{"id":100236,"date":"2020-07-29T09:05:21","date_gmt":"2020-07-29T08:05:21","guid":{"rendered":"https:\/\/ipmark.com\/?p=100236"},"modified":"2020-08-03T20:18:43","modified_gmt":"2020-08-03T19:18:43","slug":"bienvenidos-a-la-post-cookie-revolution","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=100236","title":{"rendered":"\u00a1Bienvenidos a la Post-Cookie Revolution!"},"content":{"rendered":"<p><strong>En las \u00faltimas d\u00e9cadas hemos visto una evoluci\u00f3n paralela entre anunciantes y tecnolog\u00edas ligada al desarrollo e inversi\u00f3n en Inteligencia Artificial, machine learning y datos.Desde su invenci\u00f3n, las cookies han tenido un rol importante en la transformaci\u00f3n de Internet. Hemos dependido de este peque\u00f1o, pero poderoso, conjunto de datos para el uso de targeting, personalizaci\u00f3n y UX.<\/strong><\/p>\n<p>La demanda por un mayor control y transparencia en el uso de datos, nuevas regulaciones (GDPR, CCPA) y el bloqueo de cookies de terceros, ha obligado a replantear nuestra propuesta digital actual y nos presenta la necesidad de encontrar alternativas. Pero \u00bfc\u00f3mo podemos predecir lo que pasar\u00e1 en un mundo cookie-less y c\u00f3mo podemos adaptarnos?<\/p>\n<p>Por un lado, los supervivientes a esto que los expertos llaman \u201cApocalipsis de las Cookies\u201d, tendr\u00e1n que adoptar tecnolog\u00edas que ofrezcan un balance entre privacidad e identificaci\u00f3n de usuarios.<\/p>\n<p>En ese sentido, industria y marcas pondr\u00e1n \u00e9nfasis en la consolidaci\u00f3n, tratamiento y activaci\u00f3n de datos. La integraci\u00f3n de 1st-party y login-based data ser\u00e1 esencial, as\u00ed como la adquisici\u00f3n de data-driven adtech. Necesitaremos m\u00e1s que nunca datos limpios, \u00fanicos y relevantes y que puedan escalarse.<\/p>\n<p>Esta evoluci\u00f3n en la recolecci\u00f3n de datos nos llevar\u00e1 a un modelo de IDs usando CRM, CDP e intercambio de datos a trav\u00e9s de contenido, y al uso prominente de contextual e In-App targeting.<\/p>\n<figure id=\"attachment_100242\" aria-describedby=\"caption-attachment-100242\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-thumbnail wp-image-100242\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/luis-freyre-performics-150x150.jpg\" alt=\"Luis Freyre-Alc\u00e1ntara ,Performance Brand Senior Manager de Performics\" width=\"150\" height=\"150\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/luis-freyre-performics-150x150.jpg 150w, https:\/\/ipmark.com\/wp-content\/uploads\/luis-freyre-performics-300x300.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/luis-freyre-performics-100x100.jpg 100w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><figcaption id=\"caption-attachment-100242\" class=\"wp-caption-text\">Luis Freyre-Alc\u00e1ntara ,Performance Brand Senior Manager de Performics<\/figcaption><\/figure>\n<p>Adem\u00e1s, Google, Amazon y Facebook continuar\u00e1n usando walled gardens, controlando as\u00ed datos, oferta y demanda de inventario, subastas e informes. Sin embargo, se anticipan nuevos disruptores con ecosistemas m\u00e1s transparentes y un incremento en el uso de 2nd-party data. El performance se optimizar\u00e1 a nivel ecosistema y no a nivel campa\u00f1a.<\/p>\n<p>La \u00fanica inc\u00f3gnita que me queda es qui\u00e9n ser\u00e1 el guardi\u00e1n de un posible ID universal. Frente a los Big 3, levantan la mano plataformas de people-based marketing, \u00bfquiz\u00e1s incluso de blockchain?<\/p>\n<p>Lo cierto es que a\u00fan falta mucho por descubrir, pero nos dirigimos a un mundo cookie-less y tendremos que trabajar de la mano y convertirnos en insight-driven, data-optimised y customer-centric para llegar a los consumidores de forma personal y a gran escala. \u00a1Bienvenidos a la post-cookie revolution!<\/p>\n","protected":false},"excerpt":{"rendered":"<p> \u00bfC\u00f3mo podemos predecir lo que pasar\u00e1 en un mundo cookie-less y c\u00f3mo podemos adaptarnos?<\/p>\n","protected":false},"author":28,"featured_media":100248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2077],"class_list":["post-100236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inteligencia-artificial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00a1Bienvenidos a la Post-Cookie Revolution!<\/title>\n<meta name=\"description\" content=\"La demanda por un mayor control y transparencia en el uso de datos y el bloqueo de cookies de terceros nos presenta la necesidad de encontrar alternativas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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