{"id":20312,"date":"2024-04-18T17:09:45","date_gmt":"2024-04-18T17:09:45","guid":{"rendered":"https:\/\/www.criteo.com\/kr\/?p=20312"},"modified":"2024-04-19T16:55:44","modified_gmt":"2024-04-19T16:55:44","slug":"retail-media-unification-and-the-path-to-simplicity","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/kr\/blog\/retail-media-unification-and-the-path-to-simplicity\/","title":{"rendered":"\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ud1b5\ud569\uacfc \uac04\uc18c\ud654\ub97c \ud5a5\ud55c \uc5ec\uc815"},"content":{"rendered":"<p>2024\ub144 \ub4e4\uc5b4\uc11c\uba74\uc11c \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \ud68d\uae30\uc801\uc778 \uc131\uc7a5\uc758 \uc21c\uac04\uc744 \uc55e\ub450\uace0 \uc788\uc73c\uba70 \ub300\uc911\uc5d0\uac8c \ub2e4\uac00\uac00\uae30 \uc704\ud55c \uaddc\ubaa8\uc758 \ud544\uc694\uc131\uc774 \uac15\uc870\ub418\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ucd5c\uadfc \uba87 \ub144\uac04 \ube0c\ub79c\ub4dc, \ub300\ud589\uc0ac, \uc720\ud1b5\uc0ac\ub294 \ube60\ub974\uac8c \uc131\uc7a5\ud558\uace0 \uc788\ub294 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uac00 \uac00\uc9c4 \ud480-\ud37c\ub110 \uc7a0\uc7ac\ub825\uc758 \uadf9\ud788 \uc77c\ubd80\ub9cc \uc2e4\ud604\ud574 \uc654\uc2b5\ub2c8\ub2e4. \uc2a4\ud3f0\uc11c \uc0c1\ud488 \uad11\uace0\ub294 \uc218\uc775\uc131\uc774 \ub192\uae34 \ud558\uc9c0\ub9cc, \uc62c\ud574 \uae30\uc900 1,000\uc5b5 \ub2ec\ub7ec\uc5d0 \ub2ec\ud558\ub294 \uc2dc\uc7a5 \uaddc\ubaa8\uac00 \uc81c\uacf5\ud558\ub294 \uae30\ud68c\uc5d0 \ube44\ud558\uba74 \ube59\uc0b0\uc758 \uc77c\uac01\uc77c \ubfd0\uc785\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uae30\ud68c\ub97c \ud655\uc7a5\ud558\uace0 \ub354 \ub9ce\uc774 \ud3ec\ucc29\ud558\ub824\uba74 \ud1b5\ud569\uc774 \ud544\uc694\ud569\ub2c8\ub2e4. \uc774\ub294 \ub2e8\ud3b8\ud654\ub97c \ubc29\uc9c0\ud558\uace0 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \uad6c\ub9e4\uc640 \ud310\ub9e4\uc5d0 \ub300\ud55c \uc811\uadfc\uc131\uc744 \ub192\uc774\uae30 \uc704\ud55c \uc804\ub7b5\uc801 \uc870\uce58\uc785\ub2c8\ub2e4.<\/p>\n<p>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \uc131\uacf5\uc744 \ubc29\ud574\ud558\ub294 \uac00\uc7a5 \ud070 \uc7a5\uc560\ubb3c\uc740 \ub2e8\ud3b8\ud654\uc785\ub2c8\ub2e4. \ud3ec\ub808\uc2a4\ud130(Forrester)\uc5d0 \ub530\ub974\uba74 \ub2e8\ud3b8\ud654\ub85c \uc778\ud574 \uc804\uccb4 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ub124\ud2b8\uc6cc\ud06c(RMN)\uc5d0\uc11c \uac70\uc758 20%\uc5d0 \ub2ec\ud558\ub294 \uc218\uc775 \uc190\uc2e4\uc774 \ubc1c\uc0dd\ud560 \uc218 \uc788\ub294 \uac83\uc73c\ub85c \ub098\ud0c0\ub0ac\uc2b5\ub2c8\ub2e4. \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ud658\uacbd\uc5d0\uc11c \uae30\ud68c\ub97c \uadf9\ub300\ud654\ud558\ub824\uba74 \ub2e8\ud3b8\ud654\ub41c \ud604\uc7ac\uc758 \ud658\uacbd\uc5d0\uc11c \ube0c\ub79c\ub4dc\uc640 \uc720\ud1b5\uc0ac\uac00 \uad6c\ub9e4 \ubc0f \ud310\ub9e4 \ud504\ub85c\uc138\uc2a4\ub97c \uac04\uc18c\ud654\ud558\ub294 \uac83\uc774 \ubc18\ub4dc\uc2dc \ud544\uc694\ud569\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624\ub294 \uc218\uc694\uce21 \ud50c\ub7ab\ud3fc(DSP)\uc778 <a href=\"https:\/\/www.criteo.com\/kr\/platform\/commerce-max\/\">\ucee4\uba38\uc2a4 \ub9e5\uc2a4(Commerce Max)<\/a>\ub97c \uc81c\uacf5\ud558\ub294 \uac83\uc740 \ubb3c\ub860, <a href=\"https:\/\/www.iab.com\/guidelines\/final-iab-mrc-retail-media-measurement-guidelines-available-for-download\/\">IAB\uc640 MRC<\/a>\ub97c \ube44\ub86f\ud55c \ub4f1 \uc8fc\uc694 \uc5c5\uacc4 \ud30c\ud2b8\ub108\ub4e4\uacfc \ud611\ub825\ud574 \ubaa8\ub4e0 \uc774\ud574\uad00\uacc4\uc790\ub4e4\uc5d0\uac8c \ud61c\ud0dd\uc744 \uc8fc\ub294 \ud45c\uc900\ud654\ub97c \ub2ec\uc131\ud558\uae30\uc704\ud574 \uc801\uadf9 \ub178\ub825\ud558\uace0 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ud55c \ub178\ub825\uc774 \uc5b4\ub290 \uc815\ub3c4 \uc9c4\ucc99\ub418\uae34 \ud588\uc9c0\ub9cc, \ub9ac\ud14c\uc77c \ubc0f \ucee4\uba38\uc2a4 \ubbf8\ub514\uc5b4\uc758 \uc7a0\uc7ac\ub825\uc744 \ucd5c\ub300\ud55c \ud65c\uc6a9\ud558\ub824\uba74 \uc5c5\uacc4\uac00 \ud569\uc2ec\ud574\uc57c \ud55c\ub2e4\ub294 \uc0ac\uc2e4\uc740 \ubd84\uba85\ud569\ub2c8\ub2e4.<\/p>\n<h2><strong>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \uc774\uc81c \ud480 \ud37c\ub110 \uc804\ub7b5\uc785\ub2c8\ub2e4.<\/strong><\/h2>\n<p>\ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \ub2e8\uc21c\ud55c \uc2a4\ud3f0\uc11c \uad11\uace0\ub97c \ub118\uc5b4 \uc624\ud508 \uc6f9\uc758 \uc628\uc0ac\uc774\ud2b8 \ub514\uc2a4\ud50c\ub808\uc774\uc640 \uc624\ud504\uc0ac\uc774\ud2b8 \uad11\uace0\uae4c\uc9c0 \ud655\uc7a5\ub418\ub294 \ud480-\ud37c\ub110 \uacbd\ud5d8\uc73c\ub85c \ubc1c\uc804\ud588\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc131\uacfc\uc640 \ube0c\ub79c\ub4dc \uc778\uc9c0\ub3c4\ub97c \uacb0\ud569\ud558\uba74, \uc5b4\ud37c \ud37c\ub110\uc5d0\uc11c \ub85c\uc6b0 \ud37c\ub110\uae4c\uc9c0 \uc804\uccb4 \uc18c\ube44\uc790 \uc5ec\uc815\uc5d0 \ub300\ud55c \ud1b5\ud569\ub41c \ubdf0\ub97c \ud655\ubcf4\ud560 \uc218 \uc788\uc73c\uba70, \uc624\ud508 \uc6f9 \uac80\uc0c9\uc744 \uac70\ub798\uc5d0 \uc5f0\uacb0\ud558\uace0 \uad11\uace0\uc5d0\uc11c \uc808\ub300\uc801\uc73c\ub85c \ud544\uc694\ud55c \ud3d0\uc1c4 \ub8e8\ud504 \ubc29\uc2dd\uc758 \uce21\uc815\ub3c4 \ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<p>\uc624\ud504\uc0ac\uc774\ud2b8\uc640 \uc628\uc0ac\uc774\ud2b8 \uc2a4\ud3f0\uc11c \ubc0f \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0 \uae30\ud68c\ub97c \ud1b5\ud569\ud558\uba74 \ub9e4\ucd9c\uc774 \ud06c\uac8c \uc99d\uac00\ud558\ub294 \uac83\uc73c\ub85c \uc785\uc99d\ub418\uc5c8\uc2b5\ub2c8\ub2e4. \ud06c\ub9ac\ud14c\uc624\uac00 1,000\uba85\uc758 \uae00\ub85c\ubc8c \ub9c8\ucf00\ud305 \ub9ac\ub354\uc758 \uc778\uc0ac\uc774\ud2b8\ub97c \ubc14\ud0d5\uc73c\ub85c \ucd5c\uadfc\uc5d0 \ubc1c\ud45c\ud55c &#8220;<a href=\"https:\/\/go.criteo.com\/kr\/the-great-defrag\/\">\uc704\ub300\ud55c \ub514\ud504\ub798\uadf8: 2024\ub144\uc5d0 \ucee4\uba38\uc2a4 \ubbf8\ub514\uc5b4\uac00 \uc5b4\ub5bb\uac8c \uad11\uace0 \uc5c5\uacc4\ub97c \ud1b5\ud569\ud560\uae4c\uc694?<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-20313 size-full\" src=\"https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2024\/04\/24-Defrag-Report-2-9-24_KO_RE-2.png\" alt=\"\" width=\"460\" height=\"338\" srcset=\"https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2024\/04\/24-Defrag-Report-2-9-24_KO_RE-2.png 460w, https:\/\/www.criteo.com\/kr\/wp-content\/uploads\/sites\/7\/2024\/04\/24-Defrag-Report-2-9-24_KO_RE-2-300x220.png 300w\" sizes=\"auto, (max-width: 460px) 100vw, 460px\" \/><\/p>\n<h2><strong>\ube0c\ub79c\ub4dc\ub97c \uc704\ud55c \uae30\ud68c \ubc1c\ud604<\/strong><\/h2>\n<p>2024\ub144\uc5d0\ub294 \uc804 \uc138\uacc4\uc801\uc73c\ub85c \ub69c\ub837\ud55c \ucd94\uc138\uac00 \ub098\ud0c0\ub098\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\uc758 67%\uac00 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc5d0 \ub300\ud55c \ud22c\uc790\ub97c 2023\ub144\ubcf4\ub2e4 \ub298\ub9b4 \uacc4\ud68d\uc785\ub2c8\ub2e4. \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uac00 \uc9c0\uc18d\uc801\uc73c\ub85c \uacb0\uacfc\ub97c \uc81c\uacf5\ud55c\ub2e4\ub294 \uc810\uc744 \uace0\ub824\ud558\uba74 \uc774\ub7ec\ud55c \uc99d\uac00 \ucd94\uc138\ub294 \ub180\ub77c\uc6b4 \uc77c\uc774 \uc544\ub2d9\ub2c8\ub2e4. \ube0c\ub79c\ub4dc\uc5d0\uac8c \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub294 \uc5c5\uacc4\uac00 \uac70\uc758 20\ub144 \ub3d9\uc548 \uc6d0\ud574 \uc628 \uc790\uc0b0, \uc989 \ud2b9\uc815 \uc720\ud1b5\uc0ac\uc5d0\uc11c \uc790\uc0ac \uc0c1\ud488\uc774 \uc5b4\ub5bb\uac8c \ud310\ub9e4\ub418\ub294\uc9c0\uc5d0 \ub300\ud55c \uc2e4\uc2dc\uac04 \ub370\uc774\ud130\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc9c4\uc815\ud55c \uaddc\ubaa8\ub97c \ub2ec\uc131\ud558\ub824\uba74, \ube0c\ub79c\ub4dc\ub294 \uc5ec\ub7ec \uc720\ud1b5\uc0ac\uc5d0 \uac78\uccd0 \uc0c1\ud488\uc758 \ub3c4\ub2ec \ubc94\uc704\ub97c \ud655\uc7a5\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>\ube0c\ub79c\ub4dc\uac00 \uc774\ub7ec\ud55c \ub300\uaddc\ubaa8 \uc0ac\uace0\ubc29\uc2dd\uc5d0 \ucd08\uc810\uc744 \ub9de\ucd9c \ub54c \uc6b0\uc120\uc801\uc73c\ub85c \uace0\ub824\ud574\uc57c \ud558\ub294 \uc138 \uac00\uc9c0 \uc9c0\ud45c\uac00 \uc788\uc2b5\ub2c8\ub2e4:<br \/>\n1. \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ucc44\ub110 ROAS: \ub2e4\ub978 \ub514\uc9c0\ud138 \ucc44\ub110 \ubc0f TV\uc640 \ube44\uad50\ud574 \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\uc758 \uc131\uacfc\ub97c \ubca4\uce58\ub9c8\ud0b9\ud558\ub294 \ub370 \ud544\uc694\ud569\ub2c8\ub2e4.<br \/>\n2. \uc99d\ubd84\uc131: \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4 \ud65c\ub3d9\uc73c\ub85c \uc778\ud574 \uc57c\uae30\ub418\ub294 \ucd94\uac00\uc801\uc778 \uc628\uc0ac\uc774\ud2b8 \ubc0f \uc624\ud504\uc0ac\uc774\ud2b8 \ud310\ub9e4\uac74\uc218\ub97c \uc54c\uc544\uc57c \ud569\ub2c8\ub2e4.<br \/>\n3. \uc218\uc775 \ucd5c\uc801\ud654: \uac00\uc7a5 \uc218\uc775\uc131\uc774 \ub192\uc740 SKU\ub97c \uc2dd\ubcc4\ud558\uace0 \uc774\ub7ec\ud55c \uc0c1\ud488\uc744 \ud64d\ubcf4\ud560 \uc218 \uc788\ub3c4\ub85d \ub514\uc2a4\ud50c\ub808\uc774, \uc624\ud504\uc0ac\uc774\ud2b8 \uac19\uc740 \ub2e4\uc591\ud55c \ud3ec\ub9f7\uacfc \ucc44\ub110\uc744 \ud65c\uc6a9\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n<p>\uc774\ub7ec\ud55c \ub370\uc774\ud130 \uae30\ubc18 \uc811\uadfc \ubc29\uc2dd\uc740 \ubbfc\ucca9\ud55c \ucd5c\uc801\ud654\ub97c \uac00\ub2a5\ud558\uac8c \ud569\ub2c8\ub2e4. \uadf8\ub9ac\uace0 \ud480-\ud37c\ub110 \ud3ec\ub9f7\uc744 \uc0ac\uc6a9\ud574 \uc5ec\ub7ec \uc720\ud1b5\uc0ac\uc5d0\uc11c \ub9ac\ud14c\uc77c \ubbf8\ub514\uc5b4\ub97c \ub110\ub9ac \ud65c\uc6a9\ud560 \uc218 \uc788\uac8c \ud574\uc8fc\ub294 \ucee4\uba38\uc2a4 \ub9e5\uc2a4 \uac19\uc740 DSP\ub97c \ud65c\uc6a9\ud55c\ub2e4\uba74, \ube0c\ub79c\ub4dc\ub294 \ub354 \ube60\ub974\uac8c \ucea0\ud398\uc778\uc744 \ud655\uc7a5\ud558\uace0 \uc131\uacfc\ub97c \ub192\uc77c \uc218 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n<h2><strong>\uc720\ud1b5\uc0ac\uc758 \uaddc\ubaa8 \ud655\uc7a5 \ubc29\ubc95<\/strong><\/h2>\n<p>\uc720\ud1b5\uc0ac\uc758 \ud575\uc2ec \ub3d9\uc778\uc740 \ube0c\ub79c\ub4dc\ub85c\ubd80\ud130 1,000\uc5b5 \ub2ec\ub7ec\uc758 \ubbf8\ub514\uc5b4 \uc9c0\ucd9c\uc774 \uc720\uc785\ub418\ub294 \ub370 \uc788\uc2b5\ub2c8\ub2e4. \uadf8\ub7ec\ub098 \uc774\ub7ec\ud55c \uae30\ud68c\ub97c \uc7a1\uc744 \uc218 \uc788\ub294\uc9c0\ub294 \uc720\ud1b5\uc0ac\uac00 \uc5b4\ub5bb\uac8c \uc608\uc0b0\uc744 \uc804\ub7b5\uc801\uc73c\ub85c \uc0ac\uc6a9\ud574 \uc804\ubc18\uc801\uc778 \uc18c\ube44\uc790 \uacbd\ud5d8\uc744 \ud5a5\uc0c1\uc2dc\ud0a4\ub290\ub0d0\uc5d0 \ub2ec\ub824 \uc788\uc2b5\ub2c8\ub2e4. \uc720\ud1b5\uc0ac\ub294 \uc6b0\uc218\ud55c \uc0c1\ud488 \ud655\ubcf4, \uc2e0\uc18d\ud55c \ubc30\uc1a1 \ub610\ub294 \uace0\uac1d\uc5d0\uac8c \ud61c\ud0dd\uc744 \uc8fc\ub294 \uae30\ud0c0 \uc218\ub2e8\uc744 \ud1b5\ud574 \uad00\ud589\uc744 \ud601\uc2e0\ud560 \uc218 \uc788\uc2b5\ub2c8\ub2e4. \uac01 \uc720\ud1b5\uc0ac\ub294 \uace0\uc720\ud55c \ub370\uc774\ud130, \ub85c\uc5f4\ud2f0 \ud504\ub85c\uadf8\ub7a8, \uae30\uc874 \uc628\uc0ac\uc774\ud2b8 \ubbf8\ub514\uc5b4 \ubc0f \uce21\uc815 \uae30\ub2a5\uacfc \uac19\uc740 \uc11c\ub85c \ub2e4\ub978 \uc790\uc0b0\uc744 \ubcf4\uc720\ud55c \uace0\uc720\ud55c \uc131\uc219\ub3c4 \ub2e8\uacc4\ub97c \uac00\uc9d1\ub2c8\ub2e4.<\/p>\n<blockquote class=\"blockquote\">\n<h2>&#8220;\uc628\uc0ac\uc774\ud2b8 \ubc0f \uc624\ud504\uc0ac\uc774\ud2b8 \uad11\uace0\uc5d0 \ub178\ucd9c\ub41c \uc1fc\ud551\uac1d\uc740 \uc2a4\ud3f0\uc11c \uad11\uace0\ub9cc \uc811\ud558\ub294 \uad6c\ub9e4\uc790\ubcf4\ub2e4 \ub9ac\ud14c\uc77c\ub7ec \uc0ac\uc774\ud2b8\uc5d0\uc11c \uc804\ud658\ud560 \ud655\ub960\uc774 5\ubc30\ub098 \ub192\uc2b5\ub2c8\ub2e4.&#8221;<\/h2>\n<\/blockquote>\n<p>\uc131\uc7a5\uc744 \ucd09\uc9c4\ud558\uae30 \uc704\ud574 \uc720\ud1b5\uc0ac\ub294 \uc2a4\uc2a4\ub85c\uc5d0\uac8c \u201c\uc6b0\ub9ac\ub294 \uc8fc\ub85c \uc720\ud1b5\uc0ac\uc778\uac00, \uc544\ub2c8\uba74 \ubbf8\ub514\uc5b4 \uae30\uc5c5\uc778\uac00?\u201d\ud558\ub294 \uadfc\ubcf8\uc801\uc778 \uc9c8\ubb38\uc744 \ud574\ubd10\uc57c \ud569\ub2c8\ub2e4.\u00a0 \ubbf8\ub514\uc5b4 \uae30\uc5c5\uc758 \uc811\uadfc \ubc29\uc2dd\uc740 \uc720\ud1b5\uc0ac\uc758 \uc811\uadfc \ubc29\uc2dd\uacfc\ub294 \ud06c\uac8c \ub2e4\ub974\uae30 \ub54c\ubb38\uc5d0, \uc774\ub7ec\ud55c \uad6c\ubcc4\uc740 \uae30\ud68c\ub97c \ubc1c\ud604\ud558\ub294 \uacfc\uc815\uc5d0\uc11c \uc911\ucd94\uc801\uc778 \uc5ed\ud560\uc744 \ud569\ub2c8\ub2e4. \uc8fc\ub41c \ucd08\uc810\uc740 \ud56d\uc0c1 \uc18c\ube44\uc790\uc640 \uc18c\ud1b5\ud558\uace0 \ubbf8\ub514\uc5b4\ub97c \ud65c\uc6a9\ud558\uc5ec \ubaa8\ub4e0 \uc811\uc810\uc744 \ud5a5\uc0c1\uc2dc\ud0a4\ub294 \uac83\uc774\uc5b4\uc57c \ud569\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc804\ub7b5\uc801 \uc811\uadfc \ubc29\uc2dd\uc740 \uad81\uadf9\uc801\uc73c\ub85c \uac80\uc0c9 \uc99d\uac00, \uad6c\ub9e4 \uc99d\uac00, \uc6d0\ud558\ub294 \uacb0\uacfc(\uc720\ud1b5\uc0ac\uc758 \uce21\uba74\uc5d0\uc11c\ub294 \uac70\ub798 \uc99d\uac00\uc640 \uc131\uc7a5)\ub85c \uc5f0\uacb0\ub429\ub2c8\ub2e4.<\/p>\n<h2><strong>\uac04\uc18c\ud654\ub41c \uacbd\ub85c\ub85c 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