{"id":7378,"date":"2017-03-24T16:49:22","date_gmt":"2017-03-24T15:49:22","guid":{"rendered":"https:\/\/www.bigcitymonkey.com\/?p=7378"},"modified":"2017-03-24T16:49:22","modified_gmt":"2017-03-24T15:49:22","slug":"facebook-borjar-med-header-bidding","status":"publish","type":"post","link":"https:\/\/euronewspages.com\/sv\/facebook-borjar-med-header-bidding\/","title":{"rendered":"Facebook f\u00f6r\u00e4ndrar medielandskapet, b\u00f6rjar med header bidding"},"content":{"rendered":"

Google f\u00e5r konkurrens n\u00e4r Facebook inf\u00f6r header bidding och publicister f\u00e5r b\u00e4ttre annonspriser.<\/h2>\n

I onsdags gick Facebook ut med att de b\u00f6rjar med header bidding, en typ av programmatiskt k\u00f6p av annonser, f\u00f6r mobila enheter. D\u00e4rmed utmanar det sociala mega-mediet Googles annonsn\u00e4tverk DoubleClick.<\/p>\n

Enkelt uttryck handlar header bidding om att ge publicister b\u00e4sta m\u00f6jliga pris f\u00f6r sina annonsplatser, som till exempel annonsplatserna du ser p\u00e5 DN.se. S\u00e5 ist\u00e4llet f\u00f6r att publicister v\u00e4nder sig till flera olika annonsn\u00e4tverk f\u00f6r att sedan ta \u00f6nskat bud (s\u00e5 kallad Waterfall), ser header bidding till att j\u00e4mf\u00f6ra buden fr\u00e5n flertalet annonsn\u00e4tverk samtidigt innan auktionen st\u00e4ngs.<\/p>\n

Hittills har har de flesta publicisterna anv\u00e4nt sig av annonsn\u00e4tverken som finns i Google DoubleClick, vilket mer eller mindre har givit Google monopol. \u00c4nd\u00e5 tills nu.<\/p>\n

Facebook utmanar Google<\/h3>\n

N\u00e4r nu Facebook tar steget in p\u00e5 arenan med header bidding f\u00e5r Google konkurrens. Det betyder allts\u00e5 att n\u00e4r en annonsauktion intr\u00e4ffar p\u00e5 en publicists hemsida kommer publicisten kunna v\u00e4lja det b\u00e4sta budet fr\u00e5n de olika annonsn\u00e4tverken i Googles DoubleClick och Facebooks annonsn\u00e4tverk Audience Network.<\/p>\n

P\u00e5 sin blogg <\/a>skriver Facebook\u00a0att publicister som har testat header bidding i Audience Network har \u00f6kat sina int\u00e4kter med 10 – 30 %.<\/p>\n

\u00c4n s\u00e5 l\u00e4nge \u00e4r Facebooks header bidding endast tillg\u00e4nglig f\u00f6r annonsk\u00f6p via mobila enheter. Men det \u00e4r mycket sannolikt att Facebook\u00a0kommer att \u00f6ppna upp header bidding \u00e4ven f\u00f6r desktops i framtiden.<\/p>\n","protected":false},"excerpt":{"rendered":"

Google f\u00e5r konkurrens n\u00e4r Facebook inf\u00f6r header bidding och publicister f\u00e5r b\u00e4ttre annonspriser. I onsdags gick Facebook ut med att de b\u00f6rjar med header bidding,…<\/p>\n","protected":false},"author":2,"featured_media":7379,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44,34,3,30,33],"tags":[],"class_list":["post-7378","post","type-post","status-publish","format-standard","has-post-thumbnail","category-display","category-mobilt","category-resor","category-socialt-medier","category-sokmarknadsforing"],"_links":{"self":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts\/7378","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/comments?post=7378"}],"version-history":[{"count":0,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/posts\/7378\/revisions"}],"wp:attachment":[{"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/media?parent=7378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/categories?post=7378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/euronewspages.com\/sv\/wp-json\/wp\/v2\/tags?post=7378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}