中国数字广告产业二十年：基于“组织—技术”逻辑的制度化进程
20 years on China's digital advertising industry: The institutionalization based on "organization - technology"

摘要 中国数字广告产业的制度化进程，是数字广告组织经由数字广告技术推动数字广 告运作模式成为主流运作模式的过程。本文以“组织—技术”为逻辑，采用内容分 析法，通过把握数字广告组织与数字广告技术的动态演化特征，对中国数字广告产业 制度化进程进行历时性考察。研究发现，互联网企业与数字广告代理商是中国数字广 告产业制度化进程的主要推动者。定向技术是中国数字广告产业制度化进程的核心驱 动。同时研究认为，广告主或将成为中国数字广告产业制度化进程下一阶段的主要行 动方，展示技术与定向技术的深度融合也将可能成为中国数字广告产业制度化进程下 一阶段的重要课题。
The institutionalization process of China's digital advertising industry is a process in which digital advertising organizations promote digital advertising operation mode into a mainstream operation mode through digital advertising technology. This article takes "organization - technology" as the logic, grasp the dynamic evolution characteristics of digital advertising organization and digital advertising technology by content analysis, and make a diachronic research on the institutionalization of China's digital advertising industry. It is found that Internet enterprises and digital advertising agencies are the main promoters of the institutionalization. Targeting technology is the engine of the institutionalization. At the same time, the advertiser will play an important role during the institutionalization, and the integration of displaying technology and targeting technology will be crucial for the institutionalization of China’s digital advertising industry