РИЗИКИ ТА ОБМЕЖЕННЯ ВПРОВАДЖЕННЯ ТАРГЕТОВАНОЇ РЕКЛАМИ В СИСТЕМІ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ

Abstract

In the era of rapid digital transformation, targeted advertising has become one of the most effective tools in marketing communications, enabling brands to deliver personalized messages to specific consumer segments. However, alongside the benefits, there is an increasing number of challenges. This article explores the potential risks and limitations associated with the implementation of targeted advertising within marketing communication systems. The focus is placed on a comprehensive analysis of technical, strategic, financial, reputational, and external challenges that may significantly impact the effectiveness of personalized advertising campaigns. It is emphasized that the adoption of targeting tools brings not only opportunities for enhancing consumer engagement but also notable risks, including inaccurate data processing, audience segmentation errors, inefficient budget allocation, reduced brand trust, and increasing regulatory pressure. The study reveals that effective risk management requires a holistic approach that integrates analytical precision, strategic clarity, financial discipline, and ethical responsibility. Particular attention is given to external regulatory constraints, especially the evolving Ukrainian legislation on personal data protection, which is gradually aligning with EU standards. Based on a combination of theoretical and empirical methods, including literature review, comparative analysis of international and Ukrainian legislative frameworks, case study examination, and content analysis of industry reports. This methodological approach allows for a comprehensive understanding of the multifaceted nature of risks in targeted advertising. The research findings suggest that in the context of digital market transformation, targeted advertising demands not only technological advancement but also a clear understanding of the risks arising during its implementation. The article substantiates the need for the development of adaptive strategies aimed at minimizing negative consequences and ensuring the long-term effectiveness of marketing communications.