{"id":7994,"date":"2018-07-18T08:44:05","date_gmt":"2018-07-18T08:44:05","guid":{"rendered":"https:\/\/networks.imdea.org\/auditoria-independiente-de-campanas-publicitarias-en-linea\/"},"modified":"2021-01-20T11:30:38","modified_gmt":"2021-01-20T10:30:38","slug":"auditoria-independiente-de-campanas-publicitarias-en-linea","status":"publish","type":"post","link":"https:\/\/networks.imdea.org\/es\/auditoria-independiente-de-campanas-publicitarias-en-linea\/","title":{"rendered":"Auditor\u00eda independiente de campa\u00f1as publicitarias en l\u00ednea"},"content":{"rendered":"<p><\/p>\n<p class=\"rtejustify\">La falta de transparencia en el ecosistema de la publicidad online fuerza a los anunciantes a confiar en m\u00e9tricas e informes de los diferentes intermediarios involucrados en este mercado para evaluar la calidad de sus campa\u00f1as.<\/p>\n<hr \/>\n<p class=\"rtejustify\">En este video, <a href=\"https:\/\/networks.imdea.org\/es\/equipo\/equipo-imdea-networks\/personas\/patricia-callejo\/\" target=\"_blank\" rel=\"noopener\">Patricia Callejo<\/a>\u00a0y <a href=\"https:\/\/networks.imdea.org\/es\/equipo\/equipo-imdea-networks\/personas\/pelayo-vallina\/\" target=\"_blank\" rel=\"noopener\">Pelayo Vallina<\/a>, estudiantes de doctorado en IMDEA Networks Institute y la Universidad Carlos III de Madrid, describen una metodolog\u00eda que han desarrollado, como parte de un equipo internacional de investigadores, para auditar de manera independiente el rendimiento de las campa\u00f1as de publicidad que usan Google Adwords.<\/p>\n<p class=\"rtejustify\">Los investigadores han encontrado inconsistencias e informaci\u00f3n oculta en el reporte que ofrece Adwords a los anunciantes. Como explica Callejo: \u201cLa transparencia en el ecosistema es necesaria\u201d. Vallina a\u00f1ade: \u201cEl ecosistema de la publicidad online es como una caja negra, no sabes realmente lo que est\u00e1 pasando dentro\u201d.<\/p>\n<p class=\"rtejustify\">Estos hallazgos deber\u00edan animar a la industria de la tecnolog\u00eda publicitaria a estandarizar el uso de metodolog\u00edas de medici\u00f3n independientes y no solamente depender de los informes ofrecidos por cualquier intermediario del ecosistema. \u201cLos anunciantes deber\u00edan buscar otras m\u00e9tricas para verificar que estos intermediarios est\u00e1n haciendo su trabajo bien\u201d, dice Callejo.<\/p>\n<p class=\"rtejustify\">Las primeras conclusiones de este estudio fueron publicadas en 2016, pero el trabajo de este equipo todav\u00eda est\u00e1 en curso para arrojar m\u00e1s luz en el ecosistema de la publicidad online.<\/p>\n<p class=\"rtecenter\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Iq3oE4PrGoM\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"La falta de transparencia en el ecosistema de la publicidad online fuerza a los anunciantes a confiar en m\u00e9tricas e informes de los diferentes intermediarios involucrados en este mercado para evaluar la calidad de sus campa\u00f1as. En este video, Patricia Callejo\u00a0y Pelayo Vallina, estudiantes de doctorado en IMDEA Networks Institute y la Universidad Carlos III&#8230;","protected":false},"author":1,"featured_media":7995,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[482,465,490,488,485,467],"class_list":["post-7994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-data-analytics","tag-internet","tag-mobile-internet-traffic","tag-network-analytics","tag-network-economics","tag-uc3m"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Auditor\u00eda independiente de campa\u00f1as publicitarias en l\u00ednea - IMDEA Networks<\/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:\/\/networks.imdea.org\/es\/auditoria-independiente-de-campanas-publicitarias-en-linea\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Auditor\u00eda independiente de campa\u00f1as publicitarias en l\u00ednea - IMDEA Networks\" \/>\n<meta property=\"og:description\" content=\"La falta de transparencia en el ecosistema de la publicidad online fuerza a los anunciantes a confiar en m\u00e9tricas e informes de los diferentes intermediarios involucrados en este mercado para evaluar la calidad de sus campa\u00f1as. 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