{"id":939,"date":"2022-05-13T17:23:28","date_gmt":"2022-05-13T17:23:28","guid":{"rendered":"https:\/\/www.adqva.com\/2022\/05\/13\/what-is-a-dsp-best-dsp-platforms-for-2022\/"},"modified":"2022-05-13T17:23:28","modified_gmt":"2022-05-13T17:23:28","slug":"que-es-un-dsp-mejores-plataformas-dsp-para-2022","status":"publish","type":"post","link":"https:\/\/www.adqva.com\/es\/2022\/05\/13\/what-is-a-dsp-best-dsp-platforms-for-2022\/","title":{"rendered":"\u00bfQu\u00e9 es un DSP? Las mejores plataformas DSP para 2022"},"content":{"rendered":"<h1 class=\"wp-block-heading\">&nbsp;<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Hay muchas p\u00e1ginas web que disponen de espacio para anuncios nativos que ponen a la venta o alquilan a aquellos anunciantes con las mejores ofertas. Normalmente, este proceso tiene lugar en un mercado de anuncios online, o <strong><em><a href=\"https:\/\/en.wikipedia.org\/wiki\/Ad_exchange\">intercambio de anuncios<\/a><\/em><\/strong>que crea una interfaz para el suministro (<strong><em><a href=\"https:\/\/www.adqva.com\/es\/adqva-blog\/que-es-una-ssp-mejores-plataformas-ssp-para-2022\/\">Plataformas de suministro<\/a><\/em><\/strong> y <strong><em><a href=\"https:\/\/en.wikipedia.org\/wiki\/Advertising_network\">redes publicitarias<\/a><\/em><\/strong>) y la demanda. En este proceso, <strong>la Plataforma de la Demanda (DSP) es responsable de esta demanda<\/strong>. Aqu\u00ed puede incluir anunciantes (agencias o empresas), que utilizan espacios publicitarios gratuitos para insertar sus anuncios nativos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los espacios publicitarios no se muestran en las propias plataformas, sino que \u00e9stas s\u00f3lo captan el alcance (<strong>impresiones<\/strong>) que otras redes tienen para los anunciantes. Los anunciantes tienen la posibilidad de <strong>compare los precios<\/strong> de espacios publicitarios en l\u00ednea a trav\u00e9s de diferentes redes publicitarias, mercados y plataformas SSP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si se toma una decisi\u00f3n sobre un determinado inventario publicitario, la plataforma de demanda inicia una subasta en tiempo real (<strong>Licitaci\u00f3n en tiempo real<\/strong>) y realiza la compra de un inventario publicitario a un proveedor (SSP). El proceso tiene lugar de forma automatizada en apenas unos milisegundos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" class=\"wp-image-12076\" style=\"width: 1500px\" src=\"https:\/\/www.adqva.com\/wp-content\/uploads\/2022\/05\/02-mobile-advertising-ecosystem-1.png\" alt=\"ecosistema de publicidad m\u00f3vil\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfPara qu\u00e9 sirve una plataforma de demanda?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La finalidad de este tipo de plataformas es la automatizaci\u00f3n y optimizaci\u00f3n de la compra de anuncios nativos con la ayuda de diferentes algoritmos. De esta forma, <strong>aumenta la eficacia de las campa\u00f1as publicitarias<\/strong> a medida que se encuentra el posicionamiento m\u00e1s adecuado para los banners u otros soportes publicitarios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esto significa que, por un lado, la <strong>alcance \u00f3ptimo<\/strong> se obtiene por el precio m\u00e1ximo previamente definido y, por otro, se llega a usuarios que pueden ser clientes potenciales a trav\u00e9s de mecanismos como la segmentaci\u00f3n o el retargeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los DSP ponen a disposici\u00f3n de los anunciantes una gran variedad de datos para su optimizaci\u00f3n con la ayuda de:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Demograf\u00eda<\/li><li>historiales de b\u00fasqueda<\/li><li>b\u00fasquedas<\/li><li>o cookies derivadas de los datos del usuario<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Procedimiento de compra de inventario de DSP<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En el pasado, elegir una red, determinar la puja m\u00e1xima y establecer los criterios para definir el grupo objetivo eran pasos necesarios si se quer\u00eda adquirir inventario publicitario. Hasta el DSP, su automatizaci\u00f3n depend\u00eda del trabajo de uno o varios operarios, aunque hoy la responsabilidad recae en el DSP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para ello, la plataforma recopila todos los datos sobre el inventario publicitario disponible en diversas redes. Posteriormente, y a partir de los datos de Real Time Bidding (RTB), se calcula el precio del inventario y se establece autom\u00e1ticamente el presupuesto fijado por los anunciantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El proceso se basa en el sistema de subasta, como <strong><em><a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-google-adwords\/\">Google AdWords<\/a><\/em><\/strong>: en primer lugar, los anunciantes realizar\u00e1n una puja m\u00e1xima en funci\u00f3n de lo que cada uno est\u00e9 dispuesto a gastar para que se publiquen los anuncios nativos. El sistema coloca autom\u00e1ticamente las pujas durante el proceso de Real Time Bidding en las franjas publicitarias que mejor se adaptan a las necesidades y al p\u00fablico objetivo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Las mejores plataformas DSP para 2022<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Visualizaci\u00f3n y v\u00eddeo 360 (DV360)<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Una herramienta \u00fanica y avanzada con la que es posible planificar campa\u00f1as, dise\u00f1ar y gestionar creatividades, organizar y aplicar datos de audiencia, buscar y comprar inventario, y medir y optimizar campa\u00f1as.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Amazon DSP<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Con este DSP, en lugar de comprar una \u00fanica ubicaci\u00f3n de anuncio en una URL espec\u00edfica, a trav\u00e9s de este se pueden comprar una variedad de anuncios de display (ya sean de imagen o v\u00eddeo) a trav\u00e9s de m\u00faltiples URLs, y teniendo en cuenta los ajustes de segmentaci\u00f3n de leads configurados por el usuario o anunciante.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">MediaMath<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">MediaMath ayuda a las principales marcas del mundo a ofrecer publicidad digital personalizada en todos los puntos de contacto conectados a Internet. Fundada en 2007 y pionera en publicidad program\u00e1tica, MediaMath fue reconocida como l\u00edder en el Cuadrante M\u00e1gico 2020 de Gartner para Ad Tech y gan\u00f3 el premio a la Mejor Asistencia a Cuentas por una Empresa Tecnol\u00f3gica dos a\u00f1os consecutivos en los AdExchanger Awards.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusiones sobre la plataforma de la demanda<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Demand Side Platform permite reunir en una \u00fanica plataforma las ofertas de diferentes redes. Esto no s\u00f3lo hace que los anunciantes tengan <strong>acceso a m\u00e1s impresiones<\/strong> o alcance al estar vinculado a redes diferentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A trav\u00e9s de la base de datos disponible y de una interfaz con diferentes servidores de anuncios se puede llevar a cabo una <strong>control exacto de las campa\u00f1as<\/strong> <strong>y tambi\u00e9n utilizar el presupuesto de la forma m\u00e1s eficiente posible<\/strong>. Mediante una comparaci\u00f3n directa y la puja en tiempo real, se pueden obtener los mejores resultados al publicar los anuncios nativos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con el DSP tendremos opciones de personalizaci\u00f3n m\u00e1s avanzadas, una de sus principales ventajas es que nos permite utilizar <strong><em><a href=\"https:\/\/www.techopedia.com\/definition\/9202\/rich-media\">Medios enriquecidos<\/a><\/em><\/strong> y un inventario mucho mayor de formatos para los anunciantes. Con esto, podemos mejorar dr\u00e1sticamente la relevancia de nuestros anuncios nativos al atraer a la audiencia con la creatividad.<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; There are many web pages that have available space for native ads that they offer for sale or rent to those advertisers with the best offers. Typically, this process takes place in an online advertisement markets, or ad exchange, which creates an interface for supply (Supply Side Platforms (SSP) and ad networks) and demand. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":941,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,14],"tags":[19,20,16],"class_list":["post-939","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dsp","category-native-ads","tag-demand-side-platform","tag-dsp","tag-native-ads"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a DSP? 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