Ngivame ukubuzwa, "Ngakho-ke, iyini ngempela imithombo yezindaba ezihleliwe?" Nakuba incipha, lo mbuzo usavela ngezikhathi ezithile emihlanganweni yebhizinisi nasemibuthanweni engiya kuyo. Ngivame ukuqala ngokuthi, ngaphezu nje kokuvela kokukhangisa ku-inthanethi, imithombo yezindaba ezihleliwe imelela ushintsho olubonakalayo endleleni imikhiqizo efinyelela ngayo abathengi bayo.
Ezinsukwini zokuqala ze-inthanethi, ukuthengwa kwemidiya kwakwenziwa ngqo ngama-portal, okwakunciphisa ukufinyelela nokusebenza kahle kwemikhankaso. Njengoba i-inthanethi kanye nempahla yokukhangisa kwanda kakhulu, kwaba nzima ukuphatha amathuba amaningi ngesandla. Yilapho-ke imidiya yezinhlelo yavela khona njengesixazululo: ukwenza izinqubo ngokuzenzakalela, ukuxhumanisa izinto ezikhona, kanye nokunikeza ukuthenga ngesikhathi sangempela, ukuqinisekisa ukuthi abakhangisi bafinyelela kubantu abafanele ngesikhathi esifanele. Ngokwezobuchwepheshe, kuyindlela ezenzakalelayo yokuthenga isikhala sokukhangisa sedijithali ngamapulatifomu aziwa ngokuthi ama-DSP (Demand Side Platforms), lapho ochwepheshe bemidiya benokufinyelela ku-98% wempahla yedijithali yomhlaba wonke, okuhlanganisa amawebhusayithi, izinhlelo zokusebenza, ama-portal, ngisho nemidiya emisha efana ne-Connected TV (CTV) kanye nomsindo wedijithali.
Ngokusebenzisa ama-algorithms athuthukile, ubuchwepheshe obufana nokufunda komshini kanye nokufunda okujulile kwenza kube lula ukuphathwa kwemininingwane eminingi, okwenza kube nokwenzeka ukuqonda nokubikezela ukuziphatha kwabathengi ezimweni ezahlukene. Lokhu akugcini nje ngokucebisa ulwazi lomsebenzisi kodwa futhi kwenza kube ngumuntu siqu ukusebenzisana ngendlela ehlukile, kuqinise isibopho phakathi komkhiqizo kanye nezithameli. Yonke le misebenzi, esetshenziswa kabanzi futhi ngendlela ehlelekile, isiholela emkhakheni wezobuchwepheshe osudumile ngonyaka odlule, waba yisikhungo samabhizinisi amaningi kanye nezinto ezintsha. Cishe ubukhumbula ubuhlakani bokwenziwa. I-AI ngokwayo, ebihlanganiswe nemidiya yezinhlelo iminyaka engaphezu kweshumi, iphakamise amasu emidiya yedijithali ezingeni elisha lokusebenza kahle, ukwenza kube ngokwakho, kanye nokuqiniseka.
Ubuhlakani Bokwenziwa buthuthukisa kakhulu ukwenza izinqumo futhi buthuthukisa ukudayiswa kwesikhala sokukhangisa ngesikhathi sangempela, kuqinisekiswe ukunemba okukhulu nemiphumela ebaluleke kakhulu. Ngokusekelwa yi-AI, imikhiqizo ingathinta umthengi ngesikhathi esifanele, ngomyalezo ofanele kanye nomongo ofanele kakhulu, ikhulise amandla okuguqula ngenkathi ikhulula ochwepheshe bokumaketha ukuthi bagxile emisebenzini enamasu amaningi nokudala.
Ukuze ngiqonde ukuthi imidiya yohlelo kanye nobuhlakani bayo bokwenziwa kusiza kanjani emikhankasweni yokumaketha, ngezansi ngibala ezinye zezinzuzo eziyinhloko ezinikezwa yile ndlela:
Amandla okuhlukanisa angaphikiswa
Namuhla, ukuqonda ukuziphatha kwabathengi kubaluleke kakhulu kunokwazi nje ukuthi bangobani abathengi. Abesifazane beqembu elifanayo leminyaka, isibonelo, bangaba nokuziphatha okuhluke ngokuphelele kokusebenzisa. Imidiya ehleliwe, ene-AI efakiwe, ayivumeli nje kuphela ukuhlonza lo mehluko kodwa futhi ivumela ukulungiswa kwemikhankaso ngokusekelwe esikhathini sokuthenga kwezilaleli, ukunciphisa isabelomali esichithwayo kanye nokwandisa imiphumela.
Ukuphepha kanye nokulethwa okuqinisekisiwe kwezikhangiso kubantu bangempela
IBrazil iyizwe lesibili elinezinga eliphezulu kakhulu lokukhwabanisa ku-inthanethi. Ama-DSP anamuhla ahlanganisa amathuluzi ahlonza ukuchofoza okukhohlisayo kanye nezimo ezisolisayo, aqinisekisa ukuthi izikhangiso ziboniswa kuphela kubantu bangempela ezimweni ezifanele. Lapha ePublya, sithatha lokhu ngokungathi sína kangangokuthi sesihambe ibanga elide, sakha amadeshibhodi avumela amakhasimende ethu nezinhlangano ukuthi zilandelele inqubekela phambili yomkhankaso ngesikhathi sangempela, zikhuthaza ukucaca kanye nokuqapha imiphumela.
Ukuhlanganisa amasu okudala ukuvumelana komkhiqizo
Ukuvela kwemidiya ehleliwe kudlula umbuso wedijithali, kuhlanganisa imidiya engaxhunyiwe ku-inthanethi ngokwesiko ibe imodeli yokuthenga ezenzakalelayo. Namuhla, kungenzeka ukukhangisa ku-Connected TV (CTV), umsindo wedijithali kumapulatifomu afana ne-Spotify ne-Deezer, umsakazo oku-inthanethi, ngisho ne-TV yokusakaza, ngamafomethi athengiswa yi-CPM. Ku-Out of Home (OOH), ubuchwepheshe buvumela ukukhethwa kwezikrini ezithile ngezikhathi zamasu, ngaphandle kwesidingo sokuxoxisana nabadlali abaningi. Lokhu kuguquguquka kwenza imidiya ehleliwe ibe yisisombululo esingu-360°, esihlanganisa okuhle kakhulu ku-inthanethi nokungaxhunyiwe ku-inthanethi.
Lokhu kumayelana nokusebenzisa ubuchwepheshe obungcono kakhulu ukuxhumanisa abantu, ukwenza ngcono izinsiza, nokuqinisekisa ukusebenza kahle kwama-ejensi nabakhangisi, okwenza kube lula yonke inqubo yokuphatha umkhankaso. Kumayelana nokuqonda izidingo zemikhiqizo nokuletha izixazululo ezenza inqubo ibe lula, ngokuthembekile nangokulawula yonke imisebenzi kanye nokuhlukahluka kwamathuba. Lokhu kuyimidiya yezinhlelo kanye ne-AI.
