{"id":13293,"date":"2025-03-13T10:54:36","date_gmt":"2025-03-13T09:54:36","guid":{"rendered":"https:\/\/refinery89.com\/?p=13293"},"modified":"2025-03-13T16:31:22","modified_gmt":"2025-03-13T15:31:22","slug":"que-es-un-dsp","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/what-is-a-dsp\/","title":{"rendered":"\u00bfQu\u00e9 es una DSP en publicidad program\u00e1tica?"},"content":{"rendered":"<p>El <a href=\"https:\/\/refinery89.com\/es\/como-funciona-el-ecosistema-de-la-publicidad-programatica-y-por-que-es-importante-para-los-editores\/\" target=\"_blank\" rel=\"noopener\">ecosistema de publicidad program\u00e1tica<\/a> es la red de compradores, vendedores y todo lo intermedio que interviene en el proceso de publicidad program\u00e1tica. Hay dos actores principales en este juego: los publishers y los anunciantes. Ambos utilizan software para automatizar la compra y venta de inventario publicitario. Las SSP, o Plataformas del lado de la oferta, automatizan la venta en tiempo real del inventario publicitario de un publisher, mientras que las DSP ayudan a los anunciantes a comprar espacio publicitario de manera eficiente y al mejor precio. \u00a1Veamos de qu\u00e9 se trata esto \u00faltimo!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfQu\u00e9 es un DSP?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Plataforma de Lado de la Demanda, o DSP por sus siglas en ingl\u00e9s, es la plataforma de publicidad program\u00e1tica que utilizan los anunciantes o agencias de medios para automatizar el proceso de compra de inventario publicitario de calidad de publishers o SSPs. Los DSP son conjuntos de herramientas que los anunciantes utilizan para comprar impresiones publicitarias de los publishers de la manera m\u00e1s rentable, mejorando el ROI (el retorno de la inversi\u00f3n).<\/p>\n<p>&nbsp;<\/p>\n<p>Los DSP permiten a los anunciantes llegar a su p\u00fablico objetivo en segundos y a gran escala. Permiten a los anunciantes comprar la mejor colocaci\u00f3n de anuncios para su p\u00fablico al mejor precio y gestionar sus campa\u00f1as desde una \u00fanica plataforma. Esto les otorga control sobre el p\u00fablico y el precio de la campa\u00f1a.<\/p>\n<p>&nbsp;<\/p>\n<p>Seg\u00fan <a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-dsp\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a>, los DSP se asocian con proveedores de datos externos para ofrecer a los anunciantes capacidades de seguimiento y segmentaci\u00f3n mejoradas. Adem\u00e1s, las opciones de segmentaci\u00f3n son m\u00e1s personalizadas, lo que ayuda a obtener mejores tasas de conversi\u00f3n.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfC\u00f3mo funciona un DSP?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>En los viejos tiempos, antes de que existiera la publicidad program\u00e1tica, los anunciantes ten\u00edan que negociar el espacio publicitario con cada publisher manualmente. Eso es demasiado anticuado. Hoy en d\u00eda, la inteligencia artificial y el aprendizaje autom\u00e1tico ayudan autom\u00e1ticamente a los anunciantes a hacer coincidir sus anuncios con su p\u00fablico perfecto y a llegar a una audiencia amplia en una fracci\u00f3n de segundo.<\/p>\n<p>Los DSP permiten a los anunciantes gestionar y rastrear anuncios digitales o incluso campa\u00f1as publicitarias completas a trav\u00e9s de un \u00fanico proceso. Esto les facilita la vida y optimiza mejor su presupuesto.<\/p>\n<p>Los anunciantes suben sus campa\u00f1as a las DSP, especifican su p\u00fablico objetivo y, cuando coinciden con un inventario de anuncios disponible en el Ad Exchange, se lleva a cabo una subasta de puja en tiempo real donde m\u00faltiples anunciantes pujan o compiten por ese espacio publicitario.<\/p>\n<p>Es un proceso que ahorra tiempo y otorga a los anunciantes acceso a una gran cantidad de inventarios publicitarios de publishers simult\u00e1neamente, permiti\u00e9ndoles llegar a su audiencia perfecta a trav\u00e9s de una orientaci\u00f3n m\u00e1s personalizada y optimizar sus presupuestos.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfCu\u00e1les son algunas de las mejores DSPs de la ciudad?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<h3><strong>Google Display &amp; Video 360<\/strong><\/h3>\n<p><a href=\"https:\/\/marketingplatform.google.com\/about\/resources\/display-and-video-360-product-overview\/\" target=\"_blank\" rel=\"noopener\">Google Display &amp; Video 360<\/a> es una plataforma para que los profesionales del marketing gestionen desde un solo lugar sus campa\u00f1as program\u00e1ticas a trav\u00e9s de diferentes canales como display, video, TV o audio. Esta soluci\u00f3n ofrece cinco m\u00f3dulos integrados: Campa\u00f1as, Audiencias, Creatividades, Inventario y Perspectivas. A trav\u00e9s de estos m\u00f3dulos, los anunciantes pueden gestionar el gasto publicitario, alinear los insumos de medios, datos y creatividades de diferentes equipos para crear mejores experiencias publicitarias para los clientes y, en general, ofrecer un marketing mejorado gracias a las recomendaciones automatizadas de pujas e inventario.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Amazon DSP<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/solutions\/products\/amazon-dsp\" target=\"_blank\" rel=\"noopener\">Amazon DSP<\/a> es una soluci\u00f3n omnicanal que otorga a los especialistas en marketing control y flexibilidad para gestionar sus esfuerzos de marketing con automatizaci\u00f3n impulsada por inteligencia artificial. Los anunciantes pueden llegar a clientes ideales a trav\u00e9s de su oferta premium, obtener una mejor comprensi\u00f3n de sus audiencias con sus se\u00f1ales \u00fanicas respaldadas por informaci\u00f3n de calidad, y maximizar el retorno de la inversi\u00f3n con su sistema impulsado por inteligencia artificial que automatiza tareas y se dirige a audiencias relevantes.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Xandr Invest DSP<\/strong><\/h3>\n<p>Los anunciantes utilizan <a href=\"https:\/\/learn.microsoft.com\/en-us\/xandr\/invest\/about-invest\" target=\"_blank\" rel=\"noopener\">Xandr Invest DSP<\/a>, DSP de Microsoft, para comprar espacios publicitarios a trav\u00e9s de subastas mediante una interfaz \u00fanica y f\u00e1cil de usar. Permite una integraci\u00f3n sin problemas con las principales redes publicitarias y bolsas de anuncios, optimiza el acceso a la oferta premium e incluye protecciones integradas contra el fraude y la calidad del inventario.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>C\u00f3mo conectar tu sitio web con demanda premium<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u00a1F\u00e1cil! Con nuestro <a href=\"https:\/\/refinery89.com\/es\/single-tag-aumento-ingresos-publicitarios\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> soluci\u00f3n de monetizaci\u00f3n de anuncios, puedes obtener anuncios de alta calidad de los principales anunciantes. Ll\u00e1manos o escr\u00edbenos. \u00a1T\u00fa eliges! <a href=\"https:\/\/refinery89.com\/es\/sobre-nosotros-refinery89\/\" target=\"_blank\" rel=\"noopener\">\u00a1Contacta con nuestros expertos<\/a> para obtener m\u00e1s informaci\u00f3n sobre nuestras tecnolog\u00edas de monetizaci\u00f3n de anuncios y c\u00f3mo podemos ayudarte a mejorar tu estrategia publicitaria. \u00a1Con nuestra tecnolog\u00eda, podr\u00e1s conectarte f\u00e1cilmente a una demanda premium a los mejores CPM para aumentar tus ganancias!<\/p>","protected":false},"excerpt":{"rendered":"<p>The programmatic advertising ecosystem is the network of buyers, sellers, and everything in between that&#8217;s involved in the programmatic advertising process. There are two main players in this game: the publishers and the advertisers. Both use software to automate the buying and selling of ad inventory. SSPs, or Supply-Side Platforms, automate the real-time selling of [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":13294,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[288,24,289],"class_list":["post-13293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-dsp","tag-programmatic-advertising","tag-programmatic-advertising-ecosystem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a DSP in Programmatic Advertising? | Refinery89<\/title>\n<meta name=\"description\" content=\"Learn what is a DSP in programmatic advertising, what&#039;s its role in the programmatic ecosystem, how it works for advertisers, and more!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/es\/que-es-un-dsp\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is a DSP in Programmatic Advertising? 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