{"id":117641,"date":"2021-01-18T14:29:15","date_gmt":"2021-01-18T13:29:15","guid":{"rendered":"https:\/\/ipmark.com\/?p=117641"},"modified":"2021-01-18T16:59:05","modified_gmt":"2021-01-18T15:59:05","slug":"campanas-de-youtube-abandonan-pixeles-de-terceros","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=117641","title":{"rendered":"Las campa\u00f1as de Youtube abandonan los p\u00edxeles de terceros"},"content":{"rendered":"<p><strong>Youtube, la plataforma de v\u00eddeo perteneciente a Google, ya no aceptar\u00e1 m\u00e1s p\u00edxeles de terceros para la medici\u00f3n de campa\u00f1as. A partir de ahora, todas las acciones realizadas en la plataforma deber\u00e1n enlazar a Ads Data Hub para que otros proveedores de medici\u00f3n puedan realizar informes sobre estas, dejando fuera los p\u00edxeles que estos \u00faltimos ofrec\u00edan a anunciantes y agencias.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Tras algo m\u00e1s de tres a\u00f1os desde que anunciara su intenci\u00f3n de retirar cookies y p\u00edxeles de terceros en Youtube, Google ya ha hecho efectiva esta medida al anunciar que<strong> todas aquellas campa\u00f1as publicadas en la plataforma de v\u00eddeo que no est\u00e9n enlazadas con Ads Data Hub podr\u00edan experimentar interrupciones en la medici\u00f3n que realizan terceros<\/strong> de aqu\u00ed en adelante.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con la compa\u00f1\u00eda de Mountain View, este sistema de medici\u00f3n permite a los anunciantes realizar medici\u00f3n<em> cross-device<\/em> y atribuci\u00f3n, al tiempo que se garantiza una mayor privacidad al usuario, ya que esta medici\u00f3n no depende de p\u00edxeles de terceros.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No obstante, ser\u00e1 posible para los responsables de marketing mantener su relaci\u00f3n con otras firmas de medici\u00f3n, ya que en los \u00faltimos meses, estas han tenido que migrar sus sistemas de medici\u00f3n a Ads Data Hub. <strong>Comscore, DoubleVerify, Kantar, Integral Ad Science, Nielsen, Moat (Oracle) y Dynata<\/strong> fueron los primeros en trabajar en esta migraci\u00f3n en octubre de 2019, y recientemente se han unido <strong>Adform, C3 Metrics, Extreme Reach, Flashtalking, Innovid y Sizmek<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Google, gracias a la migraci\u00f3n realizada por estas plataformas a Ads Data Hub, los responsables de marketing podr\u00e1n seguir usando <em>partners<\/em> de medici\u00f3n con el fin de analizar m\u00e9tricas de Youtube como la audiencia alcanzada, la relevancia de marca o la visibilidad.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Acreditaci\u00f3n de MRC<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A pesar de la garant\u00eda de privacidad que ofrece al desechar el p\u00edxel, uno de los mayores retos a los que se enfrentan los anunciantes respecto a Ads Data Hub reside en la pol\u00edtica de Google de que la data nunca puede salir del ecosistema, lo que imposibilita a los responsables de compra de medios verificar de forma independiente los datos agregados de atribuci\u00f3n y anal\u00edtica del gigante tecnol\u00f3gico.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este sentido, <strong>Prema Sampath<\/strong>,<em> group product manager for analytics, insights and measurement<\/em> de <strong>Google<\/strong>, ha se\u00f1alado en el blog corporativo que los proveedores de medici\u00f3n de terceros que hayan migrado sus sistemas a Ads Data Hub para Youtube, <strong>buscar\u00e1n recibir la acreditaci\u00f3n del Media Rating Council (MRC)<\/strong>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este organismo verificar\u00e1 que la API que conecta al proveedor de medici\u00f3n con Youtube funciona, que se mantiene a lo largo del tiempo y que posibilita el c\u00e1lculo de m\u00e9tricas est\u00e1ndar.\u00a0<\/span><span style=\"font-weight: 400;\">Desde la firma tecnol\u00f3gica tambi\u00e9n han recordado que Ads Data Hub ha obtenido una acreditaci\u00f3n de MRC.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A partir de ahora, las campa\u00f1as de Youtube deber\u00e1n enlazar a Ads Data Hub, la plataforma de medici\u00f3n lanzada por Google que permite la medici\u00f3n de campa\u00f1as con terceros sin depender del p\u00edxel de estos. <\/p>\n","protected":false},"author":29,"featured_media":117643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341],"class_list":["post-117641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las campa\u00f1as de Youtube abandonan los p\u00edxeles de terceros<\/title>\n<meta name=\"description\" content=\"A partir de ahora, las campa\u00f1as de Youtube deber\u00e1n enlazar a Ads Data Hub, la plataforma de medici\u00f3n lanzada por Google que permite la medici\u00f3n de campa\u00f1as con terceros sin depender del p\u00edxel de estos.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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