{"id":3431,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/real-time-bidding-nakup-a-prodej-reklamy-budoucnosti\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"real-time-bidding-nakup-a-prodej-reklamy-budoucnosti","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/real-time-bidding-nakup-a-prodej-reklamy-budoucnosti\/","title":{"rendered":"Real-time bidding, n\u00e1kup a prodej reklamy budoucnosti"},"content":{"rendered":"

Real-time bidding je automatizovan\u00fd auk\u010dn\u00ed model, kter\u00fd slou\u017e\u00ed k n\u00e1kupu a prodeji programatick\u00e9 reklamy<\/strong>. Jak jeho n\u00e1zev nazna\u010duje, n\u00e1kup jednotliv\u00fdch impres\u00ed prob\u00edh\u00e1 v re\u00e1ln\u00e9m \u010dase<\/strong>. RTB aukce prob\u00edh\u00e1 n\u00e1sleduj\u00edc\u00edm zp\u016fsobem: Na jedn\u00e9 stran\u011b p\u0159ich\u00e1z\u00ed Publisher (vydavatel) s nab\u00eddkou reklamn\u00edho prostoru a na druh\u00e9 stran\u011b inzerent, kter\u00fd hodl\u00e1 dan\u00fd prostor nakoupit pro \u00fa\u010dely um\u00edst\u011bn\u00ed sv\u00e9 reklamy. Tato aukce prob\u00edh\u00e1 v re\u00e1ln\u00e9m \u010dase \u2013 inzerent ji\u017e nevyjedn\u00e1v\u00e1 p\u0159\u00edmo s vydavatelem o cen\u011b za ur\u010dit\u00fd po\u010det impres\u00ed, kter\u00e9 jeho reklama obdr\u017e\u00ed. Cenu v tomto p\u0159\u00edpad\u011b stanovuje trh a o z\u00e1jmech inzerent\u016f um\u00edstit svou reklamu pr\u00e1v\u011b na danou dom\u00e9nu<\/strong>. S RTB se neodlu\u010diteln\u011b poj\u00ed pojmy, kter\u00e9 je t\u0159eba rozeznat, a sice Demand side platforms (DSP) a Supply side platforms (SSP). DSP jsou n\u00e1stroje, pomoc\u00ed kter\u00fdch inzerenti nakupuj\u00ed reklamn\u00ed prostor<\/strong>. U n\u00e1s nalezneme zejm\u00e9na Adform, DoubleClick bid manager od Google \u010di Etarget. SSP jsou naopak n\u00e1stroje, kter\u00e9 slou\u017e\u00ed m\u00e9di\u00edm k nab\u00eddce reklamn\u00edho prostoru<\/strong>.<\/p>\n

Proces n\u00e1kupu reklamy<\/h2>\n

1. N\u00e1v\u0161t\u011bvn\u00edk p\u0159ich\u00e1z\u00ed na webovou str\u00e1nku<\/p>\n

2. SSP odes\u00edl\u00e1 informaci o dan\u00e9 webov\u00e9 str\u00e1nce, dostupn\u00fdch reklamn\u00edch pozic\u00edch, a p\u0159edev\u0161\u00edm o u\u017eivateli samotn\u00e9m<\/p>\n

3. Informace jsou zpracov\u00e1ny a na nab\u00eddku reaguj\u00ed DSP, kter\u00e9 dle nastaven\u00fdch krit\u00e9ri\u00ed a c\u00edlen\u00ed kampan\u011b a informac\u00ed o u\u017eivateli p\u0159ihazuj\u00ed v re\u00e1ln\u00e9m \u010dase<\/p>\n

4. SSP vypo\u010d\u00edt\u00e1 v\u00edt\u011bze aukce a na\u00fa\u010dtuje mu o 0,01 \u20ac vy\u0161\u0161\u00ed nab\u00eddku, ne\u017e je v\u00fd\u0161e druh\u00e9 nejvy\u0161\u0161\u00ed nab\u00eddky \u2013 jde o tzv. second-best price auction<\/p>\n

5. Imprese je prod\u00e1na inzerentovi s v\u00edt\u011bznou nab\u00eddkou<\/p>\n

6. Celkov\u00e1 cena se ud\u00e1v\u00e1 v cen\u011b za tis\u00edc impres\u00ed, tedy CPM<\/p>\n

Jak\u00e9 jsou v\u00fdhody RTB?<\/h2>\n

– Vyu\u017eit\u00ed RTB, nam\u00edsto p\u0159\u00edm\u00e9ho n\u00e1kupu reklamy od vydavatele, m\u00e1 n\u011bkolik v\u00fdhod<\/p>\n

– Pokud v pr\u016fb\u011bhu kampan\u011b vid\u00edme, \u017ee dan\u00e1 kreativa \u010di dom\u00e9na nep\u0159in\u00e1\u0161\u00ed \u017e\u00e1dn\u00e9 v\u00fdsledky, m\u016f\u017eeme kreativu jednodu\u0161e vym\u011bnit \u010di na dan\u00e9 dom\u00e9n\u011b v\u016fbec neinzerovat<\/strong>. Toto by po uzav\u0159en\u00ed smlouvy pro p\u0159\u00edm\u00fd n\u00e1kup s vydavatelem mohl b\u00fdt tvrd\u00fd o\u0159\u00ed\u0161ek <\/p>\n

– Vyu\u017eit\u00edm RTB m\u00e1me mo\u017enost c\u00edlen\u00ed na demografick\u00e9, psychografick\u00e9 \u010di behavior\u00e1ln\u00ed vlastnosti dan\u00e9ho n\u00e1v\u0161t\u011bvn\u00edka<\/strong> \u2013 p\u0159i p\u0159\u00edm\u00e9m n\u00e1kupu se tedy nelimitujete pouze na jednu webovou str\u00e1nku s prakticky \u017e\u00e1dn\u00fdmi mo\u017enostmi dal\u0161\u00edho c\u00edlen\u00ed. Z kontextov\u00e9ho zobrazov\u00e1n\u00ed reklamy se tedy dost\u00e1v\u00e1me k zobrazov\u00e1n\u00ed reklam u\u017eivatel\u016fm na z\u00e1klad\u011b toho, jak se na internetu chovaj\u00ed \u2013 ji\u017e dlouho nen\u00ed p\u0159ekvapuj\u00edc\u00ed, \u017ee se reklama na n\u00e1hradn\u00ed d\u00edly offroad voz\u016f objev\u00ed u \u010dl\u00e1nku o horoskopech<\/p>\n

– Omezen\u00ed frekvence zobrazov\u00e1n\u00ed jednomu u\u017eivateli<\/strong>, d\u00edky tomu, \u017ee u\u017eivatel\u00e9 webu jsou identifikov\u00e1n\u00ed pomoc\u00ed cookies \u2013 hrav\u011b tedy zabr\u00e1n\u00edme znechucen\u00ed u\u017eivatele t\u00edm, \u017ee mu nebudeme ukazovat tu samou kreativu po\u0159\u00e1d dokola<\/p>\n

– Redukce \u201ereklamn\u00edho odpadu\u201c<\/strong> \u2013 d\u00edky komplexn\u011bj\u0161\u00edm mo\u017enostem c\u00edlen\u00ed se p\u0159ibli\u017eujeme p\u0159inejmen\u0161\u00edm z pohledu inzerent\u016f ide\u00e1ln\u00edmu stavu, kdy jednotliv\u00e1 sd\u011blen\u00ed oslovuj\u00ed pouze relevantn\u00ed u\u017eivatele a nedoch\u00e1z\u00ed tedy k ignorov\u00e1n\u00ed kreativy u\u017eivatelem pouze proto, \u017ee neinzeruje v\u011bc, o kterou by dan\u00fd u\u017eivatel m\u011bl z\u00e1jem. <\/p>\n

– Na z\u00e1v\u011br d\u00edky pr\u016fb\u011bhu a v\u00fdsledk\u016fm kampan\u011b m\u016f\u017eeme objevit nov\u00e9 souvislosti, kter\u00e9 pot\u00e9 vyu\u017eijeme v ostatn\u00edch komunika\u010dn\u00edch kan\u00e1lech<\/strong>, jako jsou mailing \u010di soci\u00e1ln\u00ed s\u00edt\u011b \u2013 RTB kampa\u0148 n\u00e1m tedy m\u016f\u017ee o na\u0161ich potenci\u00e1ln\u00edch z\u00e1kazn\u00edc\u00edch prozradit hodnotn\u00e9 informace, kter\u00e9 m\u016f\u017eeme vyu\u017e\u00edt k dal\u0161\u00edmu r\u016fstu.<\/p>\n

RTB je form\u00e1t, kter\u00e9mu je pro dal\u0161\u00ed v\u00fdvoj online inzerce p\u0159isuzov\u00e1n v\u011bt\u0161\u00ed a v\u011bt\u0161\u00ed potenci\u00e1l. Jeho nyn\u011bj\u0161\u00ed pod\u00edl na celkov\u00e9 display reklam\u011b \u010din\u00ed 11%, av\u0161ak v porovn\u00e1n\u00ed s rokem 2017, zaznamenal v roce 2018 \u00a054% n\u00e1rust investic, co\u017e ukazuje, \u017ee potenci\u00e1l programatick\u00e9 RTB reklamy se op\u00edr\u00e1 o re\u00e1ln\u00e1 data. V\u0161ichni, kte\u0159\u00ed m\u00e1me co do\u010din\u011bn\u00ed s (online) marketingem, bychom se tedy m\u011bli dr\u017eet na pozoru, aby n\u00e1m neujel vlak.<\/p>\n

\u200d<\/p>\n

\u200d<\/p>\n

\u200d<\/p>\n","protected":false},"excerpt":{"rendered":"

Real-time bidding je auk\u010dn\u00ed model n\u00e1kupu a prodeje programatick\u00e9 reklamy v re\u00e1ln\u00e9m \u010dase. Jak funguje a jak\u00e9 jsou v\u00fdhody?<\/p>\n","protected":false},"author":1,"featured_media":2576,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"\nReal-time bidding, n\u00e1kup a prodej reklamy budoucnosti<\/title>\n<meta name=\"description\" content=\"Real-time bidding je auk\u010dn\u00ed model n\u00e1kupu a prodeje programatick\u00e9 reklamy v re\u00e1ln\u00e9m \u010dase. 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