{"id":326372,"date":"2021-03-11T05:00:00","date_gmt":"2021-03-11T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\/"},"modified":"2021-03-11T05:00:00","modified_gmt":"2021-03-11T05:00:00","slug":"xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/es\/news\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\/","title":{"rendered":"Xandr e Integral Ad Science se asocian para ofrecer a los anunciantes tecnolog\u00eda contextual m\u00e1s s\u00f3lida"},"content":{"rendered":"

Integral Ad Science (IAS)<\/span>, l\u00edder mundial de verificaci\u00f3n de campa\u00f1as digitales, anunci\u00f3 hoy que la plataforma de compra de Xandr, Xandr Invest, ofrece a partir de ahora y a nivel global el <\/span>targeting<\/span><\/i> contextual as\u00ed como la tecnolog\u00eda contextual de IAS que evita que las campa\u00f1as se inserten junto a determinado contenido en todas las compras program\u00e1ticas. De esta forma, los anunciantes que utilicen el DSP Xandr Invest pueden acceder a la lista de IAS de m\u00e1s de 300 segmentos contextuales para orientar las campa\u00f1as y que estas aparezcan junto a contenido adecuado, as\u00ed como optimizar sus compras program\u00e1ticas <\/span>pre-bid<\/span><\/i>.<\/span><\/span><\/span><\/span><\/span><\/p>\n

Sobre la apreciaci\u00f3n que tienen los consumidores de las marcas en relaci\u00f3n al contexto junto al que aparecen las impresiones, un reciente <\/span>estudio<\/span><\/a> de IAS muestra que el 80% de los consumidores considera que el contenido junto al que se encuentran los mensajes publicitarios afecta a la percepci\u00f3n de la marca. En este sentido, la herramienta de control del contexto, ya disponible para campa\u00f1as en ingl\u00e9s, franc\u00e9s, alem\u00e1n, italiano y espa\u00f1ol, y pr\u00f3ximamente para otros idiomas, que IAS ofrece a los compradores program\u00e1ticos de Xandr Invest, proporciona <\/span>una precisi\u00f3n sin precedentes para la gesti\u00f3n de sus campa\u00f1as. De tal forma, que de manera escalable, pueden determinar que estas aparezcan junto a contenido relevante para la marca, as\u00ed como evitar que lo hagan junto a contenido no adecuado para ellas. Esta integraci\u00f3n ampl\u00eda as\u00ed la relaci\u00f3n existente entre IAS y Xandr, que ya inclu\u00eda tecnolog\u00eda para controlar la seguridad de marca, el fraude digital y la visibilidad de las impresiones.<\/span><\/p>\n

“El crecimiento de la program\u00e1tica sigue superando las expectativas y al asociarnos con Xandr estamos ayudando a que cada vez m\u00e1s anunciantes logren resultados a\u00fan m\u00e1s s\u00f3lidos para sus campa\u00f1as, ya que se benefician de las \u00faltimas herramientas contextuales”, afirma Lisa Utzschneider, CEO de IAS. “En el panorama publicitario actual, el contexto nunca ha sido tan relevante para los especialistas de marketing. Ahora tienen m\u00e1s control para garantizar la idoneidad del contexto junto al que se insertan sus campa\u00f1as directamente en el DSP Xandr Invest”.<\/span><\/p>\n

“Vemos que en la actualidad cada vez m\u00e1s especialistas de marketing se inclinan hacia el <\/span>targeting<\/span><\/i> contextual y hacia la tecnolog\u00eda contextual que evita que las campa\u00f1as se insertan jungo a cierto contenido, lo que hace que nuestro trabajo con IAS, ahora ampliado, sea a\u00fan m\u00e1s relevante”, se\u00f1ala Dylan McBride, responsable mundial de Partnerships de Xandr. “Nuestros anunciantes buscan la transparencia y el control de las campa\u00f1as para ejecutarlas junto a contenido de confianza y eso es exactamente lo que ofrece IAS”.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Integral Ad Science (IAS), l\u00edder mundial de verificaci\u00f3n de campa\u00f1as digitales, anunci\u00f3 hoy que la plataforma de compra de Xandr, Xandr Invest, ofrece a partir de ahora y a nivel global el targeting contextual as\u00ed como la tecnolog\u00eda contextual de IAS que evita que las campa\u00f1as se inserten junto a determinado contenido en todas las compras program\u00e1ticas.<\/p>\n","protected":false},"author":1,"featured_media":293819,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-326372","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nXandr e Integral Ad Science se asocian para ofrecer a los anunciantes tecnolog\u00eda contextual m\u00e1s s\u00f3lida - 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\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Xandr e Integral Ad Science se asocian para ofrecer a los anunciantes tecnolog\u00eda contextual m\u00e1s s\u00f3lida\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science (IAS), l\u00edder mundial de verificaci\u00f3n de campa\u00f1as digitales, anunci\u00f3 hoy que la plataforma de compra de Xandr, Xandr Invest, ofrece a partir de ahora y a nivel global el targeting contextual as\u00ed como la tecnolog\u00eda contextual de IAS que evita que las campa\u00f1as se inserten junto a determinado contenido en todas las compras program\u00e1ticas.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/es\/news\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Convo_Gray-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"840\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/news\\\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/es\\\/news\\\/xandr-e-integral-ad-science-se-asocian-para-ofrecer-a-los-anunciantes-tecnologia-contextual-mas-solida\\\/\",\"name\":\"Xandr e Integral Ad Science se asocian para ofrecer a los anunciantes tecnolog\u00eda contextual m\u00e1s s\u00f3lida - 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