{"id":12461,"date":"2024-09-02T09:06:41","date_gmt":"2024-09-02T14:06:41","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=12461"},"modified":"2024-09-02T09:06:41","modified_gmt":"2024-09-02T14:06:41","slug":"las-cookies-de-terceros-de-chrome-no-podran-eliminarse-el-nuevo-plan-de-google-para-evitarlas","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/las-cookies-de-terceros-de-chrome-no-podran-eliminarse-el-nuevo-plan-de-google-para-evitarlas\/","title":{"rendered":"Las cookies de terceros de Chrome no podr\u00e1n eliminarse: el nuevo plan de Google para evitarlas"},"content":{"rendered":"<p>En un giro inesperado,\u00a0<strong>Google ha decidido no eliminar las cookies de terceros en su navegador Chrome, desafiando las expectativas previas.\u00a0<\/strong>La decisi\u00f3n llega despu\u00e9s de varios retrasos y reconsideraciones sobre el impacto de dicha medida en el ecosistema digital.<\/p>\n<p><strong>Anthony Chavez, Vicepresidente de Privacy Sandbox,\u00a0<\/strong>explic\u00f3 que Google ahora se enfocar\u00e1 en brindar a los usuarios la\u00a0<strong>capacidad de tomar decisiones informadas sobre sus preferencias de navegaci\u00f3n<\/strong>. Este nuevo enfoque busca equilibrar la privacidad de los usuarios con las necesidades de los anunciantes y editores, evitando los problemas generados por las propuestas anteriores como FLoC y Topics, que no lograron la aceptaci\u00f3n esperada.<\/p>\n<h2 class=\"wp-block-heading\"><span id=\"el-rol-de-privacy-sandbox-impacto-en-la-publicidad-y-la-privacidad\" class=\"ez-toc-section\"><\/span>El rol de Privacy Sandbox: impacto en la publicidad y la privacidad<\/h2>\n<p>Aunque\u00a0Google ha decidido mantener las cookies de terceros,\u00a0<strong>no abandona sus esfuerzos por mejorar la privacidad<\/strong>. La iniciativa Privacy Sandbox seguir\u00e1 en desarrollo, buscando nuevas formas de proteger la privacidad sin comprometer la funcionalidad y el rendimiento de la publicidad.\u00a0<strong>Este cambio de rumbo tambi\u00e9n responde a las recomendaciones de entidades regulatorias como la Autoridad de Competencia y Mercados del Reino Unido, que han influido en la reevaluaci\u00f3n de la estrategia de Google.<\/strong><\/p>\n<p>Las cookies de terceros seguir\u00e1n siendo una herramienta vital para la publicidad dirigida, permitiendo a los anunciantes rastrear la actividad de los usuarios en la web y crear perfiles detallados. Este balance entre privacidad y la econom\u00eda digital\u00a0<strong>plantea un desaf\u00edo continuo, con Google tratando de encontrar un punto medio que satisfaga a todos los actores involucrados.<\/strong><\/p>\n<p>La decisi\u00f3n de Google de no eliminar las cookies de terceros tambi\u00e9n refleja la presi\u00f3n de la industria y las preocupaciones sobre la competencia.\u00a0<strong>La eliminaci\u00f3n de cookies podr\u00eda haber favorecido a Google en detrimento de otros actores del mercado publicitario, al concentrar a\u00fan m\u00e1s el poder en sus manos.\u00a0<\/strong>Adem\u00e1s, se observ\u00f3 que las soluciones alternativas propuestas no alcanzaban el nivel de efectividad necesario para mantener la salud del ecosistema publicitario.<\/p>\n<h2 class=\"wp-block-heading\"><span id=\"las-cookies-de-google-chrome-en-tela-de-juicio\" class=\"ez-toc-section\"><\/span>Las cookies de Google Chrome en tela de juicio<\/h2>\n<p>Este anuncio ha generado diversas reacciones en la industria tecnol\u00f3gica y publicitaria. Algunos ven la medida como una oportunidad para que Google desarrolle mejores soluciones de privacidad, mientras que otros critican la decisi\u00f3n como una forma de mantener su dominio en el mercado.\u00a0<strong>Google, por su parte, asegura que continuar\u00e1 trabajando<\/strong>\u00a0en estrecha colaboraci\u00f3n con reguladores y la industria para desarrollar tecnolog\u00edas que protejan la privacidad de los usuarios sin comprometer la econom\u00eda digital.<\/p>\n<p>&nbsp;<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/digital-general\/digital\/cookies-terceros-chrome-no-podran-eliminarse<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un giro inesperado,\u00a0Google ha decidido no eliminar las cookies de terceros en su navegador Chrome, desafiando las expectativas previas.\u00a0La decisi\u00f3n llega despu\u00e9s de varios retrasos y reconsideraciones sobre el impacto de dicha medida en el ecosistema digital. Anthony Chavez, Vicepresidente de Privacy Sandbox,\u00a0explic\u00f3 que Google ahora se enfocar\u00e1 en brindar a los usuarios la\u00a0capacidad [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":12463,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-12461","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Las cookies de terceros de Chrome no podr\u00e1n eliminarse: el nuevo plan de Google para evitarlas | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/las-cookies-de-terceros-de-chrome-no-podran-eliminarse-el-nuevo-plan-de-google-para-evitarlas\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las cookies de terceros de Chrome no podr\u00e1n eliminarse: el nuevo plan de Google para evitarlas | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En un giro inesperado,\u00a0Google ha decidido no eliminar las cookies de terceros en su navegador Chrome, desafiando las expectativas previas.\u00a0La decisi\u00f3n llega despu\u00e9s de varios retrasos y reconsideraciones sobre el impacto de dicha medida en el ecosistema digital. 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