{"id":100027,"date":"2020-07-14T15:10:32","date_gmt":"2020-07-14T13:10:32","guid":{"rendered":"https:\/\/ipmark.com\/?p=100027"},"modified":"2020-07-14T15:10:32","modified_gmt":"2020-07-14T13:10:32","slug":"hola-lanza-nuevo-dmp-permutive-basado-first-party-data","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=100027","title":{"rendered":"\u00a1HOLA! lanza un nuevo DMP Permutive basado en first party data"},"content":{"rendered":"<figure id=\"attachment_100029\" aria-describedby=\"caption-attachment-100029\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-100029\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/07\/hola_opt.jpg\" alt=\"\u00a1HOLA! lanza un nuevo DMP Permutive basado en first party data\" width=\"690\" height=\"414\"><figcaption id=\"caption-attachment-100029\" class=\"wp-caption-text\">\u00a1HOLA! lanza un nuevo DMP Permutive basado en first party data<\/figcaption><\/figure>\n<p><strong>\u00a1HOLA! da un paso m\u00e1s en su estrategia de innovaci\u00f3n digital lanzando el&nbsp;nuevo DMP Permutive basado en&nbsp;first party data&nbsp;y tecnolog\u00eda&nbsp;Edge computing.<\/strong><\/p>\n<p>Como explica la compa\u00f1\u00eda, esta evoluci\u00f3n en la estrategia de data viene motivada porque los&nbsp;<strong>cambios en las leyes de privacidad<\/strong>&nbsp;han provocado que los navegadores hayan empezado a&nbsp;<strong>bloquear las&nbsp;third party cookies<\/strong>&nbsp;dificultando el seguimiento y la segmentaci\u00f3n de los usuarios en Internet. A d\u00eda de hoy tanto Safari como Firefox bloquean las&nbsp;third party cookies,&nbsp;lo que implica que<strong>&nbsp;en torno al 30-40% del inventario no sea visible para los DMPs tradicionales<\/strong>. Chrome empezar\u00e1 a bloquear las&nbsp;third party cookies&nbsp;a partir de 2022.<\/p>\n<p>Por este motivo, \u00a1HOLA! ha decidido reforzar su estrategia de data apostando por la tecnolog\u00eda de Permutive, un nuevo DMP basado en&nbsp;first party cookie&nbsp;que adem\u00e1s utiliza&nbsp;Edge computing&nbsp;en vez de&nbsp;Cloud computing. El&nbsp;Edge computing&nbsp;<strong>procesa los datos en el dispositivo en milisegundos<\/strong>&nbsp;sin necesidad de sincronizar&nbsp;cookies&nbsp;en la nube y tener que esperar horas para tenerlos disponibles en campa\u00f1as. Todo esto&nbsp;<strong>permite&nbsp;targetizar&nbsp;a todos los usuarios, tanto nuevos como recurrentes, en tiempo real<\/strong>, desde la primera p\u00e1gina vista y en todos los navegadores, incluidos Safari y Firefox. Adem\u00e1s, hay mayores garant\u00edas de privacidad, porque la publicaci\u00f3n recaba el consentimiento y los datos del usuario no abandonan el dispositivo al activarse una campa\u00f1a con data.<\/p>\n<p>Con esta estrategia, \u00a1HOLA! lanza al mercado una&nbsp;<strong>nueva oferta de data con m\u00e1s de 250 segmentos<\/strong>&nbsp;sociodemogr\u00e1ficos, contextuales,&nbsp;behavioral, e-commerce, performance&nbsp;y actitudinales. La publicaci\u00f3n se\u00f1ala que esos segmentos son \u201cconfiables y transparentes\u201d, al poder trazar la creaci\u00f3n de los mismos ante el anunciante en funci\u00f3n de sus fuentes de datos y su metodolog\u00eda de pertenencia. Adem\u00e1s, ofrece la creaci\u00f3n de&nbsp;custom targets&nbsp;poniendo a disposici\u00f3n de las marcas todas las variables y eventos que recogen en el DMP para poder llegar al&nbsp;target&nbsp;que buscan.<\/p>\n<p>La capacidad anal\u00edtica para ofrecer insights tanto de audiencia como de campa\u00f1as dentro del nuevo DMP es tambi\u00e9n una se\u00f1a de identidad de Permutive, lo que permite ofrecer una&nbsp;<strong>consultor\u00eda integral a las marcas<\/strong>&nbsp;dentro de todo el abanico de soluciones publicitarios que ofrece \u00a1HOLA!.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00a1HOLA! da un paso m\u00e1s en su estrategia de innovaci\u00f3n digital lanzando el&nbsp;nuevo DMP Permutive basado en&nbsp;first party data&nbsp;y tecnolog\u00eda&nbsp;Edge<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-100027","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00a1HOLA! 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