Types, placement platforms and trends in the contextual advertising as a marketing tool in the digitalization conditions

Abstract

The relevance of the research is due to the fact that in the context of information technology development and transformation of the marketing complex contextual advertising continues to be one of the main elements of digital marketing communications of enterprises. The aims are to analyze the types of contextual advertising and substantiate the prospects of its development as a tool of digital marketing communications. The objectives are to analyze the processes of digitalization of enterprise marketing activities, to assess the digital platforms for digital advertising, and to identify trends in the contextual advertising development. The result of the study is the identification of trends and prospects for the domestic contextual advertising market.