{"id":89960,"date":"2026-01-07T17:47:13","date_gmt":"2026-01-07T20:47:13","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=89960"},"modified":"2026-01-07T17:47:13","modified_gmt":"2026-01-07T20:47:13","slug":"midia-retail-off-site","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/tr\/midia-retail-off-site\/","title":{"rendered":"Medya Perakende Tesis D\u0131\u015f\u0131"},"content":{"rendered":"

Medya Perakende Tesis D\u0131\u015f\u0131<\/strong> (veya Tesis D\u0131\u015f\u0131 Perakende Medya<\/em>) perakendecilerin kendi web siteleri veya uygulamalar\u0131 d\u0131\u015f\u0131nda \u00fc\u00e7\u00fcnc\u00fc taraf kanallar\u0131ndaki reklamlar\u0131 hedeflemek ve g\u00f6r\u00fcnt\u00fclemek i\u00e7in kendi \u00f6zel verilerini (birinci taraf verileri) kulland\u0131klar\u0131 reklam stratejisidir.<\/p>\n\n\n\n

Farkl\u0131 Yerinde<\/em> (perakendecinin \u00e7evrimi\u00e7i ma\u011fazas\u0131ndaki reklamlar) ve Ma\u011fazada<\/em> (ma\u011faza i\u00e7i reklamlar), Site d\u0131\u015f\u0131, do\u011fru mesaj da\u011f\u0131t\u0131m\u0131n\u0131 sa\u011flamak i\u00e7in perakende sat\u0131n alma ge\u00e7mi\u015fini kullanarak t\u00fcketiciyi e\u011flence yolculu\u011funda ve genel gezinmede arar.<\/p>\n\n\n\n

Nas\u0131l \u00c7al\u0131\u015f\u0131r<\/h3>\n\n\n\n

Perakendeci bir kitle sa\u011flay\u0131c\u0131s\u0131 olarak hareket eder.M\u00fc\u015fteri verilerinizi (kim neyi, ne s\u0131kl\u0131kta sat\u0131n al\u0131r) anonimle\u015ftirir ve medya sat\u0131n alma platformlar\u0131na (DSP'ler) veya Temiz Odalar Verileri<\/em>. bu, bir markan\u0131n (\u00f6rne\u011fin, bir bebek bezi \u00fcreticisi), \u00f6zellikle son 30 g\u00fcn i\u00e7inde o perakendecinin a\u011f\u0131ndan bebek \u00fcr\u00fcnleri sat\u0131n alan ki\u015fileri hedef alarak, harici kanallarda reklam envanteri sat\u0131n almas\u0131na olanak tan\u0131r.<\/p>\n\n\n\n

Ana Ara\u00e7 Kanallar\u0131<\/h3>\n\n\n\n

Tesis D\u0131\u015f\u0131'n\u0131n en b\u00fcy\u00fck devrimi, y\u00fcksek g\u00f6rsel etki kanallar\u0131 i\u00e7in envanterin geni\u015fletilmesidir:<\/p>\n\n\n\n

    \n
  1. CTV (Ba\u011flant\u0131l\u0131 TV):<\/strong> Yay\u0131n hizmetlerinde (Netflix, Globoplay, YouTube gibi) veya Ak\u0131ll\u0131 TV aray\u00fczlerinde g\u00f6r\u00fcnen, yaln\u0131zca ki\u015finin izledi\u011fi \u015fey de\u011fil, ger\u00e7ek sat\u0131n alma davran\u0131\u015f\u0131n\u0131n hedefledi\u011fi reklamlar.<\/li>\n\n\n\n
  2. DOOH (Dijital Ev D\u0131\u015f\u0131):<\/strong> Dijital reklam panolar\u0131, asans\u00f6rlerde veya otob\u00fcs duraklar\u0131nda ekranlar Teknoloji, reklamlar\u0131 yaln\u0131zca perakendeci taraf\u0131ndan haritalanan kitle profilinin y\u00fcksek konsantrasyonunun oldu\u011fu zamanlarda veya yerlerde g\u00f6r\u00fcnt\u00fclemenizi sa\u011flar.<\/li>\n\n\n\n
  3. Web'i ve Sosyal'i a\u00e7\u0131n:<\/strong> Perakende verilerine dayal\u0131 olarak haber sitelerinde, bloglarda ve sosyal a\u011flarda (Meta, TikTok) afi\u015fler.<\/li>\n<\/ol>\n\n\n\n

    B\u00fcy\u00fck Diferansiyel: \u201cD\u00f6ng\u00fc Kapal\u0131\u201d At\u0131f\u0131n\u0131n\u201d<\/h3>\n\n\n\n

    Perakende Medya Off-site'\u0131n geleneksel programatik medyaya g\u00f6re temel avantaj\u0131 \u00f6l\u00e7\u00fcmd\u00fcr.Perakendeci i\u015flem verilerini tuttu\u011fundan, ilk ipucunu (kullan\u0131c\u0131 reklam\u0131 TV'de g\u00f6rd\u00fc) u\u00e7 ipucuna (kullan\u0131c\u0131 \u00fcr\u00fcn\u00fc web sitesinden veya g\u00fcnler sonra fiziksel ma\u011fazadan sat\u0131n ald\u0131) ba\u011flamay\u0131 ba\u015far\u0131r. Buna denir Kapal\u0131 D\u00f6ng\u00fc Atamas\u0131<\/strong> (Kapal\u0131 D\u00f6ng\u00fc At\u0131f<\/em>).<\/p>\n\n\n\n

    Pratik \u00d6rnek<\/h3>\n\n\n\n

    Bir eczane a\u011f\u0131 hayal edin.<\/p>\n\n\n\n

      \n
    • Verilen:<\/strong> Eczane, M\u00fc\u015fteri X'in her Aral\u0131k ay\u0131nda g\u00fcne\u015f kremi sat\u0131n ald\u0131\u011f\u0131n\u0131 biliyor.<\/li>\n\n\n\n
    • Tesis D\u0131\u015f\u0131 Eylem:<\/strong> Kas\u0131m ay\u0131nda eczane, YouTube'da (CTV) bir video izlerken veya Instagram'da gezinirken M\u00fc\u015fteri X'e yeni bir g\u00fcne\u015f kremi markas\u0131 i\u00e7in reklam g\u00f6r\u00fcnt\u00fclemek i\u00e7in bu verileri kullan\u0131yor.<\/li>\n\n\n\n
    • Sonu\u00e7:<\/strong> X m\u00fc\u015fterisi eczaneye gider ve \u00fcr\u00fcn\u00fc sat\u0131n al\u0131r. A\u011f, reklamveren markas\u0131na bu sat\u0131\u015f\u0131n YouTube'daki reklamdan etkilendi\u011fini do\u011frulayabilir.<\/li>\n<\/ul>\n\n\n\n

      Neden trend?<\/h3>\n\n\n\n

      \u00dc\u00e7\u00fcnc\u00fc taraf \u00e7erezlerinin ve gizlilik k\u0131s\u0131tlamalar\u0131n\u0131n sona ermesiyle birlikte perakende verileri (ger\u00e7ek sat\u0131n al\u0131mlara ve oturum a\u00e7m\u0131\u015f kay\u0131tlara dayal\u0131 olarak), sat\u0131\u015f ortam\u0131 d\u0131\u015f\u0131nda hedef kitle segmentasyonuna g\u00fcvenli ve etkili bir alternatif sunan dijital reklamc\u0131l\u0131\u011f\u0131n \u201courosu\u201d haline geldi.<\/p>\n\n\n\n

      \u0130lgili Terimler<\/h3>\n\n\n\n
        \n
      • Perakende Medya A\u011f\u0131 (NMR)<\/em><\/li>\n\n\n\n
      • Birinci Taraf Verileri<\/em><\/li>\n\n\n\n
      • Programl\u0131<\/em><\/li>\n\n\n\n
      • Kapal\u0131 D\u00f6ng\u00fc \u00d6l\u00e7\u00fcm\u00fc<\/em><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

        M\u00eddia Retail Off-site (ou Off-site Retail Media) \u00e9 a estrat\u00e9gia publicit\u00e1ria em que varejistas utilizam seus dados propriet\u00e1rios (first-party data) para segmentar e exibir an\u00fancios em canais de terceiros, fora de seus pr\u00f3prios sites ou aplicativos. Diferente do On-site (an\u00fancios dentro da loja virtual do varejista) e do In-store (an\u00fancios na loja f\u00edsica), o Off-site […]<\/p>\n","protected":false},"author":1,"featured_media":10804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,41,37],"tags":[47,43,57,48],"class_list":{"0":"post-89960","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-glossario","9":"category-tendencias","10":"tag-artigos","11":"tag-e-commerce","12":"tag-glossario","13":"tag-tendencias"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/posts\/89960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/comments?post=89960"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/posts\/89960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/media\/10804"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/media?parent=89960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/categories?post=89960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/tr\/wp-json\/wp\/v2\/tags?post=89960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}