Por Donny Aguilar, gerente de Anagram para Latinoamérica.
La calidad de inventario en las compras programáticas y la transparencia de las fuentes de este inventario son los principales temores de las grandes marcas en cuestión de publicidad digital. Es cierto que se podrían estar arreglando vallas en cuestiones de privacidad a través de adblockers, eliminar el tráfico fraudulento, publicidad molesta e intrusiva; los cuales afectan el desempeño de las campañas publicitarias y la percepción que tienen los usuarios de la marca. Pero la transparencia -o la falta de ella- sigue siendo un problema en México.
La razón por la que hay problemas de transparencia en el mundo de las agencias es porque las agencias juegan con los márgenes y no son capaces de transmitir cuál es su valor real, en lugar de tener esa conversación con sus clientes sobre el valor que están proporcionando, las agencias encuentran maneras de obtener lo que creen que es su valor del ecosistema digital. En algunos casos puede ser una cuestión de márgenes no revelados, en otros es el double dippin o rebates. En el mundo digital parece que a veces, las plataformas tecnológicas se aprovechan de su relación-directa con sus clientes para hacer un poco de skimming.Todo esto se reduce a “opacidad”.
Cuanta menos transparencia exista más difícil será desarrollar una estrategia exitosa y ejecutarla. Como agencia es importante entender lo que sucede en cada uno de los canales de anuncios, pero principalmente para los anunciantes para evitar perder o “dejar de ver” información que de alguna u otra manera nos ayudaría a tomar mejores decisiones. Creemos que la falta de transparencia inhibe a las grandes marcas de aprovechar todo lo que la compra programática tiene que ofrecer. Las agencias deben empezar a establecer contratos de plataforma directa con sus clientes en lugar de actuar como intermediarios y sobretodo operar con “transparencia radical”.
Para los anunciantes el tener la capacidad de saber exactamente cuánto de sus presupuestos de medios se destinan a gastos de trabajo; cuánto va hacia el servicio; cuánto está siendo absorbido por los costos de tecnología y el hecho de acceder en cualquier momento a la información, es el sello de confianza imprescindible para una larga y sólida relación de negocios.
Con la actual tendencia tecnológica a la miniaturización, el diseño y construcción de los nanosatélites acelera su paso en México, gracias al talento y entusiasmo de nuevas generaciones.
Si este año no es la excepción y las ventas se incrementan, es importante estar preparado desde un comienzo, tomando en cuenta los consejos de Microsip.
Para los proveedores de empaques y fabricantes, esta tendencia ofrece la oportunidad de beneficiarse de un flujo de negocios más estable y una producción más eficiente. La tecnología de envasado versátil y los procesos automatizados serán cruciales para adaptarse a estos cambios y aprovechar las oportunidades que la racionalización de SKU presenta.
¡La simplificación no es solo una tendencia, sino una estrategia fundamental para la rentabilidad y la eficiencia en la industria de bienes de consumo!
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The minister and the chief assistant agree with each other.Four You can try to start with the local government of Yunzhou.
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He staggered, let out an ouch , missed the step and fell down.
Getting better, This arrangement is okay. And I m going to prepare for tomorrow.Yesterday afternoon we also found some experts in traditional Chinese medicine, and they also said that recovery from a stroke will take three months.
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Oh, it s so uncomfortable Who would have thought that Professor Wang could run away so easily.When do you want it I m done. I ll bring it down to you.
As for the amount of money, you can talk to the director yourself.Duda said and laughed again, I originally wanted to win over this old immortal.
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A semicircular shield stands outside.An old man raised his voice and said Now the trial begins.It s surprising that he didn t find any trace of him when he dived so close.
