Application Study On Big Data In Online Advertising

Big data era has brought a powerful force for change to the whole society, the network advertisement because of big data technology to stimulate the glow of new life. Data technology to achieve a reduction in virtual network space, a mass of information to establish a bridge of human life and the network of the world, facing the changing environment, the traditional online advertising model require large data personalized to meet the needs of users, change the mode of transmission in order to enhance the effect of advertising. Therefore, the value of big data in network advertisement and use strategies in-depth study is necessary.The transformation of the traditional Internet advertising rate has been low,unable to adapt to the era of big data to advertisers advertising on the network needs,so it is necessary to strengthen the joint network advertising and big data. The possibility of network advertising and big data in hand, focus on the following four aspects: the massive amounts of data generated by the network platform has laid a solid foundation for the network advertisement using big data; data analysis technology provides technical support for the network advertisement; big data is widely used in the Internet industry a favorable environment for development of Internet advertising; multi terminal platform to provide comprehensive data of congenital conditions for accurate prediction of network advertisement.Data mining analysis of the network advertising marketing again turned gorgeous: from advertising to private custom, running from the extensive to the precise push large data of network advertising value is not only reflected in the crowd to target ads precise positioning and analysis; advertising itself, increase advertising creative material, more readable, see the realization of dynamic advertising;advertising push, more timely.Big data applications in network advertisement is increasing day by day, but there are also many problems in the application process. According to the findings of empirical research: Internet users on the network advertisement mandatory exclusion strong; the network advertising do not know much of psychological fear rejection;privacy; has a strong desire for the network advertisement originality. In addition,because now the big data technology still belongs to the stage of development in China, the lack of understanding of big data and the use of the user needs to grasp,leading to errors, the accuracy of advertising is not enough, data mining is not enoughdepth to related data and advertising is not enough user privacy security is not enough,the data update delay, data flow problems is not strong, so the network advertising precision and user experience effects are not as good as expected. The lack of effective analysis and related personnel, data update of unstructured data and liquidity is not strong is the main reason causing the above problem.Internet advertising in order to achieve the effect maximization requires big data.Aiming at the problems in the application of, can from the following several aspects to promote the use of big data in network advertisement: strengthening of data collection and the analysis, to improve the advertising precision; strengthen the relevance of data and associated advertising; to protect the user’s privacy and autonomy, improve the user experience value; to make good use of relationship marketing, let the user take the initiative to become disseminators of advertising;advertising real-time delivery, improve advertising push speed; the optimization analysis using data to improve the advertising creative, advertising communication effect; culture and finally to strengthen advertising big data talent.