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.
On, la innovadora marca de ropa deportiva con sede en Suiza, ha dado un paso audaz hacia la optimización de su cadena de suministro al asociarse con Verity, un líder en inteligencia artificial y robótica.
En México, gracias a la apertura de empresas que han mostrado un gran compromiso con la tecnología, poco a poco han ido ganando terreno los rubros del marketing digital.
La IA está siendo aprovechada por la industria de viaje como una oportunidad para atender a sus clientes de una forma más personalizada y más económica.
La donación de Bayer fue el primer cargamento recibido en almacenamiento seguro en la Ciudad de México donado por Kuehne + Nagel International, que servirá como centro principal de logística para Direct Relief México.
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We are preparing to use this as bait to set up a trap to attract the opponent.The massive amounts of wheat released by the wizards earlier are also real.
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It was probably annihilated by the breath. The situation on the field suddenly came to a stalemate.Throwing it in other cities in the empire would not have any good effect, and would also affect a large number of poor people.
The electromagnetic gun flying at ninety times the speed of sound seemed to be submerged in the mire, and its speed was decreasing at a rate visible to the naked eye.No, Lydia, you should stay at the Alchemy Research Institute first.
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How dare these demon minions and damn lunatics dare to blaspheme the great Lord Monroe roared in a low voice, slamming his fist on the wall beside him.It will only get harder Master Jeffrey An apprentice knocked on the door lightly and came in, interrupting the conversation between the two, and then reported respectfully.
