{"id":3988,"date":"2016-02-15T11:42:11","date_gmt":"2016-02-15T10:42:11","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=3988"},"modified":"2020-06-22T11:40:27","modified_gmt":"2020-06-22T09:40:27","slug":"programmatic-guaranteed-rtb-google","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/programmatic-guaranteed-rtb-google\/","title":{"rendered":"Programmatic Guaranteed, el RTB de Google"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-510404365\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/programmatic-guaranteed-rtb-google\/\" data-essbisPostTitle=\"Programmatic Guaranteed, el RTB de Google\" data-essbisHoverContainer=\"\"><p>Hace ya 6 meses que se presento el nuevo servicio de Google y durante este tiempo han estado testando la soluci\u00f3n 200 editores y 300 anunciantes para ofrecer <strong>una herramienta RTB que ayude a todos por igual.<\/strong> Se creo el proyecto para mejorar la eficiencia de los acuerdos publicitarios entre editores, agencias y marcas.<\/p><div class=\"blogs-contenido\" id=\"blogs-2468134468\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<p>Durante el tiempo del test, seg\u00fan fuentes de Google, los anunciantes han ido exponencialmente aumentado su volumen de impresiones cada trimestre en la recolecci\u00f3n de datos para valorar su funcionamiento y \u00e9xito en las campa\u00f1as de los anunciantes. Unos buenos datos a priori.<\/p>\n<p>&nbsp;<\/p>\n<h2>Google lanza la herramienta en fase beta<\/h2>\n<p>A partir del 15 de Enero cualquier anunciante podr\u00e1 utilizar la herramienta a trav\u00e9s de DoubleClick Bid Manager, o editores que utilicen DoubleClick for Publishers. Un nuevo sistema de pujas de inventarios web en tiempo real para campa\u00f1as de marketing online.<\/p>\n<p>Se pretende mejorar y ofrecer un mejor precio a trav\u00e9s de la venta program\u00e1tica los inventarios tanto de venta directa como los excesos de inventario. Los anunciantes tendr\u00e1n opci\u00f3n de conseguir espacios y campa\u00f1as Premium a trav\u00e9s del sistema, el \u00fanico, seg\u00fan se\u00f1ala Google, que da esta opci\u00f3n en el mercado.<\/p>\n<p>Hasta ahora la mayor\u00eda de espacios Premium, o los mejor situados o los de mayor tr\u00e1fico seg\u00fan franjas horarias, estaban destinados a una venta directa. O sea, una venta offline o no automatizada que se cerraba de forma f\u00edsica. Un comercial del espacio web, o en su caso un editor, acordaba la campa\u00f1a con el anunciante o agencia directamente, sin ser un proceso online. En este caso el sistema incluye ese inventario que solo era, hasta la fecha, contratado por medios tradicionales.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3135333317\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<h2>Ganan todos<\/h2>\n<p>&#8211; Los anunciantes con menor poder de inversi\u00f3n pueden llegar a esas zonas Premium si el inventario a quedado sin asignar o vendido. Y a un precio m\u00e1s acorde a su potencial inversor. Un gran avance para los anunciantes menos pudientes que ahora pueden pujar por ello.<\/p>\n<p>&#8211; El editor sabe que su inventario siempre estar\u00e1 vendido, o casi, ya que esas franjas horarias o targets (traqueados por cookies de sesi\u00f3n de Google) menos rentables tambi\u00e9n se vender\u00e1n. No todo el inventario Premium se vende. En ocasiones se cede tr\u00e1fico para hacer m\u00e1s atractiva la oferta para que el anunciante se decida por ese espacio premium. En esta ocasi\u00f3n, solo vender\u00e1 la parte que necesite o demande el anunciante o agencia.<\/p>\n<p>&#8211; Las marcas podr\u00e1n disponer de espacio Premium no vendido para sus anuncios en tiempo real, haci\u00e9ndolo especialmente atractivo a la hora de montar una acci\u00f3n flash con una inversi\u00f3n mas reducida de lo normal, y pudiendo ejercer la acci\u00f3n en unos simples minutos, que hasta ahora se perd\u00eda ese requerimiento de \u2018en tiempo real\u2019.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2334860535\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>El RTB (Real-Time Bidding, Pujas en Tiempo Real) empieza a tomar forma de ser la opci\u00f3n de \u00bffuturo? a la hora de montar campa\u00f1as, acciones o simplemente branding para cualquier tipo de anunciante.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/bloggers\/jordi-torregosa\/\"><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-1876 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2014\/02\/JORDI.jpg\" alt=\"Jordi Torregrosa, experto en marketing online.\" width=\"107\" height=\"133\">Jordi Torregrosa<\/strong><\/a>, consultor de Marketing Digital<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"volverhome\"><a title=\"Volver a la home\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/\">Volver a la home<\/a><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/programmatic-guaranteed-rtb-google\/\" data-essbisPostTitle=\"Programmatic Guaranteed, el RTB de Google\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":3989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[59,20],"class_list":["post-3988","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-google","tag-rtb"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Programmatic Guaranteed, el RTB de Google &#8226; 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