摘要
计算广告提出了通过运用技术和数据手段实现情境、广告和用户三者之间完美匹配的核心问题。在实现这一目标的过程中,广告的程序化购买是关键环节。程序化购买不仅仅改造了广告业务的交易环节,而且在很大程度上对广告业务流程的诸多其他环节产生了重要的影响,从而在技术和数据的层面完成了对传统广告业务流程的重构。在这个重构过程中,各个环节的变化相互作用相互强化,形成了一个正向的良性循环,从而促进了计算广告新业态和新景观的形成。
The central problem of computational advertising is to find the ＂best match＂ between a given user in a given context and a suitable advertisement through technical means and data resources, In the process of achieving this goal programmatic buying is the key link, Programmatic buying can not only reform the business process of advertising industry, but also has an important influence on many other links in the process of advertising. So it can be said that programmatic buying wilt complete the reconstruction of advertising process in the technical and data level. These changes of every link can affect each other and strengthen each other. This is a positive cycle which brings landscape of computational advertising.
出处
《中国广告》
2017年第6期125-129,共5页
China Advertising
关键词
计算广告
互联网+
广告业务
流程重构
程序化购买
Computational Advertising, Internet--plus Business Model Process Reconstruction. Programmatic Buying
