2013年被国外媒体称为“大数据元年”。大数据如浪潮一般席卷全世界,为社会的发展带来大量商机,也成为影响媒体发展的一股重要力量。在媒体广告运营中,大数据的运用,特别是用大数据评估媒体价值时,存在两个大问题。问题一、数据造假。互联网点击率、平面媒体发行量的水分过多,泡沫大已经成为公开的秘密。电视的收视率造假现象 In 2013, it was called “big data first year” by foreign media. Big waves of data, such as the tide of waves, have swept the world, bringing a lot of business opportunities to the development of society and have become an important force affecting the development of the media. In the media advertising operation, the use of big data, especially when using big data to assess the value of the media, there are two major problems. One problem, data fraud. Internet click-through rate, excessive volume of print media circulation, large bubble has become an open secret. TV ratings fake phenomenon