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“根治”“专供”等谁还在用?看全国互联网广告监测中心如何工作

2017-09-06 15:07:00   新华网

新华社杭州9月6日电(记者屈凌燕)继杭州互联网法院之后,全国互联网广告监测中心日前在杭州建成启用,成为互联网治理的又一创举。该监测中心将接受工商总局指导,受工商总局委托开展全国互联网广告监测。

随着互联网的迅速普及,互联网广告应运而生,成为商业广告发布的主要形式。近年来,我国已跃升为全球第二大互联网广告市场,互联网广告呈爆发式增长。但爆发式增长背后,违法广告等问题也日益突出。如何进行有效监管,成为政府部门亟待破解的新课题。

全国互联网广告监测中心常务副主任毛觉介绍:“互联网的广告发布具有速度快,‘千人千面’等特点,因此对监测技术、速度和规模的要求,比传统媒体要高,而且证据固定的难度要远远超过传统媒体。”建设互联网广告监测中心,成为国家工商总局推进简政放权、“放管服”改革与构建事中事后监管机制的一项重要举措。

浙江省广告监测工作起步较早,基础较好,从1998年开始经过近20年的发展,广告监测数量占全国的三分之一以上。2012年底,国家工商总局与浙江省政府签署战略合作协议,同意由浙江省工商局承建互联网广告监测中心。

在国家工商总局指导下,浙江省工商部门以“互联网+广告监管”理念,打造了具备监测、预警、研判、调度等功能的全国性的互联网广告监测中心。2016年9月1日,互联网广告监测中心的硬件基础设施、监测平台系统、监测队伍等建设顺利完成,互联网广告监测平台系统与《互联网广告管理暂行办法》实施,同步上线试运行。

互联网广告监测中心利用大数据平台、云计算技术、人工智能、机器学习、分布式架构等技术相结合,目前已收集广告数量10亿次以上。记者在监测中心大屏幕上看到,有些广告词已被加入监测中心的“黑名单”,如“专供特供”“性别早知道”“有效率100%”“无风险无担保”“根治”等几十个广告词,只要出现在互联网的广告上,就会被监测到。

“监测范围包括门户网站、搜索引擎、电商平台等大网站,同时,通过这些门户网站的动态链接的网站也纳入了监测范围,国内最有价值,最具影响力的广告发布行为都在监测中心的监控和记录之下。”毛觉告诉记者,一旦监测到违法广告,中心会第一时间将信息给到全国46个副省级以上的城市和地区,由当地工商和市场监管部门进行查处,最后进行反馈汇总。

截至目前,该平台实现对全国1004家主要网站的日常监测,监测范围覆盖全国31个省、自治区、直辖市,囊括各类大中型网站,辐射7万多个互联网媒介,涵盖全国约95%的互联网广告经营额。

浙江省工商局局长冯水华表示,系统试运行期间,有效提高了互联网广告监管效能,为全国工商部门快速、精确打击违法广告行为提供强有力的支撑与保障。“试运行一年来,累计监测发现各类互联网违法广告13万条次,互联网广告监测违法率从7.1%下降到4.08%,降幅达到42.53%。”冯水华说。

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