THE INFLUENCE OF SOCIAL NETWORK ALGORITHMS ON THE FORMATION OF MEDIA ADVERTISING AND THE EFFECTIVENESS OF ADVERTISING CAMPAIGNS

Abstract

The influence of social network algorithms on the formation of media advertising and the effectiveness of advertising campaigns is investigated. Algorithms have become a key factor shaping our perception of the world and determining the success of marketing strategies. Social networks, originally created for communication and photo sharing, have now become a powerful advertising platform. Brands actively use them to promote products, but success in this area requires an in-depth study of the algorithms for influencing advertising strategies on social networks. Current trends have also been identified and the main methods for evaluating the effectiveness of advertising campaigns have been considered.