美国媒介专家马克·波斯特的“第二媒介时代”概念,最早揭示去中心化、去门槛化的传播方式成为人类信息化社会的主流。Web2.0时代,传统广告的调研方式、营销形态、支撑理论和传播模式逐渐失去活力。在“互联网+”语境下,广告传播从生产技术、媒介策略到传播业态都被颠覆和重构。网络广告的技术逻辑 The concept of “second media age” by the American media expert Marc Post is the earliest revealing that decentralization and threshold-based mode of communication have become the mainstream of human information society. Web2.0 era, the traditional advertising research methods, marketing patterns, support theory and mode of transmission gradually lose its vitality. In the context of “Internet + ”, the dissemination of advertising from the production technology, media strategy to spread formats have been subverted and reconstructed. The technical logic of online advertising