摘要
随着媒介技术和互联网的发展,新媒体崛起,广告投放重点也转向了互联网端,传统媒体广告收入断崖式下跌。技术的发展推动着互联网广告形式不断变化创新,从初期的搜索广告和广告网络(也被称作广告联盟)到程序化广告再到现在的信息流广告。有些旧产品的市场空间被新产品不断挤压,有些则方兴未艾与新产品齐头并进。和其他互联网广告形式相比,信息流广告在效果导向的运营中,是真正基于数据闭环的精细化运营实践,能够实现“千人千面”的精准触达,原生性强,对用户的打扰度低,且易标准化和规模化,这些因素促使信息流广告成为互联网广告的主流形式之一,并使之成为各大媒体平台流量变现的重要方式。
With the development of media technology and the Internet,coupled with the rise of new media,the focus of advertisement serving has shifted to internet terminals,while traditional media advertisement revenue has declined drastically.The development of technology promotes the continuous change and innovation of the forms of internet advertisements,from the initial searching advertisements and advertising networks to programmatic advertisements and then to present news feed advertisements.The market share of some obsolete products is constantly squeezed by innovated products,while some are still in the ascendant and keep abreast of with new products.Compared with other forms of internet advertisements,news feed advertisements are refined operation practice based on closed-loop data in effect-oriented operations,which can achieve precise and customized touch,with strong originality,being less disturbing to users,and are easier to standardize and scale.These factors have boosted news feed advertisement to one of the mainstream forms of online advertisements,and make it an important source of profit for major media platforms.
出处
《传媒观察》
CSSCI
2021年第7期85-92,共8页
Media Observer
关键词
新媒体
信息流广告
互联网广告
new media
news feed advertisements
Internet advertisements
