{"id":82438,"date":"2019-06-17T16:20:43","date_gmt":"2019-06-17T14:20:43","guid":{"rendered":"https:\/\/ipmark.com\/?p=82438"},"modified":"2019-06-17T16:20:43","modified_gmt":"2019-06-17T14:20:43","slug":"grupo-godo-vocento-prisa-lanzan-wemass-marketplace-publicidad-programatica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=82438","title":{"rendered":"Aterriza WEMASS, la marketplace de publicidad program\u00e1tica del Grupo God\u00f3, Vocento y Prisa"},"content":{"rendered":"<figure id=\"attachment_82440\" aria-describedby=\"caption-attachment-82440\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-82440\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/06\/wemass.jpg\" alt=\"El proyecto WEMASS estar\u00e1 dirigido por Pl\u00e1cido Balmaseda, exdirector generalro del Grupo Antevenio.director general de Antevenio Rich&amp;Reach\" width=\"690\" height=\"392\" \/><figcaption id=\"caption-attachment-82440\" class=\"wp-caption-text\">El proyecto WEMASS estar\u00e1 dirigido por Pl\u00e1cido Balmaseda, exdirector general en Antevenio Rich&amp;Reach.<\/figcaption><\/figure>\n<p><strong>La publicidad program\u00e1tica cada vez tiene una mayor penetraci\u00f3n en nuestro pa\u00eds, aunque las cifras sean\u00a0reducidas en comparaci\u00f3n con otros mercados internacionales, como el norteamericano, alem\u00e1n o brit\u00e1nico. <\/strong><\/p>\n<p>A pesar de ello, el crecimiento es constante en Espa\u00f1a. Los grandes grupos de comunicaci\u00f3n, <strong>Grupo God\u00f3, Vocento y Prisa,<\/strong> son conscientes de ello e iniciaron <strong>una alianza a finales del a\u00f1o pasado<\/strong> para unir sus inventarios en <strong><a href=\"https:\/\/ipmark.com\/prisa-vocento-plataforma-publicidad-programatica\/\">un proyecto conjunto de venta de publicad program\u00e1tica<\/a>. <\/strong>Despu\u00e9s de la aprobaci\u00f3n de la <strong>Comisi\u00f3n Nacional de los Mercados y la Competencia (CNMC), <\/strong>el plan de las tres empresas editoriales comienza sus primeros pasos. El proyecto estar\u00e1 dirigido<a href=\"https:\/\/ipmark.com\/puremobile2019-retos-transformacion-digital-movil\/\"><strong>\u00a0por Pl\u00e1cido Balmaseda<\/strong><\/a>, qui\u00e9n fue director general en Antevenio Rich&amp;Reach durante seis a\u00f1os,\u00a0y que contar\u00e1 con un e<strong>quipo comercial, anal\u00edtico y tecnol\u00f3gico<\/strong> con alta experiencia en el sector publicitario.<\/p>\n<p>Bajo el nombre <strong>WEMASS Media Audience\u00a0 Safe Solution<\/strong>, la nueva marketplace de venta de publicidad program\u00e1tica, permite combinar la audiencia de los editores con sus inventarios de espacios publicitarios. La alianza ayudar\u00e1 <strong>a llegar al 94% de la audiencia nacional<\/strong>, lo que representa m\u00e1s de <strong>30,4 millones de usuarios \u00fanicos<\/strong>, seg\u00fan datos recientes de Comscore.<\/p>\n<p>La plataforma WEMASS <strong>posibilita al anunciante acceder a un inventario seguro y cualificado<\/strong>, consiguiendo as\u00ed acciones publicitarias de alto impacto, visibilidad, conversi\u00f3n, notoriedad y eficiencia. Esta nueva marketplace sigue la tendencia de otros pa\u00edses europeos, como <strong>Reino Unido, Alemania y Francia,<\/strong> donde ya existen acuerdos entre grandes grupos editoriales.<\/p>\n<p>Por otra parte, los tres grupos de comunicaci\u00f3n continuar\u00e1n trabajando de forma <strong>independiente con la venta de publicidad a trav\u00e9s de sus marcas<\/strong>, pero adicionalmente unir\u00e1n en este proyecto su inventario para aumentar la competencia.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicidad program\u00e1tica cada vez tiene una mayor penetraci\u00f3n en nuestro pa\u00eds, aunque las cifras sean\u00a0reducidas en comparaci\u00f3n con otros<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-82438","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Grupo God\u00f3, Vocento y Prisa lanzan WEMASS: marketplace de publicidad program\u00e1tica<\/title>\n<meta name=\"description\" content=\"Grupo God\u00f3, Vocento y Prisa lanzan WEMASS, principal marketplace de publicidad program\u00e1tica de nuestro pa\u00eds, con el objetivo de unir inventarios.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=82438\" \/>\n<meta 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