Nk’uko ubushakashatsi bwakozwe na IAB Burezili ku bufatanye na Kantar Ibope Media bubitangaza, isoko ry’igihugu ryashoye miliyari 16.4 z'amadolari mu kwamamaza hakoreshejwe ikoranabuhanga mu mezi atandatu ya mbere ya 2024 honyine. Muri uru rugendo rw’isoko, birashoboka kumenya ingamba nyamukuru z’umurenge muri iki gihe no guhanura ibizashoboka bigomba gukurikizwa mu gice cya kabiri cy’umwaka no mu ntangiriro za 2025.Ni ko bimeze no kwamamaza ku buryo busanzwe.
Nk’uko byatangajwe na Bruno Almeida, umuyobozi mukuru wa Media Media yo muri Amerika , ihuriro rikuru ry’ibitangazamakuru muri Amerika y'Epfo, ubu buryo buzahindura ejo hazaza h'iki gice. Agira ati: "Hamwe na Google igenda ihagarika igice cya gatatu gikurikirana kuki muri Chrome, ibigo bigomba gushaka uburyo bwo gukomeza gutanga amatangazo ajyanye no kubona amakuru yakusanyirijwe ku mbuga za interineti hanze y’urubuga rwabo. Kwamamaza ibintu ni byo by'ingenzi, kuko bifungura umwanya ku buryo bushya kandi bushoboka".
Nigute kwamamaza byamamaza bikora?
Cookies namakuru yihariye yakusanyirijwe mugihe cyo gusura urubuga kandi agasangirwa nandi masosiyete, bigatuma kwamamaza byihariye. Ariko, mu myaka ine ishize, ikiganiro kijyanye no guhagarika aya makuru cyarushijeho kwiyongera kubera ingaruka ziterwa n’ibanga ry’abakoresha ndetse n’amabwiriza yiyongera ku ngingo, bituma ibigo byinshi bireka ubu buryo.
Ku rundi ruhande, hamwe n’iterambere mu buhanga bw’ubukorikori (AI), kwamamaza ku buryo bwarushijeho kuba byiza. Binyuze muri iryo koranabuhanga, igisubizo ntikisesengura gusa ibiri mu rupapuro umukoresha asuye, ahubwo anasesengura ibintu bijyanye n’imiterere y’imiterere n’ikirere. Ibi bituma habaho gukora imyirondoro ihamye kandi itazwi kugirango ikoreshwe mu kwerekana amatangazo ajyanye, kuko iteganya imigambi n'imyitwarire hamwe nukuri.
Ku bwa Almeida, iyi miterere igirira akamaro buri wese ubigizemo uruhare. Asobanura agira ati: "Ku ruhande rw'abamamaza, ni inzira yo kongera ibiciro byo gukanda no guhinduranya, mu gihe hubahirizwa amabwiriza nk'aya Mabwiriza rusange yo kurinda amakuru (GDPR) ndetse n'itegeko ryerekeye ubuzima bwite bw'abaguzi muri Californiya (CCPA). Ku ruhande rw'umuguzi, kwizera ibicuruzwa byubaha ubuzima bwabo birashimangirwa, kandi uburambe bwabo bugenda bwiyongera binyuze mu kwakira amatangazo yinjira mu buryo buhuje n'inyungu zabo."
Ibishobora gukoreshwa muburyo bwo kwamamaza ku isoko: Kugeza ubu, ibigo byinshi bimaze kwerekana ubushobozi bukomeye bwo gukoresha amatangazo yamamaza mubikorwa byubucuruzi. Umuyobozi mukuru wa Media Media yo muri Amerika atanga urugero rwa Tinder, urubuga rwo gukundana rushingiye ku kibanza, hamwe na Fandom, umuryango w’abafana utanga ingingo, ubuyobozi, n'amahuriro yerekeye firime, urukurikirane, n'imikino, nk'urugero.
Mu rubanza rwa mbere, umuyobozi mukuru yerekana ko porogaramu ishobora gukusanya amakuru ku byifuzo by’abakoresha kugira ngo berekane ibirimo. Agira ati: "Urugero, niba umuntu agaragaje ko ashishikajwe n'ibikorwa byo hanze cyangwa akavuga siporo muri bio yabo, barashobora kwakira amatangazo y'imyenda ya siporo, ibikoresho byo mu ngando, cyangwa ibirori byo kwinezeza."
Kubijyanye na Fandom, Almeida atanga igitekerezo cyo gushyiramo amatangazo kavukire nkubundi buryo, buhuza hamwe nigishushanyo mbonera cyibirimo. Yashoje agira ati: "Turimo kuvuga ku ngingo zatewe inkunga ziganira ku bintu byihishe inyuma ya filime cyangwa ibiganiro byihariye hamwe n'abakinnyi, mu gihe kimwe cyo guteza imbere kugura itike cyangwa gutanga serivisi za serivisi."
