😍 2022-08-16 20:59:07 - Paris/France.
Ishishini lentengiso ekujoliswe kulo liyakhula ngoku. Emva kweminyaka emihlanu yemithetho emitsha, ukukhula kweenkxalabo zabathengi, kunye notshintsho olubalulekileyo lwasemva kwezinye iinkampani ezinkulu zetekhnoloji, ishishini le-ad tech lizama ukufumana iindlela ezintsha zokuqhuba imodeli yalo yeshishini. Ukuqonda imikhondo yeli shishini ngokusekwe ekuvuneni nasekurhwebeni kwedatha yethu yobuqu kubalulekile - kubo bobabini abaqulunqi bemigaqo-nkqubo abafuna ukuyilawula kwaye nabani na onethemba lokulawula ulwazi oluqokelelwe ngathi ziinkampani ezijonge ukuxhamla kulo.
Ishishini lentengiso ekujoliswe kulo, elikwabizwa ngokuba yi-AdTech, lizabalaza ngokwalo ngekamva lalo. Enye yeendlela ezibalulekileyo ezivelayo kukungena kohlobo olutsha lomthengisi kwimarike yedatha yabantu: amashishini okuthengisa osoloko uthenga kuwo.
Isebenza njani imodeli yedatha yomntu wesithathu kwaye kutheni itshintsha
I-intanethi sonke siyazi ngokwesiseko imodeli yeshishini: ukubonelela ngenkonzo eluncedo okanye eyonwabisayo ngewebhusayithi okanye i-app yefowuni, kunye nokuqokelela idatha yomsebenzisi njengentlawulo abaninzi abangaqondi nokuba ivela kuyo. Nangona sisebenzisa uninzi lweendawo esizithandayo kunye nee-apps, iinkampani zeqela lesithathu ezifana nabathengisi bedatha bafaka itekhnoloji yokulandela umkhondo kwizixhobo zethu, beqokelela ulwazi ngathi, banokuludibanisa lube ziiprofayile ezichaza apho sisebenza khona nalapho sihlala khona, ngoobani abahlobo nosapho lwethu, into esiyichithayo. ixesha lethu lokwenza, kwaye zeziphi iimpawu zobuntu kunye neepatheni zokuziphatha esizibonisayo. Ezi rekhodi ziqulunqwe kumntu ngamnye kuthi zithengiselwa oyena mntu uthengisayo kwiifandesi ezingabonakaliyo ezenzeka emva kwephepha ngalinye esililayishayo. Amakhulu eenkampani esingazange khe sive ngazo zazi zonke iisayithi esizindwendweleyo, uphendlo esilwenzileyo, ii-apps esizivulileyo, kwaye yintoni esenza ukuba senze oko iinkampani zifuna sizenze: thenga izinto ezisibonisa kuzo. iintengiso ekujoliswe kuzo kwaye ujonge kwizikrini zethu ixesha elide ukuze zikwazi ukusibonisa iintengiso ezininzi ekujoliswe kuzo.
Le modeli ye-AdTech iyavela ngenxa yokwamkelwa kunye nokusetyenziswa kwemigaqo emitsha eYurophu naseCarlifonia kunye nokucaphukisa uluntu ngokujongwa ngokusondeleyo ngaphandle kokukwazi ukuyiyeka. Ukuthathela ingqalelo iimodeli ezintsha zentengiso ekujoliswe kuyo, iApple kunye neGoogle bajike ibala lajonga phantsi kwezinye iinkampani ze-AdTech. I-Apple ikhuphe into entsha ye-iOS ngo-2021 ukunciphisa ukuqokelelwa kwedatha yabasebenzisi kwii-iPhones, kwaye uGoogle wabhengeza ukuba iyakukhupha iikuki zokulandela umkhondo zeqela lesithathu kwi-Chrome ngomhla oqhubeka utyhalwa umva, kodwa eyona yamva nje isetiwe ekupheleni kuka-2024. .
Into enye iqala ukucaca ngekamva le-AdTech: ukuqokelelwa kwedatha ziinkampani ongazange uve ngazo kuphelile, kwaye ukuqokelelwa kwedatha ziinkampani ozaziyo zilapha. Faka ubudala bedatha yomntu wokuqala.
Imodeli ye-AdTech esakhulayo: Idatha yeqela lokuqala
Idatha yeqela lokuqala yile nto inkampani iqokelela ngokuthe ngqo kubathengi bayo. Swayipha i-MasterCard yakho kwaye i-MasterCard inedatha kuwe. Faka iodolo kwi-app kaMcDonald kwaye uMcDonald's unedatha ngawe. Ukusasaza kwiDisney + kunye neDisney inedatha kuwe. Le yidatha yomntu wokuqala.
Ngenxa yokuba unobudlelwane obuthe ngqo nezi nkampani akuthethi ukuba bagcina ulwazi lwakho kubo. Enkosi ngokuyinxenye ekususweni kukaGoogle iikuki zokulandela umkhondo zomntu wesithathu, imfuno yedatha yomntu wokuqala inyukile kwaye iinkampani ezinobudlelwane obuthe ngqo nabathengi ziye zaqaphela ukuba zihleli kwimithombo yobutyebi exabisekileyo yolwazi. Ngenxa yoko, iinkampani ezininzi ezithengisa iimpahla kunye neenkonzo kubathengi bazo bafudukela ekuthengiseni idatha yabathengi babo.
Ezinye iinkampani, ezifana neVisa kunye ne-Mastercard, zithengisa idatha yabathengi babo kwimarike ekhoyo yabathengisi bedatha kunye neefandesi. Kodwa abanye bathatha indlela eyahlukileyo - bencediswa kukugcwala ngokupheleleyo korhwebo lwe-intanethi kuwo onke amacandelo okuthengisa, iinkampani ezininzi zixuba indima yomthengisi, umthengisi wedatha kunye neqonga lentengiso ngelixa enye, ngokuseka oko kubizwa ngokuba ziinethiwekhi zeendaba zokuthengisa.
IiNethiwekhi zeMedia ezithengisayo
Kwiveki ephelileyo ndiye ndafowunela i-Best Buy ukubona ukuba banayo na i-inki yomshicileli endiyidingayo kwisitokhwe. Umbuzo wokuqala owandibuzwa ngumhlobo wam, ngaphambi kokuba nditsho nokuba kutheni ndifowunela, yayimalunga negama lam, inombolo yomnxeba kunye nedilesi ye-imeyile. Ukuthenga Okugqwesileyo akufuni konke oko ukundixelela ukuba kukho i-inki kwiishelufa - kodwa ngokuqinisekileyo ixabisekile. Inene, iBest Buy yenye yeenkampani ezininzi ezijongene nabathengi ezisandula ukuseka inethiwekhi yemidiya yokuthengisa.
Uthungelwano lweendaba zokuthengisa ngamaqonga eentengiso aphethwe ngumthengisi onobudlelwane bomntu wokuqala kunye nabathengi. Apha, abathengisi banokuthengisa idatha yabo yabathengi kubakhangisi ukuba bajolise kwiintengiso kumajelo aphethwe ngumthengisi. (Kwaye, kwezinye iimeko, kwezinye iitshaneli kuyo yonke iwebhu.)
Umzekelo, umthengisi osebenzisa inethiwekhi yentengiso yentengiso ye-Best Buy unokufikelela kulwazi i-Best Buy enayo ngam, efana nento endiyikhangeleyo kwindawo yabo, amaphepha endiwajongileyo, iinqwelo zokuthenga endizishiyileyo, uphononongo endilufumeneyo. ebhaliweyo, ii-imeyile endizivulileyo, ukuqeshwa kwenkonzo endiyicwangcisiweyo, kunye nokuthenga endikwenzileyo. Njengoko inkampani ibeka, "Ezi galelo zenza iprofayili ecebileyo yeenjongo zabaphulaphuli, izinto ezinomdla kunye neenjongo." Kusenokubakho amanye amagalelo ngaphandle kwalawo angasentla nawo athengiswayo.
I-Best Buy ithengisa le datha kubathengisi ukuze babeke iintengiso ezijoliswe kuzo kwiitshaneli ze-Best Buy, ezifana nephepha lewebhusayithi yevenkile okanye iziphumo zophendlo ngaphakathi kwe-app yevenkile. Kukwakho "imiyalezo ekufutshane," isinikezelo esivumela iintengiso ukuba zisebenzise indawo okuyo evunwe yeyona app iBest Thenga ukuze ijolise kuwe ngeentengiso ezikumabonakude okufutshane kunye nezikrini zekhompyuter njengoko ujikeleza.
Kwivenkile "imiyalezo ekufutshane" yenziwe ngokujongwa kwendawo. Umfanekiso othathwe ngo-Agasti 16, 2022.
Ngokuqinisekileyo, kwiimeko ezininzi, idatha yomthengi ethengiswa ngothungelwano lweendaba zokuthengisa azikhawulelwanga ekujoliseni iintengiso kumajelo omthengisi. Umthengisi osebenzisana neenkampani ze-AdTech ezikhoyo ezifana neCriteo, umzekelo, unokubonelela abathengisi amandla okusebenzisa idatha yabo yabathengi ukujolisa iintengiso kwiwebhu iphela. Ngale ndlela, ezinye iinethiwekhi zemidiya yokuthengisa ubukhulu becala yinto entsha yenkqubo endala.
Ukuthenga Okugqwesileyo kukude kumthengisi kuphela ukungena kwindawo ye-AdTech. Idibanisa i-Target, i-WalMart, i-Lowe, i-Kohl's, i-Kroger, i-Dollar Tree, i-Marriott, i-CVS, i-Macy's, i-Albertson's kunye ne-WalGreens, zonke zingena kwidatha ye-intanethi kunye neshishini leentengiso ngokwazo.
I-Toolkit yoMqokeleli weDatha: IiNkqubo zeMvuzo, ubulungu, ukungena kunye nemirhumo
Ayikho yonke idatha eyenziwe ngokulinganayo - eyona nto ibaluleke kakhulu ingcaciso ehambelana nomthengi othile, ukuvumela abakhangisi ukuba bajolise kumntu ngokusekelwe kwindlela yangaphambili, yangoku kunye nekamva elizayo. Zininzi iindlela iinkampani eziqokelela iinkcukacha zeqela lokuqala zingasiqhatha ukuba sinikezele ngedatha eninzi kangangoko kunokwenzeka.
Iinkqubo zokunyaniseka
Iinkqubo zokunyaniseka azilunganga nje ekuvuzeni abathengi, zikwalungile ekuzilandeleni. Ukusasaza izibonelelo ngekhadi le-punch elibonakalayo yinto enye, kodwa xa iinkqubo zokuvuza zixutywa ngokwedijithali - njengoko zihlala zinjalo namhlanje - zinamandla okuba sisithuthi sokuqokelela idatha ebanzi kunye neenkcukacha. Iinkampani zeenqwelo moya zeminyaka yoo-80 zaba zezokuqala ukuyiqonda le nto, zisebenzisa iinkqubo zokuthembeka ukukhuthaza abathengi kunye nokudala ezinye zeenkcukacha zolwazi lokuqala lwequmrhu lokuchongwa kwabathengi kunye nemisebenzi.
Namhlanje, iinkqubo ezininzi zokunyaniseka zilawulwa ngee-apps, ukunika abathengi amandla okubeka ii-odolo kwangaphambili okanye ukuhlawula ngokuskena ifowuni. Kubathengi, imalunga nokulula kunye nokuqokelela imivuzo. Kwiinkampani, zifumana iinkcukacha malunga nemikhwa yethu yokusebenzisa ezinokuthi ziyithengise ngeendlela ezininzi, kuquka ukuyithengisela abantu besithathu abafana nabathengisi.
Kwaye ewe, ukuba ukhuphele i-smartphone app yonyusa kuphela inani lokuqokelelwa kwedatha engaphezulu enokwenzeka. Ekuqaleni kwalo nyaka, i-app ye-Tim Hortons, umzekelo, yafunyanwa ukuba ihlala iqokelela iindawo zabasebenzisi, nangona i-app ivaliwe.
Ubulungu
Njengeenkqubo zokunyaniseka, ubulungu yindlela yokukhuthaza abathengi ukuba bazichaze ngamaxesha onke, ukuvumela amashishini ukuba abhale yonke intsebenziswano yawo nawe kwilogi eqhubayo. Ukwenza ukuthenga kwi-Sam's Club, umzekelo, kufuneka ube lilungu elibhalisiweyo kwaye unike ulwazi lwelungu lakho rhoqo xa uphuma.
Ngenzeka, iKlabhu kaSam ibhengeze kwinyanga ephelileyo ukuyilwa kwenethiwekhi yayo yemidiya yokuthengisa. Inkampani kudala ikwazi ukufikelela kwiinkcukacha zedatha, ezinje ngokuthe ngqo ukuba ngubani othenga kwiivenkile zayo, phi kwaye ngawaphi amaxesha osuku, kwaye, okona kubaluleke kakhulu, yonke into ethengwe ngabathengi bayo. Njengosekela mongameli weKlabhu kaSam wathi kwibhlog ebhengeza intengiso yakhe entsha, “Njengombutho wamalungu, sinolwazi oluninzi malunga namalungu ethu. Asinabo kuphela ukubonakala kwe-100% kwizinto abazithengileyo, kodwa siyakwazi nokuziphatha kokukhangela kwabo.
Unxibelelwano
Ukungena yenye indlela yokunyanzela abasebenzisi abangaziwayo ukuba bazichaze. Ukhe waqaphela ukuba ngalo lonke ixesha usiya ukwenza iakhawunti ngesiza esitsha okanye usetyenziso, uGoogle noFacebook bayakubuza ukuba ungathanda na ukusebenzisa iakhawunti yakho esele ikhona. Ukubavumela balamle kubavumela kunye nesayithi oyila iakhawunti ukuba babelane ngedatha, banxulumanise okwenzayo kwiisayithi kunye ne-apps kwaye ekuhambeni kwexesha kube kuwe ngokukodwa, kunye nexabiso elincinci lobunzima. ukungaqiniseki malunga nokuba ungubani.
Njengoko iikuki zokulandela umkhondo womntu wesithathu ziqhubeleka nokuwohloka, kusenokwenzeka ukuba ukusetyenziswa kweengosi zokungena kwiindawo ezikwi-intanethi kuya kwanda. Ngokufana nee-paywall, ii-portals zokungena zigcina umxholo wewebhu ungabonakali de udale i-akhawunti ngedilesi yakho ye-imeyile okanye inombolo yefowuni kwaye ungene kutyelelo ngalunye, ukwenza idatha qu baqokelela idatha yomntu wokuqala. Ayizizo zonke iinkampani kunye neendawo eziya kungxamela kule modeli, kodwa kusenokwenzeka ukuba inani liyakwenza, kwaye kuyafana noko abanye abapapashi abafana nemidiya sele besenza.
Uqhagamshelo sele luphawu oluqhelekileyo kwabaninzi, ngakumbi enkosi kubhaliso lwedijithali olungundoqo kubomi bomthengi namhlanje. Ezikwazizixhobo zokuvuna idatha.
Imirhumo
Iinkonzo ezisebenzisa imodeli yorhumo lwenyanga zixhomekeke ekungeneni ekuqinisekiseni ukuba okuphela komntu ofikelela kwinkonzo yedijithali nguye ohlawulayo. Owona mzekelo mkhulu ngulowo weenkonzo ze Ukusasaza -kwaye ngenxa yokuba wonke umntu kufuneka aqhagamshelwe kusasazo, i Ukusasaza ngokuqinisekileyo iba ngumdlali ophambili kwimodeli ye-AdTech yexesha elizayo.
I-NBCUniversal yayiyenye yeenkampani zokuqala ukuqalisa ukunika idatha yomsebenzisi kubathengisi abasebenzisa iintengiso eqongeni. Abathengi be-NBCUniversal banokuthelekisa idatha yabo yomntu wokuqala naleyo ye-NBCUniversal, kunye nokuncedisa ngedatha yomntu wesithathu ngenkonzo ye-AdTech ye-NBCUniversal ukuze bafunde kangangoko malunga nokuziphatha komthengi, kuquka indlela asabela ngayo kwiintengiso. Ngobhubhane, ukunyuka kwabantu abachitha ixesha elininzi besasaza kwiiTV zabo kukhokelele abanye, abanjengoDisney +, ukwandisa amandla e-AdTech. Ukwehla kwakutshanje kwinani lababhalisi kwi Netflix ikhokelele inkampani ukuba icwangcise ubhaliso lwenqanaba lentengiso, kwaye isandula ukubhengeza ubambiswano kunye nengalo entsha ye-AdTech yeMicrosoft ukwenza kanye loo nto.
Ikamva liyinxalenye yokuqala
Imodeli yakudala ye-AdTech ayikafi okwangoku - iisayithi ezininzi zasimahla kunye nexabiso eliphantsi kunye neeapps zisasebenza njengemida yokusebenza yokuqokelela idatha. Kodwa ngakumbi nangakumbi, amashishini athengisayo aba yiAdTech…
SOURCE: Uphonononga Iindaba
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