{"id":160770,"date":"2022-10-13T13:25:55","date_gmt":"2022-10-13T11:25:55","guid":{"rendered":"https:\/\/ipmark.com\/?p=160770"},"modified":"2022-10-13T16:43:06","modified_gmt":"2022-10-13T14:43:06","slug":"google-crea-pair-para-asociar-datos-first-party","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=160770","title":{"rendered":"Google crea PAIR para asociar datos first-party entre marcas y editores"},"content":{"rendered":"<p><strong>Conscientes de la importancia que cada vez tiene para m\u00e1s marcas los datos de primera parte, los esfuerzos de inversi\u00f3n de Google caminan hacia el desarrollo de nuevas soluciones que permitan a agencias y anunciantes aprovechar el potencial de este tipo de datos ante el futuro ecosistema cookieless.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El \u00faltimo lanzamiento anunciado por la compa\u00f1\u00eda tecnol\u00f3gica a este respecto es PAIR, acr\u00f3nimo de Reconciliaci\u00f3n de Identidad de Editor y Anunciante, un producto similar a la tecnolog\u00eda data clean-room que marcas y editores pueden aprovechar para asociar audiencias de first-party data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La soluci\u00f3n, disponible a trav\u00e9s del DSP de Google, Google DV360, posibilita en concreto <strong>que una marca pueda asociar los datos de sus clientes, encriptarlos y emparejarlos con los datos de primera parte de un editor.<\/strong> De momento, la se\u00f1al asociada es el email de los usuarios, pero se espera que en un futuro puedan encriptar otro tipo de datos como n\u00fameros de tel\u00e9fono.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El objetivo de la herramienta es ayudar a las marcas a alcanzar usuarios conocidos, como compradores fieles, que se concentran en la p\u00e1gina de un publisher. Seg\u00fan ha explicado<strong> Dan Taylor<\/strong>, vicepresidente de anuncios global de <strong>Google<\/strong>, con PIAR \u201clos anunciantes y editores mantienen la propiedad de los datos, y <strong>no hay posibilidad de crear un perfil a trav\u00e9s de varias p\u00e1ginas y editores\u201d.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">A diferencia de Google Customer Match, <strong>PAIR asocia los datos con cualquier editor y se puede emplear con un SSP<\/strong>. A este respecto el objetivo es que la herramienta pueda utilizarse en cualquier plataforma del lado del vendedor, y <strong>que la asociaci\u00f3n sea tarea de compa\u00f1\u00edas externas como InfoSum, LiveRamp y Habu<\/strong> &#8211; acuerdo que se materializar\u00e1 a mediados de 2023-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Taylor ha recordado que esta nueva soluci\u00f3n forma parte del conjunto de herramientas de first-party data que Google est\u00e1 desarrollando y que viene a complementar las funciones de las soluciones de Privacy Sandbox. Porque tal y como ha se\u00f1alado el vicepresidente de anuncios global de la firma estadounidense, el marketing del futuro contar\u00e1 con m\u00e1s facetas frente a la dependencia \u00fanica hasta ahora de las cookies de terceros.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aunque no han anunciado una fecha, prev\u00e9n que PIAR est\u00e9 disponible a nivel global en 2023.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soluci\u00f3n, disponible a trav\u00e9s de Google DV360, permite que una marca pueda asociar los datos de sus clientes, encriptarlos y emparejarlos con los datos de primera parte de un editor.<\/p>\n","protected":false},"author":29,"featured_media":160774,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[554,2226,34],"class_list":["post-160770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-google","tag-marcas","tag-medios-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google crea PAIR para asociar datos first-party entre marcas y editores<\/title>\n<meta name=\"description\" content=\"Google PAIR permite que una marca pueda asociar los datos de sus clientes con los datos de primera parte de un editor, de forma encriptada.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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