後Cookie時代的致勝關鍵：「商務受眾」為何是媒體與廣告主的下一個浪潮？

根據Ad Tech Explained分享關於Commerce Audiences的趨勢報導，將是廣告技術的下一個浪潮，更是媒體科技公司實現差異化與業務增長的關鍵路徑。

隨著美國商務媒體市場預計在2027年突破1000億美元大關，真正的價值不僅存在於零售媒體網絡的圍牆花園內，更在於開放網路中，那裡充滿了待開發的數據潛力。

商務受眾的核心，是從用戶真實的購物意圖（搜尋、互動、購買行為）出發，提供一種遠比傳統人口統計標籤更為精準、且兼顧隱私安全的目標鎖定方式。

對於媒體服務經營者，這是一個絕佳的機會，擁有寶貴的第一方數據以及豐富的「內容情境」。試想，一位正在閱讀最新手機評測文章的讀者，其購買意圖遠比被貼上特定興趣標籤的廣泛受眾要強烈得多。

媒體與發布商若要抓住這波紅利，必須採取行動：

#加速第一方數據基礎設施建設

高效、合規地整合用戶在我們自有內容生態中的行為數據，將其轉化為策略資產。

#投入商務受眾產品研發

開發基於「意圖」和「內容情境」的受眾解決方案，提供可量化的廣告成效 (ROAS)。

#積極拓展生態系合作

與電商、品牌、技術夥伴及代理商建立戰略聯盟，共同打造一個數據價值共享的開放網路生態。

#持續推廣與教育市場

向合作夥伴闡明，結合了內容情境的第一方數據，如何在隱私至上的時代，創造出更卓越的廣告效益。

「商務受眾」代表了從廣泛觸及到精準溝通的典範轉移。現在正是我們利用自身獨特優勢，為廣告主提供更高效能、為發布商創造更高價值的最佳時機。

#AdTechExplained #AdTech #CommerceAudiences #CommerceMedia #media #FirstPartyData #DigitalMarketing #PublisherMonetization #DataStrategy #TNLMediagene #ROAS #EC #電商 #商務受眾 #廣告科技 #商務媒體 #第一方數據

source:

https://www.adtechexplained.com/p/commerce-audiences-explained

Based on a trend report on Commerce Audiences from Ad Tech Explained, this is more than just the next wave in advertising technology—it's a critical path for media tech companies to achieve differentiation and business growth.

With the U.S. commerce media market projected to surpass $100 billion by 2027, the real value lies not just within the "walled gardens" of retail media networks, but in the open internet, which holds immense untapped data potential.

The core of Commerce Audiences is an approach that moves beyond traditional demographic tags. It focuses on users' real purchase intent—gleaned from their searches, interactions, and buying behaviors—to enable targeting that is far more precise and privacy-safe.

For media operators and publishers, this presents a golden opportunity. We possess valuable first-party data and rich "content context." For instance, a reader engaging with an article reviewing the latest smartphone has a much stronger purchase intent than a broad audience member simply tagged with a generic interest.

To capitalize on this trend, media companies and publishers must take action:

#Accelerate First-Party Data Infrastructure 

Efficiently and compliantly integrate user behavior data from our own content ecosystem, transforming it into a strategic asset.

#Invest in Commerce Audience Product Development 

Develop audience solutions based on "intent" and "content context" to deliver measurable return on ad spend (ROAS).

#Actively Expand Ecosystem Partnerships 

Build strategic alliances with e-commerce platforms, brands, tech partners, and agencies to create an open internet ecosystem built on shared data value.

#Continuously Promote and Educate the Market 

Clearly articulate to partners how first-party data, enriched with content context, drives superior advertising outcomes in a privacy-first world.

"Commerce Audiences" represent a paradigm shift from broad reach to precise communication. The time is now to leverage our unique advantages to deliver higher performance for advertisers and create greater value for publishers.