{"id":245846,"date":"2026-05-19T08:54:49","date_gmt":"2026-05-19T08:54:49","guid":{"rendered":"https:\/\/www.adkomo.com\/?p=245846"},"modified":"2026-05-19T09:00:09","modified_gmt":"2026-05-19T09:00:09","slug":"amazon-lanza-una-solucion-de-segmentacion-publicitaria-sin-cookies-ad-relevance-en-el-festival-cannes-lions","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/es\/amazon-lanza-una-solucion-de-segmentacion-publicitaria-sin-cookies-ad-relevance-en-el-festival-cannes-lions\/","title":{"rendered":"Amazon lanza una soluci\u00f3n de segmentaci\u00f3n publicitaria sin cookies, \u00ab Ad Relevance \u00bb, en el Festival Cannes Lions"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"245846\" class=\"elementor elementor-245846\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e07ce2 e-flex e-con-boxed e-con e-parent\" data-id=\"3e07ce2\" 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-4a9338a elementor-widget elementor-widget-text-editor\" data-id=\"4a9338a\" 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><br \/>At the Cannes Lions International Festival of Creativity, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n publicitaria llamada Ad Relevance, que utiliza inteligencia artificial (IA) para analizar datos extensos del ecosistema de Amazon sin depender de cookies u otros identificadores de terceros.<\/p><h3>Visi\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, compras y streaming en las propiedades de Amazon. Esta soluci\u00f3n coincide con 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 clave y beneficios<\/h3><ul><li><strong>Mejora de la direccionabilidad<\/strong>: Ad Relevance mejora la precisi\u00f3n para llegar a segmentos de usuarios anteriormente an\u00f3nimos, lo que es un avance crucial dada la eliminaci\u00f3n progresiva de las cookies.<\/li><li><strong>Eficiencia de costos<\/strong>: Las pruebas iniciales han demostrado que Ad Relevance puede reducir el costo por mil (CPM) hasta en un 34 % y mejorar las m\u00e9tricas de costo por clic en un 8,8 %, con una tasa de entrega del presupuesto del 100 %.<\/li><li><strong>Amplia aplicaci\u00f3n<\/strong>: El sistema se ha integrado en los productos publicitarios existentes de Amazon, incluidos Audiences, Segmentaci\u00f3n Contextual y los anuncios impulsados por aprendizaje autom\u00e1tico Performance+, lo que demuestra su versatilidad en 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, alej\u00e1ndose de los identificadores tradicionales de terceros hacia enfoques m\u00e1s centrados en la privacidad. Este cambio es oportuno, ya que la industria enfrenta incertidumbre en torno a los plazos de eliminaci\u00f3n de cookies y busca soluciones alternativas que respeten la privacidad del usuario sin comprometer la efectividad publicitaria.<\/p><h3>Estrategia m\u00e1s amplia de Amazon en IA y publicidad<\/h3><p>Adem\u00e1s de Ad Relevance, Amazon destac\u00f3 su trabajo continuo con IA generativa, particularmente en la creaci\u00f3n de activos din\u00e1micos de campa\u00f1a para los anunciantes. Esto forma parte de la estrategia m\u00e1s amplia de Amazon para mejorar sus ofertas publicitarias y capitalizar sus ricos datos de primera mano.<\/p><h3>Respuesta del mercado y perspectivas futuras<\/h3><p>Con el retraso de Google en la eliminaci\u00f3n de cookies hasta 2025, Ad Relevance de Amazon posiciona a la compa\u00f1\u00eda como un l\u00edder en la pr\u00f3xima generaci\u00f3n de publicidad digital. Se espera que los ingresos publicitarios de Amazon, que vieron un aumento del 24 % interanual a 11.820 millones de d\u00f3lares en el primer trimestre, sigan creciendo, especialmente con nuevas iniciativas como la introducci\u00f3n de comerciales en Prime Video.<br \/>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 publicitaria, demostrando el potencial de la IA para impulsar el futuro del marketing digital en un mundo sin 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>At the Cannes Lions International Festival of Creativity, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n publicitaria llamada Ad Relevance, que utiliza inteligencia artificial (IA) para analizar datos extensos del ecosistema de Amazon sin depender de cookies u otros identificadores de terceros. Visi\u00f3n general de Ad Relevance Ad Relevance opera a trav\u00e9s de la plataforma de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":241707,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[91],"class_list":["post-245846","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-del-sector","tag-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon lanza una soluci\u00f3n de segmentaci\u00f3n publicitaria sin cookies, \u00ab Ad Relevance \u00bb, en el Festival Cannes Lions - Adkomo<\/title>\n<meta name=\"description\" content=\"At the Cannes Lions International Festival of Creativity, Amazon present\u00f3 una nueva soluci\u00f3n de segmentaci\u00f3n publicitaria llamada Ad Relevance, que\" \/>\n<meta name=\"robots\" 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