随着互联网技术的不断发展,近年来云计算和大数据的概念也被越来越多的人所熟知。在应用层面上,大数据在医疗、文化、教育、交通等方面产生了变革性的作用,尤其是在广告行业,大数据的兴起直接促进了程序化广告交易的诞生。但是,由于各方面原因,很多从业者对大数据互联网程序化购买广告认识存在一定的误区,无法认清程序化购买的实质。 With the continuous development of Internet technology, the concept of cloud computing and big data has also been more and more well-known in recent years. At the application level, big data has played a transformative role in medical treatment, culture, education and transportation. Especially in the advertising industry, the rise of big data has directly promoted the birth of programmatic advertising transactions. However, due to various reasons, many practitioners have some misunderstandings about the programmatic purchase advertisement of big data Internet, and can not clearly understand the essence of programmatic purchase.