In the conditions of globalization and digital transformation, effective Internet advertising becomes an important tool for attracting the attention of consumers, increasing brand recognition and stimulating demand for goods and services. The purpose of the article is to develop Internet advertising strategies for new and developing markets. Particular attention is paid to the characteristics of new markets, which have their own unique features, such as differences in culture, the level of technological availability and consumer preferences. The key factors influencing the success of Internet advertising in such conditions are argued, including the choice of the right communication channels, content adaptation and targeting. Attention is focused on the possibilities of using mobile technologies, social networks and search optimization to increase the effectiveness of advertising campaigns. Successful examples and practices of international companies that adapt their advertising strategies to the features of developing markets are structured, as well as the risks and challenges faced by brands when introducing Internet advertising in new countries are revealed. Recommendations for optimizing advertising campaigns, increasing their effectiveness, and creating sustainable positions in new markets.