Supervision Of Advertising Under The Big Data Background

With the development of computer technology, more and more higher processor performance and memory capacity causing the Internet, networking, e-commerce, mobile Internet and other IT applications and services booming growing. These applications and services produced vast amounts of logical data and information, Big Data concepts and application emerged. Big Data applications can cover almost all sectors of society; it has become an important factor in productivity improving. September 2015, The State Council of the People’s Republic of China issued "Action Outline on Promoting the Development of Big Data" to promote the development of Big Data through the national level, this "Action Outline" is in order to achieve the main economic restructuring. Although the importance of big data has been widespread concern in all countries and industries, and in many industries have already achieved some success, but in the advertising supervision of government departments, the application of big data is still in early stage. Because of the historical development and other reasons, At present, there is a lack of communication and sharing among government departments, and regional blockade and data security are also exist. That resulting for the Big Data application, in the government now only as a simple logic statistical data. The government Big Data information is not meeting its full potential value. Therefore, the study links between big data and advertisement supervision, as well as how to use Big Data technology to enhance the supervision of government advertising to promote the healthy and stable development of the advertising industry is very necessaryThis paper is taking the supervision of the advertising under Big Data background as the research object. The first part is the theoretical analysis of Big Data’s definition, characteristics and the necessity of the Big Data implementation of advertising supervision, to build analysis of theoretical basis. In the second part, this paper analyzed the opportunities and challenges faced by advertising supervision in the era of Big Data, advertising big data origin and structure. This part also described the advantages of using the big data of the advertisement to carry out the advertisement supervision, and analyzed some main problems in the application. The last part of the contents include solutions for the above problems. First is to improving the data quality, uniform data standards, rising the timeliness and accuracy of data; Secondly, is strengthen the thematic studies on key areas of advertising, regularly publish illegal advertisements and illegal Advertising responsibility subject list; Thirdly, is strengthen the comprehensive analysis capability, combined with the relevant data, deeply mining the advertising supervision data, establish advertising credit classification supervision system, using the correlation build an illegal advertising early warning system. Finally, improve the Big data technical personnel by internal and external training.