Scientific publications

Currently advertisement has taken a great part in market promotion of goods and services. Many types of electronic advertising are used in modern business. All types of advertisements are aimed to gain the maximum profit and minimize cost for a publisher. Many types of advertising are used on the Internet. Internet advertising has become widespread as it allows achieving closer engagement with the consumer. To increase its efficiency modern advertising service market is becoming more and more focused on advertising for a particular consumer based on the analysis of their interests. It is a reason why the RTB (real time bidding) is the most popular platform for Internet advertising. The state of the Internet advertising market and its development prospects are analyzed in the article. The USA is the first country where the RTB platform was used with the great success. Investments in the electronic advertising market are constantly growing. That is a reason why RTB-technology is being developed and new components are used for increasing parameters of such systems. In this study modern architecture of RTB-system is considered. Many companies have their own RTB-platforms. However, each of them may contain common components, such as SSP-, DSM-, DSP-modules. As a rule, some micro services which are programming products developed by companies themselves, may be added to existing parts in order to expand system functionality. The number of components depends on company’s own decision and system architecture. The standard Open RTB 3.0 was developed for the implementation of RTB systems where basic parameters for such system are described. This standard allows automating such system development. In this work, the requirements for RTB system parameters and architecture components are determined