广告监测监管领域标准化发展探究  

Exploration of Standardization Development in the Field of Advertising Monitoring and Supervision

作　　者：王晓华 李明 WANG Xiao-hua;LI Ming(Dongying Market Supervision Affairs Service Center)

机构地区：[1]东营市市场监管事务服务中心

出　　处：《中国标准化》2024年第6期50-54,共5页China Standardization

摘　　要：广告市场监测监管领域作为技术更新迭代发展的排头兵,迫切需要改变传统的监管模式,引入大数据、AI算法等新技术,构建智慧化、规范化、标准化的监管模式解决监管新问题。本文在梳理广告监测监管领域标准化发展现状、存在的问题以及开展标准化实践现实意义的基础上,结合广告行业技术发展的数字化、网络化、智能化特点,利用标准化原理,提出构建以信息数据、服务、管理等标准化框架体系,涵盖广告数据的采集、研判、共享、处理和应用流程管理等方面,支撑和引领广告监测监管领域继续探索前行。As the vanguard of technological updates and iterative development,the field of advertising market monitoring and supervision urgently needs to change the traditional regulatory model,introduce new technologies such as big data,AI,and algorithms,and build a smart,normative,and standardized regulatory model to solve new regulatory problems.On the basis of sorting out the current situation and existing problems of standardization development in the field of advertising monitoring and supervision,as well as the practical significance of carrying out standardization practices,combined with the digitalization,networking,and intelligence characteristics of the advertising industry’s technological development,this article proposes to construct a standardization framework system based on information data,services,management,and other aspects,covering the collection,analysis,sharing,processing,and application process management of advertising data,to support and lead the exploration and advancement of the advertising monitoring and supervision field.

关 键 词：广告监测监管 标准化 智慧化 流程管理 

分 类 号：F713.8[经济管理—广告] F203[经济管理—产业经济]