{"id":100792,"date":"2020-07-28T11:16:07","date_gmt":"2020-07-28T09:16:07","guid":{"rendered":"https:\/\/ipmark.com\/?p=100792"},"modified":"2020-08-03T20:18:45","modified_gmt":"2020-08-03T19:18:45","slug":"ecosistema-sin-cookies","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=100792","title":{"rendered":"Un ecosistema sin cookies deja de identificar al 95% de los internautas"},"content":{"rendered":"<figure id=\"attachment_100796\" aria-describedby=\"caption-attachment-100796\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-100796\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/07\/ecosistema-sin-cookies.jpg\" alt=\"Seg\u00fan datos de Adform, un ecosistema sin cookies deja de identificar al 95% de usuarios de internet\" width=\"690\" height=\"459\"><figcaption id=\"caption-attachment-100796\" class=\"wp-caption-text\">Seg\u00fan datos de Adform, un ecosistema sin cookies deja de identificar al 95% de usuarios de internet<\/figcaption><\/figure>\n<p><strong>En un momento en el que la publicidad digital atrae a cada vez m\u00e1s adeptos, la necesidad de encontrar una alternativa a la cookie de terceros para analizar el retorno de la inversi\u00f3n (ROI) se vuelve m\u00e1s crucial. Y aunque todav\u00eda no existe un claro ganador en esta carrera, los anunciantes deben tomar un papel proactivo y conocer las opciones que comienzan a presentarse en el mercado.&nbsp;<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La decisi\u00f3n de Google de eliminar la cookie de terceros en Chrome a partir de 2022, en consonancia con lo realizado ya por otros navegadores &#8211; Firefox, Safari y Microsoft-, har\u00e1, seg\u00fan advierte<strong> Sergio Mart\u00edn<\/strong>, \u2018country manager\u2019 de <strong>Adform Espa\u00f1a<\/strong>, que <strong>no sea posible identificar al 95% de los usuarios de internet<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esto tendr\u00e1 un gran impacto en los anunciantes. De acuerdo con Mart\u00edn, \u201csi no son capaces de poder medir frecuencias de impacto, saber si un usuario ha generado una compra en su web a ra\u00edz de un impacto publicitario, poder medir la interacci\u00f3n de un usuario que ha sido impactado por una campa\u00f1a digital en la web del anunciante, hacer retargeting, etc. <strong>no van a poder medir el ROI de su inversi\u00f3n en campa\u00f1as de marketing digital<\/strong>\u201d.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A este respecto, Mart\u00edn recuerda que aunque todav\u00eda no existe una alternativa estandarizada a la cookie, es importante que los anunciantes conozcan las posibles opciones que comienzan a asomarse en el mercado. Pone como ejemplo la<strong> tecnolog\u00eda de \u2018fingerprinting\u2019<\/strong>, que consiste en asignar un ID a un usuario bas\u00e1ndose en una serie de variables asociadas a su dispositivo &#8211; como el tama\u00f1o de la pantalla, el sistema operativo, el idioma del teclado o la resoluci\u00f3n, entre otros-.&nbsp;<\/span><\/p>\n<p>&#8212;<\/p>\n<p>M\u00e1s noticias de<strong> Digital<\/strong>:&nbsp;<\/p>\n<ul>\n<li><a href=\"https:\/\/ipmark.com\/aumenta-frecuencia-gasto-medio-las-compras-online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #ff0000;\">Aumenta frecuencia y gasto medio de las compras online<\/span><\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/tasa-google-podria-recaer-en-anunciantes-segun-moodys\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #ff0000;\">La tasa Google, un tributo que podr\u00eda recaer en los anunciantes, seg\u00fan Moody&#8217;s&nbsp;<\/span><\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/modelo-de-videojuegos-a-la-carta\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #ff0000;\">El modelo de videojuegos a la carta, m\u00e1s parecido a Youtube que a Netflix<\/span><\/a><\/li>\n<li><a href=\"https:\/\/ipmark.com\/aplicaciones-preinstaladas-puerta-de-entrada-de-adware\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: #ff0000;\">Las aplicaciones preinstaladas en un &#8216;smartphone&#8217;, puerta de entrada de &#8216;adware&#8217;<\/span><\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>En un momento en el que la publicidad digital atrae a cada vez m\u00e1s adeptos, la necesidad de encontrar una<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[76],"class_list":["post-100792","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Un ecosistema sin cookies deja de identificar al 95% de los internautas<\/title>\n<meta name=\"description\" content=\"Seg\u00fan advierte Sergio Mart\u00edn, \u2018country manager\u2019 de Adform Espa\u00f1a, en un ecosistema sin cookies no es posible identificar al 95% de los usuarios de internet\" \/>\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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