{"id":15784,"date":"2024-02-16T14:00:39","date_gmt":"2024-02-16T12:00:39","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=15784"},"modified":"2024-02-28T20:48:37","modified_gmt":"2024-02-28T18:48:37","slug":"lo-que-se-espera-de-la-publicidad-programatica","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/en\/noticias\/lo-que-se-espera-de-la-publicidad-programatica\/","title":{"rendered":"Lo que se espera de la publicidad program\u00e1tica"},"content":{"rendered":"<div id=\"attachment_15785\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-15785\" class=\"wp-image-15785 size-large\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-2-1024x678.jpeg\" alt=\"publicidad program\u00e1tica\" width=\"1024\" height=\"678\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-2-1024x678.jpeg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-2-300x199.jpeg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-2-768x509.jpeg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-2.jpeg 1132w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-15785\" class=\"wp-caption-text\">Foto: Pexels.com<\/p><\/div>\n<p><strong>En 2023 los sistemas para hacer compras automatizadas representaron el 72,3% de lo que se invirti\u00f3 en medios digitales.<\/strong> As\u00ed lo reflejan estad\u00edsticas de la IAB Spain. Es por ello que se espera que esta publicidad program\u00e1tica siga su evoluci\u00f3n y llegue alcanzar el 80% de la inversi\u00f3n total. Es decir, habr\u00e1 una consolidaci\u00f3n de esta industria inmersa en la publicidad digital este 2024.<\/p>\n<p><strong>Son varios los temas que la publicidad program\u00e1tica tiene que abarcar para cumplir con las tendencias de este a\u00f1o.<\/strong> Al menos, as\u00ed lo cree el\u00a0 CTO de Adform, Jochen Schlosser. En una entrevista, el ejecutivo se\u00f1al\u00f3 que no hay mayores cambios a los que se vivieron en 2023, pero deben reforzarse. \u201cLa realidad es que no veremos grandes nuevas tendencias en la publicidad program\u00e1tica, ya que el mercado es bastante s\u00f3lido y estable, pero la clave estar\u00e1 en qu\u00e9 quieres enfocarte y en qu\u00e9 no en 2024\u201d, expres\u00f3 Schlosser.<\/p>\n<p><strong>En primer lugar se halla la desaparici\u00f3n definitiva de las cookies de terceros.<\/strong> Es por ello que quienes no han tomado las acciones pertinentes para cambiar al first party data tendr\u00e1n que afrontar un mayor trabajo en ese aspecto. Es necesario no atrasarse en este sentido\u00a0 para que al estar listos se considere el empleo del Privacy Sandbox de Google. Lo que se espera es que este se convierta en la alternativa confiable para brindar privacidad y soluciones a usuarios y anunciantes.<\/p>\n<div id=\"attachment_15788\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-15788\" class=\"size-large wp-image-15788\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1-1024x682.jpg\" alt=\"\" width=\"1024\" height=\"682\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1-1024x682.jpg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1-300x200.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1-768x512.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1-900x600.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2024\/02\/Lo-que-se-espera-de-la-publicidad-programatica-1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-15788\" class=\"wp-caption-text\">Foto: Pexels.com<\/p><\/div>\n<p><strong>En 2023 muchas empresas emprendieron estrategias ligadas a la sostenibilidad.<\/strong> Sin embargo, el empe\u00f1o por desarrollar planes para el cuidado medioambiental perdi\u00f3 fuerza. Entre las razones figuran los altos costes, pero se trata de una inversi\u00f3n exigida cada vez m\u00e1s por las audiencias. Es por ello que ser\u00e1 fundamental que la publicidad digital, as\u00ed como todas las dem\u00e1s industrias retomen el foco con acciones distintas a las ya empleadas. Innovar y arriesgarse a destinar presupuesto a la publicidad program\u00e1tica har\u00e1 la diferencia.<\/p>\n<p><strong>La omnicanalidad se ha vuelto obligatoria desde hace alg\u00fan tiempo y este 2024 no ser\u00e1 diferente.<\/strong> Son diversas las plataformas publicitarias que existen y por ello estar presente en \u201ctodas partes\u201d se ha vuelto necesario. Hay que buscar los canales m\u00e1s efectivos para los anunciantes seg\u00fan la audiencia. Igualmente generar anuncios seg\u00fan el contexto pertinente para la marca. El reto ser\u00e1 darles el correcto seguimiento y medici\u00f3n a cada medio.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2023 los sistemas para hacer compras automatizadas representaron el 72,3% de lo que se invirti\u00f3 en medios digitales. As\u00ed lo reflejan estad\u00edsticas de la IAB Spain. Es por ello&#8230;<\/p>\n","protected":false},"author":1001014,"featured_media":15788,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[276,131],"tags":[1534,818,486,820,259,1533,321,614,314,305,229,1535,344,329,784,1536,380,395,846,1532,1537,619,137],"class_list":{"0":"post-15784","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-nueva-tecnologia","9":"tag-ambientalismo","10":"tag-anunciantes","11":"tag-anuncios","12":"tag-canales","13":"tag-cookies","14":"tag-cookiesdeterceros","15":"tag-digital","16":"tag-ecologia","17":"tag-empresas","18":"tag-espana","19":"tag-marketing","20":"tag-medioambiental","21":"tag-medios","22":"tag-negocios","23":"tag-omnicanal","24":"tag-omnicanalidad","25":"tag-plataformas","26":"tag-publicidad","27":"tag-publicidaddigital","28":"tag-publicidadprogramatica","29":"tag-redesscoiales","30":"tag-sostenibilidad","31":"tag-valencia"},"yoast_head":"<!-- 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