Digital ads are information dissemination that users can see。Digital advertising system is digital advertising as a carrier，"Manipulation behind the scenes" with information technology，Advertising communication system that precisely pushes to users。

Now，The network security game of various countries is not only a technical game，Still conceptual game、Dialogue Play Game。Digital advertising system for data、Technical advantages of algorithms and artificial intelligence，Published with advertisements、The functional situation of geographical positioning and social mobilization，Reconstruction of the world digital communication ecology，Reshape the global digital lifestyle，Re -painting international digital communication order，The invisible power of becoming a game of a great country，It is a heavyweight "boxer" hidden in the gaming field of the great country。

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Digital advertising system is the invisible force of the development of the digital economy。The core competitiveness constituent elements of various countries and regions present a digital development trend。Digital advertising system Optimize the industrial ecological layout，Improve the construction of the industrial chain，Meet the user's pursuit of a better life，It is becoming the forefront of the development of the digital economy。

First, the global advertising industry enters the development period of digital advertising。Digital ads Faced with the global market of 6 billion people，It is the "Barometer" of the media economy。2019 my country's digital advertising revenue accounts for 50.5%of the total advertising Bet365 app download revenue，The United States is 55.0%，Global 50.1%，All break through half of the total advertising revenue of that year。Second, the advertising system creates huge economic benefits for digital giants。Financial report shows: 2019，The revenue of Google digital advertising system accounts for 83%of total revenue，​​Facebook proportion of nearly 99%，Baidu accounts for 73%，Ali accounts for 46%(one is 80%)。Third, the digital advertising system has globality、Marketization and mobile payment advantages，Reconstruction of digital globalization with its media economic attribute，Make up the limitations of the "de -globalization" of the real economy。

During the post -epidemic period，With the popularity of 5G，Digital content、Fan Economy、E -commerce cross -border trade, etc., has further become a new economic growth point，Main countries start strategic competition around the digital industry system，Digital advertising system has become the digital field and important platform of the game of a big country。

Digital advertising system has ideological invisible dissemination functions。Digital ads are not just an important part of the media economy。In Digital World，Digital Advertising "Attach" digital media，is the "cow" of the digital media。Digital advertising systems hidden the ideological "tentacles" hidden by advertisers and digital media，Precise extension and infiltration of the daily life and spiritual world of users，Cultivate or change the user's communication method、Thinking method and lifestyle。

Digital advertising system is a heavyweight "boxer" hidden in the game field of the great power。"Satoshi listened to silent，The Ming is seen in unparalleled。"Digital advertising system is becoming the network space of the game of a great country。Sino -US digital giants have both media attributes，Its digital advertising system is bet365 Play online games a "invisible hand" that maintains its own market position and discourse hegemony，Together with "soft power" and "ingenuity"。

　　my country's digital advertising system is still in the rushing stage

Game in the market、Technical game、Rules game and discourse power game，The advertising system of digital giants in my country still has a large power gap。

First, in the market size，Google、Facebook advertising system forms market scale advantage，Leading global digital advertising development pattern。Google、Facebook financial report shows: In 2018, Google digital advertising revenue was 116.461 billion US dollars，accounting for 32 % of global digital advertising revenue (US $ 361.2 billion); Facebook is 55.7 billion US dollars，accounted for 15%。2019 Google digital advertising revenue is 134.811 billion US dollars，​​accounting for 31%of global digital advertising revenue ($ 433.5 billion); Facebook is $ 69.7 billion，accounting for 16%。

my country is the world's second largest digital advertising market。my country digital advertising revenue in 2018 is 87.1 billion US dollars，2019 is $ 103 billion。Ali、Baidu、Tencent's digital advertising system is concentrated in the domestic market，Byte Broken TIKTOK (Douyin International Edition) advertising system became the fourth largest advertising platform in the global non -gaming application in 2019。Google、Facebook, etc. based on the mainstream market of digital advertising in the United States and Europe，Try to dominate the Asia Pacific Market，Long -term layout of the African Latin American market，Strategic pattern of ladder -like development。

Second, on the information technology game，Google、Facebook、Apple's ecological layout "escort" for its advertising system，Attempt to monopolize global digital information spread。

Google has keyword advertising systems、Context link advertising Bet365 lotto review system、Mobile advertising system, etc.，Covering more than 200 countries and regions around the world，Have more than 100 language interfaces，is a search giant with a trillion -dollar estimate at a market value。Facebook with advertising production tools、Advertising Manager, etc.，Dynamic message flow inserted into the main interface of its social network，Form an information flow advertising advantage，Social media giants with 2.5 billion monthly active users。Google、Facebook、Apple and other companies built a payment system，Open application programming interface (API)，Improve infrastructure, as service (IaaS)、Software as service (SaaS)、Platform is Service (PaaS)，Optimize smart assistant，Control online content production、App Store and Market Terminal，Become a technical competition、The important position of distribution channels and advertising markets。

For this，Even NETFLIX, who belongs to the same capital market、SPOTIFY and Epic games，I am very dissatisfied with the monopoly distribution channels of Apple and Google。

Third, on the rules game，Intellectual property rights in digital advertising、User privacy protection and other aspects，my country's digital advertising system needs to be improved and innovated。

Google、Facebook, etc. applying for digital advertising technology patents around the world，Establish rules with laws and their lawsuits。The United States also tries to make the "EU General Data Protection Regulations" and "California Consumer Privacy Law" and become a global practice。Microsoft IE10 and IE11 (browser)、Google Adid (advertising anonymous tracking technology) and Apple Safari (browser) and other supported advertising DNT (prohibited tracking) protocol，Forbidden or restricting third -party Bet365 lotto review cookie technology (small text files that distinguish user attributes and whereabouts are configured)，Passive the development of the existing advertising information collection in my country。

Fourth is on the game's right to play，American Digital Advertising Giants have become increasingly becoming a US foreign policy "Sword" and global strategic "horses"。

Digital advertising system is an important tool for American digital giants to realize national interests。On the one hand，Capital、Construction of data closed -loop for technology and markets for the advertising system、Communication monopoly and discourse advantages，Maintenance of US interests and hegemony。On the other hand，With the US government、Interest Group、Related stakeholders and non -governmental organizations to form interest interaction and strategic alliance，Adhere to "the United States First"，Damage to global digital economic order and international digital communication order。

　Promote the construction of digital advertising system in my country

Now，Network space game and its ideology contest is the important content and long -term situation of the game of great powers。This requires us to face the large gap between the Sino -US digital advertising system，Toby forward、pioneering innovation，"Accurate Consciousness、Scientific strain、Active change "，Strengthen the exchange of external digital advertisements、Cooperation、Interactive and Game，Expand the new position of network space，Accelerate the global construction and ecological layout of the digital advertising system，Maintaining my country's network sovereign and ideological security。

First, build a digital power relationship with win -win cooperation。Formulate and improve the negative list of the development of overseas digital economy，The online advertising bet365 Play online games system integrates the digital economy market between China and the United States，Link the global digital market，Condensing interactive force consensus，Digitalization to reshape globalization。

The second is to consolidate the digital high point with intellectual property。Form the right to speak with the patent right of online advertising，Construct a public opinion environment that respects intellectual property rights。Support domestic enterprises to apply for overseas digital advertising patents，Maintaining advertising technology patent rights and interests in accordance with the law，Formulate and improve the policy of transforming advertising patents into productivity。

Third is to create a transmission depth with rules and intelligence。Refer to overseas laws and regulations such as the "EU General Data Protection Regulations"，Improve the laws and regulations of my country's data and privacy protection，Promote my country's advertising market from pure data -driven model to consumers to choose priority transformation。

Fourth is to enhance the endogenous communication power of my country's digital advertising system。Put the Chinese Story、Chinese landscape and Chinese culture integrate into native ads、Anime formats and video performance spread new formats，Enhance the support of overseas "Internet generations" for recognition of our country。

　(This article is the National Social Science Fund Project "Chinese Characteristics Discipline System、Research on Academic System and discourse system "(19BXW002) staged results)

(Author Unit: School of Journalism and Communication of the University of China、Institute of Journalism and Communication of the Chinese Academy of Social Sciences)