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侨㶶䎛デ欽露霒Ⱙ 2024晜 MMA蠒Ꝉ䪮助㨼プ⠔✳ꨪ✳㔋䎃 2024䎃晜綘䱗⽀⡙註鵄⚥㕂ծ䝐僒猰䪮 Topic headline goes here 01㛇炄蠒Ꝉ嚋䙁 蠒Ꝉ䪮助|MarTech 䎛デ䪮助|AdTech 岌䭷蠒Ꝉ务⢪欽ⵌ涸ぐ猫IT䪮助⺫䭍侨研鍘挿ㄤⰻ㺂湱Ⱒկ ㅷ晥ⵄ欽侨㶶㯮➝鵳遤㹊傞䎛デ䫏佞胜た涸䪮助⺫䭍✫DSPDMPADXSSP瘝䪮助կ 侨㶶⻊鲮㘗|Digital Transformation ⵸Ꝇ騟|Pre-click Chain ⵄ欽侨㶶䪮助⴯䒊䧴佖鵳梡剣涸⚌⸉崨玐ծ⟱⚌俒⻊ㄤ㹐䨪⡤낉⟄忘駈♶倗」⻊涸⚌⸉ㄤ䋑㖞꨽宠涸鵂玐蠒Ꝉ䪮助僽侨㶶⻊鲮㘗涸♧鿈ⴔկ 岌䭷「⠍㖈挿ⴁ䎛デ⵸䱹「䎛デ⥌䜂涸䨾剣遤⚹梠蒜կ たꝆ騟|Post-click Chain 䎛デ⚺|Advertiser 岌䭷「⠍㖈挿ⴁ䎛デた鵳Ⰶ衅㖑곜/Ꝉ㈒곜꬗た涸䨾剣遤⚹梠蒜կ ⚹䲀Ꝉ㉁ㅷծ䲿⣘剪⸉䧴䲀䎛嚋䙁罜〄䋒䎛デ⥌䜂涸䋑㖞⚺⡤⛲鄄獦⚹歌倰ㅷ晥⚺瘝կ 䎛デ去椚㉁|Agency 㯮➝崨ꆀ⚺|Media 䱹「䎛デ⚺㨼䩯䌐⸔䎛デ⚺模䧭䎛デ䫏佞涸去椚劼匬կ ㅷ晥鸑鵂䎛デ涸䕎䒭ぢ「⠍⠛乄⥌䜂涸庈麤կ 㹐䨪⡤낉|CX, Customer Experience 㹐䨪假玐|CJ, Customer Journey ⚹✫雮「⠍剣刿㥩涸㹐䨪假玐CustomerJourneyㅷ晥唙椚鍘挿ⰻ㺂Ꝉ㈒剪⸉瘝餴彂⟄欽䨪⚹务䗱䕎䧭刿㥩涸餴彂絆ざ倰䒭կ 嶊餩罏ꅷ餝Ɀ瘻Ꝇ务「ⵌ䎛デ⚺䕧ㆇ涸蒜挿կ 欽䨪⡤낉|UX, User Experience 鍘挿|Touch Point 㹐䨪⡤낉涸♧⚡梠蒜䭷涸僽䎛デ⚺㖈荈剣䎂〵APPծ㸽緸ㄤ䗎⥌Ⱆ⠍〿♳♸嶊餩罏涸匹⸓կ 嶊餩罏〳⟄♸⟱⚌鵳遤❜匹涸⟣⡦倰䒭կ 湡叻「⠍|Target Audience 湡叻㹐䨪蠒Ꝉ|ABM, Account BaseMarketing 䎛デ⚺䫏佞䎛デ䋞劅鍘鴪䎇❡欰䕧ㆇ涸「⠍纈⡤կ 聊研椚䟝涸㹐䨪暵䖄勻烁㹁礵ⲥ涸㹐䨪ぜ⽀䎇鸑鵂♧❈⚡䚍⻊涸ⰻ㺂鍘鴪湡叻㹐䨪鵳罜䲀⸓㹐䨪涸餝✈假玐 DTC/D2C|Direct to Consumer 雩濼ˊⰣ馰ˊ餝✈ˊ䘞霟|AIPL,Awareness-Interest–Purchase-Loyalty ♧猫蠒Ꝉ倰䒭䭷ㅷ晥♶鸑鵂ꨪ㈒㉁ծ䪠〄㉁䧴⟣⡦Ⱖ➭务ꢂ㉁湬䱹㼆「⠍鵳遤蠒ꝈㄤꝈ㈒կ ⚺銳欽✵歏㉁䎂〵涸欽䨪欰ㄐワ劍盗椚倰岁䭷欽䨪➢ㅷ晥雩濼ⵌ剒絊鲮⻊絑⾎鵂涸㔋⚡꣌媯雩濼(awareness)ծⰣ馰interestծ餝✈purchaseㄤ䘞霟loyaltyկ 侨䰘餴❡盗椚|DAM, Data AssetManagement 錞够ծ䱽ⵖㄤ䲿⣘侨研⿺⥌䜂餴❡涸♧絆⚌⸉翟腊⺫䭍䒓〄ծ䪄遤ㄤ港漛剣Ⱒ侨研涸雦够ծ筛瘻ծ倰呩ծ고湡ծ崨玐ծ倰岁ㄤ玐䎸➢罜䱽ⵖծ⥂䫡ծ❜➰ㄤ䲿넞侨研餴❡涸⟟⧩կ Ꝉ㈒怩修|Sales Funnel 䒊用㖈蠒ꝈㄤꝈ㈒⛓ꢂ涸鵂玐罌呍⡤禹⟄㹐䨪侨研ㄤ䱹鍘⚹ⴀ〄挿剒絊Ꝉ㈒⚹絊挿㖈♶ず遤⚌ㄤ蠒Ꝉ垷䒭务霃用务ꢂ涸邂ꆀ䭷叻կ Ⱆ㚖崨ꆀ|Public Traffic 猙㚖崨ꆀ|Private Traffic Ⱆ㚖崨ꆀ⛲〭䎂〵崨ꆀ䭷䎂〵倰⚹ㅷ晥㉁㹻䲿⣘涸➰餩崨ꆀկ 猙㚖崨ꆀ䭷⟱⚌ㅷ晥荈剣涸ծ〳䒓㾝⚡䚍⻊鵘蠒涸欽䨪餴❡կ AARRR垷㘗|AARRR Model ⚺銳欽✵匹翫緸䎂〵涸欽䨪欰ㄐワ劍盗椚倰岁雿⺫䭍✫Acquisition蜦》ծActivation慨崞ծRetention殆㶸ծRevenue佐ⰆծReferral荈⠛乄❀⚡♶ず꣌媯կ 02 蠒Ꝉ侨䰘盗椚 䱇勉盗椚䎂〵|CMP, ConsentManagement Platform 蠒Ꝉ侨䰘务〵|MDP, MarketingData Platform 㹊梡蠒Ꝉ㖞兞涸侨研务〵⺫䭍✫DMPCDPDataLake瘝㢴猫垷䒭կ 䱇勉盗椚䎂〵CMP僽⢪緸畀ծAPP黽䗄GDPR䧴Ⱖ➭侨研ꥧ猙岁䖒岁錞涸䊨ⰨⰨ⡤涸䊨⡲⺫䭍䲿爙欽䨪ず䠑ծ佐꧋ㄤ盗椚⥌䜂䎇㼜侨研⠛鷻絛♴康涸䎛デざ⡲名⠶կ 侨䰘盗椚䎂〵|DMP, Data ManagementPlatform 㹐䨪侨䰘䎂〵|CDP, Customer DataPlatform 蠒Ꝉ侨研务〵涸♧猫⚺銳欽✵侨㶶䎛デ涸䫏佞㶸⪰涸僽侨㶶侨研⚹⚺կ 蠒Ꝉ侨研务〵涸♧猫⚺銳欽✵ㅷ晥荈剣欽䨪盗椚㶸⪰涸僽⚡➃魧⼝⥌䜂侨研⚹⚺կ ㉁⚌兰腊|Business Intelligence 鸑鵂〳錠⻊䊨Ⱘㄤ侨研䮔䱡㼜嵳ꆀ侨研皍⻊䧭⚌⸉⣩〳靀䥡涸㕃邍կ 㹐䨪⡤낉盗椚䎂〵|CEM, CustomerExperience Management Platform 蠒Ꝉ侨研务〵♳㽻涸䎾欽䊨Ⱘ䖃䖃ㄤCDPꂁざ⢪欽⟄䲿⼮㹐䨪⡤낉⚹湡叻聊研㹐䨪假玐鵳遤⚡䚍⻊蠒Ꝉꂁ縨涸䊨Ⱘկ 侨䰘廩|Data Lake 㹁⡙僽⟱⚌⚌⸉㽻꬗涸侨研㣐꧋䋑⠔侮ざⰌⰖ぀ぐ猫侨研彂佅丒涸♶〫僽蠒Ꝉ㖞兞鵮⺫䭍⟱⚌⚡䚍⻊涸⚌⸉㖞兞䖃䖃歋⟱⚌涸剒넞㽻湬䱹곭㼋湡叻僽䌐⸔⟱⚌鵳遤侨㶶⻊鲮㘗կ歋✵㖈侨研㼆䱹ㄤ侨研㢅椚㽻꬗꨽銳㢅椚㣐ꆀ㹁ⵖ⻊侨研彂㔔姼匬䒊鵂玐䖃䖃⟄䎃⚹傞ꢂ⽀⡙կ 侨䰘❜僒䎂〵|Data ExchangePlatform 杝用涸痦♲倰侨研❜僒䎂〵ꤑ✫DMP㼆䱹䎛デ⚺➢侨研⣘䎾㉁䱹「侨研剪⸉涸〥㢪♧猫䕎䒭կ㖈痦♲倰涸侨研❜僒䎂〵♳侨研涸⣘倰⣘䎾㉁ㄤ꨽倰䎛デ⚺ⴔⵆ㼆侨研⸈㺙㖈侨研⼐ꂁ涸傞⦫偽岁溏ⵌ㼆倰侨研鼙⯝✫侨研⼐ꂁ傞㔔⚹中䎽鸣䧭涸侨研屧ꪪ꡼곿կ 侨䰘➩䎽|Data Warehouse 侨研➩䎽僽⚹⟱⚌䨾剣紩ⵆ涸Ɀ瘻ⵖ㹁鵂玐䲿⣘䨾剣碫㘗侨研佅䭯涸䧶殜꧋ざկ㸐僽⽀⚡侨研㶸⪰ⴀ✵ⴔ區䚍盟デㄤⱿ瘻佅䭯湡涸罜⴯䒊կ⚹꨽銳⚌⸉兰腊涸⟱⚌䲿⣘䭷㼋⚌⸉崨玐佖鵳ծ港錠傞ꢂծ䧭劥ծ餘ꆀ⟄⿺䱽ⵖկ侨研➩䎽劥魧䎇♶欰❡⟣⡦侨研ず傞荈魧⛲♶꨽銳嶊餩⟣⡦涸侨研侨研勻彂✵㢪鿈䎇⚂䒓佞絛㢪鿈䎾欽⢪欽կ 侨䰘务䗱|Data Hub ♧猫佅䭯侨研偽綟崨⸓ㄤ侨研屛椚涸卹匬垷䒭㸐鸑鵂鵶䱹侨研涸欰❡罏ㄤ侨研涸嶊餩罏勻㹊梡侨研Ⱏ❧կ 侨㶶䎛デ欽露霒Ⱙ2024晜 痦♧倰侨䰘|First Party Data, 1stParty Data 痦✳倰侨䰘|Second Party Data, 2ndParty Data ㅷ晥㖈荈剣䎂〵ㄤ崨玐务鸑鵂䪮助蜦》涸「⠍侨研䌢錞⺫䭍CRM侨研緸畀ⴔ區侨研APP侨研瘝կ ㅷ晥♶僽⣜ꬑ荈魧䪮助鵳遤佐꧋罜僽㨼䩯㢪鿈⚌⸉名⠶ծ䎂〵鵳遤ⴔ❧涸侨研⢾㥵ㅷ晥㖈䗎⥌♳匬䒊✫Ⱆ⠍〿➢艗雴鸑鵂API倰䒭蜦》涸Ⱆ⠍〿侨研կ 痦♲倰侨䰘|Third Party Data, 3rdParty Data 侨㶶侨䰘|Digital Data 㛇✵「⠍⥌䜂絊畮涸ꬋ㹊ぜ侨研⺫䭍✫歏腰兰腊䩛劼OTT瘝霃㢊♳佐꧋涸「⠍霋ⵆID遤⚹侨研瘝կ ㅷ晥➢㢪鿈侨研⣘䎾㉁鸑鵂ざ岁䩛媯蜦》䧴罏⢪欽涸侨研կ ⚡➃魧⼝⥌䜂侨䰘|PII, PersonalIdentity Information 䒓佞侨䰘|Open Data 匹翫緸♳㶸㖈涸Ⱆ䒓⚂⯝餩侨研ㅷ晥鸑鵂昭赈䊨Ⱘ蜦》⢾㥵㣔孞侨研倝ꢉ侨研瘝կ 「⠍涸⚡➃魧⼝侨研⺫䭍✫㨹ぜծ㖑㖧ծ歏霢ծ魧⼝霆〿ㄤ䩛劼〿瘝㶶媯鸑鵂鵯❈侨研腊霋ⵆⵌ嶊餩罏涸⚡➃կ Open ID|Open ID One ID|One ID OpenID僽䗎⥌欽䨪㖈Ⱆ⠍〿AppID♴涸㈔♧欽䨪叻霋AppID♶ずⴭ蜦》ⵌ涸OpenID㽠♶ず〳欽✵宕⛉叻雵♧⚡欽䨪կ ♧⚡魧⼝霋ⵆ,ꅷ꧋ぐ⚡㚖涸侨研鸑鵂㣐侨研䎂〵鵳遤㢴侨研彂涸叻ⲥ⻊ծ錞薴⻊ծ侨研翸ざ瘝㢅椚鸑鵂OneID⡤禹模䧭㹐䨪ծ庈麤ծ❡ㅷ瘝⚌⸉㼆韌霋ⵆ⿺侨研䩧鸑鍒Ɀ侨研㷐䀙䒊用䨾剣OneID㼆韌涸Ⱒ翫緸絞Ⱒ禹䕎䧭⟱⚌紩Ⱒ翫⡤禹㛇✵叻皊ծ緸絞Ⱒ禹ㄤ濼霋㕃靶㼆OneID㼆韌鵳遤絾ざ歘⫸欰䧭OneID歘⫸叻皊⸔⸂♳㽻䎾欽㖞兞䕎䧭⟱⚌紩鵘蠒錠㕃ծ鵘蠒崞⸓կ ꥧ猙雦皾|Privacy Computing ꥧ猙雦皾僽꬗ぢꥧ猙⥌䜂Ⰼ欰ㄐワ劍⥂䫡涸雦皾椚雿ㄤ倰岁Ⱘ⡤僽䭷㖈㢅椚錠곸ծ갉곸ծ㕃⫸ծ㕃䕎ծ俒㶶ծ侨⧩ծ岌㖈緸絞遤⚹⥌䜂崨瘝⥌䜂傞㼆䨾覆⿺涸ꥧ猙⥌䜂鵳遤䲽鶣ծ䏞ꆀծ霉⟟ㄤ〡輑ざ瘝乼⡲䕎䧭♧㤛痗〿⻊ծⰖ䒭⻊⚂Ⱘ剣ꆀ⻊霉⟟叻ⲥ涸ꥧ猙雦皾椚雿ծ皾岁⿺䎾欽䪮助佅䭯㢴禹絡輑ざ涸ꥧ猙⥌䜂䜂⥂䫡կ 翫齥㷖⛴|Federated Learning ♧猫倝Ⱓ涸➃䊨兰腊㛇炄䪮助Ⱖ霃雦湡叻僽㖈⥂ꥻ㣐侨研❜䰃傞涸⥌䜂㸝Ⰼծ⥂䫡絊畮侨研ㄤ⚡➃侨研ꥧ猙ծ⥂霆ざ岁ざ錞涸⵸䲿♴㖈㢴⿬♸倰䧴㢴雦皾絕挿⛓ꢂ䒓㾝넞佪桧涸劼㐼㷖⛴կ ⼢ぜ侨䰘|Anonymous Data ID盗椚|ID Management ꛏ㼆蠒Ꝉ鵂玐务佐꧋涸侨研鵳遤䪮助膴併㢅椚㖈♶屧ꪪ⚡➃魧⼝餴俱ㄤꥧ猙涸䞔ⲃ♴欽✵蠒Ꝉ湡涸涸侨研կ 鸑鵂嫦⚡庈麤鵶䱹㹐䨪侨研䎇㖈嫦⚡梠蒜慨崞鵯❈⥌䜂⢪⛓刿剣佪㖑⿬♸崞⸓涸蠒Ꝉ倰岁կ IMEI|IMEI Union ID|Union ID ㄤ䗎⥌䒓佞䎂〵䋣〿絓㹁涸絛杝用欽䨪ⴔꂁ涸㈔♧ID㼆ず♧⚡餖〿♴涸♶ず䎾欽UnionID僽湱ず涸կ 㕂꣢獴⸓霃㢊霋ⵆ瀦InternationalMobileEquipmentIdentity欽✵霋ⵆ嫦♧鿈杝用涸獴⸓鸑⥌霃㢊 㛇✵緸⽓涸㈔♧瀦|Mac# 㛇✵緸곜崹錢㐼涸嶊餩罏霋ⵆ瀦|Cookie ID 㛇✵緸⼦涸㈔♧瀦鸑鵂絁♴涸兰腊确ꛏㄤ鵳遤APPSDK港崵涸傞⦫鿪〳⟄蜦》կ告Apple霃㢊㖈iOS7晜劥⛓た㸝⼾㖈2019䎃4剢Ⱆ䋒涸10.0晜劥⛓た㾓誋✫䨾剣鸑鵂侨㶶䪮助蜦》Mac#涸倰岁կ 㛇✵緸곜崹錢㐼涸「⠍霋ⵆ瀦կ 薜卓䎛デ叻霋瀦|IDFA 霃㢊ID|Device ID 薜卓䎛デ叻霋瀦IdentifierForAdvertising,AppleⰖ぀⚹IOS獴⸓霃㢊䲿⣘涸欽✵鷅驶欽䨪涸䎛デ叻霋瀦կ 嶊餩罏獴⸓霃㢊䩛劼ㄤPad涸㈔♧ID⺫䭍✫㛇✵鸑雴垷㗌涸IMEIծApple霃㢊涸IDFAㄤ㸝⼾乼⡲禹絡霃㢊涸㸝⼾ID瘝կ 䒓佞⼢ぜ䎛デ叻霋痗|OAID 薜卓䎾欽䒓〄㉁叻霋瀦|IDFV 䎛デ叻霋痗OAID僽♧猫ꬋ宕⛉䚍霃㢊叻霋痗կ⢪欽OAID〳㖈⥂䫡欽䨪⚡➃侨研ꥧ猙㸝Ⰼ涸⵸䲿♴ぢ欽䨪䲿⣘⚡䚍⻊䎛デկ 薜卓䎾欽䒓〄㉁叻霋瀦IdentifierforVendor歋䒓〄罏ⴔꂁ絛䨾剣䎾欽涸去瀦䎇歋霪䒓〄罏㖈⡹涸霃㢊♳Ⱏ❧䨾剣䎾欽կ 嶊餩罏㕃靶|Identify Graph 㹻䏭䨪㕃靶|Household Graph IdentifyGraph(IDGraph)僽䭷㛇✵deterministic䧴罏probablistic倰岁䖤ⴀ涸♧⚡嶊餩罏涸騗絊畮霃㢊涸魧⼝霋ⵆկ HouseholdGraph(HHGraph)僽䭷㛇✵deterministic䧴罏probablistic倰岁䖤ⴀ涸♧⚡㹻䏭䨪涸騗絊畮霃㢊涸Ⱒ翫կ 嶊餩罏/㹐䨪歘⫸|Persona 侨䰘䬄》ծ鲮䰃ㄤ⸈鲿|ETL, Extraction-Transformation-Loading 鸑鵂侨研叻皊邍鴪㼆✵「⠍5W1H涸雩濼Who-When-Where-Why-What-How侨研叻皊⚺銳剣⚙碫㛇炄㾩䚍⺫䭍䎃륁䚍ⵆ㖑㚖瘝Ⱓ馰㾩䚍聊研嶊餩罏涸遤⚹侨研勻ⴼ倗鵛劍涸嶊餩罏Ⱓ馰挿ㄤ〳腊ꅷ餝㉁ㅷկ 薉俒Extract-Transform-Load涸綫