{"id":36277,"date":"2022-06-06T15:01:42","date_gmt":"2022-06-06T12:01:42","guid":{"rendered":"https:\/\/mobidictum.com\/?p=36277"},"modified":"2024-03-28T16:37:08","modified_gmt":"2024-03-28T13:37:08","slug":"mobil-reklam-raporu-apple-gizlilik-politikasi-etkisi","status":"publish","type":"post","link":"https:\/\/mobidictum.com\/tr\/mobil-reklam-raporu-apple-gizlilik-politikasi-etkisi\/","title":{"rendered":"Rapor: Mobil oyun reklamverenleri Apple’dan Android’e kaymaya ba\u015flad\u0131"},"content":{"rendered":"\n

Apple\u2019\u0131n 2020 y\u0131l\u0131n\u0131n Eyl\u00fcl ay\u0131nda IDFA protokol\u00fcn\u00fc duyurmas\u0131n\u0131n ard\u0131ndan mobil reklam d\u00fcnyas\u0131nda bir hareketlilik ba\u015flad\u0131. Kullan\u0131c\u0131lar\u0131n veri g\u00fcvenli\u011fini sa\u011flamay\u0131 hedefleyen IDFA protokol\u00fc, hem kullan\u0131c\u0131lar\u0131 hem de reklamverenleri bir\u00e7ok y\u00f6nden etkiledi. Bu etkilerin yans\u0131malar\u0131 \u201cTenjin\u2019in Appocalypse Now: Mobile advertisers have their say on privacy-first marketing\u201d ba\u015fl\u0131kl\u0131 raporunda incelendi.<\/p>\n\n\n\n

2020\u2019deki IDFA duyurusu sonras\u0131, iOS 14.5 ile birlikte ATT (App Tracking Transparency)hayata ge\u00e7irildi. Kullan\u0131c\u0131lar\u0131n gizlili\u011fini korumay\u0131 hedefleyen ATT ile kullan\u0131c\u0131lar mobil Apple cihazlar\u0131nda s\u0131k s\u0131k verilerini \u00fc\u00e7\u00fcnc\u00fc parti uygulamalar ile payla\u015f\u0131p isteyip istemediklerini soran bildirimler ile kar\u015f\u0131la\u015fmaya ba\u015flad\u0131. <\/p>\n\n\n\n

Bu durum hem avantajlar\u0131 hem de dezavantajlar\u0131 beraberinde getirdi. Kullan\u0131c\u0131 gizlili\u011fi artt\u0131 fakat veri payla\u015f\u0131m\u0131 onay\u0131n\u0131 zorunlu tutan baz\u0131 oyun ve uygulamalara eri\u015fim de k\u0131s\u0131tlanm\u0131\u015f oldu. Di\u011fer taraftan baz\u0131 reklam verenler, kullan\u0131c\u0131lara daha do\u011fru reklam optimizasyonu sunmak gibi ama\u00e7larla ihtiya\u00e7 duyduklar\u0131 verilere eri\u015fmekte g\u00fc\u00e7l\u00fck ya\u015fad\u0131.<\/p>\n\n\n\n

Bu durumun akabinde Apple, 2021 Eyl\u00fcl ay\u0131nda -ATT\u2019den yakla\u015f\u0131k alt\u0131 ay sonra- SkadNetwork (SKAD) d\u00fczenlemeleri yapt\u0131. Kullan\u0131c\u0131lardan toplanan veriler anonimle\u015ftirildi ve reklam verenlere do\u011frudan bu anonim verilere eri\u015fime hakk\u0131 tan\u0131nd\u0131. Bu, reklamverenlerin sorunlar\u0131n\u0131 azaltm\u0131\u015f olsa da tam olarak \u00e7\u00f6z\u00fcme kavu\u015fturamad\u0131.<\/p>\n\n\n\n

IDFA, ATT ve SKAD reklamverenlerin gelirlerini etkiledi!<\/h2>\n\n\n\n

Tenjin, reklamverenlere Apple\u2019\u0131n IDFA protokol\u00fc sonras\u0131 iOS gelirlerinin nas\u0131l etkilendi\u011fini sordu. Ankete kat\u0131lan reklamverenlerden %75\u2019i gelirlerinin olumsuz y\u00f6nde etkilendi\u011fini s\u00f6yledi. Gelir bilgilerini a\u00e7\u0131klayan reklamverenlerin verilerine g\u00f6re, oyunlar ve uygulamar\u0131n reklam gelirleri ortalama %39 azald\u0131.<\/strong><\/p>\n\n\n\n

iOS 14.5 ile birlikte reklamverenler yeni pazarlama y\u00f6ntemleri aramaya\/geli\u015ftirmeye ba\u015flad\u0131lar. ATT\u2019nin gerekliliklerine uyum sa\u011flamaya \u00e7al\u0131\u015fan reklamverenlerden baz\u0131lar\u0131 ba\u015far\u0131l\u0131 oldu, baz\u0131lar\u0131 da Android pazar\u0131na daha \u00e7ok a\u011f\u0131rl\u0131k verdi. Kimileri iOS\u2019ta faaliyet g\u00f6stermeye devam etmenin \u201ci\u015fletmelerinin gelece\u011fini riske atmak\u201d olarak de\u011ferlendirdi.<\/p>\n\n\n\n

2021 Eyl\u00fcl\u2019de Apple SKAD protokol\u00fcnde bir de\u011fi\u015fikli\u011fe gitti. Reklamverenlere do\u011frudan anonim SKAD verilerine eri\u015fim hakk\u0131 tan\u0131nd\u0131. Bu durum, reklamverenleri biraz rahatlatm\u0131\u015f olsa da t\u00fcm sorunlara da \u00e7\u00f6z\u00fcm olamad\u0131. Di\u011fer yandan, baz\u0131lar\u0131 bu verilerin \u201cne kadar g\u00fcvenilir oldu\u011fu\u201d konusunda \u015f\u00fcpheye d\u00fc\u015ft\u00fc.<\/p>\n\n\n\n

\"\"
SKAN verilerine g\u00fcven durumu<\/figcaption><\/figure>\n\n\n\n

Reklamverenlerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu halen iOS\u2019ta faaliyet g\u00f6stermek konusunda hevesli. Di\u011fer yandan bu say\u0131 IDFA \u00f6ncesine g\u00f6re daha d\u00fc\u015f\u00fck ve iOS\u2019tan Android\u2019e do\u011fru bir b\u00fct\u00e7e kaymas\u0131 ya\u015fan\u0131yor.<\/p>\n\n\n\n

iOS\u2019tan Android\u2019e do\u011fru bir kayma ya\u015fanacak<\/h2>\n\n\n\n

Tenjin verilerine g\u00f6re, ankete kat\u0131lan reklamverenlerin %59\u2019u, reklam b\u00fct\u00e7elerini iOS\u2019tan Android\u2019e do\u011fru ta\u015f\u0131yor. Bu, mevzubahis reklamverenlerin iOS\u2019tan tamamen ayr\u0131laca\u011f\u0131 anlam\u0131na gelmiyor. Yaln\u0131zca, art\u0131k baz\u0131 reklam verenler Android platformlar\u0131na reklam vermek i\u00e7in daha fazla b\u00fct\u00e7e ay\u0131racak.<\/p>\n\n\n\n

Tenjin, bu kayman\u0131n iOS\u2019un mobil reklam harcamalar\u0131 konusundaki hakimiyetini azaltabilece\u011fini s\u00f6yl\u00fcyor. Google Play\u2019in yan\u0131 s\u0131ra di\u011fer baz\u0131 Android platformlar da y\u00fckseli\u015f g\u00f6steriyor. Tenjin anketine kat\u0131lan reklamverenlerin %93\u2019\u00fc Google Play d\u0131\u015f\u0131ndaki alternatif Android pazarlar\u0131na da girmeyi d\u00fc\u015f\u00fcnd\u00fcklerini s\u00f6yl\u00fcyor. Alternatif Android ekosistemlerinden en pop\u00fclerleri ise \u015f\u00f6yle:<\/p>\n\n\n\n

  • Samsung Galaxy Store (Kat\u0131l\u0131mc\u0131lar\u0131n %50\u2019si)<\/li>
  • Huawei App Gallery (%40)<\/li>
  • Cafe Bazaar (%37)<\/li><\/ul>\n\n\n\n

    Bug\u00fcnk\u00fc veriler, reklamverenlerin iOS ve Android i\u00e7in neredeyse e\u015fit b\u00fct\u00e7eler ay\u0131rd\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Kat\u0131l\u0131mc\u0131lar, reklam b\u00fct\u00e7elerinin %53\u2019\u00fcn\u00fc iOS, %47\u2019sini Android i\u00e7in ay\u0131rd\u0131klar\u0131n\u0131 belirtiyor.<\/strong> Bu durum, tahmin edilen b\u00fct\u00e7e kaymas\u0131n\u0131n hen\u00fcz ba\u015flamad\u0131\u011f\u0131na i\u015faret ediyor.<\/p>\n\n\n\n

    Pazarlama yapmak daha zor ve riskler art\u0131yor<\/h2>\n\n\n\n

    Ankete kat\u0131lan reklamverenlerin %68\u2019i ATT sonras\u0131 pazarlama yapman\u0131n art\u0131k daha zor oldu\u011funu s\u00f6yledi. Ankete kat\u0131lan oyun ve uygulama ekiplerinden toplanan baz\u0131 istatistiklerin bir \u00f6zeti \u015f\u00f6yle:<\/p>\n\n\n\n

    <\/td>Oyun<\/td>Ugulama<\/td><\/tr>
    2021\u2019de mobil pazarlama daha zordu<\/td>%68<\/td>%43<\/td><\/tr>
    Apple gizlilik politikas\u0131 de\u011fi\u015fiklikleri sonra gelir d\u00fc\u015f\u00fc\u015f\u00fc ya\u015fand\u0131<\/td>%42<\/td>%34<\/td><\/tr>
    \u0130\u015fletmelerinin gelece\u011fini risk alt\u0131nda hissedenlerin oran\u0131<\/td>%84<\/td>%67<\/td><\/tr>
    iOS\u2019tan Android\u2019e pazarlama b\u00fct\u00e7esi kaymas\u0131<\/td>%63<\/td>%48<\/td><\/tr>
    Alternatif Android ekosistemleri i\u00e7in harcama yapma plan\u0131<\/td>%99<\/td>%86<\/td><\/tr><\/tbody><\/table>
    Olumlu yan\u0131t oranlar\u0131<\/figcaption><\/figure>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"

    Son bir y\u0131ld\u0131r Apple taraf\u0131nda ya\u015fananlar, mobil reklamlar\u0131n Android platformlara kaymas\u0131na sebep oldu.<\/p>\n","protected":false},"author":52,"featured_media":36289,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8879],"tags":[4799],"class_list":["post-36277","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-raporlar","tag-mobil-oyunlar"],"acf":[],"_links":{"self":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36277","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\/52"}],"replies":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/comments?post=36277"}],"version-history":[{"count":1,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36277\/revisions"}],"predecessor-version":[{"id":151796,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/posts\/36277\/revisions\/151796"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media\/36289"}],"wp:attachment":[{"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/media?parent=36277"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/categories?post=36277"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mobidictum.com\/tr\/wp-json\/wp\/v2\/tags?post=36277"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}