{"id":222967,"date":"2025-07-01T13:14:28","date_gmt":"2025-07-01T11:14:28","guid":{"rendered":"https:\/\/ipmark.com\/?p=222967"},"modified":"2025-07-01T14:14:38","modified_gmt":"2025-07-01T12:14:38","slug":"ias-lanza-solucion-medicion-atencion-redes-sociales","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=222967","title":{"rendered":"IAS presenta la primera soluci\u00f3n de medici\u00f3n de la atenci\u00f3n en redes sociales"},"content":{"rendered":"<p dir=\"ltr\"><strong>\u00a0Integral Ad Science (<span class=\"il\">IAS<\/span>) anuncia\u00a0una alianza estrat\u00e9gica pionera en el mercado con Snap Inc. y Lumen Research para llevar la medici\u00f3n personalizada de la atenci\u00f3n a Snapchat. <\/strong><\/p>\n<p dir=\"ltr\">Snap Attention Measurement <strong>permitir\u00e1 a los anunciantes, a partir de ahora, acceder a m\u00e9tricas de atenci\u00f3n social<\/strong> de forma directa y sin fisuras, combinando el sistema de <i>eye-tracking<\/i>\u00a0de Lumen con datos de calidad de medios de\u00a0<span class=\"il\">IAS<\/span>\u00a0impulsados con inteligencia artificial para crear una puntuaci\u00f3n de atenci\u00f3n a medida dentro de la plataforma\u00a0<span class=\"il\">IAS<\/span>\u00a0Signal.<\/p>\n<p dir=\"ltr\">\u201cLos anunciantes buscan una comprensi\u00f3n cada vez m\u00e1s profunda de la forma en que los consumidores interact\u00faan con los medios\u201d, afirm\u00f3<strong> Lisa Utzschneider,<\/strong> CEO de<strong> Integral Ad Science.<\/strong> \u201cNuestra nueva alianza con Snap y Lumen Research ofrece una visi\u00f3n completa de la atenci\u00f3n. <strong>Unifica datos reales de los usuarios con datos de calidad de medios<\/strong> para proporcionar una comprensi\u00f3n integral de la atenci\u00f3n que impulsa el rendimiento en una de las plataformas sociales l\u00edderes a nivel global.\u201d<\/p>\n<p dir=\"ltr\">La medici\u00f3n de la atenci\u00f3n en<strong> Snapchat con\u00a0<span class=\"il\">IAS<\/span>\u00a0y Lumen Research<\/strong> ofrece a los anunciantes:<\/p>\n<ul>\n<li><b>M\u00e9tricas de atenci\u00f3n personalizadas en Snapchat:\u00a0<\/b>Esta alianza permite ir m\u00e1s all\u00e1 de la medici\u00f3n de\u00a0<i>viewability\u00a0<\/i>tradicional y aprovecha informaci\u00f3n clave de atenci\u00f3n dentro de\u00a0<span class=\"il\">IAS<\/span>\u00a0signal, impulsada por el modelo de atenci\u00f3n de Lumen y combinada con las m\u00e9tricas de calidad de medios de\u00a0<span class=\"il\">IAS<\/span>\u00a0para medir la atenci\u00f3n en Snapchat y comprender el rendimiento y la interacci\u00f3n en medios.<\/li>\n<li><b>Visi\u00f3n integral de las m\u00e9tricas de atenci\u00f3n en todos los canales:\u00a0<\/b>Visualizaci\u00f3n sin fisuras de la atenci\u00f3n en Snapchat junto con la medici\u00f3n Quality Attention de\u00a0<span class=\"il\">IAS<\/span>\u00a0en m\u00faltiples plataformas y canales.<\/li>\n<li><b>Medici\u00f3n\u00a0<i>third-party<\/i>\u00a0de confianza:<\/b>\u00a0Ofrece a los anunciantes medici\u00f3n de la atenci\u00f3n\u00a0<i>third-party<\/i>\u00a0y de confianza para respaldar los objetivos de rendimiento de las campa\u00f1as.<\/li>\n<\/ul>\n<p>La medici\u00f3n de la atenci\u00f3n de<strong> Lumen Research para Snap<\/strong> <strong>utiliza tecnolog\u00eda de seguimiento ocular<\/strong>, respaldada por el mayor conjunto de datos\u00a0<i>opt-in<\/i>\u00a0del mundo, que permite que los anunciantes puedan ir m\u00e1s all\u00e1 de las m\u00e9tricas de\u00a0<i>viewability\u00a0<\/i>y conseguir\u00a0<i>insights\u00a0<\/i>m\u00e1s profundos y accionables del comportamiento de los consumidores y la atenci\u00f3n real.<\/p>\n<p dir=\"ltr\">\u201cEsta alianza es un importante paso adelante para la Econom\u00eda de la Atenci\u00f3n \u2013 ofreciendo a los anunciantes en Snap la claridad y confianza para<strong> medir c\u00f3mo la atenci\u00f3n impulsa la acci\u00f3n<\/strong>\u201d, afirma <strong>Mike Follett<\/strong>, CEO de<strong> Lumen Research.<\/strong> \u201cEn Lumen, sabemos que es aquello a lo que la gente presta atenci\u00f3n lo que realmente modela su comportamiento.\u201d<\/p>\n<p dir=\"ltr\"><strong>Snap Attention Measurement<\/strong> estar\u00e1 disponible en<strong>\u00a0<span class=\"il\">IAS<\/span>\u00a0Signal<\/strong>, la plataforma de <i>reporting\u00a0<\/i>unificada de\u00a0<span class=\"il\">IAS<\/span>\u00a0que ofrece datos e\u00a0<i>insights\u00a0<\/i>a los anunciantes para medir de forma sencilla y optimizar sus campa\u00f1as digitales en m\u00faltiples canales.<\/p>\n<h3 dir=\"ltr\">Logros cumplidos<\/h3>\n<p dir=\"ltr\">\u00a0En diciembre de 2024,<strong> <span class=\"il\">IAS<\/span>\u00a0present\u00f3 su\u00a0producto Quality Attention Optimization en versi\u00f3n beta<\/strong>, ofreciendo a los anunciantes una nueva y potente forma de optimizar sus campa\u00f1as program\u00e1ticas en tiempo real. Esta soluci\u00f3n, pionera en su categor\u00eda, combinaba la tecnolog\u00eda de seguimiento ocular predictiva de Lumen con la medici\u00f3n impulsada por inteligencia artificial de <span class=\"il\">IAS<\/span>\u00a0para ayudar a los anunciantes a comprender mejor y actuar en funci\u00f3n del comportamiento de los consumidores con sus anuncios a trav\u00e9s de las pantallas.<\/p>\n<p dir=\"ltr\">Junto con este lanzamiento,\u00a0<strong><span class=\"il\">IAS<\/span>\u00a0tambi\u00e9n anunci\u00f3 la ampliaci\u00f3n de su acuerdo con Lumen Research<\/strong> para ofrecer la herramienta de medici\u00f3n Social Attention\u00a0 a los clientes de\u00a0<span class=\"il\">IAS<\/span>\u00a0\u2013 permitiendo a los anunciantes acceder a m\u00e9tricas de atenci\u00f3n en las plataformas sociales y la web abierta a trav\u00e9s de\u00a0<span class=\"il\">IAS<\/span>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Snap Attention Measurement permitir\u00e1 a los anunciantes, a partir de ahora, acceder a m\u00e9tricas de atenci\u00f3n social de forma directa.<\/p>\n","protected":false},"author":10966,"featured_media":222970,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[50],"class_list":["post-222967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","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>IAS lanza la soluci\u00f3n de medici\u00f3n de la atenci\u00f3n en redes sociales<\/title>\n<meta name=\"description\" content=\"Snap Attention Measurement permitir\u00e1 a los anunciantes, a partir de ahora, acceder a m\u00e9tricas de atenci\u00f3n social de forma directa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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