ALIGNING MONETIZATION STRATEGY WITH CORPORATE FINANCE: PERFORMANCE MANAGEMENT IN TECHNOLOGY-DRIVEN ADVERTISING BUSINESSES

Technology-driven advertising businesses increasingly operate within dynamic digital ecosystems where revenue generation depends on algorithmically optimized monetization systems and financially governed performance frameworks. This study examines the extent to which the alignment of monetization strategies with corporate finance mechanisms influences organizational performance in digital advertising platforms. A multi-dimensional analytical framework integrating monetization efficiency indicators such as Revenue per Mille (RPM), Effective Cost per Acquisition (eCPA), Fill Rate, Conversion Rate, and Advertiser Retention Rate with financial governance variables including Return on Investment (ROI), Operating Margin, Capital Allocation Efficiency, and Financial Leverage was employed. Using a sample of 120 technology-driven advertising firms, the study applied Principal Component Analysis (PCA), Structural Equation Modeling (SEM), and hierarchical regression techniques to evaluate the relationships between monetization architecture and financial performance outcomes. The results reveal a statistically significant positive association between monetization efficiency and financial indicators such as ROI and operating margin, while capital structure variables were found to moderate monetization-driven profitability. Cluster-based performance analysis further demonstrated that firms exhibiting stronger monetization–finance alignment achieved higher financial stability and revenue optimization efficiency. The findings underscore the strategic importance of integrating monetization strategy within corporate finance planning processes to enhance performance management and sustain long-term enterprise growth in technology-driven advertising environments.