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毫无疑问,数据已经在广告投放中扮演了不可替代的角色,数据也正在引起各种各样的争议。而在各种各样的争议中,广告主的态度应该是最值得关注的,因为,说到底,广告最终是要为广告主服务的。为此,本期我们采访了几位各种类型的广告主,听听他们对数据的认识和态度,这对企业、广告人和传媒人都应该是有益的。为了使整个文章对数据的认识更全面,我们还特约了被誉为“中国媒介数据第一人”的陈若愚女士写了中国媒介数据的起源,并请另约了三位有影响的媒体的广告部主任和一位国际4A的媒介总监从他们的角度谈了各自的看法和感受。(Email:advertising1981@vip.sina.com)
There is no doubt that the data has played an irreplaceable role in advertising, the data is also causing a variety of controversies. In various disputes, the attitude of advertisers should be the most noteworthy, because, after all, advertising is ultimately to serve advertisers. For this reason, we interviewed several advertisers of various types to listen to their knowledge and attitudes toward the data, which should be beneficial to enterprises, advertisers and media people. In order to make the whole article more comprehensive about the data, we also wrote about Ms. Chen Ruoyu, reputed as “the first person in China’s media data,” wrote the origin of Chinese media data and invited another three influential media Advertising director and an international 4A media director from their perspective on their own views and feelings. (Email: advertising1981@vip.sina.com)