The article deals with the features of the manifestation and infl uence of modern advertising market on the functioning and development of the modern media. The advertisement in today’s media is the subject of research. The impact of advertising and media revenue sources segments on the effectiveness or ineffectiveness of advertising product are the methods of analysis in this article. It is also addressed ways of further development of advertising in the media industry. It is noted that in Ukraine, the share of advertising revenues in the market is still only growing, especially with respect to digital media, so the income of media – there are an investment and non-return funds, as well as game events, rentals, etc. In spite of this situation, advertising however, is a kind of pillar of the media industry. Attention is paid to the thesis that an important detail, which guided the successful media – is an organizational function in conjunction with the campaign. That is of great importance is the fact, whether the media will be able to fi rst of all organize your audience, and then later to offer and some promotional product. As a result, it is proved that the relevance and importance of a personal approach to the user – this is the way to sell advertising, which has the potential to become the dominant media for those who position themselves as full-fl edged, not aggregate in the near future. The problem of research is interrelation and interaction of digital and traditional media advertising in the forms of presentation to the consumer also

advertising, media, monetization, user, host, media space, online, media-market content, targeted advertising