{"id":241706,"date":"2024-06-28T13:59:30","date_gmt":"2024-06-28T13:59:30","guid":{"rendered":"https:\/\/new.adkomo.com\/amazon-debuts-cookieless-ad-targeting-solution-ad-relevance-at-cannes-lions\/"},"modified":"2026-04-20T09:17:26","modified_gmt":"2026-04-20T09:17:26","slug":"amazon-debuts-cookieless-ad-targeting-solution-ad-relevance-at-cannes-lions","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/es\/amazon-debuts-cookieless-ad-targeting-solution-ad-relevance-at-cannes-lions\/","title":{"rendered":"Amazon presenta su soluci\u00f3n de segmentaci\u00f3n de anuncios sin cookies &#8216;Ad Relevance&#8217; en Cannes Lions"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"241706\" class=\"elementor elementor-241706 elementor-3779\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-12b4e95 e-flex e-con-boxed e-con e-parent\" data-id=\"12b4e95\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f22588b elementor-widget elementor-widget-text-editor\" data-id=\"f22588b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>En el Festival Internacional de Creatividad Cannes Lions, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n de anuncios llamada Ad Relevance, que aprovecha la inteligencia artificial (IA) para analizar datos extensos del ecosistema de Amazon sin depender de cookies u otros identificadores de terceros.<\/p><h3>Descripci\u00f3n general de Ad Relevance<\/h3><p>Ad Relevance opera a trav\u00e9s de la plataforma de demanda de Amazon y analiza miles de millones de puntos de datos de actividades de navegaci\u00f3n, compra y streaming en todas las propiedades de Amazon. Esta soluci\u00f3n combina estos conocimientos con el contenido que un consumidor est\u00e1 viendo en tiempo real, ofreciendo un m\u00e9todo de segmentaci\u00f3n sofisticado y sin cookies. <\/p><h3>Caracter\u00edsticas y beneficios clave<\/h3><ul><li><strong>Mayor capacidad de direccionamiento<\/strong>: Ad Relevance mejora la precisi\u00f3n para llegar a segmentos de usuarios previamente an\u00f3nimos, lo cual es un avance crucial dada la continua eliminaci\u00f3n de las cookies.<\/li><li><strong>Eficiencia de costes<\/strong>: Las pruebas iniciales han demostrado que Ad Relevance puede reducir el coste por mil (CPM) hasta en un 34% y mejorar las m\u00e9tricas de coste por clic en un 8,8%, con una tasa de entrega de presupuesto del 100%.<\/li><li><strong>Amplia aplicaci\u00f3n<\/strong>: El sistema se ha integrado en los productos publicitarios existentes de Amazon, incluyendo Audiencias, Segmentaci\u00f3n Contextual y los anuncios Performance+ impulsados por aprendizaje autom\u00e1tico, demostrando su versatilidad para diferentes necesidades publicitarias.<\/li><\/ul><h3>Desarrollo estrat\u00e9gico e impacto en la industria<\/h3><p>El desarrollo de Ad Relevance refleja un cambio significativo en las pr\u00e1cticas de marketing digital, ya que se aleja de los identificadores tradicionales de terceros hacia enfoques m\u00e1s centrados en la privacidad. Este cambio es oportuno, ya que la industria se enfrenta a la incertidumbre en torno a los plazos de eliminaci\u00f3n de las cookies y busca soluciones alternativas que respeten la privacidad del usuario sin comprometer la eficacia de los anuncios. <\/p><h3>Estrategia m\u00e1s amplia de IA y publicidad de Amazon<\/h3><p>Adem\u00e1s de Ad Relevance, Amazon destac\u00f3 su trabajo continuo con la IA generativa, particularmente en la creaci\u00f3n de activos de campa\u00f1a din\u00e1micos para anunciantes. Esto forma parte de la estrategia m\u00e1s amplia de Amazon para mejorar sus ofertas publicitarias y capitalizar sus ricos datos de primera parte. <\/p><h3>Respuesta del mercado y perspectivas futuras<\/h3><p>Con el retraso de Google en la eliminaci\u00f3n de las cookies hasta 2025, Ad Relevance de Amazon posiciona a la compa\u00f1\u00eda como l\u00edder en la pr\u00f3xima generaci\u00f3n de publicidad digital. Se espera que los ingresos publicitarios de Amazon, que experimentaron un aumento del 24% interanual hasta los 11.820 millones de d\u00f3lares en el primer trimestre, sigan creciendo, especialmente con nuevas iniciativas como la introducci\u00f3n de anuncios en Prime Video. <\/p><p>En resumen, la presentaci\u00f3n de Ad Relevance por parte de Amazon en Cannes Lions marca un avance significativo en la tecnolog\u00eda de segmentaci\u00f3n de anuncios, demostrando el potencial de la IA para impulsar el futuro del marketing digital en un mundo post-cookies.<\/p><p>Fuente: <a href=\"https:\/\/www.marketingdive.com\/news\/amazon-cookieless-ad-relevance-targeting-solution-cannes-lions\/719215\/\">MarketingDive<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>En el Festival Internacional de Creatividad Cannes Lions, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n de anuncios llamada Ad Relevance, que aprovecha la inteligencia artificial (IA) para analizar datos extensos del ecosistema de Amazon sin depender de cookies u otros identificadores de terceros. Descripci\u00f3n general de Ad Relevance Ad Relevance opera a trav\u00e9s de la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":241707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[91,133],"class_list":["post-241706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-del-sector","tag-ai","tag-publicidad-social"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon presenta su soluci\u00f3n de segmentaci\u00f3n de anuncios sin cookies &#039;Ad Relevance&#039; en Cannes Lions - Adkomo<\/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:\/\/www.adkomo.com\/es\/amazon-debuts-cookieless-ad-targeting-solution-ad-relevance-at-cannes-lions\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon presenta su soluci\u00f3n de segmentaci\u00f3n de anuncios sin cookies &#039;Ad Relevance&#039; en Cannes Lions - Adkomo\" \/>\n<meta property=\"og:description\" content=\"En el Festival Internacional de Creatividad Cannes Lions, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n de anuncios llamada Ad Relevance, que aprovecha la inteligencia artificial (IA) para analizar datos extensos del ecosistema de Amazon sin depender de cookies u otros identificadores de terceros. 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