{"id":412232,"date":"2020-04-22T00:00:00","date_gmt":"2020-04-22T00:00:00","guid":{"rendered":"https:\/\/adevinta.es\/stories\/articles\/uso-del-pmp-para-cualificar-al-usuario-el-ultimo-webinar-de-iab"},"modified":"2020-04-22T00:00:00","modified_gmt":"2020-04-22T00:00:00","slug":"uso-del-pmp-para-cualificar-al-usuario-el-ultimo-webinar-de-iab","status":"publish","type":"story","link":"https:\/\/adevinta.com\/es\/cuentos\/articulos\/uso-del-pmp-para-cualificar-al-usuario-el-ultimo-webinar-de-iab\/","title":{"rendered":"El uso del PMP para cualificar al usuario, en el \u00faltimo webinar de IAB Spain"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Adevinta Spain particip\u00f3 ayer, 21 de abril, en el\u00a0<em>webinar\u00a0<\/em>organizado por <a href=\"https:\/\/iabspain.es\/\" target=\"_blank\" rel=\"noopener noreferrer\">IAB Spain<\/a> dedicado a abordar c\u00f3mo el uso de PMPs cualifica al usuario dentro del <em>funnel\u00a0<\/em>de campa\u00f1a. Por parte de Adevinta, Jos\u00e9 Manuel Olano, <em>programmatic expert manager<\/em>, fue el encargado de aportar su conocimiento sobre el tema. Adem\u00e1s, tambi\u00e9n particip\u00f3 Elena Herrero,\u00a0<em>programmatic, search &amp; social manager\u00a0<\/em>de PHD.<\/p>\n<p>Durante la primera parte del evento, que fue seguido por una media de 150 usuarios, Jos\u00e9 Manuel y Elena explicaron cu\u00e1les son los tipos de <em>deals,\u00a0<\/em>cu\u00e1les son las variables de seteo de un\u00a0<em>deal\u00a0<\/em>y c\u00f3mo se incorpora el PMP en un ecosistema de program\u00e1tica.<\/p>\n<p>En la segunda parte, se analizaron las estrategias que se pueden seguir a lo largo del\u00a0<em>funnel.\u00a0<\/em>Para ello, aprovechando un estudio de caso real, fueron desgranando c\u00f3mo se trabaja en cada parte del\u00a0<em>funnel\u00a0<\/em>y la importancia de trabajar bien la\u00a0<em>data\u00a0<\/em>y el mensaje elegido para cada momento del proceso de compra en el que se encuentra el usuario.<\/p>\n<p>Entre las claves que aportaron: qu\u00e9 tipo de datos<em>\u00a0<\/em>utilizar en cada fase del\u00a0<em>funnel\u00a0<\/em>y c\u00f3mo trabajar una campa\u00f1a para hacer que al usuario el recorrido se le haga lo m\u00e1s agradable posible.<\/p>\n<p>Si quieres conocer en profundidad todo lo que se abord\u00f3 durante la sesi\u00f3n, puedes verla completa aqu\u00ed:<\/p>\n<iframe loading=\"lazy\" title=\"Adevinta&amp; PhD. Estrategia Digital: C\u00f3mo el uso de Deal cualifica al usuario dentro del funnel\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/F07s4t9B7eo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p>&nbsp;<\/p>\n<p><em>\u00bfConoces la\u00a0<strong>newsletter<\/strong>\u00a0mensual de\u00a0<strong>publicidad y marketing digital<\/strong>\u00a0de Adevinta? \u00a1Suscr\u00edbete\u00a0<\/em><a href=\"https:\/\/adevinta.com\/es\/publicidad\/newsletter\" target=\"_blank\" rel=\"noopener noreferrer\"><em>aqu\u00ed<\/em><\/a><em>\u00a0y no te pierdas las novedades del sector!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Adevinta Spain particip\u00f3 ayer, 21 de abril, en el\u00a0webinar\u00a0organizado por IAB Spain dedicado a abordar c\u00f3mo el uso de PMPs cualifica al usuario dentro del funnel\u00a0de campa\u00f1a. Por parte de Adevinta, Jos\u00e9 Manuel Olano, programmatic expert manager, fue el encargado de aportar su conocimiento sobre el tema. Adem\u00e1s, tambi\u00e9n particip\u00f3 Elena Herrero,\u00a0programmatic, search &amp; [&hellip;]<\/p>\n","protected":false},"featured_media":212233,"template":"","categories":[],"classification":[145],"culture":[],"class_list":["post-412232","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>El uso del PMP para cualificar al usuario, en el \u00faltimo webinar de IAB Spain - Adevinta<\/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:\/\/adevinta.com\/es\/cuentos\/articulos\/uso-del-pmp-para-cualificar-al-usuario-el-ultimo-webinar-de-iab\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El uso del PMP para cualificar al usuario, en el \u00faltimo webinar de IAB Spain\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Adevinta Spain particip\u00f3 ayer, 21 de abril, en el\u00a0webinar\u00a0organizado por IAB Spain dedicado a abordar c\u00f3mo el uso de PMPs cualifica al usuario dentro del funnel\u00a0de campa\u00f1a. Por parte de Adevinta, Jos\u00e9 Manuel Olano, programmatic expert manager, fue el encargado de aportar su conocimiento sobre el tema. 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