{"id":350418,"date":"2025-02-25T13:31:19","date_gmt":"2025-02-25T13:31:19","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=350418"},"modified":"2025-02-25T13:36:57","modified_gmt":"2025-02-25T13:36:57","slug":"privacy-the-state-of-digital-advertising-in-2025","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/privacy-the-state-of-digital-advertising-in-2025\/","title":{"rendered":"\u9690\u79c1\u3001Data \u548c\u6709\u6548\u6027\uff1a2025 \u5e74\u6570\u5b57\u5e7f\u544a\u7684\u73b0\u72b6"},"content":{"rendered":"

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1.\u73b0\u884c\u7acb\u6cd5\u4e0d\u53ef\u6301\u7eed<\/h2><\/div>

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2.\u5373\u5c06\u51fa\u53f0\u7684\u7acb\u6cd5<\/h2><\/div>

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3.\u8c37\u6b4c\u9690\u79c1\u6c99\u76d2\u7684\u53d1\u5c55<\/h2><\/div>

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<\/a><\/span><\/div>

\u6b64\u5916\uff0c\u4e00\u9879\u53d7\u4fdd\u62a4\u7684 API \u6848\u4f8b\u7814\u7a76\u4e5f\u8ba9\u6211\u611f\u5230\u60ca\u559c\uff0c\u5728\u8be5\u7814\u7a76\u4e2d\uff0c\u5e7f\u544a\u6295\u653e\u7684\u8868\u73b0\u4e0e\u5f53\u524d\u7684 retargeting \u7cfb\u7edf\u7c7b\u4f3c\uff0c\u5728\u67d0\u4e9b\u4f7f\u7528\u6848\u4f8b\u4e2d\u751a\u81f3\u4ea7\u751f\u4e86\u66f4\u9ad8\u7684\u70b9\u51fb\u7387\u3002\u4e00\u5e74\u524d\u8c01\u80fd\u60f3\u5230\u8fd9\u4e00\u70b9\uff01<\/p>\n<\/div>

4.Data \u9a71\u52a8\u7684\u89d2\u8272\u626e\u6f14\u5728\u5965\u53e4\u91cc<\/h2><\/div>

\u5965\u53e4\u91cc<\/em> \u63d0\u4f9b\u7684\u89e3\u51b3\u65b9\u6848 \u4ee5 \"\u89d2\u8272 \"\u800c\u4e0d\u662f \"\u4eba\u4e3a\u5bf9\u8c61<\/strong>, \u4ee5\u5ba2\u6237\u8c03\u67e5\u95ee\u5377\u4e3a\u57fa\u7840\u3002\u5b83\u8fd8\u6574\u5408\u4e86 data \u6765\u81ea\u4e0a\u4e0b\u6587\u7684\u6295\u6807\u8bf7\u6c42\u3001\u5f00\u653e\u6e90\u4ee3\u7801\u548c\u9690\u79c1\u6c99\u7bb1\u3002\u8fd9\u4e5f\u88ab\u79f0\u4e3a \u96f6\u65b9 data \u89e3\u51b3\u65b9\u6848<\/strong>. .\u5b83\u4f7f\u7528\u5ba2\u6237\u63d0\u4f9b\u7684 data \u4fe1\u606f\uff0c\u5e76\u5c06\u5176\u8f6c\u5316\u4e3a\u53ef\u7528\u4fe1\u606f\uff0c\u4f9b\u5e7f\u544a\u5546\u9488\u5bf9\u4e0d\u540c\u4eba\u7fa4\u8fdb\u884c\u6295\u653e\u3002.<\/p>\n

Data \u9a71\u52a8\u7684 \"\u89d2\u8272 \"\u662f\u5bf9\u4f20\u7edf\u65b9\u6cd5\u7684\u4e00\u79cd\u6709\u8da3\u7684\u8865\u5145\uff0c\u6211\u89c9\u5f97\u8fd9\u79cd\u65b9\u6cd5\u662f\u9762\u5411\u672a\u6765\u7684\u3002.<\/p>\n<\/div>

<\/a><\/span><\/div>

5.\u7535\u901a Data \u5c0f\u7ec4<\/h2><\/div>

\u7535\u901a<\/em> \u7528\u9014 \u5c0f\u7ec4\u95ee\u5377<\/strong> data<\/strong> \u76f4\u63a5\u5728\u5e73\u53f0\u4e2d\u5b9a\u4f4d\u548c\u6fc0\u6d3b audience\u3002\u5b83\u62e5\u6709\u8d85\u8fc7 10,000 \u79cd\u5ba2\u6237\u5c5e\u6027\uff08\u5747\u4e3a\u65e0\u719f\u5316\u5c5e\u6027\uff09\uff0c\u53ef\u901a\u8fc7\u503e\u5411\u6a21\u578b\u63d0\u9ad8\u8425\u9500\u6d3b\u52a8\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002\u53ef\u5bfb\u5740\u5e93\u5b58\u53ef\u4e0e\u56f4\u5899\u82b1\u56ed\u3001LiveRamp \u548c Zeotap \u7b49 data \u5408\u4f5c\u4f19\u4f34\u3001Quantcast \u7b49\u5f00\u653e\u5f0f\u4e92\u8054\u7f51\u4ee5\u53ca Airgrid \u7b49\u65e0 ID \u73af\u5883\u8fde\u63a5\u3002.<\/p>\n<\/div>

<\/a><\/span><\/div>

\u8be5\u4f7f\u7528\u6848\u4f8b\u6709\u6548\u8bc1\u660e\u4e86\u7ec6\u5206\u521b\u610f\u5bf9\u8f6c\u5316\u7387\u7684\u91cd\u5927\u5f71\u54cd\u3002.<\/p>\n<\/div>

6.\u7528 Just Eat \u5916\u5356\u8861\u91cf\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387<\/h2><\/div>

Just Eat Takeaway (JET)<\/em> \u4ed6\u5728 \u6574\u4f53\u8425\u9500\u6548\u679c\u8861\u91cf<\/strong>. .\u7136\u800c\uff0c\u7531\u4e8e data \u4fe1\u53f7\u4e22\u5931\uff0c\u9690\u79c1\u589e\u5f3a\u6280\u672f\u7684\u53d1\u5c55\u6b63\u5728\u5f71\u54cd\u6d4b\u91cf\u5de5\u4f5c\u3002.<\/p>\n<\/div>

<\/a><\/span><\/div>

\u4ed6\u4eec\u6848\u4f8b\u7684\u4e3b\u8981\u542f\u793a\uff1a\u4ed6\u4eec\u6ca1\u6709\u91c7\u7528\u5355\u4e00\u7684\u771f\u76f8\u8d44\u6599\u6765\u6e90\uff0c\u800c\u662f\u5efa\u7acb\u4e86\u4e00\u4e2a\u8d44\u6599\u6765\u6e90\u7cfb\u7edf\uff0c\u4ee5\u53d1\u6398\u771f\u76f8\u7684\u4e0d\u540c\u65b9\u9762--\u4ed6\u4eec\u79f0\u4e4b\u4e3a \"\u771f\u76f8\u7cfb\u7edf\"\u3002 \u8425\u9500\u6709\u6548\u6027\u6846\u67b6<\/strong>. .\u589e\u91cf\u5b9e\u9a8c\u662f\u6548\u679c\u8861\u91cf\u7684\u9ec4\u91d1\u6807\u51c6\u3002\u4e0e\u6b64\u540c\u65f6\uff0c\u4ee5\u9690\u79c1\u4e3a\u4e2d\u5fc3\u7684\u70b9\u51fb\u5f52\u56e0\u4ecd\u8db3\u4ee5\u5728\u8fd0\u8425\u5c42\u9762\u4e0a\u505a\u51fa\u6b63\u786e\u7684\u51b3\u7b56\u3002\u66f4\u4fbf\u6377\u3001\u66f4\u597d\u7684 MMM \u89e3\u51b3\u65b9\u6848\u53ef\u5e2e\u52a9\u8fdb\u884c\u7ec4\u5408\u5c42\u9762\u7684\u51b3\u7b56\u3002.<\/p>\n<\/div>

7.\u5e26 Jouw-ID \u7684 Data \u94b1\u5305<\/strong><\/h2><\/div>

\u5176\u4ed6\u52a0\u5f3a\u9690\u79c1\u4fdd\u62a4\u7684\u89e3\u51b3\u65b9\u6848\u5305\u62ec \u2018Jouw-ID\u2019\uff08\u53c8\u540d \u2018Datakluis\"\uff09\u7b49\u5e94\u7528\u7a0b\u5e8f\uff0c\u5ba2\u6237\u53ef\u4ee5\u5b8c\u5168\u63a7\u5236\u81ea\u5df1\u7684\u4e2a\u4eba data\uff0c\u5305\u62ec\u4eba\u53e3\u7edf\u8ba1\u3001\u5174\u8da3\u7231\u597d\u4ee5\u53ca\u5e0c\u671b\u4e0e\u4e4b\u5171\u4eab\uff08\u90e8\u5206\uff09data \u7684\u516c\u53f8\uff0c\u5982\u4e0b\u56fe\u6240\u793a\u3002.<\/p>\n<\/div>

<\/a><\/span><\/div>

Jouw-ID's<\/em> \u94b1\u5305\u5305\u62ec \u5ba3\u5e03 data\u3001\u884c\u4e3a data\u3001\u8eab\u4efd data<\/strong> \u5e76\u53ef\u80fd\u5305\u62ec \u7ecf\u6838\u5b9e\u7684\u5b98\u65b9\u8bb0\u5f55<\/strong> \u5982\u9a7e\u7167\u548c\u533b\u7597\u6587\u4ef6\u3002.<\/p>\n

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\u867d\u7136\u6211\u5f88\u6b23\u8d4f\u63a7\u5236\u7684\u60f3\u6cd5\uff0c\u4f46\u6211\u6709\u4e24\u4e2a\u987e\u8651\u3002\u9996\u5148\uff0c\u6211\u4e0d\u786e\u5b9a\u5ba2\u6237\u662f\u5426\u4f1a \u613f\u610f\u4fdd\u5b58\u5e76\u79ef\u6781\u7ba1\u7406\u81ea\u5df1\u7684\u8bb0\u5f55\u548c\u5174\u8da3\u7231\u597d<\/em>. .\u5982\u679c\u4ed6\u4eec\u80fd\u6beb\u4e0d\u8d39\u529b\u5730\u901a\u8fc7\u4e00\u6b21\u6216\u4e24\u6b21\u70b9\u51fb\u6765\u5b9e\u73b0\u8fd9\u4e00\u4f53\u9a8c\uff0c\u4e5f\u8bb8\u4f1a\u6709\u6548\u679c\u3002\u7b2c\u4e8c\u3001, \u5b89\u5168<\/em> \u8fd9\u662f\u4e00\u4e2a\u91cd\u5927\u95ee\u9898--\u4e00\u65e6\u6cc4\u9732\uff0c\u8eab\u4efd\u6ee5\u7528\u7684\u98ce\u9669\u5c06\u975e\u5e38\u5927\u3002.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>

8.DPG Media \u5982\u4f55\u5728\u4e0d\u65ad\u53d8\u5316\u7684\u6570\u5b57\u73af\u5883\u4e2d\u4e3a\u5e7f\u544a\u5546\u63d0\u4f9b\u652f\u6301<\/strong><\/h2><\/div>

DPG Media \u6b63\u5728\u5229\u7528\u5176 first-party data \u6280\u672f\u548c\u5e7f\u6cdb\u7684\u5a92\u4f53\u8986\u76d6\u8303\u56f4\uff0c\u79ef\u6781\u5e94\u5bf9\u4e0d\u65ad\u53d8\u5316\u7684\u6570\u5b57\u5e7f\u544a\u73af\u5883\u6240\u5e26\u6765\u7684\u6311\u6218\uff0c\u4e3a\u5e7f\u544a\u5ba2\u6237\u63d0\u4f9b\u7b26\u5408\u9690\u79c1\u6807\u51c6\u3001\u65e0 Cookie \u4e16\u754c\u7684\u652f\u6301\u3002\u4ee5\u4e0b\u662f\u4ed6\u4eec\u5982\u4f55\u5e94\u5bf9\u8fd9\u4e00\u8f6c\u53d8\uff1a<\/p>\n<\/div>

  • <\/i><\/span>
    \n
      \n
    • \u7b2c\u4e00\u65b9 Data \u6218\u7565\uff1a<\/strong> DPG Media \u901a\u8fc7\u5176\u591a\u6837\u5316\u7684\u65b0\u95fb\u5a92\u4f53\u3001\u6742\u5fd7\u3001\u5e7f\u64ad\u548c\u7535\u89c6\u7ec4\u5408\u6536\u96c6\u6709\u4ef7\u503c\u7684 first-party data \u4fe1\u606f\uff0c\u9f13\u52b1\u7528\u6237\u767b\u5f55\u4ee5\u5efa\u7acb\u5f3a\u5927\u7684 data foundation\u3002.<\/li>\n
    • \u7b26\u5408\u9690\u79c1\u6807\u51c6\u7684\u5b9a\u5411\u5e7f\u544a\uff1a<\/strong> \u5373\u4f7f\u5728\u6ca1\u6709\u7b2c\u4e09\u65b9 cookies \u7684\u4e16\u754c\u91cc\uff0c\u8be5\u516c\u53f8\u4e5f\u4f1a\u786e\u4fdd\u4ee5\u7b26\u5408\u9690\u79c1\u6807\u51c6\u7684\u65b9\u5f0f\u4f7f\u7528 data \u6765\u53d1\u5e03\u6709\u9488\u5bf9\u6027\u7684\u5e7f\u544a\u3002.<\/li>\n
    • \u2018\u53ef\u4fe1\u7f51\u7edc \u2019\u751f\u6001\u7cfb\u7edf<\/strong> DPG Media \u7684 \u2018\u53ef\u4fe1\u7f51\u7edc \u2019\u751f\u6001\u7cfb\u7edf\u5c06\u54c1\u724c\u7684\u5b89\u5168\u6027\u548c\u53ef\u9760\u6027\u653e\u5728\u9996\u4f4d\uff0c\u5229\u7528\u5148\u8fdb\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u786e\u4fdd\u5e7f\u544a\u65e2\u7b26\u5408\u54c1\u724c\u5b89\u5168\uff0c\u53c8\u4e0e\u4e0a\u4e0b\u6587\u76f8\u5173\u3002.<\/li>\n
    • \u6280\u672f\u6295\u8d44\uff1a<\/strong> DPG Media \u901a\u8fc7\u5bf9\u4ee5\u4e0b\u5de5\u5177\u7684\u6295\u8d44\u589e\u5f3a\u5176\u5e7f\u544a\u80fd\u529b \u5e7f\u544a\u7ba1\u7406\u5668<\/strong> (\u81ea\u52a9\u670d\u52a1\u5e73\u53f0\uff09\u3001, DataLab<\/strong> (\u5bf9\u9690\u79c1\u53cb\u597d\u7684 data \u5339\u914d\uff09\uff0c\u4ee5\u53ca \u8bbe\u8ba1<\/strong> (\u5e7f\u544a\u4f18\u5316\uff09\uff0c\u6240\u6709\u8fd9\u4e9b\u90fd\u6709\u52a9\u4e8e\u66f4\u6709\u6548\u548c\u9ad8\u6548\u5730\u7ba1\u7406\u5e7f\u544a\u6d3b\u52a8\u3002.<\/li>\n
    • \u8de8\u5a92\u4f53\u5b9a\u4f4d\u4e0e\u6218\u7565\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\uff1a<\/strong> DPG Media \u901a\u8fc7\u8de8\u5a92\u4f53 targeting \u4ee5\u53ca\u4e0e\u5bb6\u4e50\u798f\u7b49\u96f6\u552e\u5546\u7684\u5408\u4f5c\uff0c\u63d0\u9ad8\u4e86\u6d3b\u52a8\u7684\u6548\u679c\u3002.<\/li>\n
    • \u5f00\u62d3\u65b0\u7684\u6d4b\u91cf\u65b9\u6cd5\uff1a<\/strong> \u4ed6\u4eec\u5e26\u5934\u5b9e\u65bd\u5148\u8fdb\u7684\u6d4b\u91cf\u65b9\u6cd5\uff0c\u5982\u54c1\u724c\u63d0\u5347\u7814\u7a76\u3001\u6ce8\u610f\u529b\u6d4b\u91cf\u548c\u96f6\u552e\u5546\u9500\u552e\u63d0\u5347\uff0c\u4ee5\u51c6\u786e\u8bc4\u4f30\u8425\u9500\u6d3b\u52a8\u7684\u5f71\u54cd\u3002.<\/li>\n
    • \u9762\u5411\u672a\u6765\u7684\u6218\u7565\uff1a<\/strong> \u5f53\u5176\u4ed6\u516c\u53f8\u8fd8\u5728\u7b49\u5f85\u8c37\u6b4c\u7b49\u5927\u578b\u79d1\u6280\u516c\u53f8\u91c7\u53d6\u884c\u52a8\u65f6\uff0cDPG Media \u5df2\u7ecf\u5236\u5b9a\u4e86\u5177\u6709\u524d\u77bb\u6027\u7684\u6218\u7565\uff0c\u4ee5\u786e\u4fdd\u5728\u4e0d\u65ad\u53d8\u5316\u7684\u6570\u5b57\u73af\u5883\u4e2d\u7ee7\u7eed\u53d6\u5f97\u6210\u529f\u3002.<\/li>\n<\/ul>\n<\/div><\/li><\/ul>

      \u6700\u540e<\/h2><\/div>

      \u603b\u4e4b\uff0c\u8fd9\u6b21\u6d3b\u52a8\u4ece\u5e7f\u544a\u6d4b\u91cf\u7684\u591a\u4e2a\u6280\u672f\u89d2\u5ea6\u548c\u89c6\u89d2\u63d0\u4f9b\u4e86 audience \u89e3\u51b3\u65b9\u6848\u548c\u613f\u666f\uff0c\u662f\u4e00\u6b21\u9ad8\u7aef\u3001\u5168\u9762\u7684\u5e7f\u544a\u6280\u672f\u5cf0\u4f1a\u3002\u6211\u671f\u5f85\u7740\u660e\u5e74\u7684\u7b2c\u4e8c\u5c4a\u5cf0\u4f1a\uff0c\u770b\u770b\u6211\u4eec\u5c4a\u65f6\u7684\u8868\u73b0\u3002.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

      \u5728\u4ee5\u9690\u79c1\u4e3a\u4e2d\u5fc3\u7684\u63aa\u65bd\u7684\u63a8\u52a8\u4e0b\uff0c\u6570\u5b57\u5e7f\u544a\u548c\u6d4b\u91cf\u6b63\u5728\u5feb\u901f\u53d1\u5c55\u3002\u8fd9\u4e9b\u9a71\u52a8\u529b\u5305\u62ec\u4e0d\u65ad\u53d8\u5316\u7684\u7acb\u6cd5\u3001\u65e5\u76ca\u589e\u957f\u7684 data \u9053\u5fb7\u610f\u8bc6\u3001\u9690\u79c1\u589e\u5f3a\u6d4f\u89c8\u5668\u548c\u786c\u4ef6\u3001\u8c37\u6b4c\u9690\u79c1\u6c99\u76d2\u548c data \u51c0\u5ba4\u89e3\u51b3\u65b9\u6848\u7b49\u53d1\u5c55\u3002\u6b64\u5916\uff0c\u8fd8\u6709\u4e00\u4e9b \u2018\u65b0\u751f\u529b\u91cf \u2019\u63a8\u51fa\u4e86\u96f6\u65b9 data \u6280\u672f\uff0c\u5982\u4eba\u5de5\u667a\u80fd\u4ee3\u7406\u3001\u7528\u4e8e data \u6536\u96c6\u7684\u5ba2\u6237\u95ee\u5377\u8c03\u67e5\u3001\u4e2a\u4eba data \u94b1\u5305\uff08\u5ba2\u6237\u53ef\u4ee5\u63a7\u5236\u81ea\u5df1\u7684 data\uff09\u3002.<\/p>","protected":false},"featured_media":352809,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-350418","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog-category-data-marketing","blog-language-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/350418","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/352809"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=350418"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=350418"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=350418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}