{"id":136457,"date":"2021-10-22T13:11:08","date_gmt":"2021-10-22T11:11:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=136457"},"modified":"2021-10-22T13:11:08","modified_gmt":"2021-10-22T11:11:08","slug":"comscore-lanza-una-nueva-metodologia-de-medicion-para-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=136457","title":{"rendered":"Comscore lanza una nueva metodolog\u00eda de medici\u00f3n para Espa\u00f1a"},"content":{"rendered":"

Respondiendo al cambiante panorama de la privacidad y su impacto sobre las tecnolog\u00edas de medici\u00f3n, el cambio de metodolog\u00eda permitir\u00e1 abandonar el uso de cookies de tercera parte y asegurar una soluci\u00f3n de medici\u00f3n completa y estable<\/strong> que se apoye en datos de primera parte en un entorno colaborativo entre los distintos actores digitales, locales e internacionales.<\/p>\n

La nueva metodolog\u00eda de Comscore es coherente con las directrices metodol\u00f3gicas propuestas recientemente por la WFA -World Federation of Advertisers-<\/strong> y arranca de los pilares de la soluci\u00f3n de medici\u00f3n actual, con sus paneles, su infraestructura de etiquetado y los acuerdos de colaboraci\u00f3n con grandes operadores digitales, trabajando en colaboraci\u00f3n con todos los actores del mercado digital para preparar a lo largo de 2022 su puesta en marcha en 2023.<\/p>\n

Mientras se despliega la nueva soluci\u00f3n, los datos Comscore seguir\u00e1n produci\u00e9ndose con normalidad mediante la metodolog\u00eda actualmente en uso, si bien se realizar\u00e1 un proceso paralelo de tests con la nueva metodolog\u00eda<\/strong> a fin de asegurar la m\u00e1xima calidad antes de convertirse en el nuevo est\u00e1ndar.<\/p>\n

Comscore aplica a este proyecto la experiencia acumulada en proyectos similares como el actualmente en marcha con la estadounidense ANA -Association of National Advertisers- para la medici\u00f3n digital cross media en Estados Unidos. Localmente, en Espa\u00f1a Comscore se apoya en sus acuerdos de colaboraci\u00f3n con Kantar Media y Telef\u00f3nica.<\/p>\n

Este anuncio se produce tras varios m\u00e1s en el panorama internacional, incluida la\u00a0expansi\u00f3n a Espa\u00f1a de Predictive Audiences, la primera herramienta de targeting publicitario sin cookies<\/strong> y totalmente compatible con la legislaci\u00f3n europea. Recientemente, Comscore tambi\u00e9n ha presentado nuevas innovaciones en \u00e1reas como la medici\u00f3n de la TV<\/a>\u00a0conectada, que ya se ha lanzado en algunos mercados europeos.<\/p>\n","protected":false},"excerpt":{"rendered":"

Comscore dispondr\u00e1 de una nueva metodolog\u00eda de medici\u00f3n: PXM, Privacy-Preserving Cross-Media Audience Measurement, cuya puesta en marcha en Espa\u00f1a se desarrollar\u00e1 durante 2022 para convertirse en la metodolog\u00eda est\u00e1ndar en 2023. Este cambio forma parte de la\u00a0 expansi\u00f3n y fortalecimiento de la presencia internacional de Comscore en Europa.<\/p>\n","protected":false},"author":14,"featured_media":136461,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-136457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"\nComscore lanza una nueva metodolog\u00eda de medici\u00f3n para Espa\u00f1a - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Este cambio de metodolog\u00eda de medici\u00f3n digital permitir\u00e1 abandonar el uso de cookies de tercera parte.\" \/>\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=136457\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comscore lanza una nueva metodolog\u00eda de medici\u00f3n para Espa\u00f1a - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Este cambio de metodolog\u00eda de medici\u00f3n digital permitir\u00e1 abandonar el uso de cookies de tercera parte.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=136457\" \/>\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=\"2021-10-22T11:11:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/comscore-medicion-digital.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"694\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\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=136457#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=136457\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"Comscore lanza una nueva metodolog\u00eda de medici\u00f3n para Espa\u00f1a\",\"datePublished\":\"2021-10-22T11:11:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=136457\"},\"wordCount\":319,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=136457#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/comscore-medicion-digital.jpg\",\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=136457\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=136457\",\"name\":\"Comscore lanza una nueva metodolog\u00eda de medici\u00f3n para Espa\u00f1a - 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