ECONOMIC MECHANISMS FOR THE DEVELOPMENT OF ACTIVITIES IN THE DIGITAL ADVERTISING SECTOR

This article examines the economic mechanisms driving the development of the digital advertising sector through a three-level analytical model that encompasses the structure of institutional incentives, transaction costs, resource allocation mechanisms, and channels for realizing returns on investment. The analysis reveals that, despite the gradual establishment of a regulatory framework, requirements for the identification of advertisements are frequently not met; furthermore, tax and administrative procedures impose significant compliance costs on small businesses.