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.
Pocas tecnologías crecieron tan rápidamente como la computación en la nube y las coubicaciones —tanto dentro del mercado de los centros de datos como para la sociedad en general—.
La tecnología ayuda a los fabricantes de dispositivos a lanzar al mercado de forma más rápida y rentable, y de alta calidad, consistentes en experiencia al consumidor en las aplicaciones y dispositivos Android.
Con herramientas de inteligencia artificial, los tutores obtienen capacidades como predecir la calificación que obtendrá un estudiante o caracterizar su comportamiento de aprendizaje, esto es, una disminución en su carga de trabajo».
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Then he lifted his body, flapped his wings and flew up to the sky again, heading towards Flying away in the distance.In fact, when Qingyang first came to the Liang family, he had no intention of really doing anything to the Liang family.
It seems that when he entered the secret palace, the first thing he encountered was the medicine garden, and then he devoted all his energy to destroying it.As for Tao Zhengyou and Tao Yougong, they were not very strong in the first place.
stand up. The evil spirit in the Chaos Demon Valley is similar to the Yinming ghost energy used by the One horned Ghost King.Qin Ruyan s attack on the restraint was forcibly interrupted.
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