TENDENCIES AND PERSPECTIVES OF THE INTERNET ADVERTISING DEVELOPMENT IN RUSSIAN FEDERATION

This article presents the results of a study examining the development of online advertising as a key component of the Russian advertising market. Authors identify the following trends: the decisive role of online advertising in advertising budgets, the accelerated growth in demand for innovative online advertising formats, the shift of audiences to Russian platforms, and the increasing scale of government intervention in the development of this market segment through the transfer of data to a special registry, mandatory labeling of advertising messages, and mandatory deductions of 3% from advertising costs. Authors recommend to reduce the amount of deductions for Internet advertising expenses and actual fines for individuals.