{"id":19881,"date":"2023-12-15T03:11:28","date_gmt":"2023-12-15T03:11:28","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=19881"},"modified":"2023-12-15T03:11:28","modified_gmt":"2023-12-15T03:11:28","slug":"navigating-the-new-retailer-brand-power-dynamic","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/navigating-the-new-retailer-brand-power-dynamic\/","title":{"rendered":"\uc720\ud1b5\uc0ac-\ube0c\ub79c\ub4dc\uc758 \uc0c8\ub85c\uc6b4 \ud30c\uc6cc \ub2e4\uc774\ub0b4\ubbf9 \ud0d0\uc0c9\ud558\uae30"},"content":{"rendered":"<p><em>\uc774 \uae00\uc740 \uc720\ud1b5\uc0ac\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ubd84\uc57c\uc5d0\uc11c \uc55e\uc11c \uac00\ub3c4\ub85d \ub3d5\ub294 \ub370 \uc911\uc810\uc744 \ub454 <strong>RMN<\/strong><strong>\uc758 <\/strong><strong>\uc7a5\uae30\uc801\uc778 <\/strong><strong>\uc131\uacf5\uc744 <\/strong><strong>\ubcf4\uc7a5\ud558\uae30 <\/strong><strong>\uc704\ud55c <\/strong>\uc2dc\ub9ac\uc988\uc758 \uccab \ubc88\uc9f8 \uae00\uc785\ub2c8\ub2e4.<\/em><\/p>\n<p>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \uc81c\uacf5\ud558\uae30 \uc2dc\uc791\ud55c \uc720\ud1b5\uc0ac\ub294 \ub450 \uac00\uc9c0 \uc0ac\uc2e4\uc744 \uc54c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud558\ub098\ub294 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \ud65c\uc6a9\ud558\uae30\ub85c \ud55c \uac83\uc774 \ud604\uba85\ud55c \ucc98\uc0ac\uc600\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4. 2025\ub144\uae4c\uc9c0 \uc774 \uce74\ud14c\uace0\ub9ac\uc5d0 \ub300\ud55c \uc9c0\ucd9c\uc774 TV\ub97c \ub2a5\uac00\ud560 \uac83\uc73c\ub85c \ubcf4\uc774\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \ub450 \ubc88\uc9f8\ub294 \ub2e4\ub978 \ubaa8\ub4e0 \uae30\uc5c5\ub4e4\ub3c4 \uc774\ub7ec\ud55c \uc0ac\uc2e4\uc744 \uae68\ub2eb\uace0 \uacbd\uc7c1\uc5d0 \ub3d9\ucc38\ud558\uace0 \uc788\uc73c\uba70, \uc720\ud1b5\uc0ac\ub294 \ud22c\uc790\ub97c \ubcf4\ud638\ud558\uba70 \uc810\uc810 \ub354 \ud63c\uc7a1\ud574\uc9c0\ub294 \uacf5\uac04\uc5d0\uc11c \ub450\uac01\uc744 \ub098\ud0c0\ub0b4\uc57c \ud55c\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>\uc774 \uce74\ud14c\uace0\ub9ac\ub294 \ube60\ub974\uac8c \uc131\uc219\ud558\uace0 \uc788\uc73c\uba70 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ub124\ud2b8\uc6cc\ud06c\uc758 \ube44\uc911\uc740 \uacc4\uc18d \ucee4\uc9c0\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ub9c8\uc2a4 \uc5d0\uc774\uc804\uc2dc(Mars Agency)\uc758 2023\ub144 3\ubd84\uae30 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ubcf4\uace0\uc11c \uce74\ub4dc\uc5d0 \ub530\ub974\uba74, 65\uac1c\uc758 \ud3c9\uac00 \uae30\uc900 \uc911 \uc790\uadf8\ub9c8\uce58 44\uac1c\uac00 \ud604\uc7ac \ubaa8\ub4e0 RMN\uc5d0\uc11c \ud45c\uc900 \uc694\uad6c \uc0ac\ud56d\uc73c\ub85c \uac04\uc8fc\ub429\ub2c8\ub2e4. \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ub124\ud2b8\uc6cc\ud06c\ub97c \uad6c\ucd95\ud558\ub294 \uac83\uc740 \uc26c\uc6b4 \uc77c\uc774 \uc544\ub2c8\uc9c0\ub9cc, \ube60\ub978 \uc131\uc7a5\uc138 \uc18d\uc5d0\uc11c \uc870\uae08\uc774\ub77c\ub3c4 \uba48\ucd94\ub294 \uc720\ud1b5\uc0ac\ub294 \ub4a4\ucc98\uc9c8 \uc704\ud5d8\uc774 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc870\uae09\ud574\uc9c4 \ub300\ubd80\ubd84 \ube0c\ub79c\ub4dc\ub4e4\uc5d0 \ub530\ub77c\uc7a1\uae30\uc5d0 \ubd84\uc8fc\ud569\ub2c8\ub2e4. \uc544\ub9c8\ub3c4 \uc774\uac83\uc774 \ube0c\ub79c\ub4dc\ub97c \uace0\uac1d\uc73c\ub85c \ub454 \uc720\ud1b5\uc0ac\ub4e4\uc774 \ubc1b\uc544\ub4e4\uc5ec\uc57c \ud588\ub358 \uac00\uc7a5 \ud070 \ud328\ub7ec\ub2e4\uc784 \ubcc0\ud654\uc77c \uac83\uc785\ub2c8\ub2e4.<\/p>\n<h2>\uad00\uacc4 \uc5ed\uc804<\/h2>\n<p>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uac00 \uc5c6\ub358 \uc2dc\uc808\uc5d0\ub294 \uc720\ud1b5\uc0ac\uc640 \ube0c\ub79c\ub4dc\uc758 \uad00\uacc4\ub294 \ub300\ubd80\ubd84 \uc77c\ubc29\uc801\uc774\uc5c8\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\ub294 \uc720\ud1b5\uc0ac\ub97c \ubaa8\uc2dc\uae30 \uc704\ud574 \ub178\ub825\ud558\uace0, \uace0\uac1d\uc778 \uc720\ud1b5\uc0ac\uac00 \ucc38\uc5ec \uaddc\uce59\uc744 \uc815\ud588\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774\uc81c \uc720\ud1b5\uc0ac\ub294 \ubbf8\ub514\uc5b4 \uae30\uc5c5\uc774\uae30\ub3c4 \ud558\uace0, \ube0c\ub79c\ub4dc\ub294 \uad11\uace0\ub418\ub294 \uc81c\ud488\uc744 \uc18c\uc720\ud55c \uace0\uac1d\uc785\ub2c8\ub2e4. \uc774\ub85c \uc778\ud574 \ud6e8\uc52c \ub354 \ubcf5\uc7a1\ud55c \uc591\ubc29\ud5a5 \uad00\uacc4\uac00 \uc0dd\uaca8\ub0ac\uc2b5\ub2c8\ub2e4. \uc989, \uc720\ud1b5\uc0ac\ub294 \uad11\uace0\uc640 \ub370\uc774\ud130 \uce21\uba74\uc5d0\uc11c \ube0c\ub79c\ub4dc\uc758 \uace0\uac1d\uc774\uc790 \uacf5\uae09\uc5c5\uccb4\uac00 \ub41c \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>\ud798\uc758 \uade0\ud615\uc5d0\uc11c \uc774\ub7ec\ud55c \ubcc0\ud654\ub97c \uc778\uc9c0\ud558\uc9c0 \ubabb\ud558\ub294 \uc720\ud1b5\uc0ac\ub4e4\uc740 \ube0c\ub79c\ub4dc \uc608\uc0b0\uc744 \ud655\ubcf4\ud558\uc9c0 \ubabb\ud560 \uc704\ud5d8\uc774 \uc788\uc2b5\ub2c8\ub2e4. \uc774\ub9c8\ucf00\ud130(eMarketer)\uc758 \uc564\ub4dc\ub958 \ub9bd\uc2a4\uba3c(Andrew Lipsman)\uc740 \u201c\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ub124\ud2b8\uc6cc\ud06c(RMN)\uac00 \uc720\ud1b5\uc0ac\ucc98\ub7fc \ud589\ub3d9\ud558\uc9c0 \uc54a\uace0 \ubbf8\ub514\uc5b4 \uae30\uc5c5\ucc98\ub7fc \ud589\ub3d9\ud558\uae30 \uc2dc\uc791\ud574\uc57c\ub9cc \uad6d\uac00\uc801\uc73c\ub85c \ubbf8\ub514\uc5b4 \ub2ec\ub7ec\ub97c \ubc8c \uc218 \uc788\ub2e4\u201d\uace0 \uc124\uba85\ud569\ub2c8\ub2e4. \uc815\ud655\ud788 \uc5b4\ub5a4 \uc758\ubbf8\uc77c\uae4c\uc694? \uc720\ud1b5\uc0ac\uac00 \uc790\uccb4 \ud2b8\ub798\ud53d\uacfc \ud310\ub9e4 \uc218\uce58\uc5d0 \uc9d1\uc911\ud588\uc5c8\ub2e4\uba74 \uc774\uc81c \uae30\uc5b4\ub97c \uc804\ud658\ud558\uace0 \ube0c\ub79c\ub4dc\uc758 \uad00\uc810\uc73c\ub85c \ubaa8\ub4e0 \uac83\uc744 \uc0b4\ud3b4\ubd10\uc57c \ud569\ub2c8\ub2e4. \uacb0\uad6d, \ube0c\ub79c\ub4dc\uc758 \uc694\uad6c\ub97c \uac00\uc7a5 \ub9ce\uc774 \ucda9\uc871\uc2dc\ud0a4\ub294 RMN\uc774 \uac00\uc7a5 \ub9ce\uc740 \uc608\uc0b0\uc744 \uac00\uc838\uac08 \uac83\uc774\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4.<\/p>\n<h2>\ube0c\ub79c\ub4dc \uc911\uc2ec\uc758 \uc0ac\uace0 \ubc29\uc2dd \uc218\uc6a9<\/h2>\n<p>&#8220;\ube0c\ub79c\ub4dc\uac00 \uad11\uace0 \ubaa9\ud45c\ub97c \ub2ec\uc131\ud558\ub294 \ub370 \ud544\uc694\ud55c \ubaa8\ub4e0 \uac83\uc744 \uc218\ud589&#8221;\ud558\ub294 \uc811\uadfc \ubc29\uc2dd\uc740 \ud2b9\ud788 \ub370\uc774\ud130\uc640 \uc624\ub514\uc5b8\uc2a4\uc5d0 \ub300\ud55c \uc561\uc138\uc2a4 \uce21\uba74\uc5d0\uc11c \ud3b8\uc548\ud558\uac8c \uc0dd\uac01\ud558\ub294 \uc601\uc5ed\uc744 \ubc97\uc5b4\ub098\ub3c4\ub85d \ub9cc\ub4e4 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \ud3ec\ub808\uc2a4\ud130 \ucee8\uc124\ud305(Forrester Consulting)\uc774 \ucd5c\uadfc \uc2e4\uc2dc\ud55c \uc870\uc0ac\uc5d0\uc11c, \uc720\ud1b5\uc0ac \ub610\ub294 \uc5ec\ud589\uc0ac\uc758 \ucee4\uba38\uc2a4 \ubbf8\ub514\uc5b4 \uc804\ub7b5 \uc758\uc0ac \uacb0\uc815\uad8c\uc790 \uc911 82%\uac00 \ud6a8\uacfc\uc801\uc778 \ub124\ud2b8\uc6cc\ud06c\uac00 \ub9e4\ucd9c\/\ub9c8\uc9c4\uc774 \ub192\uc740 \uc6b4\uc601 \uc218\uc775\uc5d0 \uc911\ub300\ud558\uac70\ub098 \ub9c9\ub300\ud55c \uc774\uc810\uc744 \uc904 \uc218 \uc788\ub2e4\uace0 \ub9d0\ud588\uc2b5\ub2c8\ub2e4. \u00a0\ub2e4\uc2dc \ub9d0\ud574 \ube0c\ub79c\ub4dc \uc911\uc2ec\uc758 \uc0ac\uace0 \ubc29\uc2dd\uc740 \uadf8\ub9cc\ud55c \uac00\uce58\uac00 \uc788\ub2e4\ub294 \ub9d0\uc785\ub2c8\ub2e4.<\/p>\n<p>\ubb34\uc5c7\uc774 \ub124\ud2b8\uc6cc\ud06c\ub97c \u2018\ud6a8\uacfc\uc801\u2019\uc73c\ub85c \ub9cc\ub4e4\uae4c\uc694? \uba38\ud074(Merkle)\uc740 \ucd5c\uadfc \uc870\uc0ac\uc5d0\uc11c, \ube0c\ub79c\ub4dc\ub4e4\uc5d0\uac8c \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ub124\ud2b8\uc6cc\ud06c\uc5d0\uc11c \uac00\uc7a5 \uc911\uc694\ud55c \uae30\ub2a5\uc774 \ubb34\uc5c7\uc778\uc9c0 \ubb3c\uc5c8\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\ub4e4\uc740 \u2018\uc0ac\uc6a9\uc758 \uc6a9\uc774\uc131\u2019\uacfc \u2018\ub0b4 \ube44\uc988\ub2c8\uc2a4\ub97c \uc774\ud574\ud558\ub294 \uc0ac\ub78c\uacfc \uacc4\ud68d \ud504\ub85c\uc138\uc2a4\uc5d0\uc11c \ud30c\ud2b8\ub108 \uad00\uacc4\ub97c \ub9fa\uc744 \uc218 \uc788\ub294 \uc5ed\ub7c9\u2019\uc744 \uaf3d\uc558\uc2b5\ub2c8\ub2e4. \uad11\ubc94\uc704\ud55c \uc624\ud37c\ub9c1\uacfc \uc804\ub7b5\uc801 \ud30c\ud2b8\ub108\uac00 \ub418\uace0\uc790 \ud558\ub294 \uc5f4\ub9dd\uc744 \uac00\uc9c4 \u00a0\uc720\ud1b5\uc0ac\ub294 \ud2b9\uc815 \ubbf8\ub514\uc5b4 \uad6c\ub9e4 \ubc29\uc2dd\uc5d0 \uc775\uc219\ud55c \ube0c\ub79c\ub4dc\uc758 \ub9c8\uc74c\uc744 \uc0ac\ub85c\uc7a1\uc744 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p>\uc720\ud1b5\uc0ac\ub4e4\uc774 \uc774 \uc0c8\ub85c\uc6b4 \uc6b4\uc601 \ubc29\uc2dd\uc5d0 \uc801\uc751\uc744 \ud558\uba74 \uac00\uc7a5 \ud070 \uc7a5\uc560\ubb3c\uc774 \uc81c\uac70\ub429\ub2c8\ub2e4. \uadf8 \ub2e4\uc74c\uc740 \uc790\uccb4\uc801\uc73c\ub85c \uc870\uc815\uc744 \ud558\uac70\ub098 \uc801\uc808\ud55c \uae30\uc220 \ud30c\ud2b8\ub108\uc640 \ud611\ub825\ud558\uc5ec \uc140\ud504 \uc11c\ube44\uc2a4\uc640 \ud5a5\uc0c1\ub41c \ubcf4\uace0 \uac19\uc740 \uae30\ub2a5\uc744 \uad6c\ud604\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uc778\uc0dd\uacfc \ub9c8\ucc2c\uac00\uc9c0\ub85c, \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c\ub3c4 \ud30c\ud2b8\ub108\uc758 \ub2c8\uc988\ub97c \ucda9\uc871\uc2dc\ud0a4\uba74\uc11c \uc790\uc2e0\uc758 \ub2c8\uc988\ub97c \ucda9\uc871\uc2dc\ud0a4\ub824\uba74 \uc870\uc728\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc5f4\ub9b0 \uc790\uc138\ub85c \ube0c\ub79c\ub4dc\uc758 \uc758\uacac\uc744 \uacbd\uccad\ud558\uba70 \ub300\uc2e0 \ud601\uc2e0\uc744 \ucd94\uad6c\ud574\uc8fc\ub294 \uc720\ud1b5\uc0ac\uac00 \uc120\ud0dd\uc744 \ubc1b\uc744 \uac83\uc785\ub2c8\ub2e4.<\/p>\n<p><em>\uc55e\uc73c\ub85c \ubc1c\ud45c\ub420 \uc774 \uc2dc\ub9ac\uc988\uc5d0 \uacc4\uc18d \uad00\uc2ec\uc744 \uac00\uc838\uc8fc\uc2dc\uae30 \ubc14\ub78d\ub2c8\ub2e4. RMN\uc774 \ud604\uc7ac\ub294 \ubb3c\ub860 \uce74\ud14c\uace0\ub9ac\uac00 \uacc4\uc18d \ubc1c\uc804\ud558\ub294 \ubbf8\ub798\uc5d0\ub3c4 \ub354 \ub9ce\uc740 \ube0c\ub79c\ub4dc \uc608\uc0b0\uc744 \uc720\uce58\ud560 \uc218 \uc788\ub294\uc9c0\uc5d0 \ub300\ud574 \uc790\uc138\ud788 \uc54c\uc544\ubcf4\ub3c4\ub85d \ud558\uaca0\uc2b5\ub2c8\ub2e4.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><sup>1<\/sup> \ucd9c\ucc98: https:\/\/www.insiderintelligence.com\/content\/retail-media-networks-need-start-acting-media-companies-retailers<\/p>\n<p><sup>2<\/sup> \ucd9c\ucc98: PubMatic\uc774 \uc758\ub8b0\ud55c Forrester Consulting \uc5f0\uad6c\uc870\uc0ac, 2023\ub144 8\uc6d4<\/p>\n<p><sup>3<\/sup> \ucd9c\ucc98: 2022 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uc5f0\uad6c \ubcf4\uace0\uc11c, \uacbd\uc7c1 \ud658\uacbd\uc5d0\uc11c \ud601\uc2e0\ud558\ub294 \ubc29\ubc95, Merkle<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\uc774 \uae00\uc740 \uc720\ud1b5\uc0ac\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ubd84\uc57c\uc5d0\uc11c \uc55e\uc11c \uac00\ub3c4\ub85d \ub3d5\ub294 \ub370 \uc911\uc810\uc744 \ub454 RMN\uc758 \uc7a5\uae30\uc801\uc778 \uc131\uacf5\uc744 \ubcf4\uc7a5\ud558\uae30 \uc704\ud55c \uc2dc\ub9ac\uc988\uc758 \uccab \ubc88\uc9f8 \uae00\uc785\ub2c8\ub2e4. \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \uc81c\uacf5\ud558\uae30 \uc2dc\uc791\ud55c \uc720\ud1b5\uc0ac\ub294 \ub450 \uac00\uc9c0 \uc0ac\uc2e4\uc744 \uc54c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud558\ub098\ub294 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \ud65c\uc6a9\ud558\uae30\ub85c \ud55c \uac83\uc774 \ud604\uba85\ud55c \ucc98\uc0ac\uc600\ub2e4\ub294 \uac83\uc785\ub2c8\ub2e4. 2025\ub144\uae4c\uc9c0 \uc774 \uce74\ud14c\uace0\ub9ac\uc5d0 \ub300\ud55c \uc9c0\ucd9c\uc774 TV\ub97c \ub2a5\uac00\ud560 \uac83\uc73c\ub85c \ubcf4\uc774\uae30 \ub54c\ubb38\uc785\ub2c8\ub2e4. \ub450 \ubc88\uc9f8\ub294 \ub2e4\ub978 \ubaa8\ub4e0 \uae30\uc5c5\ub4e4\ub3c4 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