{"id":66663,"date":"2022-04-06T13:48:27","date_gmt":"2022-04-06T12:48:27","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=66663"},"modified":"2024-09-20T17:45:48","modified_gmt":"2024-09-20T16:45:48","slug":"cookies-are-dead-long-live-the-customer-data-platform-cdps-2","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/cookies-are-dead-long-live-the-customer-data-platform-cdps-2\/","title":{"rendered":"Cookies \u5df2\u6b7b\uff0c\u5ba2\u6237 Data \u5e73\u53f0\uff08CDP\uff09\u4e07\u5c81\uff01"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

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Managing Partner, Data Artefact \u8425\u9500\u4e1a\u52a1\u4e3b\u7ba1<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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

\u5728\u4ee5\u4e0b\u7f51\u7ad9\u4e0a\u9605\u8bfb\u6211\u4eec\u5173\u4e8e CDP \u7684\u6cd5\u6587\u6587\u7ae0<\/u><\/p>\n<\/div>

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\u4e0d\u5230 10 \u5e74\u524d\uff0cData \u7ba1\u7406\u5e73\u53f0\uff08DMP\uff09\u4e3a\u5927\u591a\u6570\u4e3b\u8981\u5e7f\u544a\u5546\u5b9e\u65bd data-driven \u6218\u7565\u63d0\u4f9b\u4e86\u4fbf\u5229\u3002\u4f46\u662f\uff0c\u7531\u4e8e DMP \u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u662f\u56f4\u7ed5\u7b2c\u4e09\u65b9 data\uff08cookies\uff09\u7684\u4f7f\u7528\u800c\u8bbe\u8ba1\u7684\uff0c\u56e0\u6b64\u5f53\u524d\u7684\u76d1\u7ba1\u548c\u6280\u672f\u73af\u5883\u6b63\u5728\u4f7f DMP \u9010\u6e10\u8fc7\u65f6\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u5982\u4eca\uff0c\u4f01\u4e1a\u8981\u60f3\u6709\u6240\u4f5c\u4e3a\uff0c\u5c31\u5fc5\u987b\u4e30\u5bcc\u81ea\u5df1\u7684 data \u8d44\u4ea7\uff0c\u8d62\u5f97 audience \u7684\u4fe1\u4efb\u3002\u4e3a\u5e94\u5bf9\u8fd9\u4e00\u6311\u6218\uff0c\u4f01\u4e1a\u5fc5\u987b\u914d\u5907\u4e13\u7528\u5de5\u5177\uff0c\u4ee5\u4fbf\u6309\u7167\u89c4\u5b9a\u6536\u96c6\u548c\u5904\u7406 first-party data \u4fe1\u606f\uff0c\u5e76\u52a0\u5f3a\u5176 audience \u7ec6\u5206\u80fd\u529b\u3002\u5ba2\u6237 Data \u5e73\u53f0\uff08CDP\uff09\u5df2\u6210\u4e3a\u5e7f\u544a\u5546\u548c\u5185\u5bb9\u63d0\u4f9b\u5546\u7684\u9996\u9009\u89e3\u51b3\u65b9\u6848\u3002.<\/p>\n<\/div>

\u6280\u672f\u548c\u76d1\u7ba1\u95ee\u9898\uff1a\u4e3a\u8fc7\u65f6\u7684 DMP \u6572\u54cd\u4e27\u949f<\/h2><\/div>

Safari\u3001Firefox \u548c\u5373\u5c06\u63a8\u51fa\u7684 Chrome \u6d4f\u89c8\u5668......\u4e16\u754c\u4e09\u5927\u4e3b\u6d41\u6d4f\u89c8\u5668\u5df2\u7ecf\u6216\u5373\u5c06\u53d6\u6d88\u4f7f\u7528\u7b2c\u4e09\u65b9 cookies\u3002\u5b83\u4eec\u7684\u6d88\u4ea1\u65f6\u95f4\u5b9a\u4e8e 2023 \u5e74\u3002\u81f3\u4e8e\u624b\u673a\uff0c\u81ea iOS 14.5 \u9ed8\u8ba4\u9009\u62e9\u9000\u51fa\u540e\uff0c\u5e7f\u544a ID \u7684\u4f7f\u7528\u5728 iPhone \u4e0a\u53d8\u5f97\u8d8a\u6765\u8d8a\u590d\u6742\u3002.<\/p>\n

\u4e0d\u4ec5\u662f\u7b2c\u4e09\u65b9 cookies\uff0c\u4e00\u822c\u7684 cookies \u4e5f\u8d8a\u6765\u8d8a\u5c11\u3002\u6b27\u6d32\u7684 GDPR \u52a0\u5f3a\u4e86\u6d88\u8d39\u8005\u5bf9\u5176\u4e2a\u4eba data \u7684\u6743\u5229\uff0c\u7279\u522b\u662f\u8981\u6c42\u5728\u653e\u7f6e\u548c\u4f7f\u7528 cookies \u65f6\u5f81\u5f97\u4e92\u8054\u7f51\u7528\u6237\u7684\u660e\u786e\u540c\u610f\u3002\u8fd9\u4e00\u89c4\u5b9a\u53cd\u6620\u4e86\u6d88\u8d39\u8005\u7684\u65b0\u671f\u671b\uff1a\u7531\u4e8e\u4fe1\u606f\u66f4\u52a0\u7075\u901a\uff0c\u5e76\u53d7\u5230\u5251\u6865\u5206\u6790\u516c\u53f8\u7b49\u4e11\u95fb\u7684\u5f71\u54cd\uff0c\u8bb8\u591a\u4eba\u62d2\u7edd\u5728\u6d4f\u89c8\u5668\u4e0a\u4f7f\u7528\u90e8\u5206\u6216\u5168\u90e8 cookies \u4fe1\u606f\u3002.<\/p>\n<\/div>

\u8fd9\u4e00\u5168\u7403\u8d8b\u52bf\u5bf9\u5e7f\u544a\u6d3b\u52a8\u7684 targeting \u548c\u6d4b\u91cf\u80fd\u529b\u4ea7\u751f\u4e86\u91cd\u5927\u5f71\u54cd\u3002\u8bb8\u591a\u5e7f\u544a\u5546\u6b63\u5728\u6216\u5df2\u7ecf\u5927\u91cf\u4f7f\u7528\u57fa\u4e8e\u7b2c\u4e09\u65b9 data \u586b\u5145\u7684\u7ec6\u5206\u5e02\u573a\u7684\u518d targeting \u548c\u4e0a\u4e00\u4ee3 DMP\u3002\u8fd9\u5c31\u662f cookies \u7684\u66ff\u4ee3\u54c1\u84ec\u52c3\u53d1\u5c55\u7684\u539f\u56e0\uff1a\u552f\u4e00 ID\u3001SSO \u6216\u4e0a\u4e0b\u6587 targeting\uff0c\u5982\u8c37\u6b4c\u6700\u8fd1\u63d0\u51fa\u7684\u66ff\u4ee3\u5176 FLoC \u7684 Topics\u3002.<\/p>\n

\u867d\u7136\u5b83\u4eec\u90fd\u9700\u8981\u7ecf\u8fc7\u6d4b\u8bd5\u548c\u7ec4\u5408\u624d\u80fd\u5e94\u5bf9\u65e0\u5e7f\u544a\u6311\u6218\uff0c\u4f46\u5173\u952e\u662f\u8981\u77e5\u9053\u5982\u4f55\u5145\u5206\u5229\u7528 first-party data \u7684\u6f5c\u529b\u3002\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48 CDP \u6216\u4e0b\u4e00\u4ee3 DMP \u6b63\u5728\u6210\u4e3a\u5e7f\u544a\u5546\u548c\u5185\u5bb9\u63d0\u4f9b\u5546\u7684\u5fc5\u5907\u5de5\u5177\u3002.<\/p>\n<\/div>

CDP\uff1a\u7528\u4e8e first-party data \u7684\u4e92\u8054\u5de5\u5177\u751f\u6001\u7cfb\u7edf<\/h2><\/div>

CDP \u53ef\u7528\u4e8e\u6536\u96c6\u3001\u5b58\u50a8\u3001\u5904\u7406\u3001\u4e30\u5bcc\u548c\u6fc0\u6d3b first-party data\uff0c\u4ee5\u53ca\u8861\u91cf\u6240\u91c7\u53d6\u7684\u884c\u52a8\u7684\u7ee9\u6548\u3002\u8fd9\u4e9b\u5e73\u53f0\u53ef\u5c06 data \u7528\u4e8e\u6240\u6709\u6e20\u9053\uff0c\u65e0\u8bba\u662f\u5a92\u4f53\u3001\u76f4\u9500\u8fd8\u662f\u7f51\u7ad9\u4e2a\u6027\u5316\u3002.<\/p>\n

\u8fd9\u4e00\u672f\u8bed\u6db5\u76d6\u4e24\u7c7b\u6280\u672f\u751f\u6001\u7cfb\u7edf\u3002\u4e00\u65b9\u9762\uff0c\u5e7f\u544a\u5546\u53ef\u4ee5\u4e3a\u81ea\u5df1\u914d\u5907\u5b8c\u6574\u7684\u5de5\u5177\u3002\u53e6\u4e00\u65b9\u9762\uff0cCDP \u53ef\u4ee5\u662f\u540c\u7c7b\u4ea7\u54c1\u4e2d\u7684\u4f7c\u4f7c\u8005\uff0c\u5373\u6839\u636e\u4e0d\u540c\u4f9b\u5e94\u5546\u63d0\u4f9b\u7684\u529f\u80fd\u7c7b\u578b\uff0c\u901a\u8fc7\u5c06\u5e02\u573a\u4e0a\u6700\u597d\u7684\u5de5\u5177\u76f8\u4e92\u8fde\u63a5\u800c\u8bbe\u8ba1\u51fa\u6765\u7684\u3002\u65e0\u8bba\u9009\u62e9\u54ea\u79cd\u6280\u672f\u89e3\u51b3\u65b9\u6848\uff0c\u90fd\u6ca1\u6709\u4e00\u79cd\u5de5\u5177\u80fd\u5b8c\u5168\u96c6\u6210\u5e7f\u544a\u5546\u6240\u671f\u671b\u7684\u6240\u6709\u529f\u80fd\u3002\u4e3a\u4e86\u5b9e\u73b0\u6240\u6709\u8fd9\u4e9b\u529f\u80fd\uff08\u6536\u96c6\u3001\u5b58\u50a8\u3001\u6fc0\u6d3b\u3001\u6d4b\u91cf\uff09\uff0cCDP \u5fc5\u987b\u5c06\u4e0d\u540c\u7684\u5de5\u5177\u4e92\u8054\u8d77\u6765\u3002.<\/p>\n<\/div>

\u65e0\u8bba\u9009\u62e9\u54ea\u79cd\u65b9\u6848\uff0cCDP \u90fd\u57fa\u4e8e\u4e24\u4e2a\u5173\u952e\u6982\u5ff5\u3002\u9996\u5148\uff0c\u5b83\u4eec\u80fd\u591f\u5c06 data \u53d1\u9001\u5230\u5404\u79cd\u5a92\u4f53\u6fc0\u6d3b\u3001\u7f51\u7ad9\u6216\u5e94\u7528\u7a0b\u5e8f\u7ba1\u7406\u6216\u76f4\u9500\u5de5\u5177\uff08\u7535\u5b50\u90ae\u4ef6\/\u547c\u53eb\u4e2d\u5fc3\/WhatsApp \u7b49\uff09\u3002\u56e0\u6b64\uff0c\u9009\u62e9 CDP \u7684\u9996\u8981\u524d\u63d0\u662f\u826f\u597d\u7684\u8fde\u63a5\u6027\u3002\u5ba2\u6237 Data \u5e73\u53f0\u8fd8\u5fc5\u987b\u9002\u5408\u53ef\u80fd\u7f3a\u4e4f\u6280\u672f\u719f\u7ec3\u7a0b\u5ea6\u7684\u4e0d\u540c\u90e8\u95e8\u4f7f\u7528\u3002.<\/p>\n

\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u7684\u4e3b\u8981\u76ee\u7684\u662f\u63d0\u4f9b\u7efc\u5408 data \u7684\u826f\u597d\u53ef\u89c6\u5316\u3001\u521b\u5efa\u9ad8\u7ea7\u5206\u5272\u3001\u4ea4\u53c9\u53c2\u8003\u6d4b\u91cf data \u7b49\u3002\u56e0\u6b64\uff0c\u8fd9\u4e9b\u5de5\u5177\u7684\u7528\u6237\u4f53\u9a8c\u53ca\u5176\u754c\u9762\u5fc5\u987b\u9002\u5408\u6240\u6709\u7c7b\u578b\u7684\u7528\u6237\u3002.<\/p>\n<\/div>

\u53d7\u4f17\u5f15\u64ce\uff1a\u5728\u7ade\u4e89\u4e2d\u8131\u9896\u800c\u51fa<\/h2><\/div>

\u53d7\u4f17\u7ec6\u5206\u662f CDP \u529f\u80fd\u7684\u4e00\u4e2a\u5f88\u597d\u7684\u4f8b\u5b50\uff0c\u5b83\u9700\u8981\u6dfb\u52a0\u516c\u53f8\u7279\u5b9a\u7684\u7b97\u6cd5\u3002\u8981\u5728\u6570\u5b57\u8425\u9500\u6d3b\u52a8\u4e2d\u5145\u5206\u5229\u7528 first-party data \u529f\u80fd\uff0c\u5c31\u5fc5\u987b\u80fd\u591f\u5efa\u7acb\u76f8\u5173\u3001\u72ec\u6709\u4e14\u6613\u4e8e\u6fc0\u6d3b\u7684\u7ec6\u5206\u5e02\u573a\u3002\u8fd9\u5c31\u662f audience \u5f15\u64ce\u7684\u4f5c\u7528\u3002.<\/p>\n<\/div>

\u5b83\u4eec\u53ef\u4ee5\u4f7f\u7528\u7b97\u6cd5\u5c06 data \u7ec4\u5408\u8d77\u6765\uff0c\u4ee5\u6ee1\u8db3\u4e0d\u540c\u7684\u9700\u6c42\uff08\u8bc4\u5206\u3001\u805a\u7c7b\u6216\u5916\u89c2\u76f8\u4f3c\u3001A\/B \u6d4b\u8bd5\uff09\u3002A\/B \u6d4b\u8bd5\u53ef\u4ee5\u7531\u6240\u4f7f\u7528\u7684\u5e73\u53f0\u76f4\u63a5\u63d0\u51fa\uff0c\u4e5f\u53ef\u4ee5\u7531\u5e7f\u544a\u5546\u4e3a\u5176\u5f00\u53d1\u3002\u73b0\u6210\u7684\u7b97\u6cd5\u5f88\u6709\u8da3\uff0c\u5c24\u5176\u662f\u5728\u5efa\u7acb\u521d\u59cb POC\uff08\u6982\u5ff5\u9a8c\u8bc1\uff09\u65f6\uff0c\u4f46\u6240\u6709\u7ade\u4e89\u8005\u90fd\u53ef\u4ee5\u4f7f\u7528\u8fd9\u4e9b\u7b97\u6cd5\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u57fa\u4e8e\u5148\u8fdb\u673a\u5668\u5b66\u4e60\u6280\u672f\u7684\u4e2a\u6027\u5316\u81ea\u5b66\u7b97\u6cd5\u53ef\u4ee5\u6355\u6349\u4e13\u6709 data \u7684\u6240\u6709\u7279\u6027\uff0c\u5e76\u4e0d\u65ad\u6539\u8fdb\u7ed3\u679c\u3002.<\/p>\n<\/div>

\u5728\u5f53\u4eca\u5feb\u901f\u53d1\u5c55\u7684 data \u73af\u5883\u4e2d\uff0cCDP \u662f\u53d1\u6325 first-party data \u6700\u5927\u6f5c\u529b\u7684\u91cd\u8981\u57fa\u7840\u3002\u5b83\u96c6\u4e2d\u4e86\u6240\u6709\u4e13\u6709 data \u5e76\u53ef\u8f7b\u677e\u6fc0\u6d3b\u3002. \u89c2\u4f17\u5f15\u64ce<\/a> \u548c\u6027\u80fd\u6d4b\u91cf\u89e3\u51b3\u65b9\u6848\uff0c\u7136\u540e\u4e3a\u5176\u589e\u6dfb\u66f4\u591a\u4ef7\u503c\u3002\u5b83\u4eec\u80fd\u4f18\u5316\u8425\u9500\u6295\u8d44\uff0c\u4e3a\u56e2\u961f\u8282\u7701\u65f6\u95f4\uff0c\u5e76\u4e3a\u672a\u6765\u7684\u6570\u5b57\u5e7f\u544a\u6d3b\u52a8\u63d0\u4f9b\u53ef\u884c\u7684\u89c1\u89e3\u3002\u7ed3\u679c\u5982\u4f55\uff1f\u5728\u65e5\u76ca\u590d\u6742\u7684 data \u73af\u5883\u4e2d\u83b7\u5f97\u771f\u6b63\u7684\u7ade\u4e89\u4f18\u52bf\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

\u5982\u4eca\uff0c\u5ba2\u6237 Data \u5e73\u53f0 (CDP) \u5df2\u6210\u4e3a\u5e7f\u544a\u5546\u548c\u5185\u5bb9\u63d0\u4f9b\u5546\u7684\u9996\u9009\u89e3\u51b3\u65b9\u6848\u3002.<\/p>","protected":false},"featured_media":66665,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[2997],"blog-language":[2991],"class_list":["post-66663","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\/66663","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\/66665"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=66663"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=66663"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=66663"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}