{"id":146032,"date":"2022-02-17T13:22:16","date_gmt":"2022-02-17T12:22:16","guid":{"rendered":"https:\/\/ipmark.com\/?p=146032"},"modified":"2022-02-17T16:04:52","modified_gmt":"2022-02-17T15:04:52","slug":"the-trade-desk-sale-de-open-bidding","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=146032","title":{"rendered":"The Trade Desk sale de Open Bidding y lanza nueva soluci\u00f3n"},"content":{"rendered":"<p><strong>The Trade Desk toma nuevas posiciones en el sector de la publicidad program\u00e1tica. La firma de ad-tech ha anunciado su salida definitiva de la puja abierta de Google (Google Open Bidding), tras haber presentado una herramienta que, asegura, permitir\u00e1 a los anunciantes tener una visi\u00f3n m\u00e1s clara de las impresiones publicitarias que se generan en las p\u00e1ginas donde se muestran sus anuncios.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\"><strong>OpenPath<\/strong>, el nombre de esta nueva soluci\u00f3n, permite a los editores integrarse de forma directa con el DSP de la compa\u00f1\u00eda para que los anunciantes puedan tener acceso directo al inventario de los primeros. Estos \u00faltimos, grandes medios editoriales, entre los que se encuentran<strong> The Washington Post, Reuters, Cond\u00e9 Nast o Hearts.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esta mayor conexi\u00f3n ofrecer\u00e1 a los responsables de marketing disponer de una visi\u00f3n m\u00e1s clara de las impresiones publicitarias que se generan en las p\u00e1ginas donde se muestran sus anuncios. De acuerdo con <strong>Jeff Green<\/strong>, CEO de<strong> The Trade Desk<\/strong>, la herramienta ayudar\u00e1 a \u201cpromocionar una competici\u00f3n de precios menos opaca mientras se maximiza el valor de todas las partes\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El lanzamiento de esta nueva soluci\u00f3n ha venido acompa\u00f1ado de otro anuncio: <strong>la retirada del DSP en Google Open Bidding el pr\u00f3ximo 15 de abril<\/strong>, aunque este<strong> seguir\u00e1 comprando inventario a trav\u00e9s del Ad Exchange del buscador.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan la compa\u00f1\u00eda, ambas decisiones son fruto de su objetivo de ayudar a reducir la presencia de aquellos operadores \u201copacos\u201d\u00a0 y sesgados de la cadena program\u00e1tica y que sirven para favorecer a los jardines amurallados. Una misi\u00f3n que comparten con la Asociaci\u00f3n Nacional de Anunciantes de Estados Unidos (ANA), que se encuentra tramitando una<strong> investigaci\u00f3n sobre la publicidad program\u00e1tica<\/strong> junto con la firma de investigaci\u00f3n Kroll, la consultora PwC y el organismo TAG TrustNet.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El estudio, pensado para entender realmente lo que pagan los anunciantes en la compra program\u00e1tica de medios digitales, se dividir\u00e1 en dos partes. La primera, prevista para este a\u00f1o, analizar\u00e1 la web abierta, y la segunda, fechada para 2023, las grandes plataformas sociales.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>OpenPath es la nueva soluci\u00f3n de The Trade Desk, que permite a los anunciantes acceder al inventario de editores premium como Cond\u00e9 Nast, Reuters o The Washington Post. <\/p>\n","protected":false},"author":29,"featured_media":146045,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[324,2341],"class_list":["post-146032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-compra-programatica","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Trade Desk sale de Open Bidding 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