{"id":197296,"date":"2024-05-29T11:30:27","date_gmt":"2024-05-29T09:30:27","guid":{"rendered":"https:\/\/ipmark.com\/?p=197296"},"modified":"2024-05-29T16:34:54","modified_gmt":"2024-05-29T14:34:54","slug":"paypal-se-lanza-al-retail-media","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=197296","title":{"rendered":"PayPal se lanza al Retail Media gracias a sus datos transaccionales"},"content":{"rendered":"<p><strong>PayPal se suma a la lista de compa\u00f1\u00edas en lanzarse al mercado publicitario, aprovechando los datos que manejan de sus consumidores. En concreto, la firma de pagos lanzar\u00e1 una nueva plataforma de Retail Media que permitir\u00e1 a las marcas aprovechar la informaci\u00f3n de transacciones de sus cerca de 400 millones de cuentas activas.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEl comercio y la publicidad est\u00e1n profundamente conectados y creemos que la plataforma de publicidad que estamos construyendo en PayPal se convertir\u00e1 en un canal de marketing de uso obligado para vendedores grandes y peque\u00f1os\u201d, ha se\u00f1alado <strong>Diego Scotti<\/strong>, vicepresidente ejecutivo y director general de negocio de consumidor de <strong>PayPal<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La nueva oferta se basa en la plataforma de ofertas avanzadas que lanz\u00f3 PayPal el pasado enero, y que <strong>posibilita a las marcas pagar por sus campa\u00f1as en base a su rendimiento (performance) y no en base a impresiones o clics<\/strong>. Lo m\u00e1s novedoso, no obstante, es la capacidad de an\u00e1lisis de datos que caracteriza a la misma, capaz de<strong> analizar 500.000 millones de datos transaccionales gracias al uso de inteligencia artificial (IA) para obtener insights de consumidor<\/strong> y ofrecer acuerdos m\u00e1s personalizados.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s de la nueva plataforma, la compa\u00f1\u00eda de pagos ha anunciado el nombramiento de Mark Grether como nuevo vicepresidente senior y director general de PayPal Ads, y a John Anderson como nuevo VP senior y director general para su divisi\u00f3n de consumidor.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PayPal es la \u00faltima de las firmas en lanzarse a ofrecer una oferta de Retail Media, un canal que sigue atrayendo cada vez m\u00e1s inversi\u00f3n publicitaria. Seg\u00fan datos de WARC, <a href=\"https:\/\/ipmark.com\/inversion-retail-media-crecera-en-2024\/\" target=\"_blank\" rel=\"noopener\">la inversi\u00f3n publicitaria global en Retail Media cerr\u00f3 2023 con 128.270 millones de d\u00f3lares<\/a>, un 10,23% m\u00e1s que lo manejado hace un a\u00f1o, alcanzando una cuota publicitaria del 13,3% sobre el total de inversi\u00f3n.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan la misma consultora,<strong> se espera que este a\u00f1o la inversi\u00f3n publicitaria global del canal aumente otro 10,48%<\/strong>, pudiendo situarse en los 141.710 millones y en una cuota del 13,6%.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La nueva plataforma permitir\u00e1 a las marcas aprovechar los datos de compras de sus cerca de 400 millones de usuarios activos. <\/p>\n","protected":false},"author":29,"featured_media":197298,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[175,34],"class_list":["post-197296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-inversion-publicitaria","tag-medios-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PayPal se lanza al Retail Media gracias a sus datos transaccionales<\/title>\n<meta name=\"description\" content=\"La nueva plataforma permitir\u00e1 a las marcas aprovechar los datos de compras de sus cerca de 400 millones de usuarios activos.\" \/>\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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