La tecnología publicitaria es quizás el desarrollo más crucial en la industria publicitaria durante las últimas tres décadas. La tecnología publicitaria y su papel en la monetización de sitios web y aplicaciones han impulsado a Google y Facebook a ingresos de 10 cifras y han permitido que miles de marcas se conviertan en nombres conocidos.
This article covers everything publishers need to know about ad tech, from the history to the main types of software available in their journey to creating revenue from their sites.
¿Qué es exactamente la tecnología publicitaria?
Ad technology, or ad tech for short, is the umbrella term encompassing all the software, platforms, and emerging technologies used by agencies, advertisers, and publishers in the strategic roll-out of their digital advertising campaigns.
It includes tools that allow brands to target, deliver, and analyze their marketing efforts.
Digital advertising can be a complex and costly endeavor, particularly for those new to monetization efforts. For publishers to ensure they roll out advertising campaigns that are cost-effective, they should be looking to partner with ad tech providers that have the required technical and logistical expertise to ensure maximum return on their advertising investment.
Desde que apareció la primera campaña de publicidad digital en línea en 1994 en wired.com, ha habido varios avances en el espacio publicitario en línea, entre ellos la introducción de tecnología publicitaria, que ha revolucionado el proceso de publicación de anuncios.
La revolución de la tecnología publicitaria comenzó en 1995, cuando FocaLink Media Services desarrolló el primer servidor de anuncios . A esto le siguió el éxito de Doubleclick, una combinación de red y servidor de anuncios que luego se convertiría en Google Ad Manager .
Early ad exchanges begin to appear in the mid-2000s, with DSPs, DMPs, SSPs joining the eco-system more recently.
Estos avances han brindado a los editores la capacidad de automatizar, optimizar y maximizar el retorno de la inversión (ROI) de su inversión publicitaria.
Publicidad programática en Ad Tech
Programmatic Advertising, the process of automatically buying and selling digital advertising space, has been a game-changer when it comes to ad tech solutions.
Before the introduction of programmatic advertising, advertising, ordering, setting up, and reporting on ads all had to be carried out manually.
Programmatic advertising offers the following benefits:
- Ability to scale. Programmatic advertising allows advertisers to reach a large audience by purchasing ad space from any ad inventory available, rather than being limited as they might have been before.
- Real-time flexibility. Advertisers can make real-time adjustments to ads based on their impressions, and they can take advantage of a broad range of targeting criteria.
- Targeting capabilities. With superior targeting, an advertiser's budget can be put to better use and spent more efficiently.
- Efficiency. The process is more streamlined, and more relevant ads are served through targeting. Access to a large pool of publishers means advertisers can get a better return on their investment, while publishers can maximize their revenue too.
To learn more about how Publift leverages ad tech to grow our client’s revenue, check out our case studies.
Tecnología publicitaria frente a MarTech
Ad tech is often mistaken to be the same as marketing technology, and while the two intersect, there are distinct differences between the ad tech and mar tech industries. While most people consider advertising to fall under the larger banner of marketing, others see them as separate but interconnected specializations.
Below are some of the significant differences between ad tech and mar tech.
Tipos de software de tecnología publicitaria
El panorama de la tecnología publicitaria está formado por todos los actores del ecosistema de la tecnología publicitaria interconectados a través de una red intrincada. Conectar a los principales actores de la industria, anunciantes y editores, son las soluciones de tecnología publicitaria necesarias para que estos agentes realicen sus esfuerzos de marketing digital.
To achieve their specific goals, they use different tools and platforms.
Servidor de anuncios
En el pasado, los servidores de anuncios se utilizaban para alojar y almacenar anuncios y publicarlos en los sitios de los editores. Hoy en día, los servidores de anuncios han evolucionado como plataformas que combinan varios servicios; lanzan campañas publicitarias, administran la ubicación de sitios web y relacionan a editores y anunciantes.
Ad servers also work to collect key ad data metrics to enable publishers to optimize their campaigns successfully.
Los servidores de anuncios permiten que se produzca todo el proceso de compra y venta de medios sin necesidad de cambiar el código HTML de las páginas web.
There are two types of ad servers; first-party ad servers that publishers use to sell inventory, and third-party servers that are used by advertisers to launch, manage and optimize their digital advertising campaigns.
Plataforma del lado de la demanda (DSP)
Demand-Side Platforms are an interface allowing users to buy ad inventory from various ad exchanges and supply-side platforms (SSPs). They play an integral role in real-time bidding (RTB), where they are the receiver of the browser’s request for ad serving.
This ad tech tool offers more automation options than ad servers. Advertisers can set their targeting preferences, CPM, and launch their campaign without having to negotiate prices with the publishers directly.
Furthermore, DSPs offer bidding rules, multipliers, and other optimization tools that allow advertisers to automatically optimize their campaigns
There are two choices when it comes to DSPs:
- DSP de autoservicio: los proveedores de tecnología publicitaria suelen ofrecer DSP de autoservicio y son la forma más rápida para que los anunciantes comiencen a comercializar anuncios de manera programática. Los DSP de autoservicio permiten a los anunciantes comercializar anuncios y optimizar campañas de forma independiente sin la ayuda de profesionales externos en la industria de la tecnología publicitaria.
- White Label DSPs: White Label DSPs are a SaaS platform that can be customized and branded as the advertisers own. Unlike Self-serve DSPs, the white label solution allows integration with custom SSPs, giving advertisers complete control over their campaigns, including where their traffic comes from, and access to all data transmitted from publishers.
Plataforma del lado de la oferta (SSP)
Supply-side platforms sit on the other side of the demand-side platform exchange. SSPs are ad tech software leveraged by publishers to manage, sell, and optimize inventory on their websites and mobile apps.
As with DSPs, SSPs work on an RTB protocol, whereby publishers include an ad tag or a header on their web pages, so each time someone visits their website, an ad request is sent.
The tag is sent to the SSP, which processes the publisher’s data and then sends it on the DSP to request a suitable ad.
The DSP matches the publisher’s audience with the advertiser’s targeting, selecting the highest bidder in the process.
Mesa de operaciones de agencia (ATD)
An agency trading desk (ATD) is a simplified form of a DSP for users that may not be ready to invest in a DSP or in-house ad tech team.
An ATD comprises a whole toolset provided by media agencies for planning, buying, and managing omnichannel marketing campaigns. An ATD employs staff that acts in place of an in-house media buying team. This means, however, that advertisers using an ATD don’t have direct access to the ad inventory.
Ad Exchanges
When online advertising exploded on the internet in the late 90s and early 2000s, websites began to sell an increasing amount of ad space to advertisers. Before publishers knew it, they were dealing with millions of impressions and thousands of ad agencies. From this demand, ad networks were born; companies that aggregate websites with comparable inventory into bundles, essentially centralizing the ad purchase process. The development of this advertising technology allowed advertisers to buy a large number of ads and meet their impression targets.
Ad Exchanges are the conduit between DSPs and SSPs and are generally leveraged by large ad tech companies in the ad serving process. While advertisers and publishers will rarely access the ad exchange, their inventory will generally pass through this platform on its journey to the ad space.
Plataforma de gestión de datos (DMP)
Data Management Platforms (DMPs) are a form of technology that allows a company to understand its consumers’ behaviors. Generally, a data management platform will allow for the collection of consumer data from several sources:
- Tags on websites
- Etiquetas en aplicaciones móviles
- Galletas
- APIs
- S2S integrations
Estos datos son la información esencial disponible para los especialistas en marketing; les permite optimizar su publicidad para ofrecer contenido altamente relevante a sus consumidores. Específicamente, los datos en tecnología publicitaria se pueden utilizar para:
- Atribución
- Optimizaciones de campaña
- Identificación
- Informes
- Targeting
Customer Data Platform
The CDP Institute defines a Customer Data Platform as ‘packaged software that creates a persistent, unified customer database that is accessible to other systems.’ Essentially a CDP is a single system that centralizes user data for use in ad tech campaigns. CDPs collect both third-party data and first-party data obtained by consent.
With Google phasing out third-party cookies in 2022, CDPs will likely see increased adoption as ad tech vendors and networks will have to rely on first-party data collection to obtain user data.
Herramientas de escaneo de inventario y calidad de anuncios
A pesar de una mayor conciencia de la industria y las sanciones de Google, el fraude publicitario sigue prevaleciendo en el negocio de la tecnología publicitaria, y ciertos estudios muestran que alrededor del 37% de los anuncios se ven afectados por el fraude publicitario.
La publicidad maliciosa (o publicidad maliciosa ) propaga virus y compromete los sistemas, mientras que algunas fuentes de tráfico están impulsadas casi en su totalidad por bots.
Inventory and ad quality scanning tools help combat these threats by verifying the ad- and traffic- legitimacy before it is served to a website.
Ad Tech Industry Trend
El uso de tecnología publicitaria se ha disparado en los últimos años y no muestra signos de desaceleración. A medida que la industria continúa expandiéndose, las agencias de medios podrán aprovechar integraciones más amplias y más claras, un mayor intercambio de datos y un alcance extendido en todos los canales publicitarios.
Publift facilita la publicidad programática a los editores con nuestra plataforma Fusible . Ya sea que esté buscando monetizar un solo sitio o una importante red editorial, podemos ayudarlo a aumentar sus ingresos con nuestras soluciones de tecnología publicitaria de siguiente nivel. Con un crecimiento promedio del 55 % en los ingresos netos dentro de los seis meses posteriores al uso de Fuse, ayudamos a nuestros clientes a obtener resultados.
Si genera más de $2000 en ingresos publicitarios mensuales, contáctenos hoy para obtener más información sobre cómo Publift puede ayudarlo a aumentar sus ingresos publicitarios y optimizar mejor el espacio publicitario disponible en su sitio web o aplicación.