近年来,随着社会经济、网络的迅猛发展,广告数量也以其惊人的速度增长,而网络广告凭借覆盖面广、传播速度快、定位精准、价格经济等优势,受到各行各业的青睐。本文从网络效果评估的意义、标准和方法入手,对网络广告效果评估进行研究,以期对广告从业者有一定启发和帮助。 In recent years, with the rapid development of social economy and internet, the number of advertisements has also grown at an astonishing speed. However, online advertisements are favored by all walks of life due to their wide coverage, fast propagation speed, precise positioning and economical prices. This article starts with the meaning, standard and method of network effect evaluation, and studies the effect evaluation of online advertisement, with a view to advertising practitioners to some inspiration and help.