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Abstract
The article conducted a comprehensive analysis of the development of Digital Advertising in Kazakhstan for 2024-2025 according to statistical data and assessed its impact on consumer behavior. A comparison of global and Kazakhstan digital advertising trends in 2025 showed that digital tools are actively used in the advertising market of Kazakhstan. The scientific article carried out a SWOT analysis of global digital marketing trends, the current state of development of the advertising market in Kazakhstan, changes in consumer behavior, confidence in online advertising and artificial intelligence, and the role of social media and mobile applications. For the study, the results of online interviews conducted by the advertising communication agency "Mediainsider" in different cities of Kazakhstan were used. Analysis of digital advertising performance indicators showed that the use of modern advertising tools allows companies to more accurately identify the needs of the audience, identify changes in consumer behavior, and optimize marketing strategies. However, the study found that despite technological advances, companies do not always accurately define their target audience, ads intended for an incorrectly selected object are shown to users who are not interested in the product, intense competition in the digital space, rising online advertising costs and the dependence of companies on international advertising platforms such as Google Ads.