{"id":3896,"date":"2019-06-14T03:42:45","date_gmt":"2019-06-14T00:42:45","guid":{"rendered":"https:\/\/super-news.info\/es\/id-el-monstruo-del-tracking-digital-que-se-va-a-comer-las-galletas\/"},"modified":"2019-06-14T03:42:46","modified_gmt":"2019-06-14T00:42:46","slug":"id-el-monstruo-del-tracking-digital-que-se-va-a-comer-las-galletas","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/id-el-monstruo-del-tracking-digital-que-se-va-a-comer-las-galletas\/","title":{"rendered":"ID: el monstruo del tracking digital que se va a comer las “galletas”"},"content":{"rendered":"

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Iv\u00e1n Montoto, acency & brand partnership director de Zeotap, explica en FOA Barcelona 2019, por qu\u00e9 hay que dejar atr\u00e1s la era de la cookie y encaminarse hacia los tiempos del ID. <\/p>\n

Corr\u00eda el a\u00f1o 1994 cuando aparecieron las famosas cookies<\/strong> en nuestra vida. Y no, no nos referimos a esas que con tanta ansia com\u00eda el monstruo azul de Barrio S\u00e9samo, sino a esas otras cuyo cometido a lo largo de las \u00faltimas dos d\u00e9cadas ha sido rastrear al usuario en el mundo digital.<\/p>\n

Aunque hasta ahora han cumplido m\u00e1s o menos su cometido, es hora de decirles adi\u00f3s.<\/strong> Y es que, si el Seat Ibiza es cosa del pasado, si Forrest Gump le recuerda a su tierna juventud (de la que ya ha llovido mucho) y considera que la primera PlayStation que sali\u00f3 al mercado est\u00e1 demod\u00e9, \u00bfpor qu\u00e9 seguimos dudando de la obsolescencia de las cookies cuando tienen la misma edad que todas estas reliquias?<\/p>\n

Pero su obsolescencia no tiene tanto que ver con la edad como con su incapacidad para cubrir las nuevas necesidades del mundo digital. Iv\u00e1n Montoto, acency & brand partnership director de Zeotap,<\/strong> se\u00f1ala en FOA Barcelona 2019 las razones: las cookies no trackean personas, trackean navegadores; tienen una duraci\u00f3n limitada, se produce duplicidad de los usuarios por fragmentaci\u00f3n y no funcionan en m\u00f3vil, un aut\u00e9ntico pecado en tiempos del mobile first.<\/p>\n

Precisamente la revoluci\u00f3n mobile ha sido la culpable de la defenestraci\u00f3n de las galletas m\u00e1s famosas de internet. Y es que han tra\u00eddo consigo una nueva forma, m\u00e1s \u00fatil, de trackear a los usuarios, el ID.<\/strong><\/p>\n

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Adi\u00f3s cookies, hola ID<\/strong><\/p>\n<\/blockquote>\n

Entre sus ventajas encontramos que solo hay uno por dispositivo; que es (casi) permanente; que obtiene mejor los intereses de los usuarios o que facilita contextos OOH.<\/p>\n

Precisamente la revoluci\u00f3n mobile ha sido la culpable de la defenestraci\u00f3n de las galletas<\/strong> m\u00e1s famosas de internet. Y es que han tra\u00eddo consigo una nueva forma, m\u00e1s \u00fatil, de trackear a los usuarios, el ID.<\/p>\n

\u201cYa no hablamos de smartphones, PC’s o tablets, sino de muchos m\u00e1s dispositivos como smartwatches o incluso altavoces\u201d, se\u00f1ala el ponente.<\/p>\n

Entre sus ventajas encontramos que solo hay uno por dispositivo; que es (casi) permanente; que obtiene mejor los intereses de los usuarios o que facilita contextos OOH.<\/strong><\/p>\n

Es por ello que las apps cobran especial relevancia. El 90% del tiempo que pasamos navegando en nuestros smartphones lo hacemos a trav\u00e9s en apps,<\/strong> un rastro que habla del usuario, que define qui\u00e9n es y van cambiando al mismo ritmo que lo hace la vida del usuario.<\/p>\n

\u201cEn un momento en el que conviven las cookies y los ID’s, el gran reto es romper los silos y conectar la data en todos los entornos”,<\/strong> afirma Montoto y, en este sentido, “la tecnolog\u00eda tiene que ser un facilitador\u201d.<\/p>\n

\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n

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[ad_1] Iv\u00e1n Montoto, acency & brand partnership director de Zeotap, explica en FOA Barcelona 2019, por qu\u00e9 hay que dejar atr\u00e1s la era de la cookie y encaminarse hacia los tiempos del ID. Corr\u00eda el a\u00f1o 1994 cuando aparecieron las famosas cookies en nuestra vida. Y no, no nos referimos a esas que con tanta […]<\/p>\n","protected":false},"author":2,"featured_media":3897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-3896","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"\nID: el monstruo del tracking digital que se va a comer las "galletas" - Super News<\/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:\/\/super-news.info\/es\/id-el-monstruo-del-tracking-digital-que-se-va-a-comer-las-galletas\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ID: el monstruo del tracking digital que se va a comer las "galletas" - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] Iv\u00e1n Montoto, acency & brand partnership director de Zeotap, explica en FOA Barcelona 2019, por qu\u00e9 hay que dejar atr\u00e1s la era de la cookie y encaminarse hacia los tiempos del ID. 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