The South China University of Technology formally established the Guangdong Big data and Computational Advertising Engineering Research Center on September 19,2017, which is another approved provincial research platform after the Key Laboratory of Guangdong New Media and Brand Communication Innovation Application for the School of Journalism and Communication. The Research Center will play an important role to promote the development of the advertising industry and to deepen the industrial-academic-research cooperation.
The Guangdong Big data and Computational Advertising Engineering Research Center (hereinafter referred to as “The Research Center”) is on the basic of the Journalism and Communication School of the South China University of Technology, assembling interdisciplinary research teams from the fields of communications, management, artificial intelligence, data technology, software engineering, computer technology and media. Professor Duan Chunlin is the chief of The Research Center.
Research Content
The Research Center foresightedly established four research directions as to the study ofdata and user behavior, program purchase and calculation advertisement, realization path of computational advertisement, intelligent and computational network advertisement, so as to satisfy the characteristics of computing advertising and meet the requirements of big data-driven technology development.
Research Foundation
1.Work closely with the software academy
The Research Center will work closely with Software School Research Center to handle the problems of social media processing and software development series engineering technology, mainly focus on Social media data analysis and visualization technology, opinion mining and social referral system, social network analysis and public opinion risk monitoring, social media content retrieval, social media and brand communication etc.
The Research Center actively set up domestic leading, international advanced technology platform to analyze and monitor public opinion in internet social media, recommend software and search internet contents, analysis company brand, and conduct related big data research by giving full play of the Software School’s advantages in data processing and software development.
2.Complementary advantages with the Institute of Computer Science and Engineering
Based on the support of School of Computer Science and Engineering, The Research Center establishes the information security technology architecture that supports the new generation of information technology applications, such as cloud computing, IoT and big Data, which will be of great significance to break through the common key technology of information security industry, to improve the level of information security protection and to promote the industrialization of information security technology.
3.Depth cooperation in production and research
The Key Laboratory of Guangdong New Media and Brand Communication Innovation Application is the applicant for The Research Center. The Key Laboratory has built long-term strategic cooperation with brand enterprises and media, such as Tencent OMG Effect Advertising Center, today's headlines, admaster, Youmi Technology industrial-academic-research cooperation, which provide all aspects of support, including database, programmatic purchase technology, data strategy analysis, network media analysis, etc. It is of great significance for The Research Center the conduct the research under the The Key Laboratory’s support.
4、Relying on Key Laboratories and Brand Research Institutes
The Research Center will be based on key laboratories and brand research institutes in Guangdong Province, aiming at the digital content industry and social development, the mobile Internet and the integration of brand innovation, big data and new media communication effect monitoring and analysis, new media integration management and platform four direction research, and the engineering of cloud technology, streaming media technology, Human-Computer interaction technology, applied in new media and brand communication innovation, realize the breakthrough innovation of communication technology, embody strong application and interdisciplinary characteristics, realize the innovation of research method.
In the future, with the further development of artificial intelligence and machine learning, all industries will become intelligent industry, all applications will tend to be intelligent, and the combination of advertising and IoT will surely lead to the new form of internet advertising.
The Research Center will be based on the cloud computing technology field, in-depth research on network communication and multimedia technology, and strive to provide a solid foundation and strong support for the development of the country, society and industry, and promote the training of professional talents and deepen the cooperation between research and production.
