The work is devoted to an urgent problem — the study of the evolutionary dynamics of web advertising, its assessment and effectiveness, as well as the problem of legal support and security of information systems. The goal is a systematic analysis of web advertising in an unsafe information field, its relevance and criteria for assessing marketing efforts, minimizing risks, maximizing additional profits and image. Research hypothesis — the effectiveness of web advertising is determined by the form of advertising, place of display, location of the block, model of calculation of the advertising campaign. An approach based on the establishment of preferences, partnership between the state and business structures is emphasized. It takes into account the COVID-19 pandemic, a slowdown in the pace and features of the evolution of business companies in self-isolation. The subtasks of influence on the advertising efficiency of the site’s features and web advertising are highlighted. A comprehensive analysis of information and logical security and computational models of web advertising companies was also carried out.
