{"id":44612,"date":"2025-12-24T16:38:23","date_gmt":"2025-12-24T13:38:23","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=44612"},"modified":"2026-01-03T16:53:10","modified_gmt":"2026-01-03T13:53:10","slug":"connected-tvde-kisisellestirilmis-reklam-deneyimi","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/","title":{"rendered":"Connected TV\u2019de Ki\u015fiselle\u015ftirilmi\u015f Reklam Deneyimi"},"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-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#CTVde_Kisisellestirme_Ne_Anlama_Geliyor\" >CTV\u2019de Ki\u015fiselle\u015ftirme Ne Anlama Geliyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#Hane_ve_Cihaz_Mantigi\" >Hane ve Cihaz Mant\u0131\u011f\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#Dinamik_Kreatifler_CTVde_Nasil_Calisir\" >Dinamik Kreatifler CTV\u2019de Nas\u0131l \u00c7al\u0131\u015f\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#Icerik_Baglami_ve_Anlamli_Eslesme\" >\u0130\u00e7erik Ba\u011flam\u0131 ve Anlaml\u0131 E\u015fle\u015fme<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#Gizlilik_ve_Sinirlar\" >Gizlilik ve S\u0131n\u0131rlar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.markergroupe.com\/tr\/connected-tvde-kisisellestirilmis-reklam-deneyimi\/#Kisisellestirmenin_Gercek_Katkisi_Nerede\" >Ki\u015fiselle\u015ftirmenin Ger\u00e7ek Katk\u0131s\u0131 Nerede?<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Connected TV (CTV), uzun s\u00fcre \u201cdijital televizyon\u201d olarak tan\u0131mland\u0131. Bug\u00fcn ise as\u0131l fark\u0131n\u0131 yaratan \u015fey ekran\u0131n kendisi de\u011fil, veriyle kurdu\u011fu ili\u015fki. CTV\u2019yi ki\u015fiselle\u015ftirilmi\u015f reklamc\u0131l\u0131k a\u00e7\u0131s\u0131ndan de\u011ferli k\u0131lan da tam olarak bu: b\u00fcy\u00fck ekran + dijital hedefleme + \u00f6l\u00e7\u00fclebilirlik.<\/p>\n\n\n\n<p>Ancak ki\u015fiselle\u015ftirme, CTV taraf\u0131nda \u00e7o\u011fu zaman yanl\u0131\u015f anla\u015f\u0131l\u0131yor. Burada birebir kullan\u0131c\u0131 takibi ya da bireysel kimlikler s\u00f6z konusu de\u011fil; hane, cihaz ve ba\u011flam temelli ak\u0131ll\u0131 e\u015fle\u015fmeler var.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ctv-de-kisisellestirme-ne-anlama-geliyor\"><span class=\"ez-toc-section\" id=\"CTVde_Kisisellestirme_Ne_Anlama_Geliyor\"><\/span>CTV\u2019de Ki\u015fiselle\u015ftirme Ne Anlama Geliyor?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV\u2019de ki\u015fiselle\u015ftirme, mobil veya web\u2019deki gibi bireysel kullan\u0131c\u0131 seviyesinde \u00e7al\u0131\u015fmaz. Bunun yerine:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hane bazl\u0131 hedefleme<\/li>\n\n\n\n<li>Cihaz t\u00fcr\u00fc ve platform sinyalleri<\/li>\n\n\n\n<li>\u0130\u00e7erik ba\u011flam\u0131 (izlenen program, kategori, zaman)<\/li>\n\n\n\n<li>Co\u011frafi ve davran\u0131\u015fsal k\u00fcmeler<\/li>\n<\/ul>\n\n\n\n<p>\u00fczerinden ilerler.<\/p>\n\n\n\n<p>Ama\u00e7, ekrana gelen mesaj\u0131n:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>o evin,<\/li>\n\n\n\n<li>o anki izleme ba\u011flam\u0131n\u0131n,<\/li>\n\n\n\n<li>ve olas\u0131 ilgi alanlar\u0131n\u0131n<\/li>\n<\/ul>\n\n\n\n<p>daha isabetli bir yans\u0131mas\u0131 olmas\u0131d\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hane-ve-cihaz-mantigi\"><span class=\"ez-toc-section\" id=\"Hane_ve_Cihaz_Mantigi\"><\/span>Hane ve Cihaz Mant\u0131\u011f\u0131<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV ekosisteminde reklam hedeflemenin temel birimi \u00e7o\u011funlukla hanedir. Ak\u0131ll\u0131 TV\u2019ler, streaming cihazlar\u0131 ve platformlar reklam sinyallerini:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>IP adresi<\/li>\n\n\n\n<li>Cihaz ID\u2019leri<\/li>\n\n\n\n<li>Platform i\u00e7i anonim tan\u0131mlay\u0131c\u0131lar<\/li>\n<\/ul>\n\n\n\n<p>\u00fczerinden \u00fcretir.<\/p>\n\n\n\n<p>Bu yap\u0131, reklamverenlere:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>demografik tahminler,<br><\/li>\n\n\n\n<li>ilgi alan\u0131 k\u00fcmeleri,<\/li>\n\n\n\n<li>ya\u015fam tarz\u0131 segmentleri<\/li>\n<\/ul>\n\n\n\n<p>gibi modellerle \u00e7al\u0131\u015fma imk\u00e2n\u0131 sunar. Ancak bu modeller olas\u0131l\u0131ksald\u0131r, kesin bireysel veri i\u00e7ermez.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-a165d92\" id=\"gspb_image-id-gsbp-a165d92\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2026\/01\/Connected-TVde-Kisisellestirilmis-Reklam-Deneyimi.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"734\" height=\"492\" title=\"\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"dinamik-kreatifler-ctv-de-nasil-calisir\"><span class=\"ez-toc-section\" id=\"Dinamik_Kreatifler_CTVde_Nasil_Calisir\"><\/span>Dinamik Kreatifler CTV\u2019de Nas\u0131l \u00c7al\u0131\u015f\u0131r?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV\u2019de ki\u015fiselle\u015ftirmenin bir di\u011fer boyutu kreatiftir. Dinamik kreatif optimizasyonu (DCO):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lokasyona g\u00f6re mesaj de\u011fi\u015fimi<\/li>\n\n\n\n<li>Zaman dilimine g\u00f6re farkl\u0131 \u00e7a\u011fr\u0131 metinleri<\/li>\n\n\n\n<li>\u0130\u00e7erik t\u00fcr\u00fcne g\u00f6re tonlama<\/li>\n\n\n\n<li>Kampanya a\u015famas\u0131na g\u00f6re teklif vurgusu<\/li>\n<\/ul>\n\n\n\n<p>gibi varyasyonlarla \u00e7al\u0131\u015f\u0131r.<\/p>\n\n\n\n<p>\u00d6rne\u011fin ayn\u0131 reklam:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>hafta i\u00e7i ak\u015fam saatlerinde daha bilgilendirici,<\/li>\n\n\n\n<li>hafta sonu ise daha promosyon odakl\u0131 olabilir.<\/li>\n<\/ul>\n\n\n\n<p>Bu, tek bir kreatifin onlarca farkl\u0131 senaryoda \u00e7al\u0131\u015fmas\u0131n\u0131 sa\u011flar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"icerik-baglami-ve-anlamli-eslesme\"><span class=\"ez-toc-section\" id=\"Icerik_Baglami_ve_Anlamli_Eslesme\"><\/span>\u0130\u00e7erik Ba\u011flam\u0131 ve Anlaml\u0131 E\u015fle\u015fme<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV\u2019de ki\u015fiselle\u015ftirmenin en g\u00fcvenli ve etkili yollar\u0131ndan biri ba\u011flamsal hedeflemedir.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Spor i\u00e7eri\u011fi izlenen bir ortamda farkl\u0131,<\/li>\n\n\n\n<li>Haber veya e\u011flence i\u00e7eriklerinde farkl\u0131 mesajlar \u00e7al\u0131\u015f\u0131r.<\/li>\n<\/ul>\n\n\n\n<p>Buradaki avantaj:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gizlilik riskinin d\u00fc\u015f\u00fck olmas\u0131<\/li>\n\n\n\n<li>\u0130\u00e7eri\u011fe do\u011fal uyum<\/li>\n\n\n\n<li>Kullan\u0131c\u0131 deneyimini bozmadan etki yaratmas\u0131<\/li>\n<\/ul>\n\n\n\n<p>Ba\u011flam, \u00f6zellikle \u00e7erezsiz gelecekte CTV\u2019nin en g\u00fc\u00e7l\u00fc ki\u015fiselle\u015ftirme ara\u00e7lar\u0131ndan biri olmaya devam edecek.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"gizlilik-ve-sinirlar\"><span class=\"ez-toc-section\" id=\"Gizlilik_ve_Sinirlar\"><\/span>Gizlilik ve S\u0131n\u0131rlar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>CTV\u2019de ki\u015fiselle\u015ftirme g\u00fc\u00e7l\u00fcd\u00fcr ama s\u0131n\u0131rs\u0131z de\u011fildir.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bireysel kullan\u0131c\u0131 isimleri veya ki\u015fisel veriler hedeflenmez<\/li>\n\n\n\n<li>Platform politikalar\u0131 ve b\u00f6lgesel reg\u00fclasyonlar belirleyicidir<\/li>\n\n\n\n<li>Ki\u015fiselle\u015ftirme, tahmine ve modellemeye dayan\u0131r<\/li>\n<\/ul>\n\n\n\n<p>Bu nedenle do\u011fru beklenti \u015fudur:<br>CTV, \u201cseni tan\u0131yorum\u201d de\u011fil, \u201cseni do\u011fru ba\u011flamda yakal\u0131yorum\u201d diyen bir mecrad\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"kisisellestirmenin-gercek-katkisi-nerede\"><span class=\"ez-toc-section\" id=\"Kisisellestirmenin_Gercek_Katkisi_Nerede\"><\/span>Ki\u015fiselle\u015ftirmenin Ger\u00e7ek Katk\u0131s\u0131 Nerede?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Do\u011fru kurguland\u0131\u011f\u0131nda ki\u015fiselle\u015ftirilmi\u015f CTV reklamlar\u0131:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Daha d\u00fc\u015f\u00fck frekansla daha y\u00fcksek hat\u0131rlanma<\/li>\n\n\n\n<li>Mesaj yorgunlu\u011funun azalmas\u0131<\/li>\n\n\n\n<li>Di\u011fer dijital kanallarda performans art\u0131\u015f\u0131<\/li>\n\n\n\n<li>Marka alg\u0131s\u0131nda tutarl\u0131l\u0131k<\/li>\n<\/ul>\n\n\n\n<p>sa\u011flar.<\/p>\n\n\n\n<p>Buradaki ba\u015far\u0131, hedeflemenin ne kadar dar oldu\u011fu de\u011fil; ne kadar anlaml\u0131 oldu\u011fu ile \u00f6l\u00e7\u00fcl\u00fcr.<\/p>\n\n\n\n<p><strong><em>Marker Groupe\u2019un geli\u015ftirme hizmetleri hakk\u0131nda bilgi edinmek i\u00e7in bizimle&nbsp;<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\">MarkerGroupe.com<\/a>&nbsp;web sitesi veya&nbsp;<a>hello@markergroupe.com<\/a>&nbsp; e-posta adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Connected TV (CTV), uzun s\u00fcre \u201cdijital televizyon\u201d olarak tan\u0131mland\u0131. Bug\u00fcn ise as\u0131l fark\u0131n\u0131 yaratan \u015fey ekran\u0131n kendisi de\u011fil, veriyle kurdu\u011fu ili\u015fki. CTV\u2019yi ki\u015fiselle\u015ftirilmi\u015f reklamc\u0131l\u0131k a\u00e7\u0131s\u0131ndan de\u011ferli k\u0131lan da tam olarak bu: b\u00fcy\u00fck ekran + dijital hedefleme + \u00f6l\u00e7\u00fclebilirlik. Ancak ki\u015fiselle\u015ftirme, CTV taraf\u0131nda \u00e7o\u011fu zaman yanl\u0131\u015f anla\u015f\u0131l\u0131yor. Burada birebir kullan\u0131c\u0131 takibi ya da bireysel kimlikler s\u00f6z [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":44613,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-a165d92 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1505],"tags":[2571,2070],"class_list":["post-44612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-medya","tag-connected-tv-ctv","tag-dijital-medya"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44612","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=44612"}],"version-history":[{"count":1,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44612\/revisions"}],"predecessor-version":[{"id":44615,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/44612\/revisions\/44615"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/44613"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=44612"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=44612"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=44612"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}