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近年来,大数据在互联网广告中的广泛应用,带动了以技术为核心驱动力的广告产业的新变革,也使得传统媒体环境下偏重于策划能力和创意表现力的广告专业能力结构,向技术和数据层面逐渐转移,“可量化”已经成为了在线广告区别于传统广告最为显著的特点之一。其中,最为典型的例证,似乎当属技术型广告公司号称对“我知道我有一半广告费是浪费的,但我不知道是哪一半”这一行业经典困惑的颠
In recent years, the widespread application of big data in Internet advertising has led to the new revolution of the advertising industry driven by technology. It has also made the traditional media environment more emphasis on the advertising professional ability structure of planning ability and creative expression, And the data level gradually shift, “quantifiable ” has become one of the most significant features of online advertising different from traditional advertising. Among them, the most typical example seems to be a technology-based advertising company called “I know I have half of the advertising costs are wasted, but I do not know which half ” This industry classic puzzled Britain