title: ÐÐµÑÐ¾Ð´Ð¸ÐºÐ° Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð¾Ð¹ Ð¸ ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð¾Ð¹ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð´Ð»Ñ Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐºÐ¾Ð»
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: The methodology for analyzing the effectiveness of targeted and contextual advertising for online schools
Creators: name: Ð¡ÑÑÐ°ÐµÐ²Ð°, ÐÐ¸ÐºÑÐ¾ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÐºÐ»Ð°Ð¼Ñ
ÑÐ°ÑÐ³ÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÐºÐ¾Ð½ÑÐµÐºÑÑÐ½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐºÐ¾Ð»Ð°
effectiveness of internet advertising
targeted advertising
contextual advertising
online school

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description: Objective of the research: To develop a methodology for analyzing the effectiveness of targeted advertising on VKontakte and contextual advertising on Yandex.Direct for online schools. Object of the research: Advertising campaigns of targeted advertising on VKontakte and contextual advertising on Yandex.Direct for online schools. Subject of the research: Tools for creating and conducting advertising campaigns on VKontakte and Yandex.Direct, including static and dynamic creatives, ad formats, audiences, settings, advertising budget, landing pages, Yandex.Metrica, and analytics services. Research methods: Analysis of scientific literature, generalization and systematization of research materials, comparison, analysis, survey, and experiment. Main results: A methodology for analyzing the effectiveness of targeted advertising on VKontakte and contextual advertising on Yandex.Direct was developed, along with algorithms for launching advertising campaigns for online schools. The definitions of "targeted advertising," "contextual advertising," and "advertising campaign" have been developed.