{"id":326354,"date":"2020-06-01T04:00:00","date_gmt":"2020-06-01T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/marketingdirecto-inteligencia-artificial-para-atajar-el-fraude-publicitario-digital-de-bots\/"},"modified":"2025-05-19T17:18:34","modified_gmt":"2025-05-19T17:18:34","slug":"marketingdirecto-inteligencia-artificial-para-atajar-el-fraude-publicitario-digital-de-bots","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/es\/news\/marketingdirecto-inteligencia-artificial-para-atajar-el-fraude-publicitario-digital-de-bots\/","title":{"rendered":"MarketingDirecto | Inteligencia Artificial para atajar el fraude publicitario digital de bots"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">En los \u00faltimos a\u00f1os, y m\u00e1s recientemente con\u00a0<strong>la entrada en vigor del GDPR<\/strong>, las exigencias regulatorias sobre\u00a0 privacidad en internet est\u00e1n mejorando la protecci\u00f3n de los datos\u00a0 personales de los usuarios. Como resultado,\u00a0<strong>muchos sitios web han implementado un proceso de consentimiento que requiere que tanto los sites<\/strong>, como los\u00a0 anunciantes y el resto de actores del entorno digital, s\u00f3lo pueden recopilar\u00a0 y\u00a0 procesar las cookies de aquellos\u00a0 usuarios que consienten afirmativamente su uso.<\/span><\/span><\/span><\/span><\/p>\n<div id=\"vidoomy\">\n<div>\n<div id=\"1591611446221358230643\">\n<div id=\"lkqdad987701\">Sin embargo, y a pesar de los estrictos controles de privacidad, tal y como revela un an\u00e1lisis de IAS\u00a0(Integral Ad Science),\u00a0<strong>hoy en d\u00eda hay bots que son capaces de aceptar las cookies como si fueran humanos<\/strong>\u00a0gracias a sus avanzados sistemas de simulaci\u00f3n conductual humana. O de crear perfiles similares a los que configuran las personas y que les ayudan a permanecer activos sin ser detectados.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Para\u00a0 combatir\u00a0 este\u00a0 tipo\u00a0 de pr\u00e1cticas delictivas, IAS cuenta con una unidad de lucha contra el fraude digital;\u00a0<strong>Threat Lab<\/strong>. Este departamento cuenta con una avanzada tecnolog\u00eda, que combina\u00a0<strong>Inteligencia Artificial y machine learning<\/strong>,\u00a0 que\u00a0 le permite desenmascarar cualquier tipo de comportamiento de bots, que, en el \u00e1mbito de la publicidad digital, es capaz de adaptarse a las realidades de un ecosistema en constante cambio, como por ejemplo el GDPR.<\/p>\n<p>Al mismo tiempo, el trabajo recomienda a los anunciantes no limitar la optimizaci\u00f3n de las campa\u00f1as de publicidad digital a m\u00e9tricas de comportamiento, que por s\u00ed solas\u00a0<strong>no son capaces de eliminar el tr\u00e1fico fraudulento<\/strong>. Y pone de manifiesto tambi\u00e9n que la publicidad en sitios con muros de cookies, registros forzosos o incluso con muros de pago, no son garant\u00eda segura de \u00e9xito, al no encontrarse libres de la actividad de los bots, si no se cuenta con tecnolog\u00eda para combatirla.<\/p>\n<p>El an\u00e1lisis de IAS concluye poniendo de manifiesto que la detecci\u00f3n de la actividad fraudulenta de los sofisticados bots s\u00f3lo puede ser combatida eficazmente con la implementaci\u00f3n de sofisticada tecnolog\u00eda, que es capaz de detectar el fraude digital en sus m\u00faltiples manifestaciones, al mismo tiempo que dar\u00a0 respuesta con la misma rapidez a las nuevas estrategias fraudulentas que proliferan<\/p>\n<p>Leer el art\u00edculo completo en <a href=\"https:\/\/www.marketingdirecto.com\/digital-general\/digital\/inteligencia-artificial-para-atajar-el-fraude-publicitario-digital-de-bots\">marketingdirecto.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS Threat Lab departamento contra el fraude digital cuenta con una tecnolog\u00eda, que combina\u00a0Inteligencia Artificial y machine learning,\u00a0 que\u00a0 le permite desenmascarar cualquier tipo de bots.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[696],"class_list":["post-326354","portfolio","type-portfolio","status-publish","hentry","portfolio-types-cobertura-de-prensa"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - 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