Трансформація інтернет-реклами в медійному просторі: основні вектори розвитку

The article analyzes the transformation of internet advertising in the media space and identifies its main development vectors. The study aims to determine key trends in digital advertising, including personalization, the implementation of artificial intelligence, and the integration of modern technologies into advertising strategies. General scientific methods of cognition were applied, such as analysis, synthesis, comparison, and generalization. The research findings indicate that internet advertising is evolving along several vectors. Initially, static banners, which were the primary tool of digital advertising, have transformed into dynamic and targeted ads, ensuring more precise consumer engagement.