Nkunze kubazwa, "Noneho, mubyukuri itangazamakuru rifite gahunda ni iki?" Nubwo bigenda biba bike, iki kibazo kiracyaza rimwe na rimwe mu nama zubucuruzi no mu giterane nitabira. Mubisanzwe ntangira mvuga ko, uretse gusa ubwihindurize bwo kwamamaza kumurongo, itangazamakuru ryerekana gahunda ryerekana ihinduka ryerekana uburyo ibicuruzwa bigera kubakoresha.
Mu minsi ya mbere ya interineti, kugura itangazamakuru byakorwaga neza na portal, byagabanije kugera no gukora neza ubukangurambaga. Mugihe interineti no kwamamaza ibicuruzwa byiyongereye cyane, ntibyabaye byiza gucunga intoki gucunga byinshi bishoboka. Nibwo itangazamakuru rya programme ryagaragaye nkigisubizo: gutangiza inzira, guhuza ibarura, no gutanga igihe nyacyo, kwemeza ko abamamaza bagera kubantu bakwiriye mugihe gikwiye. Mu rwego rwa tekiniki, ni uburyo bwikora bwo kugura umwanya wo kwamamaza hifashishijwe ikoranabuhanga binyuze ku mbuga zizwi ku izina rya DSPs (Demand Side Platforms), aho abahanga mu itangazamakuru bagera kuri 98% by’ibarura rusange ku isi, harimo imbuga za interineti, porogaramu, imbuga za interineti, ndetse n’ibitangazamakuru bishya nka Connected TV (CTV) n'amajwi ya digitale.
Hamwe nogukoresha algorithms zateye imbere, tekinoroji nko kwiga imashini no kwiga byimbitse bifasha gucunga umubare munini wamakuru, bigatuma bishoboka kumva no guhanura imyitwarire yabaguzi mubice bitandukanye. Ibi ntabwo bikungahaza uburambe bwabakoresha gusa ahubwo binashyira mubikorwa imikoranire muburyo budasanzwe, bishimangira isano iri hagati yikimenyetso nababumva. Iyi mirimo yose, ikoreshwa mugari no mubikorwa, ituganisha kumurongo wikoranabuhanga rimaze kumenyekana mumwaka ushize, rihinduka ikigo cyibikorwa byinshi nudushya. Ushobora kuba wibutse Ubwenge bwa artificiel. AI ubwayo, yinjiye mu bitangazamakuru byandika mu myaka irenga icumi, yazamuye ingamba z’itangazamakuru rya digitale ku rwego rushya rwo gukora neza, kwimenyekanisha, no kwiyemeza.
Ubwenge bwa artificiel bwongera imbaraga mu gufata ibyemezo kandi bugahindura cyamunara yo kwamamaza mugihe nyacyo, byemeza neza nibisubizo byingenzi. Hatewe inkunga na AI, ibirango birashobora kugira ingaruka kubaguzi mugihe gikwiye, hamwe nubutumwa bwiza kandi muburyo bukwiye, bikagabanya ubushobozi bwo guhindura mugihe urekura abanyamwuga bo kwamamaza kugirango bibande kubikorwa byinshi byubaka kandi bihanga.
Kugira ngo wumve uburyo itangazamakuru rya programme hamwe nubwenge bwaryo bwubukorikori bigira uruhare mubikorwa byo kwamamaza, hepfo ndondora bimwe mubyingenzi byingenzi uburyo butanga:
Ubushobozi bwo gutandukanya ibice
Uyu munsi, gusobanukirwa imyitwarire y'abaguzi ni ngombwa kuruta kumenya abaguzi abo ari bo. Abagore bo mu kigero kimwe, kurugero, barashobora kugira imyitwarire itandukanye rwose. Itangazamakuru ryitumanaho, hamwe na AI ryashyizwemo, ntirishobora gusa kumenya itandukaniro ahubwo rinahindura ihinduka ryiyamamaza rishingiye kumwanya wo kugura abumva, kugabanya ingengo yimari yatakaye no gutanga ibisubizo byinshi.
Umutekano hamwe nubwishingizi bwo gutanga amatangazo kubantu nyabo.
Burezili nicyo gihugu cya kabiri gifite umubare munini wuburiganya bwa interineti. DSP igezweho ihuza ibikoresho byerekana gukanda uburiganya hamwe nibidukikije biteye amakenga, byemeza ko amatangazo yerekanwa kubantu nyabo gusa mubihe bikwiye. Hano kuri Publya, ibi turabifata neza kuburyo twateye indi ntera, dutezimbere imbaho zituma abakiriya bacu ninzego zacu zikurikirana iterambere ryiyamamaza mugihe nyacyo, guteza imbere gukorera mu mucyo no gukurikirana ibisubizo.
Guhuriza hamwe ingamba zo kubyara ibirango bihamye.
Ubwihindurize bwibitangazamakuru byandika birenze urwego rwa digitale, bihuza itangazamakuru gakondo kumurongo muburyo bwo kugura bwikora. Uyu munsi, birashoboka kwamamaza kuri Connected TV (CTV), amajwi ya digitale kurubuga nka Spotify na Deezer, radio kumurongo, ndetse no gutangaza TV, hamwe na format zagurishijwe na CPM. Muri Hanze Yurugo (OOH), tekinoroji yemerera guhitamo ecran zihariye mugihe cyibikorwa, bitabaye ngombwa ko tuganira nabakinnyi benshi. Ubu buryo butandukanye butanga itangazamakuru rya porogaramu 360 ° igisubizo, gihuza ibyiza byo kumurongo no kumurongo.
Ibi bijyanye no gukoresha ikoranabuhanga ryiza muguhuza abantu, guhuza umutungo, no kwemeza imikorere yinzego hamwe nabamamaza, byorohereza gahunda yo kuyobora ubukangurambaga. Nukwumva ibikenewe mubirango no gutanga ibisubizo byoroshya inzira, byizewe kandi hamwe no kugenzura ibikorwa byose hamwe nibishoboka bitandukanye. Nibitangazamakuru byandika na AI.
