面对数字化的浪潮,广告业的调整与创新一直没有停止。但技术对广告业造成真正的威胁,是技术开始对传统广告业务进行替代。这种替代不仅是来自行业内部的变革力量,更多地体现在外部的技术公司、互联网公司等跨界后产生的替代性威胁。以2012年之后逐渐崛起的程序化广告为标志,技术的替代性正逐渐明朗化,但程序化目前还仅仅是个开始,真正的威胁是人工智能正在加速渗 In the face of the tide of digitization, the adjustment and innovation of the advertising industry has never ceased. But technology poses a real threat to the advertising industry as technology begins to replace traditional advertising. This kind of substitution not only comes from the transformational power within the industry, but also reflects the alternative threat arising from the cross-border of external technology companies and Internet companies. With the advent of procedural advertisements that have been rising since 2012, the technical alternatives are becoming clearer, but programming is still just the beginning, and the real threat is that artificial intelligence is accelerating