{"id":130557,"date":"2021-07-09T12:02:14","date_gmt":"2021-07-09T10:02:14","guid":{"rendered":"https:\/\/ipmark.com\/?p=130557"},"modified":"2021-07-09T14:39:10","modified_gmt":"2021-07-09T12:39:10","slug":"omg-anima-anunciantes-y-publishers-a-apostar-por-unified-id-20","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=130557","title":{"rendered":"OMG anima a anunciantes y publishers a apostar por Unified ID 2.0"},"content":{"rendered":"<p><strong>La divisi\u00f3n de medios de Omnicom, Omnicom Media Group (OMG) ha anunciado su intenci\u00f3n de apoyar el identificador Unified ID 2.0 de The Trade Desk y recomendar su uso por parte de anunciantes y editores asociados, con el objetivo de impulsar el empleo de esta tecnolog\u00eda alternativa de la cookie de terceros.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha podido saber el medio brit\u00e1nico Digiday, la compa\u00f1\u00eda est\u00e1 recomendado a sus clientes el uso de esta alternativa, que desde comienzos de a\u00f1o es una soluci\u00f3n de c\u00f3digo abierto, al haber compartido The Trade Desk el c\u00f3digo de Unified ID 2.0 con IAB Tech Lab.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cDada nuestra posici\u00f3n en el ecosistema, no estamos para decirle a los anunciantes que s\u00f3lo utilicen una \u00fanica soluci\u00f3n, pero creemos en UID 2.0 y animaremos a nuestros editores asociados a que lo adopten\u201d, ha explicado <strong>Megan Pagliuca<\/strong>, <em>chief activation officer<\/em> de OMG.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En concreto, la divisi\u00f3n de medios del grupo<strong> incorporar\u00e1 esta tecnolog\u00eda a su plataforma de datos Omni<\/strong>. Dos han sido las razones de dicha inclusi\u00f3n: <strong>una mejor experiencia de usuario<\/strong> &#8211; puesto que los visitantes no tendr\u00e1n que aceptar continuamente el empleo de cookies- ; y para los anunciantes, proporcionar\u00e1 una se\u00f1al de alta fidelidad en la web abierta y en el ecosistema de aplicaciones abierto para la <strong>personalizaci\u00f3n de las campa\u00f1as<\/strong> en este terreno.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En este sentido, aunque admite que plataformas como Youtube o Facebook puedan ofrecer la puesta en marcha de campa\u00f1as similares al <em>one-to-one<\/em>, Pagliuca ha recordado que, como <em>walled gardens<\/em>, esto solo ser\u00e1 posible dentro de sus plataformas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde la compa\u00f1\u00eda son conscientes de la necesidad de sumar estrategias y tecnolog\u00edas alternativas y, de hecho, prev\u00e9n la inclusi\u00f3n de otras opciones en su plataforma de datos. No obstante, \u201cpara que forme parte del puzzle y tenga impacto para los anunciantes, no necesariamente Unified ID 2.0 tiene que tener una adopci\u00f3n amplia por parte de la industria, pero s\u00ed <strong>queremos ver una mayor adopci\u00f3n de la que tenemos hoy d\u00eda<\/strong>\u201d, se\u00f1ala.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta iniciativa llega poco tiempo despu\u00e9s de que Google anunciara el<a href=\"https:\/\/ipmark.com\/google-retrasa-a-2023-retirada-cookie-de-terceros-en-chrome\/\" target=\"_blank\" rel=\"noopener noreferrer\"> retraso de la retirada de la cookie de terceros en Chrome, de 2022 a 2023<\/a>. Un a\u00f1o m\u00e1s para que los anunciantes adapten sus estrategias al futuro cookieless.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Omnicom Media Group se convertir\u00eda, as\u00ed, en el primer grupo de medios de una empresa holding en respaldar p\u00fablicamente una soluci\u00f3n de identificaci\u00f3n posterior a las cookies, UID 2.0.<\/p>\n","protected":false},"author":29,"featured_media":130560,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2158],"class_list":["post-130557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-agencias-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>OMG anima a anunciantes y publishers a apostar por Unified ID 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