Indlela abapapashi abangayilungiselela ngayo iTekhnoloji yeTekhnoloji yokufikelela kubaphulaphuli abaSanda ngokwanda

Intengiso kuBaphulaphuli abangamaQhekeza

I-2021 iya kuyenza okanye iyaphulele abapapashi. Unyaka ozayo uyakuphindaphinda uxinzelelo kubanini beendaba, kwaye ngabona badlali banobuchule abaza kuhlala bethe nca. Intengiso yedijithali njengoko sisazi ukuba iza kuphela. Sifudukela kwindawo yentengiso eqhekeke ngakumbi, kwaye abapapashi kufuneka baphinde bacinge ngendawo yabo kule ecosystem.

Abapapashi baya kujongana nemiceli mngeni ebalulekileyo ekusebenzeni, isazisi somsebenzisi, kunye nokukhuselwa kwedatha yobuqu. Ukuze baphile, kuya kufuneka babe kumda wetekhnoloji. Ngapha koko, ndiza kuyilahla imiba ephambili eya kubekwa kubapapashi kunye nokuchaza ubuchwepheshe obunokuzisombulula. 

Imiceli mngeni kubaPapashi

U-2020 wajika waba sisiqhwithi esifanelekileyo kolu shishino, njengoko abapapashi banyamezele uxinzelelo oluphindwe kabini ngokwehla kwezoqoqosho kunye nokupheliswa ngokuthe ngcembe kwee-ID zentengiso. Ukunyanzeliswa komthetho kukhuseleko lwedatha kunye nokuphelisa uhlahlo-lwabiwo mali lwenza imeko entsha ngokupheleleyo apho ukupapashwa kwedijithali kufuneka kulungelelanise imiceli mngeni emithathu ephambili.

Ingxaki yeCorona

Uvavanyo lokuqala olukhulu lwabapapashi kukudodobala kwezoqoqosho okubangelwa yi-COVID-19. Abathengisi bayanqumama, bayamisa amaphulo abo, kwaye babela ulwabiwo mali kwiindlela ezinamaxabiso aphezulu. 

Amaxesha obushushu ayafika kwimithombo yeendaba exhaswa ziintengiso. Ngokwe-IAB, ingxaki yecorona iqhube ukukhula okukhulu ekusetyenzisweni kweendaba, kodwa abapapashi abanakho ukwenza imali ngazo (abapapashi beendaba kuphindwe kabini ukubanjwa ngamakhasimende ngabathengi beendaba ngokuchasene nabanye). 

I-Buzzfeed, imithombo yeendaba yentsholongwane eyayifumana ukukhula kwengeniso enamanani aphindwe kabini kule minyaka imbalwa idlulileyo, kutshanje ukumiliselwa kwabasebenzi ecaleni kwezinye iintsika zokupapashwa kweendaba ezidijithali ezinje ngeVox, iVice, iQuartz, iEzoqoqosho, njlnjl. 

isazisi 

Omnye wemiceli mngeni omkhulu kubapapashi kulo nyaka uzayo iya kuba kukumisela umsebenzisi. Ukupheliswa kweicookies zecandelo lesithathu nguGoogle, ukubhekiswa kuzo zonke iindlela zewebhu kuya kuphela. Oku kuyakuchaphazela ukujolisa kwabaphulaphuli, ukumaketha kwakhona, ikephu yokuhambahamba, kunye neempawu ezininzi zokuchukumisa.

Inkqubo yentengiso yedijithali yendalo ilahlekelwa zii-ID eziqhelekileyo, eziya kuthi zikhokelele kubume bendawo obuqhekeke ngakumbi. Umzi mveliso sele ubonelele ngeendlela ezininzi zokulandela umkhondo, ngokusekwe kuvavanyo lwentsebenzo yeqela, njengeGoogle Sandbox yabucala, kunye neApple ye-SKAd Network. Nangona kunjalo, esona sisombululo siphezulu solu hlobo asizukukhokelela ekubuyiseleni kwishishini njengesiqhelo. Ngokusisiseko, sihambela kwiwebhu engaziwayo. 

Ngumhlaba omtsha, apho abathengisi bazokuzabalaza ukunqanda inkcitho engaphezulu ngokwempazamo, ukufikelela kubathengi ngomyalezo ongalunganga, kunye nokujolisa kubanzi njalo njalo. Kuya kuthatha ixesha ukuyila iindlela ezintsha zokufumana umsebenzisi kwaye kuya kufuna izixhobo ezitsha kunye Iimodeli zeempawu zokuvavanya ukusebenza ngokungaxhomekeki kwii-ID zentengiso yomsebenzisi. 

Ukuba bucala 

Ukunyuka komthetho wabucala, njengeYurophu Umgaqo-nkqubo woKhuseleko loLwazi jikelele (GDPR) kwaye i Umthetho wabucala wabathengi waseCalifornia ka-2018, yenza kube nzima ngakumbi ukujolisa kunye nokwenza intengiso kubasebenzisi 'kwihambo ekwi-intanethi. 

Ezo zowiso-mthetho ezijolise kwidatha yomsebenzisi ziya kuchaza utshintsho oluzayo kwisitaki sobuchwephesha kunye neendlela zedatha yeempawu. Le nkqubo-sikhokelo yemithetho iphazamisa iimodeli ezikhoyo zokulandela umkhondo womsebenzisi kodwa ivula iminyango yabapapashi yokuqokelela idatha yabasebenzisi ngemvume yabo. 

Isikali sedatha sinokuhla, kodwa umgaqo-nkqubo uya kunyusa umgangatho wedatha ekhoyo ekuhambeni kwexesha. Abapapashi kufuneka basebenzise ixesha eliseleyo ukwenza iimodeli zokunxibelelana ngokufanelekileyo nabaphulaphuli. Umgaqo wabucala kufuneka uhambelane nesitaki sompapashi kunye neendlela zolawulo lwedatha. Akukho sisombululo silingana nesayizi enye kuba kukho imigaqo eyahlukeneyo yemfihlo kwiimarike ezahlukeneyo. 

Bangaphumelela njani abapapashi kwiNew Landscape?

Ulawulo lweenkcukacha

Kwimarike entsha eqhekeziweyo, idatha yabasebenzisi yeyona nto ibaluleke kakhulu kubathengisi. Inika uphawu ukuqondwa kwabathengi, umdla wabo, ukuthenga izinto abazithandayo, kunye nokuziphatha kuyo yonke indawo yokuthinta uphawu. Nangona kunjalo, umthetho wabucala wakutshanje kunye nenqanaba lokuphuma kwee-ID zentengiso zenza le asethi inqabile ngokumangalisayo. 

Elinye lawona mathuba makhulu abapapashi namhlanje kukwahlula idatha yeqela labo, bayisebenzise kwiinkqubo zangaphandle, okanye bayinike abathengisi ngokujolisa ngqo kuluhlu lwabo. 

Abapapashi beSavvy basebenzisa ubuchule bokufunda ngomatshini ukuqonda ukusetyenziswa komxholo ngcono kunye nokuqulunqa iiprofayili zokuziphatha zomntu wokuqala, ezinokuthi ziqhutywa ngokwenyani zohlobo oluthile lwentengiso. Umzekelo, iwebhusayithi yokuphonononga imoto inokuqokelela amacandelo ama-30 ukuya kwengama-40 abanemivuzo ephakathi; eyona ntengiso iphambili yokwazisa ngokusingise. Imagazini yefashoni inokuqokelela abaphulaphuli babantu ababhinqileyo abanengeniso ephezulu kwizinto zeempahla zodidi ezijolise kuzo. 

Inkqubo 

Iiwebhusayithi zala maxesha, amaqonga, kunye neeapps zihlala zinabaphulaphuli bamanye amazwe, ekunqabileyo ukuba kwenziwe imali ngokuziphatha ngokuthe ngqo. Inkqubo inokuhambisa imfuno yehlabathi nge-oRTB kunye nezinye iindlela zokuthenga zenkqubo ngexabiso elisekwe kwimarike yokubonisa. 

Kutshanje iBuzzfeed, ebikade inyanzela ukuhlanganiswa kwayo, ubuyele kwinkqubo amajelo okuthengisa ukubekwa kwabo kwintengiso. Abapapashi badinga isisombululo esiya kubavumela ukuba balawule amaqabane kwiimfuno ngokuguquguqukayo, bahlalutye ezona ndawo zibalaseleyo nezona zisebenza kakubi, kwaye bavavanye amaxabiso ebhidi. 

Ngokudibanisa nokudibanisa amaqabane ahlukeneyo, abapapashi banokufumana elona xabiso libalaseleyo ngokubekwa kwepremiyamu kunye nokugcwala kwentsalela. Ukubhida ngentloko yitekhnoloji efanelekileyo, kwaye ngoseto oluncinci, abapapashi banokuwamkela ngaxeshanye amabhidi amaninzi kumaqonga eemfuno ezahlukeneyo. Ukubhida ngentloko Itekhnoloji egqibeleleyo yayo, kwaye ngoseto oluncinci, abapapashi banako ngaxeshanye ukwamkela iibhidi ezininzi kumaqonga eemfuno ezahlukeneyo. 

Iintengiso zeVidiyo

Imithombo yeendaba exhaswa ziintengiso kufuneka izame iifomati zentengiso ezithandwayo ukubuyekeza ilahleko yengeniso yemikhankaso yentengiso. 

Kwi-2021, izinto eziphambili ngokubhengeza ziya kutsalela ngakumbi nangakumbi kwintengiso yevidiyo.

Abathengi banamhlanje bachitha ukuya kuthi ga iiyure 7 ukubukela iividiyo ezidijithali veki nganye. Ividiyo lolona hlobo lomxholo lubandakanyekayo. Ababukeli bayayiqonda 95% yomyalezo xa uwubukele kwividiyo xa kuthelekiswa ne-10% xa ufunda.

Ngokwengxelo ye-IAB, phantse isibini kwisithathu sebhajethi yedijithali yabelwe intengiso yevidiyo, kokubini kwiselfowuni nakwidesktop. Iividiyo zivelisa umbono ongapheliyo okhokelela kuguquko nakwintengiso. Ukufumana okuninzi kumdlalo weprogram, abapapashi bafuna amandla okubonisa iintengiso zevidiyo, eziya kuhambelana namaqonga amakhulu emfuno. 

Iteki yeTekhnoloji yokuKhula koQhekeko 

Kula maxesha aneziphithiphithi, abapapashi kufuneka benze konke okusemandleni kuzo zonke iindlela zokufumana imali. Izisombululo ezininzi zetekhnoloji ziya kuvumela abapapashi ukuba bavule amandla okusetyenziswa kwaye bonyuse ii-CPM. 

Itekhnoloji yokusebenzisa idatha yeqela lokuqala, kusetyenziswa iindlela zenkqubo zangoku, kunye nokusetyenziswa kweefomati zentengiso eziyimfuneko ziyinxalenye yezinto ekufuneka zenziwe kwisiteki sobuchwephesha sango-2021 sabapapashi bedijithali.

Rhoqo, abapapashi badibanisa isitaki sabo sobuchwephesha kwiimveliso ezahlukeneyo ezingadibani kakuhle phakathi kwabo. Indlela yakutshanje yokupapashwa kwidijithali isebenzisa iqonga elinye eligcwalisa zonke iimfuno, apho yonke imisebenzi isebenza kakuhle ngaphakathi kwenkqubo efanayo. Makhe sihlolisise ukuba zeziphi iimodyuli ekufuneka zenziwe zine-tech stack yemithombo yeendaba. 

Umncedisi wentengiso 

Okokuqala nokuphambili, isitaki setekhnoloji yomshicileli kufuneka sibe neseva yentengiso. Iseva efanelekileyo yesikhangiso yimfuneko ebalulekileyo yokwenza uluvo ngendlela efanelekileyo. Kufuneka isebenze ukuze ilawule imikhankaso yentengiso kunye ne-inventri. Umncedisi wentengiso uvumela ukuseta iiyunithi zentengiso kunye namaqela ajonge ekujongeni kwakhona kunye nokubonelela ngenani lexesha lokwenyani kwintsebenzo yeendawo zentengiso. Ukuqinisekisa inqanaba lokugcwalisa elifanelekileyo, iiseva zentengiso kufuneka zixhase zonke iifom zentengiso ezikhoyo, ezinje ngomboniso, ividiyo, iintengiso eziphathwayo kunye nemithombo yeendaba etyebileyo. 

Iqonga loLawulo lweDatha (DMP)

Ukusuka kwimbono yokusebenza kakuhle-eyona nto ibalulekileyo kwimithombo yeendaba ngo-2021 kukulawulwa kwedatha yomsebenzisi. Ukuqokelelwa, uhlalutyo, ukwahlulwa, kunye nokusebenza kwabaphulaphuli kufuneka-babe nokusebenza namhlanje. 

Xa abapapashi basebenzisa i-DMP, banokubonelela ngeengcombolo zedatha eyongezelelweyo kubathengisi, ukonyusa umgangatho kunye ne-CPM yokubonisa okuhanjisiweyo. Idatha yigolide entsha, kwaye abapapashi banokuyinikela ekujoliseni uluhlu lweempahla zabo, ukuphonononga okuvelayo okuphezulu, okanye ukubenza bakwazi ukusebenza kwiinkqubo zangaphandle nokwenza imali kutshintshiselwano ngedatha. 

Ukupheliswa kwezazisi zentengiso kuya kunyusa isibango sedatha yeqela lokuqala, kwaye iDMP yeyona nto ibalulekileyo yokuqokelela nokulawula idatha yomsebenzisi, ukuseta amachibi edatha, okanye ukuhambisa ulwazi kubathengisi ngokusebenzisa iigrafu zomsebenzisi. 

Isisombululo seNtloko yeNtloko 

Ukubhida ngentloko yitekhnoloji esusa i-asymmetry yolwazi phakathi kwabathengisi kunye nabapapashi ngokubhekisele kwixabiso lezithuthi. Ukubhida kwi-header kuvumela onke amaqela ukuba afumane amaxabiso afanelekileyo esekwe kwiimfuno zeendawo zentengiso. Yifandesi apho ii-DSPs zinofikelelo olulinganayo lokubhida, ngokuchaseneyo nokuwa kwamanzi kunye ne-oRTB, apho bangena kwifandesi belandelelana. 

Ukuphumeza ukubhida ngentloko kufuna izixhobo zophuhliso, ii-ops ezinamava eziya kuseta izinto zomphathi kuGoogle Ad Manager kunye nesivumelwano sokusayina kunye neebidi. Lungela: ukuseta isenzo sokubhida ngentloko kufuna iqela elizinikeleyo, ixesha, kunye nomzamo, ngamanye amaxesha okuninzi kakhulu nakubapapashi abakhulu. 

Ividiyo nabaDlali beVidiyo

Ukuqala ukuhambisa iintengiso zevidiyo, ifomathi yentengiso inee-eCPMs eziphezulu, abapapashi kufuneka benze umsebenzi wesikolo. Intengiso yevidiyo inzima ngakumbi kunomboniso kwaye kufuneka uphendule ngezinto ezininzi zobuchwephesha. Okokuqala, kuya kufuneka ufumane isidlali sevidiyo esifanelekileyo esihambelana nesihloko esisongelayo osithandayo. Iifomathi zentengiso yeaudio ziyanda, kwaye ukuhambisa abadlali beaudiyo kwiphepha lakho lewebhu kunokuzisa imfuno eyongezelelweyo kubathengisi. 

Ukuba unolwazi lweJavaScript, unokwenza ukuba abadlali bakho benze ngokwezifiso kwaye bayidibanise nesongelo sentloko. Ngaphandle koko, unokusebenzisa izisombululo esele zenziwe, abadlali bemveli abadibanisa ngokulula namaqonga enkqubo.

Iqonga loLawulo lokuyila (CMP)

I-CMP yinto efunekayo yokulawula ubuchule benkqubo yeqonga ezahlukeneyo kunye neefomati zentengiso. I-CMP ilungelelanisa lonke ulawulo lobuchule. Kuya kufuneka ibe ne studio yokuyila, isixhobo sokuhlela, sokuhlengahlengisa kunye nokwenza iibhanile ezityebileyo ukusuka ekuqaleni kunye neetemplate. Enye yezinto ekufuneka zenziwe yi-CMP kukusebenza ukuze uhlengahlengise uyilo olukhethekileyo lwentengiso ekhonza kumaqonga ahlukeneyo kunye nenkxaso yokwenza amandla okuyila (DCO). Kwaye, ewe, i-CMP elungileyo kufuneka ibonelele ngelayibrari yeefomati zentengiso ezihambelana nee-DSPs ezinkulu kunye nohlalutyo ekusebenzeni koyilo ngexesha langempela. 

Ngokubanzi, abapapashi kufuneka baqeshe i-CMP encedisa ngokukhawuleza ukwenza kunye nokusasaza iifom zokuyilwa kwemfuno ngaphandle kohlengahlengiso olungapheliyo, ngelixa zisenza ngokwazo kwaye zigxile kwisikali.

Ukuyihlanganisa

Zininzi iibhloko zokwakha zempumelelo kwimidiya yedijithali. Babandakanya amandla okusebenza ngokufanelekileyo kwintengiso yeefomati zentengiso, kunye nezisombululo zenkqubo zokudibanisa namaqabane amakhulu ebango. Ezi zinto kufuneka zisebenze kunye ngaphandle komthungo, kwaye kufanelekile ukuba zibeyinxalenye yesiteki sobuchwephesha esidibeneyo. 

Xa ukhetha isitaki esimanyeneyo sobuchwephesha kunokuba usidibanise kwiimodyuli zabanikezeli abohlukeneyo, unokuqiniseka ukuba izinto eziyiliweyo ziya kusiwa ngaphandle kwexesha, amava omsebenzisi angalunganga, kunye nokungangqinelani kweseva yentengiso ephezulu. 

Isitaki esifanelekileyo sobuchwephesha kufuneka sisebenze ukulungiselela ividiyo kunye nentengiso yeaudio, ulawulo lwedatha, ukubhida ngentloko, kunye neqonga lolawulo loyilo. Ezo zezona kufuneka ukuba ube nazo xa ukhetha umboneleli, kwaye akufuneki ulungiselele nantoni na engaphantsi.

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