我国程序化购买广告平台研究  

Research on Advertising Programmatic Buying Platform in China

作　　者：崔安琪 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2016年第3期34-44,共11页Journal of Advertising Study

摘　　要：随着数字生活空间的不断延展,广告主越发追求与消费者的精细化沟通,每一个网民对其品牌均有不同价值,因此需要精密的数据模型来了解每个网民的特点,方可确定最佳出价,减少对用户的打扰和无效的广告投放。近年来,程序化广告成为我国数字营销领域最流行的投放方式,程序化广告的出现让受众发现出现在他面前的并非一条广告,而是一条可用的信息,让对的内容在对的时间遇到对的人,达到"因人而异"的效果,因此越来越多的学界和业界人士对程序化购买广告表现出愈发浓厚的兴趣。在本文中,笔者对阿里妈妈、腾讯广点通(腾讯效果推广)和百度网盟三大程序化购买广告平台进行重点解读,基于三者共性和差异进行对比总结,尝试性提炼出程序化广告平台的研究路径和对比框架,希望有助于进一步开展程序化广告平台的对比研究。With the continuous extension of the digital, living space, advertisers are increasingl-y interested in pursuit of fine communication with consumers. Every Internet users of its brands has different value. Therefore, it is necessary to find the suitabl-e data model to understand the characteristics of each Internet user, determine the optimal- bid, reduce the user disturb and ineffective advertising del-ivery, in recent years, the procedural, purchase advertising is becoming the most popular way to launch in the digital, marketing area in China. It appears to make the audience found in front of him s not an advertisement, but one avail,able information. Let the content satisfy the right peopl,e at the right time varying from person to person. As a result, more and more academic circl,es and industry participants show increasingl-y strong nterest in the procedural- purchase advertising.ln this paper, the author study on Ali Mama, Tencent wide point and Baidu Wangmeng procedural, purchasing advertising platforms, whose aim is to contrast and sum up their simil,arities and differences. And then the author refined the research paths and the frameworks for the deeper comparison of the procedural, purchase advertising, which is hel-pful, for the further research on the comparative study.

关 键 词：程序化广告平台 阿里妈妈 腾讯广点通 百度网盟 

分 类 号：F713.8[经济管理—广告]