THE ROLE OF NON-RELATIONAL DATABASES IN THE OPTIMIZATION OF MARKET MATCHING

The paper examines the role of NoSQL databases in optimizing market matching processes, especially with regard to supply and demand coordination. Traditional relational databases are reliable with structured data, but they are not much use in handling large volumes and diverse types of data on today's dynamic markets. Scalable and flexible NoSQL databases allow Netflix to efficiently manage and analyze big volumes of unstructured and semi-structured data. NoSQL databases apply advanced algorithms and real-time data analytics, thus allowing for personalized recommendations that improve customer satisfaction and enhance user retention. The findings of the study point to the conclusion that the usage of NoSQL solutions has become imperative for companies intending to maintain their competitiveness by optimal data management and market matching.