{"id":154270,"date":"2022-06-13T14:13:48","date_gmt":"2022-06-13T12:13:48","guid":{"rendered":"https:\/\/ipmark.com\/?p=154270"},"modified":"2022-06-13T14:13:48","modified_gmt":"2022-06-13T12:13:48","slug":"entorno-cookieless-medicion-multicanal-preocupaciones-profesionales","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=154270","title":{"rendered":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales"},"content":{"rendered":"<p><strong>Las soluciones respetuosas con la privacidad en un entorno <em>cookieless<\/em> o la disminuci\u00f3n de la capacidad para medir la eficacia de las campa\u00f1as son algunas de las principales preocupaciones de los profesionales del marketing, seg\u00fan el Informe de Mercado 2022 de Mediaocean.\u00a0<\/strong><\/p>\n<p>En este estudio, se han encuestado a m\u00e1s de\u00a0<strong>600 profesionales<\/strong>, analizando los principales retos a los que se enfrenta la industria digital. Algunas de las conclusiones vertidas est\u00e1 en que un\u00a0<strong>26% cree que las mediciones basadas en m\u00e9todos que no se sirvan de\u00a0<em>cookies<\/em>\u00a0<\/strong>ser\u00e1 la innovaci\u00f3n tecnol\u00f3gica que m\u00e1s impacto tendr\u00e1 en la publicidad de este a\u00f1o.<\/p>\n<p>Por otra parte, el\u00a0<strong>22% de los encuestados<\/strong> cree que las mejoras en la planificaci\u00f3n y ejecuci\u00f3n integrada de medios har\u00e1n que las\u00a0<strong>campa\u00f1as sean m\u00e1s eficaces<\/strong>.<\/p>\n<h2>Preocupaciones del sector<\/h2>\n<p>Seg\u00fan un\u00a0<strong>24% de los participantes\u00a0<\/strong>se\u00f1ala como preocupaci\u00f3n principal la disminuci\u00f3n de la capacidad de medir al eficacia de las campa\u00f1as en las plataformas tecnol\u00f3gicas y la web abierta. Otro 21% se refiere a la \u00abretenci\u00f3n del talento y el acceso a conocimientos especializados\u00bb. Y para un 16% es la\u00a0<strong>\u00abfalta de preparaci\u00f3n para un futuro sin\u00a0<em>cookies<\/em>\u00ab.\u00a0<\/strong><\/p>\n<p>En el informe se revela c\u00f3mo la\u00a0<strong>industria publicitaria sigue invirtiendo en los medios digitales.\u00a0<\/strong>De esta forma, se prev\u00e9 que la inversi\u00f3n publicitaria en TV Conectada aumente hasta un 60%, mientras que los formatos\u00a0<em>display<\/em> y v\u00eddeo lo har\u00e1n en un 70%.\u00a0Un 72% de los encuestados\u00a0<strong>planea aumentar su presupuesto en ellas este a\u00f1o.\u00a0<\/strong><\/p>\n<p>Respecto a cu\u00e1les consideran que son los mayores retos para mejorar la ejecuci\u00f3n de campa\u00f1as en redes sociales, se produjo un resultado similar del 33%, entre la\u00a0<strong>implementaci\u00f3n de mejores herramientas para producir y ejecutar las creatividades<\/strong>, por un lado, la\u00a0<strong>resoluci\u00f3n de identidad digital en todas las redes sociales<\/strong>, por otro.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital. <\/p>\n","protected":false},"author":6924,"featured_media":154298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[],"class_list":["post-154270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales<\/title>\n<meta name=\"description\" content=\"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.\" \/>\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=154270\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales\" \/>\n<meta property=\"og:description\" content=\"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=154270\" \/>\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=\"2022-06-13T12:13:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura Briones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Briones\" \/>\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=154270#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270\"},\"author\":{\"name\":\"Laura Briones\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"headline\":\"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales\",\"datePublished\":\"2022-06-13T12:13:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270\"},\"wordCount\":333,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/sajfkih.jpg\",\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=154270\",\"name\":\"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/sajfkih.jpg\",\"datePublished\":\"2022-06-13T12:13:48+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\"},\"description\":\"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=154270\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/sajfkih.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/sajfkih.jpg\",\"width\":1140,\"height\":635},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=154270#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/652f2bdeb4e0366fca3bdc6e488f009a\",\"name\":\"Laura Briones\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g\",\"caption\":\"Laura Briones\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=6924\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales","description":"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=154270","og_locale":"es_ES","og_type":"article","og_title":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales","og_description":"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.","og_url":"https:\/\/ipmark.com\/?p=154270","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2022-06-13T12:13:48+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg","type":"image\/jpeg"}],"author":"Laura Briones","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Laura Briones","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=154270#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=154270"},"author":{"name":"Laura Briones","@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a"},"headline":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales","datePublished":"2022-06-13T12:13:48+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=154270"},"wordCount":333,"image":{"@id":"https:\/\/ipmark.com\/?p=154270#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg","articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=154270","url":"https:\/\/ipmark.com\/?p=154270","name":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=154270#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=154270#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg","datePublished":"2022-06-13T12:13:48+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a"},"description":"En este estudio de Mediaocean se han encuestado a m\u00e1s de 600 profesionales tras analizar los principales retos de la industria digital.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=154270#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=154270"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=154270#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/sajfkih.jpg","width":1140,"height":635},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=154270#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"El entorno cookieless o la medici\u00f3n multicanal, principales preocupaciones de los profesionales"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/652f2bdeb4e0366fca3bdc6e488f009a","name":"Laura Briones","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d63a05f45de92ccad406f391f6670a73537ae80855c8927c8ea5fef1cd5feee2?s=96&d=mm&r=g","caption":"Laura Briones"},"url":"https:\/\/ipmark.com\/?author=6924"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/154270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/6924"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=154270"}],"version-history":[{"count":2,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/154270\/revisions"}],"predecessor-version":[{"id":154308,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/154270\/revisions\/154308"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/154298"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=154270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=154270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=154270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}