Big Data Contributes to Recency of Digital Advertising

摘要

随着大数据时代的到来，广告行业的先行者们不断探索大数据应如何应用于互联网营销。大数据在广告计划与投放方面的应用，不但使广告投放的计划定向时间得以缩短，还创立了新的广告定向方式——动态定向，实现了短时间内对广告投放的调整或优化。本文比较了传统数据与大数据在广告计划中的应用，并引用实际案例，说明广告行业已进入了一个“All-data—all-the—time（全数据、全天候）”的时代。Entering the big data era, pioneers in advertising industry start to explore the application of big data in digitalmarketing. The application in planning and launching of ads has shortened time duration of targeting plan, and helped introduced a newtargeting method: dynamic targeting, which makes adjustment and optimization of the ads in a short time realizable. Comparing theapplication of traditional data and big data in ads planning, and referring to the actual case study, leads to a conclusion that the advertisingindustry has entered an "All-data-all-the-time" era.