{"id":173391,"date":"2023-05-24T12:48:29","date_gmt":"2023-05-24T10:48:29","guid":{"rendered":"https:\/\/ipmark.com\/?p=173391"},"modified":"2023-05-24T16:31:24","modified_gmt":"2023-05-24T14:31:24","slug":"smoot-solucion-usa-ia-generativa-para-compra-programatica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=173391","title":{"rendered":"Nace Smoot, la soluci\u00f3n que usa la IA generativa para compra program\u00e1tica"},"content":{"rendered":"<p><strong>La compa\u00f1\u00eda aspira a revolucionar la compra program\u00e1tica con la incorporaci\u00f3n de IA generativa. Se trata de Smoot, una nueva iniciativa que aprovecha este tipo de tecnolog\u00eda para lograr una interpretaci\u00f3n m\u00e1s efectiva de los contenidos de texto, v\u00eddeos e im\u00e1genes e identificar as\u00ed el contexto emocional del consumidor.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Fundada por los expertos en marketing digital Agust\u00edn Echavarr\u00eda y Luis Barrague, la compa\u00f1\u00eda aprovecha la inteligencia artificial generativa para interpretar el contexto emocional del contenido que est\u00e1n navegando los consumidores en tiempo real, lo que permite una segmentaci\u00f3n m\u00e1s precisa y relevante.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A diferencia de la segmentaci\u00f3n contextual sem\u00e1ntica actual, <strong>Smoot es capaz de analizar las noticias o v\u00eddeos y capturar el contexto emocional<\/strong>, yendo un paso m\u00e1s all\u00e1 que el an\u00e1lisis de palabras clave y su correspondencia sem\u00e1ntica. Ponen como ejemplo el sector de automoci\u00f3n, donde es posible identificar las informaciones con sentimiento negativo y evitarlas en la segmentaci\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s del contexto emocional, la compa\u00f1\u00eda<strong> valora tambi\u00e9n otras variables como la seguridad de marca, los valores de marca y la afinidad del contenido respecto al brief de campa\u00f1a.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNuestro enfoque en el rendimiento, la comprensi\u00f3n del estado emocional del espectador y nuestro compromiso con el marketing consciente es lo que nos distingue y nos ayuda a mejorar las principales m\u00e9tricas de publicidad en v\u00eddeo y otros formatos\u201d, ha explicado <strong>Agust\u00edn Echavarr\u00eda<\/strong>, fundador y co-CEO de <strong>Smoot<\/strong>. \u201cAl priorizar las emociones, podemos crear campa\u00f1as m\u00e1s efectivas que conecten con los consumidores y mejoren el rendimiento en todas las m\u00e9tricas\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las ventajas de trabajar la publicidad program\u00e1tica con esta tecnolog\u00eda, exponen un 30% menos de impresiones perdidas; una mayor tasa de visibilidad e interacci\u00f3n con el consumidor; una mayor atenci\u00f3n gracias a formatos no invasivos de alto impacto; la conexi\u00f3n con el consumidor en el momento emocional m\u00e1s adecuado de acuerdo a los valores de marca; y la garant\u00eda de respetar la privacidad de los usuarios en un entorno cookieless.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Smoot comenzar\u00e1 a operar en Espa\u00f1a, M\u00e9xico y Brasil<\/strong>, a lo que se sumar\u00e1n nuevos mercados a medio plazo.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soluci\u00f3n desarrollada por la nueva compa\u00f1\u00eda permite segmentar campa\u00f1as en funci\u00f3n del contexto emocional m\u00e1s efectivo. <\/p>\n","protected":false},"author":29,"featured_media":173393,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[324,76],"class_list":["post-173391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-compra-programatica","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>Smoot, soluci\u00f3n que usa IA generativa para compra program\u00e1tica<\/title>\n<meta name=\"description\" content=\"La soluci\u00f3n desarrollada por la nueva compa\u00f1\u00eda permite segmentar campa\u00f1as en funci\u00f3n del contexto emocional m\u00e1s efectivo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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