{"id":217779,"date":"2025-04-04T11:07:55","date_gmt":"2025-04-04T09:07:55","guid":{"rendered":"https:\/\/ipmark.com\/?p=217779"},"modified":"2025-04-04T14:38:18","modified_gmt":"2025-04-04T12:38:18","slug":"spotify-impulsa-la-compra-programatica-con-el-lanzamiento-de-ad-exchange","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=217779","title":{"rendered":"Spotify impulsa la compra program\u00e1tica con el lanzamiento de Ad Exchange"},"content":{"rendered":"<p class=\"\" data-start=\"456\" data-end=\"882\"><strong>Spotify ha presentado una profunda renovaci\u00f3n de su plataforma publicitaria durante el evento <em data-start=\"550\" data-end=\"567\">Spotify Advance<\/em>, celebrado el 2 de abril en Nueva York. La compa\u00f1\u00eda de audio en streaming lanza una bater\u00eda de innovaciones que marcan \u201cla siguiente etapa de Spotify Advertising\u201d, en palabras de su equipo directivo, y que buscan facilitar a los anunciantes la compra, creaci\u00f3n, medici\u00f3n y optimizaci\u00f3n de campa\u00f1as dentro del ecosistema Spotify.<\/strong><\/p>\n<p class=\"\" data-start=\"456\" data-end=\"882\">Estas iniciativas presentan un fuerte avance en la compra automatizada y en innovaci\u00f3n creativa para la plataforma y la industria del audio digital.<\/p>\n<p class=\"\" data-start=\"884\" data-end=\"1520\">Entre las principales novedades, destaca el lanzamiento de <strong data-start=\"942\" data-end=\"971\">Spotify Ad Exchange (SAX)<\/strong>, su nueva soluci\u00f3n program\u00e1tica que permite a los anunciantes acceder a los usuarios conectados y activos de Spotify mediante subastas en tiempo real. Esta funcionalidad, que ya est\u00e1 disponible en <strong>EE UU, Canad\u00e1, Europa, Australia, Nueva Zelanda, India, Singapur, Brasil y M\u00e9xico<\/strong>, se integra con plataformas como Google Display &amp; Video 360, The Trade Desk y Magnite, y pr\u00f3ximamente lo har\u00e1 con otras como Yahoo DSP y Adform. Estos socios tienen acceso a formatos de audio, v\u00eddeo y display dentro del entorno musical, y se espera que pr\u00f3ximamente incorpore tambi\u00e9n podcasts.<\/p>\n<p class=\"\" data-start=\"1522\" data-end=\"1948\">En paralelo, <strong data-start=\"1535\" data-end=\"1558\">Spotify Ads Manager<\/strong>, la plataforma de autoservicio, se refuerza con nuevas capacidades de segmentaci\u00f3n, soluciones de medici\u00f3n propias y de terceros, as\u00ed como nuevos objetivos publicitarios centrados en resultados\u00a0 para ayudar a los anunciantes a crear, optimizar y medir sus campa\u00f1as, incluido la herramienta <strong data-start=\"1846\" data-end=\"1863\">Spotify Pixel.<\/strong><\/p>\n<p data-start=\"1522\" data-end=\"1948\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-217786\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/Spotify-Brand-Lift-in-Spotify-Ads-Manager.gif\" alt=\"\" width=\"800\" height=\"450\" \/><\/p>\n<h3 class=\"\" data-start=\"1950\" data-end=\"1981\">Creatividad generada por IA<\/h3>\n<p class=\"\" data-start=\"1983\" data-end=\"2429\">Otro de los grandes anuncios del evento ha sido la introducci\u00f3n de <strong data-start=\"2050\" data-end=\"2072\">Spotify Gen AI Ads<\/strong>, una nueva soluci\u00f3n que permite a los anunciantes crear de forma sencilla anuncios de audio con guiones y locuciones en off, sin coste adicional. Esta herramienta ya est\u00e1 disponible para marcas en EE\u00a0 UU\u00a0 y Canad\u00e1.<\/p>\n<p class=\"\" data-start=\"2431\" data-end=\"2997\">Spotify refuerza adem\u00e1s su <strong data-start=\"2458\" data-end=\"2474\">Creative Lab<\/strong>, el equipo creativo interno que colabora con marcas y agencias para desarrollar campa\u00f1as exclusivas dentro de la plataforma. Algunas de sus \u00faltimas activaciones incluyen proyectos con Coca-Cola, Oreo, American Express o Chevrolet. A este ecosistema creativo se suma <strong data-start=\"2741\" data-end=\"2756\">Spotify AUX<\/strong>, el \u00e1rea de consultor\u00eda cultural de la plataforma, que trabaja en brindar soluciones innovadoras que impulsen a las marcas a trav\u00e9s de la m\u00fasica y la cultura. Visa y Kona Big Wave son los nuevos partners que se incorporan a este espacio, junto a la renovaci\u00f3n del acuerdo con Coca-Cola.<\/p>\n<h3 class=\"\" data-start=\"2999\" data-end=\"3039\">Objetivos medibles y soluciones de anuncios segmentados<\/h3>\n<p class=\"\" data-start=\"3041\" data-end=\"3478\">Conscientes de la importancia de medir el impacto real de las campa\u00f1as, Spotify ha actualizado su herramienta de medici\u00f3n de primera parte (<strong>Spotify Brand Lift<\/strong>), as\u00ed como est\u00e1 invirtiendo en colaboraciones clave en medici\u00f3n de terceros.<\/p>\n<p>Adem\u00e1s, Spotify ha incorporado<strong> App Installs Objective<\/strong>, que permite a los anunciantes mostrar anuncios a las personas que probablemente hagan clic y descarguen su aplicaci\u00f3n, mientras que el nuevo servicio <strong>Website Traffic Objective<\/strong> permite a las compa\u00f1\u00edas optimizar su campa\u00f1a hacia las personas que tienen m\u00e1s probabilidades de visitar su web.<\/p>\n<p class=\"\" data-start=\"3480\" data-end=\"3709\">Spotify tambi\u00e9n ha actualizado sus herramientas de medici\u00f3n como <strong data-start=\"3545\" data-end=\"3562\">Spotify Pixel<\/strong> y <strong data-start=\"3565\" data-end=\"3587\">Spotify Brand Lift<\/strong>, integr\u00e1ndolas dentro de Ads Manager y asegurando as\u00ed una medici\u00f3n m\u00e1s precisa y accesible para todo tipo de anunciantes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Otro lanzamiento es: Gen AI Ads, una soluci\u00f3n innovadora que facilita la creaci\u00f3n de anuncios de audio con guiones y locuciones generadas por IA, sin coste adicional.<\/p>\n","protected":false},"author":30,"featured_media":217785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[6562,6506,2341,148],"class_list":["post-217779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-audio","tag-medicion","tag-publicidad","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Spotify impulsa la compra program\u00e1tica con el lanzamiento de Ad Exchange<\/title>\n<meta name=\"description\" content=\"Otro lanzamiento es: Gen AI Ads, una soluci\u00f3n innovadora que facilita la creaci\u00f3n de anuncios de audio con guiones y locuciones generadas por IA, sin coste adicional.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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