程序化购买对广告公司的影响研究  

Research on Advertising Agencies Impacted by Programmatic Buying System

作　　者：龚恋雯 

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）》2017年第3期67-76,共10页Journal of Advertising Study

摘　　要：2012年,程序化购买在中国市场逐渐兴起,随之迅猛发展,各类程序化购买平台兴起,广告主、广告代理公司也纷纷试水。程序化购买兴起,使得广告公司传统的调研方法、用户洞察、媒介策划、创意制作等不再适应新的需求,传统广告公司无论是从作业流程、方法论还是理论体系等都亟待调整。程序化购买给传统广告公司带来了哪些方面的挑战,传统广告公司面对这些挑战又该如何进行调整,这些都是本文将研究的问题。Programmatic buying has gradually risen in Chinese market since 2012, along with the rapid development of various types of programmatic buying platforms. Advertisers and advertising agencies also try to involve in this area. The emergence of programmatic buying makes the traditional research methods, user insight, media planning, creative production of advertising agencies no longer adapt to the new needs of advertisers. Either the operating process, methodology or theoretical system needs to be adjusted. What challenges programmatic buying is bringing to the traditional, advertising companies, and how these traditional advertising companies face with these challenges, are both the issues to be studied in this paper

关 键 词：程序化购买 广告公司 4A媒介购买 

分 类 号：F713.8[经济管理—广告]