{"id":4469,"date":"2015-08-13T16:29:10","date_gmt":"2015-08-13T13:29:10","guid":{"rendered":"https:\/\/www.stradiji.com\/?p=4469"},"modified":"2022-04-27T15:15:59","modified_gmt":"2022-04-27T12:15:59","slug":"online-reklamlarin-bloke-edilme-oranlari-artiyor","status":"publish","type":"post","link":"https:\/\/www.stradiji.com\/tr\/online-reklamlarin-bloke-edilme-oranlari-artiyor\/","title":{"rendered":"Online Reklamlar\u0131n Bloke Edilme Oranlar\u0131 Art\u0131yor"},"content":{"rendered":"<p><a ref=\"magnificPopup\" href=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/adblockers.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4470 lazyload\" data-src=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/adblockers.png\" alt=\"adblockers\" width=\"500\" height=\"315\" data-srcset=\"https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/adblockers.png 483w, https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/adblockers-300x189.png 300w\" data-sizes=\"(max-width: 500px) 100vw, 500px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/315;\" \/><\/a><\/p>\n<p>Konuyu ele al\u0131rken, birka\u00e7 markadan ve kavramdan bahsedece\u011fiz. Bunlardan ilki,\u00a0<a href=\"https:\/\/pagefair.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PageFair<\/a>. PageFair, \u0130nternette yay\u0131nlanan reklamlar\u0131n ne oranda &#8220;g\u00f6r\u00fcnmedi\u011fini&#8221; \u00f6l\u00e7en bir kurulu\u015f. Yanl\u0131\u015f okumad\u0131n\u0131z, yanl\u0131\u015f yazmad\u0131k. Reklamlar\u0131n ne oranda g\u00f6r\u00fcnt\u00fclendi\u011fini de\u011fil, g\u00f6r\u00fcnt\u00fclenmedi\u011fini \u00f6l\u00e7\u00fcyorlar. Yani, reklamlar\u0131n ne oranda &#8220;bloke&#8221; edildi\u011fini \u00f6l\u00e7mekteler.<\/p>\n<p>\u0130kinci marka, &#8220;Adobe&#8221;. Adobe hakk\u0131nda \u00e7o\u011fumuzun bilgisi vard\u0131r. Konumuzla ilgisi de, internet reklamc\u0131l\u0131\u011f\u0131n\u0131n \u00f6nemli bir b\u00f6l\u00fcm\u00fcnde Adobe \u00fcr\u00fcnlerinin kullan\u0131lm\u0131\u015f ve kullan\u0131lmaya devam ediyor olmas\u0131d\u0131r. PageFair ve Adobe i\u015fbirli\u011fiyle yap\u0131lan ara\u015ft\u0131rma, kullan\u0131c\u0131lar\u0131n neden engelleyici program kullanma ihtiyac\u0131 hissetti\u011fini, bu eklentilerin d\u00fczeyini ve reklam hizmetlerine olan etkisini incelemeyi ama\u00e7l\u0131yor.<\/p>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/ad-blocking-software.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4472 size-full lazyload\" data-src=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/ad-blocking-software.png\" alt=\"ad blocking software\" width=\"700\" height=\"510\" data-srcset=\"https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/ad-blocking-software.png 700w, https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/ad-blocking-software-300x219.png 300w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/510;\" \/><\/a><\/p>\n<p>Ele alaca\u011f\u0131m\u0131z di\u011fer markalar, &#8220;AdBlock&#8221;, &#8220;Ghostery&#8221;, &#8220;Ublock&#8221; gibi, sitenin taray\u0131c\u0131da reklam g\u00f6stermesini, platformlar aras\u0131 ba\u011flant\u0131 kurmas\u0131n\u0131 ve \u00e7e\u015fitli kodlar\u0131 \u00e7al\u0131\u015ft\u0131rmas\u0131n\u0131 engelleyen programc\u0131klar. Bu programc\u0131klar, Web sitelerinde reklam g\u00f6sterilmesini ve platformlar aras\u0131 ba\u011flant\u0131 kurulmas\u0131n\u0131 engelleyen eklentiler olarak pop\u00fcler taray\u0131c\u0131larda \u00e7al\u0131\u015fabilmektedir. Bahsedece\u011fimiz konu da, bu eklentilerin reklam performans\u0131n\u0131 nas\u0131l etkiledi\u011fi \u00fczerine.<\/p>\n<p>S\u00f6z konusu eklentiler hem masa\u00fcst\u00fcnde hem de mobil cihazlarda kullan\u0131labilir olmas\u0131yla dikkat \u00e7ekmekte. Yap\u0131lan ara\u015ft\u0131rma, reklam engelleyici eklentilerin reklamc\u0131 \u015firketlere sadece 2015 y\u0131l\u0131nda 21.8 Milyar Dolar kaybettirdi\u011fini g\u00f6steriyor. Ara\u015ft\u0131rmada, pop\u00fcler taray\u0131c\u0131lardan biri olan Firefox&#8217;u kullanan kullan\u0131c\u0131lar\u0131n %16&#8217;s\u0131n\u0131n reklam engelleyici eklentileri kulland\u0131\u011f\u0131 tespit edilmi\u015f. Di\u011fer taray\u0131c\u0131larla beraber genel kullan\u0131m oran\u0131 ise %41 olarak \u00f6l\u00e7\u00fclm\u00fc\u015f.<\/p>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/global-duzeyde-reklam-engelleme-programlarinin-kullanim-orani.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4474 lazyload\" data-src=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/global-duzeyde-reklam-engelleme-programlarinin-kullanim-orani.png\" alt=\"global d\u00fczeyde reklam engelleme programlar\u0131n\u0131n kullan\u0131m oran\u0131\" width=\"700\" height=\"440\" data-srcset=\"https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/global-duzeyde-reklam-engelleme-programlarinin-kullanim-orani.png 974w, https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/global-duzeyde-reklam-engelleme-programlarinin-kullanim-orani-300x189.png 300w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/440;\" \/><\/a><\/p>\n<p>Haziran 2015 itibariyle D\u00fcnya \u00e7ap\u0131nda 198 milyon masa\u00fcst\u00fc kullan\u0131c\u0131s\u0131 pop\u00fcler taray\u0131c\u0131larda reklam engelleyen eklentileri kullanmakta. Bu oran y\u0131ll\u0131k olarak 2014 2. \u00e7eyre\u011fi ve 2015 2.\u00e7eyre\u011fi aras\u0131nda %41 art\u0131\u015f g\u00f6stermi\u015f. Bu eklentilerin bir de mobil cihazlara olan yans\u0131mas\u0131ndan bahsedebiliriz. \u00d6rnek vermek gerekirse, bir mobil oyunun sayfas\u0131nda g\u00f6rd\u00fc\u011f\u00fcm\u00fcz kullan\u0131c\u0131 yorumlar\u0131nda s\u0131kl\u0131kla &#8220;oyun reklamlarla dolu&#8221; ele\u015ftirisini g\u00f6rebiliyoruz. Eklentiler mobil cihazlarda uygulama olarak kullan\u0131labilir duruma geldi\u011fi i\u00e7in \u00e7o\u011fu kullan\u0131c\u0131 mobil oyunlarda reklam g\u00f6rmemek i\u00e7in bu uygulamalara y\u00f6neliyor. Yani hem Web sitelerinde hem de mobil oyunlarda g\u00f6sterilmesi beklenen reklamlar asl\u0131nda kullan\u0131c\u0131ya g\u00f6sterilmiyor.<\/p>\n<p>Pop\u00fcler taray\u0131c\u0131lar aras\u0131nda en \u00e7ok kullan\u0131c\u0131ya sahip olan\u0131 Google Chrome\u00a0ve ayn\u0131 zamanda reklam engelleyici eklentilerin kullan\u0131m\u0131 olarak da ba\u015f\u0131\u00a0\u00e7ekiyor. Reklam engelleyici eklentilerin y\u00fcklenmesi a\u00e7\u0131s\u0131ndan ge\u00e7en sene ile bug\u00fcn aras\u0131nda %51 oran\u0131nda art\u0131\u015f var ve artmaya da devam ediyor. Benzer olarak Firefox&#8217;ta art\u0131\u015f oran\u0131 %17, Apple Safari&#8217;de %71.\u00a0Masa\u00fcst\u00fcnde engelleme fakt\u00f6r\u00fc y\u00fcksek ancak mobil cihaz kullan\u0131m\u0131n\u0131n art\u0131\u015f\u0131yla mobil cihazlarda da engelleme fakt\u00f6r\u00fc art\u0131\u015f g\u00f6stermekte. 2016 y\u0131l\u0131n\u0131n sonlar\u0131na do\u011fru her iki platformda da e\u015fit d\u00fczeyde engelleyici eklenti kullan\u0131laca\u011f\u0131 \u00f6ng\u00f6r\u00fclmekte.<\/p>\n<p>Peki insanlar neden bu eklentileri kullan\u0131yorlar?<\/p>\n<p>\u0130lk akl\u0131m\u0131za gelen \u015feylerden biri, reklamlar\u0131n rahats\u0131z edici g\u00f6r\u00fcn\u00fcm\u00fc. Google, Google AdWords ile bu konuya ne kadar hassasiyet g\u00f6steriyor ve reklamlar\u0131 olabildi\u011fince sade sunuyor olsa da, tek reklam platformu AdWords de\u011fil. AdWords d\u0131\u015f\u0131nda ve AdWords&#8217;\u00fcn kulland\u0131\u011f\u0131 y\u00f6ntemler d\u0131\u015f\u0131nda bir\u00e7ok reklam platformu ve y\u00f6ntem var. En basitinden bir sitede g\u00f6rebilece\u011finiz bir banner, herhangi bir \u015firkete ait olabilir. \u0130nternet bu konuda s\u0131n\u0131rs\u0131zl\u0131k sunuyor ve kullan\u0131c\u0131lar bu konudan rahats\u0131zl\u0131k duyuyor. Yap\u0131lan ankette,<\/p>\n<ul>\n<li>Kullan\u0131c\u0131lar\u0131n %50&#8217;si ki\u015fisel bilgilerinin yanl\u0131\u015f kullan\u0131m\u0131ndan \u00e7ekiniyor<\/li>\n<li>Kullan\u0131c\u0131lar\u0131n %41&#8217;i artan reklamlardan \u015fikayet\u00e7i<\/li>\n<li>Kullan\u0131c\u0131lar\u0131n %10&#8217;u reklamc\u0131lar\u0131n do\u011fru hedefleme yapmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyor<\/li>\n<\/ul>\n<p>T\u00fcm bu verileri ele ald\u0131\u011f\u0131m\u0131zda, kullan\u0131c\u0131lar \u00e7ok fazla reklam g\u00f6rmekten rahats\u0131zl\u0131k duydu\u011fu i\u00e7in bir reklam engelleyici programa ihtiya\u00e7 duymakta ve reklamlar\u0131n engellenmesini sa\u011flamakta. Peki reklamlar kullan\u0131c\u0131ya g\u00f6sterilmedi\u011finde nas\u0131l bir zararla kar\u015f\u0131la\u015f\u0131labilir?<\/p>\n<p>Temel olarak bakt\u0131\u011f\u0131m\u0131zda, reklamlar\u0131n hedeflendi\u011fi ki\u015filer, \u00fccretli olarak yay\u0131nlanan reklamlar\u0131 g\u00f6rmedi\u011fi i\u00e7in herhangi bir eri\u015fim ya da d\u00f6n\u00fc\u015f\u00fcm elde edemiyorlar. Hedeflenen kullan\u0131c\u0131lar\u0131n say\u0131s\u0131 artt\u0131k\u00e7a, reklamlar\u0131n g\u00f6sterilme say\u0131s\u0131 azal\u0131yor, b\u00f6ylece daha az ki\u015fiye ula\u015fan reklam\u0131n getirisi de d\u00fc\u015f\u00fcyor. Yani reklam yay\u0131na girmeden \u00f6nce hesaplanan eri\u015filebilecek ki\u015fi say\u0131s\u0131nda ciddi bir d\u00fc\u015f\u00fc\u015f ya\u015fanmakta. Bu sebeple \u00f6zellikle Web sitelerinde de d\u00f6n\u00fc\u015f\u00fcm performans\u0131n\u0131n d\u00fc\u015fmesi s\u00f6z konusu olabilmekte.<\/p>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/google-SEO.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4473 size-full lazyload\" data-src=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/google-SEO.png\" alt=\"google SEO\" width=\"700\" height=\"500\" data-srcset=\"https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/google-SEO.png 700w, https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/google-SEO-300x214.png 300w\" data-sizes=\"(max-width: 700px) 100vw, 700px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 700px; --smush-placeholder-aspect-ratio: 700\/500;\" \/><\/a><\/p>\n<p>Peki bu konuyu neden ele ald\u0131k?<\/p>\n<p>Arama Motoru Optimizasyonu, \u00fccretli dijital reklamc\u0131l\u0131\u011fa alternatif olarak kullanabilecek, tamamen organik ve \u00e7ok y\u00fcksek b\u00fct\u00e7e gerektirmeyen bir pazarlama \u015fekli olarak \u00f6ne \u00e7\u0131kmas\u0131 s\u00f6z konusu. Normal \u015fartlarda \u00fccretli dijital reklamc\u0131l\u0131kla rakip olarak g\u00f6steriliyor olsa da, asl\u0131nda SEO \u00e7al\u0131\u015fmas\u0131 ile birlikte y\u00fcr\u00fcyebilen bir ili\u015fki oldu\u011funu s\u00f6yleyebiliriz. Fakat kullan\u0131c\u0131 tercihlerini de i\u015fin i\u00e7ine katt\u0131\u011f\u0131m\u0131zda, \u015fu an SEO \u00e7al\u0131\u015fmas\u0131 yap\u0131lm\u0131\u015f bir Web sitesinin kullan\u0131c\u0131lar taraf\u0131ndan &#8220;ben bunu g\u00f6rmek istemiyorum&#8221; diyerek engellenmesi bir tercih de\u011fil. Tercih, kullan\u0131c\u0131n\u0131n kar\u015f\u0131la\u015ft\u0131\u011f\u0131 sonuca t\u0131klay\u0131p t\u0131klamamas\u0131yla ili\u015fkilendirilece\u011fi i\u00e7in, AdBlock, Ublock, Ghostery gibi eklentilerin y\u00fcklenmesinin fiili olarak tek bir amac\u0131 oldu\u011funu g\u00f6r\u00fcyoruz: Reklamlar\u0131 engellemek. Her ne kadar reklam platformlar\u0131 bu eklentileri a\u015fmaya \u00e7al\u0131\u015fsa da, eklentiler de kendilerini geli\u015ftirmeye ve y\u00fczlerce reklam\u0131 engellemeye devam ediyor. \u00a0\u00d6rne\u011fin ki\u015fisel olarak da kulland\u0131\u011f\u0131m iki program\u0131n bir Web sitesinde g\u00f6sterimini engelledi\u011fi reklamlarla ilgili veriyi a\u015fa\u011f\u0131da g\u00f6rebilirsiniz:<\/p>\n<p><a ref=\"magnificPopup\" href=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/engelleme-programciklari.png\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter wp-image-4475 size-full lazyload\" data-src=\"https:\/\/www.stradiji.com\/wp-content\/uploads\/2015\/08\/engelleme-programciklari.png\" alt=\"engelleme programc\u0131klar\u0131\" width=\"644\" height=\"438\" data-srcset=\"https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/engelleme-programciklari.png 644w, https:\/\/stradiji.wpenginepowered.com\/wp-content\/uploads\/2015\/08\/engelleme-programciklari-300x204.png 300w\" data-sizes=\"(max-width: 644px) 100vw, 644px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 644px; --smush-placeholder-aspect-ratio: 644\/438;\" \/><\/a><\/p>\n<p>Bu sebeple, \u00fccretli dijital reklam \u00e7al\u0131\u015fmalar\u0131na ba\u015flan\u0131rken, reklamlar\u0131n engellenmesi riskinin oldu\u011fu da g\u00f6z \u00f6n\u00fcne al\u0131nmal\u0131d\u0131r. Fakat ne \u015fansl\u0131s\u0131n\u0131z ki, bir SEO \u00e7al\u0131\u015fmas\u0131 yapt\u0131\u011f\u0131n\u0131zda b\u00f6yle bir riskle kar\u015f\u0131la\u015fman\u0131z m\u00fcmk\u00fcn de\u011fil.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0130nternette yay\u0131nlanan reklamlar\u0131n her zaman ba\u015far\u0131ya ula\u015faca\u011f\u0131n\u0131 m\u0131 d\u00fc\u015f\u00fcn\u00fcyorsunuz? \u00dccretini \u00f6dedi\u011finiz ve sonu\u00e7 alaca\u011f\u0131n\u0131zdan emin oldu\u011funuz reklamlar\u0131n\u0131z performans g\u00f6stermiyor mu? Bu sorular\u0131n cevab\u0131 hi\u00e7bir zaman kesin de\u011fildir ancak bug\u00fcn bu konuyu biraz farkl\u0131 bir a\u00e7\u0131dan ele alaca\u011f\u0131z.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[389,391,34,392,394,395,397],"class_list":["post-4469","post","type-post","status-publish","format-standard","hentry","category-arama-motoru-optimizasyonu","tag-adblock","tag-adobe","tag-arama-motoru-optimizasyonu","tag-dijital-reklam","tag-fair-page","tag-ghostery","tag-ublock"],"_links":{"self":[{"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/posts\/4469","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/comments?post=4469"}],"version-history":[{"count":0,"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/posts\/4469\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/media?parent=4469"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/categories?post=4469"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.stradiji.com\/tr\/wp-json\/wp\/v2\/tags?post=4469"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}