{"id":14718,"date":"2022-04-06T10:00:45","date_gmt":"2022-04-06T15:00:45","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=14718"},"modified":"2022-03-31T14:13:44","modified_gmt":"2022-03-31T20:13:44","slug":"el-mundo-cookieless-se-acerca-google-inicia-pruebas-globales-de-privacy-sandbox","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/el-mundo-cookieless-se-acerca-google-inicia-pruebas-globales-de-privacy-sandbox\/","title":{"rendered":"El mundo cookieless se acerca: Google inicia pruebas globales de Privacy Sandbox"},"content":{"rendered":"

Privacy Sandbox, la alternativa que Google propuso para reemplazar a las cookies, iniciar\u00e1 su nueva etapa de pruebas globales centrada en la relevancia y medici\u00f3n de anuncios, con la finalidad de que este sea su sistema de rastreo de actividad para la publicidad dirigida en la segunda mitad de 2023.<\/p>\n

Google argumenta que a trav\u00e9s de Sandbox se establecer\u00e1n mejores caracter\u00edsticas para la privacidad de los usuarios, adem\u00e1s de que seguir\u00e1 siendo eficaz para generar ingresos por publicidad.<\/p>\n

\u201cLas pruebas de origen permitir\u00e1n que Google pruebe la tecnolog\u00eda en un n\u00famero limitado de personas (a nivel global) para asegurarse est\u00e9 lista para el uso general\u201d, dijo en una publicaci\u00f3n Vinay Goel, director del producto Privacy Sandbox en Google, quien destac\u00f3 que comenzar\u00e1n con pruebas beta, las cuales se ampliar\u00e1n a m\u00e1s usuarios a medida que las funciones sean m\u00e1s estables.<\/p>\n

Privacy Sandbox est\u00e1 conformado por una serie de nuevas herramientas, como Topics, con la que los consumidores ver\u00e1n anuncios relevantes en funci\u00f3n de sus intereses generales y de los datos espec\u00edficos que se podr\u00edan generar tras la visita a un sitio web.<\/p>\n

En el caso de esta funci\u00f3n, el navegador infiere temas a partir de un sitio que visita el usuario y reduce la necesidad de rastrearlos a una mayor profundidad. Adem\u00e1s, el usuario tendr\u00e1 la posibilidad de gestionar los temas de inter\u00e9s a los que tendr\u00e1 acceso el navegador.<\/p>\n

Por otra parte, FLEDGE y los informes de atribuci\u00f3n son herramientas que permiten el remarketing y la medici\u00f3n de los clics en anuncios sin la necesidad de realizar un seguimiento del comportamiento de los usuarios en los sitios.<\/p>\n

Goel tambi\u00e9n destac\u00f3 que durante las pruebas que han llevado a cabo de Sandbox se han \u201cbeneficiado sustancialmente de los comentarios reflexivos de los primeros evaluadores. Estamos ansiosos por abrir las pruebas para m\u00e1s de nuestras propuestas y continuaremos recopilando los comentarios y colaborando con los reguladores a nivel mundial\u201d.<\/p>\n

Para los desarrolladores que deseen participar en las nuevas pruebas que ha establecido la compa\u00f1\u00eda a nivel global, deben entrar a su gu\u00eda para obtener m\u00e1s informaci\u00f3n sobre los pasos que deben seguir.<\/p>\n

Para especialistas en privacidad, como Likasz Olejnik, las iniciativas de Google son relevantes porque est\u00e1n construyendo una infraestructura para rastrear la actividad sin recurrir a los datos espec\u00edficos de los usuarios. \u201cSer\u00e1 muy interesante, aunque s\u00f3lo sea porque es el motor de una industria de billones de d\u00f3lares\u201d, se\u00f1al\u00f3 a trav\u00e9s de Twitter.<\/p>\n

Sin embargo, es importante mencionar que la herramienta ha sido controvertida. En Europa, por ejemplo, editores, anunciantes y medios de comunicaci\u00f3n se quejaron ante la Comisi\u00f3n Europea debido a que consideran que las alternativas infringen la ley de competencia de la UE, pues da\u00f1a el negocio de terceros, pero no tendr\u00e1n ning\u00fan efecto sobre el negocio de b\u00fasquedas basado en anuncios de Google.<\/p>\n

A pesar de ello, en Reino Unido, la Autoridad de Mercados y Competencia (CMA, por sus siglas en ingl\u00e9s) acept\u00f3 formalmente los compromisos de Google en torno a c\u00f3mo desarrollar\u00e1 sus herramientas, a fin de que no perjudiquen la competencia ni beneficien injustamente su propio negocio publicitario.<\/p>\n","protected":false},"excerpt":{"rendered":"

Las herramientas que la compa\u00f1\u00eda comenzar\u00e1 a tener en fase beta ser\u00e1n Topics, FLEDGE y los informes de atribuci\u00f3n.<\/p>\n","protected":false},"author":10,"featured_media":14724,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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