{"id":11808,"date":"2024-11-07T09:52:08","date_gmt":"2024-11-07T08:52:08","guid":{"rendered":"https:\/\/refinery89.com\/?p=11808"},"modified":"2025-03-12T20:14:43","modified_gmt":"2025-03-12T19:14:43","slug":"conoce-la-interest-driven-targeting-tech","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/meet-the-interest-driven-targeting-tech\/","title":{"rendered":"Introducing the Interest-Driven Targeting Technology"},"content":{"rendered":"<p>No es ning\u00fan secreto que en Refinery89 nos gusta agitar las cosas y trabajamos duro para revolucionar el ecosistema digital. Hoy presentamos con orgullo nuestra soluci\u00f3n de segmentaci\u00f3n sin cookies para llevar la publicidad al siguiente nivel. Nuestra <strong>Interest-Driven Targeting Technology<\/strong> es una soluci\u00f3n \u00fanica que ayuda a los anunciantes a encontrar la audiencia perfecta para sus anuncios bas\u00e1ndose en el contenido que consumen en un sitio web.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pero antes de empezar... \u00bfQu\u00e9 es la segmentaci\u00f3n contextual?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>En publicidad, la segmentaci\u00f3n contextual es la estrategia que consiste en colocar anuncios en un sitio web en funci\u00f3n de su contenido. Esta forma de segmentaci\u00f3n adapta los anuncios de un sitio web al contexto del contenido que lo rodea. De esta forma, los anunciantes pueden impactar directamente a audiencias que comparten intereses demostrados sobre temas relevantes para sus productos, lo que aumenta sus probabilidades de generar mayores conversiones y engagement. \u00bfA que mola?<\/p>\n<p>En Refinery89 hemos desarrollado una tecnolog\u00eda que puede hacer justo eso y mucho m\u00e1s. Nuestra tecnolog\u00eda de segmentaci\u00f3n por intereses nos permite categorizar el contenido de un sitio web y crear perfiles de segmentaci\u00f3n de personas para hacer coincidir los anuncios con contextos relevantes para ellos. Pero nos estamos adelantando. A continuaci\u00f3n: Conoce nuestra fant\u00e1stica soluci\u00f3n publicitaria.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Sin m\u00e1s pre\u00e1mbulos: Conoce nuestra tecnolog\u00eda de segmentaci\u00f3n por intereses<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Nuestra soluci\u00f3n de segmentaci\u00f3n por intereses ayuda a maximizar las campa\u00f1as y a proteger las marcas evitando que los anuncios aparezcan junto a contenido negativo. Esto lo hace analizando el contexto y el sentimiento de un art\u00edculo. Una vez revisados, los art\u00edculos se clasifican en nuestro sistema. Luego, se rastrea el inter\u00e9s de los usuarios en funci\u00f3n de su comportamiento de lectura en todos los sitios web de su red. Cuanto m\u00e1s lee un usuario sobre un tema, mayor es su inter\u00e9s.<\/p>\n<p>A partir de los intereses de los usuarios, nuestro equipo de Campaign Operations crea perfiles de segmentaci\u00f3n que permiten a los anunciantes encontrar en su red a personas que comparten esos intereses. Con estos perfiles de segmentaci\u00f3n, los anunciantes pueden dirigirse al p\u00fablico espec\u00edfico que desean y llegar a nuevos clientes.<\/p>\n<p>&nbsp;<\/p>\n<p>As\u00ed lo describe <a href=\"https:\/\/www.linkedin.com\/in\/gmbwitteveen\/\" target=\"_blank\" rel=\"noopener\">Gijs Witteveen<\/a>, responsable de operaciones comerciales de Refinery89:<\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><em>La segmentaci\u00f3n en funci\u00f3n de los intereses cambia de d\u00f3nde te anuncias a qui\u00e9n te anuncias. Llegamos a las personas que toman una decisi\u00f3n de compra. Te permite localizar a los usuarios exactos que escuchar\u00e1n tu mensaje, porque ya est\u00e1n interesados en tu producto o en productos similares.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Caso de la vida real<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Hemos puesto a prueba nuestra Interest-Driven Targeting Technology con nuestros clientes, \u00a1y no vas a creer los resultados! Te hablaremos de BMW. Lanzaron varias campa\u00f1as digitales para promocionar su serie iX, pero obten\u00edan CPMs bajos porque su segmentaci\u00f3n era demasiado amplia y no llegaba al p\u00fablico adecuado. BMW necesitaba que le echaran una mano para optimizar su presupuesto publicitario y llegar al p\u00fablico interesado en sus veh\u00edculos el\u00e9ctricos, \u00a1as\u00ed que acudimos al rescate!<\/p>\n<p>Para lograr los resultados deseados, utilizamos nuestra Interest-Driven Targeting Technology para identificar un segmento de usuarios interesados en las marcas de autom\u00f3viles de lujo, la sostenibilidad medioambiental y la tecnolog\u00eda ecol\u00f3gica. A continuaci\u00f3n, lanzamos la campa\u00f1a a trav\u00e9s de ubicaciones de alta visibilidad en posiciones de contenido premium.<\/p>\n<p>El resultado fue un alcance de m\u00e1s de 5 millones de dispositivos \u00fanicos, un CTR del 65% con m\u00e1s de 21.000 clics y una visibilidad del 75%. \u00bfNo es genial?<\/p>\n<p>Lee la historia de \u00e9xito completa aqu\u00ed: <a href=\"https:\/\/refinery89.com\/es\/bmw-ixseries-advertiser-success-story\/\" target=\"_blank\" rel=\"noopener\">BMW iX Series | Success Story | Refinery89<\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u00a1Sube de nivel tu estrategia de segmentaci\u00f3n!<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Esta nueva tecnolog\u00eda est\u00e1 cambiando las reglas del juego de la segmentaci\u00f3n publicitaria. Nuestra <a href=\"https:\/\/refinery89.com\/es\/soluciones-publicitarias-anunciantes\/\">Interest-Driven Targeting Tech<\/a> permite a los anunciantes dirigirse a audiencias nicho a gran escala, ya que s\u00f3lo pueden llegar a los usuarios que han mostrado un inter\u00e9s en un asunto relacionado con su producto o marca. En lugar de lanzar una estrategia amplia y sin direcci\u00f3n sobre un grupo o contexto, los anunciantes pueden ahora servir anuncios estrictamente a un segmento espec\u00edfico de usuarios en una amplia red de sitios web.<\/p>\n<p>\u00bfTe interesar\u00eda probarla? <a href=\"https:\/\/refinery89.com\/es\/soluciones-publicitarias-anunciantes\/#contactadvertisers\" target=\"_blank\" rel=\"noopener\">Contacta con nuestro equipo de ventas directas<\/a> para poner en marcha tus anuncios.<\/p>","protected":false},"excerpt":{"rendered":"<p>It\u2019s no secret that at Refinery89 we like to stir things up and work hard to revolutionize the digital ecosystem. Today we proudly present our cookieless targeting solution to take advertising to the next level! Our Interest-Driven Targeting Technology is a one-of-a-kind solution that helps advertisers find the perfect audience for their ads based on [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":11809,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,20],"tags":[95,263,262],"class_list":["post-11808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-refinery-academy","tag-advertising","tag-interest-driven-targeting-tech","tag-targeting"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Introducing the Interest-Driven Targeting Technology<\/title>\n<meta name=\"description\" content=\"Meet Refinery89 Interest-Driven Targeting Technology, the ultimate cookieless solution for taking 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