Ho utloisisa Papatso ea Lenaneo, Mekhoa ea Eona, le Baetapele ba The Ad Tech

Papatso ea Lenaneo ke Eng - Infographic, Baetapele, Acronyms, Technologies

Ka lilemo tse mashome, papatso ea Marang-rang e bile e fapaneng haholo. Bahoeletsi ba khethile ho fana ka libaka tsa bona tsa lipapatso ka kotloloho ho babapatsi kapa ba kentse libaka tsa lipapatso bakeng sa limmaraka tsa lipapatso hore ba li reke le ho li reka. E butsoe Martech Zone, re sebelisa lipapatso tsa rona tsa thekiso ea matlo joalo ka sena… re sebelisa Google Adsense ho etsa chelete ka lingoliloeng le maqephe a nang le lipapatso tse amehang hammoho le ho kenya likhokahano le ho bonts'a lipapatso le balekane le batšehetsi.

Babapatsi ba ne ba tloaetse ho laola likhakanyo tsa bona tsa lichelete, litefiso tsa bona, le ho etsa lipatlisiso ho mohatisi ea loketseng ho kenya letsoho le ho bapatsa. Bahoeletsi ba ile ba tlameha ho etsa liteko le ho laola limmaraka tseo ba neng ba lakatsa ho kena ho tsona. 'Me, ho itšetlehile ka boholo ba bamameli ba bona, ba ka' na ba lumelloa kapa ba se ke ba e amohela. Litsamaiso li tsoetse pele lilemong tse leshome tse fetileng, leha ho le joalo. Ha bandwidth, matla a khomphutha, le ts'ebetso ea data e ntse e ntlafala haholo, litsamaiso li ne li le betere. Babapatsi ba kentse mekhahlelo ea litheko le likhakanyo tsa lichelete, phapanyetsano ea lipapatso e ne e laola thepa le theko ea ho hapa, 'me baphatlalatsi ba behile lipehelo tsa thekiso ea matlo a bona.

Lenaneo la Papatso ke eng?

Kotara Lenaneo la litaba (Eo hape a tsejoa e le papatso ea mananeo or lipapatso tsa mananeo) e akaretsa letoto la mahlale a iketselitseng ho reka, ho beha, le ho ntlafatsa thepa ea mecha ea litaba, ebe e nkela mekhoa e thehiloeng ho batho sebaka. Ts'ebetsong ena, balekane ba phepelo le tlhokahalo ba sebelisa litsamaiso tse itirisang le melao ea khoebo ho beha lipapatso lethathamong la litaba tse lebisitsoeng ho elektroniki. Ho 'nile ha etsoa tlhahiso ea hore mecha ea phatlalatso ea mananeo ke ntho e hōlang ka potlako indastering ea lefatše ea phatlalatso le ea papatso.

Wikipedia

Likarolo tsa Phatlalatso ea Lenaneo

Ho na le mekha e mengata e amehang papatsong ea mananeo:

  • Morekisi - Mobapatsi ke lets'oao le batlang ho fihlela batho bao ho buuoang ka bona ho latela boits'oaro, palo ea batho, lithahasello kapa sebaka.
  • mohoeletsi - Mohatisi ke mofani oa thepa ea thekiso ea matlo kapa maqephe a sebaka a fumanehang moo litaba li ka hlalosoang le lipapatso tse lebisitsoeng li ka kenngoa ka matla.
  • Supply-Side Platform - The SSP e hlahisa maqephe a baphatlalatsi, litaba, le libaka tsa lipapatso tse fumanehang bakeng sa ho reka.
  • Tlhoko ea Sehopotso - The DSP e supa lipapatso tsa baphatlalatsi, batho bao ho buuoang ka bona, litefiso le likhakanyo tsa lichelete.
  • Phapanyetsano ea Lipapatso - Phapanyetsano ea lipapatso e buisana le ho nyalisa lipapatso sebakeng se nepahetseng sa thekiso ea matlo ho eketsa phaello ea mobapatsi ka tšebeliso ea lipapatso (TSELENG).
  • Tefo ea Nako ea 'Nete - RTB ke mokhoa le thekenoloji eo thepa ea papatso e phahamisoang, e rekoang le ho rekisoa ho latela maikutlo.

Ho feta moo, li-platform tsena hangata li kopanngoa bakeng sa baphatlalatsi ba baholo:

  • Sethala sa Tsamaiso ea Ts'ebetso - Keketso e ncha sebakeng sa papatso ea mananeo ke eona DMP, Sethala se kopanyang lintlha tsa mokha oa pele ho bamameli (akhaonto, tšebeletso ea bareki, CRM, joalo-joalo) le/kapa batho ba boraro (boitšoaro, palo ea batho, libaka) e le hore u ka ba lebisa tlhokomelo ka katleho.
  • Sethala sa Boitsebiso ba Bareki - A CDP ke polokelongtshedimosetso ya bareki e bohareng, e phehellang, e momahaneng e fihlellehang ho ditsamaiso tse ding. Lintlha li huloa mehloling e mengata, ea hloekisoa, 'me ea kopanngoa ho theha boemo ba moreki a le mong (hape o tsejoa e le pono ea 360-degree). Lintlha tsena li kanna tsa kopanngoa le litsamaiso tsa papatso tsa mananeo ho ea ho karolo e betere le ho lebisa bareki ho latela boitšoaro ba bona.

Papatso ea mananeo e se e tsofetse ka ho kenyelletsa thuto ea mochini le bohlale ba maiketsetso (AI) ho tloaeleha le ho lekola lintlha tse hlophisitsoeng tse amanang le sepheo le data e sa hlophisoang e amanang le thekiso ea matlo ea mohatisi ho tsebahatsa mobapatsi ea hloahloa ka theko e ntle ka ho fetesisa ntle le ho kenella ka letsoho le ka lebelo la nako ea nnete.

Melemo ea Phatlalatso ea Lenaneo ke Efe?

Ntle le phokotso ea basebetsi e hlokahalang bakeng sa ho buisana le ho beha lipapatso, papatso ea mananeo le eona e molemo hobane:

  • E lekola, e sekaseka, e etsa liteko, 'me e hlahise sepheo ho ipapisitsoe le lintlha tsohle.
  • Ho fokotsoa ha liteko le litšila tsa papatso.
  • Tšebeliso e ntlafalitsoeng ea tšebeliso ea lipapatso.
  • Bokhoni ba ho phahamisa matšolo hang hang ho ipapisitse le phihlello kapa tekanyetso.
  • Sepheo se ntlafetseng le ho ntlafatsa.
  • Bahatisi ba ka etsa chelete hang-hang ka litaba tsa bona mme ba fumana litefiso tse holimo tsa ho etsa chelete ka litaba tsa hajoale.

Mekhoa ea Phatlalatso ea Lenaneo

Ho na le litloaelo tse 'maloa tse tsamaisang kholo ea linomoro tse peli molemong oa ho amoheloa ha papatso ea mananeo:

  • Privacy - Keketseho ea ho thibela lipapatso le data e fokotsehileng ea li-cookie tsa motho oa boraro e etsa hore ho be le boqapi ba ho hapa boitšoaro ba basebelisi ba nako ea nnete le batho bao ba ba batlang.
  • a thelevishene - Marang-rang a batloang, esita le li-cable tsa setso li bula libaka tsa tsona tsa papatso bakeng sa papatso ea mananeo.
  • Digital Out-Off-Home - DOOH ke liboto tse hokahantsoeng, liponts'o, le li-skrini tse ling tse fumanehang kantle ho ntlo empa li ntse li fumaneha ho babapatsi ka li-platform tsa tlhokahalo.
  • Audio Out-Off-Lapeng - AOOH ke marang-rang a molumo a hokahantsoeng a fumanehang kantle ho hae empa a ntse a fumaneha ho babapatsi ka li-platform tsa tlhokahalo.
  • Lipapatso tsa Audio - Li-podcast le li-platform tsa 'mino li etsa hore sethala sa bona se fumanehe ho baphatlalatsi ba mananeo ba nang le lipapatso tsa molumo.
  • Katoloso e Matla ea Boitlhamelo - DCO ke theknoloji moo lipapatso tsa ponts'o li lekoang le ho etsoa - ho kenyeletsoa litšoantšo, melaetsa, joalo-joalo ho shebisa mosebelisi ea e bonang le sistimi eo e phatlalatsoang ho eona.
  • bolokong Chain - Le hoja theknoloji e nyenyane e sebetsa ka matla, blockchain e tšepa ho ntlafatsa ho latela le ho fokotsa bomenemene bo amanang le papatso ea digital.

Li-Platform tsa Top Programmatic bakeng sa Babapatsi ke life?

Ho latela Gartner, li-platform tse holimo tsa mananeo ho Ad Tech li.

  • Adform MOTSAMAI - E fumaneha Europe 'me e tsepamisitse maikutlo' marakeng oa Europe, Adform e fana ka litharollo tsa mahlakoreng a ho reka le ho rekisa 'me e na le palo e kholo ea likamano tse tobileng le bahoeletsi.
  • Adobe Cloud Advertising - e tsepamisitsoe ka bophara ho kopanya DSP 'me DMP ts'ebetso ea ho batla le likarolo tse ling tsa stack ea martech, ho kenyelletsa le sethala sa data sa bareki (CDP), li-analytics tsa marang-rang le tlaleho e kopaneng. 
  • Papatso ea Amazon - e tsepamisitse maikutlo ho faneng ka mohloli o kopanetsoeng bakeng sa ho reka thepa e khethehileng ea Amazon-and-operated inventory hammoho le thepa ea mekhatlo ea boraro ka phapanyetsano e bulehileng le likamano tse tobileng tsa bahoeletsi. 
  • amobee - e tsepamisitse maikutlo haholo lipapatsong tse fetotsoeng ho pholletsa le liteishene tsa TV, tsa dijithale le tsa sechaba, e fana ka phihlello e kopaneng ea mebaraka ea TV, lethathamo la thepa le limmaraka tsa nako ea nnete.
  • Theknoloji ea Motheo (eo pele e neng e le Centro) - sehlahisoa sa DSP se tsepamisitse maikutlo ka ho pharaletseng moralong oa mecha ea phatlalatso le ts'ebetsong ea ts'ebetso ho pholletsa le litsela le mefuta ea litšebelisano.
  • Criteo - Criteo Advertising e ntse e tsoela pele ho tsepamisa maikutlo ho bapatsi ba ts'ebetso le ho retargeting, ha e ntse e tebisa litharollo tsa eona tse felletseng bakeng sa barekisi le mecha ea litaba ea khoebo ka ho kopanya lehlakoreng la ho reka le ho rekisa. 
  • Google Display & Video 360 (DV360) - sehlahisoa sena se tsepamisitse maikutlo haholo likanaleng tsa dijithale 'me se fana ka phihlello e ikhethileng ea mananeo ho thepa e itseng e sebelisoang ke Google (mohlala, YouTube). DV360 ke karolo ea Google Marketing Platform.
  • MediaMath - lihlahisoa li tsepamisitsoe haholo ho mecha ea litaba ea mananeo ho pholletsa le likanale le lifomate.
  • Mediaocean - kholo-by-acquisition sehlahiswa potefolio spans thero ea mecha ea litaba, tsamaiso ea mecha ea litaba le likarolo tsa methati ea mecha ea litaba metha. 
  • Lefapha la Khoebo - e tsamaisa mocha oohle, DSP ea mananeo feela.
  • Xandr - lihlahisoa li lebisitsoe ka ho pharaletseng ho fana ka liforomo tse ntle ka ho fetisisa tsa lihlopha bakeng sa mecha ea litaba ea mananeo le TV e thehiloeng ho bamameli. 
  • Yahoo! Ad Tech – fana ka phihlello ea phapanyetsano ea marang-rang le thepa ea mecha ea litaba e rekisoang haholo ea k'hamphani ho pholletsa le Yahoo!, Verizon Media, le AOL.

epom, DSP e etelletseng pele, e thehile infographic ena e nang le temohisiso, The Anatomy of Programmatic Advertising:

Setšoantšo sa infographic sa papatso

4 Comments

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      Peter, ke motsoako oa lintlha tsa boits'oaro tse leqepheng la boits'oaro tse hapiloeng ke li-platform tsa batho ba bang, data ea batho ba kantle ho sebaka sa marang-rang le data ea firmagraphic, mela ea sechaba, nalane ea lipatlisiso, nalane ea theko le mohloli ofe kapa ofe o mong. Li-platform tse kholo ka ho fetisisa tsa mananeo hona joale lia hokahana 'me li ka tsebahatsa basebelisi ba marang-rang esita le lisebelisoa tse fapaneng!

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