【正文】 ork advertisement new growth point. Compared with the similar foreign market, China39。s website. Behavioral targeting In addition to contextual targeting, online advertising can be targeted based on a user39。s interest and behavior in order to sell their goods, services or ideas. It is the new century, new life, new social and economic wizard, and with it anew meaning to bee anew focus. 1 BACKGROUND OF THE DEVELOPMENT OF ONLIN ADVERTISING Is the world39。 網(wǎng)絡(luò)廣告是新興的廣告媒體，從 1997年中國(guó)網(wǎng)絡(luò)廣告誕生，網(wǎng)絡(luò)廣告發(fā)展迅速，付費(fèi)搜索廣告成為網(wǎng)絡(luò)廣告新的增長(zhǎng)點(diǎn)。網(wǎng)絡(luò)廣告的發(fā)展形勢(shì)不可阻擋，是現(xiàn)代廣告的繼承和發(fā)展，成為新興的廣告媒體。 購(gòu)買方式的變化： 有三種最常見(jiàn)的網(wǎng)絡(luò)廣告購(gòu)買方式是 CPM， CPC和 CPA。他們不實(shí)際支付的上市，但只有當(dāng)該列表的點(diǎn)擊量。也很普遍， CPO（每張訂單的成本）是根 據(jù)每個(gè)訂單進(jìn)行交易的時(shí)間。參觀者能夠支付每個(gè)像素的廣告空間，其廣告只要 1 美元將繼續(xù)在主頁(yè)上的網(wǎng)站，不存在額外費(fèi)用。 視頻廣告：類似一個(gè)廣告，但不是一個(gè)靜態(tài)或動(dòng)態(tài)圖像，實(shí)際移動(dòng)視頻剪輯顯示。這些廣告被認(rèn)為是吸引用戶的機(jī)會(huì)更大，因?yàn)樗麄兺加幸粋€(gè)與用戶的搜索查詢類似的情況。此類應(yīng)用程序通常標(biāo)記為間諜軟件或廣告軟件。因?yàn)槠湓鲩L(zhǎng)速度遠(yuǎn)遠(yuǎn)超過(guò)了有關(guān)中國(guó)現(xiàn)有的網(wǎng)絡(luò)廣告和預(yù)期的發(fā)展趨勢(shì)。另外，網(wǎng)絡(luò)廣告可以投 放給某些特定的目標(biāo)人群，甚至可以做到一對(duì)一的定向投放。而網(wǎng)絡(luò)廣告不同，可以詳細(xì)地統(tǒng)計(jì)一個(gè)網(wǎng)站各網(wǎng)頁(yè)被瀏覽的總次數(shù)、每個(gè)廣告被點(diǎn)擊的次數(shù)，甚至還可以詳細(xì)、具體地統(tǒng)計(jì)出每個(gè)訪問(wèn)者的訪問(wèn)時(shí)間和 IP 地址。 這主要是由于互聯(lián)網(wǎng)用戶的接受在線廣告 ,有許多心理障礙 ,主要表現(xiàn) ： (1)在上一次的調(diào)查中的信譽(yù)低下的網(wǎng)絡(luò)廣告 ,盡管互聯(lián)網(wǎng) 是獲取信息中心 ,但人們對(duì)互聯(lián)網(wǎng)上的信息的信任已是遠(yuǎn)遠(yuǎn)低于電視和書。這可以說(shuō)是在線廣告的發(fā)展相當(dāng)大雜燴。例如老人、受教育 水平較低的人不能在互聯(lián)網(wǎng)上的主要目標(biāo)觀眾 ,已成為影響盲點(diǎn)廣告?zhèn)鞑ァ＿@不僅會(huì)失去的傳統(tǒng)優(yōu)勢(shì)媒體廣告 ,在線廣告再次陷入困境中。 (2)接受了這一現(xiàn)象強(qiáng)制性的 網(wǎng)絡(luò) 廣告的互聯(lián)網(wǎng)用戶自然不喜歡廣告 ,特別是當(dāng)他們不愿購(gòu)買。 CNN 工人調(diào)查 ,僅百分之 互聯(lián)網(wǎng)用戶網(wǎng)絡(luò)廣告表示滿意。這些統(tǒng)計(jì)資料可幫助廣告主統(tǒng)計(jì)與分析市場(chǎng)和受眾，根據(jù)廣告目標(biāo)受眾的特點(diǎn)，有針對(duì)性地投放廣告，并根據(jù)用 戶特點(diǎn)作定點(diǎn)投放和跟蹤分析，對(duì)廣告效果做出客觀準(zhǔn)確的評(píng)估。 :傳統(tǒng)的廣告信息流是單向的，即企業(yè)推出什么內(nèi)容，消費(fèi)者就只能被動(dòng)地接受什么內(nèi)容。另外，報(bào)紙、雜志電視、廣播、路牌等傳統(tǒng)廣告都具有很大的強(qiáng)迫性，而網(wǎng)絡(luò)廣告的過(guò)程是開(kāi)放的、非強(qiáng)迫性的，這一點(diǎn)同傳統(tǒng)傳媒有本質(zhì)的不同。某些程序得到有效木馬。 另一種較新的技術(shù)是嵌入在其中是由廣告商贊助的文章關(guān)鍵字的超鏈接。 移動(dòng)廣告：一個(gè)短信或多媒體信息發(fā)送到手機(jī)。 擴(kuò)大廣告：廣告的尺寸變化和可能改變的網(wǎng)頁(yè)的內(nèi)容。對(duì)“轉(zhuǎn)換”的定義而有所不同的情況：它有時(shí)被認(rèn)為是一種領(lǐng)先，一種銷售或一種購(gòu)買。根據(jù)每次點(diǎn)擊支付的價(jià)格體系，廣告客戶支付的權(quán)利下一個(gè)目標(biāo)是豐富的話，直接上市的一系列相關(guān)流量的網(wǎng)站， 只需支付其上市時(shí)，其直接鏈接到他們的網(wǎng)站有人點(diǎn)擊。每千次展示成本的價(jià)格每千次展示或廣告負(fù)荷。為此，互動(dòng)廣告的新興領(lǐng)域顯現(xiàn)出對(duì)于廣告新的挑戰(zhàn)。形式和創(chuàng)意落后，廣告監(jiān)管基本缺失，是中國(guó)網(wǎng)絡(luò)廣告市場(chǎng)存在的主要問(wèn)題。 s first online advertising in the United States in late 1994,at the time of the hotline magazine(Hotwired)published the now known as the flag ads(banner)advertising work. Since then, online advertising has been widely recognized and developed rapidly worldwide, China is no exception. March 1997,Chinabyte site appears first mercial online advertising, marking the birth of online advertising. It quickly with its own unique advantages as the new darling of the media industry. June 1998Junior World Cup web coverage by 2million yuan regarding advertising revenue, online advertising has never done so many advertisers have the opportunity to try the unique nature of online advertising, a move greatly promoted China Inter advertising process. 2 DEVELOPMENT OF ONLIN ADVERTISING Online advertising bee a great mercial potential media just around the corner. It goes without saying the advantages of online advertising, Web advertising seems to be no doubt that a better future. However, its current situation, it seems there hidden behind the online advertising boom. The most direct manifestation of this is to intercept all work advertising technology emerged and bee very 39。s puter, that user can then be served autorelated ads when they visit other, nonautomotive sites. Ads and malware There is also class of advertising methods which may be considered uhical and perhaps even illegal. These include external applications which alter system settings (such as a browser39。s online advertising market existing main problems. Later, Chinese online advertising to twoway interaction the direction of development, meanwhile, and traditional media integration will further strengthen. After data access work advertisement, learned some basic knowledge, grasps the work advertisement, situation and development trend of the work advertisement is the development trend of stud. This paper points out the Chinese Inter advertising the problems and proposes the perfecting of ads scientific management method. Through chart to China Inter advertising status and developing trends are analyzed and summarized. Through the analysis of the Chinese Inter advertising market characteristics, Chinese Inter advertising, the present situation of and problems existing in some ideas to solve the problem. Inter advertising development situation, it is modern unstoppable advertising the inheritance and development of, bee the emerging advertising media. Competitive advantage over traditional advertising: One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Another benefit is the efficiency of advertiser39。s screen or floats above the content. Expanding ad: An ad which changes size and which may alter the contents of the webpage. Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: An ad which changes the background of the page being viewed. Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert. Popup: A new window which opens in front of the current one, displaying an advertisement, or entire webpage. Popunder: Similar to a PopUp except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed