{"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":"czerwone-flagi-adtech","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pl\/adtech-red-flags\/","title":{"rendered":"Czerwone flagi w AdTech: 4 fa\u0142szywe obietnice, kt\u00f3rych wydawcy powinni unika\u0107"},"content":{"rendered":"<p>Je\u015bli prowadzisz stron\u0119 internetow\u0105 z przyzwoitym ruchem, z pewno\u015bci\u0105 dobrze to znasz \u2014 ka\u017cdego dnia Twoja skrzynka odbiorcza wype\u0142nia si\u0119 wiadomo\u015bciami od \u201epartner\u00f3w\u201d, kt\u00f3rzy obiecuj\u0105, \u017ce w mgnieniu oka podwoj\u0105, a nawet potroj\u0105 Twoje przychody. Niekt\u00f3rzy rzeczywi\u015bcie maj\u0105 dobre intencje, inni\u2026 niekoniecznie. Prawdziwe wyzwanie polega na tym, by wiedzie\u0107, komu warto zaufa\u0107 \u2014 i jak unika\u0107 tych, kt\u00f3rzy tylko zmarnuj\u0105 Tw\u00f3j czas lub pieni\u0105dze.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jaimevazquezrossell\/\" target=\"_blank\" rel=\"noopener\">Jaime V\u00e1zquez<\/a>, nasz zaanga\u017cowany Dyrektor Sprzeda\u017cy Wewn\u0119trznej ds. Wydawc\u00f3w, dzi\u015b przejmuje klawiatur\u0119, by podzieli\u0107 si\u0119 czterema najwa\u017cniejszymi sygna\u0142ami ostrzegawczymi, na kt\u00f3re warto uwa\u017ca\u0107 podczas poszukiwania partnera AdTech \u2014 i dzi\u0119ki kt\u00f3rym \u0142atwiej unikniesz wsp\u00f3\u0142pracy, <a href=\"https:\/\/refinery89.com\/pl\/ad-monetization-solution-partner-key-aspects\/\" target=\"_blank\" rel=\"noopener\">kt\u00f3ra przynios\u0142aby wi\u0119cej szkody ni\u017c po\u017cytku.<\/a><\/p>\n<p>Zobaczmy, co ma nam do powiedzenia \u2014 zaczynaj\u0105c od najcz\u0119stszej pustej obietnicy, na jak\u0105 mo\u017cesz trafi\u0107.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cGwarantujemy Ci wzrost przychod\u00f3w o X%\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u201eCze\u015b\u0107! Widzia\u0142em twoj\u0105 stron\u0119 i my\u015bl\u0119, \u017ce mo\u017cesz zarabia\u0107 o 40% wi\u0119cej na reklamach.\u201d Brzmi znajomo?<\/p>\n<p>To klasyk \u2014 i najgorsza ze wszystkich obietnic. Nikt \u2014 i naprawd\u0119 mamy na my\u015bli nikogo \u2014 nie mo\u017ce zagwarantowa\u0107 Ci wzrostu przychod\u00f3w o X % bez znajomo\u015bci metryk Twojej strony.<\/p>\n<p>Oczywi\u015bcie, s\u0105 wyj\u0105tki. Je\u015bli w Twojej strategii brakuje <a href=\"https:\/\/refinery89.com\/pl\/high-value-ad-formats-for-publishers\/\" target=\"_blank\" rel=\"noopener\">warto\u015bciowych format\u00f3w reklamowych,<\/a> , takich jak Push-Up lub Interstitial, ich dodanie mo\u017ce szybko przynie\u015b\u0107 wzrost o 30\u201340 % (a mo\u017ce nawet wi\u0119cej!). Ale bez wprowadzania czego\u015b nowego i bez analizy rzeczywistych danych to czyste zgadywanie.<\/p>\n<p>Ka\u017cda strona internetowa jest wyj\u0105tkowa. Na przychody mo\u017ce wp\u0142ywa\u0107 wiele czynnik\u00f3w, takich jak:<\/p>\n<ul>\n<li><strong>Ad viewability<\/strong>: Im wi\u0119ksza widoczno\u015b\u0107, tym lepszy wynik.<\/li>\n<li><strong>Czas sp\u0119dzony na stronie<\/strong>: D\u0142u\u017csze sesje zazwyczaj oznaczaj\u0105 lepsz\u0105 monetyzacj\u0119.<\/li>\n<li><strong>\u0179r\u00f3d\u0142o ruchu<\/strong>: Zar\u00f3wno kraj, jak i \u017ar\u00f3d\u0142o ruchu (wyszukiwarka, media spo\u0142eczno\u015bciowe, wej\u015bcia bezpo\u015brednie itp.) maj\u0105 znaczenie.<\/li>\n<li><strong>G\u0119sto\u015b\u0107 reklam<\/strong>; Wi\u0119cej reklam mo\u017ce oznacza\u0107 wi\u0119ksze przychody, prawda? Ale je\u015bli przesadzisz, ucierpi na tym do\u015bwiadczenie u\u017cytkownika.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Je\u015bli kto\u015b obiecuje ci konkretny wzrost przychod\u00f3w, nie analizuj\u0105c wcze\u015bniej twoich danych ani nie proponuj\u0105c nowego formatu, to sygna\u0142 ostrzegawczy.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cMamy bezpo\u015bredni\u0105 kampani\u0119 od marki X\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Kiedy zobaczysz w swojej skrzynce co\u015b takiego: \u201eW\u0142a\u015bnie dostali\u015bmy kampani\u0119 od (nazwa marki) i twoja strona by\u0142aby do niej idealna. Wystarczy, \u017ce wstawisz ten tag na swoj\u0105 stron\u0119\u2026\u201d, czas si\u0119 zatrzyma\u0107 i dwa razy to przemy\u015ble\u0107.<\/p>\n<p>Bezpo\u015brednie umowy to marzenie ka\u017cdego wydawcy ze wzgl\u0119du na atrakcyjny <a href=\"https:\/\/refinery89.com\/pl\/all-about-cost-per-mille-cpm\/\" target=\"_blank\" rel=\"noopener\">CPM (koszt za tysi\u0105c wy\u015bwietle\u0144)<\/a> kt\u00f3ry oferuj\u0105. W\u0142a\u015bnie dlatego ta oferta dzia\u0142a \u2014 i w\u0142a\u015bnie dlatego trzeba uwa\u017ca\u0107.<\/p>\n<p>Je\u015bli marka jest naprawd\u0119 zainteresowana twoj\u0105 stron\u0105, profesjonalnym podej\u015bciem jest podpisanie <a href=\"https:\/\/support.google.com\/displayvideo\/answer\/2696705?hl=en\" target=\"_blank\" rel=\"noopener\">IO (Insertion Order)<\/a> na okre\u015blon\u0105 liczb\u0119 wy\u015bwietle\u0144 przy ustalonym CPM. Idealnie, kampania powinna by\u0107 prowadzona przez tw\u00f3j w\u0142asny ad server, a nie przez zewn\u0119trzny tag, kt\u00f3rego nie mo\u017cesz kontrolowa\u0107. I nie zapomnij okre\u015bli\u0107 czasu trwania kampanii! Je\u015bli ich kampania ko\u0144czy si\u0119 za dwa tygodnie, czym zape\u0142ni\u0105 miejsce p\u00f3\u017aniej?<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cMo\u017cesz zarobi\u0107 CPM w wysoko\u015bci X na ca\u0142ej tej kampanii.\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Nawi\u0105zuj\u0105c do naszego poprzedniego punktu \u2014 nie wszystko jest jednym wielkim k\u0142amstwem. Niekt\u00f3re firmy rzeczywi\u015bcie maj\u0105 silne kampanie bezpo\u015brednie, ale rzeczywisto\u015b\u0107 jest taka, \u017ce wi\u0119kszo\u015b\u0107 powierzchni reklamowej jest wype\u0142niana programatycznie. W takich przypadkach lepiej m\u00f3wi\u0107 o <a href=\"https:\/\/refinery89.com\/pl\/cpm-vs-rpm\/\" target=\"_blank\" rel=\"noopener\">RPM (przych\u00f3d na tysi\u0105c ods\u0142on strony) ni\u017c o CPM.<\/a><\/p>\n<p>Dlaczego? Bo wysoki CPM przy niskim wska\u017aniku wype\u0142nienia po\u0142o\u017cy tw\u00f3j RPM na \u0142opatki.<\/p>\n<p>Na przyk\u0142ad: je\u015bli prowadzisz kampani\u0119 na swojej stronie z CPM w wysoko\u015bci 1 \u20ac i uzyskasz jedynie 10 % wsp\u00f3\u0142czynnika wype\u0142nienia, sko\u0144czysz z RPM na poziomie 0,10 \u20ac dla tej kampanii bezpo\u015bredniej. Aj.<\/p>\n<p>To, co wydawa\u0142o si\u0119 \u015bwietn\u0105 ofert\u0105, mo\u017ce w rzeczywisto\u015bci sprawi\u0107, \u017ce stracisz przychody.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cWsp\u00f3\u0142pracujemy z (nazw\u0105 du\u017cej strony internetowej)\u201d \u2013 Spoiler: wcale nie.<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>To cz\u0119sta praktyka w\u015br\u00f3d nowych firm na rynku, kt\u00f3re chc\u0105 szybko zdoby\u0107 wiarygodno\u015b\u0107. Wymieniaj\u0105 du\u017cych wydawc\u00f3w, z kt\u00f3rymi rzekomo \u201ewsp\u00f3\u0142pracuj\u0105\u201d, cho\u0107 w rzeczywisto\u015bci to nieprawda.<\/p>\n<p>Najlepiej sprawdzi\u0107 to za pomoc\u0105 <a href=\"https:\/\/refinery89.com\/pl\/importance-of-ads-txt\/\" target=\"_blank\" rel=\"noopener\">plik\u00f3w ads.txt<\/a>, wpisuj\u0105c \/ads.txt zaraz po adresie URL strony. Problem w tym, \u017ce nie wszyscy wydawcy utrzymuj\u0105 je w czysto\u015bci i aktualno\u015bci, wi\u0119c nie zawsze jest to w pe\u0142ni wiarygodne. Mimo to szybka kontrola mo\u017ce uchroni\u0107 ci\u0119 przed wprowadzeniem w b\u0142\u0105d.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Co wydawcy powinni zrobi\u0107, zanim uwierz\u0105 w obietnic\u0119<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Unikaj marnowania czasu i zasob\u00f3w na puste obietnice, pami\u0119taj\u0105c o tych dobrych praktykach:<\/p>\n<ul>\n<li><strong>Popro\u015b o dowody i referencje: <\/strong>Prawdziwi partnerzy ch\u0119tnie podziel\u0105 si\u0119 studiami przypadk\u00f3w, referencjami i mo\u017cliwymi do zweryfikowania danymi.<\/li>\n<li><strong>Przetestuj to na w\u0142asnych danych:<\/strong> Nie ufaj wymy\u015blonym procentom wzrostu. Zmierz rzeczywisty wp\u0142yw na sw\u00f3j inwentarz reklamowy.<\/li>\n<li><strong>Priorytetowo traktuj RPM zamiast CPM: <\/strong><a href=\"https:\/\/refinery89.com\/pl\/ad-fill-rate-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Fill rate<\/a>, <a href=\"https:\/\/refinery89.com\/pl\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">widoczno\u015b\u0107<\/a>i rzeczywisty popyt s\u0105 wa\u017cniejsze ni\u017c sam nag\u0142\u00f3wkowy CPM.<\/li>\n<li><strong>Sprawd\u017a plik ads.txt i integracje:<\/strong> Chocia\u017c nie zawsze jest to idealne rozwi\u0105zanie, stanowi przydatny pierwszy krok do sprawdzenia twierdze\u0144 partnera.<\/li>\n<li><strong>Zacznij od ma\u0142ego kroku:<\/strong> Przeprowad\u017a kr\u00f3tkie testy z technologi\u0105 swojego partnera, zanim podpiszesz d\u0142ugoterminowe umowy.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Nawi\u0105zanie prawdziwego partnerstwa AdTech to nie jest misja niemo\u017cliwa<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Nie wszystkie firmy AdTech to \u017ali gracze. Niekt\u00f3re dobre r\u00f3wnie\u017c u\u017cywaj\u0105 tych samych s\u0142\u00f3w: uplift, przychody, \u0142atwa konfiguracja\u2026 bo tego w\u0142a\u015bnie wydawcy oczekuj\u0105. R\u00f3\u017cnica polega na konsekwencji i zdolno\u015bci do spe\u0142nienia tych obietnic. Ty, jako wydawca, powiniene\u015b skupi\u0107 si\u0119 na wsp\u00f3\u0142pracy z partnerami, kt\u00f3rzy potrafi\u0105 udowodni\u0107 swoj\u0105 warto\u015b\u0107 danymi, dostarczaj\u0105 sp\u00f3jne wyniki i inwestuj\u0105 w d\u0142ugoterminow\u0105 relacj\u0119 zamiast szybkich zysk\u00f3w.<\/p>\n<p>Przejrzysto\u015b\u0107 w AdTechu jest czym\u015b, o co nie mo\u017cna si\u0119 targowa\u0107, i dlatego nasi Refiners dzia\u0142aj\u0105 konkretnie, aby zapewni\u0107 najlepsz\u0105 strategi\u0119 rozwoju Twojej witryny. <a href=\"https:\/\/refinery89.com\/pl\/skontaktuj-sie-z-nami-refinery89\/\" target=\"_blank\" rel=\"noopener\">Odkryj tutaj nasz\u0105 misj\u0119, rozwi\u0105zania i spersonalizowane us\u0142ugi, kt\u00f3re pomog\u0105 Ci zmaksymalizowa\u0107 monetyzacj\u0119 reklam.<\/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, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/pl\/czerwone-flagi-adtech\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AdTech Red Flags: 4 False Promises Publishers Must Avoid | R89\" \/>\n<meta property=\"og:description\" content=\"Jaime Vazquez, our Publisher Inside Sales Director, steps in to reveal 4 AdTech red flags publishers should watch out for.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/refinery89.com\/pl\/czerwone-flagi-adtech\/\" \/>\n<meta property=\"og:site_name\" content=\"Refinery89\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Refinery89\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-26T08:28:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-26T10:08:44+00:00\" \/>\n<meta property=\"og:image\" 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