Research On The Problems And Perfection Of Procedural Advertising Regulation In China

Nowadays,with the rapid development of science and technology,people's lives are gradually becoming intelligent,digital,scientific,and automated.Science and technology are changing people's lifestyles,and they are also guiding the development of advertising to programmatic trends.Programmatic advertising is an Internet advertisement that is automatically sold by computer programs after calculation of events,logic,and behavior rules.In the business activities,the entire advertising transaction process is automatically executed by the computer.Programmatic advertising can accurately target the target audience.According to the age,hobbies,geographic location,consumption level,educational background and other conditions of the targeted users,appropriate advertisements can be pushed to the appropriate users at the appropriate time and place..Therefore,programmatic advertising is liked by many advertisers.Programmatic advertising plays an increasingly important role in the development of China's media economy.Its regulation is to better protect citizens' rights,create a good market economic order,and promote the healthy development of the media industry.In 2016,the State Administration for Industry and Commerce formulated and issued the Interim Measures for the Administration of Internet Advertising,which is the first regulation issued in China to solve the problem of Internet advertising,and it elaborates the provisions on programmatic advertising,allowing programmatic advertising.The regulation has become a rule and has become an important guide to Internet advertising.This paper analyzes the relevant content of programmatic advertising,sorts out the concept of programmatic advertising and its development process;sorts out the existing laws such as Advertising Law and Cyber Security Law,which can provide legal basis for programmatic advertising supervision,and analyzes the program.The legal status of the regulation of advertising,the specific requirements of the three parties of the advertising demand side platform,the media side platform and the advertising information exchange platform are analyzed in accordance with the provisions of Articles 13-15 of the Interim Measures for Internet Advertising Management,and from the government and enterprises.The two aspects respectively explain the current law enforcement situation;through the case analysis method,the problems and shortcomings of the three platforms of the advertising demand side platform,the media side platform and the advertising information exchange platform are pointed out;further investigation of the programmatic advertising in the United States encounters the above problems.How to solve the problem;Finally,starting from China's national conditions,the actual situation of program advertising development and supervision,from the legal system construction,the development of industry standards,advertisers,government,innovative technology,comprehensive social supervision and other aspects Improve the rationalization of programmatic advertising supervision.