The Research Of Ethical Issues On Programmatic Buying Advertising In The Age Of Big Data

The 21 st century is a century when Internet Technology has been exerting much greater influence than ever before on the world. Such influence can be easily seen from the gradual and complete transformations that have occurred in the way in which people live, work and think, as Internet deeply rooted in their life. Due to the fully global effects of Internet Technology, advertising industry has also come to embrace the Internet, making Internet advertising the most important way and carrier to convey advertising message. Suffice to say, what makes Internet advertising so distinct from the tradition one lies in that its communication form will change following further development of Internet technology and expansion of diverse consumption. In the digital advertising age, Programmatic-buying advertising, a kind of Internet advertising that develops based on Internet Technology, is increasingly gaining in popularity after its introduction from America to our country, and drawing the attention of many experts from the academic world and industrial world.So far, Programmatic-buying advertising in our country is still in progress, but its dramatic development has been appealing to people from all walks of life. The year 2014 was regarded as the First Year for the development of Programmatic-buying advertising in our country. As An authoritative research agency predicts, the market share of programmatic-buying advertising will continue to grow in a couple of years, no matter at home or abroad, so will its market size. In particular, Programmatic-buying advertising in our country will maintain good development momentum and is going to far exceed America and European countries over the same period. Although programmatic-buying advertising is promising and keeps going up, some ethical and negative issues have emerged already. Thus, it is of great significance to come up with some effective measures and solutions to avoid or deal with these issues, which is exactly where this thesis’ s goal lies.This thesis mainly discusses the ethical issues of Programmatic-buying advertising in the age of big data. It begins with the introduction of programmatic-buying advertising, including its connotation, features and operation procedure, etc.; and then deeply probes into those ethical issues brought about by the development of Programmatic-buying advertising in China, with some relevant solutions attached to it, expecting to provide those who are engaged in this business or those who pay attention to it with some practical and feasible suggestions.