{"id":44471,"date":"2025-12-17T17:21:29","date_gmt":"2025-12-17T14:21:29","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44471"},"modified":"2025-12-22T09:22:35","modified_gmt":"2025-12-22T06:22:35","slug":"3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/","title":{"rendered":"3rd Party Cookie Sonras\u0131 Pazarlama Ne Y\u00f6ne Gidiyor?"},"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-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/#Google_Chrome_Cephesinde_Ne_Oluyor\" >Google Chrome Cephesinde Ne Oluyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/#Pazarlama_Stratejileri_Nasil_Etkilenebilir\" >Pazarlama Stratejileri Nas\u0131l Etkilenebilir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/#First-Party_Data_Neden_Daha_Fazla_Konusuluyor\" >First-Party Data Neden Daha Fazla Konu\u015fuluyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/#Reklam_Ekosistemi_Yeniden_Sekilleniyor\" >Reklam Ekosistemi Yeniden \u015eekilleniyor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/3rd-party-cookie-sonrasi-pazarlama-ne-yone-gidiyor\/#Kesin_Bir_Sonuctan_Cok_Net_Bir_Yon\" >Kesin Bir Sonu\u00e7tan \u00c7ok, Net Bir Y\u00f6n<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Dijital pazarlama d\u00fcnyas\u0131nda \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezler (3rd party cookies) uzun s\u00fcredir hedefleme, \u00f6l\u00e7\u00fcmleme ve ki\u015fiselle\u015ftirme stratejilerinin temelini olu\u015fturuyor. Google\u2019\u0131n Chrome taray\u0131c\u0131s\u0131nda bu \u00e7erezlere y\u00f6nelik planlar\u0131 ise son y\u0131llarda s\u0131k s\u0131k g\u00fcndeme gelirken, net bir takvimden \u00e7ok <strong>belirsizlik ve d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci<\/strong> \u00f6n plana \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<p>Bu durum, \u201c\u00e7erezsiz d\u00f6nem\u201d kavram\u0131n\u0131 kesin bir sonu\u00e7tan ziyade, <strong>kademeli bir de\u011fi\u015fim s\u00fcreci<\/strong> olarak ele almay\u0131 gerektiriyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"google-chrome-cephesinde-ne-oluyor\"><span class=\"ez-toc-section\" id=\"Google_Chrome_Cephesinde_Ne_Oluyor\"><\/span><strong>Google Chrome Cephesinde Ne Oluyor?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google, kullan\u0131c\u0131 gizlili\u011fini art\u0131rma hedefiyle \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezlerin rol\u00fcn\u00fc azaltmaya y\u00f6nelik \u00e7e\u015fitli ad\u0131mlar \u00fczerinde \u00e7al\u0131\u015f\u0131yor. Ancak bu ad\u0131mlar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Birden fazla kez <strong>ertelendi<\/strong>,<\/li>\n\n\n\n<li>Farkl\u0131 senaryolarla <strong>yeniden \u015fekillendirildi<\/strong>,<\/li>\n\n\n\n<li>Ve tamamen kald\u0131rmadan ziyade <strong>kullan\u0131c\u0131 tercihine dayal\u0131 modeller<\/strong> \u00fczerinden ele al\u0131nmaya ba\u015fland\u0131.<\/li>\n<\/ul>\n\n\n\n<p>Bu da pazarlama d\u00fcnyas\u0131nda kesin bir \u201cson\u201dtan \u00e7ok, <strong>al\u0131\u015fkanl\u0131klar\u0131n de\u011fi\u015fti\u011fi bir ge\u00e7i\u015f d\u00f6nemine<\/strong> i\u015faret ediyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"pazarlama-stratejileri-nasil-etkilenebilir\"><span class=\"ez-toc-section\" id=\"Pazarlama_Stratejileri_Nasil_Etkilenebilir\"><\/span><strong>Pazarlama Stratejileri Nas\u0131l Etkilenebilir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>3rd party cookie\u2019lerin etkisinin azalmas\u0131 ihtimali, markalar\u0131 \u015fimdiden yeni yakla\u015f\u0131mlar \u00fczerine d\u00fc\u015f\u00fcnmeye zorluyor:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Hedefleme y\u00f6ntemleri<\/strong> daha s\u0131n\u0131rl\u0131 h\u00e2le gelebilir<\/li>\n\n\n\n<li><strong>Performans \u00f6l\u00e7\u00fcmleme<\/strong> ve attribution modelleri yeniden ele al\u0131nabilir<\/li>\n\n\n\n<li>Ki\u015fiselle\u015ftirme stratejileri, farkl\u0131 veri kaynaklar\u0131na kayabilir<\/li>\n<\/ul>\n\n\n\n<p>Bu noktada belirsizlik, ayn\u0131 zamanda markalar i\u00e7in <strong>stratejik bir haz\u0131rl\u0131k f\u0131rsat\u0131<\/strong> sunuyor.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-a816186\" id=\"gspb_image-id-gsbp-a816186\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/12\/3rd-Party-Cookie-Sonrasi-Pazarlama-Ne-Yone-Gidiyor-scaled.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"2560\" height=\"1396\" title=\"\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"first-party-data-neden-daha-fazla-konusuluyor\"><span class=\"ez-toc-section\" id=\"First-Party_Data_Neden_Daha_Fazla_Konusuluyor\"><\/span><strong>First-Party Data Neden Daha Fazla Konu\u015fuluyor?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u00c7erez tart\u0131\u015fmalar\u0131yla birlikte, markalar\u0131n kendi toplad\u0131\u011f\u0131 verilere (first-party data) olan ilgisi h\u0131zla art\u0131yor. Web sitesi etkile\u015fimleri, CRM verileri, \u00fcyelik sistemleri ve kullan\u0131c\u0131 izinleri:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Daha s\u00fcrd\u00fcr\u00fclebilir,<\/li>\n\n\n\n<li>Daha \u015feffaf,<\/li>\n\n\n\n<li>Reg\u00fclasyonlara daha uyumlu<\/li>\n<\/ul>\n\n\n\n<p>bir veri ekosistemi kurman\u0131n temel ta\u015flar\u0131 olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"reklam-ekosistemi-yeniden-sekilleniyor\"><span class=\"ez-toc-section\" id=\"Reklam_Ekosistemi_Yeniden_Sekilleniyor\"><\/span><strong>Reklam Ekosistemi Yeniden \u015eekilleniyor<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google\u2019\u0131n Privacy Sandbox gibi alternatif \u00e7\u00f6z\u00fcmler \u00fczerinde \u00e7al\u0131\u015fmas\u0131, sekt\u00f6r\u00fcn tamamen durmad\u0131\u011f\u0131n\u0131; aksine <strong>yeni standartlar arad\u0131\u011f\u0131n\u0131<\/strong> g\u00f6steriyor. Ancak bu \u00e7\u00f6z\u00fcmlerin ne \u00f6l\u00e7\u00fcde yayg\u0131nla\u015faca\u011f\u0131 ve reklam performans\u0131n\u0131 nas\u0131l etkileyece\u011fi h\u00e2l\u00e2 tart\u0131\u015fma konusu.<\/p>\n\n\n\n<p>Bu nedenle markalar i\u00e7in en sa\u011fl\u0131kl\u0131 yakla\u015f\u0131m, tek bir senaryoya ba\u011fl\u0131 kalmak yerine <strong>esnek ve \u00e7ok kanall\u0131 stratejiler<\/strong> geli\u015ftirmek olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"kesin-bir-sonuctan-cok-net-bir-yon\"><span class=\"ez-toc-section\" id=\"Kesin_Bir_Sonuctan_Cok_Net_Bir_Yon\"><\/span><strong>Kesin Bir Sonu\u00e7tan \u00c7ok, Net Bir Y\u00f6n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u201c\u00c7erezsiz d\u00f6nem\u201d ifadesi bug\u00fcn i\u00e7in kesin bir tarih ya da mutlak bir sonu\u00e7tan ziyade, dijital pazarlaman\u0131n <strong>gizlilik, veri kullan\u0131m\u0131 ve \u00f6l\u00e7\u00fcmleme ekseninde d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc<\/strong> tan\u0131ml\u0131yor.<\/p>\n\n\n\n<p>\u00d6n\u00fcm\u00fczdeki d\u00f6nemde kazanan markalar;<br>de\u011fi\u015fime erken adapte olan,<br>veri stratejisini \u00e7e\u015fitlendiren<br>ve kullan\u0131c\u0131 g\u00fcvenini merkeze alan yap\u0131lar olacak gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n\n\n\n<p><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em><strong><em>Marker Groupe\u2019un geli\u015ftirme hizmetleri hakk\u0131nda bilgi edinmek i\u00e7in bizimle\u00a0<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\">MarkerGroupe.com<\/a>\u00a0web sitesi veya\u00a0<a>hello@markergroupe.com<\/a>\u00a0 e-posta adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dijital pazarlama d\u00fcnyas\u0131nda \u00fc\u00e7\u00fcnc\u00fc taraf \u00e7erezler (3rd party cookies) uzun s\u00fcredir hedefleme, \u00f6l\u00e7\u00fcmleme ve ki\u015fiselle\u015ftirme stratejilerinin temelini olu\u015fturuyor. Google\u2019\u0131n Chrome taray\u0131c\u0131s\u0131nda bu \u00e7erezlere y\u00f6nelik planlar\u0131 ise son y\u0131llarda s\u0131k s\u0131k g\u00fcndeme gelirken, net bir takvimden \u00e7ok belirsizlik ve d\u00f6n\u00fc\u015f\u00fcm s\u00fcreci \u00f6n plana \u00e7\u0131k\u0131yor. Bu durum, \u201c\u00e7erezsiz d\u00f6nem\u201d kavram\u0131n\u0131 kesin bir sonu\u00e7tan ziyade, kademeli bir de\u011fi\u015fim [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44472,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-a816186 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1489],"tags":[1495,1475],"class_list":["post-44471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama","tag-dijital-pazarlama","tag-google"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44471","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=44471"}],"version-history":[{"count":2,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44471\/revisions"}],"predecessor-version":[{"id":44475,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44471\/revisions\/44475"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44472"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44471"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44471"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44471"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}