{"id":152415,"date":"2022-05-17T12:49:21","date_gmt":"2022-05-17T10:49:21","guid":{"rendered":"https:\/\/ipmark.com\/?p=152415"},"modified":"2022-05-17T12:49:21","modified_gmt":"2022-05-17T10:49:21","slug":"la-auditoria-de-ojd-valida-y-oficializa-los-datos-de-gfk-dam","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=152415","title":{"rendered":"La auditor\u00eda de OJD valida y oficializa los datos de GfK DAM"},"content":{"rendered":"<p>El anuncio llega de la mano de la Comisi\u00f3n de Seguimiento de la Medici\u00f3n de Audiencias Digitales en Espa\u00f1a,\u00a0 tras decidirse el pasado mes de enero, ante los primeros datos publicados por GfK DAM\u00a0 como medidor recomendado por la industria publicitaria, el <a href=\"https:\/\/ipmark.com\/la-comision-de-seguimiento-de-la-medicion-de-audiencias-digitales-y-gfk-acuerdan-una-auditoria-del-panel\/\">establecimiento de una auditor\u00eda del panel que da soporte a su herramienta<\/a>. La Comisi\u00f3n de Seguimiento (CS) est\u00e1 integrada por la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (aea), la Asociaci\u00f3n para la Investigaci\u00f3n de los Medios de Comunicaci\u00f3n (AIMC) y el Interactive Advertising Bureau Spain (IAB Spain).<\/p>\n<p>De acuerdo con el comunicado lanzado la CS, la validaci\u00f3n y oficializaci\u00f3n de estos datos \u00abest\u00e1 <strong>fundamentada en los resultados de dicha auditor\u00eda y de este modo se garantiza al mercado la calidad de la medici\u00f3n y la m\u00e1xima transparencia, confiabilidad y rigor del proceso<\/strong>\u00ab.<\/p>\n<h3>Ajustes y nuevas auditor\u00edas<\/h3>\n<p>En el mismo texto se recoge que \u00abla CS es consciente de que <strong>el estudio tiene que continuar haciendo ajustes, de acuerdo con el pliego de condiciones y con los criterios de la CS<\/strong>. Para ello trabajar\u00e1 con GfK de forma continuada marcando las prioridades y plazos. La CS ha valorado la importancia de que el mercado pueda ya contar con un dato oficial. As\u00ed, continuar\u00e1 con el trabajo de control del cumplimiento de todos los t\u00e9rminos comprometidos por el medidor y <strong>priorizar\u00e1 y marcar\u00e1 una hoja de ruta en la que se incorporar\u00e1n, sucesivamente, las mejoras<\/strong> y se realizar\u00e1n los informes que se consideren necesarios.<\/p>\n<blockquote><p>La CS ha valorado la importancia de que el mercado pueda ya contar con un dato oficial<\/p><\/blockquote>\n<p>Igualmente, se ir\u00e1n llevando a cabo <strong>nuevas auditor\u00edas<\/strong> que certifiquen todo lo anterior. \u00abEsta ha sido la inicial, pero tendr\u00e1 continuidad\u00bb, se\u00f1alan.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tras  los  resultados  de  la  auditor\u00eda  realizada  por  el  auditor  OJD  junto  con  el departamento de Econom\u00eda de la Universidad Complutense de Madrid (UCM), al panel que da soporte a la herramienta de medici\u00f3n de audiencias digitales GfK DAM, valida y oficializa los datos aportados por dicha herramienta.<\/p>\n","protected":false},"author":14,"featured_media":152426,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-152415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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