Ukuqonda Ukukhangisa Okuhleliwe, Amathrendi Ako, kanye Nabaholi Be-Ad Tech

Kuyini Ukukhangisa Okuhleliwe - Infographic, Leaders, Acronyms, Technologies

Sekungamashumi eminyaka ukukhangisa ku-inthanethi kuhluke kakhulu. Abashicileli bakhethe ukunikela ngezindawo zabo zezikhangiso ngqo kubakhangisi noma bafake izindawo ezithengiswayo ukuze izimakethe zezikhangiso zizibhide futhi zizithenge. Vuliwe Martech Zone, sisebenzisa indawo yethu yezikhangiso kanje... sisebenzisa i-Google Adsense ukwenza imali ngezihloko namakhasi anezikhangiso ezifanele kanye nokufaka izixhumanisi eziqondile nokubonisa izikhangiso nezinkampani ezisebenzisana nazo nabaxhasi.

Abakhangisi babejwayele ukuphatha amabhajethi abo mathupha, amabhidi abo, kanye nokucwaninga umshicileli ofanelekile ukuze bazibandakanye futhi bakhangise. Abashicileli kwadingeka bahlole futhi baphathe izimakethe ababefisa ukuzijoyina. Futhi, ngokuya ngobukhulu bezithameli zabo, zingavunyelwa noma zingavunyelwa. Amasistimu athuthukile kule minyaka eyishumi edlule, nokho. Njengoba umkhawulokudonsa, amandla ekhompuyutha, kanye nokusebenza kahle kwedatha kuthuthukiswa kakhulu, amasistimu enziwe ngokuzenzakalelayo kangcono. Abakhangisi bangene ebangeni lamabhidi nezabelomali, ukuhwebelana kwezikhangiso kulawule i-inventory kanye nebhidi ewinayo, futhi abashicileli babeka imingcele yezindawo zabo ezithengiswayo.

Kuyini ukukhangisa ngohlelo?

Igama Imidiya yohlelo (obeye aziwe njengo ukumaketha kohlelo or Uhlelo lokukhangisa) kuhlanganisa uxhaxha lobuchwepheshe olwenza ngokuzenzakalelayo ukuthengwa, ukubekwa, kanye nokwenza kahle kohlu lwemidiya, bese lungena esikhundleni sezindlela ezisekelwe kumuntu. Kule nqubo, ozakwethu bokunikezela kanye nesidingo basebenzisa amasistimu azenzakalelayo nemithetho yebhizinisi ukuze babeke izikhangiso kuhlu lwemithombo yezindaba eqondiswe nge-elekthronikhi. Kuphakanyiswe ukuthi imidiya yezinhlelo iyinto ekhula ngokushesha embonini yezokukhangisa emhlabeni jikelele.

Wikipedia

Izingxenye Zokukhangisa Zohlelo

Kunamaqembu amaningana abandakanyekayo ekukhangiseni okuhleliwe:

  • Umkhangisi - Umkhangisi uwumkhiqizo ofuna ukufinyelela izethameli ezithile eziqondiwe ngokusekelwe ekuziphatheni, ngokwezibalo zabantu, ezithakaselwayo, noma isifunda.
  • Umshicileli - Umshicileli ungumphakeli wendawo yesikhangiso noma amakhasi endawo atholakalayo lapho okuqukethwe kungahunyushwa futhi izikhangiso ezihlosiwe zingafakwa ngamandla.
  • Supply-Side Platform - The SSP ikhomba amakhasi abashicileli, okuqukethwe, nezifunda zesikhangiso ezitholakalela ukubhida.
  • I-Demand-Side Platform - The DSP ikhomba izikhangiso zabakhangisi, izethameli eziqondiwe, amabhidi, nesabelomali.
  • I-Ad Exchange – Ukuhwebelana kwezikhangiso kuxoxisana futhi kushadise izikhangiso endaweni efanele ukuze kwandiswe imbuyiselo yomkhangisi ekuchithweni kwezikhangiso (I-ROAS).
  • Ibhidi Yesikhathi Sangempela - RTB indlela kanye nobuchwepheshe lapho i-inventory yokukhangisa ihlanganiswa khona, ithengwe futhi ithengiswe ngokombono ngamunye.

Ukwengeza, lezi zinkundla zivame ukuhlanganiswa kubakhangisi abakhulu:

  • Ipulatifomu Yokuphathwa Kwemininingwane - Ukwengezwa okusha esikhaleni sokukhangisa esihleliwe yi- DMP, Inkundla ehlanganisa idatha yomkhangisi yenkampani yokuqala ezithamelini (izibalo, isevisi yamakhasimende, i-CRM, njll.) kanye/noma idatha yomuntu wesithathu (yokuziphatha, izibalo zabantu, indawo) ukuze ukwazi ukuzikhomba ngokuphumelelayo.
  • Ipulatifomu Yedatha Yamakhasimende - A CDP iyisizindalwazi samakhasimende esimaphakathi, esiqhubekayo, esihlanganisiwe esifinyeleleka kwamanye amasistimu. Idatha idonswa emithonjeni eminingi, ihlanzwe, futhi ihlanganiswe ukuze kwakhiwe iphrofayela yekhasimende elilodwa (eyaziwa nangokuthi ukubuka okungu-360-degree). Le datha ingase ihlanganiswe nezinhlelo zokukhangisa ezihleliwe ukuze ihlukaniseke kangcono futhi iqondise amakhasimende ngokusekelwe ekuziphatheni kwawo.

Ukukhangisa okuhleliwe sekukhulile ngokuhlanganisa ukufunda komshini kanye nobuhlakani bokwenziwa (AI) ukulungisa nokuhlola kokubili idatha ehleliwe ehlotshaniswa nokuhlosiwe kanye nedatha engahlelekile ehlotshaniswa nezindawo ezithengiswayo zomshicileli ukuze kukhonjwe umkhangisi ophelele ngebhidi engcono kakhulu ngaphandle kokungenelela okwenziwa ngesandla nangesivinini sesikhathi sangempela.

Yiziphi Izinzuzo Zokukhangisa Ngezinhlelo?

Ngaphandle kokuncipha kwabasebenzi abadingekayo ukuze kuxoxiswane futhi kubekwe izikhangiso, ukukhangisa okuhleliwe nakho kuyazuzisa ngoba:

  • Ihlola, ihlaziye, ihlole futhi ikhiqize ukukhomba ngokusekelwe kuyo yonke idatha.
  • Ukuhlolwa okuncishisiwe nokumosheka kokukhangisa.
  • Imbuyiselo ethuthukisiwe ekusetshenzisweni kwezikhangiso.
  • Ikhono lokukala imikhankaso ngokushesha ngokusekelwe ekufinyeleleni noma kubhajethi.
  • Ukuqondisa okuthuthukisiwe nokwenza ngokugcwele.
  • Abashicileli bangenza imali ngokushesha ngokuqukethwe kwabo futhi bathole amazinga aphezulu okwenza imali kokuqukethwe kwamanje.

Amathrendi Okukhangisa Ohlelo

Kunamathrendi ambalwa aqhuba ukukhula kwezinombolo ezimbili ekwamukelweni kokukhangisa okuhleliwe:

  • Inqubomgomo - Ukwenyuka kokuvinjwa kwezikhangiso kanye nedatha encishisiwe yekhukhi yenkampani yangaphandle ishayela emisha ekuthwebuleni ukuziphatha kwesikhathi sangempela kwabasebenzisi ngezethameli ezihlosiwe abakhangisi abazifunayo.
  • Ithelevishini - Amanethiwekhi ekhebula afunwa kakhulu futhi endabuko avula izindawo zawo zesikhangiso ekukhangiseni okuhleliwe.
  • I-Digital Out-Off-Home - DOOH amabhodi ezikhangiso axhunyiwe, izibonisi, nezinye izikrini ezitholakala ngaphandle kwekhaya kodwa ezitholakala kubakhangisi ngokusebenzisa izinkundla ezibheke eceleni.
  • Umsindo Ungaphandle Kwasekhaya - AOOH amanethiwekhi omsindo axhunyiwe atholakala ngaphandle kwekhaya kodwa atholakala kubakhangisi ngokusebenzisa izinkundla ezibheke eceleni.
  • Izikhangiso Zomsindo - Izinkundla ze-podcast nezomculo zenza izinkundla zakhona zitholakale kubakhangisi abanezinhlelo ezinezikhangiso ezilalelwayo.
  • I-Dynamic Creative Optimization - I-DCO ubuchwepheshe lapho izikhangiso eziboniswayo zihlolwa futhi zidalwe khona - okuhlanganisa izithombe, imilayezo, njll. ukuze kuqondiswe kangcono umsebenzisi oyibonayo kanye nesistimu eshicilelwe kuyo.
  • Blockchain – Nakuba ubuchwepheshe obusha obusebenzisa ikhompuyutha ngamandla, i-blockchain inethemba lokuthuthukisa ukulandelela nokunciphisa ukukhwabanisa okuhlobene nokukhangisa kwedijithali.

Yiziphi Izinkundla Eziphezulu Zohlelo Lwabakhangisi?

Ngokuvumelana ne I-Gartner, izinkundla eziphezulu zezinhlelo ku-Ad Tech.

  • Adform FLOW - Itholakala eYurophu futhi igxile emakethe yaseYurophu, i-Adform inikeza kokubili izixazululo zokuthenga nezokudayisa futhi inenani elikhulu lokuhlanganiswa okuqondile nabashicileli.
  • I-Adobe Cloud Cloud - igxile kakhulu ekuhlanganiseni DSP futhi DMP ukusebenza ngokusesha nezinye izingxenye zesitaki se-martech, okuhlanganisa inkundla yedatha yekhasimende (CDP), izibalo zewebhu kanye nokubika okuhlangene. 
  • Ukukhangiswa kwe-Amazon - igxile ekuhlinzekeni ngomthombo obumbene wokubhida kuhlu lwezimpahla olukhethekile oluphethwe futhi olusetshenziswa yi-Amazon kanye nempahla yezinkampani zangaphandle ngokushintshana okuvulekile kanye nobudlelwano obuqondile nomshicileli. 
  • Amobee - kugxilwe kakhulu ekukhangiseni okuguquliwe kuyo yonke i-TV, iziteshi zedijithali nezokuxhumana, ukuhlinzeka ngokufinyelela okuhlanganisiwe ku-TV eqondile nesakazayo, izimakethe zokubhida kanye nezinhlelo zesikhathi sangempela.
  • Isisekelo Technologies (owayekade eyi-Centro) – umkhiqizo we-DSP ugxile kakhulu ekuhlelweni kwabezindaba nasekusetshenzisweni kokusebenza kuwo wonke amashaneli nezinhlobo zamadili.
  • I-Criteo - I-Criteo Advertising iyaqhubeka nokugxila ekukhangiseni kokusebenza kanye nokuphinda kuthayithwe, kuyilapho ijula ​​izixazululo zayo ezigcwele zefaneli yabakhangisi nemidiya yezohwebo ngokuhlanganiswa ohlangothini lokuthenga nokuthengisa. 
  • I-Google Display & Video 360 (DV360) – lo mkhiqizo ugxile kakhulu eziteshini zedijithali futhi unikeza ukufinyelela okukhethekile kohlelo ezindaweni ezithile eziphethwe futhi ezisetshenziswa yi-Google (isb, i-YouTube). I-DV360 iyingxenye ye-Google Marketing Platform.
  • MediaMath - imikhiqizo igxile kakhulu kumidiya yohlelo kuwo wonke amashaneli namafomethi.
  • I-Mediaocean - iphothifoliyo yomkhiqizo wokukhula ngokutholwa ihlanganisa ukuhlelwa kwemidiya, ukuphathwa kwemidiya kanye nezici zokulinganisa imidiya. 
  • I-Trade Desk – isebenzisa i-omnichannel, i-DSP yohlelo kuphela.
  • Xandr - imikhiqizo igxile kakhulu ekuhlinzekeni izinkundla ezisezingeni eliphezulu zemidiya ewuhlelo kanye ne-TV esekelwe izethameli. 
  • Yahoo! I-Ad Tech – nikeza ukufinyelela ekuhwebeni okuvulekile kwewebhu kanye nempahla yemidiya ephethwe yinkampani eshushumbiswe kakhulu kuyo yonke i-Yahoo!, i-Verizon Media, ne-AOL.

I-Epom, i-DSP ehamba phambili, idale le infographic enokuqonda, I-Anatomy Yokukhangisa Kwezinhlelo:

umdwebo we-infographic wokukhangisa wohlelo

2 Amazwana

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      Peter, kuyinhlanganisela yedatha yokuziphatha esekhasini efakwe ngamapulatifomu wezinkampani zangaphandle, idatha ye-off-site demographic kanye ne-firmagraphic, ulayini wezenhlalo, umlando wokusesha, umlando wokuthenga kanye nanoma yimuphi omunye umthombo. Izingxenyekazi ezinkulu kakhulu zohlelo manje ziyaxhuma futhi zingakhomba abasebenzisi ezinqamula indawo ngisho nakwisiphambano!

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