Ukuqonda iNtengiso yeNkqubo, iiNdlela zayo, kunye neeNkokheli ze-Ad Tech

Yintoni iProgrammatic Advertising-Infographic, Leaders, Acronyms, Technologies

Kangangamashumi eminyaka, ukuthengisa kwi-Intanethi kuye kwahluka. Abapapashi bakhethe ukunikezela ngeendawo zabo zentengiso ngokuthe ngqo kubathengisi okanye bafakele izindlu zentengiso ukuze bazithengele zona. Vula Martech Zone, sisebenzisa intengiso yethu yezindlu ngolu hlobo... sisebenzisa iGoogle Adsense ukwenza imali ngamanqaku kunye namaphepha aneentengiso ezifanelekileyo kunye nokufaka unxibelelwano oluthe ngqo kunye nokubonisa iintengiso kunye nabaxhasi kunye nabaxhasi.

Abakhangisi basetyenziselwa ukulawula uhlahlo lwabiwo-mali lwabo ngesandla, iibhidi zabo, kunye nophando lompapashi ofanelekileyo ukuze babandakanyeke kwaye babhengeze. Abapapashi kuye kwafuneka bavavanye kwaye balawule iindawo zentengiso ababenqwenela ukuzijoyina. Kwaye, ngokusekwe kubungakanani babaphulaphuli babo, banokuvunyelwa okanye bangavunywa. Iinkqubo zihambele phambili kule minyaka ilishumi idlulileyo, nangona kunjalo. Njengoko i-bandwidth, amandla ekhompyuter, kunye nokusebenza kakuhle kwedatha kuphuculwe kakhulu, iinkqubo bezisebenza ngcono. Abakhangisi bangene kuluhlu lweebhidi kunye nohlahlo lwabiwo-mali, utshintshiselwano lweentengiso lulawule uluhlu lwempahla kunye nokuphumelela ibhidi, kwaye abapapashi babeka iiparameters zentengiso yezindlu zabo.

Yintoni iNtengiso yeNkqubo?

Igama elithile Inkqubo yeendaba (kwaziwa njenge Intengiso yenkqubo or Inkqubo yentengiso) iquka uluhlu lwetekhnoloji eyenza ukuthenga, ukubekwa, kunye nokuphucula uluhlu lwemithombo yeendaba, ngokutshintsha indlela ezisekelwe ebantwini. Kule nkqubo, amaqabane okubonelela kunye nebango asebenzisa iisistim ezizenzekelayo kunye nemithetho yeshishini ukubeka iintengiso kuluhlu lwemithombo yeendaba ekujoliswe kuyo ngombane. Kuye kwacetyiswa ukuba imidiya yeprogram yinto ekhula ngokukhawuleza kwimidiya yehlabathi kunye neshishini leentengiso.

Wikipedia

Amacandelo eNtengiso yeNkqubo

Kukho amaqela amaninzi abandakanyekayo kwintengiso yenkqubo:

  • Umthengisi -Umthengisi luphawu olufuna ukufikelela kubantu ekujoliswe kubo ngokusekwe kwindlela yokuziphatha, kumanani abantu, umdla, okanye ummandla.
  • Umshicileli - Umshicileli ngumthengisi we-ad real estate okanye amaphepha okuya khona akhoyo apho umxholo unokutolikwa kwaye iintengiso ezijoliswe kuzo zinokufakwa ngamandla.
  • Supply-Side Platform - I SSP izalathisela amaphepha abapapashi, umxholo, kunye nemimandla yentengiso ekhoyo ukuze kubhidwe.
  • Iplati yemfuno - I DSP izalathisa iintengiso zabathengisi, abantu ekujoliswe kubo, iibhidi kunye nohlahlo lwabiwo-mali.
  • Utshintsho lweNtengiso -Utshintshiselwano lwentengiso luthethathethana kwaye lutshatise iintengiso kwindawo efanelekileyo ukuze kwandiswe imbuyekezo yomthengisi kwinkcitho yentengiso (ROAS).
  • Ibhidi yexesha lokwenyani - RTB yindlela kunye netekhnoloji apho uluhlu lwentengiso luthi luxutywe, luthengwe kwaye luthengiswe ngokombonakaliso ngamnye.

Ukongeza, la maqonga ahlala edityaniswa kubathengisi abakhulu:

  • Inkqubo yolawulo lweenkcukacha – Ukongezwa okutsha kwindawo yentengiso yenkqubo yi I-DMP, Iqonga elidibanisa idatha yomntu wokuqala womthengisi kubaphulaphuli (i-accounting, inkonzo yabathengi, i-CRM, njl.) kunye / okanye umntu wesithathu (ukuziphatha, i-demographics, i-geographic) idatha ukwenzela ukuba ujolise kubo ngokufanelekileyo.
  • Iplatifomu yeDatha yoMthengi - A CDP ngumbindi, othe gqolo, ugcino lwedata olumanyeneyo olufikelelekayo kwezinye iinkqubo. Idatha itsalwa kwimithombo emininzi, icociwe, kwaye idibaniswe ukwenza iprofayili yomthengi omnye (eyaziwa ngokuba yi-360-degree view). Le datha inokuthi idityaniswe kunye neenkqubo zentengiso yeprogram ukuya kwinqanaba elingcono kunye nokujoliswe kubathengi ngokusekelwe kwindlela yabo yokuziphatha.

Intengiso yenkqubo sele ikhulile ngokubandakanya ukufundwa koomatshini kunye nobukrelekrele bokwenziwa (AI) ukulungelelanisa kunye nokuvavanya idatha ecwangcisiweyo ehambelana noko kujoliswe kuko kunye nedatha engacwangciswanga ehambelana ne-real estate yomshicileli ukuchonga umthengisi olona xabiso lungcono ngaphandle kokungenelela ngesandla kunye nesantya sexesha lokwenyani.

Ziziphi izinto eziluncedo kwiNtengiso yeNkqubo?

Ngaphandle kokuncitshiswa kwabasebenzi abayimfuneko ukuthetha-thethana kunye nokubeka iintengiso, intengiso yenkqubo nayo iluncedo kuba:

  • Ukuvavanya, ukuhlalutya, ukuvavanya, kunye nokuvelisa ukujoliswa ngokusekelwe kuzo zonke iinkcukacha.
  • Uvavanyo oluncitshisiweyo kunye nenkunkuma yentengiso.
  • Imbuyekezo ephuculweyo kwinkcitho yentengiso.
  • Ukukwazi ukukala ngokukhawuleza amaphulo asekelwe ekufikeleleni okanye kuhlahlo lwabiwo-mali.
  • Ukuphuculwa kokujolisa kunye nokwenza ngcono.
  • Abapapashi banokwenza imali ngoko nangoko kumxholo wabo kwaye bafikelele kumazinga aphezulu okwenza imali kumxholo wangoku.

Inkqubo yeNtengiso yeNkqubo

Kukho iindlela ezininzi eziqhuba ukukhula okuphindwe kabini ekwamkelweni kwentengiso yenkqubo:

  • Ukuba bucala -Ukonyuka kwe-ad-blocking kunye nokunciphisa idatha ye-cookie yomntu wesithathu kuqhuba inguqulelo ekubanjeni ukuziphatha kwexesha lokwenyani labasebenzisi kunye nabaphulaphuli ekujoliswe kubo abafunayo.
  • Television -Okufunwayo kunye nothungelwano lwentambo zemveli zivula iindawo zabo zentengiso kwintengiso yenkqubo.
  • Digital Out-Off-Home - I-DoOH iibhilibhodi eziqhagamshelweyo, imiboniso, kunye nezinye izikrini ezibekwe ngaphandle kwekhaya kodwa zifumaneka kubathengisi ngokusebenzisa amaqonga asecaleni kwemfuno.
  • I-Audio Ngaphandle-kwiKhaya - AOOH Ziinethiwekhi zeaudio eziqhagamshelweyo ezibekwe ngaphandle kwekhaya kodwa zifumaneka kubathengisi ngamaqonga asecaleni kwemfuno.
  • Iintengiso zeAudio -IiPodcasting kunye namaqonga omculo zenza ukuba iiplatifti zabo zifumaneke kubakhangisi beprogram abaneentengiso ezivakalayo.
  • UPhuculo lokuYila oluNgqobileyo - I-DCO bubuchwephesha apho iintengiso ezibonisiweyo zivavanywa kwaye zenziwe - kubandakanywa umfanekiso, imiyalezo, njl.njl. ukujolisa ngcono kumsebenzisi oyibonayo kunye nenkqubo epapashwe kuyo.
  • block Chain -Ngelixa itekhnoloji encinci esebenza kakhulu kwikhompyuter, i-blockchain inethemba lokuphucula umkhondo kunye nokunciphisa ubuqhetseba obunxulumene nentengiso yedijithali.

Zeziphi iiplatifti zeNkqubo eziPhezulu zaBakhangisi?

Ngoku ka Gartner, amaqonga enkqubo aphezulu kwi-Ad Tech.

  • Adform FLOW -Ifumaneka eYurophu kwaye igxininise kwimarike yaseYurophu, i-Adform inikezela zombini izisombululo zokuthenga kunye nokuthengisa kwaye inenani elikhulu lokudibanisa ngokuthe ngqo kunye nabavakalisi.
  • Intengiso yefu yeAdobe - kugxilwe ngokubanzi ekudibaniseni DSP kwaye I-DMP ukusebenza ngophendlo kunye namanye amacandelo e-martech stack, kuquka iqonga ledatha yabathengi (CDP), uhlalutyo lwewebhu kunye nengxelo edibeneyo. 
  • Amazon Advertising - igxile ekuboneleleni ngomthombo odibeneyo wokubhida kwi-inventri ekhethekileyo ye-Amazon-kunye-esebenzayo kunye noluhlu lweqela lesithathu ngokutshintshiselana okuvulekileyo kunye nobudlelwane obuthe ngqo nomshicileli. 
  • i-amobee - kugxilwe ngokubanzi kwiintengiso eziguquliweyo kuyo yonke iTV, iitshaneli zedijithali kunye nezentlalo, ukunika ufikelelo oludityanisiweyo kwi-linear kunye nokusasazwa kweTV, i-inventory kunye ne-real-time bide marketmatic.
  • Isiseko sobuGcisa (eyayisakuba yi-Centro) - imveliso ye-DSP igxile ngokubanzi kucwangciso lweendaba kunye nokusetyenziswa kokusebenza kuwo onke amajelo kunye neentlobo zezivumelwano.
  • Criteo -I-Advertising yeCriteo iyaqhubeka nokugxila ekuthengiseni ukusebenza kunye nokubuyisela kwakhona, ngelixa igxininise izisombululo zayo ezipheleleyo kubathengisi kunye neendaba zorhwebo ngokudibanisa kwicala lokuthenga nokuthengisa. 
  • Isiboniso sikaGoogle kunye neVidiyo 360 (DV360) – le mveliso igxile ngokubanzi kumajelo edijithali kwaye ibonelela ngofikelelo olukhethekileyo lwenkqubo kwiipropati ezithile zikaGoogle nezisetyenziswayo (umz., YouTube). I-DV360 yinxalenye yeQonga leNtengiso likaGoogle.
  • Imithombo yeendaba - iimveliso zijolise ngokubanzi kwimidiya yeprogram kuwo wonke amajelo kunye neefomathi.
  • Imidiya -Ipotfoliyo yemveliso yokukhula ngokufunyanwa idibanisa isicwangciso seendaba, ulawulo lweendaba kunye nemiba yokulinganisa imidiya. 
  • IDesika yeNtengiso – iqhuba i-omnichannel, i-DSP yenkqubo kuphela.
  • Xandr - iimveliso zijolise ngokubanzi ekuboneleleni ngokugqwesileyo-kwiklasi yeqonga leendaba zeprogram kunye ne-TV esekelwe kubaphulaphuli. 
  • Yahoo! I-Ad Tech -bonelela ngofikelelo kutshintshiselwano lwewebhu oluvulekileyo kunye nempahla yemithombo yeendaba ethengiswa kakhulu yenkampani kuyo yonke iYahoo!, iVerizon Media, kunye neAOL.

epom, i-DSP ekhokelayo, idale olu lwazi lucacileyo, I-Anatomy yeProgrammatic Advertising:

intengiso yenkqubo umzobo infographic

2 Comments

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      Peter, yindibaniselwano yedatha yendlela yokuziphatha ekwiphepha lesithathu ebanjwe ngamaqonga eqela lesithathu, idatha yedemografi kunye ne-firmagraphic ngaphandle kwendawo, imigca yentlalo, imbali yokukhangela, imbali yokuthenga kunye nayo nayiphi na enye imithombo. Awona maqonga enkqubo makhulu ngoku anxibelelana kwaye anokuchonga abasebenzisi indawo yokuwela kunye nesixhobo esinqamlezayo!

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