中外程序化广告研究的现状与趋势——基于CNKI与WOS的知识图谱分析  

A Review and Prospect of Programmatic Advertising——Knowledge Map Analysis Based on CNKI and WOS

作　　者：周承远 Zhou Chengyuan(School of Journalism and Communication,Jinan University,Guangzhou,510632)

机构地区：[1]暨南大学新闻与传播学院,广州510632

出　　处：《现代广告》2021年第7期58-64,共7页Modern Advertising

基　　金：暨南大学第22批教改项目“‘新文科+新理科’视域下培养数字营销实操技能的‘计算广告学’教学改革与实践”“暨南大学—舜飞科技计算广告技术实习实践基地(校级)”建设项目的阶段性成果。

摘　　要：本文以文献计量学为研究方法,对中外程序化广告的研究热点、研究前沿、议题发展路径及变迁、研究主体与合作关系进行了探究。研究表明,国外研究以双路径发展为主,分别为技术实现导向和产业变革导向,前沿议题更侧重在线展示广告的竞价函数、战略、代理等环节要素,研究主体以中国学者为主导,合作网络初具规模;国内研究开展早、产量高,议题从宏大、流行概念术语推进至细分环节,探讨集中于模式、平台、流程的参与等构成要素,缺乏技术实现视角与实证研究,研究前沿紧跟时代热词,研究主体多为独立作者。中外研究主题延续性差,不少议题昙花一现,而计算广告学作为新交叉领域逐渐成为主流。Using bibliometrics as a research method to explore the research contents,issues paths and changes,research subjects and co-authors situation of programmatic advertising.Foreign research grows up with a dual-path,which combines technology orientation and industrial transformation.Frontier issues focus more on the bidding function,strategy,agency and elements of online display advertising.The co-authors network which is taking shape is led by Chinese scholars;Chinese research has been carried out early with the high output,the topics of grand and popular concept terms have been advanced to subdivision areas.The discussion focused on the participation and constituent elements of models,platforms,and processes.Technical implementation perspectives and empirical research are absent in Chinese but the frontier issues were full of fashionable nouns.Research subjects are always independent authors.It’s hardly to find the continuity in the world-wide researches.As a new cross-field,computational advertising has gradually become the mainstream.

关 键 词：程序化广告 程序化购买 实时竞价 计算广告 知识图谱 

分 类 号：G206[文化科学—传播学] TP392[自动化与计算机技术—计算机应用技术]