The opinion of the supervisor for final qualifying work Davidovsky Pavel Alekseevich "THE ROLE OF THE SITES SEMANTIC CORE  IN THE ADVERTISING COMMUNICATIONS ON CURRENT AND FUTURE PLATFORMS » Department of advertising  The diploma work of Davidovsky Pavel Alekseevich is devoted to the semantic core of the site, which is the basis for search engine optimization and the creation of a contextual advertising company - in this regard, the study of the features of the formation of the semantic core, ways to evaluate the effectiveness of the semantic core and examples of the use of the semantic core to promote electronic resources can be relevant for understanding the processes that occur in the advertising sphere at the present time and, obviously, will take place in the near future in the designated area of practical experience.      In the course of the work, the main problems faced by traditional forms of Internet advertising are identified, and ways to solve them with the help of one of the main search engine optimization tools are proposed. The graduate achieved the stated goal of the work, and the corresponding tasks are fully solved.  The author showed the ability to search, summarize, analyze the material and draw conclusions. The author has a significant successful experience of practical activity in the field under study, and his conclusions are full of the truth of the profession of Internet advertising. During the pre-diploma practice, the student showed himself in good faith, demonstrated high performance, responsibility, accuracy, and the necessary practical skills. Overall assessment of the student's professional readiness: a strong base of experimental and practical knowledge has been prepared, which meets modern requirements for specialists in the field of advertising. The work meets the criteria for scientific research, and its subject is at the peak of relevance now, which indicates a high level of adaptability and self-study of the graduate.  Ulianovskii Andrey, Candidate of cultural studies, associate Professor, St. Petersburg state University, Department of advertising