{"id":3432,"date":"2021-07-29T16:52:36","date_gmt":"2021-07-29T14:52:36","guid":{"rendered":"http:\/\/wptest.nexum.cz\/real-time-bidding-vse-co-potrebujete-vedet\/"},"modified":"2021-07-29T16:52:36","modified_gmt":"2021-07-29T14:52:36","slug":"real-time-bidding-vse-co-potrebujete-vedet","status":"publish","type":"post","link":"https:\/\/www.webmium.cz\/blog\/real-time-bidding-vse-co-potrebujete-vedet\/","title":{"rendered":"Real time bidding &#8211; v\u0161e, co pot\u0159ebujete v\u011bd\u011bt"},"content":{"rendered":"<h3><strong>O Real Time Bidding<\/strong><\/h3>\n<p>Real Time Bidding je velice pe\u010dliv\u011b vymy\u0161len\u00fd <strong>zp\u016fsob prodeje reklamn\u00edho internetov\u00e9ho prostoru<\/strong> a\u00a0 n\u00e1sledn\u011b <strong>zobrazov\u00e1n\u00ed bannerov\u00e9 reklamy<\/strong>. A to prost\u0159ednictv\u00edm <strong>bleskov\u00e9 automatizovan\u00e9 aukce<\/strong> v re\u00e1ln\u00e9m \u010dase. Dalo by se \u0159\u00edci, \u017ee je to <strong>bannerov\u00e1 reklama o level v\u00fd\u0161e<\/strong>.<\/p>\n<h3><strong>Kdo a jak v RTB figuruje<\/strong><\/h3>\n<p>RTB m\u00e1 celkem 4 \u00fa\u010dastn\u00edky:<\/p>\n<ul>\n<li><strong>Vydavatel<\/strong> \u2013 to je spr\u00e1vce voln\u00e9 reklamn\u00ed plochy. Ten nab\u00eddne volnou impresi s vyvol\u00e1vac\u00ed cenou a pak jen \u010dek\u00e1 na nab\u00eddky.<\/li>\n<li><strong>Platforma SSP (Supply Side Platform)<\/strong> \u2013 aplikace, kter\u00e1 stoj\u00ed na stran\u011b nab\u00eddky.<\/li>\n<li><strong>Platforma DSP (Demand Side Platform)<\/strong> \u2013 aplikace, kter\u00e1 stoj\u00ed na stran\u011b popt\u00e1vky.<\/li>\n<li><strong>Inzerent<\/strong> \u2013 ten, kdo m\u00e1 z\u00e1jem a bojuje o nab\u00edzenou reklamn\u00ed plochu.<\/li>\n<\/ul>\n<h3><strong>A jak to cel\u00e9 funguje?<\/strong><\/h3>\n<p>Spr\u00e1vce neboli vydavatel nab\u00eddne <strong>voln\u00fd prostor do aukce<\/strong>. N\u00e1sledn\u011b pracuj\u00ed dv\u011b zmi\u0148ovan\u00e9 aplikace <strong>SSP <\/strong>a <strong>DSP<\/strong>, kter\u00e9 jsou pln\u011b automatizovan\u00e9 a vz\u00e1jemn\u011b spolu komunikuj\u00ed. A to d\u00edky <strong>nastaven\u00fdm parametr\u016fm<\/strong>.<\/p>\n<p>Nejprve DSP (m\u016f\u017eeme \u0159\u00edci \u201cpopt\u00e1vky\u201c), kter\u00e9 obsahuj\u00ed ve\u0161ker\u00e9 informace o reklamn\u00edm form\u00e1tu nebo webu. DSP vlastn\u011b zastupuje inzerenty. Zde se vytvo\u0159\u00ed kampan\u011b a ve\u0161ker\u00e9 jejich m\u011b\u0159\u00edtka \u2013 nap\u0159. komu chceme reklamu zobrazovat ( mu\u017ei 18-35 let nebo lid\u00e9 s konkr\u00e9tn\u00edmi z\u00e1jmy). Na z\u00e1klad\u011b odeslan\u00e9 nab\u00eddky od SSP se spust\u00ed aukce a <strong>DSP vybere v\u0161echny inzerenty<\/strong>, <strong>kte\u0159\u00ed maj\u00ed o nab\u00edzen\u00fd prostor z\u00e1jem<\/strong>.\u00a0 Tento \u201cseznam\u201c ode\u0161le kolegovi SSP.<\/p>\n<p>Te\u010f je pr\u00e1ce na platform\u011b SSP (nab\u00eddky). Ta <strong>vybere ze v\u0161ech do\u0161l\u00fdch nab\u00eddek ty, kter\u00e9 vyhovuj\u00ed krit\u00e9ri\u00edm a n\u00e1sledn\u011b tu s nejvy\u0161\u0161\u00ed nab\u00eddkou a tu tak\u00e9 zobraz\u00ed<\/strong>. P\u0159i t\u00e9 v\u0161\u00ed pr\u00e1ci je velice d\u016fle\u017eit\u00fdm faktorem \u010das. Tyto dv\u011b platformy spolu komunikuj\u00ed d\u00edky protokolu OpenRTB, kter\u00fd umo\u017e\u0148uje p\u0159ipojen\u00ed se do komplexn\u00edho syst\u00e9mu ka\u017ed\u00e9mu, kdo m\u00e1 co nab\u00eddnout. A\u0165 u\u017e je to reklamn\u00ed prostor, data nebo samotn\u00e1 reklama.<\/p>\n<p>Aby byla aukce \u00fa\u010dinn\u00e1, mus\u00ed prob\u011bhnout <strong>b\u011bhem des\u00edtek milisekund<\/strong>, a to b\u011bhem na\u010d\u00edt\u00e1n\u00ed str\u00e1nky. Je a\u017e neuv\u011b\u0159iteln\u00e9, co v\u0161echno mohou aplikace zvl\u00e1dnou b\u011bhem jednoho na\u0161eho mrknut\u00ed.<\/p>\n<figure class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width:290px\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"290px\">\n<div><img decoding=\"async\" alt=\"Webmium RTB\" src=\"https:\/\/uploads-ssl.webflow.com\/5767b4eb3a9c9e1015d06770\/5f1fd177c0fe7a730b357b1f_Kp_Z1Wcfl5MGFLPstYINH4s_gLE3h_qTUYSGmbOx5Uw-ctVpFhxlGf1o1gKaX9L-1KUtKMZ38xArvyCyntrq0m2F7wEhS781lHzQgt_sPkCXAJ4C4J_2-TeVKOl2oXq0Dkj_fR2-DCvgXPPCaw.png\"><\/div>\n<\/figure>\n<h3><strong>V \u010dem v\u00e1m bude RTB u\u017eite\u010dn\u00fd<\/strong><\/h3>\n<p>Hlavn\u00ed v\u00fdhoda je, \u017ee <strong>zac\u00edl\u00edte p\u0159esn\u011b tam, kam pot\u0159ebujete<\/strong>. Vy sami si vyberete, na koho chcete c\u00edlit. Mu\u017ei nebo \u017eeny. Sta\u0159\u00ed nebo mlad\u00ed. Se z\u00e1jmem o modely vl\u00e1\u010dk\u016f, o kosmetiku nebo nad\u0161ence do motorek. Tak\u00e9 na ty, kte\u0159\u00ed nav\u0161t\u00edvili V\u00e1\u0161 web. Pak zabodujete p\u0159\u00edmo tam, kde chcete.<\/p>\n<p>Pokud si chcete zajistit n\u00e1skok p\u0159ed sv\u00fdmi konkurenty a efektivn\u011b oslovit potenci\u00e1ln\u00edho z\u00e1kazn\u00edka, tak nev\u00e1hejte.<\/p>\n<p>Z\u00e1v\u011brem p\u00e1r zaj\u00edmavost\u00ed o RTB<\/p>\n<ul>\n<li>RTB vznikl v roce 2006 v Kalifornii v USA.<\/li>\n<li>V roce 2007 byla platforma pln\u011b spu\u0161t\u011bna.<\/li>\n<li>V \u010cR se RTB objevil v roce 2012.<\/li>\n<li>A od roku 2016 se princip RTB za\u010dal objevovat v ostatn\u00edch m\u00e9di\u00edch ( TV, r\u00e1dio\u2026).<\/li>\n<\/ul>\n<p>Chcete svou firmu zviditelnit pomoc\u00ed online reklamy nebo rovnou RTB? Pak nev\u00e1hejte a rovnou n\u00e1m napi\u0161te na e-mail <a href=\"http:\/\/info@webmium.cz\/\">info@webmium.cz<\/a> nebo vypl\u0148te formul\u00e1\u0159 na na\u0161\u00edch webov\u00fdch str\u00e1nk\u00e1ch <a href=\"https:\/\/webmium.cz\/kontakt\">webmium.cz\/kontakt<\/a> a my se V\u00e1m okam\u017eit\u011b ozveme.<\/p>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Obchodovali jste n\u011bkdy na burze s akciemi? Pokud ano, uvid\u00edte, \u017ee Real time bidding je n\u011bco velmi podobn\u00e9ho. Pokud ne, v\u0161e, co pot\u0159ebujete v\u011bd\u011bt, se dozv\u00edte v dne\u0161n\u00edm \u010dl\u00e1nku.<\/p>\n","protected":false},"author":6,"featured_media":2578,"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-3432","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-rady-a-novinky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Real time bidding - v\u0161e, co pot\u0159ebujete v\u011bd\u011bt<\/title>\n<meta name=\"description\" content=\"Obchodovali jste n\u011bkdy na burze s akciemi? Pokud ano, uvid\u00edte, \u017ee Real time bidding je n\u011bco velmi podobn\u00e9ho. Pokud ne, v\u0161e, co pot\u0159ebujete v\u011bd\u011bt, se dozv\u00edte v dne\u0161n\u00edm \u010dl\u00e1nku.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.webmium.cz\/blog\/real-time-bidding-vse-co-potrebujete-vedet\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Real time bidding - v\u0161e, co pot\u0159ebujete v\u011bd\u011bt\" \/>\n<meta property=\"og:description\" content=\"Obchodovali jste n\u011bkdy na burze s akciemi? Pokud ano, uvid\u00edte, \u017ee Real time bidding je n\u011bco velmi podobn\u00e9ho. Pokud ne, v\u0161e, co pot\u0159ebujete v\u011bd\u011bt, se dozv\u00edte v dne\u0161n\u00edm \u010dl\u00e1nku.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.webmium.cz\/blog\/real-time-bidding-vse-co-potrebujete-vedet\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Webmium.cz\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-29T14:52:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.webmium.cz\/blog\/wp-content\/uploads\/2023\/10\/5f1fd3539cd0573b5c20ff96_2020-07-28_09-26-31.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1128\" \/>\n\t<meta property=\"og:image:height\" content=\"467\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jana Bartlov\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Napsal(a)\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jana Bartlov\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Odhadovan\u00e1 doba \u010dten\u00ed\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minuty\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/\"},\"author\":{\"name\":\"Jana Bartlov\u00e1\",\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/#\\\/schema\\\/person\\\/481eb938694f735a0cf1cf9799334d59\"},\"headline\":\"Real time bidding &#8211; v\u0161e, co pot\u0159ebujete v\u011bd\u011bt\",\"datePublished\":\"2021-07-29T14:52:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/\"},\"wordCount\":577,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/5f1fd3539cd0573b5c20ff96_2020-07-28_09-26-31.png\",\"articleSection\":[\"tipy-rady-a-novinky\"],\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/\",\"url\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/\",\"name\":\"Real time bidding - v\u0161e, co pot\u0159ebujete v\u011bd\u011bt\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/real-time-bidding-vse-co-potrebujete-vedet\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.webmium.cz\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/5f1fd3539cd0573b5c20ff96_2020-07-28_09-26-31.png\",\"datePublished\":\"2021-07-29T14:52:36+00:00\",\"description\":\"Obchodovali jste n\u011bkdy na burze s akciemi? 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