{"id":226445,"date":"2025-09-18T14:11:32","date_gmt":"2025-09-18T12:11:32","guid":{"rendered":"https:\/\/ipmark.com\/?p=226445"},"modified":"2025-09-18T14:21:17","modified_gmt":"2025-09-18T12:21:17","slug":"la-agencia-tributaria-lanza-la-primera-campana-institucional-con-blockchain","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=226445","title":{"rendered":"La Agencia Tributaria lanza la primera campa\u00f1a institucional con blockchain"},"content":{"rendered":"<p><strong>La agencia de medios MediaPlus Equmedia ha puesto en marcha la primera campa\u00f1a institucional en Espa\u00f1a certificada con tecnolog\u00eda blockchain, desarrollada para la Agencia Estatal de Administraci\u00f3n Tributaria (AEAT). <\/strong><\/p>\n<p>La iniciativa, que cuenta con el sello de Adwatch, introduce un sistema de trazabilidad auditable de extremo a extremo y m\u00e9tricas de atenci\u00f3n avanzadas con el objetivo de reforzar la transparencia en la comunicaci\u00f3n p\u00fablica.<\/p>\n<p><span style=\"font-weight: 400;\">La certificaci\u00f3n permite verificar cada impresi\u00f3n publicitaria mediante datos encriptados e inmutables. El proceso abarca desde la planificaci\u00f3n y contrataci\u00f3n hasta la entrega efectiva y el an\u00e1lisis de m\u00e9tricas de atenci\u00f3n, como tiempo visualizado, atenci\u00f3n activa o pasiva e interacci\u00f3n significativa. La tecnolog\u00eda garantiza as\u00ed la conciliaci\u00f3n entre la inversi\u00f3n y la entrega real de las inserciones por soporte y formato.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Jos\u00e9 Luis Casado<\/strong>, consejero delegado de<strong> Adwatch<\/strong>, subraya que esta primera certificaci\u00f3n tecnol\u00f3gica en una campa\u00f1a p\u00fablica \u201csupone un cambio de paradigma para el sector\u201d, ya que permite pasar de los reportes y estimaciones a \u201cevidencias t\u00e9cnicas registradas en blockchain y m\u00e9tricas de atenci\u00f3n avanzada\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por su parte, <strong>Celia Ca\u00f1o<\/strong>, directora general de <strong>MediaPlus Equmedia<\/strong>, destaca que la incorporaci\u00f3n de esta certificaci\u00f3n \u201crefuerza el compromiso de m\u00e1xima transparencia y seguridad en todos los procesos, gracias a la incorporaci\u00f3n de tecnolog\u00edas blockchain e inteligencia artificial\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durante la campa\u00f1a, que comenz\u00f3 este mes de septiembre, la agencia de Serviceplan se encarga de la estrategia, planificaci\u00f3n y ejecuci\u00f3n en Televisi\u00f3n, Prensa, Radio y Digital. El objetivo de la AEAT, recuerdan desde la agencia, es impulsar la concienciaci\u00f3n fiscal e informar a la ciudadan\u00eda sobre el cumplimiento de sus obligaciones tributarias.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mediaplus Equmedia ha integrado tecnolog\u00eda blockchain en la \u00faltima campa\u00f1a del organismo para verificar cada impresi\u00f3n publicitaria y ofrecer mayor transparencia en las campa\u00f1as institucionales. <\/p>\n","protected":false},"author":29,"featured_media":226447,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[2158,2226,50],"class_list":["post-226445","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-agencias-de-medios","tag-marcas","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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