{"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-versus-waterfall-roznice-wyjasnione","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/header-bidding-vs-waterfall-differences-explained\/","title":{"rendered":"Header Bidding a Waterfall: Wyja\u015bnienie r\u00f3\u017cnic"},"content":{"rendered":"

Na wszelki wypadek, \u017ceby\u015bmy wszyscy byli zgodni. Chyba \u017ce sprzedajesz swoje reklamy bezpo\u015brednio reklamodawcom, to gdy reklama za\u0142aduje si\u0119 na Twojej stronie, przechodzi przez aukcj\u0119, aby sprzeda\u0107 t\u0119 jednostk\u0119 reklamow\u0105 reklamodawcy, kt\u00f3ry z\u0142o\u017cy najwy\u017csz\u0105 ofert\u0119. Istniej\u0105 r\u00f3\u017cne techniki prowadzenia tego procesu licytacji: Programmatic Waterfall i Header Bidding. Kt\u00f3ra, Twoim zdaniem, przyniesie najwi\u0119cej przychod\u00f3w z reklam do Twojej kieszeni i dlaczego? Jeszcze nie odpowiadaj! Zacznijmy od zrozumienia, czym jest co.<\/p>\n

 <\/p>\n

Waterfall w reklamie programmatycznej<\/strong><\/h2>\n

 <\/p>\n

Zanim pojawi\u0142o si\u0119 Header Bidding, reklamy by\u0142y serwowane metod\u0105 kaskadow\u0105. Programmatic Waterfall to technika sprzeda\u017cy przestrzeni reklamowej wydawcy poprzez aukcj\u0119 sekwencyjn\u0105. Polega ona na uporz\u0105dkowaniu sieci reklamowych wed\u0142ug ich wydajno\u015bci i sprzeda\u017cy jednostki reklamowej pierwszemu kupuj\u0105cemu z tej listy, kt\u00f3ry spe\u0142ni cen\u0119 minimaln\u0105.<\/p>\n

Na przyk\u0142ad, ustawiasz sw\u00f3j cena minimalna<\/a> do 1 EUR, a pierwszy kupuj\u0105cy w rankingu oferuje 0,50 EUR. Poniewa\u017c to za ma\u0142o, oferta wraca do nast\u0119pnego kupuj\u0105cego na li\u015bcie. Ten oferuje 1 EUR za jednostk\u0119 reklamow\u0105 i transakcja zostaje sfinalizowana, poniewa\u017c spe\u0142nia cen\u0119 minimaln\u0105. Gdyby trzeci kupuj\u0105cy na li\u015bcie by\u0142 sk\u0142onny zaoferowa\u0107 2 EUR, nie by\u0142oby mo\u017cliwe dotarcie do niego, poniewa\u017c przestrze\u0144 reklamowa zosta\u0142a sprzedana pierwszemu kupuj\u0105cemu, kt\u00f3ry spe\u0142ni\u0142 Twoj\u0105 cen\u0119 minimaln\u0105. Innymi s\u0142owy, przegapi\u0142e\u015b najwy\u017cszy przych\u00f3d reklamowy, jaki mog\u0142e\u015b uzyska\u0107 za swoj\u0105 jednostk\u0119 reklamow\u0105. Wielka szkoda, prawda?<\/p>\n

 <\/p>\n

\"Programmatyczny<\/p>\n

 <\/p>\n

Co to jest Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

Header bidding<\/a> jest r\u00f3wnie\u017c programmaticow\u0105 metod\u0105 reklamy s\u0142u\u017c\u0105c\u0105 do sprzeda\u017cy przestrzeni reklamowej Wydawcy. Jest to proces licytacji w czasie rzeczywistym (RTB), w kt\u00f3rym reklamodawcy licytuj\u0105 jednocze\u015bnie. Technologia ta pozwala r\u00f3\u017cnym gie\u0142dom reklamowym\/sieciom reklamowym licytowa\u0107 przestrze\u0144 reklamow\u0105 w tym samym czasie, tu\u017c przed wy\u015bwietleniem reklamy na stronie internetowej. Ca\u0142e \u0107wiczenie odbywa si\u0119 mgnieniu oka. Poprawia to czas \u0142adowania reklamy, a tym samym SEO<\/a> Wyniki.<\/p>\n

Header Bidding przeprowadza jednoczesne licytacje w czasie rzeczywistym w\u015br\u00f3d r\u00f3\u017cnych \u017ar\u00f3de\u0142 popytu, gdzie zapasy reklamowe wydawcy s\u0105 sprzedawane kupuj\u0105cemu, kt\u00f3ry oferuje najwy\u017csz\u0105 stawk\u0119 CPM. Ponadto, dzi\u0119ki wi\u0119kszej liczbie reklamodawc\u00f3w bior\u0105cych udzia\u0142 w tym samym czasie w licytacji o odbiorc\u00f3w, zapewnia to znacznie lepszy wsp\u00f3\u0142czynnik wype\u0142nienia ni\u017c aukcje typu waterfall.<\/p>\n

 <\/p>\n

\"Licytacja<\/p>\n

 <\/p>\n

 <\/p>\n

Istniej\u0105 trzy g\u0142\u00f3wne systemy \u015bwiadcz\u0105ce nag\u0142\u00f3wkowe licytacje:<\/p>\n

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

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

Jest to otwarta platforma typu \"header bidding wrapper\". Prebid wymaga od u\u017cytkownik\u00f3w pewnej wiedzy technicznej do implementacji, poniewa\u017c jest samodzielnie zarz\u0105dzany. Mo\u017cna go personalizowa\u0107 i modyfikowa\u0107 wed\u0142ug w\u0142asnych potrzeb. Mo\u017ce dzia\u0142a\u0107 samodzielnie lub w po\u0142\u0105czeniu z innymi systemami \"header bidding\".<\/p>\n

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

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

Wersja nag\u0142\u00f3wkowego licytowania Google. OB to zunifikowana aukcja po stronie serwera, w kt\u00f3rej wiele SSP mo\u017ce jednocze\u015bnie licytowa\u0107 o wy\u015bwietlenie. Jest dost\u0119pna tylko poprzez Google Ad Manager 360 (GAM360) i dzia\u0142a r\u00f3wnolegle z Google Ad Exchange (AdX). OB jest \u0142atwa w konfiguracji i aktywacji, ale nie daje du\u017cego zakresu kontroli.<\/p>\n

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

TAM (przejrzysty rynek reklamowy)<\/a><\/strong><\/h3>\n

TAM to serwerowe rozwi\u0105zanie do aukcji nag\u0142\u00f3wk\u00f3w Amazon, przeznaczone dla wydawc\u00f3w, podobne do Open Bidding firmy Google. Jest bardzo \u0142atwe w u\u017cyciu, ale wymaga po\u0142\u0105czenia z serwerem reklam GAM. TAM oferuje w\u0142asne po\u0142\u0105czenia UAM (Unified Ad Marketplace) z du\u017c\u0105 liczb\u0105 SSP, dzi\u0119ki czemu mo\u017cna szybko rozpocz\u0105\u0107 monetyzacj\u0119. Jednak je\u015bli chcesz nawi\u0105za\u0107 bezpo\u015brednie po\u0142\u0105czenie z w\u0142asnymi partnerami popytu, musisz mie\u0107 z nimi istniej\u0105ce relacje umowne z tymi SSP. Dzi\u0119ki platformie Amazon uzyskasz dost\u0119p do popytu z ich Ad Marketplace, a tak\u017ce mo\u017cliwo\u015b\u0107 po\u0142\u0105czenia z partnerami, z kt\u00f3rymi wsp\u00f3\u0142pracuj\u0105, takimi jak Xandr AdaptMX, Magnite, GumGum, Smaato i SpotX, mi\u0119dzy innymi.<\/p>\n

W Refinery89 zarz\u0105dzamy wszystkimi trzema systemami za po\u015brednictwem naszych Rozwi\u0105zanie z pojedynczym tagiem<\/a>Dzi\u0119ki Single Tag masz natychmiastowy dost\u0119p do Prebid, TAM i Google Open Bidding, z ponad 25 wiod\u0105cymi \u017ar\u00f3d\u0142ami popytu konkuruj\u0105cymi o Twoj\u0105 przestrze\u0144 reklamow\u0105 przy najlepszych stawkach CPM.<\/p>\n

 <\/p>\n

\"Rozwi\u0105zanie<\/p>\n

 <\/p>\n

 <\/p>\n

Teraz por\u00f3wnajmy Waterfall i Header Bidding!<\/strong><\/h2>\n

 <\/p>\n

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

 <\/p>\n

 <\/p>\n

 <\/p>\n

Kto wygrywa t\u0119 rund\u0119? Waterfall czy Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

Zwyci\u0119zca przez jednog\u0142o\u015bn\u0105 decyzj\u0119, wprowadzony w 2014 roku\u2026 Header Bidding!!!<\/p>\n

Waterfall by\u0142 standardem bran\u017cowym, dop\u00f3ki nie pojawi\u0142o si\u0119 Header Bidding. Jednak jego u\u017cycie mo\u017ce nie by\u0107 najwygodniejsze. Nie by\u0142by\u015b w stanie zmaksymalizowa\u0107 przychod\u00f3w z przestrzeni reklamowej, tak jak mia\u0142oby to miejsce w przypadku Header Bidding.<\/p>\n

Nawet je\u015bli jest to troch\u0119 bardziej skomplikowane do samodzielnego skonfigurowania (a poza tym niekoniecznie trzeba przechodzi\u0107 przez wszystkie te trudno\u015bci, poniewa\u017c jeste\u015bmy te\u017c tutaj, aby Wam w tym pom\u00f3c), Header Bidding pozwala wydawcom uzyska\u0107 lepsze przychody dzi\u0119ki RTB. Jednostka reklamowa jest sprzedawana temu, kto zaoferuje najwy\u017csz\u0105 cen\u0119 spo\u015br\u00f3d szerokiej gamy reklamodawc\u00f3w, w czasie rzeczywistym, co zwi\u0119ksza Twoje przychody z reklam. Dodatkowo, dzi\u0119ki zwi\u0119kszonej konkurencji uzyskujesz reklamy wy\u017cszej jako\u015bci, co poprawia wydajno\u015b\u0107 monetyzacji reklam na Twojej stronie internetowej.<\/p>\n

 <\/p>\n

Jak wdro\u017cy\u0107 header bidding na swojej stronie internetowej?<\/strong><\/h2>\n

 <\/p>\n

Sprzeda\u017c powierzchni reklamowej za pomoc\u0105 Header Bidding nigdy nie by\u0142a tak prosta. Szczeg\u00f3lnie dzi\u0119ki naszemu rozwi\u0105zaniu Single Tag do monetyzacji reklam! Jest to pojedyncza linia kodu, kt\u00f3ra po umieszczeniu na Twojej stronie internetowej daje Ci dost\u0119p do naszej technologii Header Bidding, co oznacza Prebid, TAM i Google Open Bidding z ponad 25 strumieniami popytu premium, kt\u00f3re generuj\u0105 wysokie CPM.<\/p>\n

Chcesz tego spr\u00f3bowa\u0107? Skontaktuj si\u0119 z nami!<\/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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