{"id":62942,"date":"2021-12-20T12:51:10","date_gmt":"2021-12-20T11:51:10","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=62942"},"modified":"2024-04-05T12:54:38","modified_gmt":"2024-04-05T10:54:38","slug":"rtb-manager-un-dels-perfils-mes-demandats-en-marqueting-digital","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/rtb-manager-un-dels-perfils-mes-demandats-en-marqueting-digital\/","title":{"rendered":"RTB Manager: Un dels perfils m\u00e9s demandats en M\u00e0rqueting Digital"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"62942\" class=\"elementor elementor-62942 elementor-51421\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ba32fbd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6ba32fbd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4670663a\" data-id=\"4670663a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-699fc108 elementor-widget elementor-widget-text-editor\" data-id=\"699fc108\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">En el <\/span><b>mundo del marketing<\/b><span style=\"font-weight: 400;\"> no paran de aparecer nuevos puestos profesionales seg\u00fan las necesidades que demanda el sector y el ecosistema digital. Claro ejemplo de ello lo encontramos con el RTB Manager, uno de los perfiles profesionales m\u00e1s demandados en la actualidad y pieza clave en la <\/span><b>captaci\u00f3n program\u00e1tica<\/b><span style=\"font-weight: 400;\">. Ahora bien, \u00bfsabes realmente qui\u00e9n es el RTB Manager y cu\u00e1les son sus funciones?\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\/rtb-manager-un-dels-perfils-mes-demandats-en-marqueting-digital\/#%C2%BFQue_es_el_RTB\" >\u00bfQu\u00e9 es el RTB?<\/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\/rtb-manager-un-dels-perfils-mes-demandats-en-marqueting-digital\/#%C2%BFCuales_son_las_ventajas_y_desventajas_del_RTB\" >\u00bfCu\u00e1les son las ventajas y desventajas del RTB?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/rtb-manager-un-dels-perfils-mes-demandats-en-marqueting-digital\/#%C2%BFQue_funciones_tiene_el_RTB_Manager\" >\u00bfQu\u00e9 funciones tiene el RTB Manager?<\/a><\/li><\/ul><\/nav><\/div>\n<p><b>Te puede interesar:<\/b> <a href=\"http:\/\/devmarketersgroup.es\/euncet\/profesiones-del-futuro\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Las profesiones del futuro \u00bfCu\u00e1l es la tuya?<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">En el siguiente art\u00edculo te contamos en qu\u00e9 consiste este trabajo y qu\u00e9 lo hace tan importante en cualquier empresa que quiera publicitarse en la Red.\u00a0<\/span><\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-51434 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/05\/Que-es-el-RTB.png\" alt=\"\" width=\"700\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-es-el-RTB.png 700w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-es-el-RTB-300x129.png 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-es-el-RTB-80x34.png 80w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_RTB\"><\/span>\u00bfQu\u00e9 es el RTB?<span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">Para poder entender la importancia de este perfil profesional es necesario saber a qu\u00e9 hace referencia el RTB. El <\/span><b>Real Time Bidding<\/b><span style=\"font-weight: 400;\"> (RTB) es un concepto englobado dentro de la publicidad program\u00e1tica. \u00bfQu\u00e9 quiere decir esto? Forma parte de esta tecnolog\u00eda en plataformas publicitarias digitales que sirve para configurar par\u00e1metros y conseguir as\u00ed filtros y segmentaciones con las que crear campa\u00f1as de pago online m\u00e1s eficientes.\u00a0<\/span><\/p><p><b>Te puede interesar: <\/b><a href=\"http:\/\/devmarketersgroup.es\/euncet\/conocer-nuestros-clientes-para-propuestas-valor-efectivas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Conociendo a tu cliente. C\u00f3mo pasar del yo pienso al yo s\u00e9<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">As\u00ed pues, el RTB es un m\u00e9todo basado en la venta por impresi\u00f3n (cada vez que un usuario ve un anuncio) a trav\u00e9s de subastas. En \u00e9l participan dos figuras: el promotor y el anunciante. Los promotores son los propietarios de los espacios publicitarios, mientras que los anunciantes son quienes los compran negociando los precios para visibilizar sus promociones o marcas.\u00a0<\/span><\/p><p><b>Te puede interesar: <\/b><a href=\"http:\/\/devmarketersgroup.es\/euncet\/objetivos-smart\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">La importancia de objetivos SMART en un plan de marketing<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">El potencial de estos mecanismos de compra y venta de espacios publicitarios digitales es que gracias a su sofisticada segmentaci\u00f3n de p\u00fablicos permite a los anunciantes maximizar el <\/span><b>rendimiento de la inversi\u00f3n publicitaria<\/b><span style=\"font-weight: 400;\"> y hacer un <\/span><b>seguimiento de las campa\u00f1as<\/b><b>. <\/b><span style=\"font-weight: 400;\">Tanto vendedores de medios como compradores deben entender 3 factores: el precio de oferta, el precio de compra y el l\u00edmite de frecuencia.\u00a0<\/span><\/p><p><img decoding=\"async\" class=\"alignnone wp-image-51428 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/05\/Cuales-son-las-ventajas-y-desventajas-del-RTB.png\" alt=\"\" width=\"700\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Cuales-son-las-ventajas-y-desventajas-del-RTB.png 700w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Cuales-son-las-ventajas-y-desventajas-del-RTB-300x129.png 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Cuales-son-las-ventajas-y-desventajas-del-RTB-80x34.png 80w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h2><span class=\"ez-toc-section\" id=\"%C2%BFCuales_son_las_ventajas_y_desventajas_del_RTB\"><\/span>\u00bfCu\u00e1les son las ventajas y desventajas del RTB?<span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">El RTB es un modelo de publicidad basado en pujas a partir de subastas a tiempo real, entre sus principales ventajas destaca:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Utiliza el potencial del Big Data para recopilar datos de los usuarios sobre sus gustos, intereses, interacciones mediante las cookies.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Permite segmentar seg\u00fan los gustos, preferencias, localizaci\u00f3n geogr\u00e1fica, entre otros, ofreciendo as\u00ed publicidad adecuada para los clientes potenciales.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Orienta los anuncios a usuarios espec\u00edficos a partir de perfiles \u00fanicos sobre esos internautas.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ofrece una alta probabilidad de compra gracias a la segmentaci\u00f3n.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimiza la inversi\u00f3n de los anunciantes al poder escoger cu\u00e1ndo y d\u00f3nde mostrar sus anuncios mediante las pujas en las subastas.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Aumenta la personalizaci\u00f3n del mensaje.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Este modelo aumenta la eficiencia y eficacia de las campa\u00f1as.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Permite ahorrar costes al solo pagar por el n\u00famero de impresiones.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">El RTB no es una competencia directa de Google Ads. Es una alternativa con la que personalizar y segmentar m\u00e1s a\u00fan la campa\u00f1a publicitaria. +<\/span><\/li><\/ul><p><b>Te puede interesar: <\/b><a href=\"http:\/\/devmarketersgroup.es\/euncet\/hagakure-google-ads\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Nuevas estrategias de Smart Bidding en Ads: qu\u00e9 es Hagakure<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Entre sus desventajas encontramos:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Para sacar el m\u00e1ximo provecho de la Big Data requiere de profesionales especializados en el sector. Aunque, ya se est\u00e1n haciendo pruebas con algoritmos de machine learning para automatizar el proceso.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ofrece una menor cobertura y una falta de informaci\u00f3n sobre el precio que la competencia ofrece por la impresi\u00f3n.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Los editores no saben si vender\u00e1n todo su espacio publicitario.<\/span><\/li><\/ul><p><img decoding=\"async\" class=\"alignnone wp-image-51437 size-full\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2021\/05\/Que-funciones-tiene-el-RTB-Manager.png\" alt=\"\" width=\"700\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-funciones-tiene-el-RTB-Manager.png 700w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-funciones-tiene-el-RTB-Manager-300x129.png 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2021\/05\/Que-funciones-tiene-el-RTB-Manager-80x34.png 80w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p><h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_funciones_tiene_el_RTB_Manager\"><\/span><span style=\"font-weight: 400;\">\u00bfQu\u00e9 funciones tiene el RTB Manager?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2><p><span style=\"font-weight: 400;\">El RTB Manager es el profesional encargado de la conversi\u00f3n y <\/span><b>compra program\u00e1tica<\/b><span style=\"font-weight: 400;\"> de las campa\u00f1as publicitarias. Entre sus m\u00e1ximas destaca la optimizaci\u00f3n de las campa\u00f1as de captaci\u00f3n <\/span><b>reduciendo costes y aumentando<\/b><span style=\"font-weight: 400;\"> las conversiones gracias al uso del modelo publicitario RTB y el constante an\u00e1lisis de los datos recopilados de los clientes y perfiles. As\u00ed pues, debe maximizar el rendimiento de la inversi\u00f3n y de los ingresos.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Tambi\u00e9n es el encargado de gestionar y hacer un seguimiento de la evoluci\u00f3n de las campa\u00f1as publicitarias online.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Adem\u00e1s de estas funciones, el RTB Manager debe tener conocimientos en SEM y comercio electr\u00f3nico, as\u00ed como una gran capacidad anal\u00edtica, habilidades para la negociaci\u00f3n y contar con una gran capacidad resolutiva ante cualquier situaci\u00f3n.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>En el m\u00f3n del m\u00e0rqueting no para d&#8217;apar\u00e8ixer nous llocs professionals segons les\u00a0 necessitats que demanda el sector i l&#8217;ecosistema digital. Un clar exemple d&#8217;aix\u00f2 \u00e9s el RTB Manager, un dels perfils professionals m\u00e9s demandats en l&#8217;actualitat i pe\u00e7a clau en la captaci\u00f3 program\u00e0tica. Ara b\u00e9, \u00bfsaps realment qui \u00e9s el RTB Manager i quines [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":51561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-62942","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 v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu\u00e8 \u00e9s el RBT Manager? | Blog Euncet<\/title>\n<meta name=\"description\" content=\"Coneixes qu\u00e8 \u00e9s el RTB? 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