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Auswirkungen Von Big Data Auf Den Markt Der Onlinemedien

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Auswirkungen Von Big Data Auf Den Markt Der Onlinemedien AUSWIRKUNGEN VON BIG DATA AUF DEN MARKT DER ONLINE MEDIEN IM RAHMEN DES ABIDA - FORSCHUNGSPROJEKTES D E S B M B F FÖRDERKENNZEICHEN 01 | S 1 5 0 1 6 A ‐ F 01IS15016A- F Goldmedia GmbH Strategy Consulting Autoren: Prof. Dr. Klaus Goldhammer, Dr. André Wiegand, Tim Prien M.A., Ina Wylenga M.A. Unter Mitarbeit von: Franziska Busse, Sophie Seyffert und Andrea Hamm Oranienburger Str. 27, 10117 Berlin-Mitte, Germany Tel. +49 30-246 266-0, Fax +49 30-246 266-66 [email protected] Datum: 28.02.2018 ABIDA - ASSESSING BIG DATA PROJEKTLAUFZEIT 01.0 3 . 2 0 1 5 - 2 8 . 0 2 . 2 0 1 9 FÖRDERKENNZEICHEN 01 | S 1 5 0 1 6 A ‐ F Westfälische Wilhelms-Universität Münster, Institut für Informations-, Telekommunikations- und Medienrecht (ITM), Zivilrechtliche Abteilung Karlsruher Institut für Technologie, Institut für Technikfolgenabschätzung und Systemanalyse (ITAS) Leibniz Universität Hannover Institut für Rechtsinformatik (IRI) Technische Universität Dortmund, Wirtschafts- und Sozialwissenschaftliche Fakultät (WiSo) Techniksoziologie Ludwig-Maximilians-Universität München, Forschungsstelle für Information, Organisation und Management (IOM) Wissenschaftszentrum Berlin für Sozialforschung www.abida.de ABIDA - Assessing Big Data Über das Gutachten Das Gutachten wurde im Rahmen des ABIDA-Projekts mit Mitteln des Bundesministeriums für Bildung und Forschung erstellt. Der Inhalt des Gutachtens gibt ausschließlich die Auffassungen der Autoren wieder. Diese decken sich nicht automatisch mit denen des Ministeriums und/oder der einzelnen Projektpartner. ABIDA lotet gesellschaftliche Chancen und Risiken der Erzeugung, Verknüpfung und Auswertung großer Datenmengen aus und entwirft Handlungsoptionen für Politik, Forschung und Entwicklung. © 2018 – Alle Rechte vorbehalten INHALTSVERZEICHNIS Abbildungsverzeichnis ....................................................................................................................................................... 3 Tabellenverzeichnis ............................................................................................................................................................ 5 Abkürzungsverzeichnis ...................................................................................................................................................... 6 1 Executive Summary ...................................................................................................................................................... 7 2 Einleitung und Struktur des Gutachtens ............................................................................................................... 13 3 Technologische Grundlagen von Big Data: Künstliche Intelligenz und Neuronale Netzwerke ............... 16 3.1 Definition Künstlicher Intelligenz .................................................................................................................. 17 3.2 Taxonomie von Big Data ................................................................................................................................. 18 3.3 Neuronale Netze als zentrale Methodik von Künstlicher Intelligenz................................................... 21 3.4 Deep Learning und weitere KNN-Topologien ............................................................................................ 23 3.5 Relationale Datenbanken und verteilte Dateisysteme ........................................................................... 26 3.6 Statistisches Natural Language Processing und Natural Language Generation ................................ 28 3.7 Hidden-Markov-Modelle ................................................................................................................................ 31 4 Ausgewählte Beispiele von medienbezogenen Big-Data-Anwendungen im B2C-Markt.......................... 34 4.1 Personal Voice Assistants: KI-basierte Kommunikation und Transaktion .......................................... 34 4.1.1 Definition und Anwendungsbereiche ....................................................................................................35 4.1.2 Marktpotentiale ............................................................................................................................................37 4.1.3 Nutzerakzeptanz ...........................................................................................................................................39 4.1.4 Zusammenfassung und Ausblick .............................................................................................................41 4.2 Chatbots und Social-Bots: Automatisierte (Massen-) Kommunikation .............................................. 43 4.2.1 Definition und Anwendungsbereiche ....................................................................................................44 4.2.2 Marktpotentiale ............................................................................................................................................45 4.2.3 Nutzerakzeptanz ...........................................................................................................................................47 4.2.4 Zusammenfassung und Ausblick .............................................................................................................49 4.3 Algorithmische Optimierung von Empfehlungen in Onlinemedien und im E-Commerce .............. 52 4.3.1 Definition und Anwendungsbereiche ....................................................................................................52 4.3.2 Marktpotentiale ............................................................................................................................................55 4.3.3 Gesellschaftlicher Diskurs um ADM-Prozesse .....................................................................................56 4.3.4 Zusammenfassung und Ausblick .............................................................................................................59 5 Auswirkungen von medienbezogenen Big-Data-Anwendungen im B2B-Markt ......................................... 62 5.1 Teil- und vollautomatisierte Prozesse bei der Produktion von Medieninhalten .............................. 62 5.1.1 Definition und Anwendungsbereiche ....................................................................................................62 5.1.2 Marktpotentiale ............................................................................................................................................74 5.1.3 Zusammenfassung und Ausblick .............................................................................................................76 5.2 Innerbetriebliche Potentiale von Big Data bei Medienunternehmen ................................................. 78 5.2.1 Big-Data-Prozesse als neue Schlüsselaktivität .....................................................................................78 5.2.2 Marktpotential und Anwendungsbereiche ..........................................................................................81 5.2.3 Zusammenfassung und Ausblick .............................................................................................................83 5.3 Datengewinnung für Akquise und Vertrieb ............................................................................................... 88 5.3.1 Definition von personenbezogenen Daten ..........................................................................................89 1 5.3.2 Marktpotential und Anwendungsbereiche ..........................................................................................93 5.3.3 Zusammenfassung und Ausblick .............................................................................................................97 6 Auswirkungen von Big Data auf Onlinemedien: Beispiele und Case Studies .............................................. 99 6.1 Case Study: KI im Journalismus ..................................................................................................................... 99 6.2 Case Study: KI-Factchecking ........................................................................................................................ 100 6.3 Case Study: Content Blockchain................................................................................................................. 101 6.4 Case Study: Von Programmatic zu Predictive Advertising .................................................................. 103 6.5 Förderinitiativen: Google Digital News Initiative ................................................................................... 106 6.5.1 FAZ9 ............................................................................................................................................................... 107 6.5.2 Act2Access ................................................................................................................................................... 107 6.5.3 Journalism First .......................................................................................................................................... 107 7 Handlungsempfehlungen für die Politik & Fazit .............................................................................................. 108 7.1 Handlungsempfehlungen für die Politik .................................................................................................. 108 7.1.1 Sicherung der publizistischen Vielfalt ................................................................................................
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