Research On The Operation Mode Of Tencent Computational Advertising

With the advent of big data,artificial intelligence and 5G technology,profound changes are taking place in the advertising industry.Technological evolution has injected new energy into the development of computational advertising.At the same time,computational advertising has also brought about new industry changes.According to the development trend of existing research and computational advertising,this paper first puts forward the concept of computational advertising,which is suitable for the current and future development trend.Then,through the method of literature research,it combs the three stages of the development of computational advertising: the early Internet advertising stage,the big data advertising stage and then to the artificial intelligence advertising stage.From this,it is known that computational advertising shows the characteristics of dynamic development and gradual deepening of intelligence,and is currently in the stage of rapid development.Secondly,according to the operation process of advertising,this paper takes the operation of Tencent computational advertising as a case study,the operation mode of computational advertising is divided into three links:user data collection and insight,advertising creative production and delivery,and advertising effect evaluation and optimization.As a bridge to connect multi-party data and then carry out advertising operation,Tencent DMP data management platform plays a major role in the management,mining and analysis of user data.In the procedural creative stage of manmachine cooperation,the use of creative production tools and dynamic creative optimization technology can provide personalized creative content for users in different scenes.By using orientation technology and intelligent bidding mode,programmed delivery can realize the automatic release of accurate delivery and intelligent adjustment of bidding.In the whole process from advertising to effect evaluation and optimization,advertisers can see real-time data feedback,and can adjust the delivery strategy according to the feedback data and existing problems,and optimize the advertising effect in real time.In addition,in the summary part of the paper,this paper compares and summarizes the computational advertising of Ali,Baidu and Tencent.On the basis of the above analysis,this paper proposes that computational advertising has the characteristics of data-based,technology-based,consumer-centric and highly intelligent.Computational advertising improves the efficiency of advertising operation and effectively solves the problems of intrusive advertising to users,poor user experience,lack of advertising relevance and difficult advertising effect evaluation.But there are also some problems,such as data isolated island,data security,privacy protection,advertising cheating and so on.Finally,according to the current development stage and existing shortcomings,this paper puts forward the possible ways to deal with unstructured data,data security and user privacy protection.In the future,the combination of the Internet of things and computational advertising,with the help of the Internet of things as the contact point of advertising,can achieve the seamless convergence of intelligent venture capital.With the help of artificial intelligence and virtual reality technology,there is a trend of integration between virtual scene and real scene.Through the integration of online and offline scenes,advertisers can obtain the full scene data of consumers,understand consumers' media contact habits,and recommend products and services that fit consumers' catalyst habits.