😍 2022-08-16 20:59:07 - Paris/France.
Makampani otsatsa omwe akutsata pa intaneti akupita patsogolo. Pambuyo pazaka zisanu za malamulo atsopano, nkhawa za ogula zomwe zikuchulukirachulukira, komanso kusintha kwakukulu m'mabizinesi ena akuluakulu aukadaulo, makampani opanga zotsatsa akufufuza njira zatsopano zoyendetsera bizinesi yake. Kumvetsetsa mayendedwe amakampaniwa potengera kukolola ndi kugulitsa zinthu zathu zaumwini ndikofunikira - kwa opanga mfundo zomwe akufuna kuziwongolera komanso kwa aliyense amene akuyembekeza kuwongolera zomwe zasonkhanitsidwa ndi makampani omwe akufuna kupezerapo mwayi.
Makampani otsatsa omwe akufuna, omwe amadziwikanso kuti AdTech, akulimbana ndi tsogolo lawo. Chimodzi mwazinthu zofunika zomwe zikubwera ndikulowa kwa mtundu watsopano wamalonda pamsika wa data wa anthu: mabizinesi ogulitsa omwe mumagulako nthawi zonse.
Momwe deta yakale yachipani chachitatu imagwirira ntchito komanso chifukwa chake ikusintha
Paintaneti tonse tikudziwa kuti ili ndi mtundu wabizinesi: kupereka ntchito yothandiza kapena yosangalatsa kudzera pa webusayiti kapena pulogalamu yamafoni, ndikusonkhanitsa deta ya ogwiritsa ntchito ngati malipiro omwe ambiri sadziwa n'komwe kuti akuchokera. Ngakhale timagwiritsa ntchito masamba ndi mapulogalamu athu ambiri omwe timakonda, makampani ena monga ma data brokers amayika ukadaulo wolondolera pazida zathu, kusonkhanitsa zambiri za ife, atha kuziphatikiza kukhala mbiri yofotokoza komwe timagwira ntchito ndi komwe timakhala, anzathu ndi abale athu, zomwe timawononga. nthawi yathu yochita, ndi mikhalidwe ya umunthu ndi machitidwe omwe timawonetsa. Zolemba izi zomwe zapangidwa pa aliyense wa ife zimagulitsidwa kwa ogula kwambiri m'misika yosawoneka yomwe imachitika kuseri kwa tsamba lililonse lomwe timayika. Makampani mazanamazana omwe sitinamvepo akudziwa masamba onse omwe tapitako, zofufuza zomwe tachita, mapulogalamu omwe tatsegula, ndi zomwe zimatipangitsa kuchita zomwe makampani amafuna kuti tichite: kugula zinthu zomwe amatiwonetsa zotsatsa zomwe zikuyang'aniridwa ndikuyang'ana zowonera zathu nthawi yayitali kuti athe kutiwonetsa zotsatsa zambiri zomwe tingakwanitse.
Mtundu wa AdTech uwu ukuyenda bwino potsatira kukhazikitsidwa ndi kukhazikitsidwa kwa malamulo atsopano ku Europe ndi California komanso kukwiyitsidwa ndi anthu poyang'aniridwa mosamalitsa popanda kuletsa. Poganizira zamitundu yatsopano yotsatsa yomwe mukufuna, Apple ndi Google zasinthiratu makampani ena a AdTech. Apple idatulutsa mawonekedwe atsopano a iOS mu 2021 kuti achepetse kusonkhanitsa deta kwa ogwiritsa ntchito pa iPhones, ndipo Google idalengeza kuti ichotsa ma cookie a chipani chachitatu kuchokera ku Chrome patsiku lomwe limakankhidwira kumbuyo, koma posachedwa kwambiri lidakhazikitsidwa kumapeto kwa 2024. .
Chinthu chimodzi chikuyamba kumveka bwino za tsogolo la AdTech: Kusonkhanitsa deta ndi makampani omwe simunamvepo kwatha, ndipo kusonkhanitsa deta ndi makampani omwe mumawadziwa kuli pano. Lowetsani zaka za data ya munthu woyamba.
The Emerging AdTech Model: First-Party Data
Deta ya chipani choyamba ndi zomwe kampani imasonkhanitsa mwachindunji kuchokera kwa makasitomala ake. Yendetsani ku MasterCard yanu ndipo MasterCard ili ndi data pa inu. Ikani oda pa pulogalamu ya McDonald's ndipo McDonald's ili ndi zambiri za inu. Sakanizani pa Disney + ndipo Disney ili ndi zambiri pa inu. Izi zonse ndi deta ya chipani choyamba.
Chifukwa chakuti muli ndi ubale wachindunji ndi makampaniwa sizitanthauza kuti amasunga zidziwitso zanu. Tithokoze mwa zina pakuchotsa kwa Google kwa ma cookie a chipani chachitatu, kufunikira kwa data ya chipani choyamba kwawonjezeka, ndipo makampani omwe ali ndi maubwenzi achindunji azindikira kuti akukhala pazambiri zamtengo wapatali. Zotsatira zake, makampani ambiri omwe amagulitsa katundu ndi ntchito kwa makasitomala awo akuyamba kugulitsa deta ya makasitomala awo.
Makampani ena, monga Visa ndi Mastercard, amagulitsa deta yamakasitomala awo pamsika womwe ulipo wa ogulitsa ma data ndi malonda. Koma ena akutenga njira yosiyana - mothandizidwa ndi kuchulukitsidwa kwapafupipafupi kwa malonda a pa intaneti m'magawo onse ogulitsa, makampani ambiri akusakaniza udindo wa ogulitsa, ogulitsa deta ndi nsanja yotsatsa pamene imodzi, poyambitsa zomwe zimatchedwa ma intaneti ogulitsa malonda.
Retail Media Networks
Sabata yatha ndidayimbira Best Buy kuti ndiwone ngati anali ndi inki yosindikizira yomwe ndimafunikira. Funso loyamba limene mnzangayo anandifunsa, ndisananene n’komwe chifukwa chimene ndimayimbira, linali lokhudza dzina langa, nambala yafoni, ndi adilesi ya imelo. Best Buy sifunikira zonsezi kuti zindiuze ngati pali inki pamashelefu - koma ndiyofunikira. Zowonadi, Best Buy ndi imodzi mwamakampani ambiri omwe amayang'ana ndi ogula omwe akhazikitsa posachedwa malo ogulitsira.
Makanema apawailesi yakanema ndi nsanja zotsatsira za ogulitsa omwe ali ndi ubale wapagulu ndi makasitomala. Apa, ogulitsa amatha kugulitsa makasitomala awo kwa otsatsa kuti akwaniritse zotsatsa kumayendedwe omwe ogulitsa ali nawo. (Ndipo, nthawi zina, mumakanema ena pa intaneti yonse.)
Mwachitsanzo, wotsatsa akugwiritsa ntchito Best Buy's retail media network ali ndi mwayi wopeza zambiri zomwe Best Buy ili nazo zokhudza ine, monga zomwe ndidafufuza patsamba lawo, masamba omwe ndidawona, ngolo zomwe ndasiya, ndemanga zomwe ndapeza. zolembedwa, maimelo omwe ndatsegula, nthawi yokumana ndi ntchito yomwe ndakonza, ndi zogula zomwe ndapanga. Monga momwe kampaniyo imanenera, "Zowonjezera izi zimapanga mbiri yochuluka ya zolinga za omvera, zokonda, ndi zolinga." Pakhoza kukhala zolowa zina kupatula zomwe zili pamwambapa zomwe zikugulitsidwanso.
Best Buy imagulitsa datayi kwa otsatsa kuti ayike zotsatsa zomwe akutsata pamachanelo a Best Buy, monga tsamba loyambira la sitolo kapena zotsatira zakusaka mkati mwa pulogalamu yamsitolo. Palinso "mauthenga oyandikira" omwe amalola otsatsa kuti agwiritse ntchito malo omwe mwakokedwa ndi pulogalamu ya Best Buy kuti akulozani zotsatsa zapa TV ndi makompyuta pafupi ndi inu mukuyenda.
"Kutumizirana mameseji pafupi ndi sitolo" kumayatsidwa ndi kusaka malo. Chithunzi chojambulidwa pa Ogasiti 16, 2022.
Zachidziwikire, nthawi zambiri, zambiri zamakasitomala zomwe zimagulitsidwa kudzera pamanetiweki otsatsa sizimangotengera zotsatsa kumayendedwe ogulitsa. Wogulitsa malonda yemwe amagwirizana ndi makampani omwe alipo kale a AdTech monga Criteo, mwachitsanzo, atha kupatsa otsatsa mwayi wogwiritsa ntchito deta yawo yamakasitomala kuti akwaniritse zotsatsa pa intaneti. Mwanjira imeneyi, ma network ena ogulitsa ma TV amakhala gawo latsopano la dongosolo lakale.
Best Buy ili kutali ndi wogulitsa yekhayo yemwe angalowe mu malo a AdTech. Imalumikizana ndi Target, WalMart, Lowe's, Kohl's, Kroger, Dollar Tree, Marriott, CVS, Macy's, Albertson's ndi WalGreens, onse omwe amalowa mu data yapaintaneti ndi malonda otsatsa okha.
Chida cha Otolera Data: Mapulogalamu a Mphotho, Umembala, Kulowa ndi Kulembetsa
Sikuti deta yonse imapangidwa mofanana - chofunika kwambiri ndi chidziwitso chokhudzana ndi makasitomala enieni, kulola otsatsa kuti azitha kuyang'ana munthu payekha malinga ndi khalidwe lakale, lamakono ndi lamtsogolo. Pali njira zambiri zomwe makampani omwe amasonkhanitsa deta ya chipani choyamba angatipusitse kuti tisiye zambiri momwe tingathere.
Mapulogalamu okhulupirika
Mapologalamu okhulupilika sikuti amangopatsa makasitomala mphoto, komanso amawatsata bwino. Kugawa zopindulitsa kudzera pa khadi la punch ndi chinthu chimodzi, koma mapulogalamu a mphotho akalumikizidwa ndi digito - monga momwe amachitira masiku ano - amatha kukhala galimoto yosonkhanitsira deta mozama komanso mwatsatanetsatane. Makampani a ndege a m'ma 80 anali oyamba kuzindikira izi, pogwiritsa ntchito mapulogalamu okhulupilika kuti alimbikitse makasitomala ndikupanga zina mwazinthu zoyamba zamakampani zozindikiritsa makasitomala ndi zochitika.
Masiku ano, mapulogalamu ambiri okhulupilika amayendetsedwa kudzera m'mapulogalamu, kupatsa makasitomala mwayi woyika maoda pasadakhale kapena kulipira poyang'ana foni. Kwa makasitomala, ndizosavuta komanso kupeza mphotho. Kwa makampani, amapeza data pazakudya zathu zomwe amatha kugulitsa m'njira zingapo, kuphatikiza kugulitsa kwa ena monga otsatsa.
Ndipo, zowonadi, kutsitsa pulogalamu yapa foni yam'manja kumangowonjezera kuchuluka kwazinthu zosafunikira zomwe zingatheke. Kumayambiriro kwa chaka chino, pulogalamu ya Tim Hortons, mwachitsanzo, idapezeka kuti imasonkhanitsa nthawi zonse malo a ogwiritsa ntchito, ngakhale pulogalamuyo itatsekedwa.
Umembala
Monga mapulogalamu okhulupilika, umembala ndi njira yolimbikitsira makasitomala kuti adzizindikiritse okha nthawi zonse, kulola mabizinesi kulemba zonse zomwe amakumana nanu mu chipika chothamanga. Kuti mugule ku Sam's Club, mwachitsanzo, muyenera kukhala membala wolembetsedwa ndikupereka zambiri za membala wanu nthawi iliyonse mukatuluka.
Zodabwitsa ndizakuti, Sam's Club idalengeza mwezi watha kuti ipanga makina ake ogulitsa media. Kampaniyo idakhala ndi mwayi wopeza zambiri, monga ndendende yemwe amagula m'masitolo ake, komwe ndi nthawi ziti patsiku, ndipo, chofunikira kwambiri, chinthu chilichonse chomwe makasitomala ake adagulapo. Monga wachiwiri kwa purezidenti wa Sam's Club adanena mu blog polengeza zamalonda ake atsopano, "Monga bungwe la umembala, tili ndi chidziwitso chochuluka chokhudza mamembala athu. Sikuti timangowoneka 100% pazogula zawo, komanso timadziwa zomwe amafufuza.
kugwirizana
Malowedwe ndi njira ina yokakamiza ogwiritsa ntchito osadziwika kuti adzizindikiritse okha. Mwina mwazindikira kuti nthawi iliyonse mukapanga akaunti ndi tsamba kapena pulogalamu yatsopano, Google ndi Facebook zimakufunsani ngati mungafune kugwiritsa ntchito akaunti yanu yomwe ilipo ndi iwo. Kuwalola kukhala mkhalapakati kumawalola iwo ndi tsamba lomwe mumapangira akaunti kuti agawane data, kugwirizanitsa zomwe mumachita pamasamba ndi mapulogalamu ndipo pakapita nthawi kwa inu makamaka, popanda zovuta zambiri.
Pamene ma cookie a chipani chachitatu akuchulukirachulukira, ndizotheka kuti kugwiritsa ntchito malowedwe olowera patsamba la intaneti kuchulukira. Mofanana ndi ma paywall, ma portal olowera amalepheretsa zomwe zili pa intaneti mpaka mutapanga akaunti ndi imelo kapena nambala yanu yafoni ndikulowa paulendo uliwonse, kupanga deta kuti atolere chipani choyamba. Si makampani onse ndi masamba omwe angathamangire kumtunduwu, koma mwina angapo angatero, ndipo ndizofanana ndi zomwe ofalitsa ena monga media akuchita kale.
Kulumikizana ndi chinthu chodziwika kale kwa ambiri, makamaka chifukwa cha zolembetsa za digito zomwe zili zofunika kwambiri pamoyo wa ogula masiku ano. Zomwe zilinso zida zokolola deta.
masabusikiripushoni
Ntchito zomwe zimagwiritsa ntchito njira yolembetsera mwezi uliwonse zimadalira zolembera kuti zitsimikizire kuti munthu yekhayo amene amapeza ntchito ya digito ndi amene amalipira. Chitsanzo chachikulu ndi cha mautumiki a akukhamukira - ndipo chifukwa aliyense ayenera kulumikizidwa ndi kuwulutsa, ndi akukhamukira ndiye kukhala wosewera wamkulu muzamtsogolo za AdTech model.
NBCUniversal inali imodzi mwa makampani oyambirira kuyamba kupereka deta yake kwa otsatsa omwe akutsatsa malonda papulatifomu. Makasitomala a NBCUniversal atha kufananiza deta yawo ya chipani choyamba ndi ya NBCUniversal, komanso kuwonjezera ndi data ya chipani chachitatu kudzera pa NBCUniversal's AdTech service kuti aphunzire zambiri momwe angathere zamakhalidwe a ogula, kuphatikiza momwe amachitira ndi zotsatsa. Ndi mliriwu, kukwera kwa anthu omwe amathera nthawi yochulukirapo akuwonera ma TV awo kwapangitsa ena, monga Disney +, kukulitsa luso la AdTech. Kutsika kwaposachedwa kwa chiwerengero cha olembetsa Netflix adatsogolera kampaniyo kukonzekera zolembetsa zotsatsa, ndipo posachedwa idalengeza mgwirizano ndi mkono watsopano wa Microsoft wa AdTech kuti achite izi.
Tsogolo ndi gawo loyamba
Mtundu wakale wa AdTech sunafebe - masamba ambiri aulere komanso otsika mtengo komanso mapulogalamu akugwirabe ntchito ngati njira zosonkhanitsira deta. Koma mochulukirachulukira, mabizinesi ogulitsa akukhala AdTech…
SOURCE: Ndemanga za News
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