{"id":11135,"date":"2024-10-04T13:46:49","date_gmt":"2024-10-04T11:46:49","guid":{"rendered":"https:\/\/refinery89.com\/?p=11135"},"modified":"2024-10-09T10:13:33","modified_gmt":"2024-10-09T08:13:33","slug":"birinci-ikinci-ve-ucuncu-taraf-verileri-arasindaki-fark","status":"publish","type":"post","link":"https:\/\/refinery89.com\/tr\/difference-between-first-second-third-party-data\/","title":{"rendered":"Birinci taraf, ikinci taraf ve \u00fc\u00e7\u00fcnc\u00fc taraf verileri aras\u0131ndaki fark nedir?"},"content":{"rendered":"<p><strong><u>Spoiler uyar\u0131s\u0131:<\/u> <\/strong>Birinci, ikinci ve \u00fc\u00e7\u00fcnc\u00fc taraf verileri aras\u0131ndaki fark \u015fudur: <strong>nas\u0131l<\/strong> siz (yay\u0131nc\u0131lar ve reklamverenler) bilgiyi ele ge\u00e7iriyorsunuz.<\/p>\n<p>\u015e\u00f6yle a\u00e7\u0131klayal\u0131m. Her veri t\u00fcr\u00fcn\u00fc inceleyecek ve sitenizin reklam gelirini art\u0131rmak veya kampanyan\u0131z\u0131n hedeflemesini iyile\u015ftirmek gibi reklam stratejinize nas\u0131l uygulayabilece\u011finize dair \u00f6rnekler verece\u011fiz.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Birinci Taraf Verileri Nedir?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Birinci taraf verileri, \u00f6rne\u011fin web siteniz gibi kendi kaynaklar\u0131n\u0131zdan elde edilen t\u00fcm bilgilerdir. Temel olarak, hedef kitlenizden do\u011frudan sizin taraf\u0131n\u0131zdan toplanan her t\u00fcrl\u00fc veriyi ifade eder. Bu bilgiler, kullan\u0131c\u0131lar\u0131n\u0131z\u0131n davran\u0131\u015flar\u0131 veya web sitenizin\/i\u015fletmenizin performans\u0131 hakk\u0131nda olabilir.<\/p>\n<p>&nbsp;<\/p>\n<h3>Birinci Taraf Verilerin Avantajlar\u0131 Nelerdir?<\/h3>\n<p>Bu verileri, sanki size ait \u00f6zel bir alt\u0131n madeniymi\u015f gibi d\u00fc\u015f\u00fcn\u00fcn. Bu t\u00fcr bilgiler, do\u011frudan kendi kullan\u0131c\u0131lar\u0131n\u0131zdan geldi\u011fi i\u00e7in son derece de\u011ferlidir. Bu bilgilerin do\u011frulu\u011fu ve g\u00fcvenilirli\u011fi, reklam stratejinizi \u015fekillendirmenize, hedef kitlenize \u00f6zel i\u00e7erikler olu\u015fturman\u0131za ve onlara daha ki\u015fiselle\u015ftirilmi\u015f bir deneyim sunman\u0131za yard\u0131mc\u0131 olabilir.<\/p>\n<p>&nbsp;<\/p>\n<h3>Birinci taraf verilerine baz\u0131 \u00f6rnekler:<\/h3>\n<ul>\n<li>Web sitesi istatistikleri (kullan\u0131c\u0131 demografisi, trafik, g\u00f6sterim say\u0131s\u0131, i\u00e7erik etkile\u015fimi, formlar vb.)<\/li>\n<li>CRM verileri<\/li>\n<li>E-posta abonelikleri<\/li>\n<li>Sat\u0131n Alma Ge\u00e7mi\u015fi<\/li>\n<li>Anketler<\/li>\n<li>Yorumlar<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Birinci Taraf Verileri Nas\u0131l Toplan\u0131r?<\/h3>\n<p>&nbsp;<\/p>\n<h4><strong>Web sitenize Kay\u0131t Formlar\u0131 ekleyin: <\/strong><\/h4>\n<p>Bu \u00f6zellik ile kullan\u0131c\u0131lar\u0131n\u0131z\u0131n ileti\u015fim bilgilerini ve ya\u015flar\u0131 veya adresleri gibi di\u011fer demografik bilgileri alabilirsiniz. Bunlar etkinliklere kat\u0131lmak, sadakat program\u0131na kaydolmak, b\u00fcltene abone olmak veya \u00f6zel i\u00e7eri\u011fe eri\u015fmek i\u00e7in formlar\u0131 i\u00e7erebilir. Bu formlar\u0131 kullan\u0131c\u0131lar\u0131n doldurma iste\u011fi duyacaklar\u0131 \u015fekilde ilgi \u00e7ekici tutmak \u00f6nemlidir.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Sosyal medya i\u00e7eri\u011fi olu\u015fturun ve m\u00fc\u015fterilerinizle etkile\u015fim kurun<\/strong>:<\/h4>\n<p>Hedef kitlenizden i\u00e7erik kar\u015f\u0131l\u0131\u011f\u0131nda bilgi isteyin. Bunu anketler arac\u0131l\u0131\u011f\u0131yla veya g\u00f6nderilerinizle etkile\u015fime ge\u00e7melerini te\u015fvik ederek yapabilirsiniz. Sosyal medya platformlar\u0131n\u0131n kendileri, takip\u00e7ilerinizin cinsiyeti, ya\u015f\u0131, aktif saatleri, i\u00e7eri\u011finize tepkileri ve eri\u015fimi gibi i\u00e7g\u00f6r\u00fcleri kontrol edebilece\u011finiz metrik y\u00f6netim ara\u00e7lar\u0131 i\u00e7erir.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Veri toplama ara\u00e7lar\u0131n\u0131 kullan\u0131n: <\/strong><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><u>Web sitesi analizleri<\/u> Benzetmek gerekirse, trafik, m\u00fc\u015fteri davran\u0131\u015flar\u0131, demografi ve etkile\u015fim gibi web sitenizin en alakal\u0131 i\u00e7g\u00f6r\u00fclerini \u00e7\u0131karman\u0131za yard\u0131mc\u0131 olacak pek \u00e7ok ara\u00e7 mevcuttur ve bunlar\u0131n en iyi \u00f6rne\u011fi, hayranlar\u0131n favorisi olan, <a href=\"https:\/\/marketingplatform.google.com\/about\/analytics\/\">Google Analytics<\/a>. Web sitenize GA4 izleme kodunu eklemeniz yeterlidir ve metriklerinizin tam d\u00f6k\u00fcm\u00fcn\u00fc al\u0131rs\u0131n\u0131z. Kullan\u0131m\u0131 \u00fccretsizdir.<\/li>\n<li><u>E-posta Pazarlamas\u0131<\/u>E-posta pazarlama \u00e7abalar\u0131n\u0131za hedef kitlenizin nas\u0131l tepki verdi\u011fini, t\u0131klama oran\u0131, a\u00e7\u0131lma oran\u0131, abonelikten \u00e7\u0131kma oran\u0131 veya d\u00f6n\u00fc\u015f\u00fcm oran\u0131 gibi i\u00e7g\u00f6r\u00fcleri kontrol ederek \u00f6\u011frenin. Bu i\u015fi halletmek i\u00e7in MailChimp veya Active Campaign gibi pazarlama otomasyon ara\u00e7lar\u0131na g\u00fcvenebilirsiniz.<\/li>\n<li><u>CRM Sistemleri:<\/u> Sales Force, Zoho CRM ve HubSpot gibi M\u00fc\u015fteri \u0130li\u015fkileri Y\u00f6netimi yaz\u0131l\u0131mlar\u0131, i\u015fletmelerin hedef kitle verilerini yaln\u0131zca analiz i\u00e7in de\u011fil, ayn\u0131 zamanda potansiyel m\u00fc\u015fteri geli\u015ftirme ve elde tutma ile ilgili farkl\u0131 g\u00f6revleri otomatikle\u015ftirmek i\u00e7in merkezile\u015ftirmelerine olanak tan\u0131r.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><strong>Anketleri hedef kitlenize g\u00f6nderin:<\/strong><\/h4>\n<p>M\u00fc\u015fterilerinizden do\u011frudan geri bildirim alman\u0131n ve onlar\u0131n tercihlerini ve davran\u0131\u015flar\u0131n\u0131 \u00f6\u011frenmenin bir ba\u015fka yolu da anketler, testler veya memnuniyet anketleri arac\u0131l\u0131\u011f\u0131yla bunu yapmakt\u0131r. Survey Monkey, Typeform veya Google Forms gibi platformlar bu i\u015fi g\u00f6recektir (ve \u00dcCRETS\u0130ZD\u0130RLER!).<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u0130kinci Taraf Veri Nedir?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u0130kinci Taraf Verisi, toplad\u0131\u011f\u0131n\u0131z ki\u015fi taraf\u0131ndan bir orta\u011fa payla\u015f\u0131lan veya sat\u0131lan Birinci Taraf Verisidir.<\/p>\n<p>Bir yay\u0131nc\u0131 olarak bir fitness blogu y\u00f6netti\u011finizi hayal edin. Web sitenizden toplad\u0131\u011f\u0131n\u0131z Birinci Taraf Verileri'ni, i\u00e7inde protein tozu \u015firketi olan bir reklamverene gizlilik d\u00fczenlemelerine uygun olarak satabilirsiniz. Reklamverene satt\u0131\u011f\u0131n\u0131z bu Birinci Taraf Verileri, o \u015firket i\u00e7in \u0130kinci Taraf Veri haline gelir.<\/p>\n<p>&nbsp;<\/p>\n<h3>\u0130kinci Taraf Verisinin Faydalar\u0131 Nelerdir?<\/h3>\n<p>Bu t\u00fcr veriler, kayna\u011f\u0131n g\u00fcvenilir bir kaynak olmas\u0131 nedeniyle hala olduk\u00e7a g\u00fcvenilir olan y\u00fcksek kaliteli bir se\u00e7enektir. Reklamverenler i\u00e7in kampanyalar\u0131 \u00f6l\u00e7eklendirmek ve do\u011frudan hedef kitlenizin d\u0131\u015f\u0131ndaki hedeflere ula\u015fmak i\u00e7in harikad\u0131r. Ayr\u0131ca t\u00fcm borsa s\u00fcreci \u00fczerinde daha fazla kontrol vard\u0131r. Bu, i\u015f b\u00fcy\u00fcmesi i\u00e7in ortakl\u0131klara yol a\u00e7an bir kap\u0131y\u0131 a\u00e7abilir.<\/p>\n<p>&nbsp;<\/p>\n<h3>\u0130kinci Taraf Verileri Nas\u0131l Toplan\u0131r?<\/h3>\n<p>Buradaki anahtar kelime \u201cortakl\u0131k\u201dt\u0131r. \u0130kinci taraf verilerini toplamak i\u00e7in, reklam kampanyan\u0131z\u0131 geni\u015fletmek \u00fczere potansiyel hedef kitle hakk\u0131nda y\u00fcksek kaliteli bilgiler sunabilecek bir ortakla anla\u015fma yapman\u0131z gerekecektir.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00dc\u00e7\u00fcnc\u00fc Taraf Veri Nedir?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>\u00dc\u00e7\u00fcnc\u00fc Taraf Veri, Nielsen veya Lotame gibi veri y\u00f6netimi platformlar\u0131 (DMP'ler) gibi veri toplay\u0131c\u0131lar taraf\u0131ndan \u00e7e\u015fitli kaynaklardan toplan\u0131p ard\u0131ndan birden fazla \u015firkete kullan\u0131mlar\u0131 i\u00e7in sat\u0131lan bilgidir.<\/p>\n<p>Programatik reklamc\u0131l\u0131kta, bu verilerin sat\u0131\u015f\u0131 DSP'ler (Talep Taraf\u0131 Platformlar\u0131) arac\u0131l\u0131\u011f\u0131yla ger\u00e7ekle\u015fir. Tek ba\u015f\u0131na bu bilgi, birinci taraf verileri kadar g\u00fcvenilir olmayabilir \u00e7\u00fcnk\u00fc daha fazla kalite ve gizlilik endi\u015fesi s\u00f6z konusudur ancak bunlar\u0131 birle\u015ftirmek kullan\u0131c\u0131lar\u0131n\u0131z\u0131 daha derinlemesine anlaman\u0131z\u0131 sa\u011flayacakt\u0131r. Reklam verenler, bu durum kampanyalar\u0131n\u0131z\u0131 optimize etmenize olanak tan\u0131yarak potansiyel gelir art\u0131\u015f\u0131na yol a\u00e7acakt\u0131r. Harika, de\u011fil mi?<\/p>\n<p>&nbsp;<\/p>\n<h3>\u00dc\u00e7\u00fcnc\u00fc Taraf Verinin Faydalar\u0131 Nelerdir?<\/h3>\n<p>\u00dc\u00e7\u00fcnc\u00fc Taraf Veriler, birincil kitlenizin \u00f6tesinde daha geni\u015f bir kitleye ula\u015fman\u0131z\u0131 sa\u011flayacakt\u0131r. Pazarda trend olanlar\u0131 \u00f6\u011frenmek, olas\u0131 segmentleri anlamak ve hedeflemeyi iyile\u015ftirmek i\u00e7in iyi bir referanst\u0131r. Bu son k\u0131s\u0131m reklamverenler i\u00e7in \u00e7ok kullan\u0131\u015fl\u0131d\u0131r.<\/p>\n<p>&nbsp;<\/p>\n<h3>\u00dc\u00e7\u00fcnc\u00fc taraf verileri nas\u0131l toplan\u0131r?<\/h3>\n<ul>\n<li><strong>Veri Pazaryerleri:<\/strong> Veri Piyasalar\u0131, veri sa\u011flay\u0131c\u0131lar\u0131n bilgilerini veri t\u00fcketicilerine satt\u0131\u011f\u0131 \u00e7evrimi\u00e7i platformlard\u0131r. DSP'lerde veri sat\u0131n almak i\u00e7in bu piyasalar entegre edilmi\u015ftir. AWS Data Exchange, bu veri piyasalar\u0131na bir \u00f6rnektir. Reklam hedeflemenizi iyile\u015ftirmek i\u00e7in se\u00e7ebilece\u011finiz \u00e7ok \u00e7e\u015fitli veri k\u00fcmelerine sahiptirler.<\/li>\n<li><strong>Veri arac\u0131lar <\/strong>Bunlar, insanlardan bilgi toplay\u0131p sonra di\u011fer \u015firketlere satan \u015firketlerdir. Veri arac\u0131l\u0131k \u015firketleri kullan\u0131c\u0131lardan ki\u015fisel ve hassas veriler toplar ve \u00e7o\u011fu durumda bilgilerinin ne yap\u0131laca\u011f\u0131ndan tam olarak haberdar olmazlar. Bu nedenle, kaynaklar\u0131n \u015feffafl\u0131\u011f\u0131 eksikli\u011fi g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda bunun gibi bir se\u00e7ene\u011fi se\u00e7erken \u00e7ok dikkatli olman\u0131z gerekti\u011fi a\u00e7\u0131k\u00e7a ortadad\u0131r.<\/li>\n<li><strong>\u00dc\u00e7\u00fcnc\u00fc taraf \u00e7erezleri: <\/strong>\u00c7erezler, kullan\u0131c\u0131n\u0131n internette gezinirken izlenmesi i\u00e7in kullan\u0131lan k\u00fc\u00e7\u00fck veri par\u00e7alar\u0131d\u0131r. \u00dc\u00e7\u00fcnc\u00fc taraf \u00e7erezleri, mevcut bulundu\u011funuz siteden farkl\u0131 bir web sitesine yerle\u015ftirilir, b\u00f6ylece davran\u0131\u015flar\u0131n\u0131z\u0131 haritalayabilirler ve bir reklama denk geldi\u011finizde - BAM! - \u00f6nceki aramalar\u0131n\u0131za g\u00f6re yaln\u0131zca sizin i\u00e7in do\u011fru olan reklam\u0131 g\u00f6r\u00fcnt\u00fclerler. Bu veri toplama y\u00f6ntemi, insanlar\u0131n gizlili\u011fini korumak i\u00e7in \u00e7e\u015fitli yasalarla b\u00fcy\u00fck \u00f6l\u00e7\u00fcde d\u00fczenlenmi\u015ftir.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>G\u00f6zden ge\u00e7irelim<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Bu olduk\u00e7a fazla bilgiydi! Az \u00f6nce bahsettiklerimizi bir g\u00f6zden ge\u00e7irelim.<\/p>\n<p>Bir yay\u0131nc\u0131n\u0131n bak\u0131\u015f a\u00e7\u0131s\u0131ndan, 1. taraf verileri, yay\u0131nc\u0131n\u0131n kendisi i\u00e7in toplad\u0131\u011f\u0131 ve kulland\u0131\u011f\u0131 verilerdir. Bu 1. taraf verilerini bir reklamverenle payla\u015ft\u0131klar\u0131nda 2. taraf verisi haline gelir. Son olarak, bu bilgiler bir arac\u0131ya (aggregator) payla\u015f\u0131ld\u0131\u011f\u0131nda 3. taraf olur.<\/p>\n<p>Bir reklamveren a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda, 1. taraf verileri, platformlar\u0131ndan veya kampanyalar\u0131ndan \u00fcrettikleri herhangi bir veridir. 2. veya 3. taraf verilerini yaln\u0131zca Yay\u0131nc\u0131lardan alabilirler.<\/p>\n<p>Yay\u0131nc\u0131 veya reklamveren olarak \u00e7al\u0131\u015f\u0131yor olun, her zaman veri gizlili\u011fi ve g\u00fcvenli\u011fi d\u00fczenlemelerine uymay\u0131 unutmay\u0131n. Kullan\u0131c\u0131lar\u0131n\u0131zla veri toplama y\u00f6ntemleriniz ve onlar\u0131n onay\u0131n\u0131 ald\u0131ktan sonra bilgileriyle ne yapt\u0131\u011f\u0131n\u0131z konusunda her zaman tam \u015feffafl\u0131kta olmay\u0131 unutmay\u0131n.<\/p>\n<p>Reklam stratejinizi nas\u0131l optimize edece\u011finiz hakk\u0131nda daha fazla bilgi edinmek ister misiniz? <strong><a href=\"https:\/\/refinery89.com\/tr\/bizim-hakkimizda-refinery89\/\">Refinery89 ile ileti\u015fime ge\u00e7in.<\/a> <\/strong>Yay\u0131nc\u0131lar\u0131n gelirlerini art\u0131rmalar\u0131na ve reklam verenlerin do\u011fru kitlelere ula\u015fmalar\u0131na yard\u0131mc\u0131 olmaktan her zaman mutluluk duyar\u0131z!<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Spoiler alert: The difference between first, second, and third-party data is how you (publishers and advertisers) get your hands on the information. Let us explain. We\u2019ll go over each type of data and give some examples of how you could apply them to your ad strategy, whether if it is to increase your site\u2019s ad [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":11136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,22,12,20],"tags":[253,24,72,254,255],"class_list":["post-11135","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-news","category-publishers","category-refinery-academy","tag-first-party-data","tag-programmatic-advertising","tag-publishers","tag-second-party-data","tag-third-party-data"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What&#039;s the difference between first-party, second-party, and third-party data? | Refinery89<\/title>\n<meta name=\"description\" content=\"The difference between first, second, and third-party data is how publishers or advertisers get their hands on the information.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/tr\/birinci-ikinci-ve-ucuncu-taraf-verileri-arasindaki-fark\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What&#039;s the difference between first-party, second-party, and third-party data? 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