{"id":14279,"date":"2025-08-01T12:05:30","date_gmt":"2025-08-01T10:05:30","guid":{"rendered":"https:\/\/refinery89.com\/?p=14279"},"modified":"2025-09-02T13:41:29","modified_gmt":"2025-09-02T11:41:29","slug":"comprar-medios-programaticos","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/what-is-programmatic-media-buying\/","title":{"rendered":"\u00bfQu\u00e9 es la compra program\u00e1tica de medios y c\u00f3mo funciona?"},"content":{"rendered":"<p>\u00bfC\u00f3mo es que un anuncio que parece leer tu mente aparece en un sitio web?<\/p>\n<p><strong>Compra de medios, el proceso de comprar espacio publicitario<\/strong>, ha evolucionado. Ahora con <a href=\"https:\/\/refinery89.com\/es\/a-simple-guide-on-programmatic-advertising-for-publishers\/\">publicidad program\u00e1tica<\/a>, publicidad, los anunciantes pueden llegar r\u00e1pidamente a la audiencia adecuada para su campa\u00f1a publicitaria. Esto es posible porque el proceso est\u00e1 automatizado. Tambi\u00e9n utiliza datos en tiempo real para una segmentaci\u00f3n de anuncios muy precisa.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00bfQu\u00e9 es la compra program\u00e1tica de medios?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>En el mundo de <a href=\"https:\/\/advertising.amazon.com\/library\/guides\/what-is-digital-advertising\">publicidad digital<\/a>,<strong> compra program\u00e1tica de medios<\/strong> se refiere al proceso automatizado de compra de inventario de anuncios digitales (espacio publicitario en el sitio web de un publisher, por ejemplo) a trav\u00e9s de tecnolog\u00eda especial. El sistema completa este proceso en milisegundos. Utiliza datos en tiempo real para mostrar el anuncio correcto a la audiencia correcta. Esto ayuda a lograr mejores resultados.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>\u00bfC\u00f3mo funciona la compra program\u00e1tica de medios?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Para entender c\u00f3mo funciona la compra program\u00e1tica de medios, necesitamos repasar tres personajes esenciales de esta historia:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plataformas de Demanda (DSP):<\/strong> <a href=\"https:\/\/refinery89.com\/es\/que-es-un-dsp\/\">DSPs<\/a> son plataformas que permiten a los anunciantes o agencias de medios comprar impresiones publicitarias de los publishers de la manera m\u00e1s rentable autom\u00e1ticamente.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plataformas del Lado de la Oferta (SSP):<\/strong> <a href=\"https:\/\/refinery89.com\/es\/que-es-un-ssp\/\">SSP<\/a> las plataformas AdTech est\u00e1n dise\u00f1adas para simplificar el proceso para los publishers al ayudarles a gestionar y monetizar su inventario publicitario. Se conectan con m\u00faltiples DSP para vender impresiones disponibles, con el objetivo de asegurar el CPM m\u00e1s alto posible.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Ad Exchanges:<\/strong> Un <a href=\"https:\/\/refinery89.com\/es\/diferencias-entre-red-publicitaria-y-exchange-de-anuncios-explicadas\/\">intercambio de anuncios<\/a> es otra plataforma tecnol\u00f3gica donde las SSP ofrecen el inventario publicitario de los publishers a las DSP a trav\u00e9s de subastas RTB. Es como el mercado que facilita el proceso de igualar la demanda de los anunciantes con el espacio publicitario disponible de los editores.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>En lenguaje sencillo, la compra program\u00e1tica de medios funciona as\u00ed: por un lado, <strong>el anunciante configura su campa\u00f1a en la DSP<\/strong> eso ayudar\u00e1 a comprar el espacio publicitario ideal para ello autom\u00e1ticamente. Por otro lado, la <strong>Los publishers utilizan una SSP para gestionar su inventario publicitario y venderlo en tiempo real.<\/strong><\/p>\n<p>Cuando alguien visita un sitio web o abre una aplicaci\u00f3n, env\u00eda una solicitud de anuncio. <strong>El DSP y el SSP se conectan a trav\u00e9s del Ad Exchange, donde los anunciantes pujan por ese espacio publicitario en tiempo real. <\/strong>El mayor postor gana y su anuncio aparece instant\u00e1neamente para el usuario.<\/p>\n<p>Y BOOM. Ah\u00ed lo tienes.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Tipos de compra program\u00e1tica de medios<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14294 size-full\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png\" alt=\"tipos de compra de medios program\u00e1ticos\" width=\"2154\" height=\"1256\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png 2154w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-300x175.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1024x597.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-768x448.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1536x896.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-2048x1194.png 2048w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-18x10.png 18w\" sizes=\"(max-width: 2154px) 100vw, 2154px\" \/><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Hay tres tipos de compra de medios<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Subasta en tiempo real<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/library\/guides\/real-time-bidding\">RTB<\/a> o subasta abierta, es un m\u00e9todo de publicidad program\u00e1tica para comprar y vender el inventario publicitario de un publisher en una subasta en tiempo real. Cuando alguien abre un sitio web o una aplicaci\u00f3n, se env\u00eda una solicitud autom\u00e1tica de un anuncio. Los anunciantes luego pujan en tiempo real, y el mejor postor obtiene que su anuncio sea mostrado.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Mercado Privado (PMP)<\/strong><\/h3>\n<p>PMP es otro tipo de compra program\u00e1tica de medios que utiliza subastas en tiempo real para comprar y vender inventario publicitario, pero a diferencia de RTB, no est\u00e1 disponible para todos los compradores. Una PMP es m\u00e1s restrictiva y solo un grupo selecto de anunciantes puede participar en la subasta. Estas plataformas PMP son altamente exclusivas y el inventario publicitario que se vende aqu\u00ed proviene de publishers premium, lo que genera resultados muy eficientes.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Program\u00e1tica Directa<\/strong><\/h3>\n<p>Este es su acuerdo de apret\u00f3n de manos tradicional pero en formato digital. El publisher negocia directamente con el anunciante y acuerdan vender el espacio publicitario a un Costo Por Mil fijo.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>La principal ventaja de la compra program\u00e1tica de medios es la eficiencia y la capacidad de optimizar las campa\u00f1as en tiempo real.<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Con la compra program\u00e1tica de medios,<strong> los publishers y anunciantes pueden decir \u201c\u00a1hasta la vista!\u201d a esa acci\u00f3n manual de comprar y vender inventario publicitario.<\/strong> Esto cambia la publicidad por completo, ya que ahorra tiempo y esfuerzo. Tambi\u00e9n hace que el proceso sea m\u00e1s transparente, proporciona informaci\u00f3n valiosa sobre los datos, permite una orientaci\u00f3n publicitaria m\u00e1s precisa y brinda a los anunciantes y publishers un mayor control sobre qu\u00e9 anuncios aparecen d\u00f3nde.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>\u00a1Haz tu vida m\u00e1s f\u00e1cil y tus resultados prosperen yendo program\u00e1ticamente!<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>La compra program\u00e1tica de medios es un m\u00e9todo automatizado, rentable y basado en datos para comprar inventario publicitario con una segmentaci\u00f3n precisa. \u201cEst\u00e1 cambiando la publicidad al ayudar a los anunciantes a obtener m\u00e1s valor de su gasto publicitario. Tambi\u00e9n permite a los publishers obtener mejores ingresos por su espacio publicitario sin atascarse en largas negociaciones\".<\/p>\n<p>En Refinery89, creamos soluciones tecnol\u00f3gicas que elevan todo el proceso de publicidad program\u00e1tica para ofrecer los mejores resultados a nuestros clientes. <a href=\"https:\/\/refinery89.com\/es\/contactanos-refinery89\/\">\u00a1Ponte en contacto con nosotros para conocer todo sobre nuestra AdTech!<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How exactly does an ad that looks like it read your mind gets to pop up on a website? Media buying, the process of buying ad space, has evolved. Now with programmatic advertising, advertising, advertisers can quickly reach the right audience for their ad campaign. This is possible because the process is automated. It also [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[71,256,24,72,34],"class_list":["post-14279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-tech","tag-ads","tag-programmatic-advertising","tag-publishers","tag-refinery-academy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is programmatic media buying and how it works | R89<\/title>\n<meta name=\"description\" content=\"Programmatic advertising is changing the game! 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