{"id":2557,"date":"2019-07-18T12:30:00","date_gmt":"2019-07-18T09:30:00","guid":{"rendered":"https:\/\/webanalyst.ro\/?p=2557"},"modified":"2019-07-18T12:30:02","modified_gmt":"2019-07-18T09:30:02","slug":"display-video","status":"publish","type":"post","link":"https:\/\/webanalyst.ro\/blog\/2019\/display-video\/","title":{"rendered":"Ce e \u0219ocant \u00een DoubleClick"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">S\u0103pt\u0103m\u00e2na aceasta am primit un email de la o agen\u021bie global\u0103 (din afara Rom\u00e2niei) despre un mic update \u00een <strong>Google Display &amp; Video 360<\/strong>. Pentru c\u0103 este perioad\u0103 de concedii \u0219i suntem mai relaxa\u021bi, \u00eemp\u0103rt\u0103\u0219esc cu voi aceast\u0103 \u0219tire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pentru cine nu \u0219tie, Display &amp; Video 360 se nume\u0219te \u00een prezent produsul pe care \u00eel \u0219tiam anterior ca <strong>DoubleClick Bid Manager<\/strong>. Pentru context, Google prezint\u0103 acum produsele sale premium pentru marketing, adic\u0103 fostele suite <a rel=\"noreferrer noopener\" aria-label=\"DoubleClick (se deschide \u00eentr-o fil\u0103 nou\u0103)\" href=\"https:\/\/webanalyst.ro\/blog\/2015\/doubleclick-advertisers\/\" target=\"_blank\">DoubleClick<\/a> \u0219i <a href=\"https:\/\/webanalyst.ro\/blog\/2016\/google-analytics-360-suite\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Analytics Premium (se deschide \u00eentr-o fil\u0103 nou\u0103)\">Analytics Premium<\/a>, \u00eentr-un pachet comun, numit <strong>Google Marketing Platform<\/strong>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Revenind la \u0219tire, Google \u00eent\u0103re\u0219te siguran\u021ba brandurilor care se promoveaz\u0103 prin Display &amp; Video 360 ad\u0103ug\u00e2nd o nou\u0103 categorie de con\u021binut sensibil &#8211; <strong>con\u021binutul \u0219ocant<\/strong>. Acesta este definit ca orice con\u021binut care poate provoca \u0219oc sau \u00eengrijorare, iar ca exemple sunt oferite \u0219tirile violente, \u0219tirile senza\u021bionale (aici intr\u0103 \u0219i anumite campanii de PR!) sau umorul legat de&#8230; toalete. Defini\u021bia, deloc strict\u0103, va permite excluderea unor pagini web foarte variate, care erau greu de inclus p\u00e2n\u0103 acum \u00eentr-o categorie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">DV360 a ajuns la 17 categorii de con\u021binut sensibil, pe care advertiserii le pot exclude din campaniile proprii. De notat c\u0103 este nevoie de ac\u021biunea celor care administreaz\u0103 campaniile pentru a exclude aceste categorii din campanii, deci acest lucru nu se \u00eent\u00e2mpl\u0103 automat. Printre aceste categorii reg\u0103sim con\u021binut pentru adul\u021bi, discriminare, download de fi\u0219iere audio \/ video, arme, jocuri de noroc, blasfemie \u0219i profanare, droguri, alcool, tutun (inclusiv acesorii, precum scrumiere), politic\u0103, religie, tragedii, accidente de transport \u0219i cam orice subiect sensibil social sau care provoac\u0103 dezbateri aprinse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Observ\u0103m c\u0103 lista op\u021biunilor oferite spre excludere este cuprinz\u0103toare \u0219i las\u0103 loc pentru Google s\u0103 exclud\u0103 multe pagini web de la monetizarea prin publicitate. Nu este de mirare, av\u00e2nd \u00een vedere scandalurile care au avut loc \u00een ultimii ani privind protec\u021bia brandurilor de la apari\u021bia l\u00e2ng\u0103 con\u021binut deranjant, \u00een special \u00een cazul con\u021binutului produs sau publicat de utilizatori (\u00een special \u00een social media).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mi-ar pl\u0103cea s\u0103 avem acelea\u0219i op\u021biuni \u00een toate re\u021belele de publicitate online. \u00cen prezent, nu le avem nici \u00een toate re\u021belele din curtea Google (m\u0103 g\u00e2ndesc la Display Network \u0219i YouTube), filtrul Display &amp; Video 360 fiind accesibil doar advertiserilor foarte mari. Este adev\u0103rat c\u0103 \u00een ultimii pa\u0219i s-au f\u0103cut pa\u0219i \u00een aceast\u0103 direc\u021bie. Un exemplu: \u00een <strong>Google Ads<\/strong> a ap\u0103rut un tab special cu set\u0103ri la nivel de cont, de unde putem exclude u\u0219or con\u021binutul sensibil din toate campaniile o dat\u0103, dar acolo avem doar 5 categorii de con\u021binut, dintre care 3 sunt \u00een stadiu beta, inclusiv cea pentru con\u021binut \u0219ocant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cu toate site-urile sociale care permit oricum s\u0103 publice con\u021binut \u0219i s\u0103 devin\u0103 viral, nu vom avea niciodat\u0103 protec\u021bie perfect\u0103 \u00eempotriva con\u021binutului sensibil, dar este important s\u0103 \u0219tim dac\u0103 num\u0103rul afi\u0219\u0103rilor pe aceste pagini este foarte mic \u0219i este \u021binut sub control la nivel de ad network.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>S\u0103pt\u0103m\u00e2na aceasta am primit un email de la o agen\u021bie global\u0103 (din afara Rom\u00e2niei) despre un mic update \u00een Google Display &amp; Video 360. Pentru c\u0103 este perioad\u0103 de concedii \u0219i suntem mai relaxa\u021bi, \u00eemp\u0103rt\u0103\u0219esc cu voi aceast\u0103 \u0219tire. Pentru cine nu \u0219tie, Display &amp; Video 360 se nume\u0219te \u00een prezent produsul pe care \u00eel [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2560,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,4,314],"tags":[892,746,748,856],"class_list":["post-2557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-display","category-marketing-and-advertising","category-online-video","tag-brand-safety","tag-doubleclick","tag-doubleclick-bidmanager","tag-google-ads"],"_links":{"self":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2557","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/comments?post=2557"}],"version-history":[{"count":1,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2557\/revisions"}],"predecessor-version":[{"id":2559,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2557\/revisions\/2559"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media\/2560"}],"wp:attachment":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media?parent=2557"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/categories?post=2557"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/tags?post=2557"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}