{"id":10798,"date":"2021-04-20T14:39:49","date_gmt":"2021-04-20T11:39:49","guid":{"rendered":"https:\/\/mobidictum.com\/?p=10798"},"modified":"2021-04-20T14:39:49","modified_gmt":"2021-04-20T11:39:49","slug":"tenjin-ios-14-5-surumunun-bazi-ozelliklerinden-sikayetci","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/tenjin-ios-14-5-surumunun-bazi-ozelliklerinden-sikayetci\/","title":{"rendered":"Tenjin, iOS 14.5 s\u00fcr\u00fcm\u00fcn\u00fcn baz\u0131 \u00f6zelliklerinden \u015fikayet\u00e7i"},"content":{"rendered":"<p>Nisan ay\u0131n\u0131n ba\u015flar\u0131nda <strong>Tenjin<\/strong>, <strong>SKAdNetwork<\/strong>\u2019\u00fcn d\u00f6n\u00fc\u015f\u00fcm de\u011ferlerini <strong>\u00fccretsiz<\/strong> g\u00f6stermek i\u00e7in bir \u00e7\u00f6z\u00fcm \u00fcretti. Bunun ne oldu\u011fu ve neden IDFA sonras\u0131 d\u00f6nem i\u00e7in \u00e7ok \u00f6nemli oldu\u011fu hakk\u0131ndaki detaylar\u0131 inceleyelim.<\/p>\n<p>En ba\u015ftan ba\u015flayal\u0131m.<\/p>\n<blockquote><p>Tenjin: \u201ciOS 14.5 s\u00fcr\u00fcm\u00fcn\u00fcn piyasaya s\u00fcr\u00fclmesiyle birlikte toplam indirmeleri saymak i\u00e7in para al\u0131nmas\u0131 hi\u00e7 adil de\u011fil.\u201d<\/p><\/blockquote>\n<p><strong>Apple<\/strong>&#8216;\u0131n, <strong>IDFA<\/strong>\u2019n\u0131n \u201coksijenini kesen\u201d yenilikler getirmesinin temelinde yatanlar hakk\u0131nda bir\u00e7ok kaynak bulunmakta. Ancak ne olur ne olmaz diye, size tekrar hat\u0131rlatal\u0131m.<\/p>\n<p>Her iOS uygulamas\u0131 indirildi\u011finde, kullan\u0131c\u0131ya kendisiyle alakal\u0131 bilgilerin payla\u015fmak isteyip istemedi\u011fini sorulmas\u0131 zorunludur. %80 gibi bir \u00e7o\u011funluk bu gibi bilgileri payla\u015fmay\u0131 reddeder.<\/p>\n<p>Bunun sonucunda, iOS yak\u0131n gelecekte bu %80\u2019in i\u00e7inde hangi spesifik kullan\u0131c\u0131lar\u0131n reklamla etkile\u015fime ge\u00e7ti\u011fini g\u00f6steremeyecek konuma gelecek. Ba\u015fka bir deyi\u015fle, yat\u0131r\u0131m getirisi (ROI) ve ya\u015fam boyu de\u011fer oran\u0131n\u0131n (LTV) yakla\u015f\u0131k olarak hesaplanmas\u0131 imkans\u0131z hale gelecektir.<\/p>\n<figure id=\"attachment_10800\" aria-describedby=\"caption-attachment-10800\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-10800\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14.jpeg\" alt=\"Tenjin iOS 14\" width=\"800\" height=\"500\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14.jpeg 800w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14-600x375.jpeg 600w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14-300x188.jpeg 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14-768x480.jpeg 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-ios-14-585x366.jpeg 585w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-10800\" class=\"wp-caption-text\">Tenjin&#8217;in \u0130li\u015fkilendirme Modellemesi (Attribution Modeling) Nedir?<\/figcaption><\/figure>\n<p>Bu sistem, g\u00fcn\u00fcm\u00fcze kadar \u015fekil alm\u0131\u015f olan mobil pazarlamay\u0131 olduk\u00e7a zedelemekte. Ayn\u0131 zamanda bir\u00e7ok ki\u015finin kafas\u0131nda soru i\u015faretleri b\u0131rak\u0131yor. Diyelim ki, hangi spesifik kullan\u0131c\u0131n\u0131n uygulamaya para harcad\u0131\u011f\u0131n\u0131 bulmak imkans\u0131z, \u00f6yleyse verilen reklam\u0131n ne kadar etkili oldu\u011funu ve nas\u0131l bir geri d\u00f6n\u00fc\u015f sa\u011fland\u0131\u011f\u0131n\u0131 nas\u0131l anlayabilirsiniz?<\/p>\n<p>Apple, bunun usul\u00fcne uygun bir \u00e7\u0131k\u0131\u015f yolu g\u00f6sterdi: <strong>SKAdNetwork<\/strong> sistemi. Fakat, bu sistemin getirdi\u011fi \u00e7\u00f6z\u00fcmler, \u00f6ncekilere k\u0131yasla daha s\u0131n\u0131rl\u0131 kald\u0131.<\/p>\n<p>Bu bir sorun mu?<\/p>\n<p>Evet, ancak bunun bir alternatifi de bulunmamakta. Pazar, bunu bir \u015fekilde benimsemek ve bununla \u00e7al\u0131\u015fmay\u0131 \u00f6\u011frenmek zorunda.<\/p>\n<p>\u0130\u015fte \u015fimdi as\u0131l meseleye gelelim. Bu sistemin i\u015flemesi i\u00e7in SKAdNetwork\u2019\u00fcn nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 anlamam\u0131z gerekir.<\/p>\n<h3>SKAdNetwork&#8217;\u00fcn i\u015flevi nedir?<\/h3>\n<p>SKAdNetwork\u2019\u00fcn as\u0131l i\u015flevi, kullan\u0131c\u0131lar\u0131n uygulamay\u0131 hangi kanallar arac\u0131l\u0131\u011f\u0131yla indirdi\u011fini reklam a\u011f\u0131na bildirmek. Bunu, <strong>d\u00f6n\u00fc\u015f\u00fcm oranlar\u0131n\u0131<\/strong> g\u00f6ndererek sa\u011fl\u0131yor.<\/p>\n<p>Bu d\u00f6n\u00fc\u015f\u00fcm oran\u0131 0 ile 63 aras\u0131ndad\u0131r ve <a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\" target=\"_blank\" rel=\"noopener nofollow\">belirli bir kullan\u0131c\u0131n\u0131n sa\u011flad\u0131\u011f\u0131 de\u011feri yans\u0131t\u0131r<\/a>. Ancak bu, belirli bir konumun sabit oldu\u011fu her bir de\u011fer i\u00e7in yaln\u0131zca bir rakam de\u011fildir. Her \u015fey g\u00f6r\u00fcnd\u00fc\u011f\u00fcnden biraz daha karma\u015f\u0131k.<\/p>\n<p>Bir rakam, alt\u0131 bitmap\u2019in (bit dizileri) toplam\u0131d\u0131r. Her bitmap, kullan\u0131c\u0131n\u0131n uygulamadaki eylemi hakk\u0131nda bilgiler depolar.<\/p>\n<p>Basit\u00e7e s\u00f6ylemek gerekirse, kullan\u0131c\u0131n\u0131n oyunda videoyu izleyip izlemedi\u011fi, bir seviyeyi ge\u00e7ip ge\u00e7medi\u011fi veya bir sat\u0131n alma i\u015flemi yap\u0131p yapmad\u0131\u011f\u0131 hakk\u0131nda bilgi edinmenizi sa\u011flar. Bu nedenle, SKAdNetwork sayesinde, hangi reklam kampanyas\u0131n\u0131n nas\u0131l y\u00fcksek kaliteli izleyici getirdi\u011fi hakk\u0131nda sonu\u00e7lar \u00e7\u0131karmak hala m\u00fcmk\u00fcnd\u00fcr.<\/p>\n<p>Bu sistemin baz\u0131 g\u00fc\u00e7l\u00fckleri de var tabii.<\/p>\n<p>\u00d6rne\u011fin:<\/p>\n<ul>\n<li>Sistem yaln\u0131zca 100 kampanyay\u0131 izlemenize izin veriyor;<\/li>\n<li>Herhangi bir etkinlik hakk\u0131ndaki mesaj (d\u00f6n\u00fc\u015f\u00fcm de\u011ferlerinin g\u00f6nderilmesi veya g\u00fcncellenmesi gibi) etkinli\u011fin tamamlanmas\u0131ndan 24 saat sonra al\u0131nmaya ba\u015flar;<\/li>\n<li>Veriler reklam verenlere de\u011fil (uygulamalar\u0131n\u0131 tan\u0131tan geli\u015ftiricilere okunur), yaln\u0131zca veri i\u015fleme i\u00e7in kapsam a\u00e7an reklam a\u011f\u0131na g\u00f6nderilir.<\/li>\n<\/ul>\n<p>Ama hepsi bu kadar de\u011fil.<\/p>\n<p>Bu durumun zemininde, bir\u00e7ok pazarlama platformu m\u00fc\u015fterilere bir y\u0131l boyunca s\u00f6zle\u015fmeleri aktif olarak tan\u0131tmaya ba\u015flad\u0131.<\/p>\n<p>Durumun paradoksunu anlayabilmek i\u00e7in \u00f6nemli bir a\u00e7\u0131klama yapmak gerekirse, bu sistem asl\u0131nda tam olarak mobil reklamc\u0131l\u0131k pazar\u0131n\u0131n nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131na odaklanan bir sistemdir diyebiliriz.<\/p>\n<h3>MMP \u015firketlerin bu s\u00fcre\u00e7teki yeri nedir?<\/h3>\n<p>Reklam veren ile reklam a\u011f\u0131 aras\u0131nda bir arac\u0131 vard\u0131r: &#8220;Attribution Platform&#8221; (\u0130li\u015fkilendirme Platformu). \u00c7o\u011funlukla bu rol, bir veya birden fazla MMP (Mobil \u00d6l\u00e7\u00fcmleme Orta\u011f\u0131, ba\u015fka bir deyi\u015fle, reklam kampanyalar\u0131 hakk\u0131nda analitik verileri tek bir yerde toplayan, d\u00fczenleyen ve sa\u011flayan bir hizmet) taraf\u0131ndan oynan\u0131r.<\/p>\n<p>Platformun ili\u015fkilendirme a\u00e7\u0131s\u0131ndan ana g\u00f6revi, bir ba\u015fl\u0131\u011fa t\u0131klamay\u0131 uygulamadaki di\u011fer kurulum ve kullan\u0131c\u0131 eylemlerine ba\u011flamakt\u0131r. \u0130\u015fte bu s\u00fcrece &#8220;attribution&#8221; yani ili\u015fkilendirme denir.<\/p>\n<p>Ama i\u015fte ne b\u00fcy\u00fck \u015fanss\u0131zl\u0131kt\u0131r ki, SKAdNetwork&#8217;\u00fcn geli\u015fiyle birlikte <a href=\"https:\/\/blog.tenjin.com\/6-things-about-ios-14-5\/\" target=\"_blank\" rel=\"noopener nofollow\">Apple ili\u015fkilendirmeden sorumlu olmaya ba\u015flad\u0131<\/a>. Sonu\u00e7ta Apple, kullan\u0131c\u0131n\u0131n reklam kampanyas\u0131 sonucunda uygulamada neler yapt\u0131\u011f\u0131n\u0131 izleyen ve hatta karakterize eden taraft\u0131r.<\/p>\n<p>Bu nedenle IDFA sonras\u0131 d\u00f6nemde MMP&#8217;nin temel i\u015flevlerinden birine art\u0131k ihtiya\u00e7 duyulmaz. Art\u0131k geli\u015ftirici, d\u00f6n\u00fc\u015f\u00fcm de\u011ferlerine dayanarak, y\u00fcklemeleri sayarak para kazanan pahal\u0131 bir arac\u0131n\u0131n yard\u0131m\u0131na ba\u015fvurmadan kampanyalar\u0131n etkinli\u011fini tek ba\u015f\u0131na de\u011ferlendirebilir.<\/p>\n<p>G\u00f6r\u00fcnen o ki; ili\u015fkilendirme hizmetlerinin, Apple\u2019\u0131n kendileri i\u00e7in yapt\u0131klar\u0131na kar\u015f\u0131l\u0131k bir y\u0131ll\u0131k s\u00f6zle\u015fme satmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131 ortaya \u00e7\u0131kt\u0131.<\/p>\n<p>Bu nedenle Tenjin, d\u00f6n\u00fc\u015f\u00fcm de\u011feri analizlerinden para kazanman\u0131n d\u00fcr\u00fcst olmad\u0131\u011f\u0131 konusunda \u0131srar ediyor. Bu, iyi bir miktarda paraya hava satmak gibi bir \u015fey.<\/p>\n<h3>Tenjin&#8217;in bu s\u00fcrece y\u00f6nelik \u00e7\u00f6z\u00fcm\u00fc ne oldu?<\/h3>\n<p>\u00d6nemli bir n\u00fcans: Tenjin ayn\u0131 zamanda bir MMP&#8217;dir. Ancak, hi\u00e7bir zaman ili\u015fkilendirme i\u00e7in para almad\u0131. Yaln\u0131zca veri i\u015flemeden para kazand\u0131. \u00d6rne\u011fin, LTV (ya\u015fam boyu de\u011fer oran\u0131) raporlar\u0131.<\/p>\n<p>Ancak, Tenjin, yaln\u0131zca beyan etmenin de \u00f6tesine ge\u00e7ti. SDK&#8217;lar\u0131n\u0131 kuran herkese \u00fccretsiz olarak d\u00f6n\u00fc\u015f\u00fcm de\u011feri raporlar\u0131 sa\u011flayan bir \u00e7\u00f6z\u00fcm ba\u015flatt\u0131. Bu \u00e7\u00f6z\u00fcme &#8220;Attribution Modeling\u201d (\u0130li\u015fkilendirme Modellemesi) ad\u0131n\u0131 verdi.<\/p>\n<p>\u00d6nemli bir detay; yaln\u0131zca SKAdNetwork ve Tenjin SDK&#8217;y\u0131 destekleyen reklam a\u011flar\u0131ndan d\u00f6n\u00fc\u015f\u00fcm de\u011feri alabilirsiniz. Hali haz\u0131rda 12 tane var ve bunlar\u0131n aras\u0131nda <strong>Facebook<\/strong>, <strong>Google Ads<\/strong>, <strong>Snap<\/strong>, <strong>IronSource<\/strong>, <strong>Mintegral<\/strong>, <strong>Unity<\/strong>, <strong>AppLovin<\/strong>, <strong>Vungle<\/strong> ve ba\u015fka isimler de yer al\u0131yor.<\/p>\n<p>Yak\u0131n gelecekte Tenjin, Attribution Modeling (\u0130li\u015fkilendirme Modellemesi) \u00e7er\u00e7evesinde, d\u00f6n\u00fc\u015f\u00fcm de\u011ferlerine dayal\u0131 olarak yakla\u015f\u0131k ROI ve LTV oranlar\u0131n\u0131n hesaplanmas\u0131na izin verecek ve ayr\u0131ca bunlar i\u00e7in tahminin ne kadar do\u011fru oldu\u011funa dair y\u00fczde olarak bir tahmin verecek bir ara\u00e7 seti ba\u015flatmay\u0131 planl\u0131yor.<\/p>\n<p>Tenjin&#8217;in <a href=\"https:\/\/mobidictum.com\/tr\/ios-14-5-skadnetwork-ucretsiz-tenjin\/\" target=\"_blank\" rel=\"noopener\">Attribution Modeling<\/a> (\u0130li\u015fkilendirme Modellemesi) hakk\u0131ndaki daha detayl\u0131 yaz\u0131m\u0131z\u0131 da okuman\u0131z\u0131 tavsiye ederiz.<\/p>\n<figure id=\"attachment_10802\" aria-describedby=\"caption-attachment-10802\" style=\"width: 800px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-10802\" src=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling.png\" alt=\"Tenjin \u0130li\u015fkilendirme Modellemesi\" width=\"800\" height=\"500\" srcset=\"https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling.png 800w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling-600x375.png 600w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling-300x188.png 300w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling-768x480.png 768w, https:\/\/mobidictum.com\/wp-content\/uploads\/2021\/04\/tenjin-attribution-modeling-585x366.png 585w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-10802\" class=\"wp-caption-text\">Tenjin \u0130li\u015fkilendirme Modellemesi&#8217;nin yol haritas\u0131<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"Tenjin, iOS 14 ile ilgili g\u00f6r\u00fc\u015flerini anlatt\u0131.","protected":false},"author":40,"featured_media":10808,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8861],"tags":[],"class_list":["post-10798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobidictum-haberler"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/10798","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=10798"}],"version-history":[{"count":0,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/10798\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/10808"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=10798"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=10798"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=10798"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}