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一、问题的提出 自1994年在world Wide Web(WWW,万维网)上出现广告以来,网络媒体的广告收入开始连年激增,年均增幅在200％以上,远快于各传统媒体当年新兴时的广告收入增幅。在以美国为代表的发达国家,网络媒体的受众总数已达到了使其成为大众传媒的临界多数(Critical Mass),其增幅也远大于当年的传统媒体。但作为一个新兴的广告媒体,它还很不成熟,仍有诸多制约其发展的因素,其中最主要的当数它在受众统计和广告效果评估方面的缺陷。
I. PROBLEM PROPOSITION Since the advertisements appeared on the World Wide Web (WWW) in 1994, the advertising revenue of online media began to increase year after year with an average annual increase of more than 200%, much faster than that of traditional media Increase in income. In the developed countries represented by the United States, the total number of online media audiences has reached the Critical Mass which made it become the mass media. The growth rate is also much larger than that of the traditional media of that year. However, as an emerging advertising media, it is still immature. There are still many factors restricting its development. The most important one is its deficiencies in audience statistics and advertising effectiveness evaluation.