Ethical Anomie And Governance Of Intelligent Advertising In The Era Of Big Data

From the one-way linear communication in the web1.0 era to the two-way interactive communication in the web2.0 era to the intelligent communication in the web3.0 era,the way of information dissemination has been continuously upgraded with the reform of Internet technology.The new advertising paradigm associated with the development of the environment.In 2012,the advertising industry began to explore the application of artificial intelligence technology,and began to try commercial applications in 2016.In 2017,the report of the 19th National Congress of the Communist Party of China proposed to accelerate the research and development and industrial application of artificial intelligence technology.During the“Double Eleven” period,the “Luban”system developed by the studio produced and placed 400 million posters with thousands of faces,and the advertising operation began to be reconstructed by artificial intelligence.According to data from the Zhongguancun Interactive Marketing Laboratory,social advertisers are more willing to increase digital marketing,and 32% of advertisers have increased their digital marketing budget by 30% or more over the previous year.Accurate and intelligent distribution algorithms Deepen the efficiency of advertising delivery,successfully reach the majority of target users and improve the conversion rate from reaching to social application download.Smart advertisements are becoming more and more popular with advertisers,and the application of smart advertisements has also begun to penetrate into the daily life of users more and more.The needs of multiple parties have led to the emergence of intelligent advertising.The intelligent development of advertising can help advertisers solve the problems of inaccurate advertising goals and opaque effects.It can also collect and analyze the data of advertising users on a large scale through technology to achieve Maximize media traffic revenue.Smart advertising takes big data as the basis and starting point of its dissemination,locks the target group through data calculation,judges their consumption preferences and willingness,and realizes the accurate projection of advertising information.Big data technology and artificial intelligence technology,as the technical support for the development of intelligent advertising,not only accurately locate the target consumer groups,but also improve the communication efficiency of advertising,but also subvert the operation form and industrial structure of the traditional advertising industry.The singleness and unpredictability of technology make privacy violations,traffic cheating,market trust crisis and other issues constantly exposed in the practice of smart advertising.The ethical anomie of smart advertising makes smart advertising begin to threaten the personal freedom and personal safety of users,and gradually become a new type of social risk.Since the 18 th National Congress of the Communist Party of China,strengthening and innovating social governance has been placed in an important position to promote social construction and social development.General Secretary Xi Jinping has made a series of important expositions on social governance issues at many important conferences and important occasions.Researching and discussing the ethical anomie in the operation of smart advertising,and finding the development and optimization path of smart advertising,is not only conducive to promoting the healthy development of the advertising industry,but also a response to the country’s call to strengthen and innovate the major deployment of social governance.