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大数据时代的到来对广告产业产生颠覆性的变革,在广告技术创新的推动下,广告产业边界渐趋模糊。本文从产业融合的理论视角出发,分析大数据时代广告产业的融合发展的三种主要模式:高新技术的渗透融合、产业间的交叉延伸融合与产业重组融合,并进一步探讨了大数据推动广告产业融合发展的“技术-业务-市场”传导机制。
The advent of big data era has brought disruptive changes to the advertising industry. Driven by technological innovation in advertising, the boundaries of the advertising industry have gradually become blurred. Based on the theory of industrial integration, this paper analyzes three major modes of integration of the advertising industry in the era of big data: the penetration and convergence of high-tech, the integration of industry and the cross-extension and integration of industry and the reorganization of industries, and further explores the role of big data in promoting the advertising industry Integration of the development of “technology - business - market ” conduction mechanism.