{"id":6297,"date":"2023-03-09T08:00:10","date_gmt":"2023-03-09T07:00:10","guid":{"rendered":"https:\/\/semhexagon.com\/es\/?p=6297"},"modified":"2023-03-13T12:59:34","modified_gmt":"2023-03-13T11:59:34","slug":"publicidad-online","status":"publish","type":"post","link":"https:\/\/semhexagon.com\/es\/programatica\/publicidad-online\/","title":{"rendered":"\u00bfQuieres hacer publicidad program\u00e1tica?"},"content":{"rendered":"[vc_row type=\u00bbfull_width_content\u00bb full_screen_row_position=\u00bbmiddle\u00bb column_margin=\u00bb20px\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb scene_position=\u00bbcenter\u00bb left_padding_desktop=\u00bb2%\u00bb constrain_group_2=\u00bbyes\u00bb right_padding_desktop=\u00bb2%\u00bb left_padding_phone=\u00bb0&#8243; right_padding_phone=\u00bb0&#8243; text_color=\u00bbdark\u00bb text_align=\u00bbcenter\u00bb row_border_radius=\u00bbnone\u00bb row_border_radius_applies=\u00bbbg\u00bb overflow=\u00bbvisible\u00bb advanced_gradient_angle=\u00bb0&#8243; overlay_strength=\u00bb0.3&#8243; gradient_direction=\u00bbleft_to_right\u00bb shape_divider_position=\u00bbbottom\u00bb bg_image_animation=\u00bbnone\u00bb shape_type=\u00bb\u00bb gradient_type=\u00bbdefault\u00bb][vc_column column_padding=\u00bbpadding-3-percent\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb left_margin=\u00bb15%\u00bb constrain_group_2=\u00bbyes\u00bb right_margin=\u00bb15%\u00bb left_margin_tablet=\u00bb5%\u00bb constrain_group_4=\u00bbyes\u00bb right_margin_tablet=\u00bb5%\u00bb left_margin_phone=\u00bb0&#8243; right_margin_phone=\u00bb0&#8243; column_element_spacing=\u00bbdefault\u00bb centered_text=\u00bbtrue\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bblarge_depth\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb column_position=\u00bbdefault\u00bb advanced_gradient_angle=\u00bb0&#8243; gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb tablet_text_alignment=\u00bbdefault\u00bb phone_text_alignment=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb gradient_type=\u00bbdefault\u00bb][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text]\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">El mundo va evolucionando y la publicidad online no se queda atr\u00e1s. Viendo el t\u00edtulo te preguntar\u00e1s (o quiz\u00e1s no) <strong>\u00bfQu\u00e9 es eso de la publicidad program\u00e1tica?<\/strong><\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">En este post quisimos hac\u00e9rtelo f\u00e1cil, as\u00ed que hemos cogido a la persona que menos sabe del tema en la oficina <strong>&#8211; nuestra becaria &#8211;<\/strong> y le hemos dado tanto la chapa que hasta podr\u00edamos sacar una masterclass. Como tarea ha tenido que hacer un resumen de lo que entendi\u00f3 para poder explic\u00e1roslo <strong>&#8211; bajo nuestra supervisi\u00f3n &#8211;<\/strong> .<\/span><\/p>\n[\/vc_column_text][image_with_animation image_url=\u00bb6559&#8243; image_size=\u00bbfull\u00bb animation_type=\u00bbentrance\u00bb animation=\u00bbFade In\u00bb hover_animation=\u00bbnone\u00bb alignment=\u00bb\u00bb border_radius=\u00bbnone\u00bb box_shadow=\u00bbnone\u00bb image_loading=\u00bbdefault\u00bb max_width=\u00bb100%\u00bb max_width_mobile=\u00bbdefault\u00bb][vc_column_text]\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">Despu\u00e9s de mucho esfuerzo y trabajo mental, nos ha deleitado con estas palabras: <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;strong&quot;}]}\"><strong><span style=\"font-family: nexa; font-size: 14pt; color: #d70033;\" data-syno-text=\"true\">\u201cLa publicidad program\u00e1tica es la compra de espacios publicitarios en distintos medios digitales de forma automatizada\u201d <\/span><\/strong><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Estamos muy orgullosos de ella, \u00bfQu\u00e9 podemos decir? En hexagon tambi\u00e9n somos excelentes tutores, pero para complementar un poco la idea, en publicidad program\u00e1tica se utilizan algoritmos de <strong>machine learning<\/strong> para encontrar espacios publicitarios de calidad al mejor precio. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">La verdad sea dicha, existen muchas formas de hacer <strong>compra program\u00e1tica<\/strong> pero vamos a explicarte la m\u00e1s utilizada por los usuarios. Iniciamos la clase: <\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb top_padding=\u00bb2%\u00bb bottom_padding=\u00bb2%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbReal Time Bidding\u00bb font_container=\u00bbtag:h2|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">A nosotros nos gusta m\u00e1s llamarlo el casino de program\u00e1tica, el <strong>RTB<\/strong> (en espa\u00f1ol, pujas a tiempo real), es una forma muy com\u00fan de adquirir espacios publicitarios. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Te lo vamos a explicar de la forma m\u00e1s sencilla posible. En el RTB los anunciantes van haciendo pujas para conseguir un espacio publicitario, en el que la <strong>audiencia<\/strong> concuerde con su <strong>publico objetivo<\/strong>. Es algo as\u00ed como cuando dos amantes se pelean por tu atenci\u00f3n, sabemos que explicado as\u00ed ya te gusta m\u00e1s. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">De esta forma, cada anunciante establece una <strong>puja m\u00e1xima<\/strong> para publicitarte en los medios que m\u00e1s le convenga. Estas pujas se lanzan en el <strong>Ad Exchange<\/strong>, y all\u00ed se selecciona la puja ganadora. Instant\u00e1neamente el anuncio se muestra a la audiencia. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Aqu\u00ed viene la mejor parte para los taca\u00f1os,<strong> no hay coste de acceso m\u00ednimo<\/strong>, as\u00ed que si eres de los que no les gusta arriesgar mucho (somos de marketing, no hay que tenerle miedo al \u00e9xito) esta probablemente sea tu mejor opci\u00f3n. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Ahora tenemos que tener algo claro, cuando hablamos de <strong>publicidad program\u00e1tica<\/strong> no estamos hablando necesariamente de publicidad en Google, ni tampoco exclusivamente de banners (sabemos que los estabas mezclando, tambi\u00e9n le paso a nuestra becaria) as\u00ed que vamos con el siguiente tema de clase: <\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb top_padding=\u00bb2%\u00bb bottom_padding=\u00bb2%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbPublicidad program\u00e1tica y Google Ads\u00bb font_container=\u00bbtag:h2|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][image_with_animation image_url=\u00bb6543&#8243; image_size=\u00bblarge\u00bb animation_type=\u00bbentrance\u00bb animation=\u00bbFade In\u00bb hover_animation=\u00bbnone\u00bb alignment=\u00bb\u00bb border_radius=\u00bbnone\u00bb box_shadow=\u00bbnone\u00bb image_loading=\u00bbdefault\u00bb max_width=\u00bb100%\u00bb max_width_mobile=\u00bbdefault\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb css=\u00bb.vc_custom_1677690130100{padding-top: 2% !important;}\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">Google, siempre aferr\u00e1ndose a lo suyo, como t\u00fa con el dinero que te da g\u00fcelita a escondidas, tiene su propia red publicitaria en el que vende exclusivamente su propio inventario. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Podr\u00e1s publicitarte en su red de b\u00fasqueda (se mostrar\u00e1n tus anuncios en p\u00e1ginas de resultados de la b\u00fasqueda de Google, otros sitios como Google Maps y Google Shopping, y m\u00e1s sitios asociados a Google), o en su red display (sitios de Google como YouTube, Gmail y miles de sitios asociados en internet), el que uses depender\u00e1 de tus necesidades.<\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Por otro lado, publicidad program\u00e1tica te abre un nuevo mundo de posibilidades, no se limita solo a Google, tiene un mayor alcance en el que posicionar tu publicidad, en este caso intervienen tres agentes principales: <\/span><\/p>\n<ul>\n<li style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\"><strong>SSP (Sell side platform):<\/strong> aqu\u00ed anuncias tu inventario disponible de espacios publicitarios, nuestro amigo Google seria un SSP. <\/span><\/li>\n<li style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\"><strong>DSP (Demand Side Platform):<\/strong> aqu\u00ed los anunciantes configuran sus campa\u00f1as y seleccionan las caracter\u00edsticas de su audiencia deseada. <\/span><\/li>\n<li style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\"><strong>Ad exchange:<\/strong> el intermediario, el pegamento que lo junta todo, vendedores y compradores. <\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">B\u00e1sicamente, en Google Ads trabajan con los sitios web, pujas por los espacios de publicidad libre, mientras que en publicidad program\u00e1tica, <strong>compras audiencias<\/strong> no un espacio publicitario como tal, es decir, <strong>pagas por mostrar el anuncio a cierto p\u00fablico objetivo<\/strong>.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Aqu\u00ed es donde entra en publicidad program\u00e1tica el poder de <strong>machine learning<\/strong>, con su poder de omnipresencia como un dios, es capaz de <strong>detectar espacios publicitarios<\/strong> disponibles en los distintos medios, buscando las coincidencias entre tus caracter\u00edsticas como anunciante y los de la audiencia a la que te vas a dirigir.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-size: 14pt; color: #999999;\" data-syno-text=\"true\"><span style=\"font-family: nexa;\">Adem\u00e1s, tambi\u00e9n es cierto que Google Ads se utiliza m\u00e1s para <strong>b\u00fasqueda de resultados<\/strong> y para publicidad display se suele decantar m\u00e1s por nuestro amigo <strong>RTB.<\/strong><\/span> <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Claro esta decir, que en hexagon trabajamos con ambas plataformas, queremos darte todas las opciones posibles, solo lo vamos a dejar caer, para aprovechar y dejarte por <a href=\"https:\/\/app.semhexagon.com\/login\"><strong>aqu\u00ed <\/strong><\/a>el link para que te registres y pruebes nuestra herramienta. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">Pasado ese momento de auto-publicidad, en esta parte del temario vamos a exponer un apartado que probablemente sea lo que m\u00e1s llevas esperando:<\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb top_padding=\u00bb2%\u00bb bottom_padding=\u00bb1%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbVentajas de la publicidad program\u00e1tica\u00bb font_container=\u00bbtag:h2|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb bottom_padding=\u00bb1%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbLo m\u00e1s especifico en segmentaci\u00f3n\u00bb font_container=\u00bbtag:h3|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb css=\u00bb.vc_custom_1677674392710{padding-bottom: 1% !important;}\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Volvemos al poder de omnipresencia de las tecnolog\u00edas, y lo agradecemos, porque gracias a ello existe el <strong>Big Data<\/strong>, que es la causa de esta primera ventaja. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Esta tecnolog\u00eda recolecta todo tipo de <strong>datos del usuario<\/strong> (tranquilo ning\u00fan secreto oscuro ser\u00e1 desvelado), lo que te permitir\u00e1 saber sus intereses, comportamiento online, su localizaci\u00f3n o incluso que tipo de compras online ha realizado. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">Pensemos en una dating app, tu das los <strong>datos que te interesan<\/strong> y la app te va mostrando personas que coinciden con estos datos para encontrar un \u201cmatch\u201d, aunque en program\u00e1tica va mucho m\u00e1s all\u00e1, si fuera tan f\u00e1cil todos estar\u00edamos casados al mes de entrar en la app.<\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Con todos los datos que el <strong>Big Data<\/strong> te ofrece, podr\u00e1s encontrar tu match de audiencia, bueno, seamos m\u00e1s t\u00e9cnicos, ser\u00e1s capaz de <strong>crear audiencias muy especificas<\/strong> acordes a lo que has definido como p\u00fablico. <\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb css=\u00bb.vc_custom_1677674287636{padding-bottom: 1% !important;}\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/2&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbSu capacidad de optimizaci\u00f3n\u00bb font_container=\u00bbtag:h3|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb css=\u00bb.vc_custom_1677674279767{padding-bottom: 1% !important;}\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Algo que quiz\u00e1s no sabias de la publicidad program\u00e1tica, es que puedes <strong>modificarla en tiempo real<\/strong>, ya que te permite visualizar que medios o anuncios est\u00e1n generando mejores resultados y cuales est\u00e1n generando peores. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Aqu\u00ed viene la mejor parte. A partir de esto, puedes llevarla hacia donde te convenga. No tenemos que explicarte que es a los mejores resultados \u00bfno? Adem\u00e1s as\u00ed podr\u00e1s tener <strong>mayor control sobre tu publicidad. <\/strong><\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/2&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][image_with_animation image_url=\u00bb6571&#8243; image_size=\u00bbmedium\u00bb animation_type=\u00bbentrance\u00bb animation=\u00bbFade In\u00bb hover_animation=\u00bbnone\u00bb alignment=\u00bb\u00bb border_radius=\u00bbnone\u00bb box_shadow=\u00bbnone\u00bb image_loading=\u00bbdefault\u00bb max_width=\u00bb100%\u00bb max_width_mobile=\u00bbdefault\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb css=\u00bb.vc_custom_1677674287636{padding-bottom: 1% !important;}\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbLa maravilla de la automatizaci\u00f3n\u00bb font_container=\u00bbtag:h3|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb css=\u00bb.vc_custom_1677674494918{padding-bottom: 1% !important;}\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">La automatizaci\u00f3n genera una sencilla ventaja de uso, la <strong>eficiencia<\/strong>, el proceso se vuelve mucho m\u00e1s \u00e1gil, lo que resulta en <strong>ahorro de tiempo<\/strong>, as\u00ed como trabajo y dinero. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Casi tanto como todo el tiempo que te ahorra <a href=\"https:\/\/app.semhexagon.com\/login\">hexagon<\/a>, al <strong>crear y optimizar tus campa\u00f1as de paid media<\/strong> por ti, solo decimos \ud83d\ude09.<\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbMayor predisposici\u00f3n por parte de la audiencia\u00bb font_container=\u00bbtag:h3|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb css=\u00bb.vc_custom_1677674729498{padding-bottom: 1% !important;}\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Aunque las personas se hagan las duras con la publicidad en general, la verdad es que quieran o no, <strong>generan atenci\u00f3n<\/strong> a los usuarios, no somos psic\u00f3logos pero es un hecho (no pasa no diremos \u201cte lo dije\u201d). <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Con program\u00e1tica, se llega a tal punto de <strong>optimizaci\u00f3n<\/strong>, que los anuncios son pr\u00e1cticamente <strong>personalizados al usuario<\/strong>, \u00f3sea que est\u00e1n acordes a sus intereses por lo que genera una mayor aceptaci\u00f3n al anuncio. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">La idea es que <strong>la audiencia te prefiera a ti <\/strong>antes que a tu competencia, y esto es m\u00e1s f\u00e1cil si tu contenido llama la atenci\u00f3n (no vamos a repetir el chiste de Shakira y Pique \u00bfok?). <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\" data-syno-text=\"true\">Para cerrar con broche de oro, como cierre del temario te daremos un poco de historia de la publicidad program\u00e1tica, tranquilo que te lo haremos lo m\u00e1s ameno (y corto) posible. <\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb top_padding=\u00bb2%\u00bb bottom_padding=\u00bb2%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_custom_heading text=\u00bbHistoria de la publicidad program\u00e1tica\u00bb font_container=\u00bbtag:h2|text_align:left|color:%23d70033&#8243; use_theme_fonts=\u00bbyes\u00bb][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][vc_column_text]\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">En el inicio de esta historia, si quer\u00edas que tu anuncio se mostrara en alg\u00fan medio, ten\u00edas que <strong>contactar directamente con ellos y negociar<\/strong>, pero lleg\u00f3 un punto en el que hab\u00eda m\u00e1s anunciantes que espacios publicitarios, eso que en econom\u00eda llaman, m\u00e1s demanda que oferta. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;Arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#000000&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">En este punto, nacen los <strong>Ad Networks<\/strong>, para conectar anunciantes con vendedores de espacios publicitarios, todo esto evoluciono al d\u00eda de hoy , la <strong>compra program\u00e1tica<\/strong>, que es ese proceso en el que, desde un solo panel, puedes comprar espacios publicitarios en distintos medios para una audiencia en concreto. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#202124&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Con esto hemos finalizado el temario, de momento hemos decidido no hacer examen final, pero si has llegado hasta aqu\u00ed, esperamos que ya entiendas algo de <strong>como funciona la publicidad program\u00e1tica<\/strong>, seg\u00fan nuestra becaria muchas dudas han quedado aclaradas con esta masterclass. <\/span><\/p>\n<p style=\"text-align: left;\" data-syno-attrs=\"{&quot;textMarks&quot;:[{&quot;_&quot;:&quot;font_size&quot;,&quot;value&quot;:&quot;11pt&quot;},{&quot;_&quot;:&quot;font_family&quot;,&quot;value&quot;:&quot;arial&quot;},{&quot;_&quot;:&quot;em&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;strong&quot;,&quot;value&quot;:false},{&quot;_&quot;:&quot;color&quot;,&quot;value&quot;:&quot;#202124&quot;},{&quot;_&quot;:&quot;background_color&quot;,&quot;value&quot;:&quot;#ffffff&quot;}]}\"><span style=\"font-family: nexa; font-size: 14pt; color: #999999;\">Por otro lado, si prefieres que un experto lleve este tipo de publicidad por ti, \u00fanete a la comunidad hexagon, la<strong> herramienta de optimizaci\u00f3n SEM<\/strong>, que adem\u00e1s de program\u00e1tica trabaja con otras 6 plataformas, pru\u00e9balo tu mismx<\/span><\/p>\n[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=\u00bbdefault\u00bb column_direction=\u00bbdefault\u00bb column_direction_tablet=\u00bbdefault\u00bb column_direction_phone=\u00bbdefault\u00bb top_padding=\u00bb4%\u00bb bottom_padding=\u00bb2%\u00bb text_align=\u00bbleft\u00bb row_position=\u00bbdefault\u00bb row_position_tablet=\u00bbinherit\u00bb row_position_phone=\u00bbinherit\u00bb overflow=\u00bbvisible\u00bb pointer_events=\u00bball\u00bb][vc_column_inner column_padding=\u00bbno-extra-padding\u00bb column_padding_tablet=\u00bbinherit\u00bb column_padding_phone=\u00bbinherit\u00bb column_padding_position=\u00bball\u00bb column_element_spacing=\u00bbdefault\u00bb background_color_opacity=\u00bb1&#8243; background_hover_color_opacity=\u00bb1&#8243; column_shadow=\u00bbnone\u00bb column_border_radius=\u00bbnone\u00bb column_link_target=\u00bb_self\u00bb gradient_direction=\u00bbleft_to_right\u00bb overlay_strength=\u00bb0.3&#8243; width=\u00bb1\/1&#8243; tablet_width_inherit=\u00bbdefault\u00bb animation_type=\u00bbdefault\u00bb bg_image_animation=\u00bbnone\u00bb border_type=\u00bbsimple\u00bb column_border_width=\u00bbnone\u00bb column_border_style=\u00bbsolid\u00bb][nectar_btn size=\u00bbjumbo\u00bb open_new_tab=\u00bbtrue\u00bb button_style=\u00bbregular\u00bb button_color_2=\u00bbExtra-Color-1&#8243; icon_family=\u00bbnone\u00bb text=\u00bb\u00a1Registrate Ya!\u00bb url=\u00bbhttps:\/\/app.semhexagon.com\/login\u00bb][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>El mundo va evolucionando y la publicidad online no se queda atr\u00e1s. Viendo el t\u00edtulo te preguntar\u00e1s (o quiz\u00e1s no) \u00bfQu\u00e9 es eso de la publicidad program\u00e1tica?<\/p>\n","protected":false},"author":1,"featured_media":6595,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38,44],"tags":[30,26,24,146,148,147],"class_list":{"0":"post-6297","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-programatica","8":"category-publicidad-online","9":"tag-hexagon","10":"tag-programatica","11":"tag-publicidad-online","12":"tag-publicidad-programatica","13":"tag-real-time-bidding","14":"tag-rtb"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/posts\/6297","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/comments?post=6297"}],"version-history":[{"count":101,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/posts\/6297\/revisions"}],"predecessor-version":[{"id":6594,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/posts\/6297\/revisions\/6594"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/media\/6595"}],"wp:attachment":[{"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/media?parent=6297"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/categories?post=6297"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/semhexagon.com\/es\/wp-json\/wp\/v2\/tags?post=6297"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}