{"id":12363,"date":"2024-12-19T10:34:37","date_gmt":"2024-12-19T09:34:37","guid":{"rendered":"https:\/\/refinery89.com\/?p=12363"},"modified":"2025-03-27T17:27:08","modified_gmt":"2025-03-27T16:27:08","slug":"tendencias-de-publicidad-programatica-para-2025","status":"publish","type":"post","link":"https:\/\/refinery89.com\/es\/programmatic-advertising-trends-to-look-forward-to-in-2025\/","title":{"rendered":"Tendencias de Publicidad Program\u00e1tica para 2025"},"content":{"rendered":"

Con 2025 casi asomandose por el horizonte, miramos hacia el nuevo a\u00f1o. Como muchos ya saben, el ecosistema digital es un mar en constante cambio y la forma de navegar en este negocio es abrazar esas olas de cambio. \u00bfQu\u00e9 podemos esperar del futuro? No somos adivinos, pero tenemos un CSO fant\u00e1stico que siempre se adelanta a los acontecimientos. Hoy, el Director de Estrategia de Refinery89, Robin de Wit<\/a><\/strong>, comparte algunas de las tendencias de publicidad program\u00e1tica a tener en cuenta en 2025 que van a seguir transformando la industria tal y como la conocemos.<\/p>\n

 <\/p>\n

Mayor uso de la IA y Machine Learning<\/strong><\/h2>\n

 <\/p>\n

Inteligencia artificial y machine learning. Los temas favoritos de todos en los \u00faltimos a\u00f1os y no van a ir a ninguna parte. De hecho, van a seguir ganando usuarios ya que juegan un papel muy importante en la forma de trabajar actual. Seg\u00fan una previsi\u00f3n presentada por Statista<\/a>, en 2025 378,8 millones de personas ser\u00e1n usuarios de herramientas de IA. Se espera que esta cifra aumente a\u00fan m\u00e1s para 2030, alcanzando los 729,11 millones de usuarios.<\/p>\n

 <\/p>\n

La IA se est\u00e1 convirtiendo en una herramienta muy poderosa para la creaci\u00f3n de contenidos, la optimizaci\u00f3n de anuncios y la mejora del dise\u00f1o creativo. Hoy en d\u00eda, los Publishers incluyen sistemas como ChatGPT en su d\u00eda a d\u00eda para realizar diversas tareas e incluso como fuente de b\u00fasqueda<\/a>. Las opciones de herramientas anal\u00edticas avanzadas y f\u00e1ciles de usar como PowerBi<\/a>, Hotjar<\/a> o SimilarWeb<\/a> tambi\u00e9n se est\u00e1n convirtiendo en herramientas relevantes para realizar estudios de mercado, evaluar m\u00e9tricas y mejorar las estrategias de forma m\u00e1s eficiente.<\/p>\n

 <\/p>\n

First-party data\u00a0es el nuevo oro<\/strong><\/h2>\n

 <\/p>\n

Google ha estado comunicando que, en alg\u00fan momento en un futuro pr\u00f3ximo, los usuarios van a tener que optar por permitir las cookies en su navegador. Pero, \u00a1un momento! \u00bfQu\u00e9 significa esto para todo el sector de la publicidad program\u00e1tica? Significa que, al limitarse las cookies de terceros, existe una necesidad inminente de encontrar una alternativa a la third-party data para la publicidad.<\/p>\n

Con la pol\u00edtica de cookies de Google Chrome siguiendo medidas similares adoptadas por Firefox y Safari, esta actualizaci\u00f3n tiene a todo el mundo a la expectativa. Los protagonistas del ecosistema digital est\u00e1n a la caza de alternativas para la third-party data y parece que el cambio a la first-party data es el camino a seguir.<\/p>\n

 <\/p>\n

\u00bfQu\u00e9 alternativas existen para la third-party data?<\/strong><\/h2>\n

 <\/p>\n

Utilizar la segmentaci\u00f3n contextual<\/strong><\/h3>\n

M\u00e9todos como la segmentaci\u00f3n contextual para generar first-party data de alta calidad van a seguir ganando relevancia como opci\u00f3n a la third-party data. Como explicamos en nuestro art\u00edculo sobre la Interest Driven Targeting Technology<\/a>, la segmentaci\u00f3n contextual es la estrategia de colocar anuncios en un sitio web bas\u00e1ndose en el contexto y el sentimiento de su contenido. Es una gran alternativa no s\u00f3lo porque cumple con la normativa, sino tambi\u00e9n porque es mucho menos invasiva para los usuarios y sirve anuncios atractivos relacionados con el contenido que est\u00e1n consumiendo en ese momento.<\/p>\n

 <\/p>\n

Pasarse al mercado privado y a las ventas directas\u00a0<\/strong><\/h3>\n

Como hemos mencionado antes, con la eliminaci\u00f3n de la third-party data, la first-party data se est\u00e1 volviendo extremadamente valiosa. Ahora los anunciantes necesitan hacerse con esta first-party data de alguna manera. Por supuesto, los datos pueden revenderse a trav\u00e9s de DMP (plataformas de gesti\u00f3n de datos), pero eso reducir\u00eda su valor. Por lo tanto, es l\u00f3gico que los mercados privados y las ofertas directas aumenten su relevancia, ya que pueden aprovechar directamente la first-party data.<\/p>\n

 <\/p>\n

Fusiones y adquisiciones<\/strong><\/h2>\n

 <\/p>\n

En a\u00f1os anteriores, hemos sido testigos de grandes fusiones, adquisiciones e inversiones en publicidad digital, como lo que vimos con Outbrain y Teads<\/a> en el verano de 2024. Podemos esperar que esta tendencia contin\u00fae en 2025 con empresas que buscan consolidar sus negocios, entrar en nuevas \u00e1reas del ecosistema o reforzar su oferta de productos. Normalmente, estas fusiones se mantienen en secreto hasta que revelan la noticia a trav\u00e9s de un comunicado de prensa, \u00a1as\u00ed que puedes apostar a que el pr\u00f3ximo gran anuncio de la industria va a ser toda una sorpresa!<\/p>\n

 <\/p>\n

Iniciativas ecol\u00f3gicas en los medios de comunicaci\u00f3n y optimizaci\u00f3n de la cadena de suministro<\/strong><\/h2>\n

 <\/p>\n

Aunque todav\u00eda es una tendencia peque\u00f1a, podemos esperar que aumente la presi\u00f3n sobre el sector para que sea m\u00e1s ecol\u00f3gico a trav\u00e9s de la optimizaci\u00f3n de la cadena de suministro.<\/p>\n

En el ecosistema program\u00e1tico y con el auge del header bidding<\/a> , el n\u00famero de conexiones entre Publishers, SSP, DSP y anunciantes ha crecido exponencialmente en los \u00faltimos a\u00f1os. Esto es estupendo para dirigirse a las audiencias adecuadas, obtener los mejores precios y optimizar los ingresos de los sitios web, pero se produce a costa del medio ambiente. Este ecosistema tan elaborado requiere potencia de procesamiento, lo que implica un aumento de las emisiones de CO2, aunque sea relativamente peque\u00f1o en comparaci\u00f3n con otras industrias.<\/p>\n

Una iniciativa en la que est\u00e1n participando las empresas para ser m\u00e1s respetuosas con el medio ambiente es la optimizaci\u00f3n de la cadena de suministro mediante la introducci\u00f3n de buenas pr\u00e1cticas de reducci\u00f3n de la cadena de suministro y la supresi\u00f3n de las llamadas innecesarias en la cadena. Menos llamadas = menos potencia de procesamiento = menos CO2, f\u00e1cil. - comenta Robin.<\/em><\/p>\n

El reto aqu\u00ed es identificar qu\u00e9 conexiones son necesarias y cu\u00e1les se pueden cortar. Se trata de un proyecto que requiere la supervisi\u00f3n de un especialista muy cualificado. Es poco probable que los peque\u00f1os Publishers tengan los conocimientos, los datos o el tiempo necesarios para hacerlo. Adem\u00e1s, su producci\u00f3n de CO2 es mucho menor que la de un gran Publisher. Por ahora no tiene mucho sentido lanzarse a un proyecto de esta magnitud. Por esta raz\u00f3n, ser\u00e1n los grandes Publishers y los Networks\/proveedores de AdTech son los que podr\u00e1n tomar medidas significativas para optimizar su cadena de suministro.<\/p>\n

 <\/p>\n

\u00a1Empieza 2025 con fuerza!<\/strong><\/h2>\n

 <\/p>\n

La inteligencia artificial para mejorar la eficiencia, un gran cambio hacia los datos de origen como alternativa a los datos de terceros y la optimizaci\u00f3n de la cadena de suministro para un mundo m\u00e1s ecol\u00f3gico son las palabras clave de lo que est\u00e1 por venir en el futuro del sector de la publicidad program\u00e1tica. No pierdas de vista estas tendencias previsibles para seguir perfeccionando tu estrategia de monetizaci\u00f3n publicitaria y estar preparado para cualquier reto que pueda surgir en tu camino.<\/p>\n

\u00bfListo para empezar el nuevo a\u00f1o con el pie derecho? P\u00f3nte en contacto con nosotros en Refinery89 <\/a>para obtener las mejores soluciones de monetizaci\u00f3n de anuncios para mejorar los resultados de tu sitio web este 2025.<\/p>","protected":false},"excerpt":{"rendered":"

With 2025 almost peeking through the horizon, we look ahead to the new year. As many of you know, the digital ecosystem is an ever-changing sea and the way to set sail in this business is to embrace those waves of change. So, what can we expect in the future? We\u2019re no fortune tellers, but […]<\/p>\n","protected":false},"author":19,"featured_media":12365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,1,12,20],"tags":[71,24,93],"class_list":["post-12363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-trends"],"yoast_head":"\nProgrammatic Advertising trends to look forward to in 2025 | Refinery89<\/title>\n<meta name=\"description\" content=\"Refinery89's CSO, Robin de Wit, shares some of the programmatic advertising trends you should look forward to in 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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