Research On The Tendency Of The Internet Platform As Agencies And Its Effects On Advertising Industry

The current Internet technology development and advertising industry,institutional innovation has dramatically changed the advertising industry’s external environment.The rise of Internet giants,platform-based enterprises have become increasingly important in the business community organizational form,to break through the traditional innovation of the industry barriers,penetrate to various industries.Advertising as an important part of the economy,naturally cannot be alone.This paper analyzes the Internet as agencies mechanism,and the resources and advantages of the platform and the influence on the different links in the advertising industry organization,taking the advertising industry as the object of analysis.Platform is a continuous development in the development of commercial society,the evolution of the form,its role and effectiveness are constantly iterative and optimization.The Internet as agencies is that the platform with its main business accumulation,the use of their resources gradually involved in advertising agency services,such as strategic creativity,media delivery,the effect of monitoring for advertisers to provide specialized but more efficient dissemination of information.Platform as a traffic giant,and now has more and more deeply penetrate the advertising business,the current through the provision of technical support,cross-border cooperation and the agent of the three forms of B-business.Platform B has a unique advantage over the advertising agency,large data to provide support,so that more scientific advertising;one-stop marketing solutions to enhance operational efficiency and reduce consumption;the same time the platform to get rid of the media constraints,but also broke the Competitive boundaries,incorporating more innovative thinking.These have subverted the advertising industry’s existing operating model.At the same time,intense market competition and pattern changes allow advertisers to form a sense of autonomy.The advertisers who do not want to passively rely on the Internet platform traffic hope to take more consumer data and transaction data into its own platform.that are subversive of the advertising industry,the existing mode of operation.The Internet as agencies subverts the traditional advertising agency operating mode and operational logic.From the advertising industry,that has a profound impact on advertisingmarket structure,market behavior,market performance.The specific performance of the effection is the market concentration is increasingly low,product differentiation is expanding,barriers to entry is broken,the industry organizational structure is fragmenting,profit model has received challenges.At the same time,advertisers are also in the process of the Internet as agencies to continue to adapt and change,many advertisers have started their own Internet process,while optimizing the internal structure to adapt to the rapidly changing business community.