IMPROVED METHODOLOGY OF APPLYING THE OBJECT MODEL OF INTERACTION OF DSP-SSP SYSTEMS THROUGH AD EXCHANGE

Exchange. According to the results of the analysis, the purpose of scientific research is formed, which is that for automate process of the buying and selling of media content, to carry out simulations and to prove the feasibility of using the implemented platforms on the basis of the advanced method of application of the object model of interaction of DSP-SSP systems. The authors found that Ad Exchange is an intermediary between DSP and SSP platforms and implements the module one to many. Has been identified that this system enables the digital marketplace where publishers and advertisers come together to trade digital inventory. It is concluded that Ad Exchange is a standalone platform that facilitates and simplifies programmatic ads buying. The authors presented the model of the Ad Exchange system, presents advantages and disadvantages are indicated. It is concluded that the Validator block, which advertises only for a specific contingent of people, was first proposed by the authors as the most important component of this model. The Validator block is the main advantage of the system presented in the article over others. An advanced technique for using an object model of DSP-SSP systems interaction through Ad Exchange is offered. It is determined that an important component for the implementation of this methodology is Analytic, which was implemented on the DSP platform, where the client can keep track of important winnings, clicks and othere. By incorporating the Validator block, the well-known DSP and SSP algorithm is improved. Based on the proposed model, a simulation was performed where the Validator block was implemented. It is concluded that Ad Exchange is a tool for automating the process of buying and selling Internet content. This allows you to earn more money and save time on transactions. The recommendations developed by the authors track poor quality proposals and deal with risks.