Research on the development of internet advertising in the age of Web2.0

Web2.0 is not only a new network technology, but also it brings new ideas and forms of communication. New Technology Web2.0 has profound impact on internet media mainly for the construction of personal space, the organization of social interaction, the customization of individual needs and the design of open-platform. In Web2.0 network environment, users´ features have changed from passively receiving information to actively searching information, from the recipients of information to the content creator, from general public without clear features to the focus groups, and from linear deep-reading to nonlinear shallow-reading. On this basis, the authors propose five trends of internet advertising in the age of Web2.0. First is that the production of internet advertising moves towards civilian; Second is that the content of internet advertising moves towards experience; Third is that the form of internet advertising moves towards diversity; Fourth is that the delivery of internet advertising moves towards precision, Fifth is that service architecture of internet advertising moves towards openness.