online service: advertising and marketing market of Ukraine

The aim of the article is to identify the most common risk factors that have been identified based on the performance of Ukrainian advertising and marketing companies. Analyses results. Ukrainian business is currently facing new realities of having to meet high transparency requirements. The process of "removing the masks" is facilitated by Ukrainian online business intelligence services that, based on the systematization of data from many different information sources, evaluate the activities of Ukrainian companies and provide evaluative answers about these companies and their activities in response to user requests. This study analyzes the activities of Ukrainian marketing companies using the YouControl online service. In particular, the study used a sample of 435 advertising and marketing companies that occupy leading positions in different regions of Ukraine, determined by the net revenue from sales of products for 2022. To determine the leading companies, the YouControl tool was used - the online service YC.Market. The study summarized the most common risk factors associated with Ukrainian advertising and marketing companies, namely: Insufficient funding according to the reported founding capital (35.86%); Wide range of registered types of economic activities (33.33%); Limited competency of employees (17.7%); Registered at an address that belongs to public housing (16.09%); Frequent institutional changes (15.17%). Other, less common risk factors should also be taken into account as signals for more thorough and meticulous additional due diligence of counterparties in the context of possible cooperation and partnership. Conclusions and directions for further research. It is important to research Ukrainian companies operating in the field of advertising and marketing in the context of the causal relationships between specific risk factors and the company's performance, in particular, such indicators as net income, net profit/loss, ROA, etc.