{"id":145278,"date":"2022-02-09T13:47:15","date_gmt":"2022-02-09T12:47:15","guid":{"rendered":"https:\/\/ipmark.com\/?p=145278"},"modified":"2022-02-09T14:32:35","modified_gmt":"2022-02-09T13:32:35","slug":"crece-inversion-datos-de-tercera-parte","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=145278","title":{"rendered":"Crece la inversi\u00f3n en datos de tercera parte a pesar de su final"},"content":{"rendered":"<p><strong>A la hora de pensar en c\u00f3mo ser\u00e1 un ecosistema digital m\u00e1s privado y con la cookie de tercera parte ya enterrada, cada vez son m\u00e1s los actores de la industria publicitaria que consideran que la medici\u00f3n de campa\u00f1a ya no ser\u00e1 la misma. Sin embargo, son pocos los que saben acerca de las soluciones que operadores de la industria como Google, The Trade Desk o incluso la IAB est\u00e1n desarrollando para continuar con una de las principales ventajas del marketing digital.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los datos recogidos por IAB en su estudio <em>State of Data<\/em>, cerca de un<strong> 60% de l\u00edderes de la industria espera que la medici\u00f3n de campa\u00f1as publicitarias se vea afectada por la p\u00e9rdida de cookies y\/o identificadores de tercera parte.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pero<strong> solo un 46% conoce las diferentes soluciones que est\u00e1 desarrollando Google en Privacy Sandbox<\/strong>. O que un 15% de las compa\u00f1\u00edas aprovechan el SDK de medici\u00f3n abierta de la IAB para comprobar las se\u00f1ales de SDK en las peticiones de puja &#8211; y que posibilita medir v\u00eddeo y aplicaciones-.\u00a0<\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"15252c05-cbe8-4572-b37e-5362c2f437b2\" data-type=\"interactive\" data-title=\"GOOGLE PRIVACY SANDBOX \"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<p><span style=\"font-weight: 400;\">El estudio tambi\u00e9n informa de la falsa seguridad que comparten marcas, agencias, publishers e incluso proveedores de ad-tech sobre su preparaci\u00f3n para un ecosistema <em>cookieless<\/em>. Aunque un 77% de estos se\u00f1ala que lo est\u00e1 (15% m\u00e1s que en 2021), la mayor\u00eda no est\u00e1 realizando las acciones necesarias para adaptar sus estrategias de datos y operaciones a este futuro inmediato.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A este respecto, <strong>un 69% no ha incrementado el uso de Inteligencia Artificial (IA)<\/strong>; un<strong> 66% no ha adaptado su estrategia de medici\u00f3n<\/strong>; y <strong>un 59% no est\u00e1 elevando su inversi\u00f3n en la captaci\u00f3n de datos de primera parte<\/strong>. Sobre este \u00faltimo punto, se descubre que <strong>en el \u00faltimo a\u00f1o ha aumentado la inversi\u00f3n en datos de tercera parte un 8,1%, m\u00e1s del doble que el aumento experimentado en 2020.\u00a0<\/strong><\/span><\/p>\n<div class=\"infogram-embed\" data-id=\"17c8ea5c-090f-4f2c-b979-ebfba802723f\" data-type=\"interactive\" data-title=\"INVERSI\u00d3N DATOS DE TERCERA PARTE\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<div class=\"infogram-embed\" data-id=\"478c822c-bfe9-45fa-8189-d4d5bdcca44b\" data-type=\"interactive\" data-title=\"PREPARACI\u00d3N ANTE LA DESAPARICI\u00d3N DE LA COOKIE DE TERCEROS\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<h2><span style=\"font-weight: 400;\">Impacto econ\u00f3mico del ecosistema cookieless<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En su informe, IAB advierte del alto impacto econ\u00f3mico que puede tener la falta de preparaci\u00f3n para este futuro ecosistema y que puede ocasionar la p\u00e9rdida grave de la medici\u00f3n conocida hasta ahora.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLa industria corre el riesgo de perder 10.000 millones de d\u00f3lares en ventas anuales sin un plan serio de qu\u00e9 va a ocurrir cuando todo el mundo est\u00e9 a oscuras\u201d, ha se\u00f1alado<strong> Angelina Eng<\/strong>, vicepresidenta de medici\u00f3n y atribuci\u00f3n de Programmatic+Data de <strong>IAB<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se suma una<strong> mayor presi\u00f3n de los costes publicitarios<\/strong>. Seg\u00fan las previsiones del organismo, el coste de mantener los ROAS\/CAC\/CPMs de campa\u00f1a puede pasar <strong>del 29% a m\u00e1s de un 200%.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">De los resultados del informe, se observa una falta de preocupaci\u00f3n a este respecto. Preguntados acerca de c\u00f3mo afectar\u00e1 la desaparici\u00f3n de la cookie de tercera parte a los ingresos, un 68% de encuestados no se muestra inquieto. Porcentaje que se eleva al 73% entre los que piensan que no afectar\u00e1 tampoco al equity, recursos y flujo de caja. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un 60% de actores de la industria del marketing digital considera que la desaparici\u00f3n de la cookie de terceros impactar\u00e1 en la medici\u00f3n. Sin embargo, marcas, agencias y publishers contin\u00faan invirtiendo en esta tecnolog\u00eda con fecha de caducidad. <\/p>\n","protected":false},"author":29,"featured_media":145284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[554,50],"class_list":["post-145278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-google","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Crece la inversi\u00f3n en datos de tercera parte a pesar de su final<\/title>\n<meta name=\"description\" content=\"Un 60% de actores de la industria del marketing digital considera que la desaparici\u00f3n de la cookie de terceros impactar\u00e1 en la medici\u00f3n.\" \/>\n<meta name=\"robots\" content=\"index, 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