{"id":115359,"date":"2020-12-03T13:27:39","date_gmt":"2020-12-03T12:27:39","guid":{"rendered":"https:\/\/ipmark.com\/?p=115359"},"modified":"2020-12-03T13:27:39","modified_gmt":"2020-12-03T12:27:39","slug":"doubleverify-lanza-una-solucion-de-segmentacion-contextual-personalizada","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=115359","title":{"rendered":"DoubleVerify lanza una soluci\u00f3n de segmentaci\u00f3n contextual personalizada\u00a0"},"content":{"rendered":"<p><b>La plataforma de software de la medici\u00f3n y anal\u00edtica de datos de medios digitales, DoubleVerify (DV) ha lanzado Custom Contextual, soluci\u00f3n de publicidad program\u00e1tica que ofrece segmentaci\u00f3n de audiencias que cumple con los requerimientos europeos de pol\u00edticas de privacidad (RGPD). <\/b><strong>Estar\u00e1 disponible en las plataformas de DSP (<i>Demand Side Platform<\/i>) de Amazon Advertising, MediaMath, Verizon Media y Xandr. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u00abEl aumento de la regulaci\u00f3n de la privacidad y la decisi\u00f3n de la mayor\u00eda de los navegadores de poner fin a la utilizaci\u00f3n de<a href=\"https:\/\/ipmark.com\/cookie-less-2022-como-aprovechar-al-maximo-tus-datos\/\"> cookies de terceros<\/a>\u00a0est\u00e1n marcando el comienzo de un cambio de orientaci\u00f3n en la segmentaci\u00f3n de audiencias a trav\u00e9s de terceros\u201d, ha indicado Jack Smith, director de producto de la empresa, Y a\u00f1adi\u00f3 que la nueva soluci\u00f3n tiene \u201cel fin segmentar las audiencias en funci\u00f3n a la relevancia de los anuncios en momentos clave de inter\u00e9s o de intenci\u00f3n de compra\u201d.<\/span><\/p>\n<h3><b>Funcionalidades de Custom Contextual<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Con esta herramienta, los <strong>anunciantes pueden construir segmentos de audiencia basados en m\u00e1s de 430 categor\u00edas IAB<\/strong>, as\u00ed como otras estacionales, de comportamiento y din\u00e1micas, todo controlado desde la plataforma de anal\u00edtica y de servicios de la empresa <strong>DV Pinnacle.<\/strong> Los segmentos se pueden dise\u00f1ar a medida para incorporar criterios de inclusi\u00f3n o exclusi\u00f3n en base a determinadas p\u00e1ginas webs, aplicaciones, idiomas o listados espec\u00edficos de palabras clave dentro de una URL.\u00a0<\/span><span style=\"font-weight: 400;\">Adem\u00e1s, cuenta con opciones de configuraci\u00f3n avanzada, como, por ejemplo, la capacidad de incluir contenidos sin clasificar o de establecer excepciones para determinadas p\u00e1ginas o apps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La tecnolog\u00eda de DV, <strong>Semantic Science,<\/strong> est\u00e1 en el centro de la segmentaci\u00f3n contextual personalizada, que aprovecha la ontolog\u00eda y<em> machine learning<\/em> para fomentar una clasificaci\u00f3n precisa de los contenidos a nivel de p\u00e1ginas con vistas.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La herramienta no depende de cookies o de tecnolog\u00eda de monitorizaci\u00f3n de terceros, y cumple con la regulaci\u00f3n europea de privacidad (RGPD).<\/p>\n","protected":false},"author":30,"featured_media":115360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[324,3348],"class_list":["post-115359","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-compra-programatica","tag-dsp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DoubleVerify lanza una soluci\u00f3n de segmentaci\u00f3n contextual personalizada\u00a0<\/title>\n<meta name=\"description\" content=\"DoubleVerify ha lanzado Custom Contextual, herramienta que permite segmentar 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