Research On Audit Risk Identification And Prevention Of Internet Advertising Enterprises

The Internet economy has a quick and innovative growth,the Internet advertising industry has grown into an important part of the Internet business,and a large number of rapidly developing Internet advertising enterprises of different sizes have emerged.In such an environment,more and more Internet advertising enterprises have embarked on the road of IPO,aiming to expand the scale of operation through listing financing to establish the industry monopoly position.However,due to the fierce competition in the Internet advertising industry,which is highly dependent on top media suppliers,and extremely vulnerable to the progress of economy and technology,movement in customer requirement and other uncertainties,its sustainable operation ability is greatly uncertain.At the same time,different from the business model of traditional enterprises,Internet advertising enterprises rely on Internet technology to establish advertising trading platform and data sharing center,and innovate enterprise operation and profit model.As a result,certified public accountants lack effective understanding of them and comparables,it has a trouble to determine the authenticity of the auditees and highly enlarge the audit risk.As a result,when the auditors encounter the special characteristics of the Internet advertising industry,how to effectively identify and evaluate the audit risk,and how to prevent the CPA in the audit process are the main issues of this thesis.By the use of literature review,example analysis and definiteness and quantification combination,based on the understanding of relevant theories of audit risk,through investigating the industry deeply and analysis of case enterprises,finds out the sources of audit risk of Internet advertising industry,and puts forward targeted prevention suggestions,in order to offer new suggestions for the audit of Internet advertising enterprises afterwards,and lower the audit risks.The results show that:(1)Market competition and industry upgrading and iteration intergrate the primary origin of operating risks.(2)Revenue recognition and measurement and the recyclability of accounts receivable compose the inherent risks of the industry.(3)Auditors’ deficiency in cognition of the industry and traditional auditing skills and methods higher the risk of inspection.(4)The related responsible of the Internet advertising industry needs to create the audit skills and ways,upgrade the message system audit and information audit,and enhance the integrated diathesis of auditors.Riding the tidal current of Internet industry convergence,this thesis closely links the characteristics of Internet advertising industry with audit practice,which not only helps to broaden the dimension of audit risk research,but also has certain reference value for the audit risk management of Internet advertising industry,which helps certified public accountants avoid audit risks in practical work,improve audit procedures,and rationally assign audit resources.Better audit quality.