{"id":126163,"date":"2021-05-10T15:09:37","date_gmt":"2021-05-10T13:09:37","guid":{"rendered":"https:\/\/ipmark.com\/?p=126163"},"modified":"2021-05-10T19:06:11","modified_gmt":"2021-05-10T17:06:11","slug":"manifiesto-por-una-publicidad-digital-sostenible-de-iab-spain","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=126163","title":{"rendered":"\u2018Manifiesto por una Publicidad Digital Sostenible, de IAB Spain"},"content":{"rendered":"<p>El manifiesto ha sido presentado en un evento sobre Digital Services Act y la Digital Markets Act centrado en analizar c\u00f3mo estas directivas, tendr\u00e1n un impacto significativo en la regulaci\u00f3n del mercado publicitario a nivel europeo, actualizando la normativa en un contexto en el que el mercado est\u00e1 evolucionando muy r\u00e1pidamente.<\/p>\n<p>El <a href=\"https:\/\/iabspain.es\/sin-acceso\/download-id\/55201\/\">Manifiesto<\/a> recoge \u00a0<strong>cinco puntos clave<\/strong> a tenerse en cuenta en la <strong>regulaci\u00f3n del mercado de la publicidad:<\/strong><\/p>\n<ul>\n<li><strong>INNOVACI\u00d3N<\/strong><\/li>\n<\/ul>\n<p>El r\u00e9gimen actual de responsabilidad de los actores que intervienen en internet, &#8211; ha sido fundamental para garantizar un ecosistema innovador a nivel continental. La introducci\u00f3n de una gran responsabilidad sin un an\u00e1lisis cuidadoso conducir\u00eda a un da\u00f1o significativo a todo el ecosistema de internet.<\/p>\n<ul>\n<li><strong>TRANSPARENCIA<\/strong><\/li>\n<\/ul>\n<p>La transparencia siempre ha sido y es un elemento fundamental tanto en la relaci\u00f3n de las empresas con sus usuarios como en las relaciones business to business. Y es que las exigencias de transparencia no deber\u00edan limitar la capacidad de innovaci\u00f3n ni la libertad de las empresas.<\/p>\n<ul>\n<li><strong>CONFIANZA PARA EL CONSUMIDOR<\/strong><\/li>\n<\/ul>\n<p>Protecci\u00f3n al usuario no siendo necesaria la elaboraci\u00f3n de m\u00e1s leyes que pueden implicar una inseguridad jur\u00eddica. El sector publicitario ha desarrollado, adem\u00e1s, medidas de cumplimento para las normas actuales a trav\u00e9s de su Marco de Transparencia y Consentimiento que incluyen el RGPD y la normativa de <em>e-Privacy.<\/em><\/p>\n<ul>\n<li><strong>GRATUIDAD<\/strong><\/li>\n<\/ul>\n<p>La publicidad dirigida ayuda a las personas a encontrar lo que buscan, bas\u00e1ndose en gran medida en las b\u00fasquedas realizadas por los usuarios. Adem\u00e1s, las empresas maximizan el retorno de la inversi\u00f3n permitiendo a los usuarios aprovechar los servicios digitales de forma gratuita o a muy bajo coste.<\/p>\n<ul>\n<li><strong>ARMONIZACI\u00d3N CON EL MARCO REGULATORIO ACTUAL<\/strong><\/li>\n<\/ul>\n<p>La protecci\u00f3n de datos ya est\u00e1 regulada en el RGPD. Adem\u00e1s del RGPD, actualmente se est\u00e1 negociando el reglamento de <em>ePrivacy<\/em>, que tambi\u00e9n tendr\u00e1 un impacto relevante en la actividad publicitaria. La regulaci\u00f3n adicional debe tener esto en cuenta y no debe crear una nueva incertidumbre o una capa adicional de complejidad.<\/p>\n<p>\u00abEn el entorno digital, el cumplimiento es un esfuerzo colectivo compartido por toda la cadena de valor. Creemos que es fundamental que el regulador reconozca el esfuerzo de la industria publicitaria en la adopci\u00f3n continua de soluciones de mercado para dar cumplimiento a las diferentes y estrictas regulaciones y esperamos seguir trabajando de forma conjunta para que se garantice el importante papel de la publicidad digital para la econom\u00eda digital europea\u00bb, ha dicho <strong>Reyes Justrib\u00f3, directora general de IAB Spain.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAB Spain, junto con IAA (International Advertising Association Italy Chapter, IAB Portugal, IAB Greece, Netcomm, Aziende della Comunicazione Unite y la Asociaci\u00f3n Espa\u00f1ola de Anunciantes, ha presentado el \u2018Manifiesto por una Publicidad Digital Sostenible\u2019.<\/p>\n","protected":false},"author":6970,"featured_media":126164,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6269],"tags":[6092],"class_list":["post-126163","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-informes","tag-iab-spain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2018Manifiesto por una Publicidad Digital Sostenible, de IAB Spain<\/title>\n<meta name=\"description\" content=\"IAB Spain, junto con IAA (International Advertising Association Italy Chapter, IAB Portugal, IAB Greece, Netcomm, Aziende della Comunicazione Unite y la Asociaci\u00f3n Espa\u00f1ola de Anunciantes, ha presentado el \u2018Manifiesto por una Publicidad Digital Sostenible\u2019.\" \/>\n<meta name=\"robots\" content=\"index, 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