{"id":30128,"date":"2021-05-05T15:29:13","date_gmt":"2021-05-05T13:29:13","guid":{"rendered":"https:\/\/qualifio.fidelodev.be\/blog\/mundo-cookieless-estrategia-recopilacion-datos-zero-party\/"},"modified":"2022-07-28T15:13:04","modified_gmt":"2022-07-28T13:13:04","slug":"mundo-cookieless","status":"publish","type":"post","link":"https:\/\/qualifio.fidelodev.be\/es\/blog\/mundo-cookieless\/","title":{"rendered":"En un mundo cookieless, \u00bfpor qu\u00e9 es imprescindible una estrategia de recopilaci\u00f3n de datos?"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"en-un-mundo-cookieless-la-creciente-importancia-des-zero-party-data-para-las-marcas\">En un mundo cookieless, la creciente importancia des zero-party data para las marcas<\/h2>\n\n\n\n<p>El mundo del marketing vive un gran reto: <strong>un mundo cookieless<\/strong> con la eliminaci\u00f3n de las cookies de terceros por parte de Google. No cabe duda de que el futuro del marketing digital se ver\u00e1 afectado. Sin embargo, los marketers tienen la posibilidad de convertir este cambio en una oportunidad. Existen diferentes soluciones como el first-party data y el <a href=\"https:\/\/qualifio.fidelodev.be\/es\/blog\/que-son-los-zero-party-data\/\">zero-party data<\/a>. Es hora de que las marcas empiecen a actuar si quieren sacar el mayor provecho a esta nueva realidad.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"que-esta-ocurriendo-con-las-cookies-de-terceros\">\u00bfQu\u00e9 est\u00e1 ocurriendo con las cookies de terceros?<\/h3>\n\n\n\n<p>Por si no te has enterado de la noticia, despu\u00e9s de Safari, Firefox y Explorer, Google ha anunciado que eliminar\u00e1 progresivamente las cookies de terceros de su navegador Chrome <a href=\"https:\/\/www.thedrum.com\/news\/2022\/07\/27\/google-says-the-cookie-here-stay-until-2024\" target=\"_blank\" rel=\"noreferrer noopener\">para finales de 2024<\/a>. Esto significa que:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u274c Los anunciantes no podr\u00e1n recopilar datos a trav\u00e9s de cookies de terceros.<\/li><li>\ud83d\udde3\ufe0f La forma en que se dirigen y segmentan las audiencias para la publicidad digital cambiar\u00e1. Tendr\u00e1n que conectar o reconectar con sus visitantes de nuevas e innovadoras formas.<\/li><li>\ud83d\udcbb Las first-party cookies no van a desaparecer. Las marcas podr\u00e1n seguir recopilando informaci\u00f3n sobre sus visitantes en sus sitios web.<\/li><\/ul>\n\n\n\n<p><a href=\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/mundo-cookieless-dpo.png\"><img decoding=\"async\" width=\"780\" height=\"auto\" class=\"alignnone size-full wp-image-37460\" src=\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/mundo-cookieless-dpo.png\" alt=\"mundo-cookieless-dpo\"><\/a><\/p>\n\n\n\n<p>Que no cunda el p\u00e1nico; por supuesto que este no es el fin de la publicidad digital. La personalizaci\u00f3n seguir\u00e1 siendo posible m\u00e1s all\u00e1 de las cookies de terceros. Existen diferentes alternativas (las veremos en el ebook); durante los pr\u00f3ximos dos a\u00f1os todo ser\u00e1 cuesti\u00f3n de probar, aprender y optimizar.<\/p>\n\n\n\n<div class=\"blockarticle4\">\n<p>\ud83c\udf6a Cookie<\/strong> : una cookie es un peque\u00f1o fragmento de c\u00f3digo que se almacena en el navegador de un usuario cuando visita un sitio web. Permite recopilar datos de los clientes para reconocerlos y hacer seguimiento de sus preferencias, buscando ofrecer una mejor y m\u00e1s personalizada<\/p>\n<p>\u2699\ufe0f First-party cookie<\/strong> : una first-party cookie es insertada por el mismo sitio web que el usuario visita. Permite al navegador recordar la informaci\u00f3n del usuario, como las intenciones de compra, los inicios de sesi\u00f3n y las preferencias de idioma.<\/p>\n<p>3\ufe0f\u20e3 Third-party cookie<\/strong> : las cookies de terceros son creadas por sitios web distintos del que el usuario visita, como los sitios web de los anunciantes y las redes sociales. Se utilizan con fines de seguimiento, retargeting y publicidad online.<\/p>\n<\/div>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/mundo-cookieless-co-fundador.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-37459\" src=\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/mundo-cookieless-co-fundador.png\" alt=\"mundo-cookieless-co-fundador\" width=\"780\" height=\"auto\"><\/a><br>\u2b07\ufe0f \u2b07\ufe0f \u2b07\ufe0f<!-- [if lte IE 8]&gt;--><\/p>\n\n\n\n<div class=\"wp-block-group align-center hubspot-form-box is-layout-flow wp-block-group-is-layout-flow\">\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n\thbspt.forms.create({\n\t\tregion: \"na1\",\n\t\tportalId: \"5566751\",\n\t\tformId: \"d292b4a0-4026-4f6e-b561-fc4538b6c0c6\"\n\t});\n<\/script>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>En un mundo cookieless, la creciente importancia des zero-party data para las marcas El mundo del marketing vive un gran reto: un mundo cookieless con la eliminaci\u00f3n de las cookies de terceros por parte de Google. No cabe duda de que el futuro del marketing digital se ver\u00e1 afectado. Sin embargo, los marketers tienen la [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":30129,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[277],"tags":[],"class_list":["post-30128","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recopilacion-de-datos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Un mundo cookieless: La creciente importancia del zero-party data<\/title>\n<meta name=\"description\" content=\"Un mundo cookieless: la eliminaci\u00f3n de las cookies de terceros por parte de Google. 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El futuro es el first-party y zero-party data\" \/>\n<meta property=\"og:url\" content=\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/\" \/>\n<meta property=\"og:site_name\" content=\"Qualifio\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-05T13:29:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-28T13:13:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/qualifio.fidelodev.be\/blog\/wp-content\/uploads\/banner_social_ebook_zero_party_data-1.png\" \/>\n<meta name=\"author\" content=\"Anastasia Babatzikis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Anastasia Babatzikis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/\"},\"author\":{\"name\":\"Anastasia Babatzikis\",\"@id\":\"https:\/\/qualifio.fidelodev.be\/#\/schema\/person\/5c5c6cef94a4eef3bb709a7432772e43\"},\"headline\":\"En un mundo cookieless, \u00bfpor qu\u00e9 es imprescindible una estrategia de recopilaci\u00f3n de datos?\",\"datePublished\":\"2021-05-05T13:29:13+00:00\",\"dateModified\":\"2022-07-28T13:13:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/\"},\"wordCount\":399,\"publisher\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/#organization\"},\"image\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/2022\/06\/cookieless-world-zero-party-data-blog.png\",\"articleSection\":[\"Recopilaci\u00f3n de datos\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/\",\"url\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/\",\"name\":\"Un mundo cookieless: La creciente importancia del zero-party data\",\"isPartOf\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/qualifio.fidelodev.be\/blog\/cookieless-world\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/qualifio.fidelodev.be\/wp-content\/uploads\/2022\/06\/cookieless-world-zero-party-data-blog.png\",\"datePublished\":\"2021-05-05T13:29:13+00:00\",\"dateModified\":\"2022-07-28T13:13:04+00:00\",\"description\":\"Un mundo cookieless: la eliminaci\u00f3n de las cookies de terceros por parte de Google. 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