{"id":115969,"date":"2020-12-15T12:13:57","date_gmt":"2020-12-15T11:13:57","guid":{"rendered":"https:\/\/ipmark.com\/?p=115969"},"modified":"2020-12-15T18:45:18","modified_gmt":"2020-12-15T17:45:18","slug":"twitter-se-alia-con-doubleverify-e-ias","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=115969","title":{"rendered":"Twitter se al\u00eda con DoubleVerify e IAS para lanzar soluciones de brand safety"},"content":{"rendered":"<p><strong>Twitter toma medidas para garantizar la seguridad de marca en su plataforma. Ha anunciado su alianza con DoubleVerify (DV) e Integral Ad Science (IAS) para que estas \u00faltimas elaboren informes sobre el contexto en el que aparecen los anuncios en la red social con el objetivo posterior de crear soluciones de <em>brand safety<\/em>.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado en el blog de la compa\u00f1\u00eda <strong>Jonathan Lewis<\/strong>, director senior de gesti\u00f3n de producto de <strong>Twitter<\/strong>, despu\u00e9s de un an\u00e1lisis concienzudo en los \u00faltimos cinco meses, la plataforma de microblogging ha elegido a DV y a IAS con el objetivo de <strong>crear soluciones personalizadas para la plataforma<\/strong>, que ayuden a marcas y anunciantes a publicitarse de forma segura.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cMedir la seguridad de marca y la conveniencia en ambientes <em>in-feed<\/em> es algo importante para las marcas. DV est\u00e1 preparada para abordar este reto, al potenciar nuestra tecnolog\u00eda y conocimiento para evaluar el contexto del <em>real-time<\/em>, y el contenido generado por el usuario\u201d, ha se\u00f1alado <strong>Mark Zagorski<\/strong>, CEO de <strong>DoubleVerify<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Lisa Utzschneider<\/strong>, CEO de <strong>IAS<\/strong>, ha expresado, por su parte, que \u201cla medici\u00f3n es m\u00e1s cr\u00edtica que nunca porque los responsables de marketing buscan una mayor transparencia para su inversi\u00f3n en redes sociales, y junto a Twitter podemos ofrecer a los anunciantes las soluciones de confianza que necesitan\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Lewis, las soluciones que ambas compa\u00f1\u00edas desarrollen con la red social ser\u00e1n probadas a comienzos de 2021. Para ello, se fijar\u00e1n en las categor\u00edas de contenido da\u00f1ino marcadas por la Alianza Global de Medios Responsables (GARM), de la que forma parte la red social, y contar\u00e1n con investigaci\u00f3n acerca de la proximidad entre anuncios y contenido controvertido del equipo de <em>data science<\/em> de Twitter.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta alianza se suma al resto de iniciativas que la firma con sede en San Francisco ha iniciado recientemente para garantizar el <em>brand safety<\/em> en su plataforma. As\u00ed, la semana pasada,<strong> se unieron a <em>Media Ratings Council<\/em> para llevar a cabo auditor\u00edas de visibilidad, filtro sofisticado de tr\u00e1fico no v\u00e1lido, medici\u00f3n de audiencias y seguridad de marca<\/strong>, priorizando la revisi\u00f3n en esta \u00faltima.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Twitter se ha asociado con DoubleVerify e IAS para lanzar soluciones de seguridad de marca en su plataforma, que ser\u00e1n probadas a comienzos de 2021. <\/p>\n","protected":false},"author":29,"featured_media":115971,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[148,750],"class_list":["post-115969","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-social-media","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast 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