{"id":132065,"date":"2021-03-29T01:44:22","date_gmt":"2021-03-28T22:44:22","guid":{"rendered":"https:\/\/www.enerjigazetesi.ist\/?p=132065"},"modified":"2021-03-29T01:45:19","modified_gmt":"2021-03-28T22:45:19","slug":"dijital-reklamin-gelecegi-identity-weekte-masaya-yatirildi","status":"publish","type":"post","link":"https:\/\/www.enerjigazetesi.ist\/en\/dijital-reklamin-gelecegi-identity-weekte-masaya-yatirildi\/","title":{"rendered":"(Turkish) Dijital Reklam\u0131n Gelece\u011fi ‘Identity Week\u2019te Masaya Yat\u0131r\u0131ld\u0131"},"content":{"rendered":"

Sorry, this entry is only available in Turkish<\/a>. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language.<\/p>

<\/p>\n

Dijital reklam teknolojileri, 3’\u00fcnc\u00fc taraf \u00e7erezlerin yerini 1’inci taraf \u00e7erezlere b\u0131rakmas\u0131yla b\u00fcy\u00fck bir d\u00f6n\u00fc\u015f\u00fcm\u00fcn e\u015fi\u011finde. Adform\u2019un 09-11 Mart 2021 tarihleri aras\u0131nda d\u00fczenledi\u011fi \u00e7evrimi\u00e7i etkinli\u011fi Identity Week, ekosistemin \u00f6ne \u00e7\u0131kan t\u00fcm boyutlar\u0131n\u0131 ele alan konu ve konu\u015fmac\u0131lar\u0131yla sekt\u00f6r\u00fcn gelece\u011fine \u0131\u015f\u0131k tuttu.<\/strong><\/h1>\n

Dijital reklam teknolojileri<\/strong>nin \u00f6nc\u00fc ismi Adform, reklamverenler, ajanslar, yay\u0131nc\u0131lar<\/strong> ve ekosistemdeki di\u011fer payda\u015flar\u0131n<\/strong> kat\u0131l\u0131m\u0131 ile d\u00fczenledi\u011fi Adform, Identity Week<\/strong> etkinli\u011finde \"\"internet reklamc\u0131l\u0131\u011f\u0131ndaki son geli\u015fmeleri t\u00fcm boyutlar\u0131 ile ele ald\u0131. 09-11 Mart 2021<\/strong> tarihleri aras\u0131nda \u00e7evrimi\u00e7i<\/strong> d\u00fczenlenen ve etkinlikte 5 farkl\u0131 oturum ile \u201cyeni kimlik d\u00f6nemi\u201d<\/strong> konu\u015fuldu.<\/p>\n

Kullan\u0131c\u0131 verilerinin gizlili\u011fi<\/strong> konusunun son d\u00f6nemde \u00f6nem kazanarak bir pazarlama stratejisine<\/strong> d\u00f6n\u00fc\u015fmesi, web taray\u0131c\u0131 geli\u015ftiricileri<\/strong>nin 3’\u00fcnc\u00fc taraf \u00e7erezleri<\/strong> engellemesiyle sonu\u00e7land\u0131. Firefox<\/strong> ve Safari<\/strong>\u2019nin bu y\u00f6nde att\u0131\u011f\u0131 ad\u0131mlar\u0131, Google<\/strong> ve Apple<\/strong> da izliyor. Kullan\u0131c\u0131lar\u0131n ziyaret etmedi\u011fi web sitelerindeki \u00e7erezleri<\/strong> ifade eden 3’\u00fcnc\u00fc taraf \u00e7erezler<\/strong>, yerini ziyaret edilen sitelerdeki \u00e7erezler olan 1’inci tarafa<\/strong> b\u0131rak\u0131yor. Bu durum, t\u00fcm sekt\u00f6rde veri miktar\u0131n\u0131n azalaca\u011f\u0131<\/strong> endi\u015fesi yarat\u0131rken, etkinlikteki ana vurgu, 1’inci taraf \u00e7erezlerin<\/strong> daha kaliteli veri sa\u011flad\u0131\u011f\u0131<\/strong> y\u00f6n\u00fcnde oldu.<\/p>\n

Yeni d\u00f6nemde, web sitesi ziyaret\u00e7ileri<\/strong>nin siteler \u00fczerinde veri olu\u015fturulmas\u0131na izin verdikleri t\u00fcm eylemleri, reklam d\u00fcnyas\u0131<\/strong> i\u00e7in bir \u00f6l\u00e7\u00fct olacak ve veri kalitesinin artmas\u0131<\/strong>, reklamlar\u0131n da kullan\u0131c\u0131n\u0131n davran\u0131\u015flar\u0131, ilgi alanlar\u0131<\/strong> ve tercihleriyle<\/strong> daha \u00e7ok \u00f6rt\u00fc\u015fmesini sa\u011flayacak.<\/p>\n

K\u0131sa s\u00fcrede reklam t\u0131klanma oranlar\u0131 2 kat\u0131na kadar artt\u0131<\/strong><\/h2>\n

Etkinli\u011fin a\u00e7\u0131l\u0131\u015f oturumunda konu\u015fan Adform Kurucu Orta\u011f\u0131 Jacok Bak, birinci taraf verilerle ilgili \u00e7arp\u0131c\u0131 bir istatisti\u011fi de payla\u015ft\u0131. Adform platformunu kullanan ve tamamen birinci taraf \u00e7erezlere ge\u00e7en yay\u0131nc\u0131lar\u0131n, ge\u00e7en seneki Safari<\/strong> trafi\u011fine g\u00f6re CTR (reklam t\u0131klama oran\u0131) de\u011ferleri<\/strong>nin 2 kat\u0131na<\/strong> \u00e7\u0131karak, en yayg\u0131n kullan\u0131lan web taray\u0131c\u0131<\/strong> olan Google Chrome<\/strong>\u2019dakine yakla\u015ft\u0131\u011f\u0131n\u0131 belirtti.<\/p>\n

Bak, geli\u015fmeleri \u201c\u00c7erezler sayesinde veriler i\u00e7inde bir kullan\u0131c\u0131 kimli\u011fi olmas\u0131, olmamas\u0131ndan daha iyi\u201d<\/em> \u015feklinde de\u011ferlendirirken, yeni d\u00f6nemde reklamc\u0131 ve yay\u0131nc\u0131 aras\u0131nda 3 katman bulundu\u011funu<\/strong> belirtti. Bunlar\u0131 giri\u015f ID\u2019leri, sunucu \u00e7erezleri ve birinci taraf veri olarak \u00f6zetleyen Bak, birinci taraf \u00e7erezlerin g\u00fcncel avantajlar\u0131n\u0131 da a\u015fa\u011f\u0131daki \u015fekilde s\u0131ralad\u0131:<\/span><\/p>\n

– Yay\u0131nc\u0131lar i\u00e7in<\/strong>: Safari \u00fczerindeki sat\u0131\u015flar\u0131n artmas\u0131, gelece\u011fe haz\u0131r kurulumlar ve otomatik i\u015f ak\u0131\u015f\u0131<\/p>\n

– Reklamc\u0131lar i\u00e7in<\/strong>: Daha iyi Safari reklamc\u0131l\u0131\u011f\u0131, gelece\u011fe haz\u0131r bir teknoloji ve tercih edilen i\u015f ak\u0131\u015f\u0131<\/p>\n

Google\u2019\u0131n a\u00e7\u0131klamas\u0131yla ortaya \u00e7\u0131kan endi\u015feler giderildi<\/strong><\/h2>\n

Google\u2019\u0131n k\u0131sa s\u00fcre \u00f6nce yapt\u0131\u011f\u0131 a\u00e7\u0131klama da etkinlikte \u00f6nemli bir yer tuttu. Google, genel gidi\u015fat\u0131n gizlilik \u00f6ncelikli bir d\u00fcnyaya<\/strong> do\u011fru oldu\u011funu vurgularken, ge\u00e7ti\u011fimiz hafta \u00e7apraz (siteler aras\u0131) kimlik takibini ortadan kald\u0131raca\u011f\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131. Bu durum Google\u2019\u0131n bu d\u00f6n\u00fc\u015f\u00fcme sihirli bir \u00e7\u00f6z\u00fcm<\/strong> sunaca\u011f\u0131 beklentisi yaratm\u0131\u015ft\u0131. Ancak etkinlikte, durumla ilgili a\u015fa\u011f\u0131daki tespitler yap\u0131ld\u0131:<\/span><\/p>\n

– Farkl\u0131 sitelerde kullan\u0131lan Google kimlik do\u011frulamas\u0131<\/strong> art\u0131k reklam verisi<\/strong> ta\u015f\u0131mayacak.<\/p>\n

– Yay\u0131nc\u0131lar\u0131n a\u00e7\u0131k art\u0131rma, \u00e7oklu SSP ve do\u011frudan DSP\/PMP entegrasyonlar\u0131 kullanmas\u0131 sebebiyle, bu a\u00e7\u0131klama \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezlerden uzakla\u015fma d\u0131\u015f\u0131nda bir anlam ta\u015f\u0131m\u0131yor.<\/p>\n

– Uygulama ma\u011fazas\u0131ndaki mobil uygulamalardaki<\/strong> \u00e7erezler Google taraf\u0131ndan kontrol edilemiyor, bu sebeple mobil uygulamalar\u0131n bu sebeple ma\u011fazadan kald\u0131r\u0131lmas\u0131 s\u00f6z konusu de\u011fil.<\/p>\n

Birinci taraf \u00e7erezlerle ilgili yanl\u0131\u015f bilinenler<\/strong><\/h2>\n

Etkinlikte payla\u015f\u0131lan bir grafik ile birinci taraf \u00e7erezlerin kullan\u0131m\u0131nda<\/strong> kar\u015f\u0131la\u015f\u0131lmas\u0131 beklenen zorluklar\u0131n \u00e7\u00f6z\u00fcmleri de a\u00e7\u0131kland\u0131. Buna g\u00f6re birinci taraf veriler<\/strong> a\u015fa\u011f\u0131daki problemlere \u00e7\u00f6z\u00fcm olacak:<\/p>\n

– Safari ve Firefox\u2019ta kimlik verisi olmayacak<\/strong>: Birinci taraf \u00e7erezler t\u00fcm platformlarda \u00e7al\u0131\u015facak.<\/p>\n

– \u00c7erezler \u00f6l\u00fcyor<\/strong>: Bu do\u011fru de\u011fil, sadece kullan\u0131c\u0131yla ilgili kaliteli veri sa\u011flamayan<\/strong> ve veri \u00e7\u00f6pl\u00fc\u011f\u00fc<\/strong> yaratan \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezler<\/strong> ortadan kalk\u0131yor. Bunun yerini kullan\u0131c\u0131 eylemlerini daha iyi anlamay\u0131 sa\u011flayacak birinci taraf \u00e7erezler<\/strong> al\u0131yor.<\/p>\n

– Saydaml\u0131k ve veri s\u0131z\u0131nt\u0131s\u0131 endi\u015feleri<\/strong>: Yay\u0131nc\u0131 ve reklamc\u0131 aras\u0131nda saydaml\u0131k birinci taraf \u00e7erezlerle korunuyor ve yeni d\u00f6nemde, geli\u015fmi\u015f platformlar sayesinde<\/strong> veri s\u0131z\u0131nt\u0131s\u0131<\/strong>na yer yok.<\/p>","protected":false},"excerpt":{"rendered":"

Sorry, this entry is only available in Turkish. For the sake of viewer convenience, the content is shown below in the alternative language. You may click the link to switch the active language. Dijital reklam teknolojileri, 3’\u00fcnc\u00fc taraf \u00e7erezlerin yerini 1’inci taraf \u00e7erezlere b\u0131rakmas\u0131yla b\u00fcy\u00fck bir d\u00f6n\u00fc\u015f\u00fcm\u00fcn e\u015fi\u011finde. Adform\u2019un 09-11 Mart 2021 tarihleri aras\u0131nda d\u00fczenledi\u011fi […]<\/p>\n","protected":false},"author":1,"featured_media":132068,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[51,53,157],"tags":[88539,88538,88537,88536,34923,88535,65918],"views":62,"_links":{"self":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/132065"}],"collection":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/comments?post=132065"}],"version-history":[{"count":0,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/posts\/132065\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media\/132068"}],"wp:attachment":[{"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/media?parent=132065"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/categories?post=132065"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enerjigazetesi.ist\/en\/wp-json\/wp\/v2\/tags?post=132065"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}