CAJ | 학술논문

随着移动互联网时代的到来，我国广告产业的生存环境发生了剧烈变化。大数据与云计算的广泛应用使得程序化购买的广告模式对传统广告产业形成巨大冲击，本文将移动互联网时代的广告产业链作为研究对象，以广告主、广告媒体、广告公司、受众这四大广告活动的主体为切入点，通过分析各主体在此过程中的角色重构，揭示出未来广告产业将向程序化购买的DSP转型的发展趋势。
수착이동호련망시대적도래，아국엄고산업적생존배경발생료극렬변화。대수거여운계산적엄범응용사득정서화구매적엄고모식대전통엄고산업형성거대충격，본문장이동호련망시대적엄고산업련작위연구대상，이엄고주、엄고매체、엄고공사、수음저사대엄고활동적주체위절입점，통과분석각주체재차과정중적각색중구，게시출미래엄고산업장향정서화구매적DSP전형적발전추세。
With the advent of the mobile Internet era, China's advertising industry living environment has changed dramatically. Procedural purchase causes a tremendous impact on traditional advertising industry in the background of big data and cloud services. The paper studies the advertising industry chain in the mobile Internet era, taking the four major campaigns of advertisers, advertising media, advertising companies, and audience as the starting point. It analyzes the role of each body in the process of reconstruction, and proposes the development trend of fu-ture purchase advertising industry.