{"id":32710,"date":"2019-04-08T07:12:55","date_gmt":"2019-04-08T04:12:55","guid":{"rendered":"https:\/\/thedigitalmarker.com\/?p=32710"},"modified":"2025-07-04T13:37:12","modified_gmt":"2025-07-04T10:37:12","slug":"programatik-reklamcilikta-terminoloji","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/programatik-reklamcilikta-terminoloji\/","title":{"rendered":"Programatik Reklamc\u0131l\u0131kta Terminoloji"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/programatik-reklamcilikta-terminoloji\/#Programatik_Reklamcilik_ve_Dijital_Pazarlamada_Kullanilan_Onemli_Terminolojik_Terimler\" >Programatik Reklamc\u0131l\u0131k ve Dijital Pazarlamada Kullan\u0131lan \u00d6nemli Terminolojik Terimler<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/programatik-reklamcilikta-terminoloji\/#Kaynak_IAB_Turkiye_Interaktif_Reklamcilar_Dernegi\" >Kaynak: IAB T\u00fcrkiye (\u0130nteraktif Reklamc\u0131lar Derne\u011fi)<\/a><\/li><\/ul><\/nav><\/div>\n\r\n<p class=\"has-text-color has-medium-font-size has-vivid-cyan-blue-color\"><em><span style=\"color: #000000;\"><strong>Teknolojinin geli\u015fmesiyle birlikte dijital mecralar geli\u015fti. Dijital geli\u015firken sat\u0131n alma ve satma \u015feklimiz de\u011fi\u015fti ve de\u011fi\u015fmeye de devam edecek. Ba\u015flang\u0131\u00e7ta deneysel olarak hayat\u0131m\u0131za giren programatik reklamc\u0131l\u0131k hayat\u0131m\u0131z\u0131n bir par\u00e7as\u0131 oldu. Art\u0131k dijital medya sat\u0131n alan ve satan kurumlar i\u00e7in olmazsa olmaz bir ara\u00e7 haline d\u00f6n\u00fc\u015f\u00fcyor.<\/strong><\/span><\/em><\/p>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\" style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"Programatik_Reklamcilik_ve_Dijital_Pazarlamada_Kullanilan_Onemli_Terminolojik_Terimler\"><\/span><span style=\"color: #ff9900;\"><strong>Programatik Reklamc\u0131l\u0131k ve Dijital Pazarlamada Kullan\u0131lan \u00d6nemli Terminolojik Terimler<\/strong><\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n\r\n\r\n\r\n<p><strong>Ad-Exchange:<\/strong> Mecralar, yani internet siteleri ve Ad network\u2019lerin, envanteri sat\u0131n almak isteyen m\u00fc\u015fteri ve ajanslarla bulu\u015ftu\u011fu platform.<br \/><strong>Conversion:<\/strong> Kullan\u0131c\u0131n\u0131n bir reklama t\u0131klay\u0131p, istenilen aksiyonu ger\u00e7ekle\u015ftirmesini tan\u0131mlar. Performans\u0131 g\u00f6steren bir terimdir.<br \/><strong>CPA (Cost Per Action\/Acquisition):<\/strong> Kullan\u0131c\u0131n\u0131n reklama t\u0131klamas\u0131n\u0131n ard\u0131ndan ger\u00e7ekle\u015ftirdi\u011fi aksiyonunun, genelde de sat\u0131\u015f\u0131n ger\u00e7ekle\u015fmesinin maliyetidir.<br \/><strong>CPC (Cost Per Click):<\/strong> T\u0131klama ba\u015f\u0131 maliyettir.<br \/><strong>CPD (Cost Per Download):<\/strong> Kullan\u0131c\u0131n reklama t\u0131klayarak yaz\u0131l\u0131m veya uygulamay\u0131 cihaz\u0131na indirmesinin maliyetidir.<br \/><strong>CPI (Cost Per Install):<\/strong> Kullan\u0131c\u0131n\u0131n reklama t\u0131klamas\u0131n\u0131n ard\u0131ndan yaz\u0131l\u0131m veya uygulamay\u0131 indirerek cihaz\u0131na kurmas\u0131n\u0131n maliyetidir.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-32711 aligncenter\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2019\/04\/digital-marker_programmatic-reklamcilik.jpg\" alt=\"\" width=\"703\" height=\"404\" title=\"\"><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><strong>CPL (Cost Per Lead):<\/strong> Kullan\u0131c\u0131n\u0131n reklama t\u0131klamas\u0131n\u0131n ard\u0131ndan ger\u00e7ekle\u015ftirdi\u011fi form doldurma veya \u00fcyelik ger\u00e7ekle\u015ftirmesinin maliyetidir.<br \/><strong>CPM (Cost Per Mille):<\/strong> Reklam\u0131n 1000 kez g\u00f6r\u00fcnt\u00fclenme maliyetidir.<br \/><strong>CTR (Click Through Rate):<\/strong> Reklamlar\u0131n t\u0131klanma oran\u0131d\u0131r. \u00d6rne\u011fin; %1 CTR, g\u00f6sterilen her 100 reklamdan bir tanesinin bir kullan\u0131c\u0131 taraf\u0131ndan t\u0131kland\u0131\u011f\u0131 anlam\u0131na gelir.<br \/><strong>\u00c7oklu Ekran (Cross Screen):<\/strong> Bir reklam\u0131n birden fazla ekrandan kullan\u0131c\u0131ya ula\u015fmas\u0131d\u0131r. Bunun i\u00e7inde, TV, mobil, online platformlardaki banner, rich media ve video i\u00e7eren display reklamlar yer alabilir.<br \/><strong>Davran\u0131\u015fsal Hedefleme (Behavioral Targeting):<\/strong> Bir siteyi ziyaret eden kullan\u0131c\u0131n\u0131n hangi sayfalar\u0131 gezdi\u011fi, bu sayfalarda ne kadar s\u00fcre kald\u0131\u011f\u0131 \u00fczerine edinilen bilginin analiz edilmesi ve \u00e7\u0131kt\u0131s\u0131n\u0131n reklam kampanyalar\u0131nda hedefleme ama\u00e7l\u0131 kullan\u0131lmas\u0131d\u0131r.<br \/><strong>DCPM (Dynamic Cost Per Mille):<\/strong> RTB \u00fczerinden al\u0131nan g\u00f6sterim maliyetleri de\u011fi\u015fti\u011finden dinamik CPM\u2019i tan\u0131mlamak i\u00e7in kullan\u0131l\u0131r.<br \/><strong>Deal ID:<\/strong> Reklamveren ile yay\u0131nc\u0131 aralar\u0131nda anla\u015ft\u0131ktan sonra yay\u0131nc\u0131, iki sistemi entegre etmek i\u00e7in bir deal ID olu\u015fturur. Reklamverene veya trading desk\u2019e verilen bu ID ile reklamveren yay\u0131nc\u0131n\u0131n envanterinden premium ve direk olarak al\u0131m yapmaya ba\u015flar.<br \/><strong>Display:<\/strong> Belirli formatlardaki yaz\u0131 veya resmin kullan\u0131c\u0131ya g\u00f6sterilmesidir. Bu tarz reklamlara banner ad\u0131 verilir ve genelde standart \u00f6l\u00e7\u00fcler kullan\u0131l\u0131r. Kullan\u0131c\u0131 sayfay\u0131 y\u00fckledi\u011finde ya sayfada sabit olarak durur ya da bir animasyon i\u00e7erir.<br \/><strong>DMP:<\/strong> Kullan\u0131c\u0131 verisinin s\u0131n\u0131fland\u0131r\u0131lmas\u0131yla olu\u015fturulur. Bu bilgi markan\u0131n kendi reklam stratejilerinin olu\u015fturulmas\u0131nda ve\/veya sitelerinin daha do\u011fru bir \u015fekilde y\u00f6netilmesinde kullan\u0131l\u0131r.<br \/><strong>DSP (Demand Side Platform):<\/strong> Trading desk\u2019ler taraf\u0131ndan reklamveren ad\u0131na sat\u0131n alma yapmak amac\u0131yla kullan\u0131lan teknoloji ve bunu sa\u011flayan \u015firkettir.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-32713 aligncenter\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2019\/04\/digital-marker_programmatic-reklamcilik-2.jpg\" alt=\"\" width=\"741\" height=\"420\" title=\"\"><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><strong>ECPM (Effective Cost Per Mille):<\/strong> 1000 g\u00f6sterimin ortalama maliyetini g\u00f6sterir. Programatik al\u0131mlarda her g\u00f6sterim farkl\u0131 maliyetle yap\u0131labildi\u011fi i\u00e7in effektif bin g\u00f6sterim ba\u015f\u0131 maliyeti tan\u0131mlamak i\u00e7in kullan\u0131l\u0131r.<br \/><strong>G\u00f6sterim S\u0131kl\u0131\u011f\u0131 (Frequency Cap):<\/strong> Bir reklam\u0131n her bir kullan\u0131c\u0131ya g\u00fcn i\u00e7inde veya saat ba\u015f\u0131 ne kadar g\u00f6sterildi\u011fini belirtir.<br \/><strong>First Party Data:<\/strong> Belirli bir hedef kitleye daha sonraki yay\u0131nlarda ula\u015fmak veya yeniden hedefleme (retargeting) yapmak i\u00e7in \u00e7erezler yoluyla site taraf\u0131ndan toplanan veridir.<br \/><strong>Kullan\u0131c\u0131 Hedeflemesi (Audince Targeting):<\/strong> Kullan\u0131c\u0131n\u0131n hangi taray\u0131c\u0131y\u0131 ve dili kulland\u0131\u011f\u0131, bulundu\u011fu co\u011frafya gibi bilgiler edinilmesi ve bunlar\u0131n reklam kampanyalar\u0131nda hedefleme ama\u00e7l\u0131 kullan\u0131lmas\u0131d\u0131r.<br \/><strong>Marka G\u00fcvenli\u011fi (Brand Satefy):<\/strong> Reklamlar\u0131n, marka g\u00fcvenli\u011fi i\u00e7in risk olu\u015fturmayacak i\u00e7eriklerde veya sitelerde yay\u0131nlanmas\u0131d\u0131r. Kullan\u0131c\u0131n\u0131n marka g\u00fcvenli\u011fi i\u00e7in risk olu\u015fturabilecek nefret, porno gibi i\u00e7eriklerle markay\u0131 \u00f6zde\u015fle\u015ftirmesini engeller.<br \/><strong>Optimizasyon:<\/strong> Bir reklam kampanyas\u0131n\u0131n performans\u0131n\u0131 artt\u0131rmak i\u00e7in elde edilen kullan\u0131c\u0131 verisi ve tekrar eden kullan\u0131c\u0131 davran\u0131\u015flar\u0131n\u0131n analiz edilerek, kampanyan\u0131n veya yay\u0131nlar\u0131n revize edilmesidir.<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-32715 aligncenter\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2019\/04\/digital-marker_programmatic-reklamcilik-3.jpg\" alt=\"\" width=\"692\" height=\"482\" title=\"\"><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<p><strong>Programatic Direct:<\/strong> Geneleksel al\u0131ma \u00e7ok benzeyen programatic direct yay\u0131nc\u0131 ile reklamverenin ileti\u015fime ge\u00e7erek, net bir birim maliyet \u00fczerinden programatik olarak premium envanter al\u0131m sat\u0131m\u0131 yapmas\u0131d\u0131r.<br \/><strong>Programatik RTB:<\/strong> Teklif verme metodu ile milisaniyeler i\u00e7inde her bir g\u00f6sterim i\u00e7in fiyat vermeyi m\u00fcmk\u00fcn k\u0131lan sat\u0131n alma y\u00f6ntemidir.<br \/><strong>Premium:<\/strong> Yay\u0131nc\u0131n\u0131n arz-talep dengesini g\u00f6zeterek fiyat\u0131n\u0131 belirledi\u011fi envanter ya da i\u00e7eriktir.<br \/><strong>Retargeting:<\/strong> Belirli bir \u00fcr\u00fcne daha \u00f6nceden ilgi g\u00f6stermi\u015f olan kullan\u0131c\u0131 grubuna tekrar reklam g\u00f6sterimi yap\u0131lmas\u0131d\u0131r. Kullan\u0131c\u0131lar ikinci hedeflemede farkl\u0131 bir mesaj ile siteye ve \u00fcr\u00fcne bir kez daha \u00e7ekilebilir.<br \/><strong>SSP (Sell Side Platform):<\/strong> Yay\u0131nc\u0131 veya ad network\u2019lerin envanterlerini programatik yoluyla satmak i\u00e7in kulland\u0131\u011f\u0131 teknolojidir.<br \/><strong>Third Party Data:<\/strong> \u2018Son \u00fc\u00e7 ay i\u00e7inde u\u00e7ak bileti bakm\u0131\u015f olanlar\u2019 \u00f6rne\u011findeki gibi ba\u015fka \u015firketler vas\u0131tas\u0131 ile toplanm\u0131\u015f ve onlardan sat\u0131n al\u0131nan hedef kitle verisidir.<br \/><strong>Trading Desk (Sat\u0131n Alma Platformu):<\/strong> Reklamverenler ad\u0131na DSP y\u00f6netimini yapan firmad\u0131r.<\/p>\r\n\r\n\r\n\r\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Kaynak_IAB_Turkiye_Interaktif_Reklamcilar_Dernegi\"><\/span><strong>Kaynak: <\/strong><a href=\"http:\/\/www.iabturkiye.org\/\" target=\"_blank\" rel=\"noopener\"><strong>IAB T\u00fcrkiye (\u0130nteraktif Reklamc\u0131lar Derne\u011fi)<\/strong><\/a><span class=\"ez-toc-section-end\"><\/span><\/h4>\r\n","protected":false},"excerpt":{"rendered":"<p>Teknolojinin geli\u015fmesiyle birlikte dijital mecralar geli\u015fti. Dijital geli\u015firken sat\u0131n alma ve satma \u015feklimiz de\u011fi\u015fti ve de\u011fi\u015fmeye de devam edecek. Ba\u015flang\u0131\u00e7ta deneysel olarak hayat\u0131m\u0131za giren programatik reklamc\u0131l\u0131k hayat\u0131m\u0131z\u0131n bir par\u00e7as\u0131 oldu. Art\u0131k dijital medya sat\u0131n alan ve satan kurumlar i\u00e7in olmazsa olmaz bir ara\u00e7 haline d\u00f6n\u00fc\u015f\u00fcyor.<\/p>\n","protected":false},"author":1,"featured_media":35194,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[638,1505,1489,1501,1481],"tags":[1473,1495,1493,1485],"class_list":["post-32710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-tr","category-dijital-medya","category-dijital-pazarlama","category-e-ticaret","category-programatik-reklamcilik","tag-digital-marker-tr","tag-dijital-pazarlama","tag-performans-pazarlama","tag-programatik-reklamcilik"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/32710","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=32710"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/32710\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/35194"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=32710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=32710"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=32710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}