Momwe Ofalitsa Angakonzekerere Ukadaulo Wofikira Kuti Akwaniritse Omvera Ogawanikana

Kutsatsa Kwa Omvera

2021 azipanga kapena kuziphwanya kwa ofalitsa. Chaka chikubwerachi chiziwonjezeranso kukakamiza eni media, ndipo osewera okhawo opulumuka ndi omwe adzapulumuke. Kutsatsa kwapa digito monga tikudziwira kuti ikutha. Tikusamukira kumsika wogawika kwambiri, ndipo ofalitsa akuyenera kulingaliranso malo awo m'chilengedwechi.

Ofalitsa adzakumana ndi zovuta zazikulu ndi magwiridwe antchito, kudziwika kwa ogwiritsa ntchito, komanso kuteteza zidziwitso zaumwini. Kuti apulumuke, ayenera kukhala patsogolo paukadaulo. Kuphatikiza apo, ndiziwunikiranso zomwe ofalitsa a 2021 adzalembere ndi kufotokozera matekinoloje omwe angawathetse. 

Zovuta Kwa Ofalitsa

2020 idakhala mphepo yamkuntho pamsika, pomwe ofalitsa adapirira kupsinjika kawiri konse kwachuma komanso kuchotsedwa pang'onopang'ono kwa ma ID. Kukakamiza kwamalamulo kuteteza zachitetezo chaumwini ndikuwononga bajeti zotsatsa kumakhazikitsa malo atsopano pomwe kusindikiza kwa digito kuyenera kuthana ndi zovuta zitatu izi.

Mavuto A Corona

Chiyeso chachikulu choyamba cha ofalitsa ndi kutsika kwachuma komwe kumayambitsidwa ndi COVID-19. Otsatsa akuyimitsa pang'ono, akunyalanyaza makampeni awo, ndikugawananso bajeti ku njira zotsika mtengo. 

Nthawi zowopsa zikubwera pazofalitsa zotsatsa zotsatsa Malinga ndi IAB, zovuta zam'mlengalenga zachititsa kuti anthu azigwiritsa ntchito kwambiri nkhani, koma ofalitsa sangathe kuzipanga (ofalitsa nkhani ali kawiri konse kunyanyalidwa ndi ogula atolankhani ndi ena). 

Buzzfeed, media media yomwe ikukumana ndi kuchuluka kwa ndalama ziwiri m'zaka zaposachedwa, posachedwa kukhazikitsa kudula kwa ogwira ntchito Pamodzi ndi zipilala zina zofalitsa nkhani monga Vox, Vice, Quartz, The Economist, ndi ena. Ngakhale kuti ofalitsa padziko lonse lapansi adalimbikiranso panthawi yamavuto, atolankhani ambiri am'deralo komanso am'deralo adachoka pantchito. 

Umunthu 

Vuto lalikulu kwambiri kwa ofalitsa chaka chamawa ndikukhazikitsa ogwiritsa ntchito. Google ikachotsa ma cookie aku chipani chachitatu ndi Google, mayankho omwe angayanjidwe pamasamba awebusayiti sadzatha. Izi zidzakhudza kuwunikira kwa omvera, kutchulidwanso, kapu pafupipafupi, komanso mawonekedwe azambiri.

Makina otsatsa ndi digito akutaya ma ID wamba, omwe angabweretse malo ogawanika. Makampaniwa adapereka kale njira zingapo pakutsata mwatsatanetsatane, kutengera kuwunika kwa gulu, monga Google Zachinsinsi Sandbox, ndi Apple's SKAd Network. Komabe, ngakhale yankho lotsogola kwambiri lamtunduwu silingabweretse kubwerera ku bizinesi mwachizolowezi. Kwenikweni, tikupita kumalo osadziwika. 

Ndi malo atsopano, pomwe otsatsa adzavutikira kupewa kuwonongera ndalama mopitilira muyeso, kufikira makasitomala ndi uthenga wolakwika, ndikuwunikira kwambiri. Zitenga nthawi kupanga njira zatsopano zogwiritsira ntchito ogwiritsa ntchito ndipo zidzafunika zida zatsopano ndi mitundu yazogwirira ntchito kuti iwunikire momwe zinthu zikuyendera popanda kudalira ma ID otsatsa ogwiritsa ntchito. 

zachinsinsi 

Kuwonjezeka kwamalamulo achinsinsi, monga aku Europe General Data Protection Regulation (GDPR) ndi California Consumer Privacy Act ya 2018, zimapangitsa kuti zikhale zovuta kwambiri kutsata ndikusintha zotsatsa za ogwiritsa ntchito pa intaneti. 

Malamulo omwe amayang'ana kwambiri zomwe munthu akugwiritsa ntchito amafotokozera zosintha zomwe zikubwera muukadaulo waukadaulo ndi njira zama data. Dongosolo ili limasokoneza mitundu yomwe ikupezeka pakutsata machitidwe a wogwiritsa ntchito koma limatsegula zitseko kwa osindikiza kuti asonkhanitse zidziwitso za ogwiritsa ntchito ndi chilolezo chawo. 

Kukula kwa dongosololi kumatha kuchepa, koma ndondomekoyi idzakulitsa kuchuluka kwa zomwe zidzapezeke pamapeto pake. Ofalitsa ayenera kugwiritsa ntchito nthawi yotsalayi kupanga mitundu yolumikizirana bwino ndi omvera. Malamulo achinsinsi akuyenera kukhala ogwirizana ndi luso la wofalitsa ndi njira zake pakusamalira deta. Palibe njira yothetsera kukula kwake chifukwa pali malamulo osiyanasiyana achinsinsi m'misika yosiyanasiyana. 

Kodi Ofalitsa Angatani Kuti Azitha Kupambana?

Management Data

Msika wogawika watsopano, zidziwitso za ogwiritsa ntchito ndizofunika kwambiri kwa otsatsa. Zimapatsa kumvetsetsa kwamakasitomala, zokonda zawo, kugula zomwe amakonda, ndi machitidwe pazowonera zilizonse ndi chizindikirocho. Komabe, malamulo achinsinsi aposachedwa komanso kutuluka kwachidziwitso kwa ma ID zikupangitsa kuti malowa akhale osowa kwambiri. 

Mmodzi mwa mwayi waukulu kwambiri kwa ofalitsa lero ndi kugawa deta yawo yachipani, kuyiyika pamakina akunja, kapena kuyipereka kwa otsatsa kuti azitsata molondola pazomwe ali nazo. 

Ofalitsa a Savvy akugwiritsa ntchito makina ophunzirira makina kuti amvetsetse momwe angagwiritsire ntchito bwino ndikupanga mbiri yazipani zoyambirira, zomwe zitha kuyendetsedwa ndi mtundu winawake. Mwachitsanzo, tsamba lowunikira magalimoto litha kusonkhanitsa magulu a akatswiri azopeza ndalama zapakati pa 30-40; msika waukulu wakukhazikitsa sedan. Magazini yamafashoni imatha kusonkhanitsa omvera azimayi omwe amalandila ndalama zambiri pazovala zovala zapamwamba. 

Mapulogalamu 

Mawebusayiti amakono, nsanja, ndi mapulogalamu nthawi zambiri amakhala ndi omvera ochokera kumayiko ena, omwe nthawi zambiri samatheka kupanga ndalama kudzera muntchito zachindunji. Mapulogalamu amatha kupereka zofunikira padziko lonse kudzera mu oRTB ndi njira zina zogulira mapulogalamu ndi mtengo wamsika wazowonera. 

Posachedwa Buzzfeed, yomwe kale idakakamiza kuphatikiza kwake, adabwerera ku pulogalamuyo njira zogulitsa zotsatsa zawo. Ofalitsa amafunikira yankho lomwe liziwathandiza kuti azitha kusamalira anzawo omwe ali ndi zofuna zawo mosavuta, kusanthula zotsatsa zabwino kwambiri komanso zoyipa kwambiri, ndikuwunika kuchuluka kwa mayankho. 

Mwa kusakaniza ndi kufanana ndi anzawo osiyanasiyana, ofalitsa atha kupeza mtengo wabwino kwambiri wopezera ndalama komanso kuchuluka kwa otsalira. Kuyitanitsa pamutu ndi ukadaulo woyenera wa izi, ndipo pakukhazikitsa kocheperako, ofalitsa atha kuvomereza ma bid angapo kuchokera kuma pulatifomu osiyanasiyana. Kulipira pamutu Ndiukadaulo woyenera wa izi, ndipo ndikukhazikitsa kocheperako, ofalitsa atha kuvomera ma bid angapo kuchokera kuma pulatifomu osiyanasiyana. 

Malonda a Kanema

Makanema omwe amathandizidwa ndi zotsatsa amafunika kuyesa mitundu yotsatsa yotchuka kuti athe kubwezera zolowetsa zotsatsa zotsatsa zotsatsa. 

Mu 2021, zotsatsa zoyambira patsogolo zidzakopeka kwambiri kutsatsa kwamavidiyo.

Ogwiritsa amakono amathera mpaka hours 7 kuonera mavidiyo digito mlungu uliwonse. Kanema ndiye mtundu wazokopa kwambiri. Owonerera akumvetsetsa 95% wa uthenga mukamauwonera mu kanema poyerekeza ndi 10% mukamawerenga.

Malinga ndi lipoti la IAB, pafupifupi magawo awiri mwa atatu amitundu yonse yamagetsi amaperekedwa kutsatsa makanema, onse pafoni ndi pakompyuta. Mavidiyo amatulutsa chithunzi chosatha chomwe chimabweretsa kusintha komanso kugulitsa. Kuti mupindule kwambiri ndi masewerawa, ofalitsa amafunikira kutulutsa makanema, omwe angagwirizane ndi nsanja zazikulu zofunika. 

Chatekinoloje Yokwera Kugawanika 

M'nthawi yovutayi, ofalitsa akuyenera kugwiritsa ntchito bwino njira zonse zopezera ndalama. Njira zingapo zamatekinoloje zimalola osindikiza kuti atsegule zomwe angagwiritse ntchito ndikuwonjezera ma CPM. 

Matekinoloje ogwiritsira ntchito chidziwitso cha chipani choyamba, pogwiritsa ntchito njira zamakono zamakono, ndikugwiritsa ntchito mitundu yotsatsa yomwe ikufunika ndi gawo limodzi mwazomwe ziyenera kukhala nazo mu 2021 tech stack of digital digito.

Nthawi zambiri, ofalitsa amasonkhanitsa zida zawo zamagetsi kuchokera kuzinthu zosiyanasiyana zomwe sizimaphatikizana bwino. Zochitika zaposachedwa pakusindikiza kwa digito zikugwiritsa ntchito nsanja imodzi yomwe imakwaniritsa zosowa zonse, pomwe magwiridwe antchito onse amayenda bwino munjira yunifolomu. Tiyeni tiwunikenso ma module omwe akuyenera kukhala nawo okhala ndiukadaulo wophatikizika wa media. 

Seva Yotsatsa 

Choyambirira komanso chofunikira, makina aukadaulo a wofalitsa amafunika kukhala ndi seva yotsatsa. Seva yotsatsa yoyenera ndiyofunikira kuti ndalama zizigwiritsidwa ntchito moyenera. Iyenera kukhala ndi magwiridwe antchito kuti isamalire zotsatsa zotsatsa ndi kusanja. Seva yotsatsa imalola kukhazikitsa magawo azotsatsa ndikubwezeretsanso magulu ndikupereka ziwerengero zenizeni zenizeni pamachitidwe otsatsa. Kuti muwonetsetse kuchuluka kokwanira, ma seva otsatsa amafunika kuthandizira mitundu yonse yotsatsa, monga chiwonetsero, makanema, zotsatsa mafoni, ndi media zambiri. 

Dongosolo la Data Management (DMP)

Kuchokera pakuwona bwino - chinthu chofunikira kwambiri kwa atolankhani mu 2021 ndikuwongolera momwe ogwiritsa ntchito akuwonera. Kutolere, ma analytics, magawano, ndi kukhazikitsa kwa omvera akuyenera kukhala ndi magwiridwe ntchito masiku ano. 

Ofalitsa akamagwiritsa ntchito DMP, amatha kupereka magawo owonjezera a otsatsa, kukulitsa mtundu ndi CPM yazowonetsa. Zambiri ndi golide watsopano, ndipo ofalitsa atha kuzipereka kuti zigwiritse ntchito momwe angawerengere, kuwunikira zomwe zikuwoneka bwino kwambiri, kapena kuwayendetsa pamakina akunja ndikupanga ndalama posinthana-data. 

Kuchotsedwa kwa ma ID kutsatsa kudzawonjezeka kufunika kwa chipani cha 1, ndipo DMP ndiye chofunikira chofunikira kwambiri kuti musonkhanitse ndikuwongolera zogwiritsa ntchito, kukhazikitsa madamu azidziwitso, kapena kutumiza chidziwitso kwa otsatsa kudzera muma graph a ogwiritsa ntchito. 

Kuthetsa Mutu Wotsatsa Mutu 

Kupereka mutu pamutu ndi ukadaulo womwe umachotsa asymmetry yodziwitsa pakati pa otsatsa ndi ofalitsa ponena za kuchuluka kwa magalimoto pamsewu. Kuyitanitsa pamutu kumalola maphwando onse kupeza mtengo wokwanira wofunsa m'malo otsatsa. Ndi msika womwe ma DSP ali ndi mwayi wofanana wopikisana nawo, mosiyana ndi kugwa kwamadzi ndi oRTB, komwe amalowa mumsika mosinthana. 

Kukhazikitsa kubetcha pamutu kumafunikira zida zachitukuko, otsatsa odziwa bwino omwe angakhazikitse zinthu mu Google Ad Manager ndikusainirana mgwirizano ndi omwe akupereka. Konzekerani: kukhazikitsa zoyitanitsa pamutu kumafunikira gulu lodzipereka, nthawi, ndi khama, zomwe nthawi zina zimakhala zochuluka ngakhale kwa ofalitsa akulu. 

Kanema Ndi Osewerera

Kuti muyambe kutsatsa otsatsa makanema, mtundu wotsatsa ndi ma eCPM apamwamba kwambiri, ofalitsa ayenera kuchita homuweki. Kutsatsa makanema kumakhala kovuta kuposa kuwonetsa ndipo muyenera kuwerengera zingapo zaukadaulo. Choyambirira, muyenera kupeza seweroli loyenera logwirizana ndi mutu wokutira womwe mungasankhe. Makanema otsatsa malonda akuwonjezeka, ndipo kutumiza makanema omvera patsamba lanu lawebusayiti kumatha kubweretsa zina kuchokera kwa otsatsa. 

Ngati muli ndi chidziwitso cha JavaScript, mutha kusintha makonda anu ndikuwaphatikiza ndi zokutira pamutu. Kupanda kutero, mutha kugwiritsa ntchito mayankho okonzedwa bwino, osewera achibadwidwe omwe amaphatikizika mosavuta ndi mapulatifomu a mapulogalamu.

Creative Management Platform (CMP)

CMP ndichofunikira pakuwongolera mapulogalamu am'mapulatifomu ndi mitundu yotsatsa. CMP ikuwongolera kasamalidwe konse kamangidwe. Iyenera kukhala ndi studio yopanga, chida chosinthira, kusintha ndikupanga zikwangwani zolemera kuyambira pachiyambi ndi ma tempulo. Chimodzi mwazomwe muyenera kukhala nazo pa CMP ndi magwiridwe antchito kuti musinthe zapangidwe zapadera zotsatsa zotsatsa pamapulatifomu osiyanasiyana ndikuthandizira kukhathamiritsa kwamphamvu kopanga (DCO). Ndipo, zowonadi, CMP yabwino iyenera kupereka laibulale yamafayilo otsatsa omwe amagwirizana ndi ma DSP akulu ndi ma analytics pakuwongolera magwiridwe antchito munthawi yeniyeni. 

Ponseponse, ofalitsa amafunika kulemba ntchito CMP yomwe imathandizira kupanga ndikukhazikitsa mawonekedwe opanga popanda zosintha zopanda malire, komanso kusinthira komanso kuyang'ana pamlingo.

Kuti Upange Up

Pali zomangira zambiri kuti zinthu zadijito zitheke. Amaphatikizaponso kuthekera kotsatsa malonda bwino kwa mitundu yotsatsa yodziwika bwino, komanso mayankho amachitidwe ophatikizira omwe akutenga nawo mbali pazofunikira. Zida izi zimayenera kugwirira ntchito limodzi mosadukiza, ndipo ziyenera kukhala mbali yazinthu zophatikizika. 

Mukasankha chophatikizika chophatikizira m'malo mochisunga kuchokera pamitundu yamagawo osiyanasiyana, mutha kukhala ndi chidaliro kuti zolengedwa zidzaperekedwa popanda latency, mwayi wogwiritsa ntchito mosavomerezeka, komanso vuto lalikulu la seva. 

Katundu woyenera waukadaulo amafunika kukhala ndi magwiridwe antchito otsatsa makanema ndi zomvera, kasamalidwe ka data, kubetcha pamutu, ndi pulatifomu yoyang'anira. Izi ndizofunikira mukamasankha wothandizira, ndipo simuyenera kukhazikika pazochepa.

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