{"id":1106,"date":"2022-09-06T20:51:59","date_gmt":"2022-09-06T20:51:59","guid":{"rendered":"https:\/\/www.adqva.com\/2022\/09\/06\/real-time-bidding-explained\/"},"modified":"2022-09-06T20:51:59","modified_gmt":"2022-09-06T20:51:59","slug":"explicacion-de-las-pujas-en-tiempo-real","status":"publish","type":"post","link":"https:\/\/www.adqva.com\/es\/2022\/09\/06\/real-time-bidding-explained\/","title":{"rendered":"Explicaci\u00f3n de las pujas en tiempo real"},"content":{"rendered":"<p class=\"wp-block-paragraph\">El entorno empresarial cambia constantemente y esto influye directamente en la forma de hacer las cosas. Una de las metodolog\u00edas m\u00e1s atractivas en este \u00e1mbito es el Real Time Bidding (RTB).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Este sistema diferente de publicidad consiste en una subasta en l\u00ednea de espacios publicitarios realizada en tiempo real.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfHa o\u00eddo hablar del RTB? Lea atentamente este art\u00edculo y compruebe c\u00f3mo el Real Time Bidding puede ser interesante para su marca.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" class=\"wp-image-12279\" style=\"width: 1500px;\" src=\"https:\/\/www.adqva.com\/wp-content\/uploads\/2022\/09\/02-what-is-RTB.jpg\" alt=\"02 qu\u00e9 es RTB\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es la RTB?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Real Time Bidding es un modelo en el que los anunciantes eligen la ubicaci\u00f3n, la audiencia y el momento id\u00f3neo para generar impacto con sus anuncios nativos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En t\u00e9rminos generales, podemos decir que se trata del modelo de adquisici\u00f3n de impresiones a trav\u00e9s de un sistema de pujas y que el objetivo principal de la RTB es proporcionar la publicidad adecuada a los clientes potenciales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diferencia entre compra program\u00e1tica y RTB<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No es dif\u00edcil encontrar a alguien que piense que compra program\u00e1tica y Real Time Bidding son sin\u00f3nimos, as\u00ed que tenemos que explicar la diferencia entre ambos t\u00e9rminos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Saber distinguirlos permite definir objetivos y ejecutar acciones m\u00e1s adecuadas en l\u00ednea. <a href=\"https:\/\/www.adqva.com\/es\/adqva-blog\/affiliate-marketing-best-cpa-networks-for-2022\/\">estrategias de marketing<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Existen varios modelos de compra programada, que se clasifican seg\u00fan el tipo de inventario que se vende y la forma en que se estipula el precio. F\u00edjate en los cuatro tipos:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>ofertas preferentes;<\/li><li>Prima program\u00e1tica;<\/li><li>mercado privado;<\/li><li>OpenExchange.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Esta \u00faltima, tambi\u00e9n llamada subasta abierta, es lo que llamamos Real Time Bidding. Teniendo en cuenta esta informaci\u00f3n, podemos decir que todo RTB es una compra program\u00e1tica, pero no todas las compras program\u00e1ticas son Real Time Bidding.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" class=\"wp-image-12280\" style=\"width: 1500px;\" src=\"https:\/\/www.adqva.com\/wp-content\/uploads\/2022\/09\/04-Buy-or-sell-your-traffic-VIA-RTB.webp\" alt=\"04 Compre o venda su tr\u00e1fico-VIA-RTB\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfC\u00f3mo funciona la RTB?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Despu\u00e9s de entender qu\u00e9 es el Real Time Bidding y conocer la diferencia entre este modelo y la compra program\u00e1tica, es hora de explicar c\u00f3mo funciona:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El interesado entra en una p\u00e1gina web y facilita la informaci\u00f3n solicitada por el sitio. Los datos son recogidos por Big Data en el formato de cookies en milisegundos. As\u00ed se crea un perfil del visitante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tras definir el perfil teniendo en cuenta sus caracter\u00edsticas, se env\u00eda un mensaje a la AD Exchange (plataforma intermediaria entre la oferta y la demanda) para que los anunciantes verifiquen si est\u00e1n interesados en publicar anuncios en los sitios visitados por el internauta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tras revisar la solicitud de oferta, los anunciantes comunican a la Demand Side Platform (DSF) si desean participar en la subasta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los formatos publicitarios que ofrece este tipo de compra program\u00e1tica son banners, anuncios privados, anuncios flotantes, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En este paso, los anunciantes definen los par\u00e1metros de adquisici\u00f3n de la campa\u00f1a y realizan pujas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El editor recibe las ofertas realizadas por las empresas que desean anunciarse y comprueba cu\u00e1l de todas es la m\u00e1s atractiva. Una vez detectado el ganador, los anuncios nativos se colocan en la web y se notifica al ganador la publicaci\u00f3n y la oferta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es necesario mencionar la Sell Side Platform (SSP), una plataforma que recoge el m\u00e1ximo de informaci\u00f3n sobre los medios de comunicaci\u00f3n en los que es posible colocar anuncios de empresas publicitarias. La SSP permite a los medios fijar un precio determinado por cada impresi\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al definir las etapas, tambi\u00e9n se puede identificar que el proceso de RTB es posible gracias a la intervenci\u00f3n de numerosos actores: usuarios o internautas, anunciantes, editores y plataformas Ad Exchange, DSP y SSP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4 ventajas de la RTB<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Utilizar la RTB como uno de los principales recursos para poner en marcha acciones de marketing digital es una decisi\u00f3n inteligente, sobre todo si se tienen en cuenta las ventajas que proporciona:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Segmentaci\u00f3n de la audiencia<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La segmentaci\u00f3n es esencial para garantizar que un anuncio impacte en la audiencia. Esto permite a los anunciantes personalizar el mensaje adapt\u00e1ndolo con un tono, un lenguaje y un estilo acordes a su audiencia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ahorro de dinero<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ahorrar en costes con la publicidad es una tarea m\u00e1s sencilla cuando aplicamos el RTB en el d\u00eda a d\u00eda del marketing. Los anunciantes solo pagan por las impresiones asociadas a la audiencia que les interesa.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mayores ingresos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">El inventario se abre a un mercado orientado a maximizar el valor de cada impresi\u00f3n. Como resultado, el soporte impulsa el tr\u00e1fico cualificado y es posible erradicar pr\u00e1cticamente las impresiones desperdiciadas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mejores resultados<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Las agencias consiguen mejores resultados para los clientes, una vez que optimizan el uso de los valores dirigidos a la realizaci\u00f3n de acciones publicitarias. Tambi\u00e9n podemos decir que hay un mayor control del rendimiento de cada acci\u00f3n o campa\u00f1a.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En definitiva, el Real Time Bidding es una atractiva metodolog\u00eda para llevar a cabo acciones de marketing en el entorno online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para que el RTB proporcione resultados incre\u00edbles, es fundamental manejar correctamente este modelo. Aparte de eso, tambi\u00e9n es interesante obtener informaci\u00f3n actualizada sobre las novedades en publicidad.<\/p>","protected":false},"excerpt":{"rendered":"<p>The corporate environment is constantly changing and this directly influences the way we do things. One of the most attractive methodologies in this area is Real Time Bidding (RTB). This different system of advertising consists of an online auction of advertising spaces made in real time. Have you heard of RTB? Read this article carefully [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1107,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,57],"tags":[],"class_list":["post-1106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-native-ads","category-rtb"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Real Time Bidding Explained - AdQVA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adqva.com\/es\/2022\/09\/06\/explicacion-de-las-pujas-en-tiempo-real\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Real Time Bidding Explained - AdQVA\" \/>\n<meta property=\"og:description\" content=\"The corporate environment is constantly changing and this directly influences the way we do things. 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