{"id":1625,"date":"2021-06-02T10:58:31","date_gmt":"2021-06-02T10:58:31","guid":{"rendered":"https:\/\/imaginadigital.com\/?p=1625"},"modified":"2022-09-08T14:14:22","modified_gmt":"2022-09-08T12:14:22","slug":"adios-a-las-cookies-un-cambio-historico-en-la-publicidad-en-internet","status":"publish","type":"post","link":"https:\/\/imaginadigital.com\/en\/blog\/adios-a-las-cookies-un-cambio-historico-en-la-publicidad-en-internet\/","title":{"rendered":"Adi\u00f3s a las cookies: un cambio hist\u00f3rico en la publicidad en internet"},"content":{"rendered":"

Arnau Sanz, socio director de IMAGINA, habla en los medios de comunicaci\u00f3n sobre la desaparici\u00f3n de las cookies, un cambio que despierta un gran inter\u00e9s medi\u00e1tico.<\/strong><\/p>\n

Arnau Sanz, socio director de IMAGINA, afirma que las cookies son la base de la publicidad digital: una herramienta esencial para recoger datos, identificar audiencias y mejorar la experiencia de los usuarios. La desaparici\u00f3n de estas herramientas de rastreo abre un nuevo escenario para las marcas y empresas que basan su estrategia en personalizar su comunicaci\u00f3n a trav\u00e9s canales digitales. Diferentes medios de comunicaci\u00f3n han entrevistado a Sanz para conocer su opini\u00f3n.<\/p>\n

\u201cLa poca legislaci\u00f3n que hay en Internet permite que gigantes como Google impongan <\/em>su criterio y visi\u00f3n empresarial por encima de las necesidades o los problemas reales <\/em>para la sociedad. Los usuarios no son reacios a los anuncios y al intercambio de <\/em>datos, especialmente si estos se adaptan a sus necesidades. No conozco a nadie en contra de tener contenido y publicidad personalizada<\/em>\u201d explica Sanz.<\/p>\n

Para Google, eliminar las cookies y apostar por un sistema nuevo les permitir\u00e1 encarecer los precios y fidelizar clientes. Por ello, Sanz explica que quien no est\u00e9 preparado para el cambio, tendr\u00e1 que aumentar los costes para tener mayores resultados.<\/p>\n

\u201cLa publicidad program\u00e1tica tambi\u00e9n brinda a los anunciantes una ventaja competitiva: estar en el lugar correcto, en el momento correcto, en millones de momentos potenciales<\/em>\u201d recuerda Sanz.<\/p>\n

Las agencias deben ser las primeras en adaptarse y expandir el conocimiento ante este cambio que marcar\u00e1 un antes y un despu\u00e9s en la publicidad digital.<\/p>\n

Solo con la elaboraci\u00f3n de una estrategia optimizada y la correcta gesti\u00f3n de las bases de datos y el dominio de los canales digitales, estaremos preparados para decir adi\u00f3s a las cookies.<\/p>\n","protected":false},"excerpt":{"rendered":"

Arnau Sanz, socio director de IMAGINA, habla en los medios de comunicaci\u00f3n sobre la desaparici\u00f3n de las cookies, un cambio que despierta un gran inter\u00e9s medi\u00e1tico. Arnau Sanz, socio director de IMAGINA, afirma que las cookies son la base de la publicidad digital: una herramienta esencial para recoger datos, identificar audiencias y mejorar la experiencia … Read more<\/a><\/p>\n","protected":false},"author":4,"featured_media":4225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nAdi\u00f3s a las cookies: cambio hist\u00f3rico en la publicidad en internet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/imaginadigital.com\/en\/blog\/adios-a-las-cookies-un-cambio-historico-en-la-publicidad-en-internet\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adi\u00f3s a las cookies: cambio hist\u00f3rico en la publicidad en internet\" \/>\n<meta property=\"og:description\" content=\"Arnau Sanz, socio director de IMAGINA, habla en los medios de comunicaci\u00f3n sobre la desaparici\u00f3n de las cookies, un cambio que despierta un gran inter\u00e9s medi\u00e1tico. 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