He maha tonu ngā pātai mai ki ahau, "Nā, he aha rawa te pāpāho hōtaka?" Ahakoa kua iti haere te auau, ka puta tonu mai tēnei pātai i ētahi wā i roto i ngā hui pakihi me ngā huihuinga e haere atu ana ahau. Ka tīmata ahau mā te kī, ehara i te whanaketanga noa iho o te pānuitanga ipurangi, engari he panonitanga tauira te pāpāho hōtaka i roto i te huarahi e tae atu ai ngā waitohu ki ā rātou kaihoko.
I ngā rā tōmua o te ipurangi, i mahia tika te hoko pāpāho mā roto i ngā tomokanga, ā, nā tēnei i whakawhāiti te whānuitanga me te whai huatanga o ngā kaupapa whakatairanga. I te tipu haere o te ipurangi me ngā taonga pānuitanga, kāore i taea te whakahaere ā-ringa i ngā mea maha. Koinei te wā i puta ai ngā pāpāho kaupapa hei otinga: te whakahaere aunoa i ngā tukanga, te hono i ngā taonga, me te tuku hoko wā-tūturu, me te whakarite kia tae atu ngā kaiwhakatairanga ki ngā tāngata tika i te wā tika. I roto i ngā kupu hangarau, he tikanga aunoa tēnei mō te hoko wāhi pānuitanga mamati mā roto i ngā tūāpapa e mōhiotia ana ko ngā DSP (Demand Side Platforms), e whai wāhi atu ai ngā tohunga pāpāho ki te 98% o ngā taonga mamati o te ao, tae atu ki ngā paetukutuku, ngā taupānga, ngā tomokanga, tae atu ki ngā pāpāho hou pērā i te Connected TV (CTV) me te oro mamati.
Mā te whakamahi i ngā rauropi matatau, ka taea e ngā hangarau pēnei i te ako mīhini me te ako hōhonu te whakahaere i ngā rahinga raraunga nui, ka taea ai te mārama me te matapae i ngā whanonga a te kaihoko i roto i ngā horopaki rerekē. Ehara i te mea ka whakarei ake i te wheako kaiwhakamahi anake, engari ka whakawhaiaro hoki i ngā taunekeneke i roto i te huarahi ahurei, ka whakapakari i te hononga i waenga i te waitohu me te hunga whakarongo. Ko ēnei mahi katoa, e whakamahia whānuitia ana, e rautakihia ana, ka arahina tātou ki tētahi mara hangarau kua rongonui i te tau kua hipa, ka noho hei pokapū mō ngā pakihi me ngā auahatanga maha. Kua mahara pea koe ki te Matauranga Horihori. Ko te AI tonu, kua whakauruhia ki roto i ngā pāpāho kaupapa mō te neke atu i te tekau tau, kua ara ake ngā rautaki pāpāho mamati ki tētahi taumata hou o te whai huatanga, te whakawhaiaro, me te kaha.
Mā te Matauranga Horihori ka whakarei ake i te whakatau kaupapa, ā, ka arotau i ngā hokohoko wāhi pānuitanga i te wā tūturu, kia tika ake ai, kia nui ake ai hoki ngā hua. Mā te tautoko a te Matauranga Horihori, ka taea e ngā waitohu te pā ki te kaihoko i te wā tika, me te karere tika, me te horopaki tino tika, ka whakanui ake i te kaha o te tahuritanga me te tuku i ngā tohunga hokohoko ki te arotahi ki ngā mahi rautaki me te auaha.
Hei mārama ki te whai wāhi a ngā pāpāho kaupapa me tōna mātauranga horihori ki ngā kaupapa hokohoko, kei raro nei ka whakarārangihia e au ētahi o ngā painga matua e tukuna ana e te tikanga:
Te āheinga wehewehe kore e taea te tautohe
I ēnei rā, he mea nui ake te mārama ki ngā whanonga a ngā kaihoko i te mōhio noa ko wai ngā kaihoko. Hei tauira, he rerekē rawa ngā whanonga hoko a ngā wāhine o taua reanga. Mā te pāpāho hōtaka, me tana AI whakauru, ka taea te tautuhi i ēnei rerekētanga, tae atu ki te whakarerekē i ngā kaupapa hokohoko i runga i te wā hoko a te hunga whakarongo, te whakaiti i te moni moumou me te whakanui ake i ngā hua.
Te haumarutanga me te tuku taurangi o ngā pānuitanga ki ngā tāngata tūturu
Ko Brazil te whenua tuarua e nui ana te maha o ngā tinihanga ipurangi. Ka whakauruhia e ngā DSP hou ngā taputapu e tautuhi ana i ngā pāwhiri tinihanga me ngā taiao whakapae, kia kitea ai ngā pānuitanga ki ngā tāngata tūturu anake i roto i ngā horopaki tika. I konei i Publya, he tino nui tā mātou mahi ki tēnei, ā, kua neke atu mātou i tētahi atu taahiraa, mā te whakawhanake i ngā papaaho e āhei ai ā mātou kiritaki me ngā tari ki te whai i te ahunga whakamua o te kaupapa i te wā tūturu, me te whakatairanga i te māramatanga me te aroturuki i ngā hua.
Te whakauru i ngā rautaki hei whakaputa i te pumau o te waitohu
Ko te whanaketanga o ngā pāpāho hōtaka kua hipa atu i te ao matihiko, ka whakauruhia ngā pāpāho tuimotu tuku iho ki roto i tētahi tauira hoko aunoa. I ēnei rā, ka taea te pānuitanga i runga i te Connected TV (CTV), te oro matihiko i runga i ngā papaaho pēnei i a Spotify me Deezer, te reo irirangi ipurangi, tae atu ki te pouaka whakaata whakapāho, me ngā whakatakotoranga e hokona ana e CPM. I roto i te Out of Home (OOH), ka taea e te hangarau te whiriwhiri i ngā mata motuhake i ngā wā rautaki, me te kore e hiahia ki te whiriwhiri me ngā kaitākaro maha. Nā tēnei whānuitanga o te whakamahinga ka waiho te pāpāho hōtaka hei otinga 360°, e whakakotahi ana i te pai o te ipurangi me te tuimotu.
Ko tā tēnei he whakamahi i te hangarau pai rawa atu hei hono i te tangata, hei arotau i ngā rauemi, hei whakarite hoki i te whai huatanga mō ngā tari me ngā kaiwhakatairanga, hei whakahaere i te tukanga whakahaere kaupapa katoa. Ko tā tēnei he mārama ki ngā hiahia o ngā waitohu me te tuku otinga hei whakahaere i te tukanga, me te pono me te mana whakahaere i te mahi katoa me te whānuitanga o ngā mea ka taea. Koinei te pāpāho kaupapa me te AI.
