Research On The Transformation Of Digital Advertising Business Model From The Perspective Of BlockChain

Under the background of big data,the surge of information and the increasingly complex media ecology have provided a large number of users for the digital advertising industry,but also brought many problems to the development of the industry.As a key node of digital advertising business,media platforms have fallen into the dilemma of bad money driving out good money,which has had a negative social impact.Advertising providers,content contributors and attention providers form a "three-way lose" situation in the entire advertising ecosystem.The characteristics of decentralization,openness and transparency,privacy and security,immutability of blockchain have brought new opportunities for the multi-party incentive-compatible development of digital advertising operations.The dissertation follows the general idea of "proposing problems → analyzing problems → solving problems",and is divided into five parts.The first part,combs the domestic and foreign literatures about blockchain and blockchain in the development of digital advertising management,summarizes and analyzes the research basis for the development and reform of digital advertising management from the perspective of blockchain,and provides information for digital advertising management from the perspective of blockchain.The internal logic of development,incentives and compatible changes is laid.The second part,clarifies the historical background and era background of the birth of digital advertising.Expounds the historical origin of the development of digital advertising management,and the different characteristics of offline and online advertising management,draws out the development crisis of the PIK model of digital advertising management in the context of the Internet.And points out that digital advertising management under the power of centralized digital media platforms has "one win and three losses".The impact of the current incentive incompatibility on the development of the industry.The third part,demonstrate the inherent legal significance and revolutionary potential of blockchain to the incentive-compatible reform of digital advertising business model from three aspects: technical logic,value logic and target logic.The fourth part,focuses on the practical strategy of blockchain to promote the transformation of digital advertising business,based on the current centralized Internet architecture "digital advertising + blockchain" optimization model and the "blockchain + digital advertising" remodeling model that is endogenous to the distributed architecture of the blockchain,explore how digital advertising can achieve "multi-incentive compatibility" action strategies.The fifth part,summarizes and analyzes the current situation of blockchain application in digital advertising business development,and makes a prospect outlook.The main innovations of the dissertation are mainly reflected in the following two aspects: Firstly,starting from the technical attributes driven by the decentralization of the blockchain,the development of digital advertising management is extracted from the current centralized Internet architecture.Leaving it out,taking this as a cut-in to discuss the subversive development model of digital advertising management from the perspective of blockchain.Secondly,introducing the concept of "incentive compatibility",from the realistic dilemma realized by the "multi-party incentive compatibility" of digital advertising participants and the possibility in the perspective of blockchain as a comparative analysis framework,trying to provide a framework for blockchain in digital advertising development and application in the field of business development depict an optimal state.