{"id":134354,"date":"2021-09-24T12:38:17","date_gmt":"2021-09-24T10:38:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=134354"},"modified":"2021-09-24T14:07:13","modified_gmt":"2021-09-24T12:07:13","slug":"nueva-guia-iab-tech-lab-para-segmentacion-ctv-podcasts","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=134354","title":{"rendered":"Nueva gu\u00eda de IAB Tech Lab para la segmentaci\u00f3n en CTV y podcasts"},"content":{"rendered":"<p><strong>IAB Tech Lab ha anunciado la actualizaci\u00f3n de la estructura Content Taxonomy 3.0 para apoyar la compra contextual en televisi\u00f3n conectada (CTV), expandir la categor\u00eda de noticias y, en general, permitir a agencias y anunciantes usar un lenguaje comprensible para todo el ecosistema publicitario a la hora de segmentar y categorizar contenido.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El nuevo est\u00e1ndar, que estar\u00e1 abierto a opini\u00f3n p\u00fablica hasta el pr\u00f3ximo 22 de octubre, proporciona un conjunto mejorado de categor\u00edas y vectores que ayuden a la <strong>compra de espacio publicitario en CTV\/V\u00eddeo, podcasts, juegos y aplicaciones m\u00f3viles.<\/strong> Adem\u00e1s, incluye<strong> nuevas actualizaciones para describir y monetizar mejor el contenido de noticias<\/strong> e informaci\u00f3n mejorada sobre su uso en varios contextos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado <strong>Amit Shetty<\/strong>, vicepresidente de<em> programmatic, products &amp; partnership<\/em> de <strong>IAB Tech Lab<\/strong>, tres han sido los factores que han motivado a la organizaci\u00f3n a lanzar esta gu\u00eda. El primero, el auge de la publicidad CTV. \u201cQueremos proporcionar v\u00edas consistentes a los anunciantes que eligen usar la segmentaci\u00f3n contextual en la compra de CTV\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El segundo, \u201clas actualizaciones de privacidad como la desaparici\u00f3n de la cookie de terceros y los cambios de Apple en IDFA, que est\u00e1 incrementando el inter\u00e9s del uso de la segmentaci\u00f3n contextual\u201d. Y, por \u00faltimo, \u201cla importancia de apoyar a los editores y ayudar a los compradores a sentirse m\u00e1s c\u00f3modos con la compra de contenido editorial\u201d, explica Shetty.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Novedades de Content Taxonomy 3.0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Entre las novedades introducidas en la gu\u00eda destaca que por primera vez, tanto compradores como vendedores de CTV puedan aprovechar la gu\u00eda de <strong>taxonom\u00eda de contenido de IAB para la publicidad contextual<\/strong>, ya que se han incorporado el nuevo \u2018g\u00e9nero de entretenimiento\u2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se han a\u00f1adido<strong> nuevos vectores para dar a los anunciantes m\u00e1s informaci\u00f3n sobre el tipo de contenido editorial que est\u00e1n publicitando<\/strong>. As\u00ed, el vector \u2018Objetivo del contenido\u2019 incluye noticias, opiniones, editoriales y rese\u00f1as, entre otros, y ha desaparecido la categor\u00eda de \u2018Pol\u00edtica y Noticias\u2019.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las nuevas categor\u00edas tambi\u00e9n aparecen los <strong>podcasts, los juegos y las aplicaciones m\u00f3viles<\/strong>. A este respecto, se han incorporado mapas de las categor\u00edas que soportan la mayor parte de las plataformas que operan en cada \u00e1mbito.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La nueva actualizaci\u00f3n de Content Taxonomy 3.0 proporciona un conjunto mejorado de categor\u00edas y vectores que ayuden a la compra de espacio publicitario en CTV\/V\u00eddeo, podcasts, juegos y aplicaciones m\u00f3viles.<\/p>\n","protected":false},"author":29,"featured_media":134365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[175],"class_list":["post-134354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inversion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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