{"id":3978,"date":"2026-01-28T07:53:13","date_gmt":"2026-01-28T07:53:13","guid":{"rendered":"https:\/\/persona.ly\/blog\/?p=3978"},"modified":"2026-01-28T07:53:14","modified_gmt":"2026-01-28T07:53:14","slug":"%eb%a6%ac%ec%96%bc%eb%a6%ac-%eb%a6%ac%ec%9b%8c%eb%94%94%eb%93%9c-ua-%ed%94%8c%eb%9e%ab%ed%8f%bc%ec%9c%bc%eb%a1%9c-levelapp%ec%9d%98-merge-dale%ec%9d%98-d30-%ec%ba%a0%ed%8e%98","status":"publish","type":"post","link":"https:\/\/persona.ly\/blog\/ko\/2026\/01\/%eb%a6%ac%ec%96%bc%eb%a6%ac-%eb%a6%ac%ec%9b%8c%eb%94%94%eb%93%9c-ua-%ed%94%8c%eb%9e%ab%ed%8f%bc%ec%9c%bc%eb%a1%9c-levelapp%ec%9d%98-merge-dale%ec%9d%98-d30-%ec%ba%a0%ed%8e%98\/","title":{"rendered":"\ub9ac\uc5bc\ub9ac \ub9ac\uc6cc\ub514\ub4dc UA \ud50c\ub7ab\ud3fc\uc73c\ub85c LevelApp\uc758 \u2018Merge Dale\u2019\uc758 D30 \ucea0\ud398\uc778 \ube44\uc6a9 100% \ud68c\uc218 \ub2ec\uc131"},"content":{"rendered":"\n

Download the PDF version of the case study<\/a><\/em><\/p>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n\n\n\n
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\ud37c\uc2a4\ub110\ub9ac\ub294 \uc790\uc0ac \ub9ac\uc6cc\ub4dc\ud615 UA \ud50c\ub7ab\ud3fc\uc744 \ud65c\uc6a9\ud574 LevelApp\uacfc \ud611\ub825\ud558\uc5ec Merge Dale: Farm Adventure \uc571\uc5d0 \ub192\uc740 \ucc38\uc5ec\ub3c4\ub97c \ubcf4\uc774\ub294 \uc720\uc800\ub97c \ud655\ubcf4\ud588\uc2b5\ub2c8\ub2e4. Merge Dale\uc740 \uba38\uc9c0\uc640 \ud37c\uc990 \uac19\uc740 \ub2e4\uc591\ud55c \uac8c\uc784 \uba54\uce74\ub2c9\uc744 \uacb0\ud569\ud558\uace0, \ub18d\uc7a5 \uad6c\uc5ed\uc744 \uc911\uc2ec\uc73c\ub85c \uc9c4\ud589 \uc694\uc18c\uac00 \ub354\ud574\uc9c4 \uce90\uc8fc\uc5bc \uba38\uc9c0 \uac8c\uc784\uc785\ub2c8\ub2e4.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Campaign Goal<\/h2>\n\n\n\n

In-App Advertising(IAA) \uae30\ubc18\uc758 \uc218\uc775\ud654 \uc804\ub7b5\uc744 \ubc14\ud0d5\uc73c\ub85c, \ubcf8 \ucea0\ud398\uc778\uc758 \ubaa9\ud45c\ub294 IAA \ub9e4\ucd9c\uc744 \ucc3d\ucd9c\ud560 \uc218 \uc788\ub294 \ub192\uc740 \ucc38\uc5ec\ub3c4\uc758 \uc720\uc800\ub97c \ud655\ubcf4\ud558\ub294 \uac83\uc774\uc5c8\uc2b5\ub2c8\ub2e4. \ucea0\ud398\uc778\uc5d0\ub294 ROAS \uad00\ub828 KPI\uac00 \uc81c\uc2dc\ub418\uc5c8\uc73c\uba70, \ucea0\ud398\uc778 \ube44\uc6a9 \ud68c\uc218(Recoup)\uac00 \ucd5c\uc6b0\uc120 \ubaa9\ud45c\uc600\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

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\"\"<\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n
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\"\"<\/a><\/figure>\n\n\n\n
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\u201cPersona.ly\uc640\uc758 \ud30c\ud2b8\ub108\uc2ed\uc5d0 \ub9e4\uc6b0 \ub9cc\uc871\ud569\ub2c8\ub2e4. Really \uc571\uc758 \uac8c\uc774\ubbf8\ud53c\ucf00\uc774\uc158 \uc694\uc18c\uc640 \uc804\ub7b5\uc801 \uc778\uc0ac\uc774\ud2b8\ub294 \ud575\uc2ec \uc131\uc7a5 \uc694\uc778\uc744 \uc815\ud655\ud788 \ud30c\uc545\ud558\uac8c \ud574\uc8fc\ub294 \uac15\ub825\ud55c \uacbd\uc7c1\ub825\uc785\ub2c8\ub2e4.\u201d<\/p>\n\u2014 Aleksandr Surkov, LevelApp \ucd5c\uace0\ub9c8\ucf00\ud305\ucc45\uc784\uc790(CMO)<\/strong><\/cite><\/blockquote>\n\n\n\n

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\ub9ac\uc5bc\ub9ac \ud50c\ub808\uc774\ud22c\uc5b8 \uc18c\uac1c<\/h2>\n\n\n\n
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\"Really<\/a><\/figure>\n<\/div>\n\n\n\n
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Really\ub294 Persona.ly\uac00 \uc790\uccb4 \uac1c\ubc1c\ud55c \uc571 \ub514\uc2a4\ucee4\ubc84\ub9ac \ubc0f \ub85c\uc5f4\ud2f0 \ud50c\ub7ab\ud3fc\uc73c\ub85c, \uc0ac\uc6a9\uc790\ub4e4\uc5d0\uac8c \ub9e4\uc77c \uc990\uae38 \uc218 \uc788\ub294 \uc571\uc744 \ucd94\ucc9c\ud558\uba74\uc11c\ub3c4 \uc644\uc804\ud55c \uac8c\uc774\ubbf8\ud53c\ucf00\uc774\uc158 \uacbd\ud5d8\uc744 \uc81c\uacf5\ud569\ub2c8\ub2e4.
Persona.ly\uc758 ML \uae30\ubc18 \ud504\ub85c\uadf8\ub7a8\ub9e4\ud2f1 DSP\uc5d0\uc11c \uc5bb\uc740 \uc778\uc0ac\uc774\ud2b8\uc640 \uc790\uc0ac \uace0\uc720\uc758 \uc0ac\uc6a9\uc790 \ud480\uc744 \uacb0\ud569\ud574, \ud30c\ud2b8\ub108\ub4e4\uc5d0\uac8c \ub192\uc740 ROAS\uc640 \ud5a5\uc0c1\ub41c LTV\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Rewarded UA Process with the Really App<\/h2>\n\n\n\n
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LevelApp\uacfc \ud611\ub825\ud588\uc744 \ub54c, \uc6b0\ub9ac\ub294 Merge Dale\uc758 \ud575\uc2ec \uc778\uac8c\uc784 \uc774\ubca4\ud2b8\ub97c \uba74\ubc00\ud788 \ubd84\uc11d\ud558\uace0, \uc774\ub7ec\ud55c \uc774\ubca4\ud2b8\ub97c \ud0dc\uc2a4\ud06c \ub9f5\uc5d0 \uc804\ub7b5\uc801\uc73c\ub85c \ub9e4\ud551\ud558\uc5ec \uc720\uc800 \ucc38\uc5ec\ub3c4\uc640 \uc794\uc874\uc728\uc744 \ucd5c\uc801\ud654\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

Merge Dale\uc758 \uc8fc\uc694 \uc218\uc775\ud654 \ubc29\uc2dd\uc774 \uad11\uace0 \uae30\ubc18\uc774\ub77c\ub294 \uc810\uc744 \uace0\ub824\ud574, \uc6b0\ub9ac\ub294 \uad11\uace0 \ub178\ucd9c \ubc0f \ucc38\uc5ec\ub85c \ub192\uc740 ARPU\ub97c \ubcf4\uc774\ub294 \uace0LTV Really \uc720\uc800\ub97c \uc815\uad50\ud558\uac8c \uc138\ubd84\ud654\ud558\uc5ec IAA \ub9e4\ucd9c\uc744 \uadf9\ub300\ud654\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc804\ub7b5\uc801 \uc774\ubca4\ud2b8 \ub9e4\ud551\uacfc \uc0ac\uc6a9\uc790 \uc138\ubd84\ud654 \ubc0f \uace0\ud488\uc9c8 \ud0c0\uac9f\ud305\uc744 \ud1b5\ud574, \uc6b0\ub9ac\ub294 \ub9e4\uc77c \ud65c\ubc1c\ud788 \ucc38\uc5ec\ud558\uace0, Merge Dale\uc5d0\uc11c \uacfc\uc81c\ub97c \uc644\ub8cc\ud558\uba70 Really\uc758 \ud0dc\uc2a4\ud06c \ub9f5\uc5d0\uc11c \uc9c4\ud589 \uc0c1\ud669\uc744 \uc313\uace0, \ub2e4\uc218\uc758 \uad11\uace0\ub97c \uc2dc\uccad\ud558\ub294 \uc0ac\uc6a9\uc790\ub97c \ud655\ubcf4\ud560 \uc218 \uc788\uc5c8\uc73c\uba70, \uc774\ub97c \ud1b5\ud574 IAA \uc218\uc775\uc744 \ucc3d\ucd9c\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n<\/div>\n\n\n\n

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\"\"<\/a><\/figure><\/div>\n\n\n

The screenshot of the Merge Dale Task Map on the Really App<\/em><\/p>\n<\/div>\n<\/div>\n\n\n\n

\uc774 \uc811\uadfc \ubc29\uc2dd \ub355\ubd84\uc5d0 \ucea0\ud398\uc778\uc740 \uc2dc\uc791\ubd80\ud130 \ud68c\uc218\uc728(Lifetime ROAS 100% \uc774\uc0c1)\uc744 \ub2ec\uc131\ud588\uc73c\uba70, \uac01 \ucf54\ud638\ud2b8\ubcc4 ROAS \uae30\ubc18 KPI\ub97c \ucd08\uacfc \ub2ec\uc131\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

<\/div>\n\n\n\n

ROAS \uc9c4\ud589 \uc0c1\ud669<\/h2>\n\n\n\n

Merge Dale \uc571\uc758 LTV\ub97c \uc608\uce21\ud560 \uc218 \uc788\ub294 ML \uae30\ubc18 DSP \uc778\uc0ac\uc774\ud2b8\ub97c \ud65c\uc6a9\ud558\uc5ec, IAA \uc218\uc775\uc744 \ucc3d\ucd9c\ud558\uace0 \uc7a5\uae30\uac04 \uac8c\uc784\uc744 \uacc4\uc18d \ud50c\ub808\uc774\ud560 \uc0ac\uc6a9\uc790\ub97c \uc815\ud655\ud788 \ud0c0\uac9f\ud305\ud560 \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. \uadf8 \uacb0\uacfc, D1 ROAS\uc5d0\uc11c Lifetime ROAS\uae4c\uc9c0 5.1\ubc30\uc758 \uafb8\uc900\ud55c \uc131\uc7a5\ub960\uc744 \ub2ec\uc131\ud588\uc73c\uba70, D30 \uc774\uc804\uc5d0 \ucea0\ud398\uc778 \ube44\uc6a9\uc744 \ud68c\uc218\ud558\uace0 \uac01 ROAS \ucf54\ud638\ud2b8\ubcc4 KPI\ub97c \ucd08\uacfc \ub2ec\uc131\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc6b0\ub9ac\uc758 DMP\ub294 \uba38\uc9c0 \ubc0f \ud37c\uc990 \uac8c\uc784\uc744 \uc990\uae30\ub294 \uc0ac\uc6a9\uc790\ub97c \ud0c0\uac9f\ud305\ud558\uc5ec \uc6b0\uc218\ud55c \uc624\ub514\uc5b8\uc2a4 \ub9e4\uce6d\uc744 \uac00\ub2a5\ud558\uac8c \ud588\uc2b5\ub2c8\ub2e4. \uc774\ub7ec\ud55c \uc815\ubc00 \ud0c0\uac9f\ud305 \ub355\ubd84\uc5d0 Merge Dale\uc5d0\uc11c 30\uc77c \ub9ac\uc6cc\ub4dc \ud50c\ub808\uc774 \uae30\uac04\uc744 \ud6e8\uc52c \ub118\uc5b4 \ub192\uc740 \ucc38\uc5ec\ub97c \uc774\ub04c\uc5b4\ub0bc \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. Lifetime ROAS\ub294 D30 \uc774\ud6c4\uc5d0\ub3c4 \uc9c0\uc18d\uc801\uc73c\ub85c \uc131\uc7a5\ud558\uba70, Really\ub97c \uc9c4\uc815\ud55c \uac8c\uc784 \ubc1c\uacac \ucc44\ub110\ub85c \uc790\ub9ac\ub9e4\uae40\ud558\uac8c \ud588\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\"ROAS-Progression-Relative-to-D1-of-the-Cohort\"<\/a><\/figure>\n\n\n\n

Merge Dale \ucea0\ud398\uc778 \uc8fc\uc694 \uc131\uacf5 \uc694\uc778<\/h2>\n\n\n\n
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1. \uc0ac\uc6a9\uc790 \ud488\uc9c8<\/h3>\n\n\n\n

Really Play and Earn Rewards \uc571\uc744 \uc704\ud574 LTV\uac00 \ub192\uc740<\/p>\n\n\n\n

\uc0ac\uc6a9\uc790\ub9cc\uc744 \ud655\ubcf4\ud558\uc5ec \ucc38\uc5ec\ub3c4 \ub192\uc740 \uace0\ud488\uc9c8 \uc0ac\uc6a9\uc790\ub97c \uc81c\uacf5\ud569\ub2c8\ub2e4<\/p>\n<\/div>\n\n\n\n

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2. \uc77c\uc77c \ucc38\uc5ec \ubcf4\uc0c1<\/h3>\n\n\n\n

\uac01 \ud30c\ud2b8\ub108 \uc571\uc5d0 \uc77c\uc77c \uac8c\uc784 \uc2dc\uac04 \ubcf4\uc0c1\uc744 \ucd94\uac00\ud558\uc5ec \uc0ac\uc6a9\uc790 \uc720\uc9c0\uc728\uc744 \ub192\uc785\ub2c8\ub2e4.<\/p>\n<\/div>\n\n\n\n

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3. \uad11\uace0 \ubc14 \uae30\ub2a5<\/h3>\n\n\n\n

\uad11\uace0 \uc2dc\uccad\uc758 \uac00\uce58\ub97c \uac15\uc870\ud558\uae30 \uc704\ud574 \uc804\ub7b5\uc801\uc73c\ub85c \uad11\uace0 \ubc14\ub97c \ubc30\uce58\ud588\uc2b5\ub2c8\ub2e4.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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\"Dana<\/a><\/figure>\n\n\n\n
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\u201c\uc800\ud76c\uc758 \uc8fc\uc694 \ubaa9\ud45c\ub294 \ud30c\ud2b8\ub108\uc5d0\uac8c \ucc38\uc5ec\ub3c4 \ub192\uace0 \ud488\uc9c8\uc774 \uc6b0\uc218\ud55c \uc0ac\uc6a9\uc790\ub97c \uc81c\uacf5\ud558\ub294 \uac83\uc785\ub2c8\ub2e4. \uc800\ud76c\ub294 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 DSP\uc5d0\uc11c \uc5bb\uc740 \uc0ac\uc6a9\uc790 \ud589\ub3d9 \uc778\uc0ac\uc774\ud2b8\ub97c \ud65c\uc6a9\ud558\uc5ec \uc0c8\ub85c\uc6b4 \ub9ac\uc6cc\ub4dc \ubd84\uc57c\uc5d0\uc11c \uc131\uacf5\uc744 \uc774\ub04c\uace0 \uc788\uc2b5\ub2c8\ub2e4. \ud30c\ud2b8\ub108\uac00 \uc131\uacf5\ud558\ub294 \ubaa8\uc2b5\uc744 \ubcf4\uace0, \ub192\uc740 LTV \uc0ac\uc6a9\uc790\ub97c \uadf8\ub4e4\uc758 \uc571\uc73c\ub85c \uc720\uc785\uc2dc\ud0a4\ub294 \uac83\uc740 \ub9e4\uc6b0 \ud765\ubbf8\ub86d\uc2b5\ub2c8\ub2e4. \uc55e\uc73c\ub85c \ud55c \ud574 \ub3d9\uc548 \uc2a4\ucf00\uc77c\uc5c5\ud560 \uc900\ube44\uac00 \ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.\u201d<\/p>\nDana Purinson, Persona.ly EMEA BD \ud300 \ub9ac\ub4dc<\/strong><\/cite><\/blockquote>\n\n\n\n

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\ud37c\uc2a4\ub110\ub9ac(Persona.ly) \uc18c\uac1c<\/h2>\n\n\n\n

\ud37c\uc2a4\ub110\ub9ac(Persona.ly)\ub294 \uc790\uccb4 \uac1c\ubc1c\ud55c \uba38\uc2e0\ub7ec\ub2dd \uc54c\uace0\ub9ac\uc998\uacfc \uac15\ub825\ud55c \ud37c\uc2a4\ud2b8\ud30c\ud2f0 DMP\ub97c \uae30\ubc18\uc73c\ub85c, \ubaa8\ubc14\uc77c \uc0ac\uc6a9\uc790 \ud655\ubcf4(UA)\uc640 \ub9ac\ud0c0\uac8c\ud305\uc5d0 \ud2b9\ud654\ub41c \ub370\uc774\ud130 \uc911\uc2ec(Product) \uae30\uc5c5\uc785\ub2c8\ub2e4.<\/p>\n\n\n\n

\ud37c\uc2a4\ub110\ub9ac\uc758 \uc0ac\ub0b4 \ud504\ub85c\uadf8\ub7a8\ub9e4\ud2f1 DSP\ub294 \uae00\ub85c\ubc8c \uc0c1\uc704\uae09 \uad11\uace0 \uac70\ub798\uc18c\uc640 OEM\uc5d0 \uc9c1\uc811 \ud1b5\ud569\ub418\uc5b4 \uc804 \uc138\uacc4\uc801\uc73c\ub85c \ucd08\ub2f9 400\ub9cc \uac74 \uc774\uc0c1\uc758 \uad11\uace0 \uc694\uccad\uc744 \ucc98\ub9ac\ud569\ub2c8\ub2e4. \uc790\uc0ac\uc758 \ubcf4\uc0c1\ud615 UA \ud50c\ub7ab\ud3fc\uc740 \uc774 \ud504\ub85c\uadf8\ub7a8\ub9e4\ud2f1 DSP\uc640 \uc6d0\ud65c\ud558\uac8c \ud1b5\ud569\ub418\uc5b4 \uc788\uc2b5\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc2e4\uc2dc\uac04 \uc608\uce21 \ubd84\uc11d\uacfc \ud504\ub85c\uadf8\ub7a8\ub9e4\ud2f1 \uaddc\ubaa8\ub97c \uacb0\ud569\ud568\uc73c\ub85c\uc368, \uc6b0\ub9ac\ub294 \ud30c\ud2b8\ub108\ub4e4\uc774 \ub354\uc6b1 \uc2a4\ub9c8\ud2b8\ud55c \uc131\uc7a5\uacfc \ub192\uc740 LTV, \uadf8\ub9ac\uace0 \uce21\uc815 \uac00\ub2a5\ud55c \uc810\uc9c4\uc801 \uc131\uacfc\ub97c \ub2ec\uc131\ud560 \uc218 \uc788\ub3c4\ub85d \uc9c0\uc6d0\ud569\ub2c8\ub2e4.<\/p>\n","protected":false},"excerpt":{"rendered":"

Download the PDF version of the case study 퍼스널리는 자사 리워드형 UA 플랫폼을 활용해 LevelApp과 협력하여 Merge Dale: Farm Adventure 앱에 높은 참여도를 보이는 유저를 확보했습니다. Merge Dale은 머지와 퍼즐 같은 다양한 게임 메카닉을 결합하고, 농장 구역을 중심으로 진행 요소가 더해진 캐주얼 머지 게임입니다. Campaign Goal In-App Advertising(IAA) 기반의 수익화 전략을 바탕으로, 본 캠페인의 목표는 … <\/p>\n

Continue reading “\ub9ac\uc5bc\ub9ac \ub9ac\uc6cc\ub514\ub4dc UA \ud50c\ub7ab\ud3fc\uc73c\ub85c LevelApp\uc758 \u2018Merge Dale\u2019\uc758 D30 \ucea0\ud398\uc778 \ube44\uc6a9 100% \ud68c\uc218 \ub2ec\uc131”<\/span><\/a><\/p>\n","protected":false},"author":17,"featured_media":3856,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[66],"tags":[],"acf":[],"yoast_head":"\n\ub9ac\uc5bc\ub9ac \ub9ac\uc6cc\ub514\ub4dc UA \ud50c\ub7ab\ud3fc\uc73c\ub85c LevelApp\uc758 \u2018Merge Dale\u2019\uc758 D30 \ucea0\ud398\uc778 \ube44\uc6a9 100% \ud68c\uc218 \ub2ec\uc131 | Persona.ly - The Weekly Retention<\/title>\n<meta name=\"description\" content=\"Download the PDF version of the case study \ud37c\uc2a4\ub110\ub9ac\ub294 \uc790\uc0ac \ub9ac\uc6cc\ub4dc\ud615 UA \ud50c\ub7ab\ud3fc\uc744 \ud65c\uc6a9\ud574 LevelApp\uacfc \ud611\ub825\ud558\uc5ec Merge Dale: Farm Adventure \uc571\uc5d0 \ub192\uc740 \ucc38\uc5ec\ub3c4\ub97c \ubcf4\uc774\ub294 \uc720\uc800\ub97c \ud655\ubcf4\ud588\uc2b5\ub2c8\ub2e4. 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