\nCelebrele cookie-uri care au fost elemente esen\u0163iale ale advertisingului digital \u015fi prin care se urm\u0103reau \u015fi se stocau datelor utilizatorilor vor disp\u0103rea din 2022.<\/p>\n
\n\u201cLa revedere, 3rd party data! Hello, again, 1st party data! Pare c\u0103 ne \u00eentoarcem, \u00eentr-un fel, unde eram \u015fi-acum mul\u0163i, mul\u0163i ani, mai exact \u00eentr-o zon\u0103 de comunit\u0103\u0163i create \u00een platforme digitale care apar\u0163in brandurilor, care nu se mai \u00eent\u00e2mpl\u0103 doar \u00eentr-un feed \u015fi apoi dispar. Vorbim despre o tranzi\u0163ie c\u0103tre rela\u0163ii dintre brand \u015fi consumator de lung\u0103 durat\u0103 versus rela\u0163iile efemere (rela\u0163ii care dureaz\u0103 c\u00e2t o campanie pl\u0103tit\u0103)\u201d, spune Alexandra Caciur,Head of Data & Business Intelligence \u2013 Digitas Rom\u00e2nia.<\/p>\n
\n\u00cen condi\u0163iile acestei schimb\u0103ri radicale, industria de advertising vorbe\u015fte deja despre variante \u201ccookieless\u201d, care s\u0103 permit\u0103 \u00een continuare segment\u0103ri de audien\u0163\u0103, target\u0103ri precise, m\u0103sur\u0103tori clare, pe care doar mediul digital le poate oferi.<\/p>\n
\nUn cookie este o mic\u0103 bucat\u0103 de date stocate \u00een PC-ul utilizatorilor de c\u0103tre browser, \u00een timpul navig\u0103rii pe un web site. Aceast\u0103 mic\u0103 parte de date poate oferi beneficii at\u00e2t consumatorilor, c\u00e2t \u015fi brandurilor.<\/p>\n
\nPe m\u0103sur\u0103 ce industria renun\u0163\u0103 la cookie-uri, pot fi create noi ID-uri. \u00cen acest sens, au fost luate \u00een considerare ID-urile browserului \u015fi alte ID-uri controlate de client.<\/p>\n
\n\u201cVa cre\u015fte dependen\u0163a fa\u0163\u0103 de platformele care au preg\u0103tit deja ecosistemul necesar, a\u015fa c\u0103 putem livra \u00een continuare advertising profilat granular, cum ne-am obi\u015fnuit. Publisherii care nu au \u00eenc\u0103 un setup alternativ de profilare a audien\u0163ei vor fi, \u00eens\u0103, cei mai afecta\u0163i. \u00cen continuare, r\u0103m\u00e2ne solu\u0163ia target\u0103rii contextuale \u2013 care ne a\u015ftept\u0103m s\u0103 fie mai clar\u0103 \u015fi mai granular\u0103 fa\u0163\u0103 de cum o foloseam \u00een trecut\u201d, a explicat Alexandra Iord\u0103chescu, Brand Lead \u2013 Starcom Rom\u00e2nia.<\/p>\n
\n\u00cen acest context, companiile spun c\u0103 exist\u0103 \u015fi o noutate facilitat\u0103 de tehnologie: firmele nu mai sunt \u201dblocate\u201d \u00eentr-un singur website, ci baza de date de consumatori con\u0163ine date \u015fi semnale unificate din mai multe device-uri \u015fi poate chiar din mai multe platforme.<\/p>\n
\nAstfel, din punct de vedere tehnic, dispari\u0163ia cookie-urilor aduce beneficii at\u00e2t pentru publisher, c\u00e2t \u015fi pentru advertiser, cum ar fi: combaterea fraudei, controlul personal asupra datelor, mai pu\u0163in spam, mai mult\u0103 transparen\u0163\u0103.<\/p>\n
\n\u201cDin punctul de vedere al crea\u0163iei de con\u0163inut, noi vedem o uria\u015f\u0103 oportunitate de a crea pove\u015fti mai relevante, analiz\u00e2nd barierele, triggerele, interesele \u015fi comportamentul online al publicurilor – \u0163int\u0103 \u00een timp real, gener\u00e2nd mesaje contextualizate. Din aceea\u015fi nevoie de contextualizare, \u00eencuraj\u0103m parteneriatele de con\u0163inut bazate pe interesele targetului\u201d, spune Alexandra Caciur, Head of Data & Business Intelligence \u2013 Digitas Rom\u00e2nia.<\/p>\n
\n\u00cen fa\u0163a acestei schimb\u0103ri importante de pe pia\u0163a de advertising, agen\u0163iile Digitas \u015fi Publicis Media recomand\u0103 brand-urilor:<\/p>\n
\n1. S\u0103 construiasc\u0103 rela\u0163ii mai str\u00e2nse cu publicul lor (1st party data)
\n2. S\u0103 integreze \u00een analize \u015fi datele CRM
\n3. S\u0103 continue s\u0103 aduc\u0103 plus valoare prin con\u0163inut
\n4. S\u0103 valorifice parteneriatele locale \u015fi proiectele de con\u0163inut
\n5. S\u0103 r\u0103m\u00e2n\u0103 la curent cu trendurile \u015fi s\u0103 foloseasc\u0103 oportunit\u0103\u0163i mixte de comunicare<\/p>\n
\nPublicis Groupe Rom\u00e2nia include unele dintre cele mai puternice agen\u0163ii de marketing \u015fi comunicare de pe pia\u0163a local\u0103 Publicis, Leo Burnett, Saatchi&Saatchi+The Geeks, MSL The Practice, Zenith, Starcom, Spark Foundry \u015fi nou-lansata Digitas.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Celebrele cookie-uri care au fost elemente esen\u0163iale ale advertisingului digital \u015fi prin care se urm\u0103reau \u015fi se stocau datelor utilizatorilor vor disp\u0103rea p\u00e2n\u0103 \u00een 2022.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[7463,35606,13077,264],"class_list":["post-190785","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-advertising","tag-cookie","tag-disparitie","tag-utilizatori"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/190785","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=190785"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/190785\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=190785"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=190785"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=190785"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}