The main trend of the modern online environment is the dynamic socialization of the Internet. According to various estimates, more than 80% of Internet users are registered on social networks. Every day, about 100 million people spend at least 1 hour in them, and the most active users (20%) spend more than 4 hours. There are many people who go online exclusively to communicate on social networks. Your favorite social network has become a substitute for the Internet: here you can chat, watch videos and photos, listen to music, read news, search for information and, most importantly, make purchases. Such a large, active and pre-segmented audience on various grounds has attracted the attention of marketers. Therefore, soon after the appearance of the first social networks, advertising campaigns began to be carried out on them. Currently, Facebook alone receives over $ 17 billion in annual ad revenue, and it is projected that by 2017, social media revenue from ad sales will exceed $ 41 billion.