移动互联网时代的广告产业链角色重构与平台化转型

Advertising Industry Chain Roles Reconstruction and Platform Transformation in Mobile Internet Era

随着移动互联网时代的到来,我国广告产业的生存环境发生了剧烈变化。大数据与云计算的广泛应用使得程序化购买的广告模式对传统广告产业形成巨大冲击,本文将移动互联网时代的广告产业链作为研究对象,以广告主、广告媒体、广告公司、受众这四大广告活动的主体为切入点,通过分析各主体在此过程中的角色重构,揭示出未来广告产业将向程序化购买的DSP转型的发展趋势。

With the advent of the mobile Internet era,China＇s advertising industry living environment has changed dramatically. Procedural purchase causes a tremendous impact on traditional advertising industry in the background of big data and cloud services. The paper studies the advertising industry chain in the mobile Internet era,taking the four major campaigns of advertisers,advertising media,advertising companies,and audience as the starting point. It analyzes the role of each body in the process of reconstruction,and proposes the development trend of future purchase advertising industry.