Problems and prospects of using digital marketing by modern business

Based on the systematization of the theory and analysis of the experience of Russian market companies, the article presents the problems of fraud in the process of using digital advertising. The types and methods of fraud are identified, and the signs of low quality of the fraudster’s traffic are revealed. It is concluded that the problem of fraud in the field of digital marketing will grow over the next few years. In this regard, blockchain technology as a relatively new technology is expected to improve the situation. The use of blockchain technology will reduce the rapidly growing penetration of Internet fraudsters into marketing activities in banks. The concept of blockchain can be applied to some types of marketing technologies, as it offers a more transparent and efficient way to manage players in the market online. Using blockchain technology, it will become easier for advertisers to check each ad across multiple channels and display it without deception.