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2019 iTIC Love Analysis China Science and Technology Innovation Conference

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How has advertising evolved in the age of big data?

Research . . Li Wei Rebecca Write the . . Rebecca

In January 2019, Sheryl Sandberg, Facebook's chief operating officer, revealed that Facebook had seven million advertisers.In 2018, Facebook's advertising revenue has reached $55 billion.

 

These two amazing figures not only illustrate Facebook's dominance in the advertising industry, but also reflect the Internet's transformation and disruption of the traditional advertising industry.

 

Among them, the most obvious change is the voice gradually to Google, Facebook and other platforms with abundant traffic and data tilt, big brand customers began to micro.In contrast, tens of thousands of small and medium-sized customers have become a constant stream of money printing machines.

 

The power of technology is not to be underestimated.In the era of digital advertising, technologies such as big data and artificial intelligence have invisibly influenced the traditional advertising process.

 

Planning, creativity, production, and delivery of these traditional advertisers in the eyes of the standard process, in the Internet platform more efficient way to be shortened or replaced.

 

How does the Internet transform traditional advertising?How is big data used in marketing?Is there still a chance for third-party companies to be squeezed by the traffic giant platform?

 

Love Analytics interviewed Liu Peng, vice president of science and technology and author of Computing Advertising, on these issues.After graduating from Tsinghua University in 2005, Liu Peng joined Microsoft Asia Research Institute, engaged in voice, handwriting and other cutting-edge AI technology research.In January 2009, he participated in the creation of Yahoo Beijing Research Institute as a senior scientist, responsible for advertising and recommendation of the scientific team.At the end of 2013, Dr. Liu Peng joined 360 as Chief Architect of Commercialization, during which time 360 advertising realization system was established.He is currently Vice President of The University of Science and Technology and President of the Big Data Research Institute.

In Liu Peng's view, the emergence of Internet advertising, so that large brand customers and small and medium-sized customers of the status of a reversal, because the threshold is too high to advertise in traditional media such as television, small and medium-sized customers, can now choose to run in the headlines, Google and other traffic platforms, and achieved good returns.This is an irreversible crisis for big-brand customers.

 

And the data system to build a perfect and understand the user behavior of the platform, in the customer will have the core advantages.In marketing, Liu Peng judged that in the future, large media with data base and computing power will gradually simplify the steps and processes of small and medium-sized customer advertising.