{"id":14279,"date":"2025-08-01T12:05:30","date_gmt":"2025-08-01T10:05:30","guid":{"rendered":"https:\/\/refinery89.com\/?p=14279"},"modified":"2025-09-02T13:41:29","modified_gmt":"2025-09-02T11:41:29","slug":"programatik-medya-satin-alma-nedir","status":"publish","type":"post","link":"https:\/\/refinery89.com\/tr\/what-is-programmatic-media-buying\/","title":{"rendered":"Programatik medya sat\u0131n alma ve nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131"},"content":{"rendered":"<p>Bir web sitesinde akl\u0131n\u0131 okuyormu\u015f gibi g\u00f6r\u00fcnen bir reklam tam olarak nas\u0131l ortaya \u00e7\u0131k\u0131yor?<\/p>\n<p><strong>Medya sat\u0131n alma, reklam alan\u0131 sat\u0131n alma s\u00fcrecidir<\/strong>, evrimle\u015fti. \u015eimdi ise <a href=\"https:\/\/refinery89.com\/tr\/a-simple-guide-on-programmatic-advertising-for-publishers\/\">programatik reklamc\u0131l\u0131k<\/a>, reklamc\u0131l\u0131k, reklamverenlerin reklam kampanyalar\u0131 i\u00e7in do\u011fru hedef kitleye h\u0131zla ula\u015fmas\u0131n\u0131 sa\u011flar. Bu, s\u00fcrecin otomatikle\u015ftirilmi\u015f olmas\u0131ndan kaynaklanmaktad\u0131r. Ayr\u0131ca, \u00e7ok hassas reklam hedeflemesi i\u00e7in ger\u00e7ek zamanl\u0131 veriler kullan\u0131r.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Programatik medya sat\u0131n alma, dijital reklam alan\u0131n\u0131n otomatik olarak ger\u00e7ek zamanl\u0131 olarak al\u0131n\u0131p sat\u0131ld\u0131\u011f\u0131 bir s\u00fcre\u00e7tir.<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>D\u00fcnyada <a href=\"https:\/\/advertising.amazon.com\/library\/guides\/what-is-digital-advertising\">dijital reklamc\u0131l\u0131k<\/a>,<strong> programatik medya sat\u0131n alma<\/strong> dijital reklam alanlar\u0131n\u0131n (\u00f6rne\u011fin bir yay\u0131nc\u0131n\u0131n web sitesindeki reklam alan\u0131) \u00f6zel teknoloji arac\u0131l\u0131\u011f\u0131yla otomatik olarak sat\u0131n al\u0131nmas\u0131 s\u00fcrecini ifade eder. Sistem bu i\u015flemi milisaniyeler i\u00e7inde tamamlar. Do\u011fru reklam\u0131 do\u011fru kitleye g\u00f6stermek i\u00e7in ger\u00e7ek zamanl\u0131 verileri kullan\u0131r. Bu, daha iyi sonu\u00e7lar elde etmeye yard\u0131mc\u0131 olur.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Programatik medya al\u0131m\u0131 nas\u0131l \u00e7al\u0131\u015f\u0131r?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Programatik medya sat\u0131n alman\u0131n nas\u0131l \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 anlamak i\u00e7in bu hikayenin \u00fc\u00e7 temel karakterini incelememiz gerekiyor:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Talep Taraf\u0131 Platformlar\u0131 (DSP):<\/strong> <a href=\"https:\/\/refinery89.com\/tr\/dsp-dijital-sinyal-islemcisi-anlamina-gelir\/\">G\u00f6m\u00fcl\u00fc Dijital Sinyal \u0130\u015flemcileri<\/a> reklamverenlerin veya medya ajanslar\u0131n\u0131n yay\u0131nc\u0131lardan reklam g\u00f6sterimlerini en uygun maliyetli \u015fekilde otomatik olarak sat\u0131n almalar\u0131n\u0131 sa\u011flayan platformlard\u0131r.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Tedarik Taraf\u0131 Platformlar\u0131 (SSP):<\/strong> <a href=\"https:\/\/refinery89.com\/tr\/ssp-nedir\/\">SSPs<\/a> AdTech platformlar\u0131, yay\u0131nc\u0131lar\u0131n reklam envanterlerini y\u00f6netmelerine ve paraya d\u00f6n\u00fc\u015ft\u00fcrmelerine yard\u0131mc\u0131 olarak s\u00fcreci basitle\u015ftirmek i\u00e7in tasarlanm\u0131\u015ft\u0131r. Mevcut g\u00f6sterimleri satmak i\u00e7in birden fazla DSP ile ba\u011flant\u0131 kurarlar ve m\u00fcmk\u00fcn olan en y\u00fcksek CPM'yi g\u00fcvence alt\u0131na almay\u0131 hedeflerler.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Reklam Borsalar\u0131<\/strong> Bir <a href=\"https:\/\/refinery89.com\/tr\/reklam-agi-ile-reklam-borsasi-arasindaki-farklarin-aciklamasi\/\">reklam de\u011fi\u015fimi<\/a> SSSP'lerin, RTB a\u00e7\u0131k art\u0131rmalar\u0131 arac\u0131l\u0131\u011f\u0131yla yay\u0131nc\u0131lar\u0131n reklam alanlar\u0131n\u0131 DSP'lere sundu\u011fu ba\u015fka bir teknoloji platformudur. Reklamveren talebini, yay\u0131nc\u0131lardan gelen mevcut reklam alan\u0131yla e\u015fle\u015ftirme s\u00fcrecini kolayla\u015ft\u0131ran bir pazar yeri gibidir.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>D\u00fcz bir dille anlatmak gerekirse, programatik medya sat\u0131nalma \u015fu \u015fekilde i\u015fler: bir tarafta, <strong>reklamveren platformda kampanyalar\u0131n\u0131 kurar<\/strong> bu, ideal reklam alan\u0131n\u0131 otomatik olarak sat\u0131n almaya yard\u0131mc\u0131 olacakt\u0131r. \u00d6te yandan, <strong>Yay\u0131nc\u0131lar, reklam envanterlerini y\u00f6netmek ve ger\u00e7ek zamanl\u0131 olarak satmak i\u00e7in bir SSP kullan\u0131r.<\/strong><\/p>\n<p>Birisi bir web sitesini ziyaret etti\u011finde veya bir uygulamay\u0131 a\u00e7t\u0131\u011f\u0131nda, reklam i\u00e7in bir istek g\u00f6nderir. <strong>DSP ve SSP, reklamverenlerin ger\u00e7ek zamanl\u0131 olarak reklam alan\u0131 i\u00e7in teklif verdi\u011fi Ad Exchange arac\u0131l\u0131\u011f\u0131yla birbirine ba\u011flan\u0131r. <\/strong>En y\u00fcksek teklifi veren kazan\u0131r ve reklam\u0131 kullan\u0131c\u0131 i\u00e7in an\u0131nda g\u00f6sterilir.<\/p>\n<p>Ve BOOM. \u0130\u015fte bu kadar.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Programatik medya sat\u0131n alma t\u00fcrleri<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14294 size-full\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png\" alt=\"Programatik medya sat\u0131n alma t\u00fcrleri\" width=\"2154\" height=\"1256\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png 2154w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-300x175.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1024x597.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-768x448.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1536x896.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-2048x1194.png 2048w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-18x10.png 18w\" sizes=\"(max-width: 2154px) 100vw, 2154px\" \/><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Medya sat\u0131n alman\u0131n \u00fc\u00e7 t\u00fcr\u00fc vard\u0131r<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Ger\u00e7ek Zamanl\u0131 Teklif Verme (RTB)<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/library\/guides\/real-time-bidding\">RTB<\/a> a\u00e7\u0131k art\u0131rma, bir yay\u0131nc\u0131n\u0131n reklam envanterinin ger\u00e7ek zamanl\u0131 bir a\u00e7\u0131k art\u0131rmada al\u0131n\u0131p sat\u0131ld\u0131\u011f\u0131 programatik bir reklamc\u0131l\u0131k y\u00f6ntemidir. Birisi bir web sitesini veya uygulamay\u0131 a\u00e7t\u0131\u011f\u0131nda, bir reklam i\u00e7in otomatik bir istek g\u00f6nderilir. Reklamverenler daha sonra ger\u00e7ek zamanl\u0131 olarak teklif verir ve en y\u00fcksek teklifi veren ki\u015finin reklam\u0131 g\u00f6r\u00fcnt\u00fclenir.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>\u00d6zel Pazar Yeri<\/strong><\/h3>\n<p>PMP, programatik medya sat\u0131n al\u0131m\u0131n\u0131n, reklam envanterini almak ve satmak i\u00e7in ger\u00e7ek zamanl\u0131 a\u00e7\u0131k art\u0131rmalar kullanan ba\u015fka bir t\u00fcr\u00fcd\u00fcr, ancak RTB'nin aksine, t\u00fcm al\u0131c\u0131lara a\u00e7\u0131k de\u011fildir. Bir PMP daha k\u0131s\u0131tl\u0131d\u0131r ve a\u00e7\u0131k art\u0131rmaya yaln\u0131zca se\u00e7ilmi\u015f bir grup reklamveren kat\u0131l\u0131r. Bu PMP platformlar\u0131 olduk\u00e7a \u00f6zeldir ve burada sat\u0131lan reklam envanteri birinci s\u0131n\u0131f yay\u0131nc\u0131lardan gelir, bu da \u00e7ok verimli sonu\u00e7lar do\u011furur.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Programatik Do\u011frudan Sat\u0131\u015f<\/strong><\/h3>\n<p>Bu, sizin geleneksel el s\u0131k\u0131\u015fma anla\u015fman\u0131z\u0131n dijital bir hali. Yay\u0131nc\u0131 do\u011frudan reklamverenle pazarl\u0131k yapar ve sabit bir BGBM'ye (bin g\u00f6sterim ba\u015f\u0131na maliyet) reklam alan\u0131 sat\u0131\u015f\u0131 konusunda anla\u015f\u0131rlar.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Programatik medya sat\u0131n alman\u0131n ana avantaj\u0131 nedir?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Programatik medya sat\u0131n al\u0131m\u0131 ile,<strong> Yay\u0131nc\u0131lar ve reklamverenler, reklam envanteri al\u0131p satman\u0131n o manuel eylemine \u201cg\u00fcle g\u00fcle\u201d diyebilirler.<\/strong> Bu, zaman ve \u00e7aba kazand\u0131rd\u0131\u011f\u0131 i\u00e7in reklamc\u0131l\u0131\u011f\u0131 tamamen de\u011fi\u015ftirir. Ayr\u0131ca s\u00fcreci daha \u015feffaf hale getirir, de\u011ferli veri i\u00e7g\u00f6r\u00fcleri sa\u011flar, daha hassas reklam hedeflemesine olanak tan\u0131r ve hem reklamverenlere hem de yay\u0131nc\u0131lara hangi reklamlar\u0131n nerede g\u00f6r\u00fcnece\u011fi konusunda daha fazla kontrol imkan\u0131 verir.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Hayat\u0131n\u0131z\u0131 kolayla\u015ft\u0131r\u0131n ve sonu\u00e7lar\u0131n\u0131z\u0131 geli\u015ftirin, programatik olun!<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Programatik medya sat\u0131n alma, kesin hedefleme ile reklam alanlar\u0131 sat\u0131n almak i\u00e7in otomatik, uygun maliyetli ve veri odakl\u0131 bir y\u00f6ntemdir. \u201cReklamverenlerin reklam harcamalar\u0131ndan daha fazla de\u011fer elde etmelerine yard\u0131mc\u0131 olarak reklamc\u0131l\u0131\u011f\u0131 de\u011fi\u015ftiriyor. Ayr\u0131ca yay\u0131nc\u0131lar\u0131n uzun s\u00fcren pazarl\u0131klarla u\u011fra\u015fmadan reklam alanlar\u0131 i\u00e7in daha iyi gelir elde etmelerini sa\u011fl\u0131yor.\".<\/p>\n<p>Refinery89 olarak, m\u00fc\u015fterilerimiz i\u00e7in en iyi sonu\u00e7lar\u0131 sunmak \u00fczere programatik reklamc\u0131l\u0131k s\u00fcrecinin tamam\u0131n\u0131 geli\u015ftiren teknolojik \u00e7\u00f6z\u00fcmler \u00fcretiyoruz. <a href=\"https:\/\/refinery89.com\/tr\/bize-ulasin\/\">AdTech'imiz hakk\u0131nda bilgi almak i\u00e7in bizimle ileti\u015fime ge\u00e7in!<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How exactly does an ad that looks like it read your mind gets to pop up on a website? Media buying, the process of buying ad space, has evolved. Now with programmatic advertising, advertising, advertisers can quickly reach the right audience for their ad campaign. This is possible because the process is automated. It also [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[71,256,24,72,34],"class_list":["post-14279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-tech","tag-ads","tag-programmatic-advertising","tag-publishers","tag-refinery-academy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is programmatic media buying and how it works | R89<\/title>\n<meta name=\"description\" content=\"Programmatic advertising is changing the game! 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