{"id":127661,"date":"2021-06-01T09:41:47","date_gmt":"2021-06-01T07:41:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=127661"},"modified":"2021-06-02T09:50:12","modified_gmt":"2021-06-02T07:50:12","slug":"amazon-creara-identificador","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=127661","title":{"rendered":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace"},"content":{"rendered":"<p><strong>Con el objetivo de atraer un mayor volumen de inversi\u00f3n publicitaria a su marketplace en un momento de incertidumbre para el sector, Amazon planea desarrollar un identificador que ofrecer\u00eda a anunciantes y editores una medici\u00f3n m\u00e1s efectiva de las campa\u00f1as publicitarias lanzadas en su marketplace.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La propia compa\u00f1\u00eda ha confirmado a Digiday el desarrollo de esta nueva tecnolog\u00eda, pero no ha informado sobre cu\u00e1ndo podr\u00eda estar listo para su uso. Para este trabajo, la firma que (todav\u00eda) preside Jeff Bezos se hab\u00eda puesto en contacto con varias empresas de ad-tech dedicadas al desarrollo de identificadores universales para ver el dise\u00f1o de la futura herramienta publicitaria del marketplace.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan las informaciones trasladadas por estas compa\u00f1\u00edas, a diferencia de los IDs dise\u00f1ados para seguir lanzando campa\u00f1as de publicidad segmentadas en la web abierta &#8211; como Unified ID 2.0 de The Trade Desk, LiveRamp o ID5-, <strong>el de Amazon \u00fanicamente funcionar\u00eda dentro de su plataforma<\/strong>, y estar\u00eda disponible tanto para los anunciantes a trav\u00e9s de su DSP como para los editores, a trav\u00e9s de APS. Desde Amazon han asegurado, adem\u00e1s, que operar\u00eda siguiendo la pol\u00edtica de privacidad de la compa\u00f1\u00eda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las mismas fuentes corporativas aseguran que el identificador de Amazon<strong> se asemejar\u00eda m\u00e1s a los identificadores proporcionados por los <em>publishers<\/em> (PPID<\/strong>, por sus siglas en ingl\u00e9s), puesto que estar\u00eda restringido a una red concreta de p\u00e1ginas O&amp;O. \u201cSer\u00eda m\u00e1s como un medio que informara a su DSP de la frecuencia y la atribuci\u00f3n mientras mantiene silos de identidades\u201d, explican.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un inter\u00e9s <a href=\"https:\/\/ipmark.com\/google-introducira-ppid-en-programatica\/\" target=\"_blank\" rel=\"noopener noreferrer\">similar al visto por Google el pasado marzo<\/a> cuando, adem\u00e1s de anunciar que no construir\u00eda ni dar\u00eda soporte en su infraestructura a identificadores, s\u00ed que<strong> permitir\u00eda a los editores compartir sus identificadores con los anunciantes en todo tipo de acuerdos program\u00e1ticos<\/strong>, incluidos los de puja abierta.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A la espera de saber en concreto la fecha exacta del lanzamiento del identificador, una vez puesto en marcha podr\u00eda animar a m\u00e1s anunciantes a dedicar mayor inversi\u00f3n publicitaria a Amazon e incrementar as\u00ed la cuota de mercado del gigante del ecommerce en el sector de la publicidad digital.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de eMarketer, en 2020,<strong> el negocio publicitario de Amazon en Estados Unidos aument\u00f3 un 53% hasta alcanzar los 15.730 millones de d\u00f3lares<\/strong>, acaparando un 10% de cuota de mercado. Se estima que llegue a los 24.000 millones a finales de este a\u00f1o.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Funcionar\u00eda solo dentro de su plataforma, y estar\u00eda disponible tanto para los anunciantes a trav\u00e9s de su DSP como para los editores, a trav\u00e9s de APS. <\/p>\n","protected":false},"author":29,"featured_media":127663,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2223,175],"class_list":["post-127661","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-amazon","tag-inversion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n<\/title>\n<meta name=\"description\" content=\"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=127661\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n\" \/>\n<meta property=\"og:description\" content=\"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=127661\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-01T07:41:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-02T07:50:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace\",\"datePublished\":\"2021-06-01T07:41:47+00:00\",\"dateModified\":\"2021-06-02T07:50:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661\"},\"wordCount\":440,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/amazon-creara-identificador.jpg\",\"keywords\":[\"amazon\",\"inversi\u00f3n publicitaria\"],\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=127661\",\"name\":\"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/amazon-creara-identificador.jpg\",\"datePublished\":\"2021-06-01T07:41:47+00:00\",\"dateModified\":\"2021-06-02T07:50:12+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=127661\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/amazon-creara-identificador.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/amazon-creara-identificador.jpg\",\"width\":1140,\"height\":635,\"caption\":\"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=127661#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n","description":"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=127661","og_locale":"es_ES","og_type":"article","og_title":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n","og_description":"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.","og_url":"https:\/\/ipmark.com\/?p=127661","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2021-06-01T07:41:47+00:00","article_modified_time":"2021-06-02T07:50:12+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=127661#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=127661"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace","datePublished":"2021-06-01T07:41:47+00:00","dateModified":"2021-06-02T07:50:12+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=127661"},"wordCount":440,"image":{"@id":"https:\/\/ipmark.com\/?p=127661#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg","keywords":["amazon","inversi\u00f3n publicitaria"],"articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=127661","url":"https:\/\/ipmark.com\/?p=127661","name":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=127661#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=127661#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg","datePublished":"2021-06-01T07:41:47+00:00","dateModified":"2021-06-02T07:50:12+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"Fuentes de Amazon confirman el desarrollo de un identificador, que funcionar\u00eda \u00fanicamente en su ecosistema publicitario.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=127661#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=127661"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=127661#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/amazon-creara-identificador.jpg","width":1140,"height":635,"caption":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=127661#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Amazon crear\u00e1 un identificador para impulsar la inversi\u00f3n en el marketplace"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/127661","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=127661"}],"version-history":[{"count":0,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/127661\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/127663"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=127661"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=127661"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=127661"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}