{"id":71261,"date":"2023-07-04T14:14:44","date_gmt":"2023-07-04T13:14:44","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&p=71261"},"modified":"2024-09-20T17:45:57","modified_gmt":"2024-09-20T16:45:57","slug":"succesful-implementations-of-first-party-data-solutions-in-paid-search-sea-how-to-overcome-obstacles","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/succesful-implementations-of-first-party-data-solutions-in-paid-search-sea-how-to-overcome-obstacles\/","title":{"rendered":"\u5728\u4ed8\u8d39\u641c\u7d22\uff08SEA\uff09\u4e2d\u6210\u529f\u5b9e\u65bd first-party data \u89e3\u51b3\u65b9\u6848\uff1a\u5982\u4f55\u514b\u670d\u969c\u788d"},"content":{"rendered":"

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

\u59ae\u53ef-\u5e93\u73c0<\/h3><\/div>

SEA & Marketplaces \u9ad8\u7ea7\u987e\u95ee\u3002Artefact<\/p>\n<\/div><\/div><\/div>

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

\u5c3c\u514b-\u5965\u5c14\u7279\u6c83\u5c14\u7279<\/h3><\/div>

\u5e7f\u544a\u4e3b\u7ba1\uff0cAdwise<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u4f5c\u4e3a\u4e00\u540d\u7f51\u7edc\u8425\u9500\u4eba\u5458\uff0c\u6211\u4eec\u4e0d\u80fd\u518d\u62d0\u5f2f\u62b9\u89d2\u4e86\uff1a\u672a\u6765\u5c31\u5728 first-party data \u4e2d\u3002\u9664\u4e86\u8fd9\u79cd\u786e\u5b9a\u6027\uff0c\u6211\u4eec\u8fd8\u6709\u5f88\u591a\u4e0d\u77e5\u9053\u7684\u4e8b\u60c5\u3002\u5728\u5a01\u76db\u641c\u7d22\u5de5\u4f5c\u7ec4\u7684\u59ae\u53ef-\u5e93\u73c0\uff08Nicole Kuper\uff09\u548c\u5c3c\u514b-\u5965\u5c14\u7279\u6c83\u5c14\u7279\uff08Nick Oltvoort\uff09\u7684\u521d\u6b65\u7814\u7a76\u4e2d\uff0c\u5f88\u5feb\u5c31\u53d1\u73b0\u4ed6\u4eec\u7684\u8bb8\u591a\u4ed8\u8d39\u641c\u7d22\u540c\u884c\u90fd\u5bf9\u8fd9\u4e2a\u95ee\u9898\u5b58\u5728\u7591\u95ee\u3002\u4ece\u7b2c\u4e09\u65b9 data \u5230 first-party data \u7684\u8f6c\u53d8\u7a76\u7adf\u610f\u5473\u7740\u4ec0\u4e48\uff0c\u6709\u54ea\u4e9b\u89e3\u51b3\u65b9\u6848\uff0c\u5e94\u8be5\u4ece\u54ea\u91cc\u5165\u624b\uff1f\u201c\u4e3a\u4e86\u56de\u7b54\u8fd9\u4e9b\u95ee\u9898\uff0c\u6211\u4eec\u9996\u5148\u7ed8\u5236\u4e86\u6700\u5927\u7684 first-party data \u969c\u788d\u548c\u89e3\u51b3\u65b9\u6848\u56fe\u3002\u8fd9\u5e76\u4e0d\u662f\u56e0\u4e3a\u6211\u4eec\u638c\u63e1\u4e86\u6240\u6709\u7684\u5185\u90e8\u77e5\u8bc6\uff0c\u800c\u4e3b\u8981\u662f\u4e3a\u4e86\u5411\u4f60\u4eec\u8868\u660e\uff0c\u4f60\u4eec\u7684\u4e1c\u5357\u4e9a\u540c\u884c\u4e5f\u6709\u540c\u6837\u7684\u95ee\u9898\u3002\u4e8b\u5b9e\u4e0a\uff0c\u8fd8\u6709\u5f88\u591a\u95ee\u9898\u5c1a\u4e0d\u6e05\u695a\u3002\u4f46\u662f\uff0c\u5982\u679c\u6211\u4eec\u8054\u5408\u8d77\u6765\uff0c\u5c31\u80fd\u5171\u540c\u63d0\u51fa\u5f88\u597d\u7684\u89e3\u51b3\u65b9\u6848\u3002.<\/p>\n

\u672c\u6587\u5c06\u5168\u9762\u6982\u8ff0\u5728\u4ed8\u8d39\u641c\u7d22 (SEA) \u4e2d\u5b9e\u65bd first-party data \u89e3\u51b3\u65b9\u6848\u65f6\u9047\u5230\u7684\u969c\u788d\u3002\u6211\u4eec\u8fd8\u5206\u4eab\u4e86\u5e94\u5bf9\u8fd9\u4e9b\u969c\u788d\u7684\u6280\u5de7\u4ee5\u53ca\u73b0\u6709 first-party data \u89e3\u51b3\u65b9\u6848\u7684\u6982\u8ff0\uff0c\u4ee5\u4fbf\u60a8\u53ef\u4ee5\u7acb\u5373\u5f00\u59cb\u5b9e\u65bd\uff01<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u201c\u201c\u5982\u679c\u8c37\u6b4c\u5728 2024 \u5e74\u52a0\u5165\u82f9\u679c\u548c Mozilla \u7684\u884c\u5217\uff0c\u62e5\u6709 66% \u7684\u7528\u6237\uff0c\u800c\u6211\u4eec\u5728\u6b64\u671f\u95f4\u6ca1\u6709\u91c7\u53d6\u66ff\u4ee3\u6218\u7565\u6216\u627e\u5230\u65b0\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u8fd9\u5c06\u5bf9\u6211\u4eec\u7684\u5e7f\u544a\u4e1a\u7ee9\u4ea7\u751f\u91cd\u5927\u5f71\u54cd\u201d\u3002\u201d<\/div>\n<\/div>

1.\u5bfc\u8a00--\u9690\u79c1\u4f18\u5148<\/h2><\/div>

\u4f46\u9996\u5148\uff0c\u8ba9\u6211\u4eec\u56de\u987e\u4e00\u4e0b\u3002first-party data \u7684\u6545\u4e8b\u7a76\u7adf\u59cb\u4e8e\u4f55\u5904\uff0c\u539f\u56e0\u4f55\u5728\uff1f\u5c3d\u7ba1\u4e4b\u524d\u6709 cookie \u7acb\u6cd5\uff0c\u4f46\u53d8\u5316\u771f\u6b63\u5f00\u59cb\u4e8e\u9690\u79c1\u7acb\u6cd5\u7684\u53d8\u5316\u30022018 \u5e74 5 \u6708 25 \u65e5\uff0cAVG \u5f00\u59cb\u9002\u7528\uff0c\u5728\u6b27\u6d32\u4e5f\u88ab\u79f0\u4e3a GDPR\u3002\u540c\u610f\u548c\u900f\u660e \u2018\u662f\u8be5\u6cd5\u5f8b\u7684\u6838\u5fc3\u3002\u8fd9\u610f\u5473\u7740\u7528\u6237\u5fc5\u987b\u77e5\u9053\u662f\u5426\u4f7f\u7528\u4e86\u6807\u8bc6\u7b26\uff0c\u4ee5\u53ca\u54ea\u4e9b\u4e2a\u4eba data \u4f1a\u88ab\u5904\u7406\u3001\u5b58\u50a8\uff0c\u7136\u540e\u7528\u4e8e\uff08\u518d\uff09targeting \u548c\u5e7f\u544a\u7b49\u76ee\u7684\u3002\u6b64\u5916\uff0c\u7528\u6237\u5fc5\u987b\u80fd\u591f\u4e3b\u52a8\u8868\u660e\u81ea\u5df1\u662f\u5426\u613f\u610f\u5b58\u50a8\u5176\u4e2a\u4eba data\u3002.<\/p>\n

\u7531\u4e8e\u8fd9\u4e9b\u53d8\u5316\u7684\u5b9e\u65bd\uff0c\u8bb8\u591a\u5927\u516c\u53f8\u4e0d\u5f97\u4e0d\u505a\u51fa\u8c03\u6574\u3002Safari \uff08\u82f9\u679c\uff09\u548c Firefox \uff08\u706b\u72d0\uff09\u5df2\u7ecf\u51b3\u5b9a\u5728 2019 \u5e74\u548c 2020 \u5e74 \u2018\u9ed8\u8ba4 \u2019\u5c4f\u853d\u7b2c\u4e09\u65b9 cookies\uff0c\u4ee5\u4fdd\u62a4\u6240\u6709\u7528\u6237\uff0c\u5c24\u5176\u662f\u81ea\u5df1\u3002\u8c37\u6b4c Chrome \u6d4f\u89c8\u5668\u4e5f\u8ba1\u5212\u901a\u8fc7 \"\u9690\u79c1\u6c99\u76d2\"\uff08Privacy Sandbox\uff09\u91c7\u53d6\u540c\u6837\u7684\u63aa\u65bd\uff0c\u4f46\u8fd8\u9700\u8981\u4e00\u6bb5\u65f6\u95f4\u3002\u6700\u521d\u5ba3\u5e03\u7684\u8ba1\u5212\u662f 2022 \u5e74\uff0c\u4f46\u73b0\u5728\u5df2\u7ecf\u53d8\u6210\u4e86 2024 \u5e74\u5e95\u3002\u82f9\u679c\u516c\u53f8\u4e5f\u51b3\u5b9a\u5728\u65b0\u7684 iOS 14.5 \u66f4\u65b0\u4e2d\u7ed9\u4e88\u7528\u6237\u66f4\u591a\u63a7\u5236\u6743\u3002\u4f8b\u5982\uff0c\u6bcf\u4e2a\u5e94\u7528\u7a0b\u5e8f\u90fd\u5fc5\u987b\u901a\u8fc7\u5f39\u51fa\u5f0f\u7a97\u53e3\u8be2\u95ee\u7528\u6237\u662f\u5426\u53ef\u4ee5\u901a\u8fc7\u5404\u79cd\u7b2c\u4e09\u65b9\u5e94\u7528\u7a0b\u5e8f\u548c\u7f51\u7ad9\u5bf9\u5176\u8fdb\u884c\u8ffd\u8e2a\u3002\u8fd9\u4e2a\u4e3b\u52a8\u95ee\u9898\u4f1a\u8ba9\u5f88\u591a\u7528\u6237\u62d2\u7edd\u63a5\u53d7\u3002.<\/p>\n

\u901a\u8fc7\u89e3\u51b3\u6d4f\u89c8\u5668\u548c\u5e94\u7528\u7a0b\u5e8f\u7684\u9690\u79c1\u95ee\u9898\uff0c\u524d\u95e8\u6b63\u5728\u5173\u95ed\u3002\u8fd9\u6837\uff0c\u5e7f\u544a\u5e73\u53f0\u5c31\u53ef\u4ee5\u8ffd\u8e2a\u66f4\u5c11\u7684\u7528\u6237\uff0c\u4f7f\u7528\u66f4\u5c11\u7684\u6807\u8bc6\u7b26\u3002\u5982\u679c\u8c37\u6b4c\u5728 2024 \u5e74\u52a0\u5165\u82f9\u679c\u548c Mozilla \u7684\u884c\u5217\uff0c\u63a8\u51fa Chrome \u6d4f\u89c8\u5668\uff08\u5360\u6240\u6709\u7528\u6237\u7684 66%\uff09\uff0c\u5e7f\u544a\u5546\u5c06\u9519\u8fc7\u5927\u91cf data \u7684\u7528\u6237\uff0c\u8fd9\u5c06\u5bf9\u6211\u4eec\u7684\u5e7f\u544a\u6548\u679c\u4ea7\u751f\u91cd\u5927\u5f71\u54cd\u3002\u4f46\u662f\uff0c\u5982\u679c\u6211\u4eec\u5728\u6b64\u671f\u95f4\u4e0d\u91c7\u53d6\u66ff\u4ee3\u6218\u7565\u548c\u65b0\u7684\u89e3\u51b3\u65b9\u6848\uff0c\u8fd9\u79cd\u60c5\u51b5\u5c31\u4f1a\u53d1\u751f\u3002\u90a3\u4e48\uff0c\u6211\u4eec\u8be5\u5982\u4f55\u5229\u7528\u8fd9\u4e00\u70b9\u5462\uff1f\u91c7\u7528 first-party data \u6218\u7565\u7684\u6700\u5927\u969c\u788d\u662f\u4ec0\u4e48\uff1f<\/p>\n

\u6211\u4eec\u5728\u4e00\u9879\u8c03\u67e5\u4e2d\u8be2\u95ee\u4e86\u540c\u884c\u3002<\/p>\n<\/div>

2.\u6700\u5927\u7684\u969c\u788d first-party data<\/h2><\/div>

\u5728\u5b9e\u65bd first-party data \u89e3\u51b3\u65b9\u6848\u65f6\u4f1a\u9047\u5230\u8bb8\u591a\u969c\u788d\u3002\u4e0d\u5c11\u4e8e 95% \u7684\u53d7\u8bbf\u8005\u8868\u793a\u4ed6\u4eec\u9047\u5230\u4e86\u95ee\u9898\u3002\u53e6\u6709 63% \u5bf9\u5176\u516c\u53f8\u5185\u90e8\uff08\u5305\u62ec\u673a\u6784\u548c\u5ba2\u6237\uff09\u91c7\u7528\u89e3\u51b3\u65b9\u6848\u7684\u901f\u5ea6\u4e0d\u6ee1\u610f\u3002\u6240\u6709\u53d7\u8bbf\u8005\u90fd\u5df2\u8fc8\u51fa\u4e86\u5b9e\u65bd\u7684\u7b2c\u4e00\u6b65\u3002\u6b64\u5916\uff0c79% \u5df2\u7ecf\u5728\u8fdb\u884c\u96c6\u6210\u5de5\u4f5c\uff0c\u5176\u4e2d 26% \u975e\u5e38\u79ef\u6781\u3002\u6709 21% \u56e0\u5185\u90e8\u8fdb\u7a0b\u7f13\u6162\u800c\u65e0\u6cd5\u5b9e\u65bd\u6218\u7565\u3002\u6700\u5927\u7684\u969c\u788d\u4f3c\u4e4e\u5728\u4e8e\u6280\u672f\u5b9e\u65bd\u4ee5\u53ca data \u548c\u5f00\u53d1\u56e2\u961f\u7684\u53ef\u7528\u6027\uff0c\u4f46\u8be5\u4e3b\u9898\u7684\u590d\u6742\u6027\u4e5f\u8d77\u7740\u91cd\u8981\u4f5c\u7528\u3002\u4ee5\u4e0b\u662f\u8c03\u67e5\u7ed3\u679c\u3002.<\/p>\n<\/div>

<\/span><\/div>

\u60a8\u8ba4\u8bc6\u5230\u8fd9\u4e9b\u969c\u788d\u4e86\u5417\uff1f\u4e0b\u9762\u6211\u4eec\u5c06\u9010\u4e00\u8ba8\u8bba\uff0c\u5e76\u63d0\u4f9b\u4e00\u4e9b\u5efa\u8bae\u3002.<\/p>\n<\/div>

data- \u548c\u5f00\u53d1\u56e2\u961f\u7684\u6280\u672f\u5b9e\u65bd\u548c\u53ef\u7528\u6027<\/h3><\/div>

\u6700\u5927\u7684\u969c\u788d\u5728\u4e8e first-party data \u89e3\u51b3\u65b9\u6848\u7684\u6280\u672f\u5b9e\u65bd\u3002\u76ee\u524d\u6240\u6709\u7684\u89e3\u51b3\u65b9\u6848\u90fd\u9700\u8981\u6280\u672f\u80fd\u529b\uff0c\u9700\u8981\u5f00\u53d1\u4eba\u5458\u3001data \u4e13\u5bb6\u548c SEA \u4e13\u5bb6\u4e4b\u95f4\u7684\u826f\u597d\u5408\u4f5c\u3002\u7531\u4e8e\u7f3a\u4e4f\u8fd9\u79cd\u5408\u4f5c\uff0c\u7b79\u5907\u65f6\u95f4\u5f80\u5f80\u8f83\u957f\uff0c\u800c\u4e14 first-party data \u5728 data \u548c\u5f00\u53d1\u56e2\u961f\u4e2d\u5f80\u5f80\u6ca1\u6709\u5f97\u5230\u8db3\u591f\u7684\u91cd\u89c6\u3002\u6bcf\u4e2a\u4eba\u90fd\u5fc5\u987b\u638c\u63e1\u8db3\u591f\u7684\u77e5\u8bc6\uff0c\u4ee5\u5b9e\u73b0\u5171\u540c\u7684\u76ee\u6807\u3002.<\/p>\n

\u5c0f\u8d34\u58eb<\/strong> \u7f16\u5199\u4e00\u4efd\u5546\u4e1a\u6848\u4f8b\uff0c\u91cd\u70b9\u8bf4\u660e first-party data \u89e3\u51b3\u65b9\u6848\u80fd\u591f\u5e26\u6765\u54ea\u4e9b\u76ca\u5904\uff0c\u4ee5\u53ca\u5982\u679c\u4e0d\u4f7f\u7528\u8be5\u89e3\u51b3\u65b9\u6848\u4f1a\u4ea7\u751f\u54ea\u4e9b\u5f71\u54cd\u3002\u7136\u540e\u5728\u7ec4\u7ec7\u5185\u90e8\u8fdb\u884c\u4ecb\u7ecd\uff0c\u4ee5\u8bf4\u670d\uff08\u5185\u90e8\uff09\u5229\u76ca\u76f8\u5173\u8005\u76f8\u4fe1\u5176\u7d27\u8feb\u6027\uff0c\u5c24\u5176\u662f\u5728 data \u56e2\u961f\u4ee5\u5916\u7684\u5229\u76ca\u76f8\u5173\u8005\u4e2d\u83b7\u5f97\u8db3\u591f\u7684\u652f\u6301\u3002.<\/p>\n<\/div>

\u8bfe\u9898\u590d\u6742\uff0c\u77e5\u8bc6\u4e0d\u8db3<\/h3><\/div>

\u6709\u8bb8\u591a first-party data \u89e3\u51b3\u65b9\u6848\uff0c\u5b83\u4eec\u56e0\u5e7f\u544a\u5e73\u53f0\u800c\u5f02\u3002\u6b64\u5916\uff0c\u8fd8\u6709\u5f88\u591a\u4e0d\u786e\u5b9a\u56e0\u7d20\uff0c\u8fd9\u4e9b\u56e0\u7d20\u7ed3\u5408\u5728\u4e00\u8d77\uff0c\u4f7f\u8fd9\u4e2a\u95ee\u9898\u53d8\u5f97\u590d\u6742\u3002\u7a76\u7adf\u6709\u54ea\u4e9b\u89e3\u51b3\u65b9\u6848\uff0c\u54ea\u4e9b\u65b9\u6848\u5e94\u5f97\u5230\u6700\u4f18\u5148\u8003\u8651\uff0c\u7d27\u8feb\u6027\u6709\u591a\u9ad8\uff0c\u8fd9\u4e9b\u95ee\u9898\u4e5f\u5e76\u4e0d\u603b\u662f\u5f88\u6e05\u695a\u3002\u8fd9\u4e5f\u610f\u5473\u7740\u4e13\u5bb6\u548c\u5229\u76ca\u76f8\u5173\u8005\u5f80\u5f80\u7f3a\u4e4f\u76f8\u5173\u77e5\u8bc6\uff0c\u65e0\u6cd5\u5236\u5b9a\u51fa\u5408\u7406\u7684\u6218\u7565\u3002\u5728\u672c\u6587\u5e95\u90e8\uff0c\u60a8\u53ef\u4ee5\u627e\u5230\u4e00\u4efd\u6e05\u5355\uff0c\u5e2e\u52a9\u60a8\u76f4\u89c2\u4e86\u89e3\u6bcf\u4e2a\u89e3\u51b3\u65b9\u6848\u7684\u590d\u6742\u6027\uff0c\u5e76\u9010\u6b65\u89e3\u91ca\u5982\u4f55\u5b9e\u65bd\u3002\u4e3a\u4e86\u5e2e\u52a9\u60a8\u5f00\u59cb\u5de5\u4f5c\uff0c\u6211\u4eec\u8fd8\u4e3a\u89e3\u51b3\u65b9\u6848\u8d34\u4e0a\u4e86 \u2018\u4f18\u5148\u6807\u7b7e\u2019\u3002.<\/p>\n

\u5c0f\u8d34\u58eb<\/strong> \u5bf9\u5404\u79cd\u89e3\u51b3\u65b9\u6848\u8fdb\u884c\u521d\u6b65\u7814\u7a76\uff0c\u81ea\u5df1\u6df1\u5165\u4e86\u89e3\u5176\u4f18\u7f3a\u70b9\u3002\u6b64\u5916\uff0c\u8fd8\u8981\u5bc6\u5207\u5173\u6ce8\u6709\u5173\u9690\u79c1\u548c first-party data \u7684\u5e02\u573a\u52a8\u6001\uff0c\u4ee5\u4fbf\u5728\u60c5\u51b5\u53d1\u751f\u53d8\u5316\u65f6\u53ca\u65f6\u505a\u51fa\u8c03\u6574\u3002\u8003\u8651\u82f9\u679c\u548c\u8c37\u6b4c\u7684\u8ba1\u5212\u3001\u7acb\u6cd5\u7684\u53d1\u5c55\u4ee5\u53ca\u5176\u4ed6\u5404\u65b9\u6b63\u5728\u8ba8\u8bba\u7684\u89e3\u51b3\u65b9\u6848\u3002\u53c2\u8003\u535a\u5ba2\u3001\u8c37\u6b4c\u6587\u6863\u6216\u76f8\u5173\u4e13\u5bb6\u7684\u610f\u89c1\uff0c\u63d0\u9ad8\u81ea\u5df1\u7684\u77e5\u8bc6\u6c34\u5e73\u3002\u7136\u540e\u5f00\u59cb\u8d77\u8349\u548c\u5236\u5b9a\u6218\u7565\u3002.<\/p>\n<\/div>

\u6cd5\u5f8b<\/h3><\/div>

\u7b2c\u4e00\u65b9 data \u89e3\u51b3\u65b9\u6848\u4f7f\u7528\u4e2a\u4eba data \u548c\/\u6216\u6807\u8bc6\u7b26\uff0c\u56e0\u6b64\u5fc5\u987b\u9075\u5b88 GDPR \u6cd5\u89c4\u3002\u56e0\u6b64\uff0c\u60a8\u5fc5\u987b\u59cb\u7ec8\u83b7\u5f97\u660e\u786e\u7684\u8bb8\u53ef\uff0c\u624d\u80fd\u5c06 data \u53d1\u9001\u7ed9\u5e7f\u544a\u5e73\u53f0\uff0c\u6216\u8005\u60a8\u5fc5\u987b\u5c06 data \u5b8c\u5168\u533f\u540d\u5316\uff0c\u4ee5\u4fbf\u65e0\u6cd5\u8ffd\u6eaf\u5230\u4e2a\u4eba\u3002\u4f01\u4e1a\uff0c\u7279\u522b\u662f \u2018\u6cd5\u5f8b \u2019\u90e8\u95e8\u7ecf\u5e38\u4f1a\u9047\u5230\u8fd9\u6837\u7684\u53cd\u5bf9\u610f\u89c1\u3002\u6211\u4eec\u53ef\u4ee5\u4e0e\u7b2c\u4e09\u65b9\u5171\u4eab\u6211\u4eec\uff08\u5ba2\u6237\uff09\u7684 data \u4fe1\u606f\u5417\uff1f<\/p>\n

\u5c0f\u8d34\u58eb<\/strong> \u4e0d\u8981\u53ea\u4e0e\u5e7f\u544a\u5e73\u53f0\u5171\u4eab\u4e2a\u4eba data\/\u6807\u8bc6\u7b26\u3002\u786e\u4fdd\u5728\u5904\u7406 cookies \u548c first-party data \u65f6\u59cb\u7ec8\u5f81\u5f97\u540c\u610f\uff0c\u5e76\u4e14\u59cb\u7ec8\u53ef\u4ee5\u67e5\u770b\u540c\u610f\u72b6\u6001\u3002\u8fd9\u6837\u60a8\u5c31\u53ef\u4ee5\u786e\u4fdd\u53ea\u6709\u7ecf\u8fc7\u6b63\u786e\u540c\u610f\u7684 data \u624d\u4f1a\u53d1\u9001\u7ed9\u5e73\u53f0\u3002\u4e0e\u6cd5\u5f8b\u56e2\u961f\u6838\u5b9e\u3002\u540c\u610f\u7ba1\u7406\u5e73\u53f0\u53ef\u5e2e\u52a9\u6b63\u786e\u6267\u884c\u8fd9\u4e9b\u6d41\u7a0b\u3002.<\/p>\n<\/div>

\u4f18\u5148\u4e8b\u9879\u8def\u7ebf\u56fe<\/h3><\/div>

SEA \u5185\u90e8\u7684\u53d1\u5c55\u65e5\u65b0\u6708\u5f02\uff1b\u9664\u4e86 first-party data \u89e3\u51b3\u65b9\u6848\u4e4b\u5916\uff0c\u8fd8\u6709\u66f4\u591a\u7684\u5229\u5bb3\u5173\u7cfb\u3002\u4f8b\u5982\uff0c53% \u7684\u53d7\u8bbf\u8005\u8868\u793a\u4ed6\u4eec\u4f18\u5148\u8003\u8651\u5b9e\u65bd \"\u7ee9\u6548\u6700\u5927\u5316\"\u3002\u6b64\u5916\uff0c16% \u7684\u53d7\u8bbf\u8005\u5c06\u8fdb\u4e00\u6b65\u53d1\u5c55 Hagakure \u7b49\u8fd0\u52a8\u7ed3\u6784\u5217\u4e3a\u4f18\u5148\u4e8b\u9879\u3002\u4f46\u4ecd\u6709 32% \u7684\u53d7\u8bbf\u8005\u8868\u793a\uff0c\u4ed6\u4eec\u6ca1\u6709\u6bd4 first-party data \u89e3\u51b3\u65b9\u6848\u66f4\u4f18\u5148\u7684\u4e8b\u9879\u3002.<\/p>\n

\u5c0f\u8d34\u58eb<\/strong> \u4e3a\u4e86\u4f7f\u65b0\u7684\u8425\u9500\u6d3b\u52a8\u7ed3\u6784\u548c\u8425\u9500\u6d3b\u52a8\u7c7b\u578b\u8fbe\u5230\u6700\u4f73\u6548\u679c\uff0c\u5fc5\u987b\u5c3d\u53ef\u80fd\u591a\u5730\u8fdb\u884c\u8f6c\u6362 data\u3002\u4e3a\u6b64\uff0cfirst-party data \u975e\u5e38\u91cd\u8981\u3002\u5728\u8def\u7ebf\u56fe\u4e0a\u4e3a\u6211\u4eec\u7684\u6e05\u5355\u4e2d\u6240\u5217\u7684\u7b2c\u4e00\u65b9 data \u89e3\u51b3\u65b9\u6848\u7559\u51fa\u7a7a\u95f4\uff0c\u5e76\u6839\u636e\u6240\u6807\u660e\u7684\u4f18\u5148\u7ea7\u9010\u6b65\u5e94\u7528\u5b83\u4eec\u3002.<\/p>\n<\/div>

\u9519\u8bef<\/h3><\/div>

\u8c37\u6b4c\u7b49\u516c\u53f8\u63d0\u4f9b\u7684\u89e3\u51b3\u65b9\u6848\u8fd8\u5f88\u65b0\u3002\u56e0\u6b64\uff0c\u4ea7\u54c1\u4e2d\u53ef\u80fd\u4ecd\u5b58\u5728\u4e00\u4e9b\u7f3a\u9677\uff0c\u4f8b\u5982\u53ef\u6d4b\u91cf\u6027\u95ee\u9898\u3002.<\/p>\n

\u5c0f\u8d34\u58eb<\/strong> \u5b9e\u65bd\u89e3\u51b3\u65b9\u6848\u540e\uff0c\u60a8\u662f\u5426\u53d1\u73b0\uff08\u8f6c\u6362\uff09data \u51fa\u73b0\u4e86\u5947\u602a\u7684\u8d8b\u52bf\uff1f\u8bf7\u968f\u65f6\u8054\u7cfb\u6280\u672f\u652f\u6301\u6216\u5ba2\u6237\u7ecf\u7406\u3002\u5982\u6709\u5fc5\u8981\uff0c\u4ed6\u4eec\u53ef\u4ee5\u8fdb\u884c\u89c2\u5bdf\uff0c\u5e76\u53ef\u80fd\u76f4\u63a5\u5411\u4ea7\u54c1\u56e2\u961f\u62a5\u544a\u9519\u8bef\u3002\u6b64\u5916\uff0c\u5728\u5168\u9762\u5b9e\u65bd\u89e3\u51b3\u65b9\u6848\u4e4b\u524d\uff0c\u4e00\u5b9a\u8981\u5148\u5c1d\u8bd5\u5728\u5c0f\u8303\u56f4\u5185\u8fdb\u884c\u6d4b\u8bd5\uff0c\u4ee5\u4f53\u9a8c\u5176\u5f71\u54cd\u3002.<\/p>\n<\/div>

3.first-party data \u89e3\u51b3\u65b9\u6848<\/h2><\/div>

\u65e2\u7136\u6211\u4eec\u77e5\u9053\u4e86\u5982\u4f55\u5e94\u5bf9\u8fd9\u4e9b\u969c\u788d\uff0c\u6211\u4eec\u5c31\u53ef\u4ee5\u5f00\u59cb\u884c\u52a8\u4e86\u3002\u552f\u4e00\u9700\u8981\u56de\u7b54\u7684\u95ee\u9898\u662f\uff1a\u6709\u54ea\u4e9b first-party data \u89e3\u51b3\u65b9\u6848\uff1f\u8c37\u6b4c\uff08\u4e3b\u8981\uff09\u63d0\u4f9b\u7684\u89e3\u51b3\u65b9\u6848\u6709<\/p>\n<\/div>

  • <\/i><\/span>
    \n

    \u5168\u7ad9\u6807\u8bb0<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u8f6c\u6362\u94fe\u63a5\u5668<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u8c37\u6b4c\u5206\u6790 4 (GA4)<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u670d\u52a1\u5668\u7aef\u6807\u8bb0<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u63d0\u9ad8\u8f6c\u5316\u7387<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u5ba2\u6237\u5339\u914d\u5217\u8868<\/p>\n<\/div><\/li>

  • <\/i><\/span>
    \n

    \u540c\u610f\u6a21\u5f0f<\/p>\n<\/div><\/li><\/ul>

    \u8c03\u67e5\u663e\u793a\uff0c\u53d7\u8bbf\u8005\u5df2\u7ecf\u5728\u4e0d\u540c\u7a0b\u5ea6\u4e0a\u4f7f\u7528\u4e86\u6240\u6709\u89e3\u51b3\u65b9\u6848\u3002\u76ee\u524d\uff0c\u589e\u5f3a\u578b\u8f6c\u6362\u3001GA4\u3001\u5ba2\u6237\u5339\u914d\u548c\u540c\u610f\u6a21\u5f0f\u6700\u53d7 SEA \u4e13\u5bb6\u7684\u6b22\u8fce\u3002\u589e\u5f3a\u8f6c\u6362\u529f\u80fd\u751a\u81f3\u5df2\u88ab\u6240\u6709\u53d7\u8bbf\u8005\u91c7\u7528\u3002\u4ee5\u4e0b\u662f\u6bcf\u4e2a\u89e3\u51b3\u65b9\u6848\u7684\u91c7\u7528\u7a0b\u5ea6\u3002.<\/p>\n<\/div>

    <\/span><\/div>

    \u4ee4\u4eba\u60ca\u8bb6\u7684\u662f\uff0c\u6211\u4eec\u8ba4\u4e3a\u4f18\u5148\u7ea7\u76f8\u5bf9\u8f83\u9ad8\u7684\u4e00\u4e9b\u7b2c\u4e00\u65b9 data \u89e3\u51b3\u65b9\u6848\u7684\u91c7\u7528\u7387\u5374\u6700\u4f4e\u3002\u6211\u4eec\u6240\u8bf4\u7684\u4f18\u5148\u7ea7\u662f\u6307\u590d\u6742\u6027\u4e0e\u5f71\u54cd\u3002\u4e3a\u4e86\u5728\u5b9e\u65bd\u8fc7\u7a0b\u4e2d\u4e3a\u60a8\u6307\u660e\u6b63\u786e\u7684\u65b9\u5411\uff0c\u6211\u4eec\u6309\u4f18\u5148\u7ea7\u987a\u5e8f\u5217\u51fa\u4e86\u7b2c\u4e00\u65b9 data \u89e3\u51b3\u65b9\u6848\u6e05\u5355\uff0c\u60a8\u53ef\u4ee5\u5728\u672c\u6587\u672b\u5c3e\u627e\u5230\u3002.<\/p>\n<\/div>

    \u5168\u7ad9\u6807\u8bb0\u548c\u8f6c\u6362\u94fe\u63a5\u5668<\/h3><\/div>

    \u8981\u83b7\u5f97\u6700\u51c6\u786e\u7684 audience \u548c\u6d4b\u91cf\u7ed3\u679c\uff0c\u5fc5\u987b\u4f7f\u7528\u5168\u5c40\u7ad9\u70b9\u6807\u7b7e\uff0c\u6216\u901a\u8fc7 GTM \u653e\u7f6e\u5fc5\u8981\u7684\u50cf\u7d20\u5e76\u4f7f\u7528\u8f6c\u6362\u94fe\u63a5\u5668\u3002\u4f7f\u7528\u8fd9\u4e9b\u65b9\u6cd5\u53ef\u4ee5\u786e\u4fdd\u5c06\u6b64\u7c7b\u4fe1\u53f7\u5b58\u50a8\u5728 first-party \u4e0a\u4e0b\u6587\u4e2d\uff0c\u4f7f\u5176\u4e0d\u6613\u53d7\u5230\u6d4f\u89c8\u5668\u9650\u5236\u7684\u5f71\u54cd\u3002.<\/p>\n

    \u5f15\u4eba\u6ce8\u76ee\u7684\u662f\uff0c\u901a\u8fc7 GTM \u5b9e\u73b0\u8f6c\u6362\u94fe\u63a5\u5668\u548c\u5168\u7ad9\u6807\u8bb0\u76f8\u5bf9\u5bb9\u6613\uff0c\u4f46\u76f8\u5173\u77e5\u8bc6\u4f3c\u4e4e\u8f83\u5c11\u3002\u4eba\u4eec\u6000\u7591\u5b83\u4eec\u5f80\u5f80\u5df2\u7ecf\u5b9e\u65bd\uff0c\u4f46\u4e13\u5bb6\u4eec\u5e76\u4e0d\u603b\u662f\u4e86\u89e3\u5b83\u4eec\u3002.<\/p>\n<\/div>

    \u8c37\u6b4c\u5206\u6790 4 (GA4)<\/h3><\/div>

    Google Analytics 4 \u662f Analytics \u7684\u65b0\u7248\u672c\uff0c\u53ef\u4ece\u7f51\u7ad9\u548c\u5e94\u7528\u7a0b\u5e8f\u4e2d\u6536\u96c6\u57fa\u4e8e\u4e8b\u4ef6\u7684 data\uff0c\u5f53\u7528\u6237\u9009\u62e9\u4e0d\u63a5\u53d7 cookies \u65f6\uff0c\u5b83\u4f1a\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u548c\u5efa\u6a21\u6765 \u201c\u586b\u8865\u7a7a\u767d\u201d\u3002\u901a\u8fc7\u8fd9\u79cd\u65b9\u5f0f\uff0cGA4 \u5728\u4fdd\u6301\u7528\u6237 data \u533f\u540d\u7684\u540c\u65f6\uff0c\u8fd8\u80fd\u63d0\u4f9b\u6709\u5173\u7528\u6237\u53c2\u4e0e\u60c5\u51b5\u7684\u6d1e\u5bdf\u3002\u6b64\u5916\uff0c\u5728 GA4 \u4e2d\uff0c\u60a8\u53ef\u4ee5\u4f7f\u7528\u9884\u6d4b\u6027 audience\uff0c\u4f8b\u5982 \u2018\u53ef\u80fd\u5728 7 \u5929\u5185\u8d2d\u4e70\u7684\u4e70\u5bb6\u2019\u3002\u603b\u4f53\u800c\u8a00\uff0c\u4e0e Universal Analytics \u76f8\u6bd4\uff0cGA4 \u53ef\u6d4b\u91cf\u66f4\u591a\u7684 data\uff0c\u5e76\u6709\u66f4\u597d\u7684\u8de8\u8bbe\u5907\u62a5\u544a\u3002\u6b64\u5916\uff0c\u81ea 2023 \u5e74 7 \u6708 1 \u65e5\u8d77\uff0c\u5e38\u89c4\u901a\u7528\u5206\u6790\u5c06\u4e0d\u518d\u5904\u7406\u65b0\u7684\u70b9\u51fb\u91cf\u3002\u8fd9\u5c31\u662f\u4e3a\u4ec0\u4e48\u5207\u6362\u5230 GA4 \u975e\u5e38\u91cd\u8981\u7684\u539f\u56e0\u3002.<\/p>\n<\/div>

    \u670d\u52a1\u5668\u7aef\u6807\u8bb0<\/h3><\/div>

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    \u63d0\u9ad8\u8f6c\u5316\u7387<\/h3><\/div>

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    \u540c\u610f\u6a21\u5f0f<\/h3><\/div>

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    4.\u4e0b\u4e00\u6b65\u662f\u4ec0\u4e48\uff1f<\/h2><\/div>

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    \u7ed3\u8bba<\/h2><\/div>

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    \u60f3\u8fdb\u4e00\u6b65\u4e86\u89e3\u5982\u4f55\u8ba9\u6cd5\u5f8b\u90e8\u95e8\u53c2\u4e0e\u5230\u60a8\u7684 first-party data \u6218\u7565\u4e2d\uff1f \u672c\u6587<\/a> \u60a8\u53ef\u80fd\u4f1a\u611f\u5174\u8da3\u3002.<\/p>\n<\/div>

    *\u514d\u8d23\u58f0\u660e\uff1a\u8c03\u67e5\u7ed3\u679c\u57fa\u4e8e 19 \u4f4d\u53d7\u8bbf\u8005\u7684\u610f\u89c1\u3002.\u00a0<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/article>

    \u4e0b\u8f7d\u6e05\u5355<\/span><\/a><\/div><\/div><\/div><\/div><\/div>

    \u672c\u6587\u6700\u521d\u53d1\u8868\u4e8e \u5a01\u76db\u8377\u5170<\/strong><\/a>.<\/p>\n<\/div>

    \u9605\u8bfb\u6211\u4eec\u7684\u6587\u7ae0<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"

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