{"id":14396,"date":"2025-08-26T10:28:26","date_gmt":"2025-08-26T08:28:26","guid":{"rendered":"https:\/\/refinery89.com\/?p=14396"},"modified":"2025-08-26T12:08:44","modified_gmt":"2025-08-26T10:08:44","slug":"senales-de-alerta-adtech","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/adtech-red-flags\/","title":{"rendered":"Se\u00f1ales de alerta en AdTech: 4 falsas promesas que los publishers deben evitar"},"content":{"rendered":"<p>Si gestionas un sitio web con un tr\u00e1fico decente, ya conoces el panorama: tu bandeja de entrada se llena cada d\u00eda de mensajes de supuestos \u201csocios\u201d que afirman poder duplicar (\u00a1o incluso triplicar!) tus ingresos de la noche a la ma\u00f1ana. Algunos lo dicen con buenas intenciones. Otros no tanto. El reto est\u00e1 en saber en qui\u00e9n confiar y c\u00f3mo evitar a quienes solo te har\u00e1n perder el tiempo o, peor a\u00fan, dinero.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jaimevazquezrossell\/\" target=\"_blank\" rel=\"noopener\">Jaime V\u00e1zquez<\/a>, nuestro dedicado Director de Ventas Internas para Publishers, se apodera hoy del teclado para compartir las 4 principales se\u00f1ales de alerta en las que no deber\u00edas caer al <a href=\"https:\/\/refinery89.com\/es\/aspecto-clave-partner-monetizacion-de-anuncios\/\" target=\"_blank\" rel=\"noopener\">buscar un socio en AdTech.<\/a><\/p>\n<p>Veamos qu\u00e9 tiene que contarnos, empezando por la promesa vac\u00eda m\u00e1s com\u00fan con la que te puedes topar.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTe garantizamos un aumento del X% en los ingresos\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u201c\u00a1Hola! He visto tu web y creo que podr\u00edas generar un 40% m\u00e1s de ingresos publicitarios.\u201d \u00bfTe suena familiar?<\/p>\n<p>Esta es la cl\u00e1sica y la peor de todas las promesas. Nadie \u2014y cuando decimos nadie, es nadie\u2014 puede garantizarte un aumento del X % en los ingresos sin conocer las m\u00e9tricas de tu sitio web.<\/p>\n<p>Claro, hay excepciones. Si te falta un <a href=\"https:\/\/refinery89.com\/es\/high-value-ad-formats-for-publishers\/\" target=\"_blank\" rel=\"noopener\">formato publicitario de alto valor<\/a> como un Push-Up o un Interstitial en tu estrategia, a\u00f1adirlo podr\u00eda generar r\u00e1pidamente un aumento del 30\u201340 % (\u00a1o incluso m\u00e1s!). Pero sin implementar algo nuevo y sin revisar tus datos reales, no deja de ser pura especulaci\u00f3n.<\/p>\n<p>Cada sitio web es \u00fanico. Los ingresos pueden verse influenciados por muchos factores, como por ejemplo:<\/p>\n<ul>\n<li><strong>La visibilidad<\/strong>: Cuanta mayor sea la visibilidad, mejor ser\u00e1 el rendimiento.<\/li>\n<li><strong>Tiempo en el sitio<\/strong>: Las sesiones m\u00e1s largas suelen significar una mejor monetizaci\u00f3n.<\/li>\n<li><strong>Origen del tr\u00e1fico<\/strong>: Tanto el pa\u00eds como la fuente (b\u00fasqueda, redes sociales, tr\u00e1fico directo, etc.) importan.<\/li>\n<li><strong>Densidad de anuncios<\/strong>: \u00bfM\u00e1s anuncios pueden significar m\u00e1s ingresos, verdad? Pero si abusas de ellos, acabar\u00e1s perjudicando la experiencia del usuario.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Si alguien te promete un aumento espec\u00edfico sin mirar antes tus m\u00e9tricas o sin sugerir a\u00f1adir un nuevo formato, es una se\u00f1al de alarma.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTenemos una campa\u00f1a directa de la marca X\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Cuando veas en tu bandeja de entrada algo como \u201cAcabamos de conseguir una campa\u00f1a de (nombre de la marca) y tu sitio ser\u00eda perfecto para ella. Solo tienes que colocar esta etiqueta en tu web\u2026\u201d, es momento de parar y pensarlo dos veces.<\/p>\n<p>Los acuerdos directos son el sue\u00f1o de cualquier publisher por el atractivo <a href=\"https:\/\/refinery89.com\/es\/all-about-cost-per-mille-cpm\/\" target=\"_blank\" rel=\"noopener\">CPM (Coste por Mil)<\/a> que ofrecen. Por eso este discurso funciona, y precisamente por eso deber\u00edas tener cuidado.<\/p>\n<p>Si una marca est\u00e1 realmente interesada en tu sitio, el enfoque profesional es firmar una <a href=\"https:\/\/support.google.com\/displayvideo\/answer\/2696705?hl=en\" target=\"_blank\" rel=\"noopener\">IO (Insertion Order)<\/a> por un n\u00famero espec\u00edfico de impresiones a un CPM acordado. Idealmente, la campa\u00f1a deber\u00eda ejecutarse a trav\u00e9s de tu propio ad server, no mediante una etiqueta externa que no puedas controlar. \u00a1Y no olvides definir la duraci\u00f3n de la campa\u00f1a! Si su campa\u00f1a termina en dos semanas, \u00bfcon qu\u00e9 llenar\u00e1n el espacio despu\u00e9s?<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cPuedes ganar un CPM de X con toda esta campa\u00f1a.\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Siguiendo con nuestro punto anterior, no todo es una gran mentira. Algunas empresas realmente tienen campa\u00f1as directas s\u00f3lidas, pero la realidad es que la mayor parte del inventario se llena de forma program\u00e1tica. En estos casos, habla de <a href=\"https:\/\/refinery89.com\/es\/cpm-vs-rpm\/\" target=\"_blank\" rel=\"noopener\">RPM (ingresos por cada mil p\u00e1ginas vistas) en lugar de CPM<\/a><\/p>\n<p>\u00bfPor qu\u00e9? Porque un CPM alto con una baja tasa de llenado dejar\u00e1 K.O. tu RPM.<\/p>\n<p>Por ejemplo: si ejecutas una campa\u00f1a en tu sitio web con un CPM de 1 \u20ac y solo obtiene una tasa de llenado del 10 %, acabar\u00e1s teniendo un RPM de 0,10 \u20ac para esa campa\u00f1a directa. Uf.<\/p>\n<p>Lo que parec\u00eda un gran acuerdo puede, en realidad, hacerte perder ingresos.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTrabajamos con (nombre de un sitio web famoso)\u201d \u2013 Spoiler: no es cierto.<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Esta es una pr\u00e1ctica com\u00fan entre quienes acaban de entrar en un mercado y buscan credibilidad r\u00e1pida. Suelen mencionar a grandes publishers con los que supuestamente \u201ctrabajan\u201d, aunque en realidad no es cierto.<\/p>\n<p>Lo ideal es que puedas comprobarlo a trav\u00e9s de los <a href=\"https:\/\/refinery89.com\/es\/importance-of-ads-txt\/\" target=\"_blank\" rel=\"noopener\">archivos ads.txt<\/a>, escribiendo justo despu\u00e9s de la URL del sitio web \/ads.txt. El problema es que no todos los publishers los mantienen limpios y actualizados, as\u00ed que no siempre es totalmente fiable. Aun as\u00ed, una comprobaci\u00f3n r\u00e1pida puede evitar que te enga\u00f1en.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Lo que los publishers deber\u00edan hacer antes de creerse una promesa<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Evita perder tiempo y recursos con promesas vac\u00edas teniendo en cuenta estas buenas pr\u00e1cticas:<\/p>\n<ul>\n<li><strong>Pide pruebas y referencias: <\/strong>Los verdaderos socios estar\u00e1n encantados de compartir casos de \u00e9xito, referencias y datos verificables.<\/li>\n<li><strong>Haz pruebas con tus propios datos:<\/strong> No conf\u00edes en porcentajes de aumento inventados. Mide el impacto real en tu inventario.<\/li>\n<li><strong>Da prioridad al RPM sobre el CPM: <\/strong><a href=\"https:\/\/refinery89.com\/es\/tasa-de-llenado-para-publishers\/\" target=\"_blank\" rel=\"noopener\">Fill rate<\/a>, <a href=\"https:\/\/refinery89.com\/es\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilidad<\/a>y la demanda real importan m\u00e1s que el CPM que se muestra en el titular.<\/li>\n<li><strong>Revisa el ads.txt y las integraciones:<\/strong> Aunque no siempre es perfecto, es una primera comprobaci\u00f3n muy \u00fatil para verificar las afirmaciones de un socio.<\/li>\n<li><strong>Empieza poco a poco:<\/strong> Haz pruebas cortas con la tecnolog\u00eda de tu socio antes de comprometerte con contratos a largo plazo<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Forjar una verdadera colaboraci\u00f3n AdTech no es una misi\u00f3n imposible<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>No todas las empresas de AdTech son malas. Algunas de las buenas tambi\u00e9n utilizan el mismo vocabulario: uplift, ingresos, configuraci\u00f3n sencilla\u2026 porque es lo que los publishers esperan o\u00edr. La diferencia est\u00e1 en el seguimiento y en la capacidad de cumplir esas promesas. T\u00fa, como publisher, deber\u00edas centrarte en trabajar con socios que puedan demostrar su valor con datos, ofrecer resultados consistentes e invertir en una relaci\u00f3n a largo plazo en lugar de buscar ganancias r\u00e1pidas.<\/p>\n<p>La transparencia en la tecnolog\u00eda publicitaria no es negociable, y por eso nuestros Refiners van al grano para garantizar la mejor estrategia para que tu sitio crezca. <a href=\"https:\/\/refinery89.com\/es\/contactanos-refinery89\/\" target=\"_blank\" rel=\"noopener\">Descubre aqu\u00ed nuestra misi\u00f3n, soluciones y servicios personalizados para maximizar la monetizaci\u00f3n de tus anuncios.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If you are running a website with any decent traffic, you already know the drill: your inbox fills up every day with messages from potential \u201cpartners\u201d who claim they can double (or even triple!) your revenue overnight. Some are well-meaning. Some are not. The challenge is knowing which one to trust and how to avoid [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[71,24,72],"class_list":["post-14396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-publishers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdTech Red Flags: 4 False Promises Publishers Must Avoid | R89<\/title>\n<meta name=\"description\" content=\"Jaime Vazquez, our Publisher Inside Sales Director, steps in to reveal 4 AdTech red flags publishers should watch out for.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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