Computational advertising related papers

Computational advertising: the transformation of advertising communication in the era of big data —— Based on the perspective of internet plus's technical and economic paradigm

Liu Qingzhen, School of Management and Media, Beijing Information Science and Technology University, published in Discussion on Modern Economy, No.2, 20 16.

Abstract: Computational advertising, as a new interdisciplinary subject, is produced under the background of the current transformation of old and new technologies and economic paradigms, which meets the needs of accurate customized communication in the era of media convergence. The core essence of computational advertising is to achieve accurate matching of advertisements, situations and consumers. Big data technology and two-way interactive platform are two basic pillars to achieve this goal. At present, computational advertising has led to new modes which are completely different from the traditional forms of advertising communication, such as customized recommendation, integrated communication, intelligent adjustment and programmatic buying. In the future, computing advertising will bring great changes to the entire advertising industry chain, and also put forward a strong demand for compound computing advertising talents.