{"id":412060,"date":"2019-02-11T00:00:00","date_gmt":"2019-02-11T00:00:00","guid":{"rendered":"https:\/\/adevinta.es\/stories\/articles\/deals-programatica"},"modified":"2019-02-11T00:00:00","modified_gmt":"2019-02-11T00:00:00","slug":"deals-programatica","status":"publish","type":"story","link":"https:\/\/adevinta.com\/es\/cuentos\/articulos\/deals-programatica\/","title":{"rendered":"Deals para llegar m\u00e1s all\u00e1 en cada etapa del camino publicitario"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>No hay enfrentamiento ni, por tanto, ganadores. En el debate, en publicidad digital, entre compra directa, program\u00e1tica y <strong><em>private marketplaces<\/em> (PMP)<\/strong> s\u00f3lo hay distintas herramientas con diferentes ventajas para cada escenario. Esa es al menos la conclusi\u00f3n general que dej\u00f3 el pasado viernes 8 de febrero el desayuno tem\u00e1tico <em>PMP Full Funnel: c\u00f3mo un private Marketplace puede ayudar a tu campa\u00f1a digital<\/em>.<\/p>\n<p>Durante m\u00e1s de una hora, unos setenta profesionales del sector se dieron cita en la sede madrile\u00f1a de la IAB para escuchar hablar de <em>deals<\/em> a Jos\u00e9 Manuel Olano (<em>Programmatic Expert Manager<\/em> de Schibsted Spain) y Adolfo Maceiras (<em>Head of traders<\/em> en BMind).\u00a0 Pero tambi\u00e9n para preguntarles y replicar: la fiabilidad de <strong>la data<\/strong> de terceros y la transparencia sobre la segmentaci\u00f3n de los <em>publishers<\/em> dieron buenos momentos de debate.<\/p>\n<p>Partiendo de una definici\u00f3n de los PMP que incluye el <strong>acceso a una audiencia, a <em>placements<\/em> y a formatos prioritarios<\/strong>, Olano lleg\u00f3 a la conclusi\u00f3n que cit\u00e1bamos al principio: \u201clos PMP complementan a la venta convencional y a la program\u00e1tica, porque alargan una campa\u00f1a puntual de <em>performance<\/em> para llegar al punto compra. Permite filtrar al p\u00fablico objetivo en el proceso para hacer <em>prospecting<\/em> y <em>retargeting<\/em>\u201d.<\/p>\n<p>Y en esta misma l\u00ednea se pronunci\u00f3 Maceiras: \u201ces una opci\u00f3n muy \u00fatil combinada con la <strong>compra directa<\/strong>. En funci\u00f3n de cada mercado, de la oferta de que se disponga, puede ser un complemento ideal para sumar impactos efectivos en el recorrido del usuario\u201d.<\/p>\n<p>La sesi\u00f3n gir\u00f3, por tanto, en torno al <strong><em>deal<\/em><\/strong>, incluyendo <em>open<\/em>, <em>preferred<\/em> o <em>private deals<\/em>; es decir, todo tipo de <a href=\"https:\/\/www.schibsted.es\/los-cinco-tipos-de-compra-en-publicidad-programatica\/\" target=\"_blank\" rel=\"noopener noreferrer\">acuerdo prioritario de compraventa de espacios publicitarios<\/a> mediante canales program\u00e1ticos. Y el <em>deal<\/em>, como se\u00f1al\u00f3 Olano en su conclusi\u00f3n, tiene ventajas a la hora de aprovechar todo <a href=\"https:\/\/www.schibsted.es\/como-ha-cambiado-funnel-conversion\" target=\"_blank\" rel=\"noopener noreferrer\">el <em>funnel<\/em><\/a>, facilita la operativa de gesti\u00f3n y alcanza a la audiencia segmentada a medida que avanza en el proceso de compra. Aunque, eso s\u00ed, \u201c<em>publisher<\/em> y <em>trader<\/em> tienen que cooperar\u201d para llevarla a buen t\u00e9rmino.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; No hay enfrentamiento ni, por tanto, ganadores. En el debate, en publicidad digital, entre compra directa, program\u00e1tica y private marketplaces (PMP) s\u00f3lo hay distintas herramientas con diferentes ventajas para cada escenario. Esa es al menos la conclusi\u00f3n general que dej\u00f3 el pasado viernes 8 de febrero el desayuno tem\u00e1tico PMP Full Funnel: c\u00f3mo un [&hellip;]<\/p>\n","protected":false},"featured_media":212061,"template":"","categories":[],"classification":[145],"culture":[],"class_list":["post-412060","story","type-story","status-publish","has-post-thumbnail","hentry","classification-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Deals para llegar m\u00e1s all\u00e1 en cada etapa del camino publicitario<\/title>\n<meta name=\"description\" content=\"\u00bfC\u00f3mo se utilizan los deals en publicidad program\u00e1tica? \u00bfCu\u00e1les son sus ventajas? 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