{"id":326319,"date":"2018-10-15T04:00:00","date_gmt":"2018-10-15T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/espana-marketingdirecto-guia-de-estandares-y-buenas-practicas-de-ad-viewability-de-la-teoria-a-la-practica\/"},"modified":"2018-10-15T04:00:00","modified_gmt":"2018-10-15T04:00:00","slug":"espana-marketingdirecto-guia-de-estandares-y-buenas-practicas-de-ad-viewability-de-la-teoria-a-la-practica","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/es\/news\/espana-marketingdirecto-guia-de-estandares-y-buenas-practicas-de-ad-viewability-de-la-teoria-a-la-practica\/","title":{"rendered":"Espa\u00f1a | MarketingDirecto : Gu\u00eda de Est\u00e1ndares y Buenas Pr\u00e1cticas de Ad Viewability: de la teor\u00eda a la pr\u00e1ctica"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><em>Nuria Gim\u00e9nez, Digital senior manager de Coca-Cola y Carter Nicholas, Managing director, Spain &amp; Portugal de Integral Ad Science (IAS) abordan la aplicaci\u00f3n de los est\u00e1ndares de visibilidad a trav\u00e9s de un caso pr\u00e1ctico.<\/em><\/p>\n<p><iframe title=\"Seminario Ad Viewabiliy de CIP: Nuria Gim\u00e9nez (Coca-Cola) y Carter Nicholas (AIS)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/EuK9tAm2t5w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>La industria publicitaria espa\u00f1ola se ha reunido esta ma\u00f1ana en el Campus Repsol para dialogar, reflexionar y compartir los est\u00e1ndares comunes y las pautas que la Comisi\u00f3n de Industria Publicitaria (CIP) ha establecido en la &#8220;<strong>Gu\u00eda de Est\u00e1ndares y Buenas Pr\u00e1cticas de Ad Viewability<\/strong>&#8220;.<\/p>\n<p>Tras una presentaci\u00f3n te\u00f3rica del contenido de la gu\u00eda, la pr\u00e1ctica ha corrido a cargo de Nuria Gim\u00e9nez, Digital senior manager de Coca-Cola y Carter Nicholas, Managing director, Spain &amp; Portugal de Integral Ad Science (IAS) que han abordado la aplicaci\u00f3n de la gu\u00eda al trabajo de las marcas desde su propia experiencia.<\/p>\n<p>El experimento que evalu\u00f3 la utilidad de las pautas marcadas por la CIP lo puso en marcha Coca-Cola en su campa\u00f1a de Navidad. El objetivo era comparar la misma creatividad en el mismo formato durante un per\u00edodo de tiempo razonable en 2 publishers y con 4 tecnolog\u00edas distintas.<\/p>\n<p>Leer art\u00edculo completo en <a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/digital\/guia-de-estandares-y-buenas-practicas-de-ad-viewability-de-la-teoria-a-la-practica\" rel=\"noopener\" target=\"_blank\">MarketingDirecto.com<\/a>.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nuria Gim\u00e9nez, Digital senior manager de Coca-Cola y Carter Nicholas, Managing director, Spain &amp; Portugal de Integral Ad Science (IAS) abordan la aplicaci\u00f3n de los est\u00e1ndares de visibilidad a trav\u00e9s de un caso pr\u00e1ctico.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-326319","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Espa\u00f1a | MarketingDirecto : Gu\u00eda de Est\u00e1ndares y Buenas Pr\u00e1cticas de Ad Viewability: de la teor\u00eda a la pr\u00e1ctica - Integral Ad Science<\/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:\/\/integralads.com\/es\/news\/espana-marketingdirecto-guia-de-estandares-y-buenas-practicas-de-ad-viewability-de-la-teoria-a-la-practica\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Espa\u00f1a | MarketingDirecto : Gu\u00eda de Est\u00e1ndares y Buenas Pr\u00e1cticas de Ad Viewability: de la teor\u00eda a la pr\u00e1ctica\" \/>\n<meta property=\"og:description\" content=\"Nuria Gim\u00e9nez, Digital senior manager de Coca-Cola y Carter Nicholas, Managing director, Spain &amp; 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