Abstract
<jats:p>The article systematizes the financial mechanisms for implementing social advertising campaigns at the level of the constituent entities of the Russian Federation, taking into account the current legal and institutional architecture. Social advertising in the Russian model is based on a combination of budgetary instruments (a contractual system and other forms of spending budget funds), mandatory provision of advertising inventory (quota) and extra-budgetary sources, including resources from the non-profit sector and business. Special attention is paid to the institutionalization of social advertising on the Internet through the operator, as well as the role of digital regulatory innovations affecting the parameters of planning and accounting for the volume of social advertising. Based on the analysis of regulations, open reporting data of the operator and academic literature, a typology of financing mechanisms is proposed by campaign stages (production/placement/accounting) and by the nature of the resource (monetary/natural). The results can be used in designing regional information policy programs and in choosing a financial campaign model in the context of budget constraints and the growing share of digital placements.</jats:p>