The acts of facilitating the transition from production to consumption by means of communi-cation are all advertising in terms of existence,and the noumenon of advertising is the unity of its essence and value.To uphold its noumenon requires an open view of recognition to interpret the changing forms of adver-tising with constant essence,rather than narrowing the new advertising with uncertain recognition that does not touch its noumenon.In order to fulfill the value of advertising,it is necessary to dive deep into digital ad-vertising practices,enhance their social appeal with creativity,and build a communication network that in-volves multiple subjects.To that end,theoretical research,pivoted on the ontological view and based on local practices,also needs to expand the scope of digital advertising studies,and explore new questions with big da-ta technology and mixed research methods,so as to provide a framework and direction for the construction of the advertising knowledge system.
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