{"id":167608,"date":"2023-02-06T12:10:54","date_gmt":"2023-02-06T11:10:54","guid":{"rendered":"https:\/\/ipmark.com\/?p=167608"},"modified":"2023-02-06T16:09:23","modified_gmt":"2023-02-06T15:09:23","slug":"adwatch-integra-herramienta-trustos-para-hacer-frente-fraude-digital","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=167608","title":{"rendered":"Adwatch integra la herramienta TrustOS para hacer frente al fraude digital"},"content":{"rendered":"<p><strong>La startup de certificaci\u00f3n de publicidad digital Adwatch ha alcanzado un acuerdo con Telef\u00f3nica Tech para integrar en su herramienta TrustOS, la soluci\u00f3n de certificaci\u00f3n basada en blockchain desarrollada por la segunda que garantiza frente a terceros la transparencia de las m\u00e9tricas de las campa\u00f1as de marketing digital.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Con el objetivo de avanzar en la lucha contra el fraude en publicidad digital, Adwatch ha informado del acuerdo alcanzado con Telef\u00f3nica Tech para incrementar la confianza y credibilidad de las m\u00e9tricas de audiencia de las campa\u00f1as de marketing digital que ofrece su producto de monitorizaci\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan explican ambas compa\u00f1\u00edas, la <strong>implementaci\u00f3n de tecnolog\u00edas como el blockchain ayudan al sector a hacer frente al fraude publicitario<\/strong>, ya que el origen se encuentra en la discrepancia entre los impactos de anuncios contratados y los efectivamente servidos, tanto por el volumen &#8211; no se ofrecen todos los anuncios contratados- como por las caracter\u00edsticas de los anuncios &#8211; alterados o impresos en condiciones diferentes de las contratadas-.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al integrar en la soluci\u00f3n de certificaci\u00f3n de Adwatch la herramienta TrustOS de Telef\u00f3nica Tech, ambas firmas<strong> impulsan la creaci\u00f3n de un sello independiente de calidad que garantiza frente a terceros la transparencia de las m\u00e9tricas de las campa\u00f1as de marketing digital.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con este sello, tanto agencias como editores y anunciantes dotan en tiempo real a las m\u00e9tricas de la misma capacidad probatoria que tendr\u00edan si estuviesen emitidas por un prestador de servicios cualificados de confianza en el marco del reglamento eIDAS de la Uni\u00f3n Europea, que regula la identificaci\u00f3n electr\u00f3nica y los servicios de confianza en las transacciones electr\u00f3nicas realizadas entre ciudadanos y empresas en el mercado interior, informan.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLa tecnolog\u00eda blockchain permite ofrecer a nuestros clientes datos acreditados de audiencia de sus campa\u00f1as, lo que les va a permitir tomar decisiones m\u00e1s inteligentes sobre la aplicaci\u00f3n de su presupuesto publicitario\u201d, ha explicado <strong>Marta Belmonte<\/strong>, responsable de nuevos productos para publicidad digital en<strong> Telef\u00f3nica Tech<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan se\u00f1alan ambas compa\u00f1\u00edas, este servicio <strong>permite a los anunciantes incrementar el impacto de sus campa\u00f1as en un 20% dedicando el mismo presupuesto.<\/strong> Y contribuye, adem\u00e1s, a reducir la huella de carbono, ya que el aumento de la eficiencia de las campa\u00f1as publicitarias hace que las empresas necesiten contratar menos impresiones para tener el mismo impacto.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La firma de certificaci\u00f3n de publicidad digital incorpora la soluci\u00f3n de Telef\u00f3nica Tech para lanzar un sello que certifique en tiempo real las m\u00e9tricas de una campa\u00f1a digital. <\/p>\n","protected":false},"author":29,"featured_media":167610,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341,50],"class_list":["post-167608","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adwatch integra la herramienta TrustOS para hacer frente al fraude digital<\/title>\n<meta name=\"description\" content=\"Adwatch incorpora la soluci\u00f3n de Telef\u00f3nica Tech para lanzar un sello que certifique en tiempo real las m\u00e9tricas de una campa\u00f1a digital.\" \/>\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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