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从技术跃迁到规则重塑:智能浪潮中的中国广告业新图景
3 6 Ke· 2025-07-17 12:22
引言: 本文是新《中华人民共和国广告法》实施十周年系列文章的第二篇。 十年来,中国广告业在法治保障下实现了规模与质量的双重跃升,逐步构建起健康有序的市场生态。市场监管总局针对互联网广告、医疗美容、明星代言 等新兴业态,出台《互联网广告管理办法》等专项规范,填补监管空白;北京、上海、深圳等地依托《广告法》推出数字广告发展政策,专项合规指引形 成"全国统筹+地方创新"的法治网络。广告从业者在发展的浪潮中,不断推陈出新。 未来2个月,我们将通过广告监管部门、专家学者的视角,回顾这十年来制度的不断完善,展望广告行业未来发展的方向,需要聚焦的难点与问题,持续 以法治为基、导向为魂,为"十五五"产业布局,为经济高质量发展注入行业视角。 当今世界,智能技术正以前所未有的速度与广度重塑人类社会的发展路径,其裂变式进化不仅成为推动文明演化的关键引擎,也因深刻影响社会结构、价 值体系与未来秩序引发广泛关注。在这场技术主导的变革中,传播生态正经历信息逻辑到智能逻辑的系统性跃迁,标志着数智传播时代的全面开启。 "数智化转型"已成为广告产业深层重构的核心主轴。广告不仅是新兴技术落地的重要"试验田",更是技术成果率先实现商业转化与社会扩 ...
从技术跃迁到规则重塑:智能浪潮中的中国广告业新图景
腾讯研究院· 2025-07-17 09:54
Core Viewpoint - The article discusses the significant transformation of China's advertising industry over the past decade, emphasizing the shift towards a "smart" and data-driven advertising ecosystem, driven by technological advancements and regulatory improvements [1][2]. Group 1: Evolution of Advertising Industry - The advertising industry in China has transitioned from basic digitalization to deep "data-intelligence integration," marked by the rise of mobile internet and platforms like Weibo and WeChat, leading to a shift from display logic to scenario-based, personalized interactions [4]. - By 2016, mobile advertising revenue surpassed PC advertising for the first time, indicating a historic shift in media focus [4]. - The integration of big data, cloud computing, and algorithm models has led to significant upgrades in programmatic buying, user profiling, and performance optimization [4][5]. Group 2: Technological Integration - The advertising industry is evolving from a traditional service model to a key node embedded in the logic of smart social operations, fundamentally reshaping its strategic position in the economy, culture, and governance systems [2][5]. - The emergence of new business models, such as digital advertising, social advertising, video advertising, and content e-commerce, has become the main engine for industry growth [7]. - Major platform companies like Alibaba, ByteDance, and Tencent have integrated advertising deeply into their technological frameworks, creating a closed-loop ecosystem that enhances precision, programmability, and real-time capabilities [7]. Group 3: Structural Changes and Challenges - The advertising workforce is evolving, requiring professionals to possess a combination of skills in data analysis, programming, and algorithm application, leading to a new standard for talent in the data-driven advertising industry [8]. - The role of advertising is expanding beyond commercial promotion to include cultural construction, social mobilization, and even national governance, indicating its growing importance in societal functions [10][11]. - The rise of algorithm-driven advertising systems has introduced structural risks, including data privacy concerns and the opacity of algorithmic decision-making, which could lead to increased costs for smaller advertisers [13][14]. Group 4: Future Outlook - The future of advertising is expected to be characterized by deeper integration of technologies like AIGC, emotional computing, and virtual personas, embedding advertising into various critical societal functions [11][12]. - The industry must transition from a "technology-driven" approach to a "responsibility-driven" model, focusing on algorithm transparency, data boundaries, and ethical frameworks to ensure a sustainable advertising ecosystem [16]. - A balanced and sustainable advertising ecosystem will require dynamic adjustments between institutional updates, industry rules, and value orientations, aiming for high-quality development paths that are responsible and sustainable [16].