中国互联网广告效果监测发展报告(2003～2016)

A Report on Internet Advertising Effectiveness Tracking in China (2003-2016)

效果研究是互联网广告研究的核心问题之一,而互联网广告效果监测数据更是有着巨大的商业价值。本文第一次系统梳理了我国互联网广告效果监测的发展脉络,通过对2003年至今我国互联网广告监测行业发展历史的回顾,提出按监测内容将之划分为移植期、全流程期和跨屏期三个阶段,按监测机构的发展重心与策略,划分为工具化、数据化和生态化三阶段。在此基础上,文章从数据资源、监测技术、行业标准与行业发展机制等方面,对我国互联网广告效果监测行业的制约因素和未来发展趋势进行了进一步的探讨。

Effect measurement is one of the core issues in the field of internet advertising research and the data of internet advertising effectiveness tracking has its huge commercial values. Based on the historical review of the internet advertising tracking industry in China since 2003, this article proposed that the industry can be marked in three stages successively, namely transplanting period, omni-direction period and cross-screen period according to the content of monitoring, or it can be divided into tool period, data period and ecology period as well according to the foci and strategies of advertising tracking agencies in different stages of development. From the aspects of data resources, tracking and measuring technologies, industry standards and developing mechanism, the article made a further discussion on the constraints and developing trends of internet advertising effectiveness tracking industry in China.