Maitiro Ekuti Vaparidzi Vanogona Kugadzirira Iyo Teki Stack Kuti Vasvika Kune Anowedzera Akaparadzaniswa Vateereri

Kushambadzira kune Vakaparadzaniswa Vateereri

2021 ichaigadzira kana kuipaza kune vaparidzi. Gore rinouya rinowedzera zvakapetwa kune varidzi venhau, uye vatambi vane ruzivo ndivo chete vacharamba vakamira. Dhijitari kushambadzira sezvatinoziva kuti kuri kusvika kumagumo. Tiri kuenda kumusika wakakamurwa zvakanyanya, uye vaparidzi vanofanirwa kufungisisa nzvimbo yavo mune ino ecosystem.

Vaparidzi vachatarisana nematambudziko akakomba nekuita, kuzivikanwa kwevashandisi, uye kuchengetedzwa kwe data rako. Kuti vararame, vanofanirwa kunge vari pamucheto wetekinoroji. Kupfuurirazve, ini ndichavhuna izvo zvakakosha izvo 2021 zvichaisa kune vaparidzi uye kutsanangura matekinoroji anogona kuzvigadzirisa. 

Zvinetso Kune Vaparidzi

2020 yakazove dutu rakakwana kune iyo indasitiri, sezvo vaparidzi vakatsungirira kumanikidzwa kwakapetwa kubva kuhupfumi hwehupfumi uye zvishoma nezvishoma kubviswa kwemaAd ID. Kuteedzera kwemutemo kudzivirirwa kwedata rako pachako uye kupedza mabhajeti ekushambadzira kunogadzira nharaunda nyowani uko kushambadzira kwedigital kunofanirwa kuchinjika kumatambudziko matatu makuru.

Corona Dambudziko

Wokutanga muedzo mukuru wevaparidzi kuderera kwehupfumi kunokonzerwa neCOVID-19. Vashambadziri vari kumbomira, vachidzora yavo mishandirapamwe, uye kugovera zvakare mabhajeti kune akawanda anodhura-chiteshi. 

Nguva dzakashata dziri kuuya kune midhiya inotsigirwa neshambadziro. Sekureva kweIAB, iyo corona dambudziko yaendesa kukura kukuru mukushandiswa kwemashoko, asi vaparidzi havagone kuzviita mari (vaparidzi venhau vari kaviri sezvingabvira kurohwa nevatengi vezvenhau vs. vamwe). 

Buzzfeed, vhidhiyo midhiya yaive ichisangana nemaviri-manhamba emari kukura pamusoro pemakore mashoma apfuura, nguva pfupi yadarika yakagadzirisa kuderedzwa kwevashandi padivi peimwe nhau yedhijitari yekutsikisa mbiru dzakadai saVox, Vice, Quartz, Iyo Economist, nezvimwe. Kunyange vaparidzi vepasirese vakasangana nekusimba panguva yedambudziko, nhepfenyuro zhinji dzemuno nedunhu dzakabuda mubhizinesi. 

kuzivikanzwa zvauri 

Imwe yematambudziko makuru kune vaparidzi mugore rinouya ichave yekugadza mushandisi kuzivikanwa. Nekubviswa kwema3 bato makuki neGoogle, kutariswa pamatanho ewebhu kunenge kuchidzikira. Izvi zvinokanganisa vateereri kunongedzera, kumakisheni, frequency cap, uye kuwanda-kubata chiratidzo.

Iyo yekushambadzira yedhijitari ecosystem iri kurasikirwa neyakajairika maID, ayo nenzira isingazungunuke anotungamira kune yakawanda yakakamukana nzvimbo. Iyo indasitiri yakatopa dzimwe nzira dzinoverengeka dzekutarisa kwekutonga, zvichibva pakuongorora kushanda kwechikwata, senge Google Yakavanzika Sandbox, uye Apple's SKAd Network. Nekudaro, kunyangwe mhinduro yepamusoro-soro yerudzi irworwo haizotungamira kudzoka kubhizimusi senguva dzose. Chaizvoizvo, tiri kuenda kune imwe isingazivikanwe webhu. 

Iyi inzvimbo nyowani, apo vashambadziri vachanetseka kuti vasashandise mari yakawandisa maererano nekukanganisa kubata, kusvika kune vatengi neshoko risiri iro, uye kunangidzira zvakanyanya zvakadaro. Zvinotora nguva kugadzira nzira nyowani dzekushandisa kwevashandisi uye zvinoda maturusi matsva uye ekumisikidza mamodheru kuti aongorore kushanda pasina kuvimba nevashandisi ekushambadza maID. 

Privacy 

Kuwedzera kwemitemo yekuvanzika, senge yeEurope General Data Protection Regulation (GDPR) uye California Consumer Yakavanzika Mutemo we2018, zvinoita kuti zvinyanye kuomarara uye kugadzirisa kushambadza kwevashandisi maitiro epamhepo. 

Mitemo iyoyo inotarisa pane data remushandisi ichatsanangura shanduko dziri kuuya mu tech stack uye maratidziro e data emhando. Aya marongero echimiro anokanganisa iwo aripo mamodheru ekuteedzera maitiro emushandisi asi anovhura masuo evaparidzi kuti vaunganidze data revashandisi nemvumo yavo. 

Chiyero cheiyo data chinogona kuderera, asi mutemo unowedzera iwo mhando yedata iripo mukufamba kwenguva. Vaparidzi vanofanirwa kushandisa yasara nguva yekuvaka mamodheru ekubatana kwakanaka nevateereri. Zvemukati murau zvinofanirwa kunge zvichienderana neyeye muparidzi tech staki uye nzira dzekutonga kwedata. Iko hakuna imwechete-saizi-inokodzera-mhinduro yese nekuti pane akasiyana zvakavanzika mirau mumisika dzakasiyana. 

Vaparidzi Vangaite Sei Kuti Vabudirire Munyika Nyowani?

Data Management

Mumusika mutsva wakakamurwa, data revashandisi ndiyo chinhu chakakosha kwazvo kune vanoshambadzira. Inopa mabhenji kunzwisiswa kwevatengi, zvavanofarira, kutenga zvavanoda, uye hunhu pane ese anobata aine iyo brand. Nekudaro, iyo ichangoburwa yekuvanzika mutemo uye iri kuuya chikamu-kunze kweyekushambadza maID ari kuita kuti iyi pfuma ishamisike zvisingaite. 

Mumwe wemikana mikuru kune vaparidzi nhasi ndeyokukamura yavo yekutanga bato dhata, kuimisikidza mumasisitimu ekunze, kana kuipa kune vanoshambadzira kuti vataridze zvakanyanya pane yavo yekuverenga. 

Vapepeti veSavvy vari kushandisa muchina kudzidza algorithms kuti vanzwisise zvirimo mashandisirwo zvirinani uye kuumbiridza yekutanga-bato maitiro maitiro, ayo angave ari echokwadi mashandiro-anofambiswa kune imwe chaiyo brand. Semuenzaniso, webhusaiti yekuongorora mota inogona kuunganidza zvikamu zvevane makumi matatu kusvika makumi mana vevashandi vepakati-mari; musika wekutanga wekutanga sedan. Magazini yemafashoni inogona kuunganidza vateereri vevanhu vane mari yepamusoro-soro yezvipfeko zvepamusoro zvipfeko zvinotarisana. 

Zvirongwa 

Mawebhusaiti emazuva ano, mapuratifomu, uye maapplication anowanzove nevateereri vepasirese, izvo zvisingawanzo kuitwa mari zvizere kuburikidza nemadhiri akanangana. Zvirongwa zvinogona kununura kudiwa kwepasirese kuburikidza neoRTB uye nedzimwe nzira dzekutenga dzakarongeka nemutengo-wakatarwa pamutengo wekuratidzira. 

Munguva pfupi yapfuura Buzzfeed, iyo yaimbove ichimanikidza kusangana kwayo, akadzokera kuchirongwa migero yekutengesa kwavo kushambadzira. Vaparidzi vanoda mhinduro ichavatendera kudzora vadiwa vavanoshandira zvinonzwisisika, kuongorora zvakanakisa uye zvakaipisisa kuisirwa kushambadza, uye kuyera mitengo yemabhidha. 

Nokusanganisa uye kuenzanisa vakaroorana vakasiyana, vaparidzi vanogona kuwana iwo mutengo wakanakisa wepasuru yavo yekuisa pamwe neyakawandisa traffic. Kubhadharisa musoro ndiyo tekinoroji yakakwana yeiyo, uye nekumisikidza kushoma, vaparidzi vanogona panguva imwe chete kubvuma akawanda mabidi kubva akasiyana mapuratifomu ekuda. Kubhadharisa musoro ndiyo tekinoroji yakakwana yeiyo, uye nekumisikidza kushoma, vaparidzi vanogona panguva imwe chete kugamuchira akawanda mabidi kubva kwakasiyana kudiwa mapuratifomu. 

Vhidhiyo Ads

Midhiya-inotsigirwa nhepfenyuro inoda kuyedza mafomati anozivikanwa ekushambadza kuti ikwanise kubhadhara kurasikirwa kwakamisikidzwa kwemashambadziro. 

Muna 2021, kushambadzira zvinokosheswa zvinowedzera zvakanyanya mukushambadzira kwevhidhiyo.

Vatengi vemazuva ano vanopedza kusvika 7 maawa kutarisa mavhidhiyo edhijitari vhiki rega rega. Vhidhiyo ndiyo mhando inobata kwazvo yezvinyorwa. Vataridzi vanobata 95% yemeseji kana uchiona muvhidhiyo uchienzaniswa ne10% kana uchiiverenga.

Sekureva kweshumo weIAB, dzinenge mbiri-muzvitatu emabhajeti edhijitari anogoverwa kushambadziro yevhidhiyo, zvese zviri zviviri panharembozha nedesktop. Mavhidhiyo anogadzira fungidziro inogara inokonzeresa mukutendeuka nekutengesa. Kuti uwane zvakanyanyisa kubva mumutambo wechirongwa, vaparidzi vanoda kugona kuratidza kushambadzira kwevhidhiyo, izvo zvinoenderana nemapuratifomu makuru ekuda. 

Tech Stack Yekukura Kukamukana 

Munguva dzino dzinonetsa, vaparidzi vanofanirwa kushandisa zvakazara nzira dzese dzinowanikwa dzemari. Mhinduro dzinoverengeka dzetekinoroji dzinobvumidza vaparidzi kuvhura mikana isingashandiswi uye kuwedzera maCPM. 

Technologies yekumisikidza yekutanga-bato dhata, vachishandisa nzira dzazvino dzechirongwa, uye kuendesa mune-inoda mafomati ekushambadzira ndiwo chikamu cheinofanirwa-kuve yeiyo 2021 tech stack yeva digital digital.

Kazhinji, vaparidzi vanounganidza yavo tech stack kubva kune akasiyana zvigadzirwa izvo zvisina kubatana zvakanaka pakati pavo. Iyo yazvino maitiro ekutsikisa edhijitari ari kushandisa imwechete chikuva iyo inozadza zvese zvinodikanwa, uko zvese zvinoshanda zvinomhanya zvakanaka mukati meyunifomu system. Ngatitarisei kuti ndeapi ma module anofanirwa-ane eakaunganidzwa tech teki yemidhiya. 

Ad Server 

Chokutanga uye chakakosha, tekinoroji yemuparidzi inofanirwa kuve neayo ad server. Iyo chaiyo ad server ndiyo inotarisirwa kuti ubudirire pakuita mari. Inofanirwa kuve nehunhu hwekugadzirisa macampaign ekushambadzira uye kuverenga. Seva yekushambadzira inobvumidza kuseta mayuniti ekushambadzira uye kutaridzazve mapoka uye nekupa chaiyo-nguva manhamba pane ekushambadzira mashandiro. Kuti uve nechokwadi chekuzadza chiyero, vashambadzi maseva vanofanirwa kutsigira ese aripo mafomu ekushambadzira, senge kuratidzwa, vhidhiyo, nharembozha, uye zvakapfuma midhiya. 

Data Management Platform (DMP)

Kubva pamaonero ehunyanzvi - chinhu chakakosha kwazvo kune vezvenhau muna 2021 manejimendi rekushandisa data. Unganidzo, analytics, segmentation, uye kumisikidza kwevateereri kunofanirwa-kuve nemabasa nhasi. 

Kana vaparidzi vachishandisa DMP, ivo vanokwanisa kupa mamwe madhata edhisheni kune vanoshambadzira, vachiwedzera mhando uye CPM yezvakaratidzwa. Dhata ndiyo goridhe nyowani, uye vaparidzi vanogona kuipa kuti inongedze yavo yavo yekuverenga, kuyera zvimiro zvepamusoro, kana kuzviita mumasisitimu ekunze uye kuita mari pane data-kuchinjana. 

Kubviswa kwemaID ekushambadzira kuchakwidziridza kudiwa kweiyo yekutanga bato dhata, uye DMP ndicho chinhu chakakosha chinodiwa kutora nekugadzirisa dhata remushandisi, kumisikidza madziva edata, kana kuendesa ruzivo kune vanoshambadzira kuburikidza nemagirafu ekushandisa. 

Musoro Kubhidha Solution 

Kubhadharisa musoro ndeye tekinoroji inobvisa iyo asymmetry ine ruzivo pakati pevashambadziri nevaparidzi maererano nehuremu hwemotokari. Kubhadharisa musoro kunobvumidza mapato ese kuti awane mutengo wakaringana-wekuda kwenzvimbo dzezvishambadziro. Iyi okisheni uko maDSP ane mukana wakaenzana wekubhidha, kusiyana nekudonha uye oRTB, kwavanopinda mukisheni vachichinjana. 

Kuita kuzadza kwemusoro wemusoro kunoda zviwanikwa zvekuvandudza, ruzivo rwevashambadziro vanozoisa zvinhu zvemutsetse muGoogle Ad Manager uye chibvumirano kusaina nevatengesi. Gadzirira: kumisikidza chiito chekubhidha musoro kunoda timu yakazvipira, nguva, uye nesimba, izvo dzimwe nguva zvakawandisa kunyangwe kune vaparidzi vakuru. 

Vhidhiyo Uye Audio Players

Kutanga kushambadzira vhidhiyo kushambadzira, shambadziro fomati ine epamusoro eCPMs, vaparidzi vanofanirwa kuita rimwe basa rechikoro. Vhidhiyo kushambadza yakanyanya kuomarara pane kuratidza uye iwe unofanirwa kuverengera kune akati wandei matekiniki maficha. Chekutanga pane zvese, iwe unofanirwa kutsvaga yakakodzera vhidhiyo inoridza inoenderana nemusoro wekuputira wesarudzo yako. Mafomu ekushambadzira eodhiyo ari kuwedzerawo, uye kuendesa vatambi venzwi pawebhu-peji rako kunogona kuunza zvimwe zvinodiwa kubva kune vanoshambadzira 

Kana iwe uine rumwe ruzivo rweJavaScript, unogona kugadzirisa vatambi vako uye nekuisanganisa neyemusoro yakaputira. Zvikasadaro, iwe unogona kushandisa zvakagadzirirwa-zvakagadziriswa mhinduro, vatambi vemuno vanobatana zviri nyore nemapurogiramu epuratifomu.

Kubata Management Platform (CMP)

CMP inodikanwa yekutarisira zvirongwa zvehurongwa hweakasiyana mapuratifomu uye mafomati ekushambadzira. CMP inojekesa ese manejimendi manejimendi manejimendi. Inofanirwa kuve neiyo yekugadzira studio, chishandiso chekugadzirisa, kugadzirisa uye kugadzira akapfuma mabhendi kubva pakutanga pamwe nematemplate. Imwe yeanofanirwa-kuve neCMP ndeye mashandiro ekugadzirisa zvakasarudzika zvisikwa zvekushambadzira zvinoshanda pamapuratifomu akasiyana uye kutsigirwa kwesimba rekugadzira optimization (DCO). Uye, hongu, yakanaka CMP inofanirwa kupa raibhurari yemashambadziro mafomati anoenderana neakakura maDSP uye analytics pane yekugadzira kuita mune chaiyo-nguva. 

Pakazara, vaparidzi vanofanirwa kuhaya CMP iyo inobatsira nekukurumidza kugadzira uye kuendesa mukati-inoda mafomati ekugadzira pasina zvigadziriso zvisingagumi, uku uchizogadzirisa nekutarisa pachiyero.

To Sum It Up

Kune akawanda ezvivakwa zvekubudirira kweadhijitari midhiya. Zvinosanganisira kugona kwekushambadzira kushambadzira kwemhando dzakakurumbira dzezvishambadziro, pamwe nehurongwa hwekugadzirisa kuti ubatanidzwe pamwe nevakuru vekudyidzana. Izvi zvinhu zvinofanirwa kushanda pamwechete zvisina musono, uye zvine musoro zvinofanirwa kuve chikamu cheyakaunganidzwa tech teki. 

Kana iwe ukasarudza chakabatana tech stack pane kuti uiunganidze kubva kuma module evanopa akasiyana, iwe unogona kuve nechivimbo chekuti zvisikwa zvichaendeswa pasina latency, yakashata mushandisi ruzivo, uye yakakwira ad server server mutsauko. 

Iyo chaiyo tech stack inoda kuve neanoshanda ekushandira vhidhiyo uye odhiyo kushambadzira, manejimendi manejimendi, musoro webhidha, uye yekugadzira manejimendi chikuva. Iwo ndiwo anofanirwa-kuve nawo paunenge uchisarudza mupi, uye haufanire kugadzirisa chero zvishoma.

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