OkulandelayoUmhlahlandlela olandelayo
I-AI Ekuphathweni Kwezinzuzo Zikahulumeni
Izimboni
I-Industries GUIDE
I-AI ku-Programmatic Advertising
I-AI ekukhangiseni okuhleliwe iwukusetshenziswa komshini wokufunda ukuze uthenge futhi udayise okuvelayo kwezikhangiso zedijithali ngokuzenzakalela, kunquma ngama-millisecond ukuthi isiphi isikhangiso esizoboniswa, kubani, futhi ngayiphi intengo.
Kuleli khasi4 amaminithi afundiwe
Uhlolojikelele
Kubalulekile ngoba okuningi kwezibonisi zanamuhla, ividiyo kanye nempahla ye-TV exhunyiwe kudayiswa ngale ndlela, ngakho lawa mamodeli alolonga lokho abantu abakubonayo, lokho abashicileli abakuzuzayo, nokuthi bungakanani ukukhwabanisa nobumfihlo obuthwalwa yisistimu.
I-Deep Dive
Lapho ikhasi noma uhlelo lokusebenza olunezikhala zesikhangiso lilayisha, inkundla yohlangothi lokunikezela lomshicileli ithumela isicelo sebhidi, ngokuvamile ngefomethi ye-OpenRTB enakekelwa yi-IAB Tech Lab, ekushintshaneni kwezikhangiso nasezinkundleni zokuxhumana ezidinga usizo. Isicelo sichaza umbono: isayithi noma uhlelo lokusebenza, usayizi wesikhangiso, uhlobo lwedivayisi, cishe indawo, nanoma yiziphi izihlonzi zomsebenzisi ezitholakalayo. Yonke indali ngokuvamile inesabelomali sesikhathi esingama-millisecond angu-100, futhi isikhangiso esiwinayo sinikezwa ngaphambi kokuba umsebenzisi abone ukubambezeleka. I-AI yenza izinqumo eziningi. Ama-DSP asebenzisa amamodeli abikezela izinga lokuchofoza, izinga lokuguqulwa noma ukubonakala kombono ngamunye, bese ephendula lezo zibikezelo zibe amabhidi. Njengoba imboni isuka enanini lesibili iya ezindalini zentengo yokuqala phakathi konyaka ka-2017 no-2019 (umphathi wesikhangiso we-Google washintsha ngo-2019), ama-DSPs angeze ukufihla amabhidi: amamodeli alinganisela inani eliphansi okungenzeka lisazowina, ukuze abathengi bangakhokhi ngokweqile. Ohlangothini lokuthengisa, ama-SSP asetha izitezi eziguqukayo futhi anqume ukuthi yibaphi ozakwethu abafunwayo abangabashayela. Ukumodela kwezithameli ngokomlando bekuncike kumakhukhi ezinkampani zangaphandle alandela abasebenzisi kuwo wonke amasayithi. ISafari iyawavimba ngokuzenzakalela futhi iFirefox iyawakhawulela, futhi i-Apple's App Tracking Transparency (2021) ikhawulele ama-ID okukhangisa eselula. I-Google ichithe iminyaka ihlela ukukhipha amakhukhi enkampani yangaphandle ku-Chrome ngebhokisi leSandbox Lobumfihlo, kwathi ngo-2024 yahlehlisa isifundo futhi yathi ngeke iphoqe ukuthi asuswe. Noma kunjalo, imboni isishintshele kudatha yenkampani yokuqala, ukukhomba umongo, amagumbi ahlanzekile kwedatha nezinye izihlonzi. Ukukhwabanisa kwezikhangiso kuyinkinga eqhubekayo. Amabhothi, izikhangiso ezifihliwe kanye nezizinda ezikhohlakele zidla amabhajethi; ukusebenza kwe-Methbot kudalulwe ngo-2016 ukubukwa kwamavidiyo omgunyathi ezinguqulweni zomgunyathi zamasayithi aphambili. Amamodeli okubona abheka ukuziphatha okungekona okomuntu, futhi amazinga e-ads.txt kanye ne-sellers.json avumela abathengi ukuthi baqinisekise ukuthi ubani ogunyaziwe ukuthengisa uhlu lwesayithi. Umbono oyiphutha ojwayelekile ukuthi isikhangiso se-AI 'siyabazi' abantu ngabanye. Amamodeli amaningi asebenza ngamasignali angenzeka, futhi ingxenye enkulu yokukhomba ihambisana nezimo noma imodelwe ezingeni leqembu.
I-Strategic Impact
Umongo nemithetho
Umongo womkhakha unquma ukuthi imibono ye-AI iyasinda yini ekuxhumaneni neqiniso.
Ukulawulwa kwekhwalithi
Imikhawulo yesizinda ithonya izilinganiso zamaphutha ezamukelekayo namamodeli wokugada.
Yakha ukukhetha
Ukuthunyelwa okuphumelelayo kuqondanisa amandla obuchwepheshe nokugeleza komsebenzi okuphambili.
Ikusasa le-AI ekukhangiseni ngohlelo
Lindela umnyakazo oqhubekayo oya kumasiginali angancikile ekulandeleni izindawo ezahlukene: idatha yomshicileli, amamodeli anomongo aqonda incazelo yekhasi nevidiyo, namagumbi ahlanzekile lapho abakhangisi nabashicileli befanisa izethameli ngaphandle kokushintshisana ngamarekhodi. Amanethiwekhi okuthengisa emidiya kanye ne-TV exhunyiwe ayiziteshi ezikhulayo lapho lezi zindlela sezivele zivamile. Imithetho yobumfihlo ezindaweni ezihlukahlukene izolokhu ikhawulela ukuthi iyiphi idatha engaphakela izithameli, futhi ukulinganisa kuzoncika kakhulu kusibaluli esimodeliwe, esihlanganisiwe. Ukukhwabanisa kuzoqhubeka nokuzivumelanisa nezimo, okuhlanganisa i-AI ekhiqizayo esetshenziselwa ukukhiqiza ngobuningi amasayithi enzelwe ukukhangisa ekhwalithi ephansi, ngakho-ke ukuqinisekiswa nokucaca kwendlela yokuhlinzeka kuzohlala kumaphakathi. Ukuthi izinqubomgomo zekhukhi lesiphequluli zishintsha kanjani ngokuqhubekayo kuhlala kungaqiniseki.
Ukuqaliswa Komhlaba Wangempela
Inkundla ye-demand-side (DSP) ibikezela amathuba okuthi umbono othile uzoholela ekuthengweni futhi iwuphindaphinde ngevelu lomkhangisi ngenguquko ngayinye ukusetha ibhidi yayo endalini yesikhathi sangempela.
Inkundla ye-supply side yomshicileli wezindaba (SSP) isebenzisa amanani aphansi, ukufunda inani elincane uhlobo ngalunye lokuvelayo okungenzeka lilandwe ngakho ukufakwa kwempahla akuthengiswa ngokushibhile kakhulu.
Isistimu yokuhlonza ukukhwabanisa imaka iqoqo 'lezivakashi' ezilayisha amakhasi asuka kumakheli e-IP aphakathi kwedatha, angasondeli, futhi achofoze ngezikhathi ezivamile zomshini, futhi leyo thrafikhi ayifakwa ngaphambi kokuthi kufakwe noma imaphi amabhidi.
Umthengisi ongenawo idatha yekhukhi yenkampani yangaphandle usebenzisa ukuqondisisa kokuqukethwe: imodeli ifunda okuqukethwe kwe-athikili yokuhamba ngezinyawo kanye namabhidi kulelo khasi ngegiya langaphandle, ngaphandle kwesihlonzi somuntu siqu esihilelekile.
Izingozi & Guardrails
Izidingo zokulawula zingenza ama-prototypes aqine ngenye indlela.
Idatha yomlando ingase ihlanganise ukuchema okulimaza imiphakathi ethile.
Izinhlelo zefa zingakha izithiyo zokuhlanganisa kanye nezindleko ezifihliwe.
Ukuqalisa Umhlahlandlela
Bandakanya ochwepheshe besizinda kusukela ekufakeni inkinga kuye ekuhlolweni.
Dizayina izindlela zokuhlola kanye nemibhalo ngaphambi kokwethulwa.
Qinisekisa ukuthobela imithetho nokuphepha kusenesikhathi.
Khipha ngezigaba ngemibandela yokumisa ecacile neyokubuyisela emuva.
Qhubeka Uhlole
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Imibuzo evame ukubuzwa
Iyini i-AI ekukhangiseni ngohlelo?
I-AI ekukhangiseni okuhleliwe iwukusetshenziswa komshini wokufunda ukuze uthenge futhi udayise okuvelayo kwezikhangiso zedijithali ngokuzenzakalela, kunquma ngama-millisecond ukuthi isiphi isikhangiso esizoboniswa, kubani, futhi ngayiphi intengo. Kubalulekile ngoba okuningi kwezibonisi zanamuhla, ividiyo kanye nempahla ye-TV exhunyiwe kudayiswa ngale ndlela, ngakho lawa mamodeli alolonga lokho abantu abakubonayo, lokho abashicileli abakuzuzayo, nokuthi bungakanani ukukhwabanisa nobumfihlo obuthwalwa yisistimu.
Cishe kufanele kuqedwe isikhathi esingakanani ukubhida kwendali yesikhathi sangempela?
Izindali ze-RTB ngokuvamile zisebenza ngaphakathi kwesabelomali esingama-millisecond angu-100 ukuze isikhangiso esiwinayo sikwazi ukunikeza ngaphambi kokuba umsebenzisi abone noma yikuphi ukubambezeleka.
Iyiphi inhlangano egcina ifomethi ye-OpenRTB evame ukusetshenziselwa izicelo zebhidi?
I-OpenRTB inakekelwa yi-IAB Tech Lab, indikimba yamazinga ezobuchwepheshe embonini yokukhangisa.
Yenzani ibhidi shading?
Ezindalini zentengo yokuqala owinile ukhokha lokho akubhidileyo, ngakho amamodeli e-bid-shading alinganisela inani eliphansi eliwinayo ukuze agweme ukukhokha ngokweqile.
Kungani kufanele izibikezelo zokuchofoza udlule kulowo obhidayo zilinganiswe kahle, zingagcini nje ngokuhlelwa kahle?
Ibhidi ibalwa kumathuba abikezelwe, ngakho-ke isilinganiso esingaphezu kwamaphesenti angu-20 sihumusha ngokuqondile sibe yi-overbid engamaphesenti angu-20.
Yini eyamenyezelwa i-Google ngo-2024 mayelana namakhukhi ezinkampani zangaphandle ku-Chrome?
Ngemuva kweminyaka yokuhlela ukuphuma nge-Privacy Sandbox, i-Google yathi ngo-2024 ngeke iphoqe ukususwa kwamakhukhi ezinkampani zangaphandle.
Qhubeka ufunda
Iziqondiso ezihlobene
Imihlahlandlela eyengeziwe yalesi sihloko