The Precise Delivery Study Of Internet Advertising Based On Big Data

With the changing of marketing environment and communication environment,the precise delivery of advertising has realistic necessity.The rapid spread of the internet,prompt the scale of internet advertising to expand gradually.Although internet advertising has a significant advantage in the dissemination,there is still a problem of misalignment in the process of delivery.Big data,provides a realistic feasibility for the precise delivery of internet advertising.Since the generation of big data,the precise delivery development of internet advertising has gone through three stages:import period,growth period and maturity stage.Nowadays,the participation main body has been increased,the market size has been expanded,and the delivery system has been improved.China’s Standardized policy environment,"new normal" economic environment,diversified social environment and mature technical environment,promote the development of precise delivery.There are many kinds of internet advertising in the form of precise delivery,such as:searching engine advertising,social networking advertising,electronic direct mail advertising,e-commerce website advertising.Big data runs through the process of online advertising,from establishing the user database,depicting the user portraits,forecasting the user’s consumer demand,to purchasing of media resources,targeting advertising information,monitoring of advertising results.The delivery focus of internet advertising,from purchasing the media into purchasing the audience;the delivery object from the target group into the target individual,the delivery activities from the creativity-driven into the creativity,technology co-driven.The precise delivery mode of internet advertising has been emerging.The associated infiltration mode,based on the relevance of the product and the user,and delivery activities are predictive,cracking delivery effect.The rapid trial and error mode,optimize the delivery process through the rapid trial and error,and delivery activities are inclusive,improving delivery effect continuously.The real-time bidding mode,use DSP,SSP,DMP,and Ad Exchange platforms to complete ad serving,and delivery activities more automated,controlling the delivery effect accurately.Nowadays,there are still some problems interfere with the precise delivery of Internet advertising,such as:the user database fragmentation,the user targeting deviation,the information matching deviation,the evaluation misalignment of advertising effect,the audience psychological cognitive rejection problems.To solve these problems,we should improve the construction of the user database,target users accurately,match information content personally,optimize advertisement effect evaluation system,enhance the psychological acceptance of the audience.