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Data, Algorithmic Model and Decision-making: the Development of Computational Advertising

DUAN Chun-lin;YANG Heng;  
Computational advertising subverts the traditional way of advertising from user insight to performance measurement,creating a transformation in the entire chain of intelligent marketing.This paper accounts that generalized computational advertising includes all the three basic research dimensions of advertising,which are ad formats,data,algorithm models and intelligent decision making based on data and algorithms.In the future,computational ads in the era of Internet of Things should be fully automated user navigation on the basis of obtaining global smart data.The optimization and upgrading of intelligent algorithm attract users to deeply participate in the advertisement interaction and form an interactive cultural ecology,and ultimately achieve the effectiveness of branding and marketing.
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