Kumvetsetsa Kutsatsa Kwadongosolo, Zomwe Zachitika, ndi Atsogoleri a Ad Tech

Kutsatsa Kwadongosolo ndi Chiyani - Infographic, Atsogoleri, Acronyms, Technologies

Kwa zaka zambiri, kutsatsa pa intaneti kwakhala kosiyana. Ofalitsa anasankha kupereka malo awoawo otsatsa mwachindunji kwa otsatsa kapena kuyika malo otsatsa kuti agulitse ndikugula. Yambirani Martech Zone, timagwiritsa ntchito malo athu otsatsa monga chonchi… pogwiritsa ntchito Google Adsense kupanga ndalama ndi zolemba ndi masamba omwe ali ndi malonda oyenera komanso kuyika maulalo achindunji ndikuwonetsa zotsatsa ndi othandizira ndi othandizira.

Otsatsa amagwiritsa ntchito kuwongolera pamanja ndalama zawo, zotsatsa zawo, ndikufufuza wosindikiza woyenera kuti azichita nawo malonda. Ofalitsa amayenera kuyesa ndi kuyang'anira misika yomwe akufuna kulowa nawo. Ndipo, kutengera kukula kwa omvera awo, akhoza kapena sangavomerezedwe. Machitidwe adapita patsogolo pazaka khumi zapitazi, komabe. Pamene bandwidth, mphamvu zamakompyuta, ndi kuwongolera kwa data zidakula bwino, makinawo anali odzipangira okha. Otsatsa adalowa mumitundu yamabizinesi ndi bajeti, kusinthana kwa zotsatsa kumayang'anira zomwe zidapambana ndikupambana, ndipo osindikiza amakhazikitsa magawo azogulitsa malo awo.

Kodi Programmatic Advertising ndi chiyani?

Teremuyo Mapulogalamu azama TV (Amatchedwanso kutsatsa kwamapulogalamu or kutsatsa kwatsatanetsatane) amaphatikiza umisiri wosiyanasiyana womwe umapangitsa kugula, kuyika, ndi kukhathamiritsa kwazinthu zoulutsira mawu, m'malo mwa njira zotengera anthu. Pochita izi, othandizira ogulitsa ndi ofunikira amagwiritsa ntchito makina ndi malamulo amabizinesi kuti azitsatsa pazotsatsa zomwe zimayang'aniridwa ndi makompyuta. Zakhala zikunenedwa kuti zoulutsira zamapulogalamu ndizochitika zomwe zikukula mwachangu m'makampani azama media padziko lonse lapansi komanso otsatsa.

Wikipedia

Mapulogalamu Otsatsa Magawo

Pali magulu angapo omwe akutenga nawo gawo pakutsatsa kwamapulogalamu:

  • Kutsatsa - Wotsatsa ndi mtundu womwe umafuna kufikira anthu omwe akufuna kutsata malinga ndi chikhalidwe, kuchuluka kwa anthu, chidwi, kapena dera.
  • wofalitsa - Wosindikizayo ndi amene amapereka malo otsatsa malonda kapena masamba omwe akupezeka pomwe zomwe zilimo zitha kutanthauziridwa ndikutsatsa zomwe akutsata zitha kuyikidwa mwamphamvu.
  • Supply-Side Platform - The ssp amalozera masamba a osindikiza, zomwe zili, ndi madera otsatsa omwe alipo kuti atchule.
  • Demand-Side Platform - The DSP amalondolera zotsatsa za otsatsa, omwe akutsata, mabidi, ndi bajeti.
  • Kusinthana Kwotsatsa - Kusinthana kwa zotsatsa kumakambirana ndikukwatitsa zotsatsa ku malo oyenera kuti awonjezere kubweza kwa otsatsa pazotsatsa (ROAS).
  • Nthawi Yeniyeni-Kutsatsa - RTB ndi njira ndi ukadaulo momwe zotsatsa zotsatsa zimagulidwa, zogulidwa ndikugulitsidwa pamalingaliro.

Kuphatikiza apo, nsanja izi nthawi zambiri zimaphatikizidwa kwa otsatsa akulu:

  • Platform Yoyang'anira Zambiri - Kuwonjezera kwatsopano kumalo otsatsa malonda ndi DMP, Pulatifomu yomwe imagwirizanitsa deta ya chipani choyamba cha otsatsa pa omvera (akaunti, ntchito yamakasitomala, CRM, ndi zina zotero) ndi / kapena deta yachitatu (makhalidwe, chiwerengero cha anthu, malo) kuti muthe kuwatsata bwino.
  • Dongosolo Lamakasitomala - A CDP ndi nkhokwe yapakati, yolimbikira, yolumikizana yamakasitomala yomwe imafikiridwa ndi machitidwe ena. Deta imachotsedwa kuzinthu zingapo, kutsukidwa, ndikuphatikizidwa kuti apange mbiri yamakasitomala amodzi (yomwe imadziwikanso kuti mawonedwe a 360-degree). Deta iyi ikhoza kuphatikizidwa ndi machitidwe otsatsa adongosolo kuti agawane bwino ndikutsata makasitomala malinga ndi machitidwe awo.

Kutsatsa kwadongosolo kwafika msinkhu ndikuphatikiza kuphunzira pamakina ndi luntha lochita kupanga (AI) kuti asinthe ndikuwunika zonse zomwe zakonzedwa zomwe zikugwirizana ndi zomwe mukufuna komanso deta yosalongosoka yokhudzana ndi malo enieni a wosindikiza kuti adziwe wotsatsa yemwe ali woyenera kwambiri potsatsa popanda kuchitapo kanthu pamanja komanso pa liwiro lenileni.

Kodi Ubwino Wotsatsa Pulogalamu Ndi Chiyani?

Kupatula kuchepetsedwa kwa ogwira ntchito kofunika kukambirana ndi kuyika zotsatsa, kutsatsa mwadongosolo kumapindulitsanso chifukwa:

  • Kuwunika, kusanthula, kuyesa, ndi kupanga kutsata malinga ndi data yonse.
  • Kuchepetsa kuyesa ndi kuwononga malonda.
  • Kubweza bwino pakugwiritsa ntchito malonda.
  • Kutha kukulitsa kampeni nthawi yomweyo kutengera kufikira kapena bajeti.
  • Kuwongola bwino komanso kukhathamiritsa.
  • Osindikiza amatha kupanga ndalama nthawi yomweyo ndikupeza ndalama zambiri pazomwe zili pano.

Mapulogalamu Amalonda Akutsatsa

Pali zochitika zingapo zomwe zikuyendetsa kukula kwa manambala awiri pakutengera kutsatsa kwamapulogalamu:

  • zachinsinsi - Kuchulukitsa kwa kuletsa kutsatsa komanso kuchepetsedwa kwa ma cookie a chipani chachitatu kukuyendetsa luso lojambula machitidwe anthawi yeniyeni a ogwiritsa ntchito ndi omwe akutsatsa omwe akufuna.
  • yakanema - Pakufunidwa ngakhalenso maukonde azingwe azikhalidwe amatsegula malo awo otsatsa kuti atsatse mwadongosolo.
  • Digital Out-On-Home - DOOH ndi zikwangwani zolumikizidwa, zowonetsera, ndi zowonera zina zomwe zili kunja kwanyumba koma zikupezeka kwa otsatsa kudzera pamapulatifomu ambali yofunikira.
  • Audio Kunja Kwanyumba - AOOH ndi maunetiweki olumikizidwa omwe ali kunja kwanyumba koma akupezeka kwa otsatsa kudzera pamapulatifomu ofunikira.
  • Zotsatsa Zomvera - Ma Podcasting ndi nsanja za nyimbo akupanga nsanja zawo kupezeka kwa otsatsa amapulogalamu omwe ali ndi zotsatsa zamawu.
  • Dynamic Creative Optimization - DCO ndi luso laukadaulo pomwe zotsatsa zimayesedwa mwachangu ndikupangidwa - kuphatikiza zithunzi, mauthenga, ndi zina zambiri.
  • chipika unyolo - Ngakhale teknoloji yachinyamata yomwe ikugwiritsira ntchito makompyuta kwambiri, blockchain ikuyembekeza kupititsa patsogolo kufufuza ndi kuchepetsa chinyengo chokhudzana ndi malonda a digito.

Kodi Mapulatifomu Apamwamba Otsatsa Otsatsa ndi ati?

Malinga ndi Gartner, nsanja zapamwamba kwambiri mu Ad Tech ndi.

  • Adform FLOW - Yomwe ili ku Ulaya ndipo ikuyang'ana pa msika wa ku Ulaya, Adform imapereka njira zogulira ndi zogulitsa ndipo ili ndi chiwerengero chachikulu cha kuphatikiza kwachindunji ndi ofalitsa.
  • Adobe Advertising Advertising - yokhazikika pakuphatikiza DSP ndi DMP magwiridwe antchito ndikusaka ndi zigawo zina za martech stack, kuphatikiza nsanja ya data yamakasitomala (CDP), ma analytics a pa intaneti ndi malipoti ogwirizana. 
  • Amazon Advertising - yoyang'ana kwambiri pakupereka gwero logwirizana la kuyitanitsa zinthu zomwe zili ndi Amazon komanso zoyendetsedwa ndi anthu ena komanso zinthu za gulu lachitatu kudzera pakusinthana kotseguka komanso maubale achindunji osindikiza. 
  • Amobee - imayang'ana kwambiri zotsatsa zotsatsira pa TV, digito ndi njira zachitukuko, kupereka mwayi wophatikizika wolumikizana ndi ma TV otsatizana, misika ndi misika yotsatsa nthawi yeniyeni.
  • Basis Technologies (omwe kale anali Centro) - Chogulitsa cha DSP chimayang'ana kwambiri pakukonzekera zofalitsa ndi kagwiritsidwe ntchito panjira ndi mitundu ya malonda.
  • Criteo - Criteo Advertising ikupitirizabe kuyang'ana pa malonda a ntchito ndi kubwezeretsanso, kwinaku akukulitsa mayankho ake athunthu kwa otsatsa ndi malonda otsatsa malonda kudzera pakuphatikiza pa mbali yogula ndi kugulitsa. 
  • Google Display & Video 360 (DV360) - mankhwalawa amayang'ana kwambiri mayendedwe a digito ndipo amapereka mwayi wofikira pazinthu zina za Google (monga YouTube). DV360 ndi gawo la Google Marketing Platform.
  • MediaMath - Zogulitsa zimangoyang'ana kwambiri pama media apulogalamu pamakanema ndi mawonekedwe.
  • Mediaocean - Kukula-ndi-kugula katundu kumayenderana ndikukonzekera zofalitsa, kasamalidwe ka media ndi mbali za kuyeza kwa media. 
  • Malo Odyera - imayendetsa njira zonse, DSP yokhayokha.
  • Xandr - Zogulitsa zimayang'ana kwambiri popereka nsanja zabwino kwambiri zamapulogalamu apawailesi yakanema komanso ma TV omvera. 
  • Yahoo! Ad Tech - perekani mwayi wotsegulira mawebusayiti komanso katundu wamakampani omwe amagulitsidwa kwambiri ku Yahoo!, Verizon Media, ndi AOL.

epom, DSP yotsogolera, yapanga infographic iyi, Anatomy of Programmatic Advertising:

pulogalamu yotsatsira infographic chithunzi

2 Comments

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      Peter, ndizophatikiza pamasamba omwe amapezedwa ndi anthu ena, anthu omwe sanapezeke pamasamba, magulu azikhalidwe, mbiri yakusaka, mbiri yakugula ndi china chilichonse. Ma pulatifomu akulu kwambiri omwe amalumikizana tsopano amatha kuzindikira ogwiritsa ntchito pa intaneti komanso pazida zilizonse!

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