The relevance of the research topic is due to the fact that advertising as a social phenomenon today under the influence of information flows intensification, the emergence and functioning of the network society is undergoing significant structural changes. There are new types of advertising that use the mechanisms of rapid and large-scale distribution at minimal financial cost. Advertising has ceased to be a form of primarily commercial, now its social, cultural, political functions are growing. Advertising no longer simply shapes the consumer sentiments of individuals, it determines their ways of life, correlates values, life goals, determines the worldview formation. The aim of the article is to study targeted advertising as a social phenomenon in the context of the implementation of the post-panopticism principle. The objectives of the study are: to analyze the specifics of social interaction and communication in the modern world, the evolution of advertising technologies in post-Panoptic society; to find out tendencies of approval of mass communication new type - social networks, their functional purpose; to reveal the essence of the post-panopticism principle; understand the relationship between targeted advertising and consumer behavior patterns. The research methodology is based on philosophical and general scientific principles of dialectical interrelation, development, systematics, historicism. To solve this goal, a phenomenological method was used, which revealed the social essence of targeted advertising on the appearance of the observed phenomena, to clarify the interdependence of the transparency principle realization and mechanisms for its implementation. Thanks to the system analysis method, it became possible to determine on the basis of targets common and distinctive features of advertising messages. The scientific novelty of the study is in the socio-philosophical analysis of targeted advertising and its forms in context of the implementation of post-panopticism principle, in establishing links between targeted advertising and patterns of behavior of its users. With the emergence and establishment of social networks, the principle of post-panopticism, on the one hand, allows to preserve the autonomy of each actor in the network, and on the other - to carry out total control over him. Social networks are space in which the process of reality transformation is currently taking place in accordance with the created "ideal" maps of consumer demands and needs. The following forms play a significant role in the development of targeted advertising: behavioral, contextual targeting, retargeting and targeting "similar" users, which involve the establishment of a number of specific features that determine the potential consumer intentions of the user, which are in closed access, are detected by special computer programs and become a threat to the confidentiality of personal data, private life, record the state of its pervasive existence. It is substantiated that targeted advertising focuses on such a model of consumer behavior as the production of "image-for-others" on social networks. Conclusion - social networks have become a space for the establishment of such a form of advertising as targeted, which under the principle of post-panopticism outlines its presence in the daily lives of individuals, forms attitudes to consumption, objectifies reality, affects the value system of people and society. Constant connection to the Internet with the established geolocation data involves the person in a situation of all- transparency, and the established style of behavior of coverage of various life moments of the person affirms postmodern character of the principle of post-panopticism.