{"id":207285,"date":"2024-10-29T10:51:28","date_gmt":"2024-10-29T09:51:28","guid":{"rendered":"https:\/\/ipmark.com\/?p=207285"},"modified":"2024-10-29T17:02:30","modified_gmt":"2024-10-29T16:02:30","slug":"doubleverify-lanza-news-accelerator-programa-de-innovacion-con-publishers","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=207285","title":{"rendered":"News Accelerator, nuevo programa de innovaci\u00f3n con publishers de DoubleVerify"},"content":{"rendered":"<p><strong>DoubleVerify (DV) ha anunciado el lanzamiento de News Accelerator, un programa que servir\u00e1 para alinear a\u00fan m\u00e1s la innovaci\u00f3n en el desarrollo de productos de la compa\u00f1\u00eda con las necesidades de la industria period\u00edstica y fomentar\u00e1 la inversi\u00f3n de los anunciantes en p\u00e1ginas de noticias y periodismo. Estar\u00e1 dirigido por Jack Marshall, procedente de editores como The Wall Street Journal o Digiday.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">A trav\u00e9s de este programa, DV fomentar\u00e1 las asociaciones y los circuitos de retroalimentaci\u00f3n con docenas de publishers de noticias de todo el espectro de contenidos informativos, desde publicaciones regionales y especializadas hasta l\u00edderes mundiales de informaci\u00f3n, y educar\u00e1 al sector sobre la manera de equilibrar <em>brand suitability<\/em> con las valiosas oportunidades de creaci\u00f3n de marca que ofrecen los contenidos informativos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNuestro News Accelerator va m\u00e1s all\u00e1 de las palabras: implica una inversi\u00f3n real en productos escalables y liderazgo de pensamiento. Esto permitir\u00e1 a las marcas amplificar su voz de manera segura y adecuada para impulsar el rendimiento de la campa\u00f1a al tiempo que apoya las principales noticias y el periodismo\u201d, ha se\u00f1alado <strong>Mark Zagorsky<\/strong>, CEO de<strong> DoubleVerify<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAl trabajar en estrecha colaboraci\u00f3n con los publishers, nos comprometemos a proporcionar a los anunciantes la tecnolog\u00eda, las herramientas y el conocimiento necesarios para respaldar de manera efectiva el contenido noticioso e interactuar con confianza con audiencias valiosas\u201d, ha comentado por su parte <strong>Jack Marshall<\/strong>, nuevo <em>head of news<\/em> de <strong>DoubleVerify.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las iniciativas de News Accelerator incluyen:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>News Plus<\/strong>: un\u00a0 segmento de noticias contextual que permite a los anunciantes acceder a contenido informativo evitando, al mismo tiempo, material potencialmente inseguro o que pueda afectar la reputaci\u00f3n de su marca. News Plus incluye contenido de los sitios web con mayor tr\u00e1fico de peri\u00f3dicos, radio, televisi\u00f3n y revistas que informan sobre eventos locales, nacionales e internacionales, y excluye el contenido que las marcas generalmente consideran inseguro.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Controles de \u2018suitability\u2019 avanzados<\/strong>: DV est\u00e1 introduciendo controles de suitability adicionales, basados en los comentarios de los publishers de medios de comunicaci\u00f3n y de las marcas. Estos permitir\u00e1n a los anunciantes ajustar mejor sus configuraciones de brand suitability, ampliando as\u00ed la escala de contenido informativo donde se congregan las audiencias interesadas y reduciendo el riesgo de bloqueo excesivo.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Anal\u00edticas mejoradas<\/strong>:\u00a0 DV supervisar\u00e1 de forma proactiva los perfiles de los anunciantes para detectar \u00edndices de evasi\u00f3n superiores al promedio y los asesorar\u00e1 sobre los ajustes recomendados. Estas recomendaciones pueden incluir la eliminaci\u00f3n de palabras clave demasiado restrictivas, la amplificaci\u00f3n de las listas de inclusi\u00f3n y excepci\u00f3n y el ajuste de otras configuraciones de brand suitability.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Nueva investigaci\u00f3n sobre el valor de las noticias<\/strong>: en los pr\u00f3ximos meses, DV publicar\u00e1 datos adicionales que muestran el valor de la publicidad junto con el contenido de noticias. Esta investigaci\u00f3n destacar\u00e1 el impacto positivo de las noticias en la percepci\u00f3n de la marca y el rendimiento de las campa\u00f1as, lo que proporcionar\u00e1 a los anunciantes informaci\u00f3n clave para ayudarlos a maximizar su inversi\u00f3n en medios de noticias y, al mismo tiempo, mantener el brand suitability de la marca.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Entre los primeros elementos que incluye se cita News Plus, un segmento de noticias contextual que permite a los anunciantes acceder a contenido informativo evitando, al mismo tiempo, material potencialmente inseguro o que pueda afectar la reputaci\u00f3n de su marca. <\/p>\n","protected":false},"author":29,"featured_media":207289,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[175,2226,50],"class_list":["post-207285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-inversion-publicitaria","tag-marcas","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DoubleVerify lanza News Accelerator, programa de innovaci\u00f3n<\/title>\n<meta name=\"description\" content=\"Se incluye News Plus, un segmento de noticias contextual que permite a los anunciantes acceder a contenido informativo.\" \/>\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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