{"id":185686,"date":"2024-01-08T12:14:51","date_gmt":"2024-01-08T11:14:51","guid":{"rendered":"https:\/\/ipmark.com\/?p=185686"},"modified":"2024-01-08T12:32:24","modified_gmt":"2024-01-08T11:32:24","slug":"ias-lanza-herramienta-medicion-atencion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=185686","title":{"rendered":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention"},"content":{"rendered":"<p><strong>Integral Ad Science (IAS) y Lumen han hecho efectiva su reciente acuerdo de colaboraci\u00f3n con el anuncio del lanzamiento a nivel global del producto de medici\u00f3n de la primera, Quality Attention, el primero que unifica Media Quality y la tecnolog\u00eda de <em>eye tracking<\/em> con<em> machine learning<\/em> de la segunda.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan han informado desde IAS, con la nueva herramienta los anunciantes pueden lograr captar una mayor atenci\u00f3n para impulsar los resultados de sus campa\u00f1as. Emplea en concreto tecnolog\u00eda avanzada de machine learning, datos procesables de la tecnolog\u00eda de <em>eye tracking<\/em> de Lumen Research y una variedad de se\u00f1ales obtenidas de la tecnolog\u00eda principal de IAS, como la visibilidad, la situaci\u00f3n de los anuncios o la interacci\u00f3n de los usuarios, y las pondera en una \u00fanica valoraci\u00f3n de atenci\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El modelo de atenci\u00f3n de IAS est\u00e1 dise\u00f1ado para predecir si es m\u00e1s probable que una impresi\u00f3n genere un resultado de negocio, incluyendo percepci\u00f3n de marca, consideraci\u00f3n y conversi\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNuestra oferta Quality Attention est\u00e1 dise\u00f1ada espec\u00edficamente para ayudar a marcas y agencias orientarse en la saturaci\u00f3n de medios y entender a la perfecci\u00f3n c\u00f3mo la visibilidad de los medios, el entorno publicitario y la interacci\u00f3n de los usuarios influyen en el rendimiento de sus campa\u00f1as\u201d, ha se\u00f1alado <strong>Yannis Dosis<\/strong>,<em> chief commercial officer<\/em> de<strong> IAS<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan datos de la propia compa\u00f1\u00eda, la herramienta permite aumentar hasta un 130% las tasas de conversi\u00f3n de una campa\u00f1a al comparar impresiones de alta atenci\u00f3n con las impresiones de baja atenci\u00f3n; una consideraci\u00f3n de marca un 91% mayor y un 166% m\u00e1s de intenci\u00f3n de compra.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research. <\/p>\n","protected":false},"author":29,"featured_media":185688,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341],"class_list":["post-185686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n<\/title>\n<meta name=\"description\" content=\"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=185686\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=185686\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-08T11:14:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-08T11:32:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention\",\"datePublished\":\"2024-01-08T11:14:51+00:00\",\"dateModified\":\"2024-01-08T11:32:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686\"},\"wordCount\":308,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ias-lanza-herramienta-medicion-atencion.jpg\",\"keywords\":[\"publicidad\"],\"articleSection\":[\"Marketing Digital\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=185686\",\"name\":\"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ias-lanza-herramienta-medicion-atencion.jpg\",\"datePublished\":\"2024-01-08T11:14:51+00:00\",\"dateModified\":\"2024-01-08T11:32:24+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=185686\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ias-lanza-herramienta-medicion-atencion.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/ias-lanza-herramienta-medicion-atencion.jpg\",\"width\":1140,\"height\":635,\"caption\":\"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=185686#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n","description":"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=185686","og_locale":"es_ES","og_type":"article","og_title":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n","og_description":"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.","og_url":"https:\/\/ipmark.com\/?p=185686","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2024-01-08T11:14:51+00:00","article_modified_time":"2024-01-08T11:32:24+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=185686#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=185686"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention","datePublished":"2024-01-08T11:14:51+00:00","dateModified":"2024-01-08T11:32:24+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=185686"},"wordCount":308,"image":{"@id":"https:\/\/ipmark.com\/?p=185686#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg","keywords":["publicidad"],"articleSection":["Marketing Digital"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=185686","url":"https:\/\/ipmark.com\/?p=185686","name":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=185686#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=185686#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg","datePublished":"2024-01-08T11:14:51+00:00","dateModified":"2024-01-08T11:32:24+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"La soluci\u00f3n combina la herramienta de IAS Media Quality y la tecnolog\u00eda de eye tracking con machine learning de Lumen Research.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=185686#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=185686"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=185686#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/ias-lanza-herramienta-medicion-atencion.jpg","width":1140,"height":635,"caption":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=185686#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"IAS lanza a nivel global su herramienta de medici\u00f3n de atenci\u00f3n Quality Attention"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/185686","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=185686"}],"version-history":[{"count":1,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/185686\/revisions"}],"predecessor-version":[{"id":185687,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/185686\/revisions\/185687"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/185688"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=185686"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=185686"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=185686"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}