Economic Effects of Implementing Cloud Platforms in Advertising Project Management: Optimizing Operating Costs and Scaling the Agency Business

This article examines the definitions of key categories relevant to the research topic (cloud platforms, advertising project, operating costs, agency business), and substantiates the relevance of studying the economic effects of implementing cloud platforms in advertising project management through the lens of optimizing operating costs and scaling the agency business. The article describes the types of cloud services used in advertising project management and briefly defines their technical characteristics. The advantages and disadvantages of cloud platforms in advertising project management, which shape the structure of the cloud technology market, are highlighted. Statistical data characterizing the Russian cloud services market is analyzed, and leading providers dictating market conditions are identified.