Сучасні підходи та перспективи розвитку таргетованої реклами

Abstract

This article explores the effectiveness of targeted advertising on the Internet, emphasizing the role of artificial intelligence and machine learning in optimizing marketing strategies. It examines the impact of data privacy regulations, the decline of third-party cookies, and the shift towards first-party data and contextual targeting. The study highlights how businesses adapt to new challenges by integrating AI-driven behavioral analysis and personalized content strategies. Additionally, it discusses the balance between personalization and data privacy, identifying key trends shaping digital advertising in 2025.