{"id":22114,"date":"2023-12-19T02:10:01","date_gmt":"2023-12-19T06:10:01","guid":{"rendered":"https:\/\/www.criteo.com\/jp\/?p=22114"},"modified":"2024-09-18T09:20:10","modified_gmt":"2024-09-18T13:20:10","slug":"five-addressability-misconceptions-in-advertising-today","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/jp\/blog\/five-addressability-misconceptions-in-advertising-today\/","title":{"rendered":"\u4eca\u65e5\u306e\u5e83\u544a\u696d\u754c\u306b\u8513\u5ef6\u308b5\u3064\u306e\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306b\u95a2\u3059\u308b\u8aa4\u89e3"},"content":{"rendered":"

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1\u3064\u76ee\u306e\u8aa4\u89e3\uff1a\u30af\u30c3\u30ad\u30fc\u306fID\u3067\u3042\u308b<\/h3>\n

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2\u3064\u76ee\u306e\u8aa4\u89e3\uff1a\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306f\u6d88\u3048\u3066\u306a\u304f\u306a\u308b<\/h3>\n

\u30a6\u30a9\u30fc\u30eb\u30c9\u30ac\u30fc\u30c7\u30f3\u306e\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3084\u30d5\u30ea\u30fc\u30af\u30a8\u30f3\u30b7\u30fc\u30fb\u30ad\u30e3\u30c3\u30d4\u30f3\u30b0\u3001\u30ea\u30a2\u30eb\u30bf\u30a4\u30e0\u306e\u6700\u9069\u5316\u304c\u5f15\u304d\u7d9a\u304d\u7cbe\u7dfb\u306a\u3082\u306e\u3067\u3042\u308b\u3053\u3068\u306b\u7591\u3044\u306f\u3042\u308a\u307e\u305b\u3093\u3002 \u6d88\u8cbb\u8005\u306eID\u3084\u305d\u306e\u4ed6\u306e\u30b5\u30a4\u30c8\u9593\u30c7\u30fc\u30bf\u3092\u30ea\u30f3\u30af\u3057\u3066\u3001\u72ec\u81ea\u306e\u5e83\u544a\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3092\u6539\u5584\u3067\u304d\u308b\u3088\u3046\u3001\u5f15\u304d\u7d9a\u304dCRM\u306e\u5c0e\u5165\u3092\u652f\u63f4\u3059\u308b\u4f01\u696d\u3082\u591a\u3044\u3067\u3057\u3087\u3046\u3002 \u3064\u307e\u308a\u3001\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306f\u751f\u304d\u7d9a\u3051\u307e\u3059\u3002 \u6c17\u306b\u306a\u308b\u306e\u306f\u3001\u5c0f\u898f\u6a21\u306a\u7af6\u5408\u4ed6\u793e\u3067\u3082\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u3092\u5229\u7528\u3067\u304d\u308b\u304b\u3068\u3044\u3046\u3053\u3068\u3067\u3059\u3002\u7279\u306b\u3001\u540c\u69d8\u306e\u5e83\u544a\u30aa\u30da\u30ec\u30fc\u30b7\u30e7\u30f3\u3092\u5b9f\u884c\u3059\u308b\u4e0a\u3067\u4eee\u540dID\u3084\u30e9\u30f3\u30c0\u30e0ID\u306b\u983c\u3063\u3066\u3044\u308b\u4f01\u696d\u306f\u3069\u3046\u3067\u3057\u3087\u3046\u3002 \u3053\u308c\u304c\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306e\u8ab2\u984c\u304c\u30d7\u30e9\u30a4\u30d0\u30b7\u30fc\u3067\u306f\u306a\u304f\u3001\u7af6\u4e89\u3067\u3042\u308b\u3068\u8a00\u3048\u308b\u6240\u4ee5\u3067\u3059\u3002<\/p>\n

2020\u5e74\u306bThe Harris Poll\u304c\u884c\u3063\u305f\u8abf\u67fb\u306b\u3088\u308b\u3068\u3001\u6d88\u8cbb\u8005\u304c\u30aa\u30f3\u30e9\u30a4\u30f3\u3067\u8cbb\u3084\u3059\u6642\u9593\u306e66%\u304c\u30aa\u30fc\u30d7\u30f3\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u4e0a\u3067\u8d77\u3053\u3063\u3066\u3044\u307e\u3059\u3002 \u3057\u304b\u3057\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u652f\u51fa\u306f\u3053\u306e\u901a\u308a\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u304c\u30aa\u30fc\u30d7\u30f3\u30a4\u30f3\u30bf\u30fc\u30cd\u30c3\u30c8\u306b\u8cbb\u3084\u3057\u305f\u5e83\u544a\u8cbb\u306f\u305f\u3063\u305f37%\u3060\u3063\u305f\u306e\u3067\u3059\uff08\u6b8b\u308a\u306e63%\u306f\u30a6\u30a9\u30fc\u30eb\u30c9\u30ac\u30fc\u30c7\u30f3\u306b\u652f\u51fa\uff09\u3002 \u3053\u308c\u3053\u305d\u3001\u72ec\u7acb\u3057\u305f\u30d1\u30d6\u30ea\u30c3\u30b7\u30e3\u30fc\u3084\u5a92\u4f53\u793e\u3068\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u304c\u3001\u30a2\u30c9\u30ec\u30b5\u30d6\u30eb\u306a\u30e1\u30c7\u30a3\u30a2\u8b58\u5225\u5b50\u3092\u4f7f\u7528\u3067\u304d\u308b\u3053\u3068\u304c\u91cd\u8981\u3067\u3042\u308b\u7406\u7531\u3067\u3059\u3002<\/p>\n

3\u3064\u76ee\u306e\u8aa4\u89e3\uff1a\u6e2c\u5b9a\u304c\u3067\u304d\u306a\u3044\u3068\u3057\u3066\u3066\u3082\u3001\u30a2\u30c9\u30ec\u30b5\u30d6\u30eb\u3067\u3042\u308b\u3053\u3068\u304c\u91cd\u8981\u3060<\/h3>\n

\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u304c\u65e2\u5b58\u9867\u5ba2\u3068\u65b0\u898f\u9867\u5ba2\u306e\u4e21\u65b9\u306e\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u3068\u306e\u30a8\u30f3\u30b2\u30fc\u30b8\u30e1\u30f3\u30c8\u65b9\u6cd5\u3092\u6539\u5584\u3059\u308b\u3053\u3068\u306f\u3001\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306e\u5927\u5207\u306a\u5074\u9762\u3067\u3059\u3002 \u5e83\u544a\u3092\u914d\u4fe1\u3059\u308b\u3053\u3068\uff08\u307e\u305f\u306f\u30ea\u30fc\u30c1\u3059\u308b\u3053\u3068\uff09\u306f\u30d7\u30ed\u30bb\u30b9\u306e\u4e00\u3064\u306e\u5074\u9762\u306b\u3059\u304e\u307e\u305b\u3093\u3002 \u4f55\u304c\u6a5f\u80fd\u3057\u3066\u3044\u308b\u304b\u3092\u6e2c\u5b9a\u3059\u308b\u3053\u3068\u306f\u3082\u3061\u308d\u3093\u3001\u4f55\u304c\u6a5f\u80fd\u3057\u3066\u3044\u306a\u3044\u304b\u3092\u6e2c\u5b9a\u3059\u308b\u3053\u3068\u304c\u91cd\u8981\u3067\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u306f\u3053\u306e\u60c5\u5831\u3092\u3082\u3068\u306b\u3001\u9650\u308a\u3042\u308b\u4e88\u7b97\u3092\u4e0a\u624b\u306b\u632f\u308a\u5206\u3051\u3001\u5165\u672d\u984d\u3092\u5909\u66f4\u3057\u3001\u30e1\u30c3\u30bb\u30fc\u30b8\u6226\u7565\u3092\u6539\u8a02\u3057\u3066\u3001\u3064\u307e\u308a\u306fROAS\u3092\u6700\u9069\u5316\u3059\u308b\u65b9\u6cd5\u3092\u628a\u63e1\u3067\u304d\u307e\u3059\u3002 \u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u304c\u5e83\u544a\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u6210\u529f\u306b\u5fc5\u8981\u4e0d\u53ef\u6b20\u306a\u306e\u306f\u3053\u306e\u305f\u3081\u3067\u3059\u3002<\/p>\n

\u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u306e\u30e1\u30ea\u30c3\u30c8\u3092\u4eab\u53d7\u3067\u304d\u308b\u306e\u306f\u30d1\u30d6\u30ea\u30c3\u30b7\u30e3\u30fc\u3084\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u3060\u3051\u3067\u306f\u3042\u308a\u307e\u305b\u3093\u3002 \u30a2\u30c9\u30ec\u30b5\u30d3\u30ea\u30c6\u30a3\u304c\u306a\u3051\u308c\u3070\u3001\u30d5\u30ea\u30fc\u30af\u30a8\u30f3\u30b7\u30fc\u30ad\u30e3\u30c3\u30d4\u30f3\u30b0\u306e\u4e0d\u8db3\u306b\u3088\u308a\u3001\u6d88\u8cbb\u8005\u306b\u540c\u3058\u5e83\u544a\u304c\u7e70\u308a\u8fd4\u3057\u8868\u793a\u3055\u308c\u3001\u6e80\u8db3\u5ea6\u304c\u4e0b\u304c\u308a\u307e\u3059\u3002\u307e\u305f\u3001\u77e5\u3063\u3066\u306f\u3044\u308b\u3051\u3069\u95a2\u4fc2\u6027\u304c\u3067\u304d\u3066\u3044\u306a\u3044\u4f01\u696d\u3084\u5546\u54c1\u3068\u3064\u306a\u304c\u308a\u3001\u30e1\u30ea\u30c3\u30c8\u3092\u5f97\u308b\u30c1\u30e3\u30f3\u30b9\u3092\u9003\u3057\u3066\u3057\u307e\u3044\u307e\u3059\u3002<\/p>\n

\u3055\u3089\u306b\u3001\u6642\u9593\u5dee\u306e\u3042\u308b\u52b9\u679c\u6e2c\u5b9a\u30c7\u30fc\u30bf\u3084\u96c6\u8a08API\u3067\u306f\u9069\u5207\u306b\u30c7\u30b8\u30bf\u30eb\u5e83\u544a\u3092\u30b5\u30dd\u30fc\u30c8\u3067\u304d\u307e\u305b\u3093\u3002 \u30c7\u30fc\u30bf\u5206\u6790\u304b\u3089\u65bd\u7b56\u3078\u306e\u53cd\u6620\u306b\u5927\u304d\u306a\u9045\u308c\u304c\u51fa\u308b\u3053\u3068\u306f\u3001\u305d\u306e\u5206\u3060\u3051\u306e\u4e88\u7b97\u3092\u6d6a\u8cbb\u3092\u3059\u308b\u3053\u3068\u306b\u3082\u306a\u308a\u307e\u3059\u3002 \u9045\u308c\u304c\u5927\u304d\u304f\u306a\u308b\u307b\u3069\u52b9\u679c\u306f\u8584\u308c\u3001\u30d1\u30d6\u30ea\u30c3\u30b7\u30e3\u30fc\u306e\u5229\u76ca\u3082\u6e1b\u3063\u3066\u3044\u304d\u307e\u3059\u3002<\/p>\n

4\u3064\u76ee\u306e\u8aa4\u89e3\uff1a\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30b7\u30b0\u30ca\u30eb\u3084\u30cf\u30c3\u30b7\u30e5\u5316\u3055\u308c\u305f\u30e1\u30fc\u30eb\u30a2\u30c9\u30ec\u30b9\u306f\u5b8c\u5168\u306a\u4ee3\u66ff\u624b\u6bb5\u3067\u3042\u308b<\/h3>\n

\u30cf\u30c3\u30b7\u30e5\u5316\u3055\u308c\u305f\u30e1\u30fc\u30eb\u30a2\u30c9\u30ec\u30b9\u306f\u30c7\u30d0\u30a4\u30b9\u306b\u95a2\u4fc2\u306a\u304f\u3001\u512a\u308c\u305f\u30e6\u30fc\u30b6\u30fc\u30fb\u30a8\u30af\u30b9\u30da\u30ea\u30a8\u30f3\u30b9\u3092\u63d0\u4f9b\u3057\u307e\u3059\u304c\u3001\u30a2\u30c9\u30ec\u30b5\u30d6\u30eb\u5e83\u544a\u306e\u4ee3\u66ff\u30bd\u30ea\u30e5\u30fc\u30b7\u30e7\u30f3\u3068\u3057\u3066\u306f\u4e0d\u5341\u5206\u3067\u3059\u3002 \u5e83\u7bc4\u56f2\u306b\u308f\u305f\u308b\u6d88\u8cbb\u8005\u4f53\u9a13\u306e\u4fef\u77b0\u56f3\u3092\u63d0\u4f9b\u3067\u304d\u308b\u306e\u306f\u3001\u30ed\u30b0\u30a4\u30f3\u3057\u3066\u3044\u306a\u3044\u30e6\u30fc\u30b6\u30fc\u306eID\u3060\u3051\u3067\u3059\u3002<\/p>\n

\u305f\u3068\u3048\u3070\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u304c\u3055\u307e\u3056\u307e\u30cb\u30e5\u30fc\u30b9\u30b5\u30a4\u30c8\u306b\u30ed\u30b0\u30a4\u30f3\u3057\u3066\u3044\u308b\u4eba\u306e\u307f\u3092\u30bf\u30fc\u30b2\u30c3\u30c8\u306b\u3057\u3088\u3046\u3068\u3057\u305f\u5834\u5408\u3001\u3053\u308c\u3060\u3051\u3067\u306f\u6570\u65e5\u5f8c\u306b\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u8a2a\u308c\u305f\u4eba\u306e\u30d3\u30e5\u30fc\u30b9\u30eb\u30fc\u30fb\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u3092\u53d6\u5f97\u3059\u308b\u3053\u3068\u306f\u3067\u304d\u307e\u305b\u3093\u3002 \u521d\u3081\u3066\u30a6\u30a7\u30d6\u30b5\u30a4\u30c8\u3092\u8a2a\u308c\u305f\u4eba\u306b\u306f\u30ed\u30b0\u30a4\u30f3\u3092\u6c42\u3081\u306a\u3044\u3053\u3068\u304c\u591a\u3044\u304b\u3089\u3067\u3059\u3002<\/p>\n

\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3067\u306f\u3001\u5e83\u544a\u306b\u95a2\u9023\u3059\u308b\u30b3\u30f3\u30c6\u30f3\u30c4\u306b\u8208\u5473\u3092\u793a\u3057\u3066\u3044\u308b\u9069\u5207\u306a\u30aa\u30fc\u30c7\u30a3\u30a8\u30f3\u30b9\u306b\u30a2\u30d4\u30fc\u30eb\u3067\u304d\u307e\u3059\u3002 \u3057\u304b\u3057\u3001\u3069\u306e\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u30fb\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u304c\u6a5f\u80fd\u3057\u3066\u3044\u308b\u304b\u3092\u6e2c\u5b9a\u3067\u304d\u306a\u3044\u306e\u3067\u3042\u308c\u3070\u3001\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u62c5\u5f53\u8005\u306f\u5e83\u544a\u306e\u8cbb\u7528\u5bfe\u52b9\u679c\u3092\u6539\u5584\u3067\u304d\u307e\u305b\u3093\u3002\u540c\u3058\u30b5\u30a4\u30c8\u5185\u3067\u306f\u3082\u3061\u308d\u3093\u3001\u3055\u307e\u3056\u307e\u306a\u30b5\u30a4\u30c8\u9593\u3067\u7279\u5b9a\u306e\u30c8\u30d4\u30c3\u30af\u3078\u306e\u30bf\u30fc\u30b2\u30c6\u30a3\u30f3\u30b0\u3092\u5b9f\u65bd\u3057\u3066\u3044\u308b\u5834\u5408\u3082\u540c\u69d8\u3067\u3059\u3002 \u3055\u3089\u306b\u3001\u30b3\u30f3\u30c6\u30af\u30b9\u30c1\u30e5\u30a2\u30eb\u5358\u72ec\u3067\u306f\u3001\u30ad\u30e3\u30f3\u30da\u30fc\u30f3\u306e\u52b9\u679c\u3092\u4e0a\u3052\u308b\u306e\u306b\u6709\u52b9\u306a\u30d5\u30ea\u30fc\u30af\u30a8\u30f3\u30b7\u30fc\u30fb\u30ad\u30e3\u30c3\u30d4\u30f3\u30b0\u3082\u30a2\u30c8\u30ea\u30d3\u30e5\u30fc\u30b7\u30e7\u30f3\u3082\u5229\u7528\u3067\u304d\u307e\u305b\u3093\u3002<\/p>\n

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