Research On The Application Of Big Data And User Portrait In Computational Advertising Development

In the context of social computing and the era of big data changes,the advertising industry has derived from a new advertising paradigm-computational advertising which the data and technology is the core elements.This advertising really match user contexts to help maximize ads' value.On the computational advertising research,the current academic community is still focused on the algorithm technology,the core content of the computational advertising and the panorama development is still blank.In this paper,author use the literature research,case analysis,induction summary method to study,and from the core elements to cut,through the depth interpretation of big data and user portraits applications in comuputational advertising,mapping out the overall development of the whole picture of computational advertising,to understand the history and the status quo about computational advertising,analysis it progress and shortcomings,at last,to explore the future applications path of computational advertising.According to the literature research method,the development of computational advertising is defined,and its development is divided into three stages.And the paper put forward the core role of data and technology.Then,the paper analyzes the application about the data and technology.Based on the current situation,the article reviews the problems in the development of the application of the stage of computational advertising.At present,there are three major problems of data closure,technical imbalance and content fault,and explore the root of the problems.Through the reflection of application of advertising,depend on a large number of case studies and think about the development of industry trends,the paper intend to explored a scientific path for the future development of computational advertising.Data and technology is still the core elements of computational advertising,and computational advertising 3.0 will take off in the intelligent era.The future will build station-style large-scale DMP,to coherent the industry data labels,and artificial intelligence and ecological entrance will help achieve the precise match,and the original content of the program will bring the effect of advertising effect.