{"id":163341,"date":"2022-11-17T11:19:11","date_gmt":"2022-11-17T10:19:11","guid":{"rendered":"https:\/\/ipmark.com\/?p=163341"},"modified":"2022-11-17T15:25:08","modified_gmt":"2022-11-17T14:25:08","slug":"bloomberg-media-abandonara-mercado-abierto-programatico","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=163341","title":{"rendered":"Bloomberg Media abandonar\u00e1 en 2023 el mercado abierto program\u00e1tico"},"content":{"rendered":"<p><strong>Bloomberg Media renuncia al mercado abierto program\u00e1tico. El grupo editorial dejar\u00e1 de mostrar anuncios display procedentes de terceros tanto en su web como en su app m\u00f3vil a partir del 1 de enero de 2023, y centrar\u00e1 su modelo de comercializaci\u00f3n en la venta directa.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado <strong>Scott Havens<\/strong>, CEO de <strong>Bloomberg Media<\/strong>, la decisi\u00f3n de retirar su inventario del mercado abierto program\u00e1tico responde al objetivo de la compa\u00f1\u00eda por mejorar la experiencia de usuario.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSi haces un buen producto y la gente disfruta de la experiencia, es m\u00e1s probable que se quede como consumidor. Las empresas editoriales no hemos cuidado ese aspecto tanto como deber\u00edamos\u201d, ha indicado.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Havens, a d\u00eda de hoy<strong> solo un 5% de los anuncios que se muestran en las propiedades de Bloomberg proceden de la publicidad program\u00e1tica<\/strong>, pero son conscientes de que esta decisi\u00f3n implica un menor volumen de ingresos para la compa\u00f1\u00eda en el corto plazo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La idea es, por tanto, centrarse en las ganancias a largo plazo. Seg\u00fan el estudio previo realizado por el publisher, la experiencia que obtendr\u00e1 el usuario al consumir contenido con menos anuncios animar\u00e1 a los lectores a volver de forma m\u00e1s frecuente y consumir m\u00e1s contenido, pudiendo<strong> elevar el n\u00famero actual de suscriptores.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Asimismo, el espacio que quede libre ser\u00e1 aprovechado por la compa\u00f1\u00eda para promocionar productos propios, como newsletters, podcasts, eventos y programaci\u00f3n de televisi\u00f3n. Como parte de la decisi\u00f3n, tambi\u00e9n dejar\u00e1 de trabajar con los proveedores que colocan anuncios y dirigen tr\u00e1fico fuera de sus propiedades.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La compa\u00f1\u00eda editorial dejar\u00e1 de mostrar anuncios display procedentes de terceros en su web y app a partir del 1 de enero de 2023, con el objetivo de mejorar la experiencia de usuario. <\/p>\n","protected":false},"author":29,"featured_media":163345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[76],"class_list":["post-163341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-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>Bloomberg Media abandonar\u00e1 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