Methodological approach to assessment of the efficiency of internet advertising as a tool of promotion in electronic commerce

The article analyzes the theoretical and methodological approaches and applied aspects of evaluating the effectiveness of online advertising, Internet advertising. The author's definition of Internet advertising is proposed. It has been proved that when carrying out the procedure for assessing the effectiveness of Internet advertising, it is advisable to use an integrated methodological approach that allows evaluating communicative and economic indicators within the framework of the AIDA model. On the basis of the research carried out, the main KPI of Internet advertising have been systematized and the sources of information for their calculation have been identified. A methodological approach to assessing the effectiveness of Internet advertising as a promotion tool in e-commerce has been developed.