Main aspects of project management brand promotion using audience data in a digital environment

Abstract

The development of digital communication tools and promotion methods has changed the approaches to planning and implementing campaigns on the Internet. Campaigns using audience data are implemented with the participation of technology platforms and data providers. The author proposes an organizational and economic model for the interaction of all participants in the advertising market when implementing campaigns using audience data. The process of implementing online campaigns requires advertisers and agency employees to have new competencies and a deep understanding of the functions of all participants in the campaign implementation process. The article discusses the transformation of the functions of the advertiser and agencies in the management of advertising activity on the Internet.