AI 数字广告平台对媒介用户行为影响的实证研究——以巨量引擎为例

An Empirical Study on the Impact of AI Digital Advertising Platforms on Media User Behavior-The Case of the Ocean Engine

随着基于AI的数字广告投放平台的广泛建立和运营,数字广告和数字营销领域迎来了更为丰富和精准的广告投放方式。这些平台不仅为广告主提供了简化、高效的广告投放途径,同时也为消费者提供了更为个性化的广告内容。然而,关于人工智能驱动的广告投放是否会导致新的信息茧房现象,以及是否会对媒介行为产生影响,尚需进行深入的研究和探讨。研究结果显示,广告投放效果可以通过人工智能算法进行精准评估,从而有助于后续的定向投放策略。此外,通过分析回传的付费数据、点击量和观看量,可以进一步定位潜在消费者,实现广告效益的最大化,但数字广告投放平台的诞生极大地改变了媒介用户的行为模式。因此,未来数字广告投放平台的发展和创新将为消费者带来更多信息选择,同时也将影响媒介用户的行为和习惯。

With the extensive establishment and operation of AI-based digital advertising platforms,digital advertising,and digital marketing have ushered in richer and more accurate advertising marketing methods.These platforms not only provide simplified and efficient advertising channels for advertisers but also provide consumers with more personalized advertising content.However,in-depth research and discussion are needed on whether artificial intelligence-driven advertising will lead to a new information cocoon phenomenon and whether it will impact media behavior.The research results show that the advertising effect can be accurately evaluated through artificial intelligence algorithms,which is conducive to the subsequent targeted delivery strategy.In addition,by analyzing the paid data,clicks,and views of the return,potential consumers can be further targeted and advertising benefits can be maximized.However,the birth of the digital advertising platform has greatly changed the behavior patterns of media users.Therefore,the future development and innovation of digital advertising platforms will bring more choices to consumers,and will also affect the behavior and habits of media users.