{"id":325324,"date":"2021-11-17T16:07:27","date_gmt":"2021-11-17T16:07:27","guid":{"rendered":"https:\/\/integralads.com\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/"},"modified":"2023-09-26T12:16:50","modified_gmt":"2023-09-26T12:16:50","slug":"perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/","title":{"rendered":"Perfeccionando tu flujo de compra program\u00e1tica"},"content":{"rendered":"\n

Tras a\u00f1os de crecimiento, la publicidad program\u00e1tica se ha situado a la vanguardia de la compra de medios. Y aunque la publicidad program\u00e1tica puede maximizar el alcance de la audiencia y aumentar la eficacia de las campa\u00f1as, la falta de visibilidad de los costes en el flujo de compra, as\u00ed como de su transparencia, siguen siendo los principales problemas para los compradores de publicidad. <\/p>\n\n\n\n

En nuestro \u00faltimo estudio, IAS trabaj\u00f3 con IPSOS para realizar encuestas a expertos en medios digitales que compran anuncios digitales de forma program\u00e1tica. El objetivo era comprender mejor la publicidad program\u00e1tica, especialmente la optimizaci\u00f3n del flujo de compra (SPO) en ella. <\/p>\n\n\n\n

Hemos descubierto… <\/p>\n\n\n\n

– El 95% de los compradores de publicidad est\u00e1n implementando o planean implementar la tecnolog\u00eda SPO el pr\u00f3ximo a\u00f1o <\/p>\n\n\n\n

– El 52% de los expertos en compra de medios afirma que la mitad o m\u00e1s de su presupuesto publicitario se negocia de forma program\u00e1tica <\/p>\n\n\n\n

– El 42% de los compradores de publicidad afirman que la falta de transparencia es el principal reto de la publicidad program\u00e1tica Descarga el estudio completo, Perfecting your Supply Path, para descubrir c\u00f3mo los expertos en compra de medios est\u00e1n abordando la tecnolog\u00eda SPO.<\/p>\n\n\n\n


Descarga el estudio completo, Perfecting your Supply Path, para descubrir c\u00f3mo los expertos en compra de medios est\u00e1n abordando la tecnolog\u00eda SPO.<\/p>\n","protected":false},"excerpt":{"rendered":"

Tras a\u00f1os de crecimiento, la publicidad program\u00e1tica se ha situado a la vanguardia de la compra de medios. Y aunque la publicidad program\u00e1tica puede maximizar el alcance de la audiencia y aumentar la eficacia de las campa\u00f1as, la falta de…<\/p>\n","protected":false},"author":1,"featured_media":293895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[619,608],"tags":[],"class_list":["post-325324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-efficiency-optimization-es","category-programatica-es"],"acf":[],"yoast_head":"\nPerfeccionando tu flujo de compra program\u00e1tica - 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\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Perfeccionando tu flujo de compra program\u00e1tica\" \/>\n<meta property=\"og:description\" content=\"Tras a\u00f1os de crecimiento, la publicidad program\u00e1tica se ha situado a la vanguardia de la compra de medios. Y aunque la publicidad program\u00e1tica puede maximizar el alcance de la audiencia y aumentar la eficacia de las campa\u00f1as, la falta de...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-17T16:07:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-26T12:16:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS_SPO_Insider.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Perfeccionando tu flujo de compra program\u00e1tica\",\"datePublished\":\"2021-11-17T16:07:27+00:00\",\"dateModified\":\"2023-09-26T12:16:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\"},\"wordCount\":241,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS_SPO_Insider.png\",\"articleSection\":[\"Efficiency & Optimization\",\"Open Web\"],\"inLanguage\":\"es-ES\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\",\"url\":\"https:\/\/integralads.com\/es\/insider\/perfeccionando-tu-flujo-de-compra-programatica-the-expansion-of-spo\/\",\"name\":\"Perfeccionando tu flujo de compra program\u00e1tica - 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