{"id":15798,"date":"2021-07-20T17:29:36","date_gmt":"2021-07-20T17:29:36","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=15798"},"modified":"2021-07-29T06:55:57","modified_gmt":"2021-07-29T06:55:57","slug":"%eb%a6%ac%ed%85%8c%ec%9d%bc-%eb%af%b8%eb%94%94%ec%96%b4retail-media%eb%9e%80-%eb%ac%b4%ec%97%87%ec%9d%b8%ea%b0%80","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/%eb%a6%ac%ed%85%8c%ec%9d%bc-%eb%af%b8%eb%94%94%ec%96%b4retail-media%eb%9e%80-%eb%ac%b4%ec%97%87%ec%9d%b8%ea%b0%80\/","title":{"rendered":"\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4(Retail Media)\ub780 \ubb34\uc5c7\uc778\uac00? \ud06c\ub9ac\ud14c\uc624\uc640 Digiday\uc758 \uac00\uc774\ub4dc"},"content":{"rendered":"

 <\/p>\n

\ucf54\ub85c\ub09819\ub85c \uc778\ud574 \uc18c\ube44\uc790\ub4e4\uc758 \ud589\ub3d9\uc774 \ud06c\uac8c \ubc14\ub00c\uc5c8\uc2b5\ub2c8\ub2e4. Kantar\uc5d0 \ub530\ub974\uba74, \uac70\uc758 80%\uc5d0 \ub2ec\ud558\ub294 \uc18c\ube44\uc790\ub4e4\uc774 \ubaa8\ub4e0 \uad6c\ub9e4\uc758 \uc808\ubc18 \uc774\uc0c1\uc744 \uc628\ub77c\uc778\uc5d0\uc11c \uc218\ud589\ud558\uace0 \uc788\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \uc774\ubbf8 \uc9c4\ud589 \uc911\uc774\uc5c8\ub358 \uc774\ub7ec\ud55c \ubcc0\ud654\ub294 \ucf54\ub85c\ub09819\ub85c \uc778\ud574 \uae09\uaca9\ud788 \uac00\uc18d\ud654\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n

<\/p>\n

\uadf8 \uc5b4\ub290 \ub54c\ubcf4\ub2e4 \ub9ce\uc740 \uc18c\ube44\uc790\ub4e4\uc774 \uc628\ub77c\uc778\uc73c\ub85c \uad6c\ub9e4\ud558\uba74\uc11c, \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uc5ed\uc2dc \ud0c4\ub825\uc744 \ubc1b\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub807\ub2e4\uba74,\u00a0\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub780 \uacfc\uc5f0 \ubb34\uc5c7\uc744 \uc758\ubbf8\ud560\uae4c\uc694? \uadf8\ub9ac\uace0 \uc65c \uc9c0\uae08 \uadf8 \uc911\uc694\uc131\uc774 \ubd80\uac01\ub418\uace0 \uc788\uc744\uae4c\uc694?<\/p>\n

\ud06c\ub9ac\ud14c\uc624\uc640 \uc628\ub77c\uc778 \ud2b8\ub808\uc774\ub4dc \ub9e4\uac70\uc9c4 Digiday\uac00 \ubc1c\ud45c\ud55c \uc0c8\ub85c\uc6b4 \uac00\uc774\ub4dc “\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4(Retail Media)\ub780 \ubb34\uc5c7\uc778\uac00?”\ub294 \uc774\ub7ec\ud55c \uc9c8\ubb38\ub4e4\uc5d0 \ub300\ud55c \ub2f5\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4. \uac00\uc774\ub4dc\uc758 \uc8fc\uc694 \ub0b4\uc6a9\uc740 \ub2e4\uc74c\uacfc \uac19\uc2b5\ub2c8\ub2e4.<\/p>\n

 <\/p>\n

\ub9ac\ud14c\uc77c<\/strong> \ubbf8\ub514\uc5b4\ub780<\/strong> \ubb34\uc5c7\uc778\uac00<\/strong>?<\/strong><\/h3>\n

\uc77c\ubc18\uc801\uc73c\ub85c, \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \ub9ac\ud14c\uc77c\ub7ec \uc0ac\uc774\ud2b8\uc640 \uc571 \ub0b4\uc5d0 \uad11\uace0\ub97c \uac8c\uc7ac\ud558\ub294 \uac83\uc744 \ub9d0\ud569\ub2c8\ub2e4. \ub9ac\ud14c\uc77c\ub7ec\uc640 \uc81c\ud488\uc744 \uc9c1\uc811 \ud310\ub9e4\ud558\ub294 \ube0c\ub79c\ub4dc\uac00 \ubcf4\ud1b5 \uad11\uace0\ub97c \uac8c\uc7ac\ud558\uc9c0\ub9cc, \ud56d\uc0c1 \uadf8\ub7f0 \uac83\ub9cc\uc740 \uc544\ub2d9\ub2c8\ub2e4. \uae08\uc735 \uc11c\ube44\uc2a4\ub098 \uc5ec\ud589 \ubd84\uc57c\uc758 \ube0c\ub79c\ub4dc\ub4e4\ub3c4 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uad11\uace0\ub97c \uc0ac\uc6a9\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub7f0 \ube0c\ub79c\ub4dc\ub4e4\uc740 \ub9ac\ud14c\uc77c\ub7ec\uc758 \uace0\uac1d\ub4e4\uc5d0\uac8c \uad00\uc2ec\uc774 \uc788\uc9c0\ub9cc, \ubc18\ub4dc\uc2dc \uadf8 \ub9ac\ud14c\uc77c\ub7ec\uc758 \uc0ac\uc774\ud2b8\ub098 \uc571\uc5d0\uc11c \uc81c\ud488\uc744 \ud310\ub9e4\ud558\uc9c0\ub294 \uc54a\uc2b5\ub2c8\ub2e4.<\/p>\n

\"\"
\ucd9c\ucc98: \ud06c\ub9ac\ud14c\uc624 \uc1fc\ud37c \uc2a4\ud1a0\ub9ac, \ubbf8\uad6d, \ub9ac\ud14c\uc77c\/\ube0c\ub79c\ub4dc \uc6f9\uc0ac\uc774\ud2b8 \ubc0f \uc628\ub77c\uc778 \ub9c8\ucf13\ud50c\ub808\uc774\uc2a4\uc5d0\uc11c \uc2dc\uc791\ub41c \uac80\uc0c9 \ud569\uc0b0 2019\ub144, 7-8\uc6d4, N=1013.<\/figcaption><\/figure>\n

 <\/p>\n

 <\/p>\n

\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \uc0ac\uc6a9\ud574,\ube0c\ub79c\ub4dc\ub294 \uc624\ud504\ub77c\uc778 \ub9e4\uc7a5\uc758 \uc591\ucabd \ub05d \ub610\ub294 \ud1b5\ub85c \ub0b4 \uc9c4\uc5f4\ub300\uc640 \uc720\uc0ac\ud55c \ud6a8\uacfc\ub97c \uc9c0\ub2cc \uae30\ubcf8 \uad11\uace0\ub098 \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0\ub97c \ud1b5\ud574, “\ub514\uc9c0\ud138 \uc120\ubc18”\uc5d0 \ub300\ud55c \uac00\uc2dc\uc131\uc744 \ub192\uc77c \uc218 \uc788\uc2b5\ub2c8\ub2e4. \ud648\ud398\uc774\uc9c0, \uce74\ud14c\uace0\ub9ac \ud398\uc774\uc9c0, \uac80\uc0c9 \ud398\uc774\uc9c0 \ub610\ub294 \uc0c1\ud488 \uc0c1\uc138 \ud398\uc774\uc9c0\uc5d0 \uad11\uace0\ub97c \ud45c\uc2dc\ud560 \uc218 \uc788\uae30 \ub54c\ubb38\uc5d0, \uad6c\ub9e4 \uc5ec\uc815\uc758 \uc5ec\ub7ec \ub2e8\uacc4\uc5d0\uc11c \uc18c\ube44\uc790\ub4e4\uc5d0\uac8c \ub2e4\uac00\uac08 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\ub9ac\ud14c\uc77c<\/strong> \ubbf8\ub514\uc5b4\uac00<\/strong> \ub300\uc138\uc778<\/strong> \uc774\uc720<\/strong><\/h3>\n

\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \uc138 \uac00\uc9c0 \uc774\uc720\ub85c \uc778\ud574 \uc774\ubbf8 \ub300\uc138\uac00 \ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n

1. <\/strong>\uc774\ucee4\uba38\uc2a4\ub294<\/strong> \ub9ac\ud14c\uc77c<\/strong> \ubbf8\ub514\uc5b4\uc758<\/strong> \uc6d0\ub3d9\ub825\uc785\ub2c8\ub2e4<\/strong>.<\/strong><\/h4>\n

\uc810\uc810 \ub354 \ub9ce\uc740 \uc218\uc758 \uc18c\ube44\uc790\ub4e4\uc774 \uc624\ud504\ub77c\uc778 \ub9e4\uc7a5\uc774 \uc544\ub2c8\ub77c \uc774\ucee4\uba38\uc2a4\ub85c \ub208\uc744 \ub3cc\ub9ac\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\ub294 \uad6c\ub9e4\uac00 \uc774\ub8e8\uc5b4\uc9c0\ub294 \uc7a5\uc18c\uc5d0\uc11c \uace0\uac1d\uc758 \ub208\uae38\uc744 \ub04c\uace0, \ub9ac\ud14c\uc77c\ub7ec \ud30c\ud2b8\ub108 \uc0ac\uc774\ud2b8\uc640 \uc571\uc758 \ud310\ub9e4 \uc9c0\uc810\uc5d0\uc11c \uad6c\ub9e4 \uc758\ub3c4\uac00 \ub192\uc740 \uace0\uac1d\uc5d0\uac8c \ub2e4\uac00\uac00\uae38 \uc6d0\ud569\ub2c8\ub2e4.<\/p>\n

2. <\/strong>\ucfe0\ud0a4<\/strong> \uc9c0\uc6d0\uc774<\/strong> \uc911\ub2e8\ub41c<\/strong> \ud6c4\uc5d0\ub3c4<\/strong> \ub9de\ucda4<\/strong> \uad11\uace0\uc5d0<\/strong> \ub300\ud55c<\/strong> \uc694\uad6c\ub294<\/strong> \uc9c0\uc18d\ub420<\/strong> \uac83\uc785\ub2c8\ub2e4<\/strong>.<\/strong><\/h4>\n

\ud06c\ub9ac\ud14c\uc624 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \uc218\uc11d \uc81c\ud488 \ub9c8\ucf00\ud305 \ub9e4\ub2c8\uc800\uc778 \ub85c\ub808\ud0c0 \uc870\ub358(Loretta Jordan)\uc740 “\ub9de\ucda4 \uad11\uace0\ub294 \uc9c0\uc18d\uc801\uc73c\ub85c \uc694\uad6c\ub418\uace0, \ud37c\uc2a4\ud2b8\ud30c\ud2f0 \ud658\uacbd\uc5d0\uc11c \uc2e4\ud589\ub418\ub294 \ub370\uc774\ud130\uc5d0 \ub300\ud55c \uc758\uc874\uc131\uc774 \ucee4\uc9c8 \uac83\u201d\uc774\ub77c\uba70 \u201c\ub9ac\ud14c\uc77c\ub7ec\ub294 \uc790\uc0ac \uc0ac\uc774\ud2b8\uc5d0\uc11c \ud310\ub9e4\uac00 \uc77c\uc5b4\ub098\uae30 \ub54c\ubb38\uc5d0 \uc2e4\uc81c \ud310\ub9e4\uc5d0 \uae30\ubc18\ud55c \uce21\uc815\uc774 \uac00\ub2a5\ud55c \ud658\uacbd\uc744 \uc870\uc131\ud560 \uc218 \uc788\uace0, \ud37c\uc2a4\ud2b8\ud30c\ud2f0 \ub370\uc774\ud130\ub97c \uc0ac\uc6a9\ud574 \uc18c\ube44\uc790\ub97c \ud0c0\uac9f\ud305\ud558\ub294 \ub370 \uc720\ub9ac\ud55c \uc704\uce58\ub97c \ucc28\uc9c0\ud558\uace0 \uc788\ub2e4\u201d\uace0 \uc124\uba85\ud569\ub2c8\ub2e4.<\/p>\n

3. <\/strong>\ub9ac\ud14c\uc77c<\/strong> \ubbf8\ub514\uc5b4\ub294<\/strong> \ubbf8\ub514\uc5b4<\/strong> \uc9c0\ucd9c\uc744<\/strong> \ub9e4\ucd9c\uacfc<\/strong> \uc5f0\uacb0\uc2dc\ucf1c<\/strong> \uc90d\ub2c8\ub2e4<\/strong>.<\/strong><\/h4>\n

\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \uc5b4\ud2b8\ub9ac\ubdf0\uc158 \uae30\ub2a5\uc740 \uad11\uace0 \ube44\uc6a9\uc744 \ub9e4\ucd9c\uc5d0 \uc9c1\uc811 \uc5f0\uacb0\ud558\uace0\uc790 \ud558\ub294 \ube0c\ub79c\ub4dc\uc5d0 \ub9e4\uc6b0 \ud6a8\uacfc\uc801\uc785\ub2c8\ub2e4.\u00a0\ub9ac\ud14c\uc77c\ub7ec<\/a>\uac00 \ubcf4\uc720\ud55c \ud48d\ubd80\ud55c \ud310\ub9e4 \ub370\uc774\ud130\ub294 \ud310\ub9e4 \uae30\ubc18\uc758 \uc778\uc0ac\uc774\ud2b8\ub97c \uc81c\uacf5\ud558\uc5ec, \ube0c\ub79c\ub4dc\uac00 \uad11\uace0 \ube44\uc6a9\uc744 \uc774\ucee4\uba38\uc2a4 \ub9e4\ucd9c\uacfc \uac1c\ubcc4 SKU \ub808\ubca8\ub85c \uc5f0\uacb0\uc2dc\ud0ac \uc218 \uc788\ub3c4\ub85d \ud574\uc90d\ub2c8\ub2e4. \uace0\uac1d \uc5ec\uc815\uc744 \ubcf4\ub2e4 \uc644\uc804\ud558\uac8c \ud30c\uc545\ud560 \uc218 \uc788\ub3c4\ub85d, \uc624\ud504\ub77c\uc778 \ud310\ub9e4 \ub370\uc774\ud130\ub97c \uc81c\uacf5\ud558\ub294 \ub9ac\ud14c\uc77c\ub7ec\ub3c4 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n

\ub9ac\ud14c\uc77c<\/strong> \ubbf8\ub514\uc5b4\uc5d0<\/strong> \ub300\ud55c<\/strong> \uc790\uc138\ud55c<\/strong> \uc815\ubcf4\ub97c<\/strong> \uc6d0\ud558\uc2ed\ub2c8\uae4c<\/strong>?<\/strong><\/h3>\n

\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4, \uadf8 \uc99d\uac00\uc5d0 \uae30\uc5ec\ud558\ub294 \uc5c5\uacc4 \ud2b8\ub80c\ub4dc \ubc0f \uadf9\ubcf5\ud574\uc57c \ud560 \uacfc\uc81c\uc5d0 \ub300\ud574 \ubcf4\ub2e4 \uc790\uc138\ud788 \uc54c\uc544\ubcf4\ub824\uba74, \u201c\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4(Retail Media)\ub780 \ubb34\uc5c7\uc778\uac00?\u201d Digiday \uac00\uc774\ub4dc\ub97c \uc5ec\uae30\uc5d0\uc11c \ub2e4\uc6b4\ub85c\ub4dc<\/strong><\/a>\ud558\uc2ed\uc2dc\uc624.<\/p>\n

\"2021\ub144<\/a><\/p>\n

\ub300\ud589\uc0ac\uc758 \ub9c8\ucf00\ud130\uc774\uc2ed\ub2c8\uae4c? 2021 <\/strong>\ub514\uc9c0\ud138<\/strong> \uad11\uace0<\/strong> \ub9e4\ub274\uc5bc<\/strong> \ub300\ud589\uc0ac<\/strong> \uc5d0\ub514\uc158<\/strong>:<\/strong><\/a>\uace0\uac1d<\/strong> \uc131\uc7a5\uc744<\/strong> \uc8fc\ub3c4\ud560<\/strong> \uc0c8\ub85c\uc6b4<\/strong> \uae30\ud68c<\/strong><\/a>\ub97c \ub2e4\uc6b4\ub85c\ub4dc\ud558\uc5ec, \uc0c8\ub85c\uc6b4 \ubc29\uc2dd\uc73c\ub85c \uace0\uac1d\uc744 \uc9c0\uc6d0\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub418\ub294 \ub370\uc774\ud130\uc640 \uad11\uace0 \uc804\ub7b5\uc744 \ud655\uc778\ud574\ubcf4\uc2dc\uae30 \ubc14\ub78d\ub2c8\ub2e4.<\/p>\n","protected":false},"excerpt":{"rendered":"

  \ucf54\ub85c\ub09819\ub85c \uc778\ud574 \uc18c\ube44\uc790\ub4e4\uc758 \ud589\ub3d9\uc774 \ud06c\uac8c \ubc14\ub00c\uc5c8\uc2b5\ub2c8\ub2e4. Kantar\uc5d0 \ub530\ub974\uba74, \uac70\uc758 80%\uc5d0 \ub2ec\ud558\ub294 \uc18c\ube44\uc790\ub4e4\uc774 \ubaa8\ub4e0 \uad6c\ub9e4\uc758 \uc808\ubc18 \uc774\uc0c1\uc744 \uc628\ub77c\uc778\uc5d0\uc11c \uc218\ud589\ud558\uace0 \uc788\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \uc774\ubbf8 \uc9c4\ud589 \uc911\uc774\uc5c8\ub358 \uc774\ub7ec\ud55c \ubcc0\ud654\ub294 \ucf54\ub85c\ub09819\ub85c \uc778\ud574 \uae09\uaca9\ud788 \uac00\uc18d\ud654\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n","protected":false},"author":55,"featured_media":15807,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[173],"coauthors":[],"class_list":{"0":"post-15798","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"\n\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4(Retail Media)\ub780 \ubb34\uc5c7\uc778\uac00? \ud06c\ub9ac\ud14c\uc624\uc640 Digiday\uc758 \uac00\uc774\ub4dc | KR - Criteo<\/title>\n<meta name=\"description\" content=\"What, exactly, is retail media? 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