Ngokusho kocwaningo olwenziwe yi-IAB Brazil ngokubambisana neKantar Ibope Media, imakethe kazwelonke itshale imali engu-R$ 16.4 billion ekukhangiseni kwedijithali ezinyangeni eziyisithupha zokuqala zika-2024 kuphela. Ngaphakathi kwalokhu kuhamba kwemakethe, kungenzeka ukuhlonza amasu ayinhloko alo mkhakha namuhla nokubikezela izitayela ezingaba khona okufanele ziqale ukusebenza engxenyeni yesibili yonyaka nasekuqaleni kuka-2025. Lokhu kunjalo ngokukhangisa okungokomongo.
Ngokusho kukaBruno Almeida, i-CEO ye -US Media, isikhungo esiphambili sezixazululo zemidiya eLatin America, le ndlela izoguqula ikusasa lale ngxenye. “Njengoba i-Google iqhubekela phambili ekuvimbeleni amakhukhi okulandelela avela eceleni ku-Chrome, izinkampani zidinga ukuthola izindlela zokuqhubeka nokunikeza izikhangiso ezifanele ngaphandle kokufinyelela idatha eqoqwe kumawebhusayithi angaphandle kwesizinda sazo. Ukukhangisa okuphathelene nomongo yikona okuyinhloko, njengoba kuvula isikhala samafomethi amasha namathuba,” usho kanje.
Kusebenza kanjani ukukhangisa okuphathelene nomongo?
Amakhukhi ulwazi lomuntu siqu oluqoqwe ngesikhathi sokuvakasha kwewebhusayithi futhi lwabelwane nezinye izinkampani, okuvumela ukukhangisa okwenziwe ngokwezifiso. Kodwa-ke, eminyakeni emine edlule, ingxoxo mayelana nokuvimba lolu lwazi iye yanda ngenxa yezingozi ezibangelwa ubumfihlo bomsebenzisi kanye nemithethonqubo ekhulayo ephathelene nalesi sihloko, okuholele izinkampani eziningi ukuba ziyeke le ndlela.
Ngakolunye uhlangothi, ngentuthuko ku-Artificial Intelligence (AI), ukukhangisa okuphathelene nokuqukethwe kuye kwaba nempumelelo enkulu. Ngalobu buchwepheshe, ikhambi alihlaziyi nje kuphela okuqukethwe kombhalo wekhasi umsebenzisi alivakashelayo, kodwa futhi lihlaziya nezici eziphathelene nokuqukethwe njengendawo kanye nezimo zezulu. Lokhu kuvumela ukudalwa kwamaphrofayili aqinile nangaziwa ukuze asetshenziswe ekuboniseni izikhangiso ezifanele, njengoba ebikezela izinhloso kanye nokuziphatha ngokunemba okuphezulu.
Ngokusho kuka-Almeida, lesi sakhiwo sizuzisa wonke umuntu ohilelekile. “Ngasohlangothini lwabakhangisi, kuyindlela yokwandisa amazinga okuchofoza nokuguqulwa, ngenkathi kuhlonishwa imithetho efana ne-General Data Protection Regulation (GDPR) kanye ne-California Consumer Privacy Act (CCPA). Ngasohlangothini lomthengi, ukwethembana kwemikhiqizo ehlonipha ubumfihlo bayo kuyaqiniswa, futhi ulwazi lwabo luyathuthukiswa ngokuthola izikhangiso ezingaphazamisi kakhulu ezihambisana kakhulu nezintshisekelo zabo,” kuchaza yena.
Izicelo ezingaba khona zokukhangisa okunemibandela emakethe:Njengamanje, izinkampani eziningi sezivele zibonisa amandla amakhulu okusebenzisa ukukhangisa okunemibandela emasu azo ebhizinisi. I-CEO ye-US Media icaphuna i-Tinder, ipulatifomu yokuqomisana esekelwe endaweni, kanye ne-Fandom, umphakathi wabalandeli onikeza izihloko, iziqondiso, kanye nezinkundla mayelana nama-movie, uchungechunge, nemidlalo, njengezibonelo.
Esimweni sokuqala, umphathi uveza ukuthi uhlelo lokusebenza lungaqoqa idatha kuzintandokazi zephrofayela yabasebenzisi ukuze kuboniswe okuqukethwe okuqondiwe. "Isibonelo, uma umuntu ebonisa intshisekelo emisebenzini yangaphandle noma ekhuluma ngezemidlalo ku-bio yakhe, angathola izikhangiso zezingubo zemidlalo, imishini yokukhempa, noma imicimbi yokufaneleka," uphawula.
Ngokuphathelene neFandom, u-Almeida uphakamisa ukufaka izikhangiso zomdabu njengenye indlela, ezihlangana kalula nomklamo wepulatifomu nokuqukethwe kwayo. "Sikhuluma ngezihloko ezixhasiwe ezixoxa ngezici ezingemuva kwefilimu noma izingxoxo ezikhethekile nabadlali, kuyilapho ngesikhathi esifanayo zikhuthaza ukuthengwa kwamathikithi noma ukubhalisela isevisi yokusakaza," uphetha.
