{"id":454,"date":"2021-02-21T15:24:03","date_gmt":"2021-02-21T15:24:03","guid":{"rendered":"https:\/\/www.criteo.com\/cn\/?page_id=454"},"modified":"2021-03-31T14:01:25","modified_gmt":"2021-03-31T14:01:25","slug":"%e6%95%b0%e5%ad%97%e8%90%a5%e9%94%802021%e4%ba%9a%e5%a4%aa%e5%8c%ba%e8%90%a5%e9%94%80%e4%ba%ba%e5%ba%94%e8%af%a5%e4%b8%ba%e4%b9%8b%e4%bd%9c%e5%87%ba%e5%87%86%e5%a4%87%e7%9a%846%e5%a4%a7%e8%b6%8b","status":"publish","type":"page","link":"https:\/\/www.criteo.com\/cn\/%e6%95%b0%e5%ad%97%e8%90%a5%e9%94%802021%e4%ba%9a%e5%a4%aa%e5%8c%ba%e8%90%a5%e9%94%80%e4%ba%ba%e5%ba%94%e8%af%a5%e4%b8%ba%e4%b9%8b%e4%bd%9c%e5%87%ba%e5%87%86%e5%a4%87%e7%9a%846%e5%a4%a7%e8%b6%8b\/","title":{"rendered":"\u6570\u5b57\u8425\u95002021\u4e9a\u592a\u533a\u8425\u9500\u4eba\u5e94\u8be5\u4e3a\u4e4b\u4f5c\u51fa\u51c6\u5907\u76846\u5927\u8d8b\u52bf"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-446\" 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Criteo 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eMarketer<sup>1<\/sup>\uff0c\u6240\u6709\u4e9a\u592a\u5730\u533a\u56fd\u5bb6\u7684\u6570\u5b57\u89c6\u9891\u89c2\u4f17\u6570\u91cf\u57282020\u5e74\u90fd\u5448\u6307\u6570\u7ea7\u589e\u957f\uff1b\u8fd9\u4e00\u52bf\u5934\u5c06\u6301\u7eed\u52302024\u5e74\u3002Nielsen<sup>2<\/sup> \u7684\u8c03\u67e5\u7ed3\u679c\u663e\u793a\uff0c\u7531\u4e8e\u5c45\u5bb6\u9694\u79bb\uff0c\u4eba\u4eec\u4f7f\u7528 CTV \u8bbe\u5907\u7684\u65f6\u95f4\u66f4\u591a\u4e86\uff0c\u540c\u6bd4\u589e\u957f81\uff05\uff0c\u76f8\u5f53\u4e8e\u6bcf\u5468\u4f7f\u7528\u8fd140\u4ebf\u5c0f\u65f6 CTV\u3002<\/p>\n<p>\u54c1\u724c\u7684\u5e95\u7ebf\u662f\uff1a\u6d88\u8d39\u8005\u6b63\u5728\u8f6c\u5411 OTT \u548c CTV \u2014\u2014\u5e7f\u544a\u5728\u90a3\u91cc\u548c\u6d88\u8d39\u8005\u89c1\u9762\u662f\u5173\u952e\u3002\u8d8a\u6765\u8d8a\u591a\u7684\u4eba\u4f7f\u7528 CTV \u548c OTT 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Criteo\uff0c\u6211\u4eec\u6b63\u5728\u4e0e\u54c1\u724c\u5408\u4f5c\uff0c\u52a0\u5f3a\u5176\u54c1\u724c\u5b89\u5168\u80fd\u529b\uff08\u8fd9\u5305\u62ec\u6211\u4eec<a href=\"https:\/\/www.criteo.com\/blog\/oracle-data-cloud-spotlight-qa-how-criteo-is-tackling-adtechs-shifting-tides\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u6700\u8fd1\u7684\u7532\u9aa8\u6587\u6570\u636e\u4e91\u96c6\u6210<\/a>\uff09\uff0c\u5e2e\u52a9\u8425\u9500\u4eba\u5b9e\u73b0\u8fd9\u4e00\u76ee\u6807\uff0c\u540c\u65f6\u4fdd\u6301\u54c1\u724c\u53ef\u89c4\u6a21\u6027\u548c\u54c1\u724c\u8868\u73b0\u3002<\/p>\n<h3><strong>5.\u5230\u5e97\u8d2d\u7269\u5c06\u53d8\u5f97\u66f4\u52a0\u6570\u5b57\u5316<\/strong><\/h3>\n<p>\u867d\u7136\u7535\u5b50\u5546\u52a1\u8d8b\u52bf\u57282020\u5e74\u5360\u636e\u4e86\u4e2d\u5fc3\u4f4d\u7f6e\uff0c\u4f46\u5230\u5e97\u8d2d\u7269\u4ecd\u7136\u662f\u6d88\u8d39\u8005\u7684\u4f18\u5148\u9009\u62e9\uff0c\u56e0\u6b64\u8fd8\u5c06\u7ee7\u7eed\u662f\u54c1\u724c\u7684\u91cd\u70b9\u3002<\/p>\n<p>\u5c3d\u7ba1\u6d88\u8d39\u8005\u7f51\u7edc\u8d2d\u7269\u9891\u7387\u589e\u52a0\uff0c\u4f46\u4e03\u6210<sup>4<\/sup>\u6d88\u8d39\u4ecd\u7136\u503e\u5411\u4e8e\u4eb2\u81ea\u91c7\u8d2d\u6742\u8d27\uff0c\u5176\u4e2d\u5927\u7ea6\u4e00\u534a\uff0847%\uff09\u6d88\u8d39\u8005\u9009\u62e9\u9001\u8d27\u4e0a\u95e8\uff0c17%\u4f9d\u8d56\u8def\u8fb9\u81ea\u63d0\u3002<\/p>\n<p>\u6211\u4eec\u671f\u5f85\u770b\u5230\u4e9a\u6d32\u6d88\u8d39\u8005\u5728\u6574\u4e2a\u8d2d\u7269\u4e2d\u4ea4\u66ff\u4f7f\u7528\u7ebf\u4e0a\u65b9\u5f0f\u548c\u7ebf\u4e0b<sup>5<\/sup>\u65b9\u5f0f\u3002\u8fd9\u610f\u5473\u7740\u4ec0\u4e48\uff1a\u54c1\u724c\u9700\u8981\u52a0\u5f3a\u5176\u5168\u6e20\u9053\u5b58\u5728\uff0c\u5e76\u786e\u4fdd\u7ebf\u4e0a\u4f53\u9a8c\u548c\u7ebf\u4e0b\u4f53\u9a8c\u7684\u65e0\u7f1d\u8854\u63a5\u3002<\/p>\n<p>\u9664\u4e86\u5728\u536b\u751f\u65b9\u9762\u7684\u52a0\u5f3a\u5916\uff0c\u5230\u5e97\u8d2d\u7269\u4f53\u9a8c\u7684\u53d8\u5316\u5728\u4e8e\u5b83\u5c06\u901a\u8fc7\u6570\u5b57\u4ea4\u6613\u3001\u201c\u7f51\u4e0a\u8d2d\u7269\u3001\u5230\u5e97\u63d0\u8d27\u201d\u548c\u81ea\u52a9\u7ed3\u8d26\u7b49\u529f\u80fd\u8fdb\u884c\u4f18\u5316\uff0c\u51cf\u5c11\u6d88\u8d39\u8005\u5728\u5e97\u5185\u7684\u65f6\u95f4\u3002<\/p>\n<h3><strong>6.\u9762\u5411\u65b0\u8eab\u4efd\u89e3\u51b3\u65b9\u6848\u7684\u884c\u4e1a\u5408\u4f5c\u84c4\u52bf\u5f85\u53d1<\/strong><\/h3>\n<p>\u5e7f\u544a\u884c\u4e1a\u7684\u5173\u952e\u4e3e\u52a8\u4e4b\u4e00\u662f\u5f00\u53d1\u5e76\u91c7\u7528\u4e00\u79cd\u4e0d\u4f9d\u8d56\u7b2c\u4e09\u65b9 cookie\u3001\u9762\u5411\u672a\u6765\u7684\u7ebf\u4e0a\u8eab\u4efd\u89e3\u51b3\u65b9\u6848\u3002<\/p>\n<p>\u57282021\u5e74\uff0c\u6211\u4eec\u5e0c\u671b\u770b\u5230\u66f4\u591a\u7684\u5e7f\u544a\u53c2\u4e0e\u8005\u805a\u96c6\u5728\u4e00\u8d77\uff0c\u4e3a\u7ebf\u4e0a\u8eab\u4efd\u5f00\u53d1\u4e00\u4e2a\u4e0d\u4f9d\u8d56\u7b2c\u4e09\u65b9 cookie\u3001\u9762\u5411\u672a\u6765\u7684\u89e3\u51b3\u65b9\u6848\u3002\u8fd9\u4e00\u52aa\u529b\u7684\u72ec\u7279\u4e4b\u5904\u5728\u4e8e\u5b83\u4f1a\u5f71\u54cd\u6574\u4e2a\u884c\u4e1a\u2014\u2014\u5e7f\u544a\u4eba\u3001\u51fa\u54c1\u4eba\u3001\u5e7f\u544a\u6280\u672f\u5408\u4f5c\u4f19\u4f34\u548c\u6d88\u8d39\u8005\u3002\u8fd9\u6837\uff0c\u6bcf\u4e2a\u4eba\u90fd\u5f97\u5230\u4e86\u6295\u5165\u3002<\/p>\n<p>\u6700\u8fd1\uff0cCriteo \u4e0e <a href=\"https:\/\/www.criteo.com\/news\/press-releases\/2020\/10\/criteo-joins-open-source-unified-id-initiative\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Trade Desk<\/a> \u5408\u4f5c\u6765\u652f\u6301\u7edf\u4e00\u89e3\u51b3\u65b9\u6848\uff0c\u5e7f\u544a\u4eba\u548c\u51fa\u54c1\u4eba\u5df2\u7ecf\u5f00\u59cb\u6d4b\u8bd5\u4e86\uff0c\u6211\u4eec\u671f\u5f85\u5728\u6574\u4e2a\u5e7f\u544a\u751f\u6001\u7cfb\u7edf\u4e2d\u5bfb\u6c42\u5230\u66f4\u6709\u610f\u4e49\u7684\u5408\u4f5c\u6765\u63a8\u52a8\u8fd9\u4e00\u8fdb\u7a0b\u3002<\/p>\n<p>\u5c55\u671b2021\uff0c\u6211\u4eec\u671f\u5f85\u4e00\u4e2a\u65b0\u7684\u5f00\u59cb\u3002\u5229\u7528\u8fd9\u4e9b\u8d8b\u52bf\u7684\u5173\u952e\u5728\u4e8e\u4fdd\u6301\u6218\u7565\u7075\u6d3b\u6027\uff0c\u5e76\u4fdd\u6301\u5f00\u653e\u7684\u6001\u5ea6\u4ee5\u9002\u5e94\u672a\u671f\u3002<\/p>\n<p>\u5728\u52a8\u8361\u76842020\u5e74\uff0c\u6211\u4eec\u533a\u57df\u7684\u54c1\u724c\u5c55\u73b0\u51fa\u4e86\u5de8\u5927\u7684\u97e7\u6027\u3002\u6211\u76f8\u4fe1\uff0c\u65e0\u8bba2021\u5e74\u5e26\u7ed9\u6211\u4eec\u4ec0\u4e48\uff0c\u4ed6\u4eec\u90fd\u80fd\u4e00\u5982\u65e2\u5f80\u7684\u5f3a\u5927\uff0c\u5f00\u8f9f\u51fa\u6210\u529f\u65b0\u8def\u3002<\/p>\n<p>\u8ba9\u60a8\u7684\u54c1\u724c\u57282021\u8131\u9896\u800c\u51fa\uff0c\u9700\u8981\u5e2e\u52a9\uff1f<a href=\"https:\/\/www2.criteo.com\/l\/126241\/2021-01-21\/7htbqy\" target=\"_blank\" rel=\"noopener noreferrer\">\u8054\u7cfb\u6211\u4eec<\/a>\u3002<\/p>\n<p><strong>\u53c2\u8003\uff1a<\/strong><\/p>\n<ol>\n<li>Insider Intelligence.2020.Digital Video Consumption Is Spiking in Asia-Pacific. [ONLINE] Available at: <a href=\"https:\/\/www.emarketer.com\/content\/digital-video-consumption-spiking-asia-pacific\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.emarketer.com\/content\/digital-video-consumption-spiking-asia-pacific<\/a>. [Accessed 13 January 2021].<\/li>\n<li>Connected TV usage remains above pre-covid-19 levels as traditional tv viewing normalizes. [ONLINE] Available at: <a href=\"https:\/\/www.nielsen.com\/us\/en\/blog\/article\/2020\/connected-tv-usage-remains-above-pre-covid-19-levels-as-traditional-tv-viewing-normalizes\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.nielsen.com\/us\/en\/blog\/article\/2020\/connected-tv-usage-remains-above-pre-covid-19-levels-as-traditional-tv-viewing-normalizes\/<\/a>. [Accessed 13 January 2021].<\/li>\n<li>Marketing Interactive.2020.Publishers and agencies in Asia tackle brand safety amidst COVID-19. [ONLINE] Available at: <a href=\"https:\/\/www.marketing-interactive.com\/publishers-and-agencies-in-asia-go-on-the-offensive-to-tackle-brand-safety-amidst-covid-19\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.marketing-interactive.com\/publishers-and-agencies-in-asia-go-on-the-offensive-to-tackle-brand-safety-amidst-covid-19<\/a>. [Accessed 13 January 2021].<\/li>\n<li>Tech Trade Asia.2020. Online shopping increased during COVID-19 lockdowns in APAC. [ONLINE] Available at: <a href=\"https:\/\/www.techtradeasia.com\/2020\/07\/adobe-online-shopping-increased-during.html?view=classi\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.techtradeasia.com\/2020\/07\/adobe-online-shopping-increased-during.html?view=classi<\/a>c. [Accessed 13 January 2021].<\/li>\n<li>Retail Asia. 2020\u3002Omnichannel retailing set to take off in Asia. [ONLINE] Available at: <a href=\"https:\/\/retailasia.net\/e-commerce\/in-focus\/omnichannel-retailing-set-take-off-in-asia\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/retailasia.net\/e-commerce\/in-focus\/omnichannel-retailing-set-take-off-in-asia<\/a>. [Accessed 13 January 2021].<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>\u81ea\u75ab\u60c5\u7206\u53d1\u4ee5\u6765\uff0c\u6211\u4eec\u6240\u76ee\u7779\u7684\u6301\u7eed\u53d8\u5316\u8feb\u4f7f\u5305\u62ec\u4e9a\u592a\u5730\u533a\u5728\u5185\u7684\u5168\u7403\u54c1\u724c\u653e\u5f03\u4e86\u7cbe\u5fc3\u5236\u5b9a\u7684\u8425\u9500\u7b56\u7565\uff0c\u8f6c\u800c\u9002\u5e94\u773c\u524d\u7684\u4f18\u5148\u4e8b\u9879\u3002 \u5c3d\u7ba1\u5b58\u5728\u4e00\u4e9b\u672a\u77e5\u56e0\u7d20\uff0c\u4f46\u51e0\u4e2a\u5173\u952e\u8d8b\u52bf\u5f71\u54cd\u7740\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u73b0\u72b6\u3002Criteo \u4e9a\u592a\u533a\u6267\u884c\u8463\u4e8b Kenneth Pao \u5217\u51fa\u4e86\u5176\u4e2d\u516d\u5927\u8d8b\u52bf\uff0c\u9610\u8ff0\u4e86\u8fd9\u4e9b\u8d8b\u52bf\u5c06\u5982\u4f55\u5f71\u54cd\u5e7f\u544a\u884c\u4e1a\uff0c\u5e76\u8bf4\u660e\u4e86\u54c1\u724c\u5982\u4f55\u636e\u6b64\u66f4\u597d\u5730\u5236\u5b9a2021\u5e74\u8425\u9500\u7b56\u7565\u3002 1.2021\u5e74\u7535\u5b50\u5546\u52a1\u7ee7\u7eed\u98de\u901f\u53d1\u5c55 \u867d\u7136\u7535\u5b50\u5546\u52a1\u5728\u65b0\u51a0\u80ba\u708e\u4e4b\u524d\u5c31\u5df2\u7ecf\u5bf9\u54c1\u724c\u81f3\u5173\u91cd\u8981\uff0c\u4f46\u75ab\u60c5\u5f15\u8d77\u4e86\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u91cd\u5927\u8f6c\u53d8\uff0c\u4ee4\u7f51\u4e0a\u8d2d\u7269\u8005\u8702\u62e5\u800c\u6765\u3002\u6839\u636e Criteo 2020\u201c\u53cc\u5341\u4e00\u201d\u6570\u636e\uff0c\u6211\u4eec\u770b\u5230\u4e1c\u5357\u4e9a\u5728\u7ebf\u9500\u552e\u548c\u6d41\u91cf\u53cc\u521b\u5386\u53f2\u65b0\u9ad8\u3002\u9a6c\u6765\u897f\u4e9a\u548c\u6cf0\u56fd\u7684\u6307\u6570\u9500\u552e\u589e\u5e45\u6700\u9ad8\uff0c\u5206\u522b\u4e3a600%\u548c305%\uff0c\u65b0\u52a0\u5761\u5219\u5b9e\u73b0\u4e86248%\u7684\u589e\u5e45\u3002 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