{"id":239824,"date":"2026-04-29T11:15:34","date_gmt":"2026-04-29T09:15:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=239824"},"modified":"2026-04-29T16:20:08","modified_gmt":"2026-04-29T14:20:08","slug":"ias-lleva-transparencia-inversion-en-television-lineal-a-ctv","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=239824","title":{"rendered":"IAS refuerza la transparencia de la inversi\u00f3n en Televisi\u00f3n lineal a CTV"},"content":{"rendered":"<p><strong>Integral Ad Science (IAS) ha anunciado el lanzamiento de IAS Total TV, una nueva suite integral de soluciones para Televisi\u00f3n Conectada (CTV) dise\u00f1ada para entregar al streaming el nivel de transparencia que ya disfruta las inversiones en el lineal.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado la compa\u00f1\u00eda, con IAS Total TV, los anunciantes pueden acceder a datos agregados sobre g\u00e9nero, audiencia, idioma y programa procedentes de Disney, NBCUniversal, Paramount y Prime Video, adem\u00e1s de los m\u00faltiples publishers que utilizan Publica.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La suite integra informaci\u00f3n sobre el contenido, calidad de los medios, rutas de suministro y resultados en una vista unificada dentro de la interfaz de usuario de IAS Signal. Y permite a los anunciantes decidir cu\u00e1ndo y c\u00f3mo quieren que aparezcan sus anuncios en contenidos CTV.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA medida que los anunciantes siguen apostando fuertemente por la Televisi\u00f3n Conectada, la necesidad de una mayor visibilidad y de datos sobre el rendimiento nunca ha sido tan importante\u201d, ha se\u00f1alado <strong>Dana McGraw<\/strong>, vicepresidenta senior de data y ciencia de medici\u00f3n de <strong>Disney Advertising.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAl colaborar con IAS, ayudamos a que los anunciantes tengan informaci\u00f3n m\u00e1s clara y accionable sobre sus campa\u00f1as y d\u00f3nde est\u00e1n obteniendo mayor valor, lo que aporta m\u00e1s confianza y claridad al ecosistema CTV\u201d, ha a\u00f1adido.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIAS Total TV act\u00faa como un motor de visibilidad entre compradores y vendedores, proporcionando la transparencia, el control y la validaci\u00f3n que los anunciantes necesitan para asegurarse de que sus campa\u00f1as se emiten en entornos de alta calidad, relevantes y adecuados para sus marcas, y que generen resultados reales\u201d, comenta por su parte <strong>Srishti Gupta<\/strong>,<em> chief product officer<\/em> de <strong>IAS<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con esta nueva suite, los anunciantes podr\u00e1n obtener mediciones de transparencia a nivel de contenido en tiempo real facilitadas por los medios, y de forma agregada por serie, programa, g\u00e9nero, calificaci\u00f3n, lenguaje, aplicaci\u00f3n y plataforma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s de optimizar los flujos de trabajo con controles de idoneidad integrados y cross-canal, para maximizar la consistencia y el valor de la inversi\u00f3n en v\u00eddeo digital; beneficiarse de la verificaci\u00f3n de terceros de IAS; y medir los resultados en CTV, incluyendo el alcance de calidad y las conversiones incrementales.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lanza IAS Total TV, una nueva suite que permite a los anunciantes decidir cu\u00e1ndo y c\u00f3mo quieren que aparezcan sus anuncios en contenidos de Televisi\u00f3n Conectada (CTV). <\/p>\n","protected":false},"author":29,"featured_media":239827,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[175,50,194],"class_list":["post-239824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-inversion-publicitaria","tag-tecnologia","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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