{"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-vs-waterfall-diferencas-explicadas","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/header-bidding-vs-waterfall-differences-explained\/","title":{"rendered":"Header Bidding vs. Waterfall: Diferen\u00e7as Explicadas"},"content":{"rendered":"

Apenas para garantir que estamos alinhados. A menos que voc\u00ea venda seus an\u00fancios diretamente para os anunciantes, quando um an\u00fancio \u00e9 carregado em seu site, ele passa por um leil\u00e3o para vender essa unidade publicit\u00e1ria para o anunciante que fizer a maior oferta. Existem diferentes t\u00e9cnicas para realizar esse processo de lances: Programmatic Waterfall e Header Bidding. Qual voc\u00ea acha que trar\u00e1 mais receita de an\u00fancios para seus bolsos e por qu\u00ea? N\u00e3o responda ainda! Vamos come\u00e7ar entendendo o que \u00e9 o qu\u00ea.<\/p>\n

 <\/p>\n

Em publicidade program\u00e1tica, \"Waterfall\" (ou Cascata) \u00e9 uma estrat\u00e9gia de monetiza\u00e7\u00e3o de invent\u00e1rio de an\u00fancios onde os editores oferecem seu espa\u00e7o publicit\u00e1rio a v\u00e1rias fontes de demanda em uma ordem sequencial predeterminada. A primeira fonte de demanda a aceitar o an\u00fancio (e que oferece o CPM - Custo por Mil impress\u00f5es - mais alto naquele momento) ganha a oportunidade de exibir o an\u00fancio. Se essa fonte n\u00e3o encontrar um an\u00fancio adequado ou uma oferta correspondente, o invent\u00e1rio \u00e9 passado para a pr\u00f3xima fonte na cascata, e assim por diante, at\u00e9 que o espa\u00e7o seja preenchido ou o final da cascata seja atingido.\n\nEssa abordagem \u00e9 tradicionalmente usada para maximizar a receita do editor, garantindo que nem um \u00fanico espa\u00e7o de an\u00fancio fique vago se houver demanda dispon\u00edvel em qualquer ponto da cadeia. As fontes de demanda podem incluir redes de an\u00fancios, SSPs (Supply-Side Platforms), exchanges de an\u00fancios e at\u00e9 mesmo vendas diretas.<\/strong><\/h2>\n

 <\/p>\n

Antes do Header Bidding se tornar uma realidade, os an\u00fancios eram exibidos usando o m\u00e9todo de cascata. A Cascata Program\u00e1tica \u00e9 uma t\u00e9cnica para vender o Invent\u00e1rio de An\u00fancios de uma Editora atrav\u00e9s de um leil\u00e3o sequencial. Isso \u00e9 feito ordenando as Redes de An\u00fancios com base em seu desempenho e vendendo a unidade de an\u00fancio para o primeiro comprador dessa lista que atende ao pre\u00e7o m\u00ednimo.<\/p>\n

Por exemplo, voc\u00ea configura seu pre\u00e7o m\u00ednimo<\/a> para 1\u20ac e o primeiro comprador no ranking oferece 0,50\u20ac. Como n\u00e3o \u00e9 o suficiente, a oferta volta para o pr\u00f3ximo comprador na lista. O pr\u00f3ximo oferece 1\u20ac pela unidade de an\u00fancio e ela \u00e9 vendida para ele porque atende ao pre\u00e7o m\u00ednimo. Se o terceiro comprador na lista estivesse disposto a oferecer 2\u20ac, voc\u00ea n\u00e3o conseguiria chegar a ele porque o espa\u00e7o publicit\u00e1rio foi vendido ao primeiro comprador que atingiu seu pre\u00e7o m\u00ednimo. Em outras palavras, voc\u00ea perdeu a receita publicit\u00e1ria mais alta que poderia ter obtido por sua unidade de an\u00fancio. Que chato, n\u00e9?<\/p>\n

 <\/p>\n

\"Cascata<\/p>\n

 <\/p>\n

O que \u00e9 Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

Header bidding<\/a> \u00e9 tamb\u00e9m um m\u00e9todo de publicidade program\u00e1tica para vender o invent\u00e1rio de an\u00fancios de uma Editora. \u00c9 um processo de lances em tempo real (RTB) onde os anunciantes d\u00e3o lances simultaneamente. Essa tecnologia permite que v\u00e1rias plataformas de an\u00fancios\/redes de an\u00fancios deem lances em um espa\u00e7o publicit\u00e1rio ao mesmo tempo, logo antes que um an\u00fancio seja exibido em um site. Todo o exerc\u00edcio \u00e9 feito em um piscar de olhos. Melhora o tempo de carregamento do an\u00fancio e, portanto Otimiza\u00e7\u00e3o para motores de busca<\/a> resultados.<\/p>\n

O Header Bidding realiza lances em tempo real entre diversas fontes de demanda simultaneamente, onde o invent\u00e1rio de an\u00fancios do editor \u00e9 vendido ao comprador que oferecer o maior CPM. Al\u00e9m disso, com mais anunciantes participando ao mesmo tempo pela audi\u00eancia, ele proporciona uma taxa de preenchimento muito melhor do que os leil\u00f5es em cascata.<\/p>\n

 <\/p>\n

\"Header<\/p>\n

 <\/p>\n

 <\/p>\n

Existem tr\u00eas sistemas principais que fornecem header bidding:<\/p>\n

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

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

\u00c9 um wrapper de header bidding de c\u00f3digo aberto. O Prebid exige que os usu\u00e1rios tenham algum conhecimento t\u00e9cnico para implement\u00e1-lo, pois \u00e9 autogerenciado. Pode ser personalizado e modificado conforme o desejo do usu\u00e1rio. Pode funcionar independentemente ou em conjunto com outros sistemas de header bidding.<\/p>\n

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

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

A vers\u00e3o do Google para header bidding. O OB \u00e9 um leil\u00e3o unificado do lado do servidor onde v\u00e1rios SSPs podem fazer lances simultaneamente por uma impress\u00e3o. Ele est\u00e1 dispon\u00edvel apenas atrav\u00e9s do Google Ad Manager 360 (GAM360) e \u00e9 executado juntamente com o Google Ad Exchange (AdX). O OB \u00e9 f\u00e1cil de configurar e ativar, mas n\u00e3o oferece muito controle.<\/p>\n

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

TAM (Transparent Ad Marketplace)<\/a><\/strong><\/h3>\n

TAM \u00e9 a solu\u00e7\u00e3o de header bidding do lado do servidor da Amazon para Publishers, similar ao Open Bidding do Google. \u00c9 muito f\u00e1cil de usar, mas requer um servidor de an\u00fancios GAM para se conectar. TAM oferece suas pr\u00f3prias conex\u00f5es UAM (Unified Ad Marketplace) com um grande n\u00famero de SSPs para que voc\u00ea possa come\u00e7ar a monetizar rapidamente. Mas se voc\u00ea quiser se conectar diretamente com seus pr\u00f3prios parceiros de demanda, precisar\u00e1 ter relacionamentos contratuais existentes com esses SSPs. Atrav\u00e9s da plataforma da Amazon, voc\u00ea ter\u00e1 acesso \u00e0 sua demanda do Ad Marketplace, bem como a oportunidade de se conectar com parceiros com os quais eles trabalham, como Xandr AdaptMX, Magnite, GumGum, Smaato e SpotX, entre muitos outros.<\/p>\n

Na Refinery89 n\u00f3s gerenciamos todos esses tr\u00eas sistemas atrav\u00e9s da nossa Solu\u00e7\u00e3o de Tag \u00danica<\/a>Com o Single Tag, voc\u00ea tem acesso imediato ao Prebid, TAM e Google Open Bidding, com mais de 25 fontes de demanda premium competindo pelo seu espa\u00e7o publicit\u00e1rio com os melhores CPMs.<\/p>\n

 <\/p>\n

\"Solu\u00e7\u00e3o<\/p>\n

 <\/p>\n

 <\/p>\n

Agora, vamos comparar Waterfall e Header Bidding!<\/strong><\/h2>\n

 <\/p>\n

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

 <\/p>\n

 <\/p>\n

 <\/p>\n

Quem ganha esta rodada? Waterfall ou Header Bidding?<\/strong><\/h2>\n

 <\/p>\n

O vencedor por decis\u00e3o majorit\u00e1ria, introduzido em 2014\u2026 Header Bidding!!!<\/p>\n

O Waterfall costumava ser o padr\u00e3o da ind\u00fastria at\u00e9 que o Header Bidding surgiu. No entanto, pode n\u00e3o ser a coisa mais conveniente de se usar. Voc\u00ea n\u00e3o conseguiria maximizar a receita do seu espa\u00e7o publicit\u00e1rio, como conseguiria com o Header Bidding.<\/p>\n

Embora seja um pouco mais complicado de configurar sozinho (al\u00e9m disso, voc\u00ea n\u00e3o precisa passar por todo esse transtorno, j\u00e1 que estamos aqui para isso tamb\u00e9m), o Header Bidding permite que as Publisher obtenham um rendimento melhor gra\u00e7as ao RTB. A unidade de an\u00fancio \u00e9 vendida para o maior lance entre uma ampla gama de anunciantes, em tempo real, aumentando sua receita com an\u00fancios. Al\u00e9m disso, voc\u00ea obt\u00e9m an\u00fancios de maior qualidade gra\u00e7as ao aumento da concorr\u00eancia, melhorando assim o desempenho de monetiza\u00e7\u00e3o de an\u00fancios do seu site.<\/p>\n

 <\/p>\n

Como implementar o header bidding no seu site?<\/strong><\/h2>\n

 <\/p>\n

Nunca foi t\u00e3o f\u00e1cil vender seu invent\u00e1rio de an\u00fancios usando Header Bidding. Especialmente com nossa solu\u00e7\u00e3o de monetiza\u00e7\u00e3o de an\u00fancios Single Tag! \u00c9 uma \u00fanica linha de c\u00f3digo que, ap\u00f3s ser colocada em seu site, oferece acesso \u00e0 nossa tecnologia Header Bidding, significando Prebid, TAM e Google Open Bidding com mais de 25 fontes de demanda premium que comandam altos CPMs.<\/p>\n

Curioso para experimentar? Entre em contato conosco!<\/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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