{"id":117,"date":"2021-03-26T14:32:51","date_gmt":"2021-03-26T14:32:51","guid":{"rendered":"https:\/\/demo.mekshq.com\/typology\/?p=117"},"modified":"2021-09-25T09:15:59","modified_gmt":"2021-09-25T09:15:59","slug":"programatik-reklamcilik-nedir-dsp-ssp-ad-exchange-kavramlari-nelerdir","status":"publish","type":"post","link":"https:\/\/abdulazizgolca.com\/blog\/programatik-reklamcilik-nedir-dsp-ssp-ad-exchange-kavramlari-nelerdir\/","title":{"rendered":"Programatik reklamc\u0131l\u0131k nedir? DSP, SSP, Ad Exchange Kavramlar\u0131 nelerdir?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Nedir Bu Programatik 101?<\/h2>\n\n\n\n<p>Programatik pazarlama olarak da adland\u0131r\u0131lan programatik reklamc\u0131l\u0131k, online reklamc\u0131l\u0131k i\u00e7in otomatikle\u015ftirilmi\u015f bir stratejidir. Programatik reklamc\u0131l\u0131k ile reklam verenler, reklamlar\u0131n olu\u015fturulmas\u0131n\u0131 ve reklam alan\u0131 sat\u0131n al\u0131nmas\u0131n\u0131 otomatikle\u015ftirmek i\u00e7in yapay zeka, makine \u00f6\u011frenimi ve ger\u00e7ek zamanl\u0131 teklif (RTB) kullanabilir.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"350\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/programatik.jpg\" alt=\"\" class=\"wp-image-648\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/programatik.jpg 600w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/programatik-300x175.jpg 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/programatik-580x338.jpg 580w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/programatik-320x187.jpg 320w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Bug\u00fcn, programatik g\u00f6r\u00fcnt\u00fcleme sayesinde, art\u0131k bize online olarak sunulan ki\u015fiselle\u015ftirilmi\u015f dijital reklamc\u0131l\u0131\u011fa al\u0131\u015ft\u0131k.<\/p><\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Programatik Sat\u0131n Alma Terimleri<\/h2>\n\n\n\n<p>Programatik sat\u0131n alma s\u00fcre\u00e7lerine ge\u00e7meden \u00f6nce programatik reklamc\u0131l\u0131kla ilgili farkl\u0131 terimler ve farkl\u0131 programatik sat\u0131n alma t\u00fcrlerinin nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 ve ne anlama geldi\u011fini \u00f6\u011frenelim.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">DSP (Demant Side Platform) Nedir?<\/h3>\n\n\n\n<p>DSP&#8217;ler, reklam verenlerin (Nike&#8217;\u0131 d\u00fc\u015f\u00fcn\u00fcn) yay\u0131nc\u0131 sitelerine teklif vermelerine ve reklam vermelerine olanak sa\u011flayan ara\u00e7t\u0131r. Markalar\u0131n do\u011frudan her siteye gitmesine gerek kalmaz. Reklam veren bir DSP arac\u0131l\u0131\u011f\u0131yla bir b\u00fct\u00e7e belirleyebilir, hedeflemeyi ayarlayabilir ve bir g\u00f6sterim elde edebilirler. DSP&#8217;ler reklam sunar, ger\u00e7ek zamanl\u0131 teklif vermeyi y\u00f6netir ve izleme ile optimizasyonlar sa\u011flar. Ayr\u0131ca DSP&#8217;ler, Premium\/Planl\u0131 reklam sat\u0131n al\u0131mlar\u0131n\u0131 ve yeniden hedefleme kampanyalar\u0131n\u0131 y\u00f6netir.<\/p>\n\n\n\n<p><strong>Sonu\u00e7:<\/strong> DSP&#8217;ler markalara reklam envanteri satar.<\/p>\n\n\n\n<p><strong>Baz\u0131 DSP&#8217;ler:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>AdForm<\/li><li>MediaMath<\/li><li>DoubleClick (Google sat\u0131n ald\u0131 DV360 olarak hizmet veriyor)<\/li><li>TheAdx<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"596\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-1024x596.jpg\" alt=\"\" class=\"wp-image-650\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-1024x596.jpg 1024w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-300x175.jpg 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-768x447.jpg 768w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-720x419.jpg 720w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-580x337.jpg 580w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir-320x186.jpg 320w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-nedir.jpg 1320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">SSP (Supply Side Platform) Nedir?<\/h3>\n\n\n\n<p>Bir SSP, yay\u0131nc\u0131lar i\u00e7in reklam g\u00f6sterim alanlar\u0131n\u0131n sat\u0131\u015f\u0131n\u0131 otomatikle\u015ftirir. Bu yay\u0131nc\u0131lar\u0131n sayfalar\u0131n\u0131 gelir getiren reklamlarla kolayca doldurmalar\u0131n\u0131 sa\u011flar. Yay\u0131nc\u0131lar, SSP\u2019ler ile reklam envanterini y\u00f6netebilir, reklamlarla doldurabilir ve web sitelerinden para kazanabilir. DSP gibi, SSP de Ad Exchange\u2019e ba\u011flan\u0131r ve onu mevcut reklam envanterinin \u00f6zellikleri hakk\u0131nda bilgilendirir.<\/p>\n\n\n\n<p><strong>Sonu\u00e7:<\/strong> SSP&#8217;ler, reklam alanlar\u0131n\u0131 stratejik olarak daha iyi satmak i\u00e7in yay\u0131nc\u0131larla birlikte \u00e7al\u0131\u015f\u0131r.<\/p>\n\n\n\n<p><strong>Baz\u0131 SSP&#8217;ler:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Google&#8217;\u0131n DoubleClick for Publishers<\/li><li>AppNexus SSP<\/li><li>Rubicorn<\/li><li>OpenX<\/li><li>Admatic (yerli SSP)<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">DMP (Data Management Platform) Nedir?<\/h3>\n\n\n\n<p>Data Management Platform (DMP), gelen \u00e7erez verilerini depolamak, s\u0131ralamak ve hedefi iyi belirlenmi\u015f reklam kampanyalar\u0131 y\u00fcr\u00fctmek hedefi ile kitle segmentleri olu\u015fturmak i\u00e7in kullan\u0131lan bir yaz\u0131l\u0131md\u0131r. DMP\u2019ler ayr\u0131ca programatik reklamc\u0131l\u0131k ekosisteminin di\u011fer b\u00f6l\u00fcmleriyle entegre edilerek \u00f6zelle\u015ftirilmi\u015f kitleler olu\u015fturmaya olanak tan\u0131r. DMP, verileri reklam hedeflemede kullanmalar\u0131 i\u00e7in kitle verilerini DSP\u2019lere iletir. Ba\u015fka bir deyi\u015fle, DMP\u2019ler DSP\u2019leri i\u015flenmi\u015f bilgilerle besler. Piyasada bulunan \u00e7\u00f6z\u00fcmlerin \u00e7o\u011fu, DSP\u2019ler ve DMP\u2019lerdir.<\/p>\n\n\n\n<p><strong>Sonu\u00e7:<\/strong> Bir DMP, pazarlama operasyonlar\u0131n\u0131 optimize etmek i\u00e7in verileri toplar ve yorumlar.<\/p>\n\n\n\n<p><strong>Baz\u0131 DMP&#8217;ler:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Oracle Bluekai<\/li><li>Adobe<\/li><li>Krux<\/li><li>Lotame<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"820\" height=\"507\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir.jpg\" alt=\"\" class=\"wp-image-652\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir.jpg 820w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir-300x185.jpg 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir-768x475.jpg 768w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir-720x445.jpg 720w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir-580x359.jpg 580w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dmp-nedir-320x198.jpg 320w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Ad Exchange Nedir?<\/h3>\n\n\n\n<p>Ad Exchange, dijital reklam envanteri ticareti s\u00fcrecini kolayla\u015ft\u0131ran a\u00e7\u0131k bir pazar yeridir.&nbsp; Basit\u00e7e ifade etmek gerekirse, reklam borsas\u0131 DSP\u2019lerin ve SSP\u2019lerin bulu\u015ftu\u011fu yerdir. Ekosistemin ortas\u0131nda yer al\u0131r ve t\u00fcm i\u015flemi m\u00fcmk\u00fcn k\u0131lar.&nbsp; Ad Exchange\u2019ler, reklam verenlerin DSP\u2019lerinden gelen teklifleri de\u011ferlendirir, tekliflere ve uygunlu\u011fa g\u00f6re bir kazanan belirler.<\/p>\n\n\n\n<p><strong>Sonu\u00e7:<\/strong> Reklam borsalar\u0131, reklam g\u00f6sterimleri sat\u0131n almak ve satmak i\u00e7in kullan\u0131lan pazarlard\u0131r.<\/p>\n\n\n\n<p><strong>Baz\u0131 Reklam Borsalar\u0131:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Google\u2019\u0131n DoubleClick Ad Exchange <\/li><li>One by AOL <\/li><li>OpenX Ad Exchange <\/li><li>Rubicon Project<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">RTB (Real Time Bidding) Nedir?<\/h3>\n\n\n\n<p>Ger\u00e7ek zamanl\u0131 teklif verme (RTB), programatik reklamc\u0131l\u0131\u011f\u0131n en pop\u00fcler bi\u00e7imidir. Ancak t\u00fcm programatikler RTB de\u011fildir. <\/p>\n\n\n\n<p>Real-Time Bidding, ger\u00e7ek zamanl\u0131 olarak ger\u00e7ekle\u015fen \u00e7evrimi\u00e7i a\u00e7\u0131k art\u0131rmalar arac\u0131l\u0131\u011f\u0131yla reklam g\u00f6sterimlerini sat\u0131n alman\u0131n ve satman\u0131n bir yoludur. Programatik reklamlarda, t\u00fcm i\u015flem bir web sayfas\u0131 y\u00fcklenirken milisaniyeler i\u00e7inde ger\u00e7ekle\u015fir.<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h2 class=\"wp-block-heading\">Programatik sat\u0131n alma s\u00fcre\u00e7leri nelerdir?<\/h2>\n\n\n\n<p>Programatik reklamc\u0131l\u0131k, size en uygun reklam yerle\u015fimlerini sat\u0131n almak i\u00e7in makine zekas\u0131n\u0131 kullan\u0131r. Reklam yeri, ad exchange ad\u0131 verilen platformlarda sat\u0131l\u0131r. <\/p>\n\n\n\n<p>Hedeflemek istedi\u011finiz kitle t\u00fcr\u00fcn\u00fc girmek i\u00e7in bir DSP platformu kullanman\u0131z gerekir. Ayn\u0131 \u015fekilde reklam yay\u0131nc\u0131lar\u0131, reklam yerle\u015fimlerini reklam borsalar\u0131na aktarmak i\u00e7in bir SSP platformu kullan\u0131r. Bir ziyaret\u00e7i web sitesine girdi\u011finde, reklam borsalar\u0131 (Ad Exchange) kullan\u0131c\u0131 hakk\u0131nda bilgi al\u0131r. Hedef kitleniz ile e\u015fle\u015firse, di\u011fer reklam verenlerle otomatik olarak bir a\u00e7\u0131k art\u0131rmaya girersiniz. <\/p>\n\n\n\n<p>En y\u00fcksek teklifi veren reklam veren, reklam\u0131n\u0131n web sayfas\u0131nda g\u00f6sterilmesini sa\u011flar. T\u00fcm bunlar milisaniyeler i\u00e7inde otomatik olarak ger\u00e7ekle\u015fir. Her reklam alan\u0131 teklif verme yoluyla ger\u00e7ek zamanl\u0131 olarak sat\u0131l\u0131r. Buna RTB (ger\u00e7ek zamanl\u0131 teklif verme) de denir. Dsp&#8217;ler arac\u0131l\u0131\u011f\u0131yla RTB sat\u0131n alma yap\u0131labilirken beraberinde Premium\/Plsnl\u0131 sat\u0131n almada yap\u0131labilir.<\/p>\n\n\n\n<p>A\u015fa\u011f\u0131daki g\u00f6rselde Programatik sat\u0131n alma s\u00fcrecini daha iyi anlam\u0131\u015f olaca\u011f\u0131z.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/unnamed.png\" alt=\"\" class=\"wp-image-656\" width=\"622\" height=\"284\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/unnamed.png 512w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/unnamed-300x137.png 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/unnamed-320x146.png 320w\" sizes=\"auto, (max-width: 622px) 100vw, 622px\" \/><\/figure><\/div>\n\n\n\n<figure class=\"wp-block-image alignfull size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-1024x576.png\" alt=\"\" class=\"wp-image-700\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-1024x576.png 1024w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-300x169.png 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-768x432.png 768w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-1536x863.png 1536w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-2048x1151.png 2048w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-1920x1079.png 1920w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-720x405.png 720w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-580x326.png 580w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2021\/03\/dsp-ssp-ad-exchange-320x180.png 320w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Programatik reklamc\u0131l\u0131k ile Google Ads aras\u0131ndaki farklar nelerdir?<\/h2>\n\n\n\n<p>Reklamc\u0131l\u0131k d\u00fcnyas\u0131nda, programatik reklamc\u0131l\u0131k ile Google Ads aras\u0131ndaki fark konusunda \u00e7ok fazla kafa kar\u0131\u015f\u0131kl\u0131\u011f\u0131 var. Asl\u0131nda sorunun i\u00e7erisinde \u015f\u00f6yle bir yanl\u0131\u015fl\u0131k var Google Ads&#8217;de programatik d\u00fcnyan\u0131n bir par\u00e7as\u0131 \u00e7\u00fcnk\u00fc oda reklamc\u0131l\u0131k anlam\u0131nda bir tak\u0131m hedeflemeler, datalar ile ula\u015f\u0131labilen kullan\u0131c\u0131y\u0131 temsil ediyor. Programatik \u00e7at\u0131s\u0131 alt\u0131nda bir\u00e7ok \u00fcr\u00fcne yer var ve bunlardan biriside Google Ads. <\/p>\n\n\n\n<p>Yani Programati\u011fin yerini Google Ads yada Google Ads&#8217;in yerini Programatik almas\u0131 gibi bir durum s\u00f6z konusu de\u011fildir. Google Ads programatik d\u00fcnyas\u0131nda yayg\u0131n kullan\u0131lan bir ara\u00e7t\u0131r.<\/p>\n\n\n\n<p>Bu kafa kar\u0131\u015f\u0131kl\u0131\u011f\u0131n\u0131n \u00fcstesinden geldiysek soruyu do\u011fru \u015fekilde de\u011fi\u015ftirelim.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp.png\" alt=\"\" class=\"wp-image-674\" width=\"458\" height=\"457\" srcset=\"https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp.png 927w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-300x300.png 300w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-150x150.png 150w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-768x767.png 768w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-720x719.png 720w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-580x579.png 580w, https:\/\/abdulazizgolca.com\/blog\/wp-content\/uploads\/2019\/02\/google-ads-vs-dsp-320x320.png 320w\" sizes=\"auto, (max-width: 458px) 100vw, 458px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">DSP&#8217;ler ile Google Ads aras\u0131ndaki farklar nelerdir?<\/h2>\n\n\n\n<p><strong>Google Ads&#8217;de&nbsp;<\/strong>2 reklam a\u011f\u0131 vard\u0131r &#8211; Arama ve G\u00f6r\u00fcnt\u00fcl\u00fc Reklam a\u011flar\u0131.&nbsp;Google Arama A\u011f\u0131, Google&#8217;\u0131n arama motoruna reklam yerle\u015ftirmeyi ve aranan belirli anahtar kelimeler ile hedef kitleye ula\u015fmay\u0131 sa\u011flar.&nbsp;G\u00f6r\u00fcnt\u00fcl\u00fc Reklam A\u011f\u0131 ise okuma ve g\u00f6rsel alg\u0131y\u0131 tetiklemeyi hedefler.&nbsp;Ayr\u0131ca g\u00f6rsel alg\u0131n\u0131n \u00f6nemi nedeniyle basit metin reklamlar yerine g\u00f6rsel ve zengin medya reklamlar\u0131 tercih edilir.<\/p>\n\n\n\n<p>Bu \u015fekilde,&nbsp;<strong>G\u00f6r\u00fcnt\u00fcl\u00fc Reklam A\u011f\u0131&nbsp;<\/strong>, iki milyondan fazla web sitesine ula\u015fan ve reklamlar\u0131n\u0131z\u0131 t\u00fcm d\u00fcnyadaki hedeflenebilir kitlelerin \u00f6n\u00fcne sunan k\u00f6kl\u00fc bir sistemdir.<\/p>\n\n\n\n<p>\u00d6te yandan, DSP ise yukar\u0131da tan\u0131mda bahsetti\u011fimiz \u00fczere; <strong><a href=\"https:\/\/abdulazizgolca.com\/blog\/programatik-reklamcilik-nedir-dsp-ssp-ad-exchange-kavramlari-nelerdir\/#DSP_Demant_Side_Platform_Nedir\">DSP (Demant Side Platform) Nedir?<\/a><\/strong><\/p>\n\n\n\n<p>Genel olarak, 2 teknoloji aras\u0131nda a\u015fa\u011f\u0131daki farkl\u0131l\u0131klar vard\u0131r:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>GDN, envanter olarak Google AdSense&#8217;e kay\u0131tl\u0131 milyonlarca siteye sahip kendi reklam a\u011f\u0131n\u0131 kullan\u0131r. DSP&#8217;ler, GDN&#8217;nin reklam envanterinin yan\u0131 s\u0131ra Rubicon Project, AdScale ve daha fazlas\u0131 gibi di\u011fer reklam borsalar\u0131na eri\u015fmenizi sa\u011flayabilir. Bu, Web&#8217;in % 95&#8217;inden fazlas\u0131n\u0131 olu\u015fturur.<\/li><li>GDN, temel hedefleme se\u00e7eneklerini destekler. DSP&#8217;ler, GND&#8217;nin destekleyemedi\u011fi \u00e7ok say\u0131da ayr\u0131nt\u0131l\u0131 hedefleme se\u00e7ene\u011fine sahiptir. \u00d6rne\u011fin, &#8220;Ge\u00e7en hafta et sat\u0131n alan yada X Uygulamas\u0131n\u0131 iPhone telefonuna y\u00fcklemi\u015f olan Vodafone kullan\u0131c\u0131lar\u0131n\u0131&#8221; hedefleyebilirsiniz.&nbsp;Bu d\u00fczeyde hedefleme, Google G\u00f6r\u00fcnt\u00fcl\u00fc Reklam A\u011f\u0131 kullan\u0131larak m\u00fcmk\u00fcn de\u011fildir. DSP&#8217;ler bu verileri Oracle gibi b\u00fcy\u00fck veri sa\u011flay\u0131c\u0131lar\u0131ndan tedarik ederler.<\/li><li>GDN ile teklif ayarlamas\u0131n\u0131n 2-3 saatlik bir gecikmesi vard\u0131r. Programatik ise ger\u00e7ek zamanl\u0131d\u0131r (RTB).<\/li><li>GDN, t\u00fcm reklam bi\u00e7imlerini desteklemez (\u00f6zelle\u015ftirme m\u00fcmk\u00fcn de\u011fildir).&nbsp;DSP&#8217;ler ile reklamlar\u0131 kullan\u0131c\u0131lar baz\u0131nda \u00f6zelle\u015ftirmemize olanak sa\u011flar. Pop-up yada .js a\u011f\u0131rl\u0131kl\u0131 reklam kreatifleri kullanabiliriz.<\/li><li>GDN, TBM, EBM ve BGBM teklif t\u00fcrlerine izin verir.&nbsp;Programatik, \u00e7o\u011funlukla BGBM teklifine izin verir.<\/li><li>GDN taraf\u0131nda, beklenen minimum harcama yoktur. D\u00fc\u015f\u00fck b\u00fct\u00e7elerle ba\u015flayabilir ve ard\u0131ndan gereksinimlerinize g\u00f6re b\u00fct\u00e7eyi artt\u0131rabilirsiniz. Bununla birlikte, \u00e7o\u011fu DSP&#8217;nin s\u00fcrd\u00fcr\u00fclebilmesi i\u00e7in ayda 5.000- 10000 lira aras\u0131nda minimum reklam harcamas\u0131 gerekir.<\/li><\/ol>\n\n\n\n<p>DSP&#8217;ler ile GDN aras\u0131nda bir\u00e7ok fark vard\u0131r. Programatik, hedefleme gibi bir\u00e7ok alanda a\u00e7\u0131k\u00e7a bir avantaja sahip olsa da, kendinize bu ekstra \u00f6zelliklere ger\u00e7ekten ihtiyac\u0131n\u0131z olup olmad\u0131\u011f\u0131n\u0131 sorman\u0131z gerekir.<\/p>\n\n\n\n<p>Bir\u00e7ok reklam veren, reklam portf\u00f6ylerindeki farkl\u0131 t\u00fcrdeki reklamlar\u0131 y\u00f6netmek i\u00e7in hem GDN hem de DSP kombinasyonlar\u0131n\u0131 kullan\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Peki\u015ftirmek ad\u0131na Ba\u015far\u0131l\u0131 Programatik \u00d6rnekleri<\/h2>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Cornetto Last Chance Case Video\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/Okj6fC4aoDU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"OMD &amp; Mercedes-Benz A-Serisi Sedan Ocak 2020\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/3mJxM_Pp9i0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Knorr Programmatic OOH Case Videosu\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/OGQfs0iQffI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Unilever Programmatic OOH\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/nPRrkvVaQdg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Toyota Hybrid Programmatic OOH - Universal McCann Turkey\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/DUoJ3CXNw_s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"HOPI BP Markal\u0131 Pin Uygulamas\u0131\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/FfRBoVmKxMw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-gomme-tutucu wp-block-embed-gomme-tutucu wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"REVOLUTION ON TV ADS - PROGRAMMATIC TV ADS\" width=\"720\" height=\"405\" src=\"https:\/\/www.youtube.com\/embed\/Jh48rUtE32c?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Nedir Bu Programatik 101? Programatik pazarlama olarak da adland\u0131r\u0131lan programatik reklamc\u0131l\u0131k, online reklamc\u0131l\u0131k i\u00e7in otomatikle\u015ftirilmi\u015f bir stratejidir. Programatik reklamc\u0131l\u0131k ile reklam verenler, reklamlar\u0131n olu\u015fturulmas\u0131n\u0131 ve reklam alan\u0131 sat\u0131n al\u0131nmas\u0131n\u0131 otomatikle\u015ftirmek i\u00e7in yapay zeka, makine \u00f6\u011frenimi ve ger\u00e7ek zamanl\u0131 teklif (RTB) kullanabilir. Bug\u00fcn, programatik g\u00f6r\u00fcnt\u00fcleme sayesinde, art\u0131k bize online olarak sunulan ki\u015fiselle\u015ftirilmi\u015f dijital reklamc\u0131l\u0131\u011fa al\u0131\u015ft\u0131k. Programatik [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27],"tags":[],"class_list":["post-117","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programatik-101"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Programatik reklamc\u0131l\u0131k nedir? 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Programatik reklamc\u0131l\u0131k ile reklam verenler, reklamlar\u0131n olu\u015fturulmas\u0131n\u0131 ve reklam alan\u0131 sat\u0131n al\u0131nmas\u0131n\u0131 otomatikle\u015ftirmek i\u00e7in yapay zeka, makine \u00f6\u011frenimi ve ger\u00e7ek zamanl\u0131 teklif (RTB) kullanabilir. Bug\u00fcn, programatik g\u00f6r\u00fcnt\u00fcleme sayesinde, art\u0131k bize online olarak sunulan ki\u015fiselle\u015ftirilmi\u015f dijital reklamc\u0131l\u0131\u011fa al\u0131\u015ft\u0131k. 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