新质生产力时代“数字化＋标准化”的思考—— 以数字广告产业为例

摘要：

【目的】通过分析数字广告产业发展现状、标准化发展现状、产业面临的问题和数字广告标准体系建设的必要性，探讨搭建数字广告标准体系框架。【方法】通过文献法、数据调研法分析了数字广告产业发展现状和标准化发展现状，指出了当前标准化过程中面临的广告干扰、数据安全和隐私、依赖第三方数据、测量与效果的评估等市场监管问题，并通过定性分析法搭建了数字广告标准体系的基础框架。【结果】数字广告标准体系框架包含基础通用、技术、管理、服务质量和互操作性五个部分。【结论】新质生产力时代，在数字广告领域将“数字化＋标准化”充分融合，规范数字广告产业的发展，提升其整体质量和效益。标准化是数字广告产业发展的必然选择。

Abstract:

[Objective] It aims to explore the framework for building a digital advertising standards system by analyzing the current development status of the digital advertising industry, current status of standardization development, the problems faced by the industry, and the necessity of building a digital advertising standards system. [Methods] The current development status of the digital advertising industry and standardization development are analyzed using literature and data research methods. The problems faced in the current standardization process, such as advertising disturbance, data security and privacy issues, reliance on third-party data, measurement and evaluation of effects, and other market supervision issues are pointed out. The basic digital advertising standards system is built using the qualitative analysis method. [Results] The framework of the digital advertising standards system includes five parts: basic general, technology, management, service quality, and interoperability. [Conclusion] In the era of new quality productive forces, the thorough integration of “digitization+standardization” in the field of digital advertising will standardize the development of the digital advertising industry and improve its overall quality and efficiency. Standardization is an inevitable choice for the development the digital advertising industry. 

引用格式：祖洁.新质生产力时代“数字化＋标准化”的思考—— 以数字广告产业为例[J].标准科学,2025(2):18-22.

作者简介：祖洁，硕士，高级工程师，研究方向为产业标准化。