{"id":747,"date":"2021-04-11T04:12:29","date_gmt":"2021-04-11T04:12:29","guid":{"rendered":"https:\/\/selectednews.info\/cn\/inside-publicis%e4%b8%8ethe-trade-desk%e7%9a%84%e8%ba%ab%e4%bb%bd%e5%90%88%e4%bd%9c%e5%85%b3%e7%b3%bb%e9%9a%8f%e7%9d%80%e6%95%b0%e5%ad%97%e5%aa%92%e4%bd%93%e8%b5%b0%e5%90%91%e6%a0%b8\/"},"modified":"2021-04-11T04:12:33","modified_gmt":"2021-04-11T04:12:33","slug":"inside-publicis%e4%b8%8ethe-trade-desk%e7%9a%84%e8%ba%ab%e4%bb%bd%e5%90%88%e4%bd%9c%e5%85%b3%e7%b3%bb%e9%9a%8f%e7%9d%80%e6%95%b0%e5%ad%97%e5%aa%92%e4%bd%93%e8%b5%b0%e5%90%91%e6%a0%b8","status":"publish","type":"post","link":"https:\/\/selectednews.info\/cn\/inside-publicis%e4%b8%8ethe-trade-desk%e7%9a%84%e8%ba%ab%e4%bb%bd%e5%90%88%e4%bd%9c%e5%85%b3%e7%b3%bb%e9%9a%8f%e7%9d%80%e6%95%b0%e5%ad%97%e5%aa%92%e4%bd%93%e8%b5%b0%e5%90%91%e6%a0%b8\/","title":{"rendered":"Inside Publicis\u4e0eThe Trade Desk\u7684\u8eab\u4efd\u5408\u4f5c\u5173\u7cfb\u968f\u7740\u6570\u5b57\u5a92\u4f53\u8d70\u5411\u201c\u6838\u201d"},"content":{"rendered":"<p>\u9633\u72ee\u96c6\u56e2\u662f\u5168\u7403\u6700\u5927\u7684\u5e7f\u544a\u91c7\u8d2d\u5546\u4e4b\u4e00\uff0c\u662f\u7b2c\u4e00\u5bb6\u652f\u6301\u7edf\u4e00ID 2.0\u7684\u63a7\u80a1\u516c\u53f8\uff0c\u8fd9\u662f\u7531The Trade Desk\u5efa\u7acb\u7684\u8eab\u4efd\u89e3\u51b3\u65b9\u6848\uff0c\u7528\u4e8e\u4ece\u5373\u5c06\u6b7b\u53bb\u7684\u7b2c\u4e09\u65b9Cookie\u4e2d\u83b7\u53d6\u6536\u76ca\u3002 \u9f13\u4ece\u9633\u72ee\u7684\u6570\u636e\u90e8\u95e8Epsilon\u542c\u5230\u4e86\u5728\u201c\u6838\u6218\u4e89\u88ad\u51fb\u6570\u5b57\u5a92\u4f53\u4ef7\u503c\u94fe\u201d\u4e4b\u524d\u8fbe\u6210\u7684\u534f\u8bae\u3002\u4e24\u5e74\u524d\u9633\u72ee\u96c6\u56e2\u4ee540\u4ebf\u7f8e\u5143\u7684\u4ef7\u683c\u6536\u8d2d\u7684\u6570\u636e\u4e1a\u52a1\u57c3\u76ae\u5c14\u68ee\uff08Epilson\uff09\u4f7f\u5176\u8eab\u4efd\u8bc6\u522b\u5e73\u53f0CORE ID\u4e0eThe\u5468\u56db\u7684\u8d38\u6613\u67dc\u53f0\u3002 \u66ff\u4ee3\u7b2c\u4e09\u65b9Cookie\u7684\u652f\u6301\u8005\u8d8a\u6765\u8d8a\u591a\u3002  Xandr\uff0cLiveRamp\uff0cFuboTV\uff0c\u300a\u534e\u76db\u987f\u90ae\u62a5\u300b\uff0cOpenX\uff0cNeustar\uff0cMediavine\uff0cPubmatic\uff0cIndex Exchange\uff0cNielsen\uff0cCriteo\u548cSpot X\u90fd\u5728\u6b64\u699c\u4e0a\u6709\u540d\uff0c\u4f46\u9633\u72ee\u6807\u5fd7\u7740\u8fd9\u662f\u4e00\u5bb6\u63a7\u80a1\u516c\u53f8\u7684\u9996\u4e2a\u8fdb\u5165\u3002  Epsilon\u56fd\u9645\u4e1a\u52a1\u603b\u76d1Thibault Hennion\u8bf4\uff1a\u201c\u6211\u4eec\u62e5\u6709\u5176\u4ed6\u6570\u636e\u89e3\u51b3\u65b9\u6848\u7684\u65b9\u5f0f\u4e0e\u5176\u4ed6\u63a7\u80a1\u516c\u53f8\u4e0d\u540c [Epsilon]\u3002 \u6211\u4eec\u4e3a\u5408\u4f5c\u4f19\u4f34\u6dfb\u52a0\u4e86\u4e00\u4e9b\u4e1c\u897f\u3002 \u4ed6\u4eec\u6ca1\u6709\u81ea\u5df1\u7684\u6570\u636e\u56fe [so] \u6211\u4e0d\u77e5\u9053\u4ed6\u4eec\u80fd\u5e26\u6765\u4ec0\u4e48\u597d\u5904\u3002\u201d\u5728\u5e7f\u544a\u6280\u672f\u884c\u4e1a\u91cd\u5851\u81ea\u6211\u7684\u8fc7\u7a0b\u4e2d\uff0c\u9633\u72ee\u6709\u4e86\u6570\u5341\u79cd\u89e3\u51b3\u65b9\u6848\uff0c\u4ed6\u4eec\u6709\u4e86\u5408\u4f5c\u4f19\u4f34\u7684\u9009\u62e9\u3002  Hennion\u8bf4\uff1a\u201c The Trade Desk\u662fGoogle\u4e4b\u5916\u9886\u5148\u7684\u7f8e\u56fdDSP\u3002 \u5b83\u975e\u5e38\u64c5\u957f\u5efa\u7acb\u5ba2\u6237\u754c\u9762\uff0c\u4f46\u5176ID\u89e3\u51b3\u65b9\u6848\u57fa\u4e8e\u7535\u5b50\u90ae\u4ef6\uff0c\u800c\u5728\u6211\u4eec\u8fd9\u65b9\u9762\u5219\u57fa\u4e8e\u4e2a\u4eba\u3002 Desk\u540c\u65f6\u201c\u5728\u7ec6\u5206\u53d7\u4f17\u7fa4\u548c\u53d1\u5e03\u8005\u4e4b\u95f4\u7684\u6700\u540e\u4e00\u82f1\u91cc\u4e2d\u8868\u73b0\u6781\u4f73\u201d\u3002\u56e0\u6b64\uff0cEpsilon\u901a\u8fc7\u4ece\u5176\u6838\u5fc3ID\u8ba1\u5212\u4e2d\u6dfb\u52a0\u4e86\u7ea62.5\u4ebf\u4e2aID\uff0c\u52a0\u5165\u5e76\u5e2e\u52a9\u4f7fUnified ID 2.0\u89e3\u51b3\u65b9\u6848\u5408\u6cd5\u5316\u3002 Hennion\u58f0\u79f0\uff0c\u76ee\u524d\uff0c\u8fd9\u4e9bID\u7ea6\u5360Epsilon\u7684\u91cd\u70b9\u5e02\u573a\u7f8e\u56fd\u6210\u5e74\u4eba\u768480\uff05\uff0c\u4f46\u8be5\u4ea4\u6613\u5e94\u52a0\u5febEpsilon ID\u8ba1\u5212\u7684\u589e\u957f\u3002\u4e0eFacebook\u768420\u4ebf\u7528\u6237\u6216Google\u5e9e\u5927\u7684\u7528\u6237\u7fa4\u76f8\u6bd4\uff0c2.5\u4ebf\u4e2aID\u867d\u5e9e\u5927\uff0c\u4f46\u76f8\u5f62\u89c1pale\u3002\u4f46\u8fd9\u662f\u4e00\u4e2a\u5e74\u8f7b\u7684\u4f01\u4e1a\uff0c\u7b2c\u4e09\u65b9\u8d44\u6e90\u76f4\u5230\u6700\u8fd1\u624d\u5931\u5ba0\uff0c\u5c3d\u7ba1Kantar\u6700\u8fd1\u5728\u300a\u9f13\u62a5\u300b\u4e2d\u4e0eMartin Sorrell\u7235\u58eb\u4e89\u8bba\u8fc7 Hennion\u8bf4\uff0c\u8eab\u4efd\u901a\u5e38\u662f\u4f7f\u7528\u641c\u7d22\u6570\u636e\u5efa\u7acb\u7684\u3002 \u5982\u679c\u6709\u4eba\u641c\u7d22\u8db3\u7403\uff0c\u4ed6\u4eec\u53ef\u80fd\u4f1a\u559c\u6b22\u8db3\u7403\u3002 \u7136\u540e\uff0c\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u4e0e\u53d1\u5e03\u5546\u5408\u4f5c\uff0c\u4ee5\u4e86\u89e3\u8be5\u4eba\u4f7f\u7528\u4e0a\u4e0b\u6587\u5206\u6790\u4e86\u89e3\u4e86\u5f88\u591a\u6709\u5173\u6b27\u6d32\u8db3\u7403\u7684\u77e5\u8bc6\u3002 \u8fd9\u4e9b\u884c\u4e3a\u533f\u540d\uff08\u5e0c\u671b\uff09\u7ed1\u5b9a\u5230\u8bbe\u5907\uff0c\u7535\u5b50\u90ae\u4ef6\u548c\u767b\u5f55\u540d\u3002  Epsilon\u91c7\u53d6\u7684\u989d\u5916\u6b65\u9aa4\u662f\u5c06ID\u7ed1\u5b9a\u5230\u4ea4\u6613\u4e2d\uff0c\u8fd9\u8981\u5f52\u529f\u4e8e\u5d4c\u5165\u5728\u4f17\u591a\u9876\u7ea7\u54c1\u724c\u7684\u7535\u5b50\u5546\u52a1\u8ba1\u5212\u4e2d\u3002  Epsilon\u77e5\u9053\u8db3\u7403\u8ff7\u662f\u901a\u8fc7\u5176\u4e00\u4f4d\u5ba2\u6237\u8d2d\u4e70\u7403\u8863\u548c\u6bd4\u8d5b\u65e5\u95e8\u7968\u7684\u2013\u4ed6\u4eec\u6bd5\u7adf\u662f\u4f7f\u7528\u7535\u5b50\u90ae\u4ef6\u5730\u5740\u8d2d\u4e70\u7684\u3002  \u201c\u6211\u4eec\u662f\u5728\u8fdb\u884c\u6709\u610f\u4e49\u7684\u5bf9\u8bdd\uff0c\u6211\u4eec\u4e0d\u5728\u91cd\u65b0\u5b9a\u4f4d\u7684\u4e16\u754c\u4e2d\u3002 \u6211\u4eec\u5728\u8fd9\u91cc\u5efa\u7acb\u54c1\u724c\u8d44\u4ea7\u5e76\u5efa\u7acb\u957f\u671f\u5408\u4f5c\u5173\u7cfb\u3002 \u8fd9\u4e0eGoogle\u7684FLoC\u89e3\u51b3\u65b9\u6848\u4e0d\u8c0b\u800c\u5408\uff0c\u8be5\u89e3\u51b3\u65b9\u6848\u57fa\u4e8e\u4eba\u4eec\u7684\u5174\u8da3\u5c06\u4eba\u4eec\u5206\u7ec4\u4e3a\u533f\u540d\u961f\u5217\uff0c\u636e\u8bf4\u662f\u4e3a\u4e86\u7ed9\u4e2a\u4eba\u63d0\u4f9b\u66f4\u5927\u7684\u533f\u540d\u6027\u3002 \u52302021\u5e74\uff0c\u6570\u636e\u6cc4\u9732\u8bc6\u522b\u51fa\u76d1\u89c6\u884c\u4e3a\u7684\u98ce\u9669\u4f3c\u4e4e\u4ee3\u4ef7\u592a\u9ad8\u3002 \u8c37\u6b4c\u4ea7\u54c1\u7ba1\u7406\uff0c\u5e7f\u544a\u9690\u79c1\u548c\u4fe1\u4efb\u603b\u76d1\u5927\u536b\u00b7\u7279\u59c6\u91d1\uff08David Temkin\uff09\u6700\u8fd1\u58f0\u79f0\uff0c\u7531\u4e8e\u6570\u5b57\u6d88\u8d39\u8005\u4fdd\u62a4\u6d6a\u6f6e\u7684\u5174\u8d77\uff0c\u63d0\u4f9b\u201c\u4e00\u5b9a\u7a0b\u5ea6\u7684\u7528\u6237\u8eab\u4efd\u4ee5\u8fdb\u884c\u7f51\u7edc\u5e7f\u544a\u8ddf\u8e2a\u201d\u7684\u89e3\u51b3\u65b9\u6848\u662f\u4e0d\u53ef\u6301\u7eed\u7684\u3002 ID 2.0\u62bc\u6ce8\u6b64\u7c7b\u884c\u4e3a\u5c06\u4fdd\u6301\u53ef\u64cd\u4f5c\u6027\uff0c\u7b26\u5408\u5373\u5c06\u9881\u5e03\u7684\u6cd5\u89c4\uff0c\u5e76\u88ab\u516c\u4f17\u63a5\u53d7\uff0c\u8be5\u884c\u4e1a\u4e2d\u7684\u4e00\u4e9b\u4eba\u8ba4\u4e3a\u5c06\u63a5\u53d7\u5bf9\u514d\u8d39\u5728\u7ebf\u4f53\u9a8c\u548c\u76f8\u5173\u5e7f\u544a\u7684\u8ddf\u8e2a\u3002 \u6839\u636eHennion\u7684\u8bf4\u6cd5\uff0c\u4e0d\u7ba1\u53d1\u751f\u4ec0\u4e48\u4e8b\u60c5\uff0c\u76ee\u524d\uff0c\u6570\u5b57\u4f9b\u5e94\u94fe\u90fd\u9762\u4e34\u7740\u5a01\u80c1\u3002 \u5e7f\u544a\u5ba2\u6237\uff0c\u4ece\u6700\u5927\u5230\u6700\u5c0f\u7684\u8138\u90fd\u88ab\u201c\u8499\u853d\u201d\u548c\u201c\u7a92\u606f\u201d\u3002 \u4ed6\u8bf4\uff1a\u201c\u5982\u679c\u73a9\u5bb6\u6ca1\u6709\u5176\u4ed6\u9009\u62e9\uff0c\u5b83\u5c06\u5bf9\u6570\u5b57\u5a92\u4f53\u4ef7\u503c\u94fe\u4ea7\u751f\u6838\u5f71\u54cd\u3002\u7b2c\u4e09\u65b9Cookie\u5c31\u50cf\u60a8\u547c\u5438\u7684\u7a7a\u6c14\u4e00\u6837\u3002\u5728\u7ebf\u53d1\u751f\u7684\u4e00\u5207\u4e8b\u60c5\u90fd\u662f\u81ea\u7136\u7684\u8d27\u5e01\u3002 \uff0cHennion\u4e0eTTD\u7b49\u7ec4\u7ec7\u5efa\u7acb\u4e86\u4f19\u4f34\u5173\u7cfb\uff0c\u4ee5\u91cd\u65b0\u5efa\u7acb\u6c27\u6c14\u4f9b\u5e94\u3002 \u7136\u540e\uff0c\u8fd9\u4e5f\u4e0e\u76f4\u63a5\u4e0e\u53d1\u5e03\u8005\u5efa\u7acb\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb\u6709\u5173\uff0c\u56e0\u4e3a\u5b83\u4eec\u5c06\u6210\u4e3a\u540c\u610f\u7684\u6536\u96c6\u8005\u548c\u53d7\u4f17\u7684\u6240\u6709\u8005\u3002\u4f46\u662f\uff0c\u5982\u679c\u786e\u5b9e\u7b80\u5316\u4e86\u7b2c\u4e09\u65b9Cookie\u6765\u4fdd\u62a4\u6d88\u8d39\u8005\u7684\u9690\u79c1\uff0c\u90a3\u4e48\u8fd9\u4e9b\u66ff\u4ee3\u89e3\u51b3\u65b9\u6848\u662f\u5426\u672c\u7740\u8fd9\u79cd\u7cbe\u795e\uff1f\u9690\u79c1\uff1f \u4ed6\u4eec\u4f1a\u5728\u4e0d\u65ad\u4e0a\u5347\u7684\u76d1\u7ba1\u6d6a\u6f6e\u4e2d\u751f\u5b58\u5417\uff1f \u4e1a\u754c\u6700\u5927\u7684\u53c2\u4e0e\u8005\u4e4b\u4e00\u662f\u70ed\u60c5\u5730\u6253\u8d4c\u662f\u7684\u3002\u5728\u6b64\u5904\u6ce8\u518cThe Drum\u7684Future of Media\u7b80\u62a5\u3002<br \/>\n<br \/>\n<!--noindex--><br \/>\n<a href=\"https:\/\/www.thedrum.com\/news\/2021\/04\/09\/inside-publicis-identity-partnership-with-the-trade-desk-digital-media-goes-nuclear\" rel=\"nofollow\">Source link <\/a><br \/>\n<!--\/noindex--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u9633\u72ee\u96c6\u56e2\u662f\u5168\u7403\u6700\u5927\u7684\u5e7f\u544a\u91c7\u8d2d\u5546\u4e4b\u4e00\uff0c\u662f\u7b2c\u4e00\u5bb6\u652f\u6301\u7edf\u4e00ID 2.0\u7684\u63a7\u80a1\u516c\u53f8\uff0c\u8fd9\u662f\u7531The Trade Desk [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Inside Publicis\u4e0eThe Trade 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