大数据时代人与技术的互动——行为定向广告及其价值与争议

The Interaction between Human and Technology in the Big Data Era——Behavioral Targeting Advertising&Its Value and Disputes

大数据时代,广告产业发生着深刻的变革。大数据技术的发展影响着广告活动的各个环节和广告市场中各个主体。行为定向广告是大数据时代广告形态转变的一种体现。本文通过对已有文献与网络公开资料的研究,对行为定向广告的含义、类型、发展进行了梳理。在相关理论视域下对行为定向广告进行审视,指出行为定向广告与传统广告相比存在的价值,探讨该广告形态所存在的争议。从技术与人的关系的角度出发,对行为定向广告的发展进行了思考与展望。

In the big data era, the advertising industry has profoundly changed. The big data technology affects on all aspects of advertising market and the various subjects of it. Behavioral targeting advertising is a typical big-data-era advertising form. In this article, through the existing literature and the network of public information research, We study the meaning, type and development of behavioral targeting advertising. We review the behavioral targeting advertising,point out the values of it, and discuss the disputes about the advertisement. Finally,from the perspective of the relationship between technology and people, we pondered and forecasted about the development of Behavioral Targeting Advertising.