{"id":4686,"date":"2022-03-08T11:00:07","date_gmt":"2022-03-08T03:00:07","guid":{"rendered":"https:\/\/www.mediaonasia.com\/?p=4686"},"modified":"2022-03-08T11:00:09","modified_gmt":"2022-03-08T03:00:09","slug":"programmatic-advertising","status":"publish","type":"post","link":"https:\/\/www.mediaonasia.com\/zh-hant\/programmatic-advertising\/","title":{"rendered":"MediaOnAsia\u3010Marketing Trend\u3011\u00b72022\u5e74\u60a8\u5fc5\u9808\u61c2\u5f97\u7684\u7a0b\u5e8f\u5316\u5ee3\u544a\u8853\u8a9e"},"content":{"rendered":"\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<p>\u5c0d\u65bc\u5e02\u5834\u63a8\u5ee3\u53ca\u5ee3\u544a\u696d\u754c\u800c\u8a00\uff0c\u7a0b\u5e8f\u5316\u5ee3\u544a (Programmatic Advertising) \u5728\u904e\u53bb\u5e7e\u5e74\u7684\u9ad8\u901f\u767c\u5c55\uff0c\u73fe\u4eca\u5df2\u7d93\u6210\u70ba\u54c1\u724c\u63a8\u5ee3\u7684\u5fc5\u7136\u4e4b\u9078\u3002\u900f\u904e\u4eba\u5de5\u667a\u80fd\u6280\u8853\uff0c\u5b83\u4e0d\u4f46\u7c21\u5316\u5ee3\u544a\u8cfc\u8cb7\u7684\u904e\u7a0b\uff0c\u4e5f\u5927\u5927\u63d0\u9ad8\u5ee3\u544a\u6210\u6548\uff0c\u66f4\u7cbe\u6e96\u627e\u5230\u76ee\u6a19\u7fa4\u3002\u4f86\u52302022\u5e74\uff0c\u548c\u5927\u5bb6\u5206\u4eab\u4ee5\u4e0b\u516b\u500b\u60a8\u5fc5\u9808\u61c2\u5f97\u7684\u5ee3\u544a\u8853\u8a9e\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. \u8eab\u4efd (Identity)<\/h2>\n\n\n\n<p>META\u66f4\u63a8\u51fa\u4e86\u65b0\u7684\u734e\u904e\u53bb\u7db2\u6c11\u7684\u7dda\u4e0a\u8eab\u4efd\u90fd\u8a18\u9304\u5728 Cookie\u88e1\u9762\u3002\u81ea\u5f9e Google \u9810\u544a\u65bc\u660e\u5e74\u6dd8\u6c70Chrome\u700f\u89bd\u5668\u7684\u7b2c\u4e09\u65b9Cookie\uff0c\u5f15\u8d77\u5ee3\u544a\u696d\u754c\u5de8\u5927\u7684\u8ff4\u97ff\u3002\u540c\u6642\uff0c\u96a8\u8457\u53bb\u5e74Apple iOS upgrade \u5f8c\uff0c\u5982\u6c92\u6709\u624b\u6a5f\u7528\u6236\u7684\u5141\u8a31\uff0c\u624b\u6a5f\u61c9\u7528\u7a0b\u5f0f\u7684\u6578\u64da\u4e5f\u5c07\u7121\u6cd5\u518d\u8ffd\u8e64\u3002\u4f5c\u70ba\u6578\u78bc\u71df\u92b7\u4eba\u54e1\uff0c\u6211\u5011\u7576\u52d9\u8981\u8655\u7406\u7684\uff0c\u662f\u5982\u4f55\u6709\u6548\u8fa8\u8b58\u5230\u7db2\u6c11\u7684\u300cIdentity\u8eab\u4efd\u300d\uff0c\u90a3\u4e26\u4e0d\u53ea\u5c40\u9650\u5728\u96fb\u8166\u4e0a\u7684 Cookie\uff0c\u9084\u6709\u624b\u6a5f\u4e0a\u7684\u5ee3\u544a\u4e3b\u6a19\u8b58\u7b26 (IDFA-Identifier For Advertisers)\u3002\u5728\u672a\u4f86\u7684 Identityless\u65b0\u4e16\u4ee3\uff0c\u5ee3\u544a\u5ba2\u6236\u8981\u5efa\u7acb\u5c6c\u65bc\u81ea\u5df1\u4f01\u696d\u7684\u9867\u5ba2\u8cc7\u6599\u5eab\uff08\u7a31\u70ba\u7b2c\u4e00\u65b9\u6578\u64da First-party Data\uff09\u3002\u5ee3\u544a\u5e73\u53f0\u624d\u53ef\u4ee5\u5229\u7528\u96fb\u90f5\u5730\u5740\u4f5c\u70ba\u4e00\u500b\u8b58\u5225\u78bc\uff0c \u767c\u653e\u5408\u9069\u7684\u5ee3\u544a\u4ee5\u53ca\u8ffd\u8e64\u6210\u4ea4\u60c5\u6cc1\u3002\u6240\u4ee5\uff0c\u5ee3\u544a\u4e3b\u61c9\u8a72\u9078\u64c7\u5e02\u9762\u4e0a\u8f03\u6709\u8a8d\u53d7\u6027\uff0c\u4e26\u4e14\u5408\u6cd5\u64c1\u6709\u6578\u64da\u7684\u5ee3\u544a\u5e73\u53f0\uff0c\u5982Yahoo DSP\u3001Google DV360\uff0c\u76f8\u5c0d\u6578\u64da\u91cf\u53ca\u7a2e\u985e\u4e5f\u8f03\u70ba\u8c50\u5bcc\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. \u65b0\u4e00\u4ee3\u53d7\u773e (Next-Gen Audience)<\/h2>\n\n\n\n<p>\u525b\u63d0\u5230 Digital Footprint \u6578\u78bc\u8db3\u8de1\uff0c\u6703\u96a8\u7740\u6c92\u6709 Cookie \u548c IDFA \u800c\u6e1b\u5c11\uff0c\u4f46\u59cb\u7d42 Ad Tech \u4ecd\u53ef\u4ee4\u5ee3\u544a\u5546\u627e\u5230\u9069\u5408\u7684\u53d7\u773e\u3002\u4eba\u5de5\u667a\u80fd\u548c Machine Learning\u6a5f\u5668\u5b78\u7fd2\uff0c\u5c31\u53ef\u4ee5\u6191\u85c9\u591a\u5e74\u7684\u6578\u64da\u5206\u6790\uff0c\u4f8b\u5982\u4e0a\u7db2\u6642\u9593\u3001\u5167\u5bb9\u6216\u4f4d\u7f6e\uff0c\u4f86\u63a8\u65b7\u7db2\u6c11\u7684\u5e74\u9f61\u3001\u559c\u597d\uff0c\u4ee5\u81f3\u5404\u6a23\u7684\u7279\u5fb5\u3002\u6bd4\u8d77\u50b3\u7d71\u7684\u8cfc\u8cb7\u6a21\u5f0f\uff0c\u6a5f\u5668\u5b78\u7fd2\u5728\u63a8\u7b97\u53d7\u773e\u5728\u4f55\u6642\u6703\u9032\u884c\u8cfc\u7269\u6703\u66f4\u52a0\u6e96\u78ba\u3002\u518d\u8209\u53e6\u4e00\u500b\u4f8b\u5b50\uff1a\u4eba\u5011\u5728\u4f55\u6642\u6703\u9810\u5b9a\u9910\u5ef3\uff0c\u4ec0\u9ebc\u6642\u5019\u6703\u8cfc\u8cb7\u5316\u599d\u54c1\uff0c\u53ea\u8981\u7d93\u904e\u96fb\u8166\u4e00\u9023\u4e32\u7684\u5206\u6790\uff0c\u5c31\u53ef\u4ee5\u66f4\u4f4e\u7684\u50f9\u683c\uff0c\u5728\u66f4\u9069\u5408\u7684\u6642\u9593\uff0c\u63a8\u64ad\u60a8\u7684\u5ee3\u544a\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. \u7a0b\u5e8f\u5316\u6236\u5916\u5ee3\u544a (pDOOH)<\/h2>\n\n\n\n<p>pDOOH \u5728\u8fd1\u5e7e\u5e74\u9593\u8001\u662f\u5e38\u51fa\u73fe\uff0cP\u662f\u4ee3\u8868Programmatic \u7a0b\u5e8f\u5316\uff0cDOOH\u662f\u4ee3\u8868\u6578\u78bc\u5316\u6236\u5916\u5ee3\u544a\u3002\u8fd1\u5e74\u4ee5\u7a0b\u5e8f\u5316\u4f5c\u4ea4\u6613\u7684\u6236\u5916\u5ee3\u544a\u7db2\u7d61\u5728\u5e02\u5834\u4e0a\u5f15\u8d77\u6975\u5927\u7684\u8ff4\u97ff\uff0c\u900f\u904eLED\u96fb\u8996\u5c4f\u5e55\u64ad\u653e\u52d5\u756b\u6216\u5f71\u97f3\u5ee3\u544a\u53bb\u63a5\u89f8\u6d41\u52d5\u7684\u6d88\u8cbb\u8005\u3002\u5728\u6b50\u7f8e\u5730\u5340 pDOOH\u7684\u5ee3\u544a\u677f\u9078\u64c7\u7e41\u591a\uff0c\u5305\u62ec\u6236\u5916\u53ca\u6236\u5167\u7684\u8eca\u7ad9\u3001\u6a5f\u5834\u3001\u5546\u5834\u3001\u516c\u8def\u65c1\u3001\u5927\u5ec8\u5916\u7246\uff0c\u751a\u81f3\u4e4e\u5be6\u9ad4\u5e97\u8ca8\u67b6\u7b49\uff0c\u7a2e\u985e\u591a\u6a23\u5316\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. \u806f\u7db2\u96fb\u8996 (Connected TV)<\/h2>\n\n\n\n<p>Connected TV\u7c21\u7a31\u70ba CTV\u3002\u96a8\u8457\u7db2\u7d61\u5e73\u53f0\u548c\u6578\u78bc\u5f71\u97f3\u6280\u8853\u7684\u767c\u5c55\uff0c\u7bc0\u76ee\u64ad\u653e\u4ee5\u524d\u5f9e\u96fb\u8996\u6a5f\u63a5\u6536\u7bc0\u76ee\uff0c\u5230\u6a5f\u9802\u76d2\uff0cXbox\uff0cPlaystation\uff0cAppleTV\u7b49\u4e32\u6d41\u8a2d\u5099\u3002CTV \u5728\u5916\u570b\u7684\u767c\u5c55\u975e\u5e38\u6210\u719f\uff0c \u7a0b\u5e8f\u5316\u5ee3\u544a\u53ef\u4ee5\u63a5\u89f8\u5230 CTV \u7528\u6236\uff0c\u6240\u4ee5\u5ee3\u544a\u5167\u5bb9\u6bd4\u8f03\u500b\u4eba\u5316\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. \u5168\u901a\u8def (Omnichannel)<\/h2>\n\n\n\n<p>\u5047\u82e5\u60a8\u5f9e\u4e8b\u5e02\u5834\u63a8\u5ee3\uff0c\u66fe\u7d93\u63a8\u51fa\u904e\u5927\u578b\u5ee3\u544a\u7b56\u5283\uff0c\u60a8\u5fc5\u5b9a\u7d93\u6b77\u904e\u7531\u7b56\u5283\u5230\u5831\u50f9\u5230\u63a8\u51fa\u4e4b\u9593\u7121\u9650\u8f2a\u8ff4\u7684\u6587\u4ef6\u8655\u7406\u7684\u60e1\u5922\u3002\u6bcf\u63a8\u51fa\u4e00\u500b\u5ee3\u544a\u7b56\u5283\uff0c\u5176\u4e2d\u727d\u6d89\u7684\u55ae\u4f4d\u5f88\u591a\uff0c\u5408\u7d04\u548c\u6587\u4ef6\u4e5f\u5f88\u8907\u96dc\uff0c\u6b65\u9a5f\u4e5f\u5f88\u7e41\u8907\u3002\u597d\u6d88\u606f\u662f\u5f9e\u53bb\u5e74\u958b\u59cb\uff0c\u900f\u904eDSP\u4eab\u6709\u5168\u901a\u8def Omnichannel\u7684\u512a\u52e2\uff0c\u60a8\u5c31\u53ef\u4ee5\u300c\u9375\u76e4\u5728\u624b\uff0c\u5929\u4e0b\u6211\u6709\u300d\uff0c\u4e26\u4e14\u53ef\u4ee5\u8cfc\u8cb7 pDOOH \u4f4d\u65bc\u6a5f\u5834\u3001\u5df4\u58eb\u7ad9\u3001\u5730\u9435\u7ad9\uff0c\u4ee5\u53ca\u6236\u5916\u5927\u578b LED \u5c4f\u5e55\u3002\u85c9\u8457Omnnichannel \u60a8\u4e5f\u53ef\u4ee5\u975e\u5e38\u9748\u6d3b\u5730\u64cd\u63a7\u8cfc\u8cb7\u4e0d\u540c\u7684\u5ee3\u544a\u683c\u5f0f\uff0c\u5982\u5716\u50cf\u3001\u539f\u751f\u3001\u8996\u983b\u3001\u97f3\u983b\u3001CTV \u548c OTT \u7b49\u3002\u81f3\u65bc\u5ee3\u544a\u7b56\u5283\u6700\u91cd\u8981\u7684\u6d3b\u52d5\u5831\u8868\uff0c\u4ea6\u56e0\u70ba Omnichannel\u7684\u51fa\u73fe\u800c\u7c21\u5316\u4e86\u539f\u4f86\u8907\u96dc\u7684\u7a0b\u5e8f\uff0c\u5728DSP\u7cfb\u7d71\u53ea\u9700\u4e00\u5206\u9418\u5c31\u53ef\u4ee5\u628a\u5831\u8868\u6574\u7406\u597d\u4e86\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6. \u5ba2\u6d41\u91cf\u8a08\u7b97 (Footfall Measurement)<\/h2>\n\n\n\n<p>\u50b3\u7d71\u5ee3\u544a\u662f\u55ae\u5411\u6027\u63a8\u5ee3\uff0c\u5ee3\u544a\u5546\u7121\u6cd5\u5f97\u77e5\u5230\u591a\u5c11\u9032\u5165\u5e97\u5167\u8cfc\u7269\u7684\u9867\u5ba2\u662f\u56e0\u70ba\u770b\u7f77\u96fb\u8996\u5ee3\u544a\u4e4b\u5f8c\u5e36\u4f86\u7684\u3002\u540c\u6a23\u5730\uff0c\u7db2\u4e0a\u5ee3\u544a\u5982\u679c\u4e0d\u662f\u6709\u7db2\u8cfc\u5e73\u53f0\uff0c\u6211\u5011\u4e5f\u96e3\u638c\u63e1 ROAS \u5ee3\u544a\u652f\u51fa\u56de\u5831\u7387\u3002\u8fd1\u5e74\uff0cFootfall Measurement \u5ba2\u6d41\u91cf\u8a08\u7b97\u7684\u51fa\u73fe\u5e36\u7d66\u6211\u5011\u591a\u4e00\u500b\u8a55\u6838\u5ee3\u544a\u6210\u6548\u7684\u53c3\u8003\uff0c\u8b93\u6211\u5011\u66f4\u6e05\u695a\u8b49\u660e OtoO (Online to Offline) \u7684\u5a01\u529b\u3002\u5ba2\u6d41\u91cf\u8a08\u7b97\u7684\u539f\u7406\u662f\u5728\u7528\u6236\u5141\u8a31\u4e0b\u904b\u7528\u200b\u5f9e APP (\u5305\u62ec\u5929\u6c23\u5de5\u5177 APP \u7b49)\u6536\u96c6\u56de\u4f86\u7684 location data \u5b9a\u4f4d\u6578\u64da\uff0c\u9019\u4e9b\u5b9a\u4f4d\u6578\u64da\u6703\u4ee5\u533f\u540d\u8655\u7406\u3002DSP \u53ef\u4ee5\u914d\u5408\u9019\u4e9b\u5b9a\u4f4d\u6578\u64da\uff0c\u628a\u5408\u9069\u7684\u5ee3\u544a\u767c\u653e\u7d66\u76ee\u6a19\u7fa4\uff0c\u5f9e\u800c\u8cab\u901a\u7dda\u4e0a\u3001\u7dda\u4e0b\u7684\u54c1\u724c\u8a0a\u606f\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7. \u5143\u5b87\u5b99 (Metaverse)<\/h2>\n\n\n\n<p>\u6bcf\u63d0\u8d77 Metaverse \u5143\u5b87\u5b99\uff0c\u60a8\u53ef\u80fd\u6703\u806f\u60f3\u5230\u525b\u6539\u540d\u7684 Facebook\u3002\u5176\u5be6\u5143\u5b87\u5b99\u7684\u610f\u601d\u662f\u4e00\u500b\u7acb\u9ad4\u7684\u865b\u64ec\u4e16\u754c\u3002\u4eba\u985e\u5c07\u53ef\u4ee5\u901a\u904eVR\/AR\u773c\u93e1\u3001\u624b\u6a5f\u3001\u500b\u4eba\u96fb\u8166\u548c\u96fb\u5b50\u904a\u6232\u6a5f\u9032\u5165\u4eba\u9020\u7684\u865b\u64ec\u4e16\u754c\u3002\u6240\u4ee5\u5c31\u7b97\u60a8\u4e0d\u60f3\u5229\u7528\u793e\u4ea4\u5a92\u9ad4\uff0c\u90fd\u4e00\u6a23\u53ef\u4ee5\u7dca\u8cbc\u6f6e\u6d41\uff0c\u5617\u8a66\u6c89\u6d78\u5f0f\u7684\u9ad4\u9a57\u3002\u7c21\u55ae\u5982\u653e\u4e00\u500b3D\u7269\u4ef6\u5728 Banner \u4e0a\uff0c\u90fd\u53ef\u4ee5\u76f4\u63a5\u8b93\u53d7\u773e\u611f\u53d7\u5230\u60a8\u7522\u54c1\u7684\u7acb\u9ad4\u611f\u3002\u6700\u53d7\u7528\u7684\u4f8b\u5b50\u5c31\u662f\u5bb6\u5c45\u8a2d\u8a08\uff0c\u8a66\u5e7b\u60f3\u4e0b\u7576\u60a8\u770b\u5230 Banner 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