Nei Maonero Ekutarisa Akakosha Kune Vashambadziri Kufamba neCookie-Pasina Remangwana

Contextual Kushambadzira

Tiri kurarama mukushanduka kweparadigm yepasirese, uko kunetsekana nezvevamwe, pamwe nekuparara kwecokie, kuri kuisa kumanikidza kune vashambadziri kuti vaendese mishandirapamwe yakasarudzika uye yekunzwira tsitsi, munzvimbo dzakachengeteka. Kunyangwe izvi zvichipa matambudziko mazhinji, zvakare inopa mikana mizhinji yevatengesi kuti vavhure mamwe maratidziro akanangana nemamiriro ezvinhu.

Kugadzirira KweKuki-Pasina Ramangwana

Mutengi arikuwedzera zvakavanzika anoramba iko kwechitatu-bato kuki, negwaro ra2018 rinoburitsa 64% yemakuki anorambwa, kungava nemaoko kana nead blocker - uye izvi zvaive pamberi pemutemo mutsva wepachivande uchiitwa. Pamusoro peizvi, 46% yemafoni izvozvi anoramba akatenderedza 79% yemakuki, uye macookie-based metric anowanzo kuwandisa kusvika ne30-70%. 

Na2022, Google ichaburitsa cookie yechitatu, chimwe chinhu Firefox neSafari vatowana. Yakapihwa Chrome maakaunzi e zvinopfuura makumi matanhatu muzana zvewebhu browser, ichi chiito chikuru chevashambadziri nevashambadzi, kunyanya avo vanoshandisa programmatic. Aya mabhurawuza acharamba achibvumidza kekutanga-bato makuki - zvirinani izvozvi - asi izvo zviri pachena ndeyekuti cookie haichagone kuvimbwa nayo zvakanyanya kuti vazivise hunhu hwekutarisa. 

Chii chinonzi Chirevo Chekuita?

Zvekurerekera kunongedzera inzira yekunangisa vateereri vanokodzera vachishandisa mazwi akakosha uye nemisoro yakatorwa kubva mune zvemukati zvakapotera kushambadzira, izvo hazvidi cookie kana chimwe chiziviso.

Zvezvinoitika Targeting Inoshanda Munzira Inotevera

  • Zvemukati zvakapoterera kushambadzira kwekushambadzira pane peji rewebhu, kana zvechokwadi zvimiro uye madingindira aripo mukati mevhidhiyo, anotorwa uye anoendeswa kune injini yekuziva. 
  • Injini inoshandisa Shanduro kuongorora zvirimo zvichibva pambiru nhatu, 'chengetedzo, kukodzera uye kukosha' uye mamiriro azvinogadzirwa. 
  • Mimwe mhinduro dzepamberi dzinogona kukanda mune yekuwedzera chaiyo-nguva data zvine chekuita nemamiriro evaoni munguva kushambadza kunoonekwa uye kwakapfava, senge kana mamiriro ekunze ari kupisa kana kutonhora, masikati kana husiku, kana iri nguva yekudya kwemasikati.
  • Kupfuurirazve, pachinzvimbo checokie-based masaini, inoshandisa imwe chaiyo-nguva mamiriro-akanangana nemasaini, senge kuswedera kwemunhu padanho rekufarira, vari kumba, kana vari kuenda, nezvimwe.
  • kana kukodzera mamaki inodarika chikumbaridzo chevatengi, iyo Demand Side Platform (DSP) inonyeverwa kuti ienderere nekutenga midhiya.

Yepamberi mamiriro ekutarisisa anoongorora zvinyorwa, odhiyo, vhidhiyo, uye mifananidzo kugadzira zvimiro zvekutarisa zvinoenderana zvinoenderana nezvinodiwa nemushambadzi, kuti kushambadza kuonekwe munzvimbo yakakodzera uye yakakodzera. Saka semuenzaniso, chinyorwa chenhau nezveAustralia Open chingaratidza Serena Williams akapfeka rutsigiro rweshamwari yetiketi yeNike, uyezve shambadziro yeshangu dzemitambo inogona kuoneka mukati memamiriro akakodzera. Muchiitiko ichi, nharaunda inoenderana nechigadzirwa. 

Kunongedzwa kwakanaka kwemamiriro ezvinhu zvakare kunoona kuti mamiriro ezvinhu haabatanidzwe zvakashata nechigadzirwa, saka kune uyu muenzaniso uri pamusoro, zvaizovimbisa kuti kushambadza hakuonekwe kana chinyorwa chisina kunaka, nhau dzekunyepedzera, dzaive nesarudzo yezvematongerwo enyika kana kusanzwisiswa. Semuenzaniso, kushambadzira kwetenisi shangu kwaisazooneka kana chinyorwa chiri chekuti zvakaipa sei tenesi shangu dzinokonzeresa marwadzo. 

Kunyanya Kubudirira Pane Kupfuura Yechitatu-Bato Cookies?

Contextual kunongedza kwave kuchiratidzwa kuve kunoshanda kupfuura kunongedza uchishandisa wechitatu-bato makuki. Muchokwadi, zvimwe zvidzidzo zvinoratidza kutarisana nemamiriro ezvinhu kunogona wedzera kutenga chinangwa ne63%, maringe nevateereri kana chiteshi chikamu chakanangwa

Zvidzidzo zvakafanana zvakawanikwa 73% yevatengi vanonzwa maratidziro ane hukama yakazadzisa zvirimo zvese kana ruzivo rwevhidhiyo. Uyezve, vatengi vakanangwa padanho remamiriro vaive 83% vangangodaro vanokurudzira chigadzirwa mune yekushambadzira, pane iyo yakanangwa kune vateereri kana chiteshi chikamu.

Pakazara mhando kutsigira kwaive 40% yakakwira kune vatengi yakanangwa padanho remamiriro, uye vatengi vakashambadzira mameseji eshambadziro vakashumwa kuti vaizobhadhara yakawanda yechiratidzo. Chekupedzisira, kushambadza kwakanangana nemamiriro ezvinhu kwakabvumidzwa 43% mamwe emitambo yekubatana.

Izvi zvinodaro nekuti kusvika kune vatengi mune yakanaka pfungwa mune chaiyo nguva kunoita kuti kushambadzira kutaridzike zviri nani, uye nekudaro kunovandudza chinangwa chekutenga zvakanyanya kupfuura kushambadzira zvisina basa zvinotevera vatengi vakatenderedza internet.

Izvi hazvitomboshamisi. Vatengi vanoputirwa nekutengesa uye kushambadza zuva nezuva, vachigamuchira zviuru zvemameseji zuva nezuva. Izvi zvinoda kuti vagone kusefa mameseji asina basa nekukurumidza, saka chete mameseji akakodzera anowana kuburikidza nekumwe kuongorora. Tinogona kuona izvi zvinoshungurudza mutengi pane iyo bombardment inoratidzirwa mukuwedzera kwekushandisa kweanodzivirira blocker. Vatengi, zvisinei, vanogamuchira mameseji anoenderana nemamiriro avo azvino, uye kutariswa kwemamiriro ezvinhu kunowedzera mukana wekuti meseji inoenderana navo munguva. 

Kuenderera kumberi, kunongedzera mamiriro kuchabvumidza vashambadziri kuti vadzokere kune izvo zvavanofanirwa kunge vachiita - kuumba chaiko, kwechokwadi uye kunzwira tsitsi kubatana nevatengi munzvimbo chaiyo uye panguva yakakodzera. Sezvo kushambadzira kuchidzoka 'kumberi kune ramangwana', kutarisisa kwemamiriro ezvinhu ichave iri njere uye yakachengeteka nzira kumberi yekutyaira zvirinani, zvine musoro kushambadzira mameseji pachiyero.

Verenga zvimwe nezve kutarisisa kuri mune edu akachena mapepa:

Dhawunirodha iyo Contextual Targeting Whitepaper

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