{"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-ve-waterfall-farklari-aciklandi","status":"publish","type":"post","link":"https:\/\/refinery89.com\/tr\/header-bidding-vs-waterfall-differences-explained\/","title":{"rendered":"Header Bidding mi Waterfall m\u0131: Farklar\u0131 A\u00e7\u0131klamas\u0131"},"content":{"rendered":"

Herkesin ayn\u0131 \u015feyi anlad\u0131\u011f\u0131ndan emin olmak i\u00e7in. Reklamlar\u0131n\u0131z\u0131 do\u011frudan reklamverenlere satm\u0131yorsan\u0131z, web sitenizde bir reklam y\u00fcklendi\u011finde, genellikle o reklam alan\u0131n\u0131 en y\u00fcksek teklifi veren reklamverene satmak i\u00e7in bir ihaleden ge\u00e7er. Bu ihale s\u00fcreci i\u00e7in farkl\u0131 teknikler vard\u0131r: Programatik Waterfall ve Header Bidding. Sizce hangisi en \u00e7ok reklam gelirini cebinize getirecektir ve neden? Hen\u00fcz cevap vermeyin! \u00d6nce neyin ne oldu\u011funu anlayarak ba\u015flayal\u0131m.<\/p>\n

 <\/p>\n

Programatik Reklamc\u0131l\u0131kta Waterfall Nedir?<\/strong><\/h2>\n

 <\/p>\n

Header Bidding yayg\u0131nla\u015fmadan \u00f6nce reklamlar \u015felale (waterfall) y\u00f6ntemiyle sunuluyordu. Programatik \u015eelale, bir Yay\u0131nc\u0131n\u0131n Reklam Envanteri'ni s\u0131ral\u0131 bir a\u00e7\u0131k art\u0131rma yoluyla sat\u0131\u015fa sunma tekni\u011fidir. Bu, Reklam A\u011flar\u0131n\u0131n performanslar\u0131na g\u00f6re s\u0131ralanmas\u0131 ve reklam biriminin bu listedeki belirtilen fiyat\u0131 kar\u015f\u0131layan ilk al\u0131c\u0131ya sat\u0131lmas\u0131yla yap\u0131l\u0131r.<\/p>\n

\u00d6rne\u011fin, senin setini taban fiyat<\/a> 1\u20ac'ya ve s\u0131ralamada ilk al\u0131c\u0131 0,50\u20ac teklif ediyor. Bu yeterli de\u011fil, bu y\u00fczden teklif listedeki bir sonraki al\u0131c\u0131ya ge\u00e7iyor. Bir sonraki al\u0131c\u0131, birim i\u00e7in 1\u20ac teklif ediyor ve taban fiyat\u0131 kar\u015f\u0131lad\u0131\u011f\u0131 i\u00e7in ona sat\u0131l\u0131yor. E\u011fer listedeki \u00fc\u00e7\u00fcnc\u00fc al\u0131c\u0131 2\u20ac teklif etmeye istekli olsayd\u0131, taban fiyat\u0131n\u0131z\u0131 kar\u015f\u0131layan ilk al\u0131c\u0131ya sat\u0131ld\u0131\u011f\u0131 i\u00e7in ona ula\u015famazd\u0131n\u0131z. Ba\u015fka bir deyi\u015fle, reklam biriminiz i\u00e7in alabilece\u011finiz en y\u00fcksek reklam gelirini ka\u00e7\u0131rd\u0131n\u0131z. Tam bir hayal k\u0131r\u0131kl\u0131\u011f\u0131, de\u011fil mi?<\/p>\n

 <\/p>\n

\"Programatik<\/p>\n

 <\/p>\n

Header Bidding Nedir?<\/strong><\/h2>\n

 <\/p>\n

Header bidding<\/a> ayn\u0131 zamanda bir Yay\u0131nc\u0131n\u0131n reklam envanterini satmaya y\u00f6nelik programatik bir reklamc\u0131l\u0131k y\u00f6ntemidir. Reklam verenlerin ayn\u0131 anda teklif verdi\u011fi ger\u00e7ek zamanl\u0131 bir a\u00e7\u0131k art\u0131rma (RTB) s\u00fcrecidir. Bu teknoloji, bir web sitesinde reklam yay\u0131nlanmadan hemen \u00f6nce \u00e7e\u015fitli reklam borsalar\u0131n\u0131n\/reklam a\u011flar\u0131n\u0131n ayn\u0131 anda bir reklam alan\u0131 i\u00e7in teklif vermesine olanak tan\u0131r. T\u00fcm bu i\u015flem g\u00f6z k\u0131rpma h\u0131z\u0131nda tamamlan\u0131r. Reklam\u0131n y\u00fcklenme s\u00fcresini iyile\u015ftirir ve dolay\u0131s\u0131yla SEO<\/a> sonu\u00e7lar.<\/p>\n

Header Bidding, yay\u0131nc\u0131n\u0131n reklam envanterinin en y\u00fcksek CPM'yi \u00f6demeye istekli al\u0131c\u0131ya sat\u0131ld\u0131\u011f\u0131, \u00e7e\u015fitli talep kaynaklar\u0131 aras\u0131nda e\u015fzamanl\u0131 olarak ger\u00e7ek zamanl\u0131 a\u00e7\u0131k art\u0131rma ger\u00e7ekle\u015ftirir. Ayr\u0131ca, kitlesi i\u00e7in ayn\u0131 anda daha fazla reklamverenin kat\u0131lmas\u0131yla, a\u00e7\u0131k art\u0131rma \u015felalesinden \u00e7ok daha iyi bir doluluk oran\u0131 sa\u011flar.<\/p>\n

 <\/p>\n

\"Header<\/p>\n

 <\/p>\n

 <\/p>\n

Header bidding'i sa\u011flayan \u00fc\u00e7 ana sistem vard\u0131r:<\/p>\n

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

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

Bu a\u00e7\u0131k kaynak kodlu bir header bidding sarmalay\u0131c\u0131s\u0131d\u0131r. Prebid, kendi kendine y\u00f6netildi\u011fi i\u00e7in uygulanmas\u0131 teknik bilgi gerektirir. Ki\u015fiselle\u015ftirilebilir ve istenildi\u011fi gibi de\u011fi\u015ftirilebilir. Ba\u011f\u0131ms\u0131z olarak veya di\u011fer header bidding sistemleriyle birlikte \u00e7al\u0131\u015fabilir.<\/p>\n

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

Google A\u00e7\u0131k \u0130hale (OB)<\/a><\/strong><\/h3>\n

Google'\u0131n header bidding versiyonu. OB, birden fazla SSP'nin bir g\u00f6sterim i\u00e7in ayn\u0131 anda teklif verebildi\u011fi birle\u015fik bir sunucu tarafl\u0131 a\u00e7\u0131k art\u0131rmad\u0131r. Yaln\u0131zca Google Ad Manager 360 (GAM360) \u00fczerinden kullan\u0131labilir ve Google'\u0131n Ad Exchange (AdX) ile birlikte \u00e7al\u0131\u015f\u0131r. OB'nin kurulumu ve etkinle\u015ftirilmesi kolayd\u0131r ancak size \u00e7ok fazla kontrol sa\u011flamaz.<\/p>\n

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

\u015eEFFAF REKLAM PAZARI<\/a><\/strong><\/h3>\n

TAM, yay\u0131nc\u0131lar i\u00e7in Amazon'un sunucu taraf\u0131 ba\u015fl\u0131k teklif \u00e7\u00f6z\u00fcm\u00fc olup Google'\u0131n A\u00e7\u0131k Art\u0131rmas\u0131na benzer. Kullan\u0131m\u0131 \u00e7ok kolayd\u0131r ancak ba\u011flanmak i\u00e7in bir GAM reklam sunucusu gerektirir. TAM, \u00e7ok say\u0131da SSP ile kendi UAM (Birle\u015fik Reklam Pazar\u0131) ba\u011flant\u0131lar\u0131n\u0131 sunar, b\u00f6ylece para kazanma konusunda h\u0131zla ba\u015flayabilirsiniz. Ancak kendi talep ortaklar\u0131n\u0131zla do\u011frudan ba\u011flant\u0131 kurmak istiyorsan\u0131z, bu SSP'lerle mevcut s\u00f6zle\u015fme ili\u015fkilerine sahip olman\u0131z gerekecektir. Amazon'un platformu arac\u0131l\u0131\u011f\u0131yla, kendi Reklam Pazar\u0131 taleplerine eri\u015febilece\u011finiz gibi, Xandr AdaptMX, Magnite, GumGum, Smaato ve SpotX gibi, birlikte \u00e7al\u0131\u015ft\u0131\u011f\u0131 ortaklarla da ba\u011flant\u0131 kurma f\u0131rsat\u0131na sahip olursunuz.<\/p>\n

Refinery89'da bu \u00fc\u00e7 sistemin tamam\u0131n\u0131 bizim arac\u0131l\u0131\u011f\u0131m\u0131zla y\u00f6netiyoruz Tek Etiket \u00c7\u00f6z\u00fcm\u00fc<\/a>Tek Etiket ile Prebid, TAM ve Google A\u00e7\u0131k \u0130hale'ye an\u0131nda eri\u015fim sa\u011flayarak 25'ten fazla premium talep kayna\u011f\u0131n\u0131n reklam alan\u0131n\u0131z i\u00e7in en iyi CPM'lerle rekabet etmesini sa\u011flars\u0131n\u0131z.<\/p>\n

 <\/p>\n

\"Refinery89'\u0131n<\/p>\n

 <\/p>\n

 <\/p>\n

\u015eimdi, Waterfall ve Header Bidding'i kar\u015f\u0131la\u015ft\u0131ral\u0131m!<\/strong><\/h2>\n

 <\/p>\n

\"\u015eelale<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

Bu turun kazanan\u0131 kim? Waterfall m\u0131 yoksa Header Bidding mi?<\/strong><\/h2>\n

 <\/p>\n

\u00c7o\u011funluk karar\u0131yla kazanan, 2014 y\u0131l\u0131nda tan\u0131t\u0131lan\u2026 Header Bidding!!!<\/p>\n

\u015eelale, Ba\u015fl\u0131k \u0130haleleri sahneye \u00e7\u0131kana kadar sekt\u00f6r standard\u0131yd\u0131. Ancak kullanmak i\u00e7in en uygun \u015fey olmayabilir. Ba\u015fl\u0131k ihaleleri ile elde edebilece\u011finiz gibi reklam alan\u0131n\u0131zdan geliri en \u00fcst d\u00fczeye \u00e7\u0131karamayacaks\u0131n\u0131z.<\/p>\n

Kendiniz kurmak biraz daha karma\u015f\u0131k olsa da (ayr\u0131ca t\u00fcm bu zahmete girmenize gerek yok, \u00e7\u00fcnk\u00fc biz de bunun i\u00e7in buraday\u0131z), Header Bidding, RTB sayesinde Yay\u0131nc\u0131lar\u0131n daha iyi bir getiri elde etmelerini sa\u011flar. Reklam birimi, ger\u00e7ek zamanl\u0131 olarak \u00e7ok \u00e7e\u015fitli reklamverenler aras\u0131ndaki en y\u00fcksek teklif verene sat\u0131larak reklam gelirlerinizi art\u0131r\u0131r. Ayr\u0131ca, artan rekabet sayesinde daha y\u00fcksek kaliteli reklamlar elde eder, b\u00f6ylece web sitenizin reklam parasalla\u015ft\u0131rma performans\u0131n\u0131 iyile\u015ftirirsiniz.<\/p>\n

 <\/p>\n

Web sitenizde header bidding nas\u0131l uygulan\u0131r?<\/strong><\/h2>\n

 <\/p>\n

Reklam envanterinizi satmak i\u00e7in Ba\u015fl\u0131k \u0130haleleri kullanmak hi\u00e7 bu kadar kolay olmam\u0131\u015ft\u0131. \u00d6zellikle Tek Etiketli reklam geliri elde etme \u00e7\u00f6z\u00fcm\u00fcm\u00fczle! Sitenize yerle\u015ftirdikten sonra, y\u00fcksek CPM'ler talep eden 25'ten fazla premium talep kayna\u011f\u0131yla Ba\u015fl\u0131k \u0130haleleri teknolojimize, yani Prebid, TAM ve Google A\u00e7\u0131k \u0130haleye eri\u015fmenizi sa\u011flayan tek kod sat\u0131r\u0131d\u0131r.<\/p>\n

Denemek ister misiniz? Bizimle ileti\u015fime ge\u00e7in!<\/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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