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比尔?盖茨曾说:“技术终将改变世界”。至少,这一预言在全球广告业正在逐渐成为现实。曾经,创意是广告毋庸置疑的核心驱动力;今天,技术成为广告的又一个核心驱动力。技术在改变着我们一直以来所理解的媒体形态。微博与微信的成熟与普及,让碎片化传播不仅成为现象,而且成为不能忽略的传播潮流。AI的运用让方兴未艾的程序化投放上升到智能化投放阶段。数据将不再是静止的,而是会根据场景、需求的变化而不断变化,为确保广告效果提供最为聪明的选择。
Bill Gates once said: “Technology will eventually change the world.” At least, this prophecy is gradually becoming a reality in the global advertising industry. Once, creative is the undoubtedly the core driving force of advertising; today, technology is another core driver of advertising. Technology is changing the media landscape that we have always understood. The maturity and popularity of Weibo and WeChat have made fragmented communication not only a phenomenon, but also an inevitable trend of communication. The use of AI to make the ascendant programming put up to the intelligent delivery stage. The data will no longer be static, but will be constantly changing according to the scene and changing needs, providing the cleverest choice for ensuring the effectiveness of your ads.