{"id":188885,"date":"2024-02-28T13:08:21","date_gmt":"2024-02-28T12:08:21","guid":{"rendered":"https:\/\/ipmark.com\/?p=188885"},"modified":"2024-02-28T14:22:37","modified_gmt":"2024-02-28T13:22:37","slug":"amazon-trabaja-en-su-propio-privacy-sandbox-para-afrontar-el-cookieless","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=188885","title":{"rendered":"Amazon trabaja en su propio Privacy Sandbox para afrontar el cookieless"},"content":{"rendered":"<p><strong>Con el objetivo de afrontar la p\u00e9rdida de se\u00f1al derivada de la retirada de la cookie de terceros en navegadores &#8211; y del identificador de dispositivo en iOS y Android-, Amazon podr\u00eda estar trabajando en una serie de herramientas, al estilo del Privacy Sandbox de Google, para ayudar a agencias y anunciantes a segmentar y medir publicidad digital personalizada.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">El proyecto se conoce de manera interna como ID++ y se ha hecho p\u00fablico gracias a la publicaci\u00f3n de una oferta de empleo por parte de la firma estadounidense en la que buscaba incorporar a m\u00e1s ingenieros de ad-tech que se sumaran al equipo encargado del mismo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La oferta de empleo fue retirada, sin embargo, poco tiempo despu\u00e9s de ser identificada por el medio estadounidense Ad Age, aunque confirmada por la propia compa\u00f1\u00eda a la cabecera. \u201cEsto es un equipo de <strong>proyecto interno que est\u00e1 desarrollando un rango de soluciones de personalizaci\u00f3n contextual y modelado<\/strong>\u201d, han explicado.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEl objetivo del programa ID++ no es solo sostener el negocio publicitario [de Amazon] a medida que se despliegan los cambios de identidad a nivel industria, sino tambi\u00e9n medir las oportunidades para posicionar a Amazon como l\u00edder en ad-tech\u201d, se\u00f1alaban en la oferta de empleo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un ejecutivo de ad-tech de una de las empresas con las que trabaja Amazon ha confirmado al medio estadounidense el proyecto, ya que la empresa que dirige Andy Jassy hab\u00eda estado reuni\u00e9ndose con sus partners para informarles sobre el mismo.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el ejecutivo, <strong>este proyecto persigue encontrar las soluciones que permitan a su DSP compensar la p\u00e9rdida de se\u00f1al por la retirada de la cookie de terceros<\/strong>. Y aunque se denomine ID++, <strong>no se contempla el desarrollo de un identificador \u00fanico<\/strong> al estilo de los desarrollados por The Trade Desk, ID5 o Lotame.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amazon ya ha realizado avances p\u00fablicos en esta l\u00ednea, tal y como record\u00f3 Kelly MacLean, vicepresidenta de Amazon DSP en el congreso de liderazgo de IAB, impulsando por ejemplo la colaboraci\u00f3n entre anunciantes y editores con la compartici\u00f3n de datos en entornos seguros (data clean room).\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una oferta de empleo buscando ingenieros de adtech evidencia el proyecto ID++, una especia de Privacy Sandbox para desarrollar soluciones que ayuden a segmentar y medir campa\u00f1as de publicidad personalizadas en un entorno sin cookies de terceros. <\/p>\n","protected":false},"author":29,"featured_media":188887,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341,50],"class_list":["post-188885","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 - 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