TRANSFORMATION OF THE ADVERTISING BUSINESS IN THE DIGITAL MEDIA ENVIRONMENT

Global networks, socio-economic and cultural changes, the reorientation of business to the needs of the audience, have become the basis for the digital transformation of advertising activities. The article reveals the essence of advertising, determines the impact of the digital environment and the COVID-19 pandemic on the development of the media market and advertising business. The authors identified trends in the development of the advertising industry in the context of digitalization, tried to determine the future of advertising technologies.