Повышение эффективности маркировки цифровой рекламы: разработка автоматизированной системы для WhiteLeads

The thesis focuses on enhancing digital advertisement labeling efficiency through the development of an automated labeling system (ALS) for WhiteLeads, a Russian digital marketing agency. The research addresses the challenges posed by new regulations mandating compulsory labeling of marketing content in Russia's digital landscape. The project aims to optimize and conserve resources for WhiteLeads by streamlining the process of labeling digital advertisements to avoid legal penalties and improve operational efficiency. The study is pioneering due to the novelty of advertisement labeling regulations in Russia, offering a comprehensive solution that can benefit other Russian marketing agencies and international businesses operating in the country. The literature review section covers the evolution of online advertising trends in Russia and globally, as well as examining different ways of optimization of advertisement processes through adjustment techniques and automation employed by organizations from various spheres and countries. The research methodology involves analyzing organizational records and data, incorporating operational theory and project management principles, carrying out multiple assessments to develop and integrate a robust solution and assess its efficiency by employee satisfaction surveys, time savings measurements, and performance metrics evaluation. These assessments aimed to measure the impact of the ALS implementation on WhiteLeads, showcasing improvements in financial viability, employee satisfaction, time efficiency, and overall business performance. ALS was implemented successfully, completing the project within the allocated budget. ALS has reduced the risk of fines and human error by 73%, ensured compliance with Russian advertising regulations, provided stable profit growth for media buyers, improved employee motivation and saved the company 124 working paid hours per month. Key words: digital advertisement, advertisement labeling, optimization, automation, automated system.