In connection with the increased frequency of various ways of Internet advertising, the problem of estimation of its usage efficiency in the regional economy becomes more relevant. This aspect emerges full blown at the level of large enterprises. The paper examines the impact of Internet advertising on the formation of socio-economic relations and culture of the Internet community in context of the efficiency of financial resources usage. Using the economic-mathematical and econometric methods, the authors analyze various aspects of evaluation of the Internet advertising application; define the most effective methods of modeling of Internet advertising funds, which take into account the specifics of emergence of small and medium business in Russia. The authors arrive at the conclusion that in the conditions of the increased frequency of financial crises, identification of the links of the components of evaluation of the effectiveness of Internet advertising allows to achieve more accurate financial risks forecasting, which is associated with the sale of goods, as well as the impact of online advertising on the promotion of goods and services at the local and global markets. The Internet advertising enables to perform a more effective policy to counter the negative effects of online advertising.
Keywords: Internet advertising, financial stability, economic entity, modeling, assessment, effectiveness, relationship, region
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