{"id":58663,"date":"2022-03-09T12:11:22","date_gmt":"2022-03-09T11:11:22","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=58663"},"modified":"2023-03-01T13:15:42","modified_gmt":"2023-03-01T12:15:42","slug":"que-es-publicitat-programatica","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/","title":{"rendered":"Qu\u00e8 \u00e9s la publicitat program\u00e0tica i com treure&#8217;n profit"},"content":{"rendered":"<p><span data-contrast=\"auto\">El m\u00f3n de la publicitat digital evoluciona a passos agegantats i segurament ja ho haur\u00e0s notat. Avui dia ja no rebem un \u00fanic anunci d&#8217;un producte o servei concret, sin\u00f3 que <\/span><b><span data-contrast=\"auto\">rebem impactes del mateix en formats i versions diferents segons els nostres gustos, interessos i h\u00e0bits a la Xarxa<\/span><\/b><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Que_es_la_publicitat_programatica\" >Qu\u00e8 \u00e9s la publicitat program\u00e0tica?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Com_funciona_la_publicitat_programatica\" >Com funciona la publicitat program\u00e0tica?\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Tipus_de_publicitat_programatica\" >Tipus de publicitat program\u00e0tica\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Publicitat_programatica_i_Big_Data\" >Publicitat program\u00e0tica i Big Data\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Avantatges_de_la_publicitat_programatica\" >Avantatges de la publicitat program\u00e0tica\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Segmentacio_daudiencia\" >Segmentaci\u00f3 d&#8217;audi\u00e8ncia\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Publicitat_agil_i_automatitzada\" >Publicitat \u00e0gil i automatitzada\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/#Major_conversio_en_vendes\" >Major conversi\u00f3 en vendes\u00a0<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><b><span data-contrast=\"auto\">La publicitat program\u00e0tica ha arribat per quedar-se<\/span><\/b><span data-contrast=\"auto\">, per\u00f2 saps realment qu\u00e8 \u00e9s i com pots implementar-la en la teva estrat\u00e8gia de m\u00e0rqueting digital?<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">En el seg\u00fcent article, t\u2019expliquem la seva evoluci\u00f3, funcions i avantatges perqu\u00e8 aconsegueixis optimitzar les teves campanyes digitals i arribis al teu p\u00fablic objectiu.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image4-1.png\" sizes=\"(max-width: 750px) 100vw, 750px\" srcset=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image4-1.png 750w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image4-1-300x120.png 300w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image4-1-80x32.png 80w\" alt=\"\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_la_publicitat_programatica\"><\/span><span class=\"TextRun SCXW151332841 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW151332841 BCX0\" data-ccp-parastyle=\"heading 2\">Qu\u00e8 \u00e9s la publicitat program\u00e0tica?<\/span><\/span><span class=\"EOP SCXW151332841 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"TextRun SCXW185773933 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185773933 BCX0\">La publicitat program\u00e0tica (<\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185773933 BCX0\">programmatic<\/span> <span class=\"NormalTextRun SpellingErrorV2Themed SCXW185773933 BCX0\">advertising<\/span><span class=\"NormalTextRun SCXW185773933 BCX0\">), tamb\u00e9 coneguda com a compra program\u00e0tica, \u00e9s un <\/span><\/span><strong><span class=\"TextRun SCXW185773933 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185773933 BCX0\">model de compra de publicitat online que permet adquirir espais publicitaris a Internet de forma autom\u00e0tica <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW185773933 BCX0\">ganesa<\/span><span class=\"NormalTextRun SCXW185773933 BCX0\"> la intel\u00b7lig\u00e8ncia artificial<\/span><\/span><\/strong><span class=\"TextRun SCXW185773933 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW185773933 BCX0\"><strong>.<\/strong> \u00c9s un dels models m\u00e9s estesos i amb m\u00e9s r\u00e0tio d&#8217;optimitzaci\u00f3 gr\u00e0cies a la implementaci\u00f3 d&#8217;algoritmes.\u00a0<\/span><\/span><span class=\"EOP SCXW185773933 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image1.png\" sizes=\"(max-width: 750px) 100vw, 750px\" srcset=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image1.png 750w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image1-300x120.png 300w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image1-80x32.png 80w\" alt=\"\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Com_funciona_la_publicitat_programatica\"><\/span><span class=\"TextRun SCXW58609504 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW58609504 BCX0\" data-ccp-parastyle=\"heading 2\">Com funciona la publicitat program\u00e0tica?<\/span><\/span><span class=\"EOP SCXW58609504 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"auto\">El funcionament d&#8217; aquest tipus de publicitat es basa en un <\/span><b><span data-contrast=\"auto\">proc\u00e9s de compra i venda d&#8217; espais publicitaris<\/span><\/b><span data-contrast=\"auto\"> per\u00f2, a difer\u00e8ncia dels models m\u00e9s tradicionals, en aquest cas <\/span><b><span data-contrast=\"auto\">els anunciants compren pels impactes dels seus anuncis al seu target<\/span><\/b><span data-contrast=\"auto\">. \u00c9s a dir, les marques paguen per comprar audi\u00e8ncies <\/span><b><span data-contrast=\"auto\">i nom\u00e9sa aquelles persones que tinguin un inter\u00e8s real a<\/span><\/b><span data-contrast=\"auto\"> rebre aquest impacte. Ja no es compren suports o espais publicitaris en els quals apar\u00e8ixer.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Aix\u00ed doncs, per poder <\/span><b><span data-contrast=\"auto\">acotar i identificar aquests usuaris aquest tipus de publicitat digital utilitza uns\u00e0pic d&#8217;algoritmes<\/span><\/b><span data-contrast=\"auto\"> amb els quals recopila informaci\u00f3 gr\u00e0cies a les cookies, que recopilen entre altres dades els seus interessos, gustos, horaris de prefer\u00e8ncia per navegar, el tipus de dispositiu utilitzat, edat, el g\u00e8nere i la ubicaci\u00f3.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tipus_de_publicitat_programatica\"><\/span><span class=\"TextRun SCXW169101238 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW169101238 BCX0\" data-ccp-parastyle=\"heading 3\">Tipus de publicitat program\u00e0tica<\/span><\/span><span class=\"EOP SCXW169101238 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">La publicitat program\u00e0tica ofereix dos models de gesti\u00f3:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\"> La program\u00e0tica directa<\/span><\/b><span data-contrast=\"auto\">. Permet un major control de les campanyes ja que amb aquest model es contracta la publicitat de forma directa a trav\u00e9s d&#8217; una plataforma amb un sol mitj\u00e0 o suport.\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Real Time Bidding (RTB) o Temps Real. <\/span><\/b><span data-contrast=\"auto\">En aquest cas, s&#8217;ofereix la impressi\u00f3 a tots els compradors alhora. El RTB \u00e9s un sistema de subhasta o puja que permet limitar les impressions dels anuncis per optimitzar els recursos (ROI). Es realitza en plataformes especialitzades en les quals els anunciants estableixen un preu i autom\u00e0ticament a l&#8217;instant la plataforma escull el preu m\u00e9s alt establert. D&#8217;aquesta manera, els anunciants aconsegueixen generar un major impacte mostrant el seu anunci en el moment prec\u00eds.\u00a0<\/span><\/li>\n<\/ol>\n<p><b><span data-contrast=\"auto\">Et pot interessar: <\/span><\/b><a href=\"https:\/\/blog.euncet.es\/que-es-rtb-manager\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">RTB Manager: Un dels perfils m\u00e9s demandats en M\u00e0rqueting Digital<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A m\u00e9s de con\u00e8ixer aquests models, \u00e9s important no confondre la publicitat program\u00e0tica amb Google Display Network. Aquest \u00faltim \u00e9s l&#8217;inventari de tots els espais publicitaris de les webs i mitjans de Google i inclou Google Ad Exchange i Goode Ad Sense. En canvi, la publicitat program\u00e0tica permet connectar-se a tots els inventaris existents: espais publicitaris de Google, Microsoft&#8230;<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image5-1.png\" sizes=\"(max-width: 750px) 100vw, 750px\" srcset=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image5-1.png 750w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image5-1-300x120.png 300w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image5-1-80x32.png 80w\" alt=\"\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Publicitat_programatica_i_Big_Data\"><\/span><span class=\"TextRun SCXW217167915 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW217167915 BCX0\" data-ccp-parastyle=\"heading 2\">Publicitat program\u00e0tica i Big Data<\/span><\/span><span class=\"EOP SCXW217167915 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span data-contrast=\"auto\">Tal com hem pogut veure, <\/span><b><span data-contrast=\"auto\">la venda automatitzada d&#8217;espais publicitaris est\u00e0 estretament unida al Big Data.<\/span><\/b><span data-contrast=\"auto\">\u00a0 Gr\u00e0ciesal recull de grans quantitats d&#8217;informaci\u00f3 els anunciants poden triar quins anuncis i com es mostren, limitar les hores del dia i la seva freq\u00fc\u00e8ncia.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Gr\u00e0cies a les cookies es pot fer un seguiment del comportament dels usuaris i pitjoraix\u00ed els anuncis<\/span><\/b><span data-contrast=\"auto\"> segons les seves prefer\u00e8ncies i comportaments de navegaci\u00f3.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Dins d&#8217; aquest model de gesti\u00f3 publicit\u00e0ria digital trobem <strong>plataformes que serveixen d&#8217; intermedi\u00e0ries entre els compradors de mitjans i els venedors d&#8217; espais:<\/strong><\/span><strong>\u00a0<\/strong><\/p>\n<ul>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Ad Exchanges o Marketplaces. <\/span><\/b><span data-contrast=\"auto\">S\u00f3n les plataformes en les quals s&#8217; encara l&#8217; oferta i la demanda mitjan\u00e7ant les subhastes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Sell Side Platforms (SSP). <\/span><\/b><span data-contrast=\"auto\">Aquestes plataformes permeten als editors gestionar el seu inventari d&#8217;anuncis i maximitzar l&#8217;ingr\u00e9s en mitjans digitals.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Demand Side Platforms (DSP). <\/span><\/b><span data-contrast=\"auto\">A trav\u00e9s del Big Data permet automatitzar la compra d&#8217;inventaris display, v\u00eddeo, m\u00f2bil i search, optimitzant aix\u00ed el preu.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Trading Desk.\u00a0<\/span><\/b><span data-contrast=\"auto\"> S\u00f3n els professionals especialistes que gestionen i optimitzen les campanyes d&#8217; anuncis program\u00e0tics.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"%1.\" data-font=\"Calibri\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Data Partners. <\/span><\/b><span data-contrast=\"auto\">S\u00f3n empreses encarregades de recopilar dades que despr\u00e9s venen als anunciants perqu\u00e8 optimitzin l&#8217;impacte de les seves campanyes de m\u00e0rqueting digital.\u00a0<\/span><\/li>\n<\/ul>\n<p><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\"><strong>Et pot interessar:<\/strong> <\/span><\/span><\/span><a href=\"https:\/\/blog.euncet.com\/hagakure-google-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">Noves estrat\u00e8gies de <\/span><\/span><\/span><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">Smart<\/span><\/span><\/span> <span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">Bidding<\/span><\/span><\/span><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\"> a <\/span><\/span><\/span><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">Ads<\/span><\/span><\/span><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">: qu\u00e8 \u00e9s <\/span><\/span><\/span><span class=\"TrackChangeTextInsertion TrackedChange SCXW111731550 BCX0\"><span class=\"TextRun SCXW111731550 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW111731550 BCX0\">Hagakure<\/span><\/span><\/span><span class=\"EOP TrackedChange SCXW111731550 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image3-1.png\" sizes=\"(max-width: 750px) 100vw, 750px\" srcset=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image3-1.png 750w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image3-1-300x120.png 300w, https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/02\/image3-1-80x32.png 80w\" alt=\"\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Avantatges_de_la_publicitat_programatica\"><\/span><span class=\"TextRun SCXW57668522 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW57668522 BCX0\" data-ccp-parastyle=\"heading 2\">Avantatges de la publicitat program\u00e0tica<\/span><\/span><span class=\"EOP SCXW57668522 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:120,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"TextRun Highlight SCXW244615591 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244615591 BCX0\">Segons dades <\/span><\/span><a class=\"Hyperlink SCXW244615591 BCX0\" href=\"https:\/\/www.emarketer.com\/content\/insider-intelligence-digital-advertising-trends-watch-2022\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Highlight SCXW244615591 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244615591 BCX0\">d&#8217;eMarketer<\/span><\/span><\/a><span class=\"TextRun Highlight SCXW244615591 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244615591 BCX0\">,<\/span><\/span><strong><span class=\"TextRun Highlight SCXW244615591 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244615591 BCX0\"> s&#8217;estima que la publicitat program\u00e0tica <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW244615591 BCX0\">vasuposar<\/span><span class=\"NormalTextRun SCXW244615591 BCX0\"> el 86,5% de la inversi\u00f3 publicit\u00e0ria total el 2022<\/span><\/span><\/strong><span class=\"TextRun Highlight SCXW244615591 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW244615591 BCX0\"> i \u00e9s que s\u00f3n molts els beneficis que reporta aquest model d&#8217;anuncis digitals:<\/span><\/span><span class=\"EOP SCXW244615591 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Segmentacio_daudiencia\"><\/span><span class=\"TextRun SCXW200126175 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW200126175 BCX0\" data-ccp-parastyle=\"heading 3\">Segmentaci\u00f3 d&#8217;audi\u00e8ncia<\/span><\/span><span class=\"EOP SCXW200126175 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span data-contrast=\"auto\">Gr\u00e0cies a la implementaci\u00f3 del Big Data, <\/span><b><span data-contrast=\"auto\">la publicitat program\u00e0tica permet una hiper personalitzaci\u00f3<\/span><\/b><span data-contrast=\"auto\"> dels anuncis. Aix\u00ed doncs, les segmentacions s\u00f3n molt m\u00e9s precises que amb els models tradicionals.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><b><span data-contrast=\"auto\">Et pot interessar:<\/span><\/b><a href=\"https:\/\/blog.euncet.es\/marketing-emocional-ejemplos\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\"> M\u00e0rqueting emocional: exemples de campanyes exitoses<\/span><\/a><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Publicitat_agil_i_automatitzada\"><\/span><span class=\"TextRun SCXW162010581 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW162010581 BCX0\" data-ccp-parastyle=\"heading 3\">Publicitat \u00e0gil i automatitzada<\/span><\/span><span class=\"EOP SCXW162010581 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong><span class=\"TextRun SCXW89736389 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW89736389 BCX0\">Qualsevol anunciant pot connectar-se a plataformes especialitzades<\/span><\/span><\/strong><span class=\"TextRun SCXW89736389 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW89736389 BCX0\"> i realitzar la compra d&#8217;anuncis, ja que en elles es reuneixen els diferents agents que intervenen com s\u00f3n els <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW89736389 BCX0\">anuncientes<\/span><span class=\"NormalTextRun SCXW89736389 BCX0\">, <\/span><span class=\"NormalTextRun SpellingErrorV2Themed SCXW89736389 BCX0\">adserver<\/span><span class=\"NormalTextRun SCXW89736389 BCX0\">, plataformes i mitjans.\u00a0<\/span><\/span><span class=\"EOP SCXW89736389 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Major_conversio_en_vendes\"><\/span><span class=\"TextRun SCXW218290807 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW218290807 BCX0\" data-ccp-parastyle=\"heading 3\">Major conversi\u00f3 en vendes<\/span><\/span><span class=\"EOP SCXW218290807 BCX0\" data-ccp-props=\"{&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335559738&quot;:320,&quot;335559739&quot;:80,&quot;335559740&quot;:276}\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span class=\"TextRun SCXW211560998 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW211560998 BCX0\">Gr\u00e0cies a la segmentaci\u00f3 dels usuaris les r\u00e0tios de conversi\u00f3 (ROI) s\u00f3n molt m\u00e9s \u00f2ptimes. El<\/span><\/span><span class=\"TextRun SCXW211560998 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW211560998 BCX0\"><strong> tr\u00e0nsit \u00e9s de m\u00e9s qualitat, per la qual cosa es redueix el seu rebuig i millora la seva experi\u00e8ncia <\/strong><\/span><strong><span class=\"NormalTextRun SCXW211560998 BCX0\">d&#8217;usuari<\/span><span class=\"NormalTextRun SCXW211560998 BCX0\">.\u00a0<\/span><\/strong><\/span><strong><span class=\"EOP SCXW211560998 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/strong><\/p>\n<p><a href=\"https:\/\/www.euncet.com\/ca\/executive-education\/master-direccio-comercial-i-marqueting\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-58667 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2023\/03\/MDCM.gif\" alt=\"\" width=\"755\" height=\"241\" \/><\/a><\/p>\n<p><span class=\"TextRun SCXW79988089 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW79988089 BCX0\">Apr\u00e8n m\u00e9s sobre m\u00e0rqueting digital i altres formes d&#8217;arribar al teu p\u00fablic objectiu amb <\/span><\/span><a class=\"Hyperlink SCXW79988089 BCX0\" href=\"https:\/\/www.euncet.com\/ca\/executive-education\/master-direccio-comercial-i-marqueting\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"TextRun Underlined SCXW79988089 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW79988089 BCX0\">l&#8217;Executive<\/span><span class=\"NormalTextRun SCXW79988089 BCX0\"> M\u00e0ster en Gesti\u00f3 Comercial i Vendes <\/span><span class=\"NormalTextRun SCXW79988089 BCX0\">de l&#8217;Euncet<\/span><span class=\"NormalTextRun SCXW79988089 BCX0\"> Business <\/span><span class=\"NormalTextRun SCXW79988089 BCX0\">School<\/span><\/span><\/a><span class=\"TextRun SCXW79988089 BCX0\" lang=\"CA\" xml:lang=\"CA\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW79988089 BCX0\">.\u00a0<\/span><\/span><span class=\"EOP TrackedChange SCXW79988089 BCX0\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El m\u00f3n de la publicitat digital evoluciona a passos agegantats i segurament ja ho haur\u00e0s notat. Avui dia ja no rebem un \u00fanic anunci d&#8217;un producte o servei concret, sin\u00f3 que rebem impactes del mateix en formats i versions diferents segons els nostres gustos, interessos i h\u00e0bits a la Xarxa.\u00a0\u00a0 La publicitat program\u00e0tica ha arribat [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":52131,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-58663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e8 \u00e9s la publicitat program\u00e0tica? Coneix els seus avantatges | Blog Euncet<\/title>\n<meta name=\"description\" content=\"\u2714La publicitat program\u00e0tica impacta usuaris afins, en el moment just. En aquest post, t&#039;expliquem qu\u00e8 \u00e9s la publicitat program\u00e0tica i els seus avantatges.\" \/>\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.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu\u00e8 \u00e9s la publicitat program\u00e0tica? Coneix els seus avantatges | Blog Euncet\" \/>\n<meta property=\"og:description\" content=\"\u2714La publicitat program\u00e0tica impacta usuaris afins, en el moment just. En aquest post, t&#039;expliquem qu\u00e8 \u00e9s la publicitat program\u00e0tica i els seus avantatges.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-publicitat-programatica\/\" \/>\n<meta property=\"og:site_name\" content=\"Euncet Business School\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/euncet\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-09T11:11:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-01T12:15:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2022\/02\/image6-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"560\" \/>\n\t<meta property=\"og:image:height\" content=\"416\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"euncet\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@euncet\" \/>\n<meta name=\"twitter:site\" content=\"@euncet\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"euncet\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/\"},\"author\":{\"name\":\"euncet\",\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/#\\\/schema\\\/person\\\/8253e592273eb1f7a48788902ca03268\"},\"headline\":\"Qu\u00e8 \u00e9s la publicitat program\u00e0tica i com treure&#8217;n profit\",\"datePublished\":\"2022-03-09T11:11:22+00:00\",\"dateModified\":\"2023-03-01T12:15:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/\"},\"wordCount\":982,\"image\":{\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/image6-1.png\",\"articleSection\":[\"M\u00e0rqueting, Comunicaci\u00f3 i Vendes\"],\"inLanguage\":\"ca\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/\",\"url\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-publicitat-programatica\\\/\",\"name\":\"Qu\u00e8 \u00e9s la publicitat program\u00e0tica? 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