Akwatin Talabijin mai jin magana: Wa ke kallon abinda kake kallo?

Menene Akwatin Talabijin mai jin magana

Bayanai akan salon kallon talabijin dinka (irin abubuwan da kake kallo) na bada labari kan abubuwan dake so, kake shawa’a, kake da ra’ayi, ka yi Imani da su, kuma dukkan wadannan bayanai na da muhimmanci ga masana dabarun yakin neman zabe wajen amfani.

Yin tallace-tallace a talabijin ya kasance babban hanyar yakin neman zabe, amma sabbin fasahohin talabijin na zamani da ke ba mutum daman zaben abinda zai kalla kowani lokaci ta yanar gizo na bawa masana fasahar yakin neman zabe damar isar da sakonsu na siyasa ga daidaikun mutane.

Yin talla ta akwatin talabijin na zamani (mai hade da yanar gizo) na bada daman isar da sako kai tsaye zuwa ga wasu gidaje na musamman maimakon yadda aka saba na talla daya dukkan gari za su gani a talabijin na gargajiya (mara hade da yanar gizo).

Bayanin da ake kokarin yi a nan shine, akwatin talabijin na baiwa masu kamfen damar isar da sakonnin talla kai tsaye kamar yadda sukeyi ta yanar gizo da mutum ke gani a wayar salula.

Duk da cewa yin haka na da matukar tsada, wasu sun yi ikirarin cewa talla na talabijin na gargajiya bai isar da sako kai tsaye da daidaici kaman na zamani. 1,2

A sakon farar takardar da kungiyar kare hakkin masu kallo, Experian ta saki, tace: ‘Kai da makwabcin za ku rika kallon shiri daya a talabijin, amma ta hanyar fasahar akwatin talabijin mai jin magana, mabanbancin talla za ku gani.” 3

what-is-advanced-tv

Ballin hoto daga The Trade Desk, wani kamfanin talla, ya wallafa wannan karamin gabatarwan ga tabajinin na zamani cikin yakin neman zabe.
Asali: The Trade Desk

Ta yaya hakan ke aiki kuma ta yaya ake amfani da bayananka?

Akwatin talabijin na zamani na isar da sakonni ta yanar gizo daga gidajen talabijin zuwa na’urarka ba tare da tashohi ba.

Wadannan na’urori sun hada da talabijin jikin waya irinsu Roku ko Apple TV, da na’urorin wasanni irinsu PlayStation ko Xbox.

Ana kiran tallace-tallacen zamani a talabijin ‘masu jin magana’ ne saboda yanze masu talla na iya biyan bukatun daidaikun masu kallo; a siyasa, ana gana bukatarka ne ta bayananka.

Talla a talabijin mai jin magana na samun nasara isar da sako ha daidaikun mutane, daidaikun gidaje da daidaici ta hanyar amfani da bayani. 4

A cewar tsohon mataimakin shugaban kamfanin Dish Media Sales, Adam Gaynor, ‘Akwatin talabijin mai jin magana bai aiki ba tare da bayani ba.’ Bayanin kuma na zuwa ne ta hanyoyi uku: 5

Bayanai na daya: Bayanan cikin gida da mai talla ke tarawa akanka, irinsu shirye-shiryen da kake kallo, kudin da kake biya don kallo.

Bayanai na biyu: Bayanan da aka raba ta hanyar kasuwanci ko hadaka. A fannin tallan siyasa, bayanai na biyu kan iya zuwa daga kwamitin siyasa ko wani kungiya suka baiwa wani dan takara don cimma burin siyasa.

Bayanai na uku: Bayanan da aka saya daga hannun wasu dillalan bayanai irinsu Acxiom, Experian, LiveRamp, Neustar ko wasu da suka kware wajen bayanan siyasa ko kuma wani kamfani da aka baiwa kwangilar sayan tallan.

Wadannan bayanan suna da banbanci sosai, amma don manufar siyasa an fi bukatar labarin yadda za’a iya shawo kan ka da yiwuwar kada kuri’arka.

Kamfanin tallace-tallacen zamani, Altice Media Solutions, ya baiwa masu bukatan talla damar isar da sako ga masu zabe ta hanyar amfani da abubuwa irinsu kabilaci, da kuma wasu bayanai masu zurfi irin ra’ayoyinsu kan lamura masu rikitarwa. 6

altice-1 altice-2

Kamfanin Altice Media Solution na da ikon kai wa masu zabe hari ta Addressable TV ta hanyar amfani da harshen mutum, siyasarsa, dss.
Asali: Altice Media Solutions, & Altice Media Solutions

Dukkan wadannan bayanan na mutum, inda yake zama, dabi’unsa ake tattarawa kuma a bincike domin ganin ko kana cikin wadanda suka dace da wani talla. 7,8

Ben Tatta, Shugaban kamfanin Cablevision Media Sales, babban masu sayar da talabijin ma jin magana yace. ‘Abin da ban mamaki cikin dukkan wadanda mukayi aiki da su, yan siyasa ne kawai sukafi wuyan sha’ani wajen amfani da bayanai.

Ya kwatanta akwatin talabijin ma jin magana da masu yawon neman mabiya inda ake kwankwasa kofofin mutane kuma suna da masaniya game da yadda gidan ke kada kuri’arsu ko kafin kwankwasawa, za’a iya amfani da irin wannan ilimi a Talabijin. 9

setTopBoxExplainer.png

Wannan zanen dake sama na nuna wasu misalai na yadda ake tura talla zuwa daidaikun gidajen mutane.
Asali: Varoon Bashyakarla ‘Psychometric Profling: Persuasion by Personality in Elections’, 18 Mayu 2018.

Wasu misalai

Mitú: Tashar mitú ta kaddamar da talla da ya nufi jan da hankalin yan Amurka masu asali daga nahiyar Amurka ta kudu zuwa kallon wasan kwallon kulki (Baseball).

Ta samu gagarumin nasarar da a Mayun 2016, ta kaddamar da sabon shirin siyasa mai suna ‘Dau mataki, janyo wasu’ domin janyo hankalin mutanen (yan Amurka masu asali daga nahiyar Amurka ta kudu) zuwa fitowa kada kuri’a.

Daga cikin yunkurin cimma nasara a wannan sabon shiri da ta shirya, tashar ta shirya wani zama tsakanin Barack Obama da Gina Rodriguez, wata jarumar wasan kwaikwayon Amurka mai asali daga Puerto Rico. A karshe, an kalli shirin sau milyan 75.

Tashoshi irinsu mitú na ajiye kansu tsakanin masu talla da kafafen sada zumunta (misali., Facebook, YouTube, Pinterest, Snapchat), inda zasu iya tasiri sosai a siyasance, musamman tsakanin matasa masu zabe wadanda ke harkokin a kafafen sada zumunta maimakon talabijin na gargajiya. 10

D2: A 2014, Kafar D2 Media Sales ya zama kafar talla a talabijin mai jin magana mafi girma a Amurka sakamakon hadaka tsakanin kamfanonin sadarwar DISH da DirecTV. 11

Kafar watsa tallan D2 Media ta samu nasara isar da talla zuwa kimanin gidajen yan Amurka milyan 22. 12

Kamfanin ya samu nasarar hada kai da kamfanonin sadarwan dake harakalla da manyan jam’iyyun siyasan Amurka, kamfanoni i360 da Deep Root Analutic, wadanda ke harkalla da jam’iyyar Republican, da TargetSmart, dake harkalla da jam’iyyar Democrat. 13,14,15

A 2016, D2 Media ta samar da tallan Talabijin mai jin magana wa sama da yakin neman zaben yan siyasa 100. 16

Ta yaya zan sani idan ana amfani da shi a kaina?

Yawancin masu kallon Talabijin basu da masaniyar cewa za’a iya amfanin irin abubuwan da suke kallo da lokacin da suke kwashewa suna kallo wajen yakin neman zabe da janyo ra’ayinsu.

Dalilin da ya sa haka shine wanna cigaban sabon abu ne. Duk da cewa Kalmar ‘harin mutane ta Talabijin’ ya samo asali ne a dakin binciken MIT a shekarar 1990, bata samu karbuwa ba sai shekarun baya-bayan nan. 17

Abubuwa uku suka hadu domin inganta karbuwan tallar talabijin mai jin magana: zaben Amurka 2016 da binciken hanyar da abokan hamayya zasu wuce juna, samun cigaban na’urorin fasaha da kamfanonin tallace-tallace, da cigaban duniyar sadarwa gaba daya. 18

Yayinda sakonnin da ake turawa da adireshin IP ya fara banbantsewa, talabijin mai jin magana ya zama sabon hanya ga masana ilmin siyasa .

Abin ya kai ga a cewar kamfanin D2 Media Sales, ‘zaben shugaban kasan 2016 ne zaben shugaban kasa na farko da masu yakin neman zabe suka samu nasarar isar ga sakon ga masu zabe ta hanyar tallar talabijin mai jin magana. 19

Tsakanin shekarar 2014 da 2016 da akayi zabe a Amurka, amfani da akwatin talabijin mai jin magana ya karu da kimanin kashi 60. 20

Akwatin talabijin mai jin magana ya fara yaduwa zuwa kasashen nahiyar Amurka ta kudu da Turai, amma da alamun har yanzu ba’a fara amfani da shi wajen yakin neman zabe sosai kamar yadda ake a Amurka ba. 21,22,23

Abubuwan la’akari

↘ Idan aka aiwatar karkashin wasu ka’idoji da dokoki, Talabijin mai jin magana zai iya isar da tallan da zai kyautatu ga masu kallo

↘ Kamfanonin dake aikin talabijin mai jin magana na ikirarin cewa zai iya karfafa demokradiyya ta hanyar inganta yakin neman zabe da janyo hankalin mutane suyi musharaka a harkokin siyasa.

↘ Amma, sakonni tallace-tallace da ake aikawa gidajen daidaikun mutane na nuna fahimtar da masu kamfen suka yiwa mazauna gidajen – kuma ana samun ilimin fahimtar ne ta hanyoyi keta hakkin sirrin mutum.

Idan aka sanya masu zabe cikin wadanda za’a turawa wani talla, irin wannan salon tallan ya kauce daga gano wani gangami ko tawagar mutane zuwa daidaikun mutane’, kamar yadda shugaban kamfanin sadarwan zamani, Bully Pulpit Interactive, ya bayyana. 24

Rashin kusancin dake tsakanin abubuwan da ake yi a kafafen sadarwa da kare bayanan jama’a abin damuwa ne. Kasashen Jamus da Netherland sun fahimci muhimmancin bayanan mutum da talabijin zamani ke tattarawa kuma sun kafa dokoki lura da shi. 25

↘Tura sakonnin siyasa bisa rukunin gidaje na iya taimakawa wajen mayar da wasu saniyar ware a lamarin saboda daidakun masu zabe na iya fahimtar yan takara da manufofinsu a karkace bisa bayanin da aka turo musu.

↘ Bayanan gidajen mutane da masu talla suka samu - ta hanyar lura ko kiyasi – na iya zama ba daidai ba ko su canza, kuma hakan zai kai ga shirya sakonnin da basu dace ba ko kuma maso illa.

Hakan na yiwuwa musamman ga Talabijin mai jin magana saboda sabon abu ne kuma babu wasu dokoki dake tafiyar da shi.

↘ Wayar da kan masu zabe kan yadda ake amfani da bayanansu wajen tura sakonnin siyasa zai iya kwantar musu da hankali.


  1. Brett Hurwitz, ‘Three Big Misconceptions About Addressable TV Advertising’, Broadcasting & Cable, accessed 5 March 2019. (Manyan abubuwa uku da ba’a fahimta ba game da akwatin talabijin mai jin magana, an duba 5 ga Maris 2019)https://www.broadcastingcable.com/blog/three-big-misconceptions-about-addressabletv-advertising.
  2. Jamie Power, ‘Don’t Believe Everything You’ve Heard about Addressable TV Advertising’, accessed 5 March 2019. (Kada ka yarda da dukkan abubuwan da ka ji game da talla a akwatin talabijin mai jin magana, an duba ranar 5 ga Maris 2019) https://adage.com/article/media/perception-reality-addressable-tv today/315351/.
  3. ‘ Addressable TV: Harness the power of audience data for one-to-one targeting’, accessed 5 March 2019. (Akwatin Talabijin mai jin magani: Amfani da karfin bayanan mutane wajen kai daidakun hare-hare, an duba 5 ga Maris 2019) https://www.experian.com/assets/marketing-services/white-papers/audience-iq-addressable-tv-wp.pdf.
  4. Andy Plesser, ‘(VIDEO) Election Sweet Spot Making Addressable Hum, DISH’s Gaynor’, Huffngton Post (blog), 31 October 2016. https://www.huffngtonpost.com/andy-plesser/video-election-sweet-spot_b_12735720.html.
  5. ‘Audience-Iq-Addressable-Tv-Wp.Pdf’.
  6. ‘Political Advertising’, accessed 5 March 2019, (Tallan siyasa, an duba 5 ga Maris 2019) http://www.alticemediasolutions.com/amslocal/political-advertising-0.
  7. Samantha Bookman, ‘Cablevision Dives Deeper into Addressable TV Ads and DAI with Google Partnership | FierceVideo’, accessed 5 March 2019, (Cablevision ya shiga cikin tallan talabijin mai jin magana da DAI da hadin gwiwan Google, an duba 5 ga Maris 2019)https://www.fercevideo.com/cable/cablevision-dives-deeper-intoaddressable-tv-ads-and-dai-google-partnership.
  8. Anthony Crupi, ‘Cablevision “TAPPs” Into the Power of Addressable Advertising’, accessed 5 March 2019,(Cablevision ya shiga duniyar talla a Talabijin mai jin magana, an duba 5 ga Maris 2019) https://adage.com/article/media/cablevision-tapps-power-addressable-advertising/298339/.
  9. BeetTV, Cablevision Sees Political Campaigns Embracing Linear, Addressable TV Together, accessed 5 March 2019,(Cablevision na hada talabijin mai jin magana da na gargajiya, an duba 5 ga Maris 2019)https://www.youtube.com/watch?v=FtGGHuPnbjY.
  10. RTL AdConnect, ‘Total Video Key Facts 2017’, accessed 5 March 2019,(Dukkan bayanan bidiyo 2017, an duba 5 ga Maris 2019) http://fles.chinagoabroad.com/Public/uploads/content/fles/201804/ TVKF%202017.pdf.
  11. Meg James, ‘DirecTV, Dish Network to Vie for Political Cash with Customized Ads’, latimes.com, accessed 5 March 2019,(DirecTV, Dish na neman kudin siyasa da kawatattun talla)https://www.latimes.com/entertainment/envelope/cotown/la-et-ct-politicalads-satellite-directv-dish-network-20140819-story.html.
  12. Deep Root Analytics, ‘Deep Root Analytics Teams Up With D2 Media Sales to Offer 26 Proprietary Political & Advocacy Audience Segments to Target TV Ads to Dish & DirecTV Households’, accessed 5 March 2019,( Deep Root Analytics ya hada kai da D2 Media Sales wajen bada fadakarwan talla ga gidaje masu Dis da Directv, an duba 5 ga Maris 2019)https://www.prnewswire.com/news-releases/deep-root-analytics-teams-upwith-d2-media-sales-to-offer-26-proprietary-political--advocacy-audiencesegments-to-target-tv-ads-to-dish--directv-households-300330085.html.
  13. ‘Data Dictionary DISH/DirecTV’, accessed 5 March 2019, http://www.i-360.com/wp-content/uploads/2017/10/Data-Dictionary-D2.pdf.
  14. Deep Root Analytics, ‘Deep Root Analytics Teams Up With D2 Media Sales to Offer 26 Proprietary Political & Advocacy Audience Segments to Target TV Ads to Dish & DirecTV Households’. ( Deep Root Analytics ya hada kai da D2 Media Sales wajen bada fadakarwan talla ga gidaje masu Dis da Directv, an duba 5 ga Maris 2019)
  15. ‘Democratic Candidates Step into the Future of Political Advertising with D2Media Sales’, Clarity Campaign Labs, accessed 5 March 2019, (Yan takaran jam’iyyar Democrat sun shiga duniya tallan siyasa da kamfanin D2 Media Sales, an duba 4 ga Maris 2019)http://www.claritycampaigns.com/news/2014/8/11/d2media-sales.
  16. Steve Ellwanger, ‘DISH & DirecTV Venture (D2 Media) Provides Addressable'TV Ads For More Than 100 Political Campaigns In 2016 – Beet.TV’, accessed 5 March 2019, (DISH & DirecTV Venture (D2 Media) sun samar da tallan talabijin mai magana ga fiye da yan siyasa 100 a 2016) https://www.beet.tv/2016/09/mark-failla.html.
  17. Adam Lowy and Doug Fleming, ‘A Guide to Advanced TV Targeting’, IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy, 20 February 2018,(Wani shiriya zuwa tallan talabijin, IAB – Taimakon kamfanonin talla da labarai wajen samun nasara a tattalin arzikin zamani) https://www.iab.com/news/advanced-tv-targeting-guide.
  18. ‘AOL: We’ll Reach the Tipping Point for Addressable TV This Year | MediaVillage’, accessed 5 March 2019, (Zamu kai kololuwan talabijin mai magana wannan shekaran) https://www.mediavillage.com/article/aol-well-reach-the-tipping-point-foraddressable-tv-this-year/.
  19. ‘DISH & DirecTV Venture (D2 Media) Provides Addressable TV Ads For More'Than 100 Political Campaigns In 2016 – Beet.TV’. (DISH & DirecTV Venture (D2 Media) sun samar da tallan talabijin mai magana ga fiye da yan siyasa 100 a 2016)
  20. Ross Benes, ‘Targeted TV Ads Find Niche in Political Campaigns’, Digiday (blog), 2 December 2016, (Tallen Talabijin ya samu shiga yakin neman zabe) https://digiday.com/media/targeted-politics-ads/.
  21. ‘Sky and Virgin Media to Accelerate Brand-Safe Advertising’, Virgin Media, accessed 5 March 2019, (Sky da Virgin Media zasu sauya zuwa talla mara hadari, an duba 5 ga Maris 2019) https://www.virginmedia.com/corporate/media-centre/press-releases/skyand-virgin-media-announce-strategic-partnership-to-accelerate-brand-safetargeted-tv-advertising.html.
  22. Addressable TV’, accessed 5 March 2019, (Talabijin mai magana, an duba 5 ga Maris 2019) http://www.smartcliptv.com/wp-content/uploads/2016/04/InfographicAddressable-TV.pdf.
  23. Agustin Bertran, ‘Movistar Will Bring Addressable TV Advertising to Latin America’, NexTV News, 8 February 2019, (Movistar zai kawo tallan talabijin mai jin magana Amurka ta kudu) http://nextvnews.com/movistar-will-bring-addressable-tv-advertising-tolatin-america/.
  24. Philip Elliot, ‘New Political TV Ads Can Target Individual Homes | PBS NewsHour’, accessed 5 March 2019, (Sabon tallan siyasa a Talabijin zai iya kai hari daidaikun gidajen mutane, an duba 5 ga Maris 2019) https://www.pbs.org/newshour/nation/new-political-tv-ads-can-targetindividual-homes.
  25. Kristina Irion and Natali Helberger, ‘Smart TV and the Online Media Sector: User Privacy in View of Changing Market Realities’, Telecommunications Policy 41, no. 3 (1 April 2017): 170–84, (Talabijin mai hade da yanar gizo da kafafen yada labaran yanar gizo) https://doi.org/10.1016/j.telpol.2016.12.013.