{"id":2799,"date":"2017-06-08T15:20:13","date_gmt":"2017-06-08T12:20:13","guid":{"rendered":"https:\/\/egegen.com\/blog\/?p=2799"},"modified":"2017-06-15T10:08:59","modified_gmt":"2017-06-15T07:08:59","slug":"programatik-reklam-nedir","status":"publish","type":"post","link":"https:\/\/egegen.com\/blog\/programatik-reklam-nedir\/","title":{"rendered":"Programatik Reklam Nedir?"},"content":{"rendered":"

Programatik reklam nedir<\/strong>; internet reklamlar\u0131n\u0131n manuel d\u00fczenlenmedi\u011fi, insan g\u00fcc\u00fcne ve ili\u015fkisine dayanmad\u0131\u011f\u0131, teklif vermeyi ve almay\u0131 gerektirmedi\u011fi, sadece yaz\u0131l\u0131m vas\u0131tas\u0131yla yap\u0131lan reklamc\u0131l\u0131k t\u00fcr\u00fcne verilen isimdir. K\u0131sacas\u0131;\u00a0reklam al\u0131m-sat\u0131m s\u00fcrecinin insanlar aras\u0131nda\u00a0de\u011fil makineler\u00a0aras\u0131nda y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fc bu d\u00fczene Programatik reklam<\/strong> denir.<\/p>\n

Programatik reklamda teknolojik yaz\u0131l\u0131mlar vas\u0131tas\u0131yla daha \u00f6nceden belirlenen kriterlere uygun bi\u00e7imde se\u00e7ilen internet kullan\u0131c\u0131lar\u0131na, belli bir s\u00fcre zarf\u0131nda reklam g\u00f6sterilir. B\u00f6ylelikle reklamveren, DMP (Veri Y\u00f6netim Platformu) ve DSP (Talep Y\u00f6nl\u00fc Platform) datalar\u0131 ile davran\u0131\u015fsal ve demografik hedefleme ger\u00e7ekle\u015ftirebilir. Burada as\u0131l ama\u00e7; firman\u0131n istenen ROI (yat\u0131r\u0131m getirisi) hedefine ula\u015fmas\u0131d\u0131r.<\/p>\n

Programatik Reklam\u0131n \u00d6nemi<\/h2>\n

Progmatik reklam\u0131n \u00f6nemi: Verimlilik! Programatik reklamlardan \u00f6nce, internet reklamlar\u0131 insanlar taraf\u0131ndan haz\u0131rlan\u0131p sat\u0131n al\u0131n\u0131yordu. Tabii insan g\u00fcc\u00fc i\u015fin i\u00e7ine girince fiyat farkl\u0131l\u0131klar\u0131 ortaya \u00e7\u0131k\u0131yordu. Bu reklam teknolojisi, reklam sat\u0131n alma i\u015flemlerinde sistematik olarak \u00e7al\u0131\u015f\u0131r ve daha iyi verim al\u0131nmas\u0131n\u0131 sa\u011flar. Ayr\u0131ca insan eli de\u011fmeyece\u011finden \u00f6t\u00fcr\u00fc fiyat farkl\u0131l\u0131klar\u0131 ortadan kalkacakt\u0131r.<\/p>\n

Programatik reklam<\/strong> i\u015flemi, reklam\u0131n\u0131 satmak isteyen mecralar\u00a0ve reklam\u0131 sat\u0131n almak isteyen m\u00fc\u015fteriler ve ajanslar\u0131n\u00a0tek bir noktada bulu\u015ftu\u011fu ortak alan olarak d\u00fc\u015f\u00fcn\u00fclebilir. Bu reklamc\u0131l\u0131k t\u00fcr\u00fcnde reklamverenlerin ve ajanslar\u0131n \u00f6nceden belirledi\u011fi hedef kitleye daha uygun fiyatlarla ve daha fazla se\u00e7enekle ula\u015fma imkan\u0131 vard\u0131r.<\/p>\n

Bu reklamlarda yap\u0131lan ger\u00e7ek zamanl\u0131 tekliflendirme (RTB) se\u00e7ene\u011fiyle, dinamik g\u00f6rsel optimizasyon ve ki\u015fi baz\u0131nda hedefleme yapabilirsiniz. Bu da, reklamverenlerin istedikleri zaman istedikleri kullan\u0131c\u0131ya, do\u011fru mesaj ve do\u011fru teklifle eri\u015febilme imkan\u0131 sa\u011fl\u0131yor.<\/p>\n

Programatik Reklam \u0130\u015fleyisi Nas\u0131ld\u0131r?<\/h2>\n

Ad Exchange teknolojisinin kullan\u0131lmaya ba\u015flamas\u0131yla otomasyon ve ger\u00e7ek zamanl\u0131 hedefleme terimleri hayat\u0131m\u0131za girmi\u015f oldu. B\u00f6ylelikle dijital reklam g\u00f6sterimlerinde somut sonu\u00e7lar elde edebilmek ad\u0131na programatik reklamlar, kullan\u0131labilecek en g\u00fc\u00e7l\u00fc alan haline geldi. Bu reklam g\u00f6sterimlerinin i\u015fleyi\u015fini \u00f6ncelikle bir g\u00f6rsel ile, ard\u0131ndan bu\u00a0g\u00f6rselin ne anlama geldi\u011fini a\u00e7\u0131klayaca\u011f\u0131z.<\/p>\n

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    \n
  • Trading desk’i RTB bazl\u0131 envanter\u00a0havuzuna a\u00e7mak i\u00e7in DSP’nin kullan\u0131lmas\u0131 gerekmektedir. DSP vas\u0131tas\u0131yla farkl\u0131 platformlar \u00fczerinden reklam kampanyas\u0131na g\u00f6re filtreleme yap\u0131l\u0131yor ve sat\u0131n alma ger\u00e7ekle\u015fiyor.<\/li>\n
  • \u0130\u015fleyi\u015f sisteminde yer alan Ad Exchange’ler yay\u0131nc\u0131lar\u0131 bir arada toplayan sistemlerdir. Bu sistemler, envanterin al\u0131m sat\u0131m \u015fans\u0131n\u0131 sa\u011fl\u0131yor. RTB’de yer alan ve birim fiyat\u0131 y\u00fcksek olan reklam yay\u0131nlan\u0131yor.<\/li>\n
  • SSP’ler yay\u0131nc\u0131 siteleri konsolide ederek reklam g\u00f6sterilecek alanlar\u0131n hangi formatla ve \u00fccretle sat\u0131laca\u011f\u0131na dair teklif sunuyor.<\/li>\n
  • Veri sa\u011flay\u0131c\u0131lar vas\u0131tas\u0131yla hedef kitlenin g\u00f6r\u00fcnt\u00fcledi\u011fi envanter sat\u0131n al\u0131narak DMP yani hedeflemenin yap\u0131lmas\u0131n\u0131 sa\u011flayan platform ile g\u00f6sterim sa\u011flanabiliyor.<\/li>\n<\/ul>\n

    Do\u011fru kullan\u0131c\u0131ya do\u011fru reklam\u0131n g\u00f6sterilmesinin yan\u0131nda hedef kitledeki tekil eri\u015fim, t\u0131klanma, bounce rate oranlar\u0131 ve video izlenme ile ileti\u015fimi yap\u0131lan firmaya sa\u011flanan katma de\u011ferler programatik reklam<\/strong> g\u00f6sterimlerinin \u00f6ne \u00e7\u0131kan \u00f6zelliklerindendir.<\/p>\n

    Programatik Reklamlar Bizi Robotla\u015ft\u0131r\u0131yor Mu?<\/h3>\n

    Ne kadar yaz\u0131l\u0131m olarak tan\u0131mlansa da bu reklamlar i\u00e7in hala insan g\u00fcc\u00fcne ihtiya\u00e7 vard\u0131r. Reklam stratejilerini ve hedef kitleyi belirleme, reklam kampanyalar\u0131n\u0131n optimizasyonu gibi pek \u00e7ok \u00f6nemli a\u015fama manuel olarak yap\u0131lmaktad\u0131r. Ayr\u0131ca verilerin olu\u015fturulmas\u0131nda da yine insan g\u00fcc\u00fcne ihtiya\u00e7 vard\u0131r. Yani; hay\u0131r, robotla\u015ft\u0131rm\u0131yor cevab\u0131n\u0131 verebiliriz.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Programatik reklam nedir; internet reklamlar\u0131n\u0131n manuel d\u00fczenlenmedi\u011fi, insan g\u00fcc\u00fcne ve ili\u015fkisine dayanmad\u0131\u011f\u0131, teklif vermeyi ve almay\u0131 gerektirmedi\u011fi, sadece yaz\u0131l\u0131m vas\u0131tas\u0131yla yap\u0131lan reklamc\u0131l\u0131k t\u00fcr\u00fcne verilen isimdir. K\u0131sacas\u0131;\u00a0reklam al\u0131m-sat\u0131m s\u00fcrecinin insanlar aras\u0131nda\u00a0de\u011fil makineler\u00a0aras\u0131nda y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fc bu d\u00fczene Programatik reklam denir. Programatik reklamda teknolojik yaz\u0131l\u0131mlar vas\u0131tas\u0131yla daha \u00f6nceden belirlenen kriterlere uygun bi\u00e7imde se\u00e7ilen internet kullan\u0131c\u0131lar\u0131na, belli bir s\u00fcre zarf\u0131nda …<\/p>\n","protected":false},"author":19,"featured_media":2801,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[177],"tags":[],"_links":{"self":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/2799"}],"collection":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/comments?post=2799"}],"version-history":[{"count":0,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/posts\/2799\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media\/2801"}],"wp:attachment":[{"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/media?parent=2799"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/categories?post=2799"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/egegen.com\/blog\/wp-json\/wp\/v2\/tags?post=2799"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}