I-Meta imemezele ukuthi izodlulisela intela kubakhangisi, futhi imakethe yenza umsindo. Lokho kuvamile. Njalo lapho isiqhwaga senza ushintsho oluncane, isimo siyashintsha. Kodwa, ngemva kokushaqeka kokuqala, umbuzo ongakhululekile uhlala: kungani sihlala sincike kakhulu ezinkundleni ezimbalwa kuze kube yilapho noma yikuphi ukulungiswa kuba yinto exakile?
Inkinga akuyona izinga. Kuwukulima okukodwa. Uma utshala yonke into ensimini efanayo, noma yisiphi isilwane esiyingozi sizokonakalisa isivuno. Kuyafana nakwabezindaba: inqubomgomo entsha, i-algorithm "enomoya ophansi", ukwenyuka kwezindleko, ushintsho ekuchazeni, ukuphela kwamakhukhi ku-Chrome. Akukho kulokhu okusha. Umlando ujikeleza. Ilebula lenkinga liyashintsha, kodwa impande ihlala ikhona.
Ngikubonile lokhu mathupha ngenkampani entsha yokuhamba. Ukukhula okusheshayo, ukwanda kwendawo, lowo muzwa omkhulu wokuthola indlela efanele. Ngesinye isikhathi, inkampani yamukela isisombululo se-AI sokwenza imikhankaso isebenze ngokuzenzakalela. Kwasebenza kahle kangangokuthi banquma ukugxila konke esiteshini esisodwa futhi batshale imali engu-100% kuleyo fomethi. Kwabe sekufika usuku lapho ukusebenza kwehla khona ngokungazelelwe. Akukho zinguquko zokucushwa futhi akukho ncazelo evela ohlelweni. Njengoba wonke umsebenzi wawusezandleni ze-algorithm, kwakungekho bhokisi elimnyama lokuvula. Imodeli ilethe umkhiqizo oqediwe, kodwa hhayi iresiphi, nomphumela? Umkhankaso wokwakha kabusha imikhankaso, ukulahlekelwa kwemali engenayo kanye nokudonswa, okuhlanganisa nokuncishiswa kweqembu. Ngaleso sikhathi, basola isiteshi. Iphutha kwakungelona "lapho" abakhangisa khona, kodwa kunalokho bathembele kakhulu endaweni eyodwa.
Ama-ejensi nabakhangisi bayazi leli qiniso. Bakhuluma ngokuhlukahluka kwezethulo, kodwa emisebenzini yansuku zonke, ingcindezi yokuhlangabezana nezinhloso kanye nesilingo sokunethezeka kusunduza konke ezivandeni ezimbili noma ezintathu ezibiyelwe ngodonga. Okwamanje, ukunyakaza okufana ne-Meta kusebenza njengesixwayiso: noma ngubani olawula ingqalasizinda ubeka imithetho. Baphishekela inzuzo, njenganoma yiliphi ibhizinisi elingathi sína. Bangaphezu kokulungile, futhi umbuzo uwukuthi senzani ngalesi sixwayiso.
Ukuhlukahluka akuyona into eyenzeka ngokushesha, kodwa kuyindaba yokubusa. Kumayelana nokuphatha abezindaba njengephothifoliyo yezezimali, ukufuna ubudlelwano obuphansi, ukulinganisela ingozi kanye nenzuzo, nokuqinisekisa ukuthi imali isetshenziswa ngendlela efanele. Uma isabelomali sisakazwa ngokuhlakanipha, isimo esibi asibi yinhlekelele. Uma sigxile, noma yiliphi igagasi liba yinhlekelele.
"Kulungile, kodwa hlukana uye kuphi?" Kunezindlela eziqinile, ezihlanganisiwe, esezivele zichaza ingxenye ebalulekile yephayi yedijithali ezimakethe ezivuthiwe. Kuhlelwe ngeqoqo lezinto ezisezingeni eliphezulu kanye nedatha ehlanzekile. Ukukhangisa kwemvelo okuhlonipha umongo futhi okuletha ukuzibandakanya kwangempela. Imidiya ecebile edlala ngokuxhumana nokukhumbula. Imidiya yangaphakathi nohlelo enokufinyelela okusebenzayo kanye nemvamisa. Umsindo owakha uphawu ngenkathi uhambisana nokuphila kwansuku zonke. Ividiyo ngamafomethi e-premium, kusukela ku-CTV kuya ku-mid-roll ebekwe kahle. Akukhona ngokushintsha ukuthembela okukodwa ngomunye, kodwa mayelana nokuhlanganisa ibhasikidi elinezindima ezahlukene, izilinganiso ezicacile, kanye nemibono yokukhula.
Yilapho indima yohlangothi ngalunye ingena khona. Ama-ejensi kudingeka amelane ne-autopilot ebeka phambili lokho okulula ukukusebenzisa nokunzima ukukuthethelela uma kungahambi kahle, futhi ngasohlangothini lwabakhangisi, isimemo ukunikeza abathengi bemidiya inkululeko yokungagxili nje ezimpendulweni eziqondile, nokuba nendawo yezilinganiso zesikhathi eside.
Okokuqala, ukuxilongwa okuqotho kwengozi yamanje. Ingakanani i-CAC yakho encike ku-Meta kanye ne-Google zihlangene? Uma impendulo ithi: "idlula u-80%", usuvele uyazi ukuthi ingozi ilele kuphi. Bese kuba yisikhathi sokuhlola okuhlelekile. Sungula isikhwama sezilingo ngekota, ngemibono ecacile, izilinganiso zezindleko kanye nekhwalithi, kanye namafasitela okuhlola ahlonipha umjikelezo webhizinisi lakho. Akukhona ukudlala ngokuhlola. Kumayelana nokufunda ngendlela ehlelekile. Okokugcina, ukuphathwa kokufunda. Njalo ngesonto ukuqonda kuba ukulungiswa kwenkambo. Uma into isebenza, "ungathandi": qonda ukuthi kungani, ibhale phansi, uyikopishe, bese uchaza iphuzu lokugcwala ngaphambi kokuba ufike lapho. Imidiya iyinhlanganisela yobuciko nesayensi.
Ake sibuyele esibonelweni sokuqala. Ukube uhlelo lwemidiya beluyiphothifoliyo, ukwehla okungazelelwe kwesiteshi esibusayo bekuyolimaza kancane futhi kufundise okwengeziwe. Ngokuhlukahluka, ugcina imizwa yakho ishaya ngamandla. Ngaphandle kwalo, ubambeke ngaphansi kwesandla sezinhlelo ezingakukweleti ncazelo.
Ingxoxo mayelana nezintela ezidlulisiwe, ukwanda kwama-CPM, kanye nezimpawu zokuthi umuntu ungubani ezinyamalalayo ziyasebenza. Ibonisa iqiniso lemakethe efuna inzuzo kanye nobumfihlo. Kodwa ukusebenzisa lo msindo ukukhononda kuphela kuwukuphuthelwa ithuba lokuvela unamandla. Okubalulekile ukuthi umkhangisi ngamunye kanye nenhlangano ngayinye bazoyiklama kanjani kabusha ingxube yabo ukuze ushintsho lomthetho olulandelayo lube ukulungiswa komkhumbi, hhayi ukuphahlazeka komkhumbi.
Ekugcineni, inselele ayisiyo eyothando kakhulu kodwa isebenza kakhulu. Injani icebo lakho namuhla? Ingabe lihlukahlukene ngempela, noma usawushaya indiva umhlaba ofanele? Ngoba umhlaba ofanele awukho. Okukhona icebo olisusa ephepheni, ulibuyekeze, ulilinganise, futhi ulithuthukise. Umbuzo osebenza ku-2026 - nakunoma yimuphi umjikelezo - umane nje: ufuna ukudlala umdlalo wesikhulumi njengesithunjwa semithetho yawo, noma ufuna ukusizakala ngezinsiza zawo ezimangalisayo ukwakha isu eliphumelelayo neliqinile?
NguBruno Oliveira, i-COO ye-ADSPLAY
