Kunzwisisa Programmatic Advertising, Maitiro Ayo, uye Iwo Ad Tech Vatungamiriri

Chii chinonzi Programmatic Advertising - Infographic, Vatungamiriri, Acronyms, Technologies

Kwemakumi emakore, kushambadza paInternet kwave kwakasiyana. Vaparidzi vakasarudza kupa avo vega nzvimbo dzekushambadza zvakananga kune vashambadziri kana kuisa ad real estate kumisika yekushambadzira kuti vazvitengere. On Martech Zone, tinoshandisa ad real estate yedu sezvizvi… tichishandisa Google Adsense kuita mari muzvinyorwa nemapeji ane ads anoenderana nekuisa zvinongedzo uye kuratidza ads kune vanobatana navo uye vatsigiri.

Vashambadziri vanoshandiswa kugadzirisa mabhajeti avo, mabheti avo, uye kutsvaga muparidzi akakodzera kuita uye kushambadza. Vaparidzi vaifanira kuedza nekugadzirisa misika yavaida kupinda. Uye, zvichienderana nehukuru hwevateereri vavo, vanogona kana kusatenderwa. Masisitimu akafambira mberi mumakore gumi apfuura, zvakadaro. Sezvo bandwidth, simba rekombuta, uye kugona kwedata kwakavandudzwa zvakanyanya, masisitimu aive nani otomatiki. Vashambadziri vakapinda mumabhidhi uye mabhajeti, kushambadza kwekushambadzira kwakagadzirisa hesita uye kuhwina bhidhi, uye vaparidzi vakaisa maparamita ezvivakwa zvavo.

Chii chinonzi Programmatic Kushambadzira?

izwi Zvirongwa zvemidhiya (Aizivikanwawo kushambadzira kwepurogiramu or programmatic kushambadzira) inobatanidza mhatsa yetekinoroji inogadzirisa kutenga, kuisa, uye optimization yezvigadzirwa zvemidhiya, zvichitsiva nzira dzinoshandiswa nevanhu. Mukuita uku, vanopa uye vanodiwa vanobatana vanoshandisa otomatiki masisitimu nemitemo yebhizinesi kuisa kushambadzira mune zvemagetsi zvakanangwa midhiya heta. Zvinonzi programmatic media chinhu chiri kukurumidza kukura munhau dzepasi rose uye indasitiri yekushambadzira.

Wikipedia

Programmatic Advertising Components

Kune akati wandei mapato anobatanidzwa mukushambadza kwechirongwa:

  • Mushambadzi -Mushambadzi ndiyo mhando inoda kusvika kune chakanangana nevateereri zvichienderana nehunhu, huwandu hwevanhu, kufarira, kana dunhu.
  • mutsikisi -Muparidzi ndiye mutengesi weiyo ad real estate kana mapeji ekuenda anowanikwa uko zvirimo zvinogona kududzirwa uye kushambadza kwakanangwa kunogona kuiswa zvine simba.
  • Supply-Side Platform - The SSP inoratidzira mapeji evabudisi, zvirimo, uye nzvimbo dzezvishambadzo dzinowanikwa pakubhidha.
  • Kudiwa-Side Mapuratifomu - The DSP inoratidzira zviziviso zvevashambadziri, vateereri vanotarisirwa, mabhidhi, uye mabhajeti.
  • Ad Exchange -Kuchinjana kwekushambadzira kunotaurirana uye kuroora kushambadza kune yakakodzera real estate kuti awedzere kudzoka kwemushambadzi pakushandisa ad (ROAS).
  • Real-Nguva-Bidding - RTB ndiyo nzira uye tekinoroji iyo yekushambadza inventory inotemerwa, inotengwa uye inotengeswa pane imwe-yekufungidzira.

Pamusoro pezvo, mapuratifomu aya anowanzo kubatanidzwa kune vashambadziri vakakura:

  • Data Management Platform -Kuwedzera kutsva kune chirongwa chekushambadzira nzvimbo ndiyo DMP, Ipuratifomu inosanganisa data yemushambadzi wekutanga kune vateereri (akaundendi, basa revatengi, CRM, zvichingodaro) uye/kana wechitatu-bato (maitiro, huwandu hwevanhu, geographic) data kuitira kuti ugone kuvanangidzira zvakanyanya.
  • Mutengi Dhata Platform - A CDP inzvimbo yepakati, inoshingirira, yakabatana yevatengi dhatabhesi iyo inowanikwa kune mamwe masisitimu. Dhata inodhonzwa kubva kwakawanda masosi, kucheneswa, uye kusanganiswa kugadzira imwechete mutengi chimiro (inozivikanwawo se360-degree maonero). Iyi data inogona kusanganiswa nehurongwa hwekushambadzira masisitimu kune zvirinani chikamu uye chinangwa chevatengi zvinoenderana nemaitiro avo.

Kushambadzira kwechirongwa kwasvika pazera nekubatanidza kudzidza kwemichina uye hungwaru hwekugadzira (AI) kugadzirisa uye kuongorora zvese zvakarongwa data zvine chekuita nezvakanangwa uye isina kurongeka data inodyidzana neiyo real estate yemuparidzi kuti aone mushambadzi akakwana pane zvakanakisa bhidhi pasina kupindira kwemaoko uye nekumhanya chaiko.

Ndezvipi Zvakanakira zveProgrammatic Advertising?

Kunze kwekuderedzwa kwevashandi vanodiwa kutaurirana nekuisa kushambadzira, kushambadzira kwechirongwa kunobatsirawo nekuti:

  • Inoongorora, inoongorora, inoedza, uye inogadzira yakanangana neiyo data rese.
  • Yakaderedzwa kuyedzwa uye kushambadza tsvina.
  • Kuvandudzwa kwekudzoka pane ad spend.
  • Kugona kuyera ipapo mishandirapamwe zvichienderana nekusvika kana bhajeti.
  • Kunatsiridza kunanga uye optimization.
  • Vaparidzi vanogona kuita mari ipapo ipapo uye vagowana mareti epamusoro ekuita mari pane zvazvino.

Zvirongwa Zvekushambadzira Maitiro

Kune akati wandei maitiro ari kutyaira kaviri-manhamba kukura mukugamuchirwa kwechirongwa chekushambadzira:

  • Privacy -Kuwedzera ad-kuvharira uye yakaderedzwa yechitatu-bato cookie data iri kutyaira hunyanzvi mukubata chaiyo-nguva maitiro evashandisi nevanotemerwa vateereri vari kutsvaga.
  • terevhizheni -Pakudiwa uye kunyangwe echinyakare tambo network vari kuvhura avo ad nzvimbo kune programmatic kushambadzira.
  • Digital Kunze-Kumba - DOOH mabhodhi ezvikwangwani, zviratidziro, uye mamwe masikirini anowanikwa kunze kwemba asi ari kuwanikwa kuvashambadziri kuburikidza nemapuratifomu epadivi.
  • Audio Kunze-Kumba - AOOH ari akabatana odhiyo network ari kunze-kwemba asi ari kuwanikwa kune vashambadziri kuburikidza nezvinodiwa-padivi mapuratifomu.
  • Sravana Sameeralu Serial XNUMXth Audio Ads -Podcasting uye mimhanzi mapuratifomu ari kuita kuti mapuratifomu avo awanikwe kune vashambadziri vechirongwa vane odhiyo ads.
  • Dynamic Creative Optimization - DCO tekinoroji uko kushambadza kunoyedzwa zvine simba nekugadzirwa - kusanganisira mufananidzo, kutumira mameseji, nezvimwewo kuti kunanga zvirinani kumushandisi anozviona uye nehurongwa hwazvinobuditswa.
  • Blockchain -Ipo tekinoroji yechidiki iri komputa zvakanyanya, blockchain inotarisira kuvandudza kuronda uye kuderedza hunyengeri hunoenderana nekushambadzira kwedhijitari.

Ndeapi Mapuratifomu epamusoro ePuratifomu eVashambadziri?

Maererano ne Gartner, mapuratifomu epamusoro muAd Tech ari.

  • Adform FLOW -Inowanikwa muEurope uye yakanangana nemusika weEurope, Adform inopa ese ekutenga-parutivi uye kutengesa-parutivi mhinduro uye ine nhamba huru yekubatanidzwa kwakananga nevaparidzi.
  • Adobe Kushambadzira Cloud - yakanyatsotarisana nekubatanidza DSP uye DMP kushanda nekutsvaga uye zvimwe zvikamu zvemartech stack, kusanganisira yevatengi data platform (CDP), webhu analytics uye yakabatana kushuma. 
  • Kushambadzira kweAmazon - yakatarisana nekupa yakabatana sosi yekubhidha pane yakasarudzika yeAmazon-uye-inoshanda hesiti pamwe neyechitatu-bato rekutanga kuburikidza neyakavhurika shanduko uye yakananga hukama hwemuparidzi. 
  • amobee - yakatarisana zvakanyanya pakushambadzira kushambadzira paTV, dhijitari uye magariro chiteshi, ichipa yakabatanidzwa kuwana kune mutsara uye yekutepfenyura TV, inventory uye chaiyo-nguva programmatic bidha misika.
  • Basic Technologies (yaimbova Centro) - Chigadzirwa cheDSP chakatarisana zvakanyanya pakuronga midhiya uye mashandiro ekuita mumatanho uye marudzi ezvibvumirano.
  • Criteo -Criteo Advertising inoramba ichitarisa pakushambadzira kwekuita uye kudzoreredza, uku ichidzika yakazara-funnel mhinduro kune vatengesi nevezvenhau vezvekutengesa kuburikidza nekubatanidzwa padivi rekutenga nekutengesa. 
  • Google Display & Vhidhiyo 360 (DV360) - chigadzirwa ichi chakanyanya kutariswa pamatanho edhijitari uye chinopa mukana wakasarudzika wechirongwa kune zvimwe zvivakwa zveGoogle-uye-zvinofambiswa (semuenzaniso, YouTube). DV360 chikamu cheGoogle Marketing Platform.
  • MediaMath - zvigadzirwa zvinotariswa zvakanyanya pane programmatic midhiya mumatanho uye mafomati.
  • Mediaother -Kukura-ne-kuwanikwa kwechigadzirwa portfolio inotambanudzira kuronga midhiya, manejimendi manejimendi uye zvikamu zvekuyera midhiya. 
  • Iyo Yekutengeserana Dhesiki - inoshandisa omnichannel, purogiramu-chete DSP.
  • Xandr - zvigadzirwa zvakanangana nekupa zvakanakisa-mu-kirasi mapuratifomu echirongwa midhiya uye vateereri-yakavakirwa TV. 
  • Yahoo! Ad Tech - ipa mukana wekuvhura kuchinjisa webhu uye midziyo yekambani inotengeswa zvakanyanya ine midhiya muYahoo!, Verizon Media, uye AOL.

epom, DSP inotungamira, yakagadzira iyi inonzwisisika infographic, Iyo Anatomy yeProgrammatic Advertising:

programmatic advertising infographic diagram

2 Comments

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      Peter, musanganiswa wepa-peji maitiro edhata yakatorwa neyechitatu-bato mapuratifomu, off-saiti demographic uye firmagraphic data, mitsetse yemagariro, nhoroondo yekutsvaga, nhoroondo yekutenga uye chero imwe sosi. Iwo makuru emapuratifomu mapuratifomu zvino anobatana uye anogona kuona vashandisi kuyambuka-saiti uye kunyange kuyambuka-mudziyo!

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