{"id":12271,"date":"2024-12-03T10:16:51","date_gmt":"2024-12-03T09:16:51","guid":{"rendered":"https:\/\/refinery89.com\/?p=12271"},"modified":"2025-05-08T09:52:12","modified_gmt":"2025-05-08T07:52:12","slug":"header-bidding-vs-waterfall-diferencias-explicadas","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/header-bidding-vs-waterfall-differences-explained\/","title":{"rendered":"Header Bidding vs Waterfall: Diferencias Explicadas"},"content":{"rendered":"

S\u00f3lo para asegurarnos de que estamos en la misma p\u00e1gina. A menos que vendas tus anuncios directamente a los anunciantes, cuando un anuncio se carga en tu sitio web, pasa por una subasta para vender esa unidad publicitaria al anunciante que haga la puja m\u00e1s alta. Existen diferentes t\u00e9cnicas para realizar este proceso de puja: Programmatic Waterfall y Header Bidding. \u00bfCu\u00e1l crees que aportar\u00e1 m\u00e1s ingresos publicitarios a tus bolsillos y por qu\u00e9? \u00a1No respondas todav\u00eda! Empecemos por entender qu\u00e9 es qu\u00e9.<\/p>\n

 <\/p>\n

\u00bfQu\u00e9 es Waterfall en la publicidad program\u00e1tica?<\/strong><\/h2>\n

 <\/p>\n

Antes de que existiera el Header Bidding, los anuncios se serv\u00edan utilizando el m\u00e9todo Waterfall. Waterfall en program\u00e1tica es una t\u00e9cnica para vender el inventario publicitario de un Publisher a trav\u00e9s de una subasta secuencial. Se realiza ordenando las redes publicitarias en funci\u00f3n de su rendimiento y vendiendo la unidad publicitaria al primer comprador de esa lista que alcance el precio m\u00ednimo o Floor Price.<\/p>\n

Por ejemplo, tu fijas tu floor price<\/a> en 1\u20ac y el primer comprador de la clasificaci\u00f3n ofrece 0,50\u20ac. Como no es suficiente, la oferta pasa al siguiente comprador de la lista. El siguiente ofrece 1\u20ac por el anuncio y se lo vende porque alcanza el precio m\u00ednimo. Si el tercer comprador de la lista estuviera dispuesto a ofrecer 2\u20ac, tu no podr\u00edas obtenerlos porque el espacio publicitario se vendi\u00f3 al primer comprador que alcanz\u00f3 tu precio m\u00ednimo. En otras palabras, perder\u00edas los mayores ingresos publicitarios que podr\u00edas haber obtenido por tu espacio publicitario. Un fastidio total, \u00bfverdad?<\/p>\n

 <\/p>\n

\"Programmatic<\/p>\n

 <\/p>\n

\u00bfQu\u00e9 es Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

Header Bidding<\/a> tambi\u00e9n es un m\u00e9todo de publicidad program\u00e1tica para vender el inventario publicitario de un Publisher. Es un proceso de puja en tiempo real (RTB) en el que los anunciantes pujan simult\u00e1neamente. Esta tecnolog\u00eda permite a varias redes publicitarias pujar por un espacio publicitario al mismo tiempo justo antes de publicar un anuncio en un sitio web. Todo el proceso se realiza en un abrir y cerrar de ojos. Mejora el tiempo de carga del anuncio y, por tanto, SEO<\/a> .<\/p>\n

Header Bidding realiza pujas en tiempo real entre varias fuentes de demanda simult\u00e1neamente, en las que el inventario publicitario del Publisher se vende al comprador que est\u00e9 dispuesto a pagar el CPM m\u00e1s alto. Adem\u00e1s, con m\u00e1s anunciantes participando al mismo tiempo por la audiencia, proporciona una tasa de llenado mucho mejor que las subastas en cascada.<\/p>\n

 <\/p>\n

\"Header<\/p>\n

 <\/p>\n

 <\/p>\n

Hay tres sistemas principales que proporcionan header bidding:<\/p>\n

\u00a0<\/strong><\/p>\n

Prebid<\/a><\/strong><\/h3>\n

Es un wrapper de c\u00f3digo abierto de header bidding. Prebid requiere que los usuarios tengan algunos conocimientos t\u00e9cnicos para implementarlo, ya que es autogestionado. Se puede personalizar y modificar a gusto del usuario. Puede funcionar de forma independiente o en t\u00e1ndem con otros sistemas de header bidding.<\/p>\n

\u00a0<\/strong><\/p>\n

Google Open Bidding (OB)<\/a><\/strong><\/h3>\n

La versi\u00f3n de Google de las ofertas de cabecera. OB es una subasta unificada del lado del servidor en la que varios SSP pueden pujar simult\u00e1neamente por una impresi\u00f3n. S\u00f3lo est\u00e1 disponible a trav\u00e9s de Google Ad Manager 360 (GAM360) y se ejecuta junto con Ad Exchange (AdX) de Google. OB es f\u00e1cil de configurar y activar, pero no ofrece mucho control.<\/p>\n

\u00a0<\/strong><\/p>\n

TAM (Transparent Ad Marketplace)<\/a><\/strong><\/h3>\n

TAM es la soluci\u00f3n de pujas de cabecera del lado del servidor de Amazon para Publishers, similar a Open Bidding de Google. Es muy f\u00e1cil de usar, pero requiere un servidor de anuncios GAM con el que conectarse. TAM ofrece sus propias conexiones UAM (Unified Ad Marketplace) con un gran n\u00famero de SSP para que puedas empezar a trabajar en t\u00e9rminos de monetizaci\u00f3n. Pero si deseas conectarte directamente con tus propios socios de demanda, necesitar\u00e1s tener relaciones contractuales existentes con estos SSP. A trav\u00e9s de la plataforma de Amazon, tendr\u00e1s acceso a la demanda de su Ad Marketplace, as\u00ed como la oportunidad de conectar con socios con los que trabajan, como Xandr AdaptMX, Magnite, GumGum, Smaato y SpotX, entre muchos otros.<\/p>\n

En Refinery89 gestionamos estos tres sistemas a trav\u00e9s de nuestra soluci\u00f3n Single Tag<\/a>. Con Single Tag tienes acceso inmediato a Prebid, TAM y Google Open Bidding, con m\u00e1s de 25 fuentes de demanda premium compitiendo por tu espacio publicitario a los mejores CPMs.<\/p>\n

 <\/p>\n

\"Refinery89's<\/p>\n

 <\/p>\n

 <\/p>\n

Ahora, \u00a1comparemos Waterfall y Header Bidding!<\/strong><\/h2>\n

 <\/p>\n

\"Waterfall<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

\u00bfQui\u00e9n gana esta ronda? \u00bfWaterfall o Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

El ganador por decisi\u00f3n mayoritaria, introducido en 2014... \u00a1\u00a1\u00a1Header Bidding!!!<\/p>\n

Waterfall sol\u00eda ser el est\u00e1ndar de la industria hasta que Header Bidding entr\u00f3 en escena. Sin embargo, podr\u00eda no ser lo m\u00e1s conveniente de usar. No ser\u00edas capaz de maximizar los ingresos de su espacio publicitario, como lo har\u00edas con Header Bidding.<\/p>\n

A pesar de que es un poco m\u00e1s complicado de configurar por ti mismo (adem\u00e1s de que realmente no necesitas pasar por todas las molestias, ya que para eso tambi\u00e9n estamos aqu\u00ed), la Puja de Cabecera permite a los Editores obtener un mejor rendimiento gracias al RTB. La unidad publicitaria se vende al mejor postor entre una amplia gama de anunciantes, en tiempo real, aumentando sus ingresos publicitarios. Adem\u00e1s, obtiene anuncios de mayor calidad gracias al aumento de la competencia, mejorando as\u00ed el rendimiento de la monetizaci\u00f3n publicitaria de tu sitio web.<\/p>\n

 <\/p>\n

\u00bfC\u00f3mo implementar el Header Bidding en tu sitio web?<\/strong><\/h2>\n

 <\/p>\n

Utilizar el header bidding para vender tu inventario publicitario nunca ha sido tan f\u00e1cil. Especialmente con nuestra soluci\u00f3n de monetizaci\u00f3n de anuncios Single Tag. Se trata de una sola l\u00ednea de c\u00f3digo que, una vez colocada en su sitio web, te da acceso a nuestra tecnolog\u00eda de licitaci\u00f3n de cabecera, es decir, Prebid, TAM y Google Open Bidding con m\u00e1s de 25 fuentes de demanda premium que ofrecen altos CPM.<\/p>\n

\u00bfTienes curiosidad por probarlo? \u00a1Ponte en contacto con nosotros!<\/a><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Just to make sure we\u2019re on the same page. Unless you sell your ads directly to advertisers, when an ad loads on your website, it goes through an auction to sell that ad unit to the advertiser who makes the highest bid. There are different techniques for making this bidding process: Programmatic Waterfall and Header […]<\/p>\n","protected":false},"author":19,"featured_media":12272,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20,11],"tags":[25,26,33,24,72,34,276],"class_list":["post-12271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","category-solutions","tag-ad-inventory","tag-ad-monetization","tag-header-bidding","tag-programmatic-advertising","tag-publishers","tag-refinery-academy","tag-waterfall"],"yoast_head":"\nHeader Bidding vs Waterfall: Differences Explained | Refinery89<\/title>\n<meta name=\"description\" content=\"Understand the differences between Header Bidding and Waterfall auction in Programmatic Advertising for Publishers.\" \/>\n<meta name=\"robots\" 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