计算广告学：“互联网＋”背景下大数据营销的范式与实践

Paradigm and Practice of Big Data Marketing from A Computational Advertising Perspective under The Internet-based Background

无论在国内还是在国外，计算广告学都是一门新兴的学科。本文从大数据的视角切入，全面呈现了计算广告学的理论范式、技术基础及实践应用等广告行业多个层面的新模式与新业态，并深刻地揭示了计算广告传播已经成为继整合营销传播之后的一种全新的营销传播范式。目前，国内对于计算广告学的研究少之又少，本文则为后续这方面的研究开拓了方向，对产业实践也会起到一定的启迪作用。

Computational advertising is a new subject in the world. From the perspective of big data, this paper presents a comprehensive new model and new format in the advertising industry, which is based on the theoretical paradigm, technical basis and practical application. The author profoundly points out that the computational advertising communication has become a brand new marketing communication paradigm after the integrated marketing communication. At present, there are few studies on computational advertising in China. This paper develops the direction for the future research, and also has great inspiration to the industrial practice.