{"id":168291,"date":"2023-02-15T15:27:55","date_gmt":"2023-02-15T14:27:55","guid":{"rendered":"https:\/\/ipmark.com\/?p=168291"},"modified":"2023-02-15T16:53:58","modified_gmt":"2023-02-15T15:53:58","slug":"cierre-ssp-yahoo-razon-principal-despidos","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=168291","title":{"rendered":"El cierre del SSP de Yahoo, la raz\u00f3n principal de los despidos"},"content":{"rendered":"<p><strong>La salida de m\u00e1s de un 20% de empleados de Yahoo &#8211; m\u00e1s de 1.600 personas- es una consecuencia directa de la decisi\u00f3n de la firma tecnol\u00f3gica de poner fin a su SSP (su plataforma del lado de la venta) y apostar por su DSP (o plataforma del lado de la demanda), renombrado como Yahoo Advertising.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Para una parte de la industria de la publicidad digital, el cierre del SSP de Yahoo ha ca\u00eddo como un jarro de agua fr\u00eda, pues pocos eran los que lo esperaban. Sirven de muestra las declaraciones de Jason Boshoff, COO de DSP Bidtellect, empresa de adtech y uno de los clientes del SSP de Yahoo, a AdExchanger.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cM\u00e1s sorpresa fue la forma en la que lo supimos. Despu\u00e9s de que lo anunciaran, recibimos un email del equipo con el que trabaj\u00e1bamos que dec\u00eda: \u2018Ninguno de nosotros est\u00e1 ya aqu\u00ed, pero s\u00ed el responsable. Por si necesitas contactar con alguien\u2019\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La empresa que dirige Jim Lanzone se sum\u00f3 la semana pasada a la lista de compa\u00f1\u00edas en anunciar recortes en su plantilla. Aunque esta vez, a diferencia de otras Big Tech, la decisi\u00f3n de Yahoo no deriv\u00f3 de la necesidad de ajustar costes, sino del <strong>cambio de estrategia que emprend\u00eda la compa\u00f1\u00eda para volver a hacer rentable su unidad publicitaria, Yahoo for Business.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">En esa reestructuraci\u00f3n, que ha implicado la salida de m\u00e1s de 1.600 profesionales de adtech, se ha planteado centrar todos los esfuerzos en el DSP y cerrar, por ende, el SSP. Una unidad a la que hab\u00edan dedicado dinero y efectivos en los \u00faltimos a\u00f1os con el objetivo de convertirse en un posible rival de Google y Meta y hacer temblar el duopolio que mantienen ambos en la industria de la publicidad digital.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A dicho cierre tambi\u00e9n <strong>se une su plataforma de publicidad nativa, Gemini,<\/strong> que<strong> ser\u00e1 reemplazada por los formatos de Taboola<\/strong>, a ra\u00edz del <a href=\"https:\/\/ipmark.com\/yahoo-compra-capital-taboola-principal-accionista\/\" target=\"_blank\" rel=\"noopener\">acuerdo de adquisici\u00f3n<\/a> firmado por ambos el pasado noviembre y con la que, adem\u00e1s de la compra del 25% de Taboola por parte de Yahoo, la firma de adtech se hac\u00eda con la gesti\u00f3n exclusiva de la publicidad nativa de los medios de Yahoo durante 30 a\u00f1os.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Lanzone, la asociaci\u00f3n con Taboola incrementar\u00e1 ocho veces el n\u00famero de anunciantes que compiten por un espacio publicitario en las propiedades de Yahoo. Y con un nuevo equipo liderado por Elizabeth Herbst-Brady, chief revenue officer de la multinacional, Yahoo Advertising &#8211; nombre con el que se conoce ya a su DSP- buscar\u00e1 atraer a empresas relevantes a nivel global.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La salida de m\u00e1s de 1.600 profesionales de adtech es consecuencia directa de la decisi\u00f3n de Yahoo de cerrar su SSP. <\/p>\n","protected":false},"author":29,"featured_media":168294,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[324,2341,50],"class_list":["post-168291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-compra-programatica","tag-publicidad","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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