{"id":5053,"date":"2016-11-09T11:00:32","date_gmt":"2016-11-09T10:00:32","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=5053"},"modified":"2020-12-19T15:09:30","modified_gmt":"2020-12-19T14:09:30","slug":"rtb-marketing-online","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/","title":{"rendered":"El Real Time Bidding en Marketing Online"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2855511465\"><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\/rtb-marketing-online\/\" data-essbisPostTitle=\"El Real Time Bidding en Marketing Online\" data-essbisHoverContainer=\"\"><p>Para hacer una campa\u00f1a de <a href=\"https:\/\/www.imf-formacion.com\/masters-online-marketing\"><strong>publicidad online<\/strong><\/a>, lo que los anunciantes suelen, o sol\u00edan, hacer es elegir el medio en el que anunciarse.<\/p><div class=\"blogs-contenido\" id=\"blogs-3529811992\"><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>Ya sea una web, un blog, etc, se negocia y acuerda un precio con el soporte, normalmente a <strong>CPM<\/strong> o coste por mil impresiones.<\/p>\n<p>Muchos editores tienen impresiones o parte de su inventario sin vender. En este punto, es cuando se plantean el m\u00e9todo de contrataci\u00f3n RTB.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_RTB\"><\/span>\u00bfQu\u00e9 es el RTB?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab52248202fc\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab52248202fc\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/#%C2%BFQue_es_el_RTB\" >\u00bfQu\u00e9 es el RTB?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/#Ventajas_de_las_pujas_en_tiempo_real\" >Ventajas de las pujas en tiempo real<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/#%C2%BFComo_funciona_el_RTB\" >\u00bfC\u00f3mo funciona el RTB?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/#Factores_que_componen_el_RTB\" >Factores que componen el RTB<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>El RTB o, en espa\u00f1ol, \u00abpuja en tiempo real\u00bb, no es m\u00e1s que un sistema de pujas en tiempo real en el cual se le atribuye un espacio publicitario display al anunciante mejor postor, a CPM.<\/p>\n<p>El <strong>anunciante<\/strong>, puede acceder a la impresi\u00f3n en el mismo momento en el que se va a mostrar al usuario y, gracias a los \u00abData Providers\u00bb, poder decidir si pujar o no, en funci\u00f3n del perfil de \u00e9stos.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-376318485\"><!------------------------   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><span class=\"ez-toc-section\" id=\"Ventajas_de_las_pujas_en_tiempo_real\"><\/span>Ventajas de las pujas en tiempo real<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Con este m\u00e9todo, podemos <strong>segmentar<\/strong> las impresiones m\u00e1s f\u00e1cilmente que en los <strong>anuncios<\/strong> de display como se hab\u00eda estado haciendo hasta ahora.<\/p>\n<p>Gracias al RTB, los soportes, entre otras cosas, pueden <strong>rentabilizar<\/strong> las impresiones no vendidas que, por consiguiente, no ten\u00edan ning\u00fan valor.<\/p>\n<p>Pero los soportes\u00a0no son los \u00fanicos beneficiados del RTB, sino que tambi\u00e9n <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/somos-conscientes-de-las-ventajas-economicas-del-rtb\/\">se benefician los anunciantes<\/a>.<\/p>\n<p>\u00c9stos tienen (entre otras ventajas) la opci\u00f3n de poder aparecer en soportes Premium a un precio muy inferior, siendo quiz\u00e1 la \u00fanica oportunidad que tienen en aparecer en este tipo de soportes.<\/p>\n<p>Adem\u00e1s, el RTB es un m\u00e9todo muy atractivo para aquellos anunciantes que tienen como objetivo realizar <strong>branding<\/strong> y darse a conocer.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFComo_funciona_el_RTB\"><\/span>\u00bfC\u00f3mo funciona el RTB?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El funcionamiento es sencillo:<\/p>\n<ul>\n<li>En las cookies de las <strong>p\u00e1ginas web<\/strong> se encuentran los datos de los usuarios y los anunciantes interesados en el tipo de perfil reciben la oferta.<\/li>\n<li>Los anunciantes valoran si les interesa o no pujar, pudiendo a veces elegir el formato en el que deseen ver su display.<\/li>\n<li>Una vez recibidas las ofertas, se selecciona el mejor postor.<\/li>\n<li>Se publica en el soporte, a la vez que se le comunica al anunciante.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Factores_que_componen_el_RTB\"><\/span>Factores que componen el RTB<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Como podemos observar, el RTB es un modelo revolucionario de <strong>compra\/venta de publicidad display<\/strong>, pero para que funcione necesitamos la presencia de diferentes partes:<\/p>\n<ol>\n<li>Para empezar por la parte m\u00e1s importante, podemos se\u00f1alar a <strong>los usuarios<\/strong> ya que sin ellos no tendr\u00edan lugar las impresiones.<\/li>\n<li>En segundo lugar estar\u00edan <strong>los anunciantes<\/strong>, los cuales usan los DSP.<\/li>\n<li><strong>Los DSP<\/strong> o Demand Side Platforms es la plataforma que permite automatizar la compra de <strong>publicidad online. <\/strong>Esta plataforma\u00a0proporciona un servicio de compra centralizado, agregando los ad exchanges (la plataforma que compra en tiempo real y pone en contacto oferentes y demandantes).<\/li>\n<li><strong>Los SSP<\/strong> (plataforma que gestiona los anuncios y maximizan los ingresos de los soportes) e integran los datos para optimizar la toma de decisiones.<\/li>\n<\/ol>\n<p>A modo resumen, si queremos usar el modelo de contrataci\u00f3n RTB no tenemos m\u00e1s que ir a un ad Exchange y pujar por el espacio publicitario que m\u00e1s nos interese en funci\u00f3n del perfil de los usuarios.<\/p>\n<p>Algo importante que debemos saber sobre este m\u00e9todo es que si somos el mejor postor, no podremos decidir los soportes de nuestras impresiones, aunque podemos conseguir que nuestro display salga en distintas p\u00e1ginas, en todas aquellas en las que nuestro perfil de usuario haya visitado anteriormente.<\/p>\n<p>Eliges en qu\u00e9 web aparecer, adem\u00e1s a qu\u00e9 hora del d\u00eda y ante qu\u00e9 tipo de usuario.<\/p>\n<p>Gracias a los Data Providers podemos ajustar la puja en funci\u00f3n de la calidad de usuarios o target que navega, seg\u00fan nuestros intereses.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-4202025920\"><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>Para finalizar, se puede decir el que el m\u00e9todo de contrataci\u00f3n RTB es una alternativa a <strong>Google Adwords<\/strong> y los dem\u00e1s sistemas de publicidad como los sistemas de afiliaci\u00f3n, y seg\u00fan tus objetivos, deber\u00e1s elegir una opci\u00f3n u otra.<\/p>\n<p><strong><a href=\"https:\/\/es.linkedin.com\/in\/cristina-almod\u00f3var-mayorgas-80b4a5a9\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-5057 alignleft\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/11\/cristina-almodovar.jpg\" alt=\"cristina-almodovar\" width=\"132\" height=\"132\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/11\/cristina-almodovar.jpg 132w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/11\/cristina-almodovar-150x150.jpg 150w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/11\/cristina-almodovar-200x200.jpg 200w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/11\/cristina-almodovar-80x80.jpg 80w\" sizes=\"auto, (max-width: 132px) 100vw, 132px\" \/><\/a><\/strong><\/p>\n<p><strong><a href=\"https:\/\/es.linkedin.com\/in\/cristina-almod\u00f3var-mayorgas-80b4a5a9\">Cristina Almodovar Mayorgas<\/a>,\u00a0<\/strong>alumna del <a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">Master en Marketing y Comunicaci\u00f3n Digital<\/a> de <a href=\"https:\/\/www.imf-formacion.com\">IMF Smart Education.\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/\" data-essbisPostTitle=\"El Real Time Bidding en Marketing Online\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":5055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4],"tags":[8772,712,171,88,708,711,559],"class_list":["post-5053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","tag-mercadotecnia","tag-oferta","tag-online","tag-publicidad","tag-puja","tag-soporte","tag-venta"],"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>El RTB - Real Time Bidding en Marketing Online: que es y sus ventajas<\/title>\n<meta name=\"description\" content=\"El RTB o la puja en tiempo real, es sistema de pujas online en el cual se le atribuye un espacio publicitario display al anunciante mejor postor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Real Time Bidding en Marketing Online\" \/>\n<meta property=\"og:description\" content=\"El RTB o la puja en tiempo real, es sistema de pujas online en el cual se le atribuye un espacio publicitario display al anunciante mejor postor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/rtb-marketing-online\/?q=the\" \/>\n<meta property=\"og:site_name\" content=\"Blog de Marketing Online\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/IMF.Education\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-09T10:00:32+00:00\" \/>\n<meta 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