Subject. The article investigates the digital technology market development, problems of determining the target audience. Objectives. The focus is on the analysis of advantages of using targeting technologies in marketing. Methods. The study draws on methods of comparative and morphological analysis, and the method of scientific abstraction. Results. Targeting in general is a strategically important area of the country's commercial, tax, economic, and monetary policy. The intended use of targeting mechanism involves a reasonable choice of the audience that is a reference point in terms of achieving the planned results. Conclusions. Targeting is becoming the most popular and effective form of advertising.
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