{"id":74819,"date":"2023-09-25T07:58:32","date_gmt":"2023-09-25T06:58:32","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=blog&#038;p=74819"},"modified":"2024-09-24T10:43:03","modified_gmt":"2024-09-24T09:43:03","slug":"the-power-of-first-party-data-driving-the-future-of-data-driven-marketing","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/the-power-of-first-party-data-driving-the-future-of-data-driven-marketing\/","title":{"rendered":"first-party \u7684\u529b\u91cf data\uff1a\u63a8\u52a8 data-driven \u8425\u9500\u7684\u672a\u6765\u53d1\u5c55"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling article-author\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_2 1_2 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:50%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:50%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-margin-bottom-small:8px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:50;line-height:1.2;\">\u4f5c\u8005<\/h2><\/div><img decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27150%27%20height%3D%270%27%20viewBox%3D%270%200%20150%200%27%3E%3Crect%20width%3D%27150%27%20height%3D%270%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.artefact.com\/\/wp-content\/uploads\/2023\/09\/Amit.jpg\" alt=\"Image\" class=\"lazyload artefact-elegant-image align-left article-author-image\" style=\"width: 150px; border-radius: 54% 46% 77% 23% \/ 74% 40% 60% 26%; overflow: hidden;\" width=\"150\" height=\"auto\" \/><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-three article-author-name-title\" style=\"--awb-text-color:var(--awb-color7);--awb-margin-bottom-small:8px;--awb-font-size:18px;\"><h3 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;Josefin Sans&quot;;font-style:normal;font-weight:600;margin:0;font-size:1em;--fontSize:18;line-height:1.5;\">\u963f\u7c73\u7279-\u57c3\u5170\u5fb7<\/h3><\/div><div class=\"fusion-text fusion-text-1 article-author-description\" style=\"--awb-font-size:14px;--awb-line-height:1.6;--awb-letter-spacing:2px;--awb-text-transform:uppercase;--awb-text-color:var(--awb-color7);--awb-text-font-family:&quot;Roboto&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u7f8e\u56fd Artefact \u516c\u53f8 Data \u6218\u7565\u3001\u6d88\u8d39\u8005\u6218\u7565\u548c\u7ba1\u7406\u5408\u4f19\u4eba<\/p>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2 description\" style=\"--awb-text-color:var(--awb-color5);--awb-text-font-family:&quot;PT Serif&quot;;--awb-text-font-style:normal;--awb-text-font-weight:400;\"><p>\u8fd9\u662f\u5173\u4e8e\u5982\u4f55\u5728\u8425\u9500\u4e2d\u6709\u6548\u5229\u7528 first-party data \u7684\u4e24\u90e8\u5206\u7cfb\u5217\u6587\u7ae0\u7684\u7b2c\u4e00\u90e8\u5206\u3002\u5728\u8fd9\u4e00\u90e8\u5206\u4e2d\uff0c\u6211\u4eec\u5c06\u660e\u786e\u5b9a\u4e49\uff0c\u4ecb\u7ecd\u5386\u53f2\u8425\u9500\u6218\u7565\u7684\u80cc\u666f\uff0c\u5e76\u89e3\u91ca first-party \u8fd0\u52a8\u4e3a\u4f55\u52bf\u5934\u6b63\u52b2\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div><article class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--link_color: var(--awb-color6);--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:var(--awb-color1);--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-justify-content-center fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-3\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>\u5f53\u4eca\u7684\u8425\u9500\u4e16\u754c\u6b63\u5728\u7ecf\u5386\u4e00\u573a\u53d8\u9769\u3002\u65a5\u8d44\u6570\u767e\u4e07\u5f00\u5c55\u76f2\u76ee\u7684\u5927\u4f17\u5e02\u573a\u5e7f\u544a\u6d3b\u52a8\uff0c\u5e76\u5bc4\u5e0c\u671b\u4e8e\u83b7\u5f97\u4e00\u4e9b\uff08\u751a\u81f3\u4efb\u4f55\uff09\u8f6c\u5316\u7684\u65f6\u4ee3\u5df2\u7ecf\u8fc7\u53bb\u3002\u8425\u9500\u4eba\u5458\u66fe\u7ecf\u4f9d\u9760\u65e0\u5904\u4e0d\u5728\u7684 Cookie \u6765\u8ddf\u8e2a\u548c\u4e2a\u6027\u5316\u6d88\u8d39\u8005\u7684\u5e7f\u544a\uff0c\u4f46\u8fd9\u79cd\u673a\u5236\u4e5f\u5c06\u4e8e 2024 \u5e74\u5e95\u88ab\u5e9f\u9664\u3002\u5728\u4e0d\u65ad\u53d1\u5c55\u7684\u8425\u9500\u4e16\u754c\u4e2d\uff0cdata \u5df2\u6210\u4e3a\u6709\u6548\u6218\u7565\u548c\u8425\u9500\u6d3b\u52a8\u7684\u547d\u8109\u3002\u968f\u7740\u6570\u5b57\u5e73\u53f0\u7684\u5174\u8d77\u548c\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u65e5\u76ca\u590d\u6742\uff0c\u54c1\u724c\u9762\u4e34\u7740\u4e00\u4e2a\u5173\u952e\u7684\u6289\u62e9\uff1a <strong>\u662f\u7ee7\u7eed\u5728\u76f2\u76ee\u7684\u6e20\u9053\u9876\u90e8\u8425\u9500\u6d3b\u52a8\u4e0a\u6295\u5165\u5927\u91cf\u8d44\u91d1\uff0c\u8fd8\u662f\u5c06\u91cd\u70b9\u8f6c\u79fb\u5230\u5229\u7528 first-party data \u4e0a\uff1f<\/strong> \u901a\u8fc7\u6df1\u5165\u7814\u7a76\u73b0\u5b9e\u4e16\u754c\u7684\u6848\u4f8b\u548c\u884c\u4e1a\u89c1\u89e3\uff0c\u6211\u4eec\u5c06\u63a2\u8ba8\u54c1\u724c\u4e3a\u4ec0\u4e48\u8981\u63a5\u53d7\u8fd9\u79cd\u6a21\u5f0f\u8f6c\u53d8\u5e76\u5229\u7528 first-party data \u7684\u529b\u91cf\u3002.<\/p>\n<p>\u9996\u5148\uff0c\u8ba9\u6211\u4eec\u6765\u5b9a\u4e49\u4e00\u4e0b\u4e1a\u5185\u56f4\u7ed5 data \u7684\u4e0d\u540c\u672f\u8bed\uff1afirst-party\u3001\u7b2c\u4e8c\u65b9\u548c\u7b2c\u4e09\u65b9 data\u3002.<\/p>\n<\/div><ul style=\"--awb-iconcolor:var(--awb-color7);--awb-textcolor:var(--awb-color7);--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-1 fusion-checklist-default type-icons\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>\u7b2c\u4e00\u65b9 data<\/strong> \u5305\u62ec\u54c1\u724c\u62e5\u6709\u7684\u4efb\u4f55 data\uff0c\u6765\u81ea\u54c1\u724c\u81ea\u5df1\u6536\u96c6\u7684\u4efb\u4f55\u6e20\u9053\u3002\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\u7cfb\u7edf\u3001\u5fe0\u8bda\u5ea6\u8ba1\u5212\u3001\u7f51\u7ad9\u6d4f\u89c8\u3001\u5e7f\u544a\u56de\u590d\uff1a\u8fd9\u4e9b\u90fd\u662f first-party data \u7684\u6765\u6e90\u3002\u7b2c\u4e00\u65b9 data \u662f\u54c1\u724c\u4e0e\u5176\u5ba2\u6237\u5efa\u7acb\u76f4\u63a5\u5173\u7cfb\u7684\u57fa\u7840\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>\u7b2c\u4e8c\u65b9 data<\/strong> \u662f\u6307\u54c1\u724c\u4e0d\u62e5\u6709\uff0c\u4f46\u901a\u8fc7\u4e0e\u5408\u4f5c\u4f19\u4f34\u7684\u76f4\u63a5\u5173\u7cfb\u53ef\u4ee5\u83b7\u53d6\u7684\u4efb\u4f55 data\uff0c\u5982\u4e0e\u96f6\u552e\u5546\u5408\u4f5c\u4ee5\u4e86\u89e3\u5176\u4ea7\u54c1\u8d2d\u4e70\u6a21\u5f0f\u7684 CPG \u516c\u53f8\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p><strong>\u7b2c\u4e09\u65b9 data<\/strong> \u662f\u6307\u54c1\u724c\u4ee5\u5916\u7684\u5b9e\u4f53\u4ece\u5404\u79cd\u6765\u6e90\u6536\u96c6\u548c\u6c47\u603b\u7684\u4fe1\u606f\u3002\u5b83\u53ef\u4ee5\u5305\u62ec\u4eba\u53e3\u7edf\u8ba1\u4fe1\u606f\u3001\u6d4f\u89c8\u884c\u4e3a\u3001\u8d2d\u4e70\u5386\u53f2\u3001\u793e\u4ea4\u5a92\u4f53\u6d3b\u52a8\u7b49\u3002\u4f8b\u5982\uff0c\u76ca\u767e\u5229\uff08Experian\uff09\u662f\u4e00\u5bb6\u8457\u540d\u7684 data \u4ee3\u7406\u5546\uff0c\u63d0\u4f9b\u4eba\u53e3 data \u3001\u884c\u4e3a data \u548c\u5176\u4ed6\u6d1e\u5bdf\u529b\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">\u7b2c\u4e09\u65b9 data \u7a76\u7adf\u600e\u4e48\u4e86\uff1f<\/h2><\/div><div class=\"fusion-text fusion-text-4\" style=\"--awb-font-size:20px;--awb-line-height:1.6;--awb-letter-spacing:var(--awb-typography4-letter-spacing);--awb-text-transform:var(--awb-typography4-text-transform);--awb-text-color:var(--awb-color5);--awb-text-font-family:var(--awb-typography4-font-family);--awb-text-font-weight:var(--awb-typography4-font-weight);--awb-text-font-style:var(--awb-typography4-font-style);\"><p>\u7531\u4e8e\u9690\u79c1\u6cd5\u89c4\u7684\u4e0d\u65ad\u53d1\u5c55\u4ee5\u53ca\u5bf9\u51c6\u786e\u6027\u548c\u53ef\u9760\u6027\u7684\u62c5\u5fe7\uff0c\u54c1\u724c\u5728\u8425\u9500\u4e2d\u5bf9\u7b2c\u4e09\u65b9 data \u7684\u4f9d\u8d56\u53d7\u5230\u8d8a\u6765\u8d8a\u591a\u7684\u5ba1\u67e5\u3002. <strong>\u7b2c\u4e09\u65b9 data \u6765\u81ea\u5404\u79cd\u4f9b\u5e94\u5546\uff0c\u5176\u8d28\u91cf\u548c\u65b0\u9c9c\u5ea6\u53ef\u80fd\u6709\u5f88\u5927\u5dee\u5f02<\/strong>. .\u4e0d\u51c6\u786e\u6216\u8fc7\u65f6\u7684\u4fe1\u606f\u4f1a\u5bfc\u81f4\u9519\u8bef\u7684 targeting \u52aa\u529b\u548c\u65e0\u6548\u7684\u8425\u9500\u6d3b\u52a8\u3002\u4e0d\u65ad\u6536\u7d27\u7684\u5168\u7403\u9690\u79c1\u6cd5\u89c4\u4e5f\u4fc3\u4f7f\u54c1\u724c\u91cd\u65b0\u8003\u8651\u5bf9\u7b2c\u4e09\u65b9 data \u7684\u4f7f\u7528\u3002\u6b27\u6d32\u7684\u300a\u4e00\u822c Data \u4fdd\u62a4\u6761\u4f8b\u300b\uff08GDPR\uff09\u548c\u300a\u52a0\u5229\u798f\u5c3c\u4e9a\u6d88\u8d39\u8005\u9690\u79c1\u6cd5\u6848\u300b\uff08CCPA\uff09\u7b49\u63aa\u65bd\u5bf9\u6d88\u8d39\u8005 data \u7684\u6536\u96c6\u3001\u4f7f\u7528\u548c\u5171\u4eab\u63d0\u51fa\u4e86\u4e25\u683c\u8981\u6c42\u3002\u6b64\u5916\uff0c\u83b7\u53d6\u9ad8\u8d28\u91cf\u7b2c\u4e09\u65b9 data \u7684\u6210\u672c\u4e0d\u65ad\u4e0a\u5347\uff0c\u4e5f\u8ba9\u8bb8\u591a\u4f01\u4e1a\u671b\u800c\u5374\u6b65\u3002\u968f\u7740 data-driven \u8425\u9500\u9700\u6c42\u7684\u589e\u957f\uff0c\u4ece\u4fe1\u8a89\u826f\u597d\u7684\u4f9b\u5e94\u5546\u5904\u83b7\u53d6\u53ef\u9760 data \u7684\u6210\u672c\u4e5f\u5927\u5e45\u589e\u52a0\u3002.<\/p>\n<p>\u4e0e\u7528\u6237\u7684\u9690\u79c1\u671f\u671b\u76f8\u4e00\u81f4\uff0c\u7b2c\u4e09\u65b9 cookies \u7684\u4f7f\u7528\u5728\u5f53\u524d\u7684\u64cd\u4f5c\u7cfb\u7edf\uff08OS\uff09\u548c\u6d4f\u89c8\u5668\u4e2d\u4e5f\u9762\u4e34\u8d8a\u6765\u8d8a\u591a\u7684\u9650\u5236\uff0c\u9884\u8ba1\u8fd8\u4f1a\u6709\u66f4\u591a\u7684\u53d8\u5316\uff1a<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-2 fusion-checklist-default type-icons paddingList dark-text\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u82f9\u679c\u516c\u53f8\u5df2\u91c7\u53d6\u91cd\u5927\u63aa\u65bd\u9650\u5236\u7b2c\u4e09\u65b9 cookies \u5728\u5176 iOS \u8bbe\u5907\u4e0a\u7684\u4f7f\u7528\u3002\u5728 iOS 14 \u53ca\u4ee5\u540e\u7684\u7248\u672c\u4e2d\uff0c\u82f9\u679c\u5f15\u5165\u4e86\u5e94\u7528\u7a0b\u5e8f\u8ddf\u8e2a\u900f\u660e\u5ea6\uff08ATT\uff09\u6846\u67b6\uff0c\u8981\u6c42\u5e94\u7528\u7a0b\u5e8f\u83b7\u5f97\u4ee5\u4e0b\u4fe1\u606f <strong>\u7528\u6237\u660e\u786e\u540c\u610f<\/strong> \u7136\u540e\u518d\u8ddf\u8e2a\u4ed6\u4eec\u5728\u5e94\u7528\u7a0b\u5e8f\u548c\u7f51\u7ad9\u4e0a\u7684\u6d3b\u52a8\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u706b\u72d0\u6d4f\u89c8\u5668\u4e00\u76f4\u5728\u79ef\u6781\u9650\u5236\u7b2c\u4e09\u65b9 cookies\u3002\u4ece Firefox 69 \u5f00\u59cb\uff0c\u8be5\u6d4f\u89c8\u5668\u5f15\u5165\u4e86\u589e\u5f3a\u8ddf\u8e2a\u4fdd\u62a4\u529f\u80fd\uff0c\u9ed8\u8ba4\u60c5\u51b5\u4e0b\u53ef\u963b\u6b62\u7b2c\u4e09\u65b9 cookies\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>Chrome \u6d4f\u89c8\u5668\u7684\u5f00\u53d1\u5546\u8c37\u6b4c\u4e5f\u5ba3\u5e03\u5bf9\u7b2c\u4e09\u65b9 cookies \u7684\u4f7f\u7528\u65b9\u6cd5\u8fdb\u884c\u91cd\u5927\u8c03\u6574\u3002\u5230 2024 \u5e74\u5e95\uff0cChrome \u6d4f\u89c8\u5668\u8ba1\u5212\u5b8c\u5168\u6dd8\u6c70\u7b2c\u4e09\u65b9 cookies\uff0c\u4ee3\u4e4b\u4ee5\u6ce8\u91cd\u9690\u79c1\u7684\u66ff\u4ee3\u54c1\uff0c\u5982\u5176 <a href=\"https:\/\/privacysandbox.com\/\" target=\"_blank\" rel=\"noopener\">\u9690\u79c1\u6c99\u76d2\u5021\u8bae<\/a>.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">first-party data \u7684\u5174\u8d77\u548c\u5d1b\u8d77<\/h2><\/div><div class=\"fusion-text fusion-text-5\"><p>\u8fd9\u4e9b\u6311\u6218\u5bfc\u81f4\u4e86\u5411 first-party data \u7684\u6a21\u5f0f\u8f6c\u53d8\uff0cdata \u5177\u6709\u4f17\u591a\u4f18\u52bf\uff0c\u5305\u62ec\u66f4\u9ad8\u7684 data \u7cbe\u5ea6\u3001\u66f4\u597d\u7684\u9690\u79c1\u5408\u89c4\u6027\u548c\u66f4\u5f3a\u7684 targeting \u529f\u80fd\u3002. <strong>\u901a\u8fc7\u76f4\u63a5\u4ece\u81ea\u5df1\u7684\u5ba2\u6237\u90a3\u91cc\u6536\u96c6\u548c\u5229\u7528 data\uff0c\u54c1\u724c\u53ef\u4ee5\u5efa\u7acb\u66f4\u6709\u610f\u4e49\u3001\u66f4\u503c\u5f97\u4fe1\u8d56\u7684\u5173\u7cfb\uff0c\u540c\u65f6\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u6d88\u8d39\u8005\u7684\u884c\u4e3a\u548c\u504f\u597d\u3002.<\/strong><\/p>\n<p><strong>first-party data \u7684\u4e3b\u8981\u4f18\u52bf\u5728\u4e8e\u5b83\u80fd\u66f4\u6df1\u5165\u5730\u4e86\u89e3\u5ba2\u6237\u3002\u901a\u8fc7\u76f4\u63a5\u4ece\u4e0e\u5ba2\u6237\u7684\u4e92\u52a8\u4e2d\u6536\u96c6 data\uff0c\u54c1\u724c\u53ef\u83b7\u5f97\u6709\u5173\u6d88\u8d39\u8005\u884c\u4e3a\u3001\u504f\u597d\u548c\u8d2d\u4e70\u6a21\u5f0f\u7684\u4e30\u5bcc\u800c\u53ef\u9760\u7684\u4fe1\u606f\u3002<\/strong>. .\u8fd9\u4f7f\u8425\u9500\u4eba\u5458\u80fd\u591f\u521b\u5efa\u66f4\u51c6\u786e\u7684\u5ba2\u6237\u6863\u6848\uff0c\u5e76\u6839\u636e\u5b9e\u65f6\u6d1e\u5bdf\u5236\u5b9a\u6781\u5177\u9488\u5bf9\u6027\u7684\u8425\u9500\u7b56\u7565\u3002.<\/p>\n<\/div><ul style=\"--awb-line-height:27.2px;--awb-icon-width:27.2px;--awb-icon-height:27.2px;--awb-icon-margin:11.2px;--awb-content-margin:38.4px;\" class=\"fusion-checklist fusion-checklist-3 fusion-checklist-default type-icons paddingList dark-text\"><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u7b2c\u4e00\u65b9 data \u4e3a\u4e2a\u6027\u5316\u548c targeting \u5f00\u8f9f\u4e86\u9014\u5f84\u3002\u6709\u4e86\u5f3a\u5927\u7684 data \u5957\u4ef6\uff0c\u54c1\u724c\u5c31\u80fd\u4e3a\u4e2a\u4eba\u5ba2\u6237\u63d0\u4f9b\u91cf\u8eab\u5b9a\u5236\u7684\u4f53\u9a8c\u3001, <strong>\u786e\u4fdd\u5728\u6b63\u786e\u7684\u65f6\u95f4\u5c06\u6b63\u786e\u7684\u4fe1\u606f\u4f20\u8fbe\u7ed9\u6b63\u786e\u7684\u4eba<\/strong>. .\u4e8b\u5b9e\u8bc1\u660e\uff0c\u4e2a\u6027\u5316\u8425\u9500\u6d3b\u52a8\u80fd\u66f4\u6709\u6548\u5730\u4e0e\u5ba2\u6237\u7684\u7279\u5b9a\u9700\u6c42\u548c\u5174\u8da3\u4ea7\u751f\u5171\u9e23\uff0c\u4ece\u800c\u63d0\u9ad8\u53c2\u4e0e\u5ea6\u3001\u8f6c\u6362\u7387\u548c\u5ba2\u6237\u5fe0\u8bda\u5ea6\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u7b2c\u4e00\u65b9 data \u4f7f\u54c1\u724c\u80fd\u591f <strong>\u6539\u5584\u6574\u4f53\u5ba2\u6237\u4f53\u9a8c<\/strong>. .\u901a\u8fc7\u5206\u6790\u5ba2\u6237 data\uff0c\u54c1\u724c\u53ef\u4ee5\u8bc6\u522b\u75db\u70b9\uff0c\u9884\u6d4b\u9700\u6c42\uff0c\u5e76\u53ca\u65f6\u63d0\u4f9b\u76f8\u5173\u7684\u6c9f\u901a\u3001\u4f18\u60e0\u548c\u5efa\u8bae\u3002\u8fd9\u79cd\u4e2a\u6027\u5316\u65b9\u6cd5\u53ef\u63d0\u9ad8\u5ba2\u6237\u6ee1\u610f\u5ea6\uff0c\u589e\u5f3a\u54c1\u724c\u5fe0\u8bda\u5ea6\uff0c\u5e76\u4fc3\u8fdb\u4e0e\u5ba2\u6237\u7684\u957f\u671f\u5173\u7cfb\u3002.<\/p>\n<\/div><\/li><li class=\"fusion-li-item\" style=\"\"><span class=\"icon-wrapper circle-no\"><i class=\"fusion-li-icon awb-icon-check\" aria-hidden=\"true\"><\/i><\/span><div class=\"fusion-li-item-content\">\n<p>\u7b2c\u4e00\u65b9 data \u8fd8\u4e3a\u54c1\u724c\u63d0\u4f9b\u4e86\u7ade\u4e89\u4f18\u52bf\u3002\u901a\u8fc7\u5229\u7528\u81ea\u5df1\u4e13\u6709\u7684 data\u3001, <strong>\u54c1\u724c\u53ef\u4ee5\u4ece\u7ade\u4e89\u5bf9\u624b\u4e2d\u8131\u9896\u800c\u51fa\uff0c\u521b\u9020\u72ec\u7279\u7684\u4ef7\u503c\u4e3b\u5f20<\/strong>. .\u8fd9\u79cd data-driven \u4f18\u52bf\u4f7f\u54c1\u724c\u80fd\u591f\u5b8c\u5584\u5176\u4ea7\u54c1\u3001\u4f18\u5316\u8425\u9500\u6d3b\u52a8\u5e76\u505a\u51fa\u66f4\u660e\u667a\u7684\u5546\u4e1a\u51b3\u7b56\u3002.<\/p>\n<\/div><\/li><\/ul><div class=\"fusion-title title fusion-title-5 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"--awb-text-color:var(--awb-color6);--awb-margin-bottom-small:8px;--awb-font-size:30px;\"><h2 class=\"fusion-title-heading title-heading-left fusion-responsive-typography-calculated\" style=\"font-family:&quot;PT Serif&quot;;font-style:normal;font-weight:700;margin:0;letter-spacing:1.6px;font-size:1em;--fontSize:30;line-height:1.47;\">\u5c55\u793a first-party data \u529f\u80fd\u7684\u771f\u5b9e\u6848\u4f8b<\/h2><\/div><div class=\"fusion-text fusion-text-6\"><p>\u6d41\u884c\u7684\u6d41\u5a92\u4f53\u670d\u52a1 Netflix \u5c31\u662f\u4e00\u4e2a\u4ee4\u4eba\u4fe1\u670d\u7684\u4f8b\u5b50\u3002Netflix \u5229\u7528\u5176\u5e9e\u5927\u7684 first-party data \u8d44\u6e90\u5e93\u4e3a\u5176\u5185\u5bb9\u63a8\u8350\u5f15\u64ce\u63d0\u4f9b\u52a8\u529b\u3002. <strong>\u901a\u8fc7\u5206\u6790\u89c2\u770b\u6a21\u5f0f\u3001\u8bc4\u7ea7\u548c\u7528\u6237\u4e92\u52a8\uff0cNetflix \u53ef\u63d0\u4f9b\u4e2a\u6027\u5316\u7684\u76f8\u5173\u5185\u5bb9\u5efa\u8bae<\/strong> \u7528\u6237\u3002\u8fd9\u79cd\u4e2a\u6027\u5316\u7684\u65b9\u6cd5\u63d0\u9ad8\u4e86\u7528\u6237\u6ee1\u610f\u5ea6\uff0c\u589e\u52a0\u4e86\u53c2\u4e0e\u5ea6\uff0c\u63d0\u9ad8\u4e86\u7559\u5b58\u7387\uff0c\u4ece\u800c\u4f7f Netflix \u5728\u6d41\u5a92\u4f53\u884c\u4e1a\u53d6\u5f97\u4e86\u5de8\u5927\u6210\u529f\u3002.<\/p>\n<p>\u540c\u6837\uff0c\u4e16\u754c\u8457\u540d\u7684\u97f3\u4e50\u6d41\u5a92\u4f53\u5e73\u53f0 Spotify \u4e5f\u5229\u7528 first-party data \u6765\u7b56\u5212\u4e2a\u6027\u5316\u7684\u97f3\u4e50\u63a8\u8350\u3002. <strong>\u901a\u8fc7\u8ddf\u8e2a\u6536\u542c\u4e60\u60ef\u3001\u7528\u6237\u504f\u597d\u548c\u64ad\u653e\u5217\u8868\u521b\u5efa\u60c5\u51b5\uff0cSpotify \u53ef\u521b\u5efa\u91cf\u8eab\u5b9a\u5236\u7684\u64ad\u653e\u5217\u8868\u548c\u97f3\u4e50\u5efa\u8bae<\/strong> \u4f7f\u5e73\u53f0\u6781\u5177\u5438\u5f15\u529b\u548c\u5438\u5f15\u529b\u3002\u8fd9\u79cd\u4e2a\u6027\u5316\u65b9\u6cd5\u6709\u52a9\u4e8e\u63d0\u9ad8\u7528\u6237\u6ee1\u610f\u5ea6\u3001\u5ef6\u957f\u4f7f\u7528\u65f6\u95f4\u548c\u964d\u4f4e\u6d41\u5931\u7387\u3002.<\/p>\n<p>\u5168\u7403\u8fde\u9501\u5496\u5561\u9986\u661f\u5df4\u514b\u901a\u8fc7\u5176\u79fb\u52a8\u5e94\u7528\u7a0b\u5e8f\u548c\u5fe0\u8bda\u5ea6\u8ba1\u5212\u5229\u7528 first-party data\u3002. <strong>\u901a\u8fc7\u6536\u96c6 data \u987e\u5ba2\u504f\u597d\u3001\u8d2d\u4e70\u5386\u53f2\u548c\u4f4d\u7f6e\u4fe1\u606f\uff0c\u661f\u5df4\u514b\u53ef\u63d0\u4f9b\u5b9a\u5236\u7684\u5956\u52b1\u3001\u4f18\u60e0\u548c\u4fc3\u9500\u6d3b\u52a8<\/strong> \u987e\u5ba2\u3002\u8fd9\u79cd\u7b56\u7565\u4e0d\u4ec5\u80fd\u63d0\u9ad8\u987e\u5ba2\u5fe0\u8bda\u5ea6\uff0c\u8fd8\u80fd\u8ba9\u661f\u5df4\u514b\u4f18\u5316\u8425\u9500\u7b56\u7565\uff0c\u5e76\u6839\u636e\u5bf9\u6d88\u8d39\u8005\u7684\u6d1e\u5bdf\u529b\u6765\u5b9a\u5236\u4ea7\u54c1\u3002.<\/p>\n<p>\u8fd9\u4e9b\u771f\u5b9e\u6848\u4f8b\u8bc1\u660e\u4e86 first-party data \u5728\u8f6c\u53d8\u8425\u9500\u8ba1\u5212\u548c\u63a8\u52a8\u4e1a\u52a1\u6210\u529f\u65b9\u9762\u7684\u5de8\u5927\u6f5c\u529b\u3002\u901a\u8fc7\u5229\u7528\u81ea\u5df1\u7684 first-party data\uff0c\u54c1\u724c\u53ef\u4ee5\u63d0\u4f9b\u9ad8\u5ea6\u4e2a\u6027\u5316\u7684\u4f53\u9a8c\uff0c\u5efa\u7acb\u5ba2\u6237\u5fe0\u8bda\u5ea6\uff0c\u5e76\u83b7\u5f97\u7ade\u4e89\u4f18\u52bf\u3002\u8fd9\u4e9b\u54c1\u724c\u7684\u6210\u529f\u5f70\u663e\u4e86 first-party data \u7684\u4ef7\u503c\uff0c\u5e76\u6fc0\u52b1\u5176\u4ed6\u516c\u53f8\u4f18\u5148\u8003\u8651\u81ea\u5df1\u7684 data \u8d44\u4ea7\uff0c\u6295\u8d44\u4e8e\u6700\u5927\u9650\u5ea6\u53d1\u6325 first-party data \u6f5c\u529b\u7684\u6218\u7565\u3002.<\/p>\n<p><em>\u5728\u672c\u7cfb\u5217\u7684\u7b2c\u4e8c\u90e8\u5206\uff0c\u6211\u4eec\u5c06\u4ed4\u7ec6\u7814\u7a76\u5728\u6f0f\u6597\u9876\u90e8\u548c\u6574\u4e2a\u5ba2\u6237\u65c5\u7a0b\u4e2d\u6709\u6548\u5229\u7528 first-party data \u7684\u7b56\u7565\u3002.<\/em><\/p>\n<p><em>\u5982\u9700\u8054\u7cfb\u4f5c\u8005\uff0c\u8bf7\u901a\u8fc7\u4ee5\u4e0b\u65b9\u5f0f\u8054\u7cfb\u4ed6 <a href=\"\/zh\/m&\/#97;&#105;&#x6c;&#x74;&#x6f;:&#65;&#109;&#x69;&#x74;&#x2e;er&#97;&#x6e;&#x64;&#x65;&#64;a&#114;&#116;&#x65;&#x66;&#x61;c&#116;&#46;&#x63;&#x6f;&#x6d;\">Amit.erande@artefact.com<\/a><\/em><\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"<p>\u8fd9\u662f\u5173\u4e8e\u5982\u4f55\u5728\u8425\u9500\u4e2d\u6709\u6548\u8fd0\u7528 first-party \u548c data 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