{"id":16332,"date":"2021-06-29T10:37:58","date_gmt":"2021-06-29T14:37:58","guid":{"rendered":"https:\/\/www.criteo.com\/jp\/?p=16332"},"modified":"2026-01-05T11:56:28","modified_gmt":"2026-01-05T15:56:28","slug":"mythbusting-contextual-advertising-why-every-marketer-should-test-it","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/jp\/blog\/mythbusting-contextual-advertising-why-every-marketer-should-test-it\/","title":{"rendered":"\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u5e83\u544a\u306e\u8aa4\u89e3\u3092\u6255\u62ed\u3059\u308b\uff1a\u3059\u3079\u3066\u306e\u30de\u30fc\u30b1\u30bf\u30fc\u306b\u3082\u305f\u3089\u3055\u308c\u308b\u4fa1\u5024"},"content":{"rendered":"

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\n\u3068\u3044\u30463\u3064\u306e\u8981\u56e0\u304c\u3042\u308a\u307e\u3059\u3002<\/p>\n

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1<\/strong>\u3064\u3081\u306e\u8aa4\u89e3\uff1a\u4eca\u5f8c\u306f\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u5e83\u544a\u304c\u30ea\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u5e83\u544a\u306e\u4ee3\u66ff\u624b\u6bb5\u3068\u3057\u3066\u91cd\u8981\u306a\u5f79\u5272\u3092\u679c\u305f\u3059<\/strong><\/h3>\n

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Criteo\u3067\u306f\u4eca\u5f8c\u3001Google\u304c\u63d0\u5531\u3059\u308b\u30d7\u30e9\u30a4\u30d0\u30b7\u30fc\u30b5\u30f3\u30c9\u30dc\u30c3\u30af\u30b9\u3092\u4f7f\u3063\u305f\u985e\u4f3c\u30e6\u30fc\u30b6\u30fc\u306e\u95b2\u89a7\u50be\u5411\u3092\u8e0f\u307e\u3048\u305f\u30b3\u30db\u30fc\u30c8\u5206\u6790\u306b\u9650\u3089\u305a\u3001\u591a\u304f\u306e\u30b3\u30db\u30fc\u30c8\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306b\u3082\u6ce8\u8996\u3057\u3066\u3044\u304d\u307e\u3059\u3002\u30b3\u30db\u30fc\u30c8\u30d9\u30fc\u30b9\u306e\u3042\u3089\u3086\u308b\u30a2\u30d7\u30ed\u30fc\u30c1\u3067\u91cd\u8981\u306a\u306e\u306f\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3068\u540c\u69d8\u306b\u3001\u500b\u4eba\u3067\u306f\u306a\u304f\u3001\u6d88\u8cbb\u8005\u30b0\u30eb\u30fc\u30d7\u306e\u8208\u5473\u30fb\u95a2\u5fc3\u306b\u30bf\u30fc\u30b2\u30c3\u30c8\u3092\u7d5e\u308b\u70b9\u3067\u3059\u3002Google\u306e\u8a08\u753b\u306f\u3059\u3067\u306b\u30c6\u30b9\u30c8\u306e\u521d\u671f\u6bb5\u968e\u306b\u5165\u3063\u3066\u3044\u307e\u3059\u3002Criteo\u3082\u3053\u306e\u30c6\u30b9\u30c8\u306b\u53c2\u52a0\u3057\u3001FLoC\uff08Federated Learning of Cohorts\uff1a\u30b3\u30db\u30fc\u30c8\u306e\u9023\u5408\u5b66\u7fd2\uff09\u30c6\u30b9\u30c8\u306b\u304a\u3051\u308b\u4e2d\u5fc3\u7684\u306a\u5f79\u5272\u3092\u62c5\u3063\u3066\u3044\u307e\u3059\u3002Criteo\u306e\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u3092\u542b\u3081\u3001FLoC\u304c\u696d\u754c\u5168\u4f53\u3067\u3069\u306e\u3088\u3046\u306b\u6a5f\u80fd\u3057\u3001\u3069\u306e\u7a0b\u5ea6\u306e\u30d1\u30d5\u30a9\u30fc\u30de\u30f3\u30b9\u3092\u767a\u63ee\u3059\u308b\u3059\u308b\u306e\u304b\u306b\u3064\u3044\u3066\u3001\u5f15\u304d\u7d9a\u304d\u5206\u6790\u3057\u3066\u3044\u304d\u305f\u3044\u3068\u601d\u3044\u307e\u3059\u3002<\/p>\n

2<\/strong>\u3064\u3081\u306e\u8aa4\u89e3\uff1a\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u5e83\u544a\u306e\u7cbe\u5ea6\u306b\u554f\u984c\u306f\u306a\u3044\u304b\uff1f<\/strong><\/h3>\n

2021\u5e74\u306e\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306f\u30011\u5e74\u524d\u3068\u6bd4\u3079\u3066\u683c\u6bb5\u306b\u9032\u5316\u3057\u3066\u3044\u307e\u3059\u3002\u30ad\u30fc\u30ef\u30fc\u30c9\u5206\u6790\u3084\u30af\u30e9\u30b9\u30bf\u5206\u6790\u306e\u30ec\u30d9\u30eb\u3092\u8d85\u3048\u3066\u3001\u6a5f\u68b0\u5b66\u7fd2\u306b\u3088\u3063\u3066\u30b3\u30f3\u30c6\u30ad\u30b9\u30c8\u30b7\u30b0\u30ca\u30eb\u4e0a\u306e\u70b9\u3068\u70b9\u3068\u3092\u3064\u306a\u304e\u5408\u308f\u305b\u3066\u3001\u5404\u30da\u30fc\u30b8\u3092\u3088\u308a\u6df1\u304f\u7406\u89e3\u3067\u304d\u308b\u3088\u3046\u306b\u306a\u3063\u3066\u3044\u308b\u306e\u3067\u3059\u3002<\/p>\n

\u3055\u3089\u306b\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306f\u30d5\u30a1\u30fc\u30b9\u30c8\u30d1\u30fc\u30c6\u30a3\u306e\u30b3\u30de\u30fc\u30b9\u30c7\u30fc\u30bf\u306b\u3088\u3063\u3066\u62e1\u5f35\u3055\u308c\u308b\u305f\u3081\u3001\u30de\u30fc\u30b1\u30bf\u30fc\u306f\u9867\u5ba2\u306e\u30b7\u30e7\u30c3\u30d4\u30f3\u30b0\u30b8\u30e3\u30fc\u30cb\u30fc\u5168\u4f53\u3092\u901a\u3057\u3066\u76ee\u306b\u898b\u3048\u308b\u6210\u679c\u3092\u751f\u307f\u51fa\u3059\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002\u3053\u308c\u3089\u3092\u8e0f\u307e\u3048\u308b\u3068\u3001\u884c\u52d5\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u304c\u767b\u5834\u3057\u3066\u3044\u306a\u3051\u308c\u3070\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306f\u9055\u3063\u305f\u5f62\u3067\u8a55\u4fa1\u3055\u308c\u3066\u3044\u305f\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3057\u3001\u4eca\u5f8c\u306f\u3055\u3089\u306b\u9769\u65b0\u7684\u306a\u9032\u6b69\u3092\u9042\u3052\u308b\u53ef\u80fd\u6027\u3092\u79d8\u3081\u3066\u3044\u308b\u306e\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002<\/p>\n

\u305f\u3068\u3048\u3070\u3001\u7279\u5b9a\u306eSKU\u3084\u5546\u54c1\u30bf\u30a4\u30d7\uff08\u30aa\u30f3\u30e9\u30a4\u30f3\u3084\u30aa\u30d5\u30e9\u30a4\u30f3\u306a\u3069\uff09\u306b\u95a2\u9023\u3059\u308b\u9867\u5ba2\u306e\u30b3\u30db\u30fc\u30c8\u3092\u69cb\u7bc9\u3057\u3001\u3053\u306e\u30b3\u30db\u30fc\u30c8\u306b\u30aa\u30fc\u30d7\u30f3\u306a\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u5168\u4f53\u306e\u30b3\u30f3\u30c6\u30f3\u30c4\u304b\u3089\u53d6\u5f97\u3057\u305f\u30b3\u30f3\u30c6\u30ad\u30b9\u30c8\u30b7\u30b0\u30ca\u30eb\u3092\u30de\u30fc\u30b8\u3067\u304d\u307e\u3059\u3002\u3053\u306e\u7d44\u307f\u5408\u308f\u305b\u3092\u3001Criteo\u306e\u30e1\u30c7\u30a3\u30a2\u30cd\u30c3\u30c8\u30ef\u30fc\u30af\u5185\u306e\u3059\u3079\u3066\u306eURL\u306b\u5bfe\u3057\u3066\u5b9f\u884c\u3059\u308b\u3053\u3068\u3067\u3001\u30de\u30fc\u30b1\u30bf\u30fc\u306f\u7279\u5b9a\u306e\u30bf\u30a4\u30d7\u306e\u30b3\u30f3\u30c6\u30f3\u30c4\u3068\u30b3\u30db\u30fc\u30c8\u306e\u89aa\u548c\u6027\u3092\u81ea\u52d5\u7684\u306b\u5224\u65ad\u3057\u3001\u6700\u9069\u306a\u5834\u6240\u306b\u5e83\u544a\u3092\u914d\u4fe1\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002<\/p>\n

\u3053\u306e\u30a2\u30d7\u30ed\u30fc\u30c1\u306b\u3088\u3063\u3066\u3001\u7279\u5b9a\u306e\u5546\u54c1\u306e\u8cfc\u5165\u610f\u6b32\u304c\u9ad8\u307e\u3063\u3066\u3044\u308b\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u306b\u30ea\u30fc\u30c1\u3059\u308b\u4e0a\u3067\u3001\u3069\u306e\u3088\u3046\u306a\u30b3\u30f3\u30c6\u30f3\u30c4\u304c\u6700\u9069\u306a\u306e\u304b\u3068\u3044\u3046\u3001\u4e00\u898b\u3057\u305f\u3060\u3051\u3067\u306f\u308f\u304b\u3089\u306a\u3044\u5224\u65ad\u3092\u4e0b\u305b\u308b\u3088\u3046\u306b\u306a\u308b\u306e\u3067\u3059\u3002<\/p>\n

3<\/strong>\u3064\u3081\u306e\u8aa4\u89e3\uff1a\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306e\u52b9\u679c\u306f\u30d6\u30e9\u30f3\u30c9\u5e83\u544a\u306b\u9650\u3089\u308c\u308b\uff1f<\/strong><\/h3>\n

\u3053\u306e10\u5e74\u307b\u3069\u306e\u9593\u3001\u884c\u52d5\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u306e\u5f8c\u5875\u3092\u62dd\u3057\u3066\u304d\u305f\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3067\u3059\u304c\u3001\u73fe\u5728\u306f\u30d6\u30e9\u30f3\u30c9\u5e83\u544a\u306b\u3068\u3069\u307e\u3089\u306a\u3044\u3055\u307e\u3056\u307e\u306a\u5e83\u544a\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3067\u9ad8\u3044\u6210\u679c\u3092\u751f\u307f\u51fa\u3059\u624b\u6cd5\u3068\u3057\u3066\u3001\u5927\u304d\u306a\u671f\u5f85\u3092\u96c6\u3081\u308b\u3088\u3046\u306b\u306a\u3063\u3066\u3044\u307e\u3059\u3002<\/p>\n

Criteo\u304c\u5b9f\u65bd\u3057\u305f\u521d\u671f\u6bb5\u968e\u306e\u30c6\u30b9\u30c8\u3067\u306f\u3001\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u304c\u5c55\u958b\u3059\u308b\u30b3\u30f3\u30c6\u30ad\u30b9\u30c8\u30d9\u30fc\u30b9\u306e\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3092\u3001\u30d5\u30a1\u30fc\u30b9\u30c8\u30d1\u30fc\u30c6\u30a3\u30c7\u30fc\u30bf\u3092\u6d3b\u7528\u3057\u305f\u30e6\u30fc\u30b6\u30fc\u5358\u4f4d\u307e\u305f\u306f\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u5225\u306e\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u3068\u6bd4\u8f03\u3057\u305f\u3068\u3053\u308d\u3001\u8cfc\u5165\u610f\u6b32\u306e\u9ad8\u307e\u3063\u3066\u3044\u308b\u3001\u4ed6\u3068\u91cd\u8907\u3057\u3066\u3044\u306a\u3044\u65b0\u305f\u306a\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3078\u306e\u30ea\u30fc\u30c1\u304c\u53ef\u80fd\u3067\u3042\u308b\u3053\u3068\u304c\u308f\u304b\u308a\u307e\u3057\u305f\u3002<\/p>\n

\u30d5\u30a1\u30cd\u30eb\u306e\u4e2d\u9593\u304b\u3089\u4e0b\u4f4d\u306b\u304a\u3044\u3066\u3082\u6210\u679c\u3092\u4fc3\u3059\u3053\u3068\u304c\u3067\u304d\u3001\u30af\u30ea\u30c3\u30af\u30b9\u30eb\u30fc\u7387\uff08CTR\uff09\u3068\u6709\u671b\u306a\u8a2a\u554f\u5358\u4fa1\u306e\u5411\u4e0a\u3082\u542b\u3081\u3001\u30d6\u30e9\u30f3\u30c9\u6307\u6a19\u3092\u5341\u5206\u306b\u4e0a\u56de\u308b\u6210\u679c\u304c\u793a\u3055\u308c\u3066\u3044\u307e\u3059\u3002Google\u304c\u30b5\u30dd\u30fc\u30c8\u671f\u9593\u5ef6\u9577\u3092\u767a\u8868\u3057\u3066\u304f\u308c\u305f\u304a\u304b\u3052\u3067\u3001\u30b5\u30fc\u30c9\u30d1\u30fc\u30c6\u30a3cookie\u304c\u307e\u3060\u5229\u7528\u3067\u304d\u308b\u9593\u306b\u6bd4\u8f03\u3092\u7e70\u308a\u8fd4\u3057\u306a\u304c\u3089\u3001\u6539\u5584\u3057\u3066\u3044\u304f\u6642\u9593\u7684\u306a\u7336\u4e88\u304c\u751f\u307e\u308c\u307e\u3057\u305f\u3002<\/p>\n

\u3082\u3061\u308d\u3093\u3001\u30b5\u30fc\u30c9\u30d1\u30fc\u30c6\u30a3cookie\u5ec3\u6b62\u5f8c\u306e\u4e16\u754c\u306b\u5411\u3051\u3066\u30af\u30e9\u30a4\u30a2\u30f3\u30c8\u304c\u4e07\u5168\u306e\u6e96\u5099\u3092\u6574\u3048\u3089\u308c\u308b\u3088\u3046\u306b\u3001\u5fc5\u8981\u306b\u5fdc\u3058\u3066\u30c6\u30b9\u30c8\u306e\u898f\u6a21\u3092\u62e1\u5927\u3059\u308b\u3053\u3068\u3082\u53ef\u80fd\u3067\u3059\u3002<\/p>\n

4<\/strong>\u3064\u3081\u306e\u8aa4\u89e3\uff1a\u81a8\u5927\u306a\u30d5\u30a1\u30fc\u30b9\u30c8\u30d1\u30fc\u30c6\u30a3\u30c7\u30fc\u30bf\u304c\u306a\u3051\u308c\u3070\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u6226\u7565\u304b\u3089\u30e1\u30ea\u30c3\u30c8\u3092\u5f15\u304d\u51fa\u305b\u306a\u3044\u306e\u3067\u306f\uff1f<\/strong><\/h3>\n

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