Research On Native Advertising Supervision Strategy

Through Since Silicon Valley venture capital Fred Wilson(2012)proposed the concept of native advertising,the Internet advertising market has gradually begun to set off the original advertising fever.In China,the development of native advertising was originally based on information flow advertisements of search engines,mainly displaying the information and content of bidding rankings through keywords.After that,the original advertisements began to enter the domestic social platform,and the form was more diversified.In addition to the information flow advertisement,the video native advertisement and the news-based native advertisement were also generated.As a result,native ads have gradually emerged in the domestic Internet advertising market.According to iResearch data,by 2020,China's native advertising scale will account for more than 50% of online advertising,and the market foreseen in five years is nearly 200 billion(iresearch,2018).In the face of the rise of native advertising,the regulatory authorities are facing new challenges.China's current laws and regulations governing Internet advertising include the "Advertising Law of the People's Republic of China" implemented in September 2015 and the "Internet Advertising Management" promulgated by the General Administration of Market Supervision(formerly the State Administration for Industry and Commerce)on September 1,2016.Interim Measures.These laws and regulations stipulate that the competent department of Internet advertising is the market supervision and management department,thus forming a supervision system based on the government administrative department.This kind of regulatory system has played a regulatory role in the regulation of native advertising to a certain extent.However,there is no regulatory mechanism and system specifically established for native advertising in China,because there is no targeted native advertising supervision system.However,in the face of personalized customization,accurate push and more difficult to identify native ads,the existing regulatory system still has many difficulties and difficulties in supervision.Therefore,the purpose of this paper is to try to find out the difficulties of the original advertising supervision by analyzing the current level of local advertising supervision,and propose corresponding regulatory principles and strategies.The research value of this paper lies in: studying the positive and negative influences of native advertisements by studying the development background,types and characteristics of native advertisements,and then exploring the difficulties existing in the current situation of the original advertisement regulation under the Internet environment.Aiming at these difficulties,the corresponding solutions are proposed to realize the effective supervision of the original advertisements,which is of great significance for optimizing the Internet advertising environment and promoting the healthy development of the Internet advertising market.In the research method,the author combines qualitative research and quantitative research,and conducts research and analysis on the status quo of supervision of native advertisement through questionnaires,content analysis and text analysis.Firstly,the current supervision of native advertising is still Administrative supervision is the main one.Second,the current supervision of native advertising still has problems such as lack of supervision,difficulty in defining regulatory objects,backward regulatory technology,and insufficient media literacy.Third,in view of the current problems in the supervision of native advertising,we should learn from domestic and international regulatory experience and conduct comprehensive supervision from the perspectives of legislation,technology,advertising organization,and audience.From the overall structure,this article is divided into six parts:Chapter 1 Introduction.Through the combing analysis of the research background,the research value of this paper is found,and then the theoretical significance and its practical significance are analyzed.At the same time,the author also conducts detailed and careful study on the domestic and foreign literatures and comprehensively combs them.It finds the entry point for the research of this thesis,and then analyzes the ideas and research contents of this paper,and puts forward some research on the research methods.Analyze research innovations,priorities and difficulties.Chapter 2 Overview of Native Ads.The definition of the original advertisement is clearly defined.By introducing the type of the original advertisement,the characteristics of the hidden,resonant,precise and interactive of the original advertisement are discussed in detail,and the positive and negative effects of the original advertisement are analyzed.Chapter 3 Regulatory analysis of native advertising.Through the detailed argumentation,its definition,type and characteristics are explained,and then the status quo and stage of the supervision of the original advertisement are analyzed.At the same time,through the complete research design,through the content analysis and text analysis to find out the current aspects of the original advertising regulatory research,and then through the form of interviews to further study these aspects,and the content of in-depth interviews.The research complements the preparations for the next step in identifying the dilemmas and problems that exist in the regulation.Chapter 4 Supervision Difficulties and Causes of Native Advertising.Combined with the previous chapter's empirical research on native advertising,it found the difficulties and dilemmas of the existence of native advertising.At the same time,combined with the results of empirical statistics on the basis of problem analysis and argumentation to find out the cause of the problem.Chapter 5 Principles and Strategies for the Supervision of Native Advertising.Through the analysis of the difficulties in the supervision of native advertisements in the previous chapter,the principles of environmental governance are explored,and on this basis,the strategy of supervision of native advertisements is proposed.The conclusion part will be the whole text.On the basis of analyzing the development and characteristics of the original advertisement,the principles and strategies of the original advertisement governance are summarized and summarized to achieve the preset goals of this paper.