ABSTRACT
Modern advertising began to take shape with the collapse of the USSR and the development of a modern market economy in the 1990s. In a short time, a small, but dynamically growing, Russian advertising market is being integrated into the global industry and is becoming global, since all of the leading global advertising agencies and global advertisers are present in Russia today. Advertising functions in Russia will change, but these changes are impossible to predict. The mainline of specialties of digitalization will remain. Promising are the directions of digital, data-driven technologies, programmatic, Real-Time Bidding, and interactive video content.
