{"id":136673,"date":"2021-10-26T12:29:31","date_gmt":"2021-10-26T10:29:31","guid":{"rendered":"https:\/\/ipmark.com\/?p=136673"},"modified":"2021-10-26T12:38:37","modified_gmt":"2021-10-26T10:38:37","slug":"tecnicas-de-google-para-reducir-competencia-header-bidding","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=136673","title":{"rendered":"Las t\u00e9cnicas de Google para reducir la competencia del header-bidding"},"content":{"rendered":"<p><strong>Google afronta nuevas acusaciones de duopolio en su pa\u00eds natal. La compa\u00f1\u00eda ha protagonizado los documentos que recoge la demanda presentada a finales de a\u00f1o por 10 estados, donde se acusa al gigante de la publicidad digital de haber acordado con Facebook no participar en la t\u00e9cnica del header-bidding, que permite a los editores ofertar su inventario en varios ad exchanges a la vez.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan se recoge en los documentos filtrados y que expone Ad Age, en 2018, Google habr\u00eda iniciado el programa \u2018Jedi Blue\u2019 a trav\u00e9s del cual la compa\u00f1\u00eda alcanzaba un acuerdo con Facebook para evitar que este se sumara al header-bidding, la tecnolog\u00eda que permite a los editores ofertar sus espacios publicitarios en varios ad exchanges a la vez para conseguir una mayor demanda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un acuerdo que <strong>vendr\u00eda a mitigar la fuga de publishers que estar\u00eda experimentando Ad Manager<\/strong>, atra\u00eddos por las ventajas de la t\u00e9cnica de publicidad program\u00e1tica, surgida en la d\u00e9cada del 2010.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los documentos apuntan tambi\u00e9n el inter\u00e9s por parte de la red social de alcanzar este tipo de acuerdo. Destacan que en 2016, Facebook realizase una presentaci\u00f3n p\u00fablica para apoyar el header-bidding y que despu\u00e9s su inter\u00e9s desapareci\u00f3 \u201cde forma misteriosa\u201d. <strong>La demanda asegura que la compa\u00f1\u00eda que dirige Mark Zuckerberg false\u00f3 dicho inter\u00e9s para alcanzar un acuerdo con Google<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este proyecto, la compa\u00f1\u00eda tecnol\u00f3gica habr\u00eda llevado a cabo, asimismo, <strong>el truco de la mente jedi, para conseguir que fueran los propios editores los que dejaran de emplear el header-bidding<\/strong>, argumentando, por ejemplo, que el c\u00f3digo de sus competidores &#8211; asociados al header-bidding- ralentizaba sus webs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cGoogle quer\u00eda conseguir que los publishers tuvieran la idea de quitar los intercambios. Entonces proced\u00eda a paralizar la capacidad de estos para usar el header-bidding de m\u00faltiples formas\u201d, escriben.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Acusaciones de fijaci\u00f3n de mercado<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Los documentos forman parte de la demanda presentada a finales de 2020 por diez fiscales estatales, entre ellos el fiscal general de Texas, Ken Paxton, muy cr\u00edtico con ambas organizaciones y que en la demanda acusaba a Google y Facebook de \u201cconfabularse para fijar los mercados publicitarios a su favor\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan la acusaci\u00f3n, Google recoge \u201cuna tasa muy alta del 22% al 45% de la inversi\u00f3n publicitaria, que de otra forma ir\u00edan a editores online y a productores de contenido que sobreviven mediante la venta de anuncios en sus webs y apps\u201d. Un dato que la propia compa\u00f1\u00eda neg\u00f3, asegurando que los editores que participan en Ad Manager obtienen, de medio, m\u00e1s del 95% de sus ingresos publicitarios.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los documentos que componen la demanda presentada a finales de 2020 por 10 estados revelan un acuerdo entre Google y Facebook para evitar que esta \u00faltima se uniera al header-bidding. <\/p>\n","protected":false},"author":29,"featured_media":136676,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[155,554],"class_list":["post-136673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-facebook","tag-google"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las 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