{"id":203307,"date":"2024-08-26T11:16:44","date_gmt":"2024-08-26T09:16:44","guid":{"rendered":"https:\/\/ipmark.com\/?p=203307"},"modified":"2024-08-26T14:20:30","modified_gmt":"2024-08-26T12:20:30","slug":"netflix-confia-en-data-clean-room-para-ofrecer-mas-datos-anunciantes","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=203307","title":{"rendered":"Netflix conf\u00eda en los data clean room para ofrecer m\u00e1s datos a los anunciantes"},"content":{"rendered":"<p><strong>Netflix contin\u00faa reforzando su divisi\u00f3n publicitaria en vistas de aumentar los ingresos de dicha partida, que en 2023 resultaron un 150% m\u00e1s altos gracias a la apuesta por la plataforma de anunciantes de Gran Consumo, Tecnolog\u00eda y Entretenimiento, Automoci\u00f3n, Restauraci\u00f3n y Retail.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado la compa\u00f1\u00eda en un comunicado, con el objetivo de ofrecer m\u00e1s garant\u00edas a los anunciantes, la OTT se ha asociado con <strong>Snowflake, InfoSum y LiveRamp<\/strong> para que estos \u00faltimos aprovechen sus data clean room y <strong>poder determinar si existen solapamientos de audiencia, obtener datos de alcance post-campa\u00f1a y frecuencia y atribuci\u00f3n de \u00faltimo clic<\/strong> en un entorno seguro.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El data clean room de Snowflake est\u00e1 disponible desde agosto, mientras que los de InfoSum y LiveRamp se lanzar\u00e1n en los pr\u00f3ximos meses.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La firma estadounidense tambi\u00e9n ha informado de la <strong>llegada de su suite de medici\u00f3n de performance de campa\u00f1a a los proveedores con los que ya mantiene acuerdos<\/strong>, como <strong>NielsenOne, Lucid, EDO, NCSolutions, Kantar y Affinity Solutions<\/strong> para todo tipo de compras al finalizar el pr\u00f3ximo oto\u00f1o.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecto a la opci\u00f3n de comprar espacio e inventario program\u00e1tico gracias a los recientes acuerdos con The Trade Desk, Google DV 360 y Magnite, esta funcionalidad ser\u00e1 algo global en los pr\u00f3ximos meses. Actualmente, est\u00e1 disponible en Estados Unidos, Canad\u00e1, Brasil y M\u00e9xico.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se suma la introducci\u00f3n de <strong>Google\u2019s Campaign Manager 360 e Innovid<\/strong> para la verificaci\u00f3n de impresiones y la<strong> ampliaci\u00f3n de los acuerdos mantenidos con DoubleVerify e Integral Ad Science (IAS)<\/strong> para la verificaci\u00f3n de visibilidad y prevenci\u00f3n del fraude en los canales program\u00e1ticos. Estas soluciones estar\u00e1n disponibles en todos los canales de compra en octubre, informan.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se asocia con Snowflake, InfoSum y LiveRamp, permitiendo a los anunciantes acceder a informaci\u00f3n de solapamiento de audiencias, alcance post-campa\u00f1a y frecuencia y atribuci\u00f3n de \u00faltimo clic. <\/p>\n","protected":false},"author":29,"featured_media":203309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2341,50,194],"class_list":["post-203307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-publicidad","tag-tecnologia","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Netflix conf\u00eda en los data clean room para 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