{"id":12510,"date":"2023-10-24T16:58:41","date_gmt":"2023-10-24T16:58:41","guid":{"rendered":"https:\/\/usheru.com\/?p=12510"},"modified":"2025-07-02T12:32:19","modified_gmt":"2025-07-02T12:32:19","slug":"retargeting-in-entertainment-first-party-data","status":"publish","type":"post","link":"https:\/\/usheru.com\/es\/2023\/10\/24\/retargeting-in-entertainment-first-party-data\/","title":{"rendered":"El futuro del Retargeting en el entretenimiento: Por qu\u00e9 los datos de origen superan a las cookies"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12510\" class=\"elementor elementor-12510\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f537c79 e-flex e-con-boxed e-con e-parent\" data-id=\"f537c79\" 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-7f9d42c elementor-widget elementor-widget-text-editor\" data-id=\"7f9d42c\" 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 un mundo cada vez m\u00e1s preocupado por la privacidad de los datos y el inminente fin de las cookies de terceros, quienes se encuentran en el sector del entretenimiento \u2014desde la m\u00fasica hasta los estadios deportivos y los distribuidores de pel\u00edculas\u2014 deben adaptar sus estrategias de marketing digital. \u00bfLa soluci\u00f3n? Datos de origen.<\/p><p><br><\/p>\n<p>Analizamos por qu\u00e9 estos datos se est\u00e1n convirtiendo en el eje central de las campa\u00f1as de retargeting en las industrias del entretenimiento. Pero antes\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ddfbab9 elementor-widget elementor-widget-image\" data-id=\"ddfbab9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"678\" src=\"https:\/\/media.usheru.com\/wp-content\/uploads\/2023\/09\/14095030\/data-1024x678.jpeg\" class=\"attachment-large size-large wp-image-12751\" alt=\"data reading\" srcset=\"https:\/\/media.usheru.com\/wp-content\/uploads\/2023\/09\/14095030\/data-1024x678.jpeg 1024w, https:\/\/media.usheru.com\/wp-content\/uploads\/2023\/09\/14095030\/data-300x199.jpeg 300w, https:\/\/media.usheru.com\/wp-content\/uploads\/2023\/09\/14095030\/data-768x508.jpeg 768w, https:\/\/media.usheru.com\/wp-content\/uploads\/2023\/09\/14095030\/data.jpeg 1106w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\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<div class=\"elementor-element elementor-element-1e06a18 e-flex e-con-boxed e-con e-parent\" data-id=\"1e06a18\" 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-60802df elementor-widget elementor-widget-text-editor\" data-id=\"60802df\" 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<h2><strong>\u00bfQu\u00e9 son los datos de primera parte?<\/strong><\/h2>\n<p><strong>&nbsp;<\/strong><a style=\"font-family: inherit; font-size: 22px; background-color: #041928;\" href=\"https:\/\/usheru.com\/es\/2023\/06\/01\/first-party-data\/\">Datos de primera parte<\/a><span style=\"font-size: 22px;\"> es informaci\u00f3n que recopilas directamente de tu audiencia. Imagina que vendieras entradas directamente en tu sitio web. Los datos de origen ser\u00edan los detalles que los clientes proporcionan al comprar una entrada en l\u00ednea. (Como su direcci\u00f3n de correo electr\u00f3nico o el tipo de pel\u00edculas\/eventos que prefieren).&nbsp;<\/span><\/p>\n<p>Adem\u00e1s, podr\u00eda incluir con qu\u00e9 frecuencia visitan tu sitio web o en qu\u00e9 hacen clic mientras est\u00e1n all\u00ed. A diferencia de los datos de terceros, que son recopilados por otra persona y luego vendidos, los datos de origen provienen directamente de la fuente: tus clientes.<\/p><p><br><\/p>\n<h2><strong>\u00bfPor qu\u00e9 importa?<\/strong><\/h2>\n<p><span style=\"font-size: 22px;\">&nbsp;En un mundo donde la privacidad es un asunto importante, los datos de origen son como oro. Son m\u00e1s fiables y te permiten conocer mejor a tus clientes. Puedes usarlos para mostrarles anuncios de pel\u00edculas que realmente querr\u00e1n ver. Adem\u00e1s, puedes ofrecer promociones especiales que es m\u00e1s probable que utilicen. Incluso puedes sugerirles otros eventos que podr\u00edan interesarles. En resumen, te ayuda a ofrecer una experiencia m\u00e1s personalizada y atractiva, lo que puede traducirse en un mejor negocio.&nbsp;<\/span><\/p>\n<p><span style=\"font-size: 22px;\">&nbsp;<\/span><\/p>\n<h2><b>Profundizando: Las trampas de la retargeting basado en cookies en el entretenimiento<\/b>t<\/h2>\n<ul>\n<li><strong>Vida corta&nbsp;<\/strong>Con los principales navegadores como Chrome eliminando gradualmente el soporte para cookies de terceros, los d\u00edas del retargeting basado en cookies est\u00e1n contados.<\/li>\n<li><strong>Privacidad de datos&nbsp;<\/strong>Las cookies a menudo recopilan datos sin el permiso expl\u00edcito del usuario, lo que las hace susceptibles a regulaciones de privacidad cada vez m\u00e1s estrictas.<\/li>\n<li><strong>Enfoque estrecho<\/strong>&nbsp;Las cookies capturan aspectos limitados del comportamiento del cliente. Proporcionan una comprensi\u00f3n algo superficial de lo que impulsa las ventas de entradas o las compras.<\/li>\n<\/ul>\n<div>&nbsp;<\/div>\n<h2><strong>La importancia de los datos de primera mano en el entretenimiento<\/strong><\/h2>\n<ul>\n<li><strong>&nbsp;Precisi\u00f3n milim\u00e9trica \u2013<\/strong>&nbsp;Los datos de primera mano provienen de interacciones directas con tu portal de tickets o servicio de streaming, ofreciendo informaci\u00f3n precisa y detallada.<\/li>\n<li><strong>Cumplimiento de las Regulaciones \u2013<\/strong>&nbsp;Puedes recopilar datos de origen de manera transparente y \u00e9tica, en l\u00ednea con las leyes de protecci\u00f3n de datos como GDPR y CCPA.<\/li>\n<li><strong>Perspectivas Integrales<\/strong>&nbsp;Los datos de origen permiten analizar el recorrido del cliente de manera integral, desde las preferencias de contenido hasta la compra de entradas y las interacciones con los servicios de transmisi\u00f3n en vivo.<\/li>\n<\/ul>\n<h2><strong style=\"font-size: 22px;\">&nbsp;<\/strong><\/h2>\n<h2>C\u00f3mo puedes aprovechar los datos de primera mano<\/h2>\n<div>\n<p><b>&nbsp;<\/b>Para obtener m\u00e1s informaci\u00f3n sobre c\u00f3mo implementar con \u00e9xito la retargeting de datos propios, consulte nuestro How To&nbsp;<a href=\"https:\/\/usheru.com\/es\/2023\/09\/12\/retarget-audiences\/\" target=\"_blank\" rel=\"noopener\">aqu\u00ed<\/a>.&nbsp;<\/p>\n<p>En la industria del entretenimiento, el cambio de las cookies a los datos de origen no es solo una necesidad impuesta por la evoluci\u00f3n de las regulaciones, sino una mejora estrat\u00e9gica.<\/p>\n<p>Por \u00faltimo, a medida que los proveedores de eventos en vivo, deportes y pel\u00edculas buscan m\u00e9todos de retargeting m\u00e1s efectivos, los datos de origen emergen como una herramienta sostenible, \u00e9tica y potente.<\/p>\n<\/div>\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>","protected":false},"excerpt":{"rendered":"<p>En un mundo cada vez m\u00e1s preocupado por la privacidad de los datos y el inminente fin de las cookies de terceros, quienes se encuentran en el sector del entretenimiento \u2014desde la m\u00fasica hasta los estadios deportivos y los distribuidores de pel\u00edculas\u2014 deben adaptar sus estrategias de marketing digital. \u00bfLa soluci\u00f3n? Datos de origen. <\/p>","protected":false},"author":6,"featured_media":12513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[35],"tags":[17,18,37],"class_list":["post-12510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-top-tips","tag-distributors","tag-national-film-bodies","tag-venues","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - 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