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container-fluid fulllight"> <div class="row"> <div id="single-header" class="w-100 full padding-54 bg-image d-flex align-items-end light" style="background-image: url('https://s46182.pcdn.co/wp-content/uploads/2024/08/MC-10139-Privacy-Sandbox-testing-blog-post-Header-V2-1.jpg')"> <header class="entry-header bg-white"> <a href="https://www.indexexchange.com/es/blog/"><i class="fa fa-long-arrow-left"></i> Blog</a> <h1 class="entry-title">Información sobre las pruebas de Privacy Sandbox</h1> </header> </div> <div class="container-fluid wrapper"> <div class="row justify-content-between"> <div class="col-12 col-xl-8"> <main id="main" class="site-main"> <article id="post-9012777" class="pb-md-5 post-9012777 post type-post status-publish format-standard has-post-thumbnail hentry category-articles-es tag-compradores-de-medios tag-direccionabilidad tag-propietarios-de-medios tag-web-y-display"> <div class="post-tag text-uppercase mb-4"> <div class="post-tag--meta"> 11 Jul, 2024 <span> • By Index Exchange Product Team</span> </div> <div class="post-tag--social-share"> <div class="shared-counts-wrap shortcode style-icon"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.indexexchange.com/es/2024/07/11/informacion-sobre-las-pruebas-de-privacy-sandbox/" title="Share on LinkedIn" target="_blank" rel="nofollow noopener noreferrer" class="shared-counts-button linkedin shared-counts-no-count" data-postid="9012777" data-social-network="LinkedIn" data-social-action="Share" data-social-target="https://www.indexexchange.com/es/2024/07/11/informacion-sobre-las-pruebas-de-privacy-sandbox/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="27.4375" height="32" viewBox="0 0 878 1024"><path d="M199.429 357.143v566.286h-188.571v-566.286h188.571zM211.429 182.286q0.571 41.714-28.857 69.714t-77.429 28h-1.143q-46.857 0-75.429-28t-28.571-69.714q0-42.286 29.429-70t76.857-27.714 76 27.714 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data-social-target="https://www.indexexchange.com/es/2024/07/11/informacion-sobre-las-pruebas-de-privacy-sandbox/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="32" height="32" viewBox="0 0 1024 1024"><path d="M1024 405.714v453.714q0 37.714-26.857 64.571t-64.571 26.857h-841.143q-37.714 0-64.571-26.857t-26.857-64.571v-453.714q25.143 28 57.714 49.714 206.857 140.571 284 197.143 32.571 24 52.857 37.429t54 27.429 62.857 14h1.143q29.143 0 62.857-14t54-27.429 52.857-37.429q97.143-70.286 284.571-197.143 32.571-22.286 57.143-49.714zM1024 237.714q0 45.143-28 86.286t-69.714 70.286q-214.857 149.143-267.429 185.714-5.714 4-24.286 17.429t-30.857 21.714-29.714 18.571-32.857 15.429-28.571 5.143h-1.143q-13.143 0-28.571-5.143t-32.857-15.429-29.714-18.571-30.857-21.714-24.286-17.429q-52-36.571-149.714-104.286t-117.143-81.429q-35.429-24-66.857-66t-31.429-78q0-44.571 23.714-74.286t67.714-29.714h841.143q37.143 0 64.286 26.857t27.143 64.571z"></path></svg></span><span class="shared-counts-label">Email</span></span></a></div> </div> </div> <div class="entry-content"> <p>Desde que Google deshabilitó las cookies de terceros en el 1 % del tráfico de Chrome en enero, hemos estado ocupados probando las API de Privacy Sandbox de <a href="https://www.indexexchange.com/es/video-series/que-es-protected-audience-api/">Protected Audience</a> (PA) y <a href="https://www.indexexchange.com/es/video-series/que-es-topics-api/">Topics</a>. Uno de los <a href="https://www.indexexchange.com/es/2024/01/15/privacy-sandbox-google-como-empezar-usarlo/">compromisos que adquirimos</a> fue compartir los resultados de nuestras pruebas con nuestros clientes y partners, así como con Google Chrome y la UK Competition and Markets Authority.   </p> <p>Está claro que <a href="https://www.indexexchange.com/es/2024/01/15/privacy-sandbox-google-como-empezar-usarlo/">Privacy Sandbox</a> es una solución compleja y requiere un cambio significativo en los procesos programáticos existentes.  </p> <p>Nuestras pruebas han demostrado que se pueden comprar y entregar millones de impresiones de Sandbox; sin embargo, quedan muchas preguntas abiertas y problemas por abordar. Por ejemplo, aún no tenemos datos sobre atribución o medición, que es una de las áreas que esperamos evaluar con partners en el futuro. Los planes retrasados de Google para eliminar completamente las cookies de terceros ofrecen el tiempo necesario para que la industria continúe probando y para que Google aborde algunas de las preocupaciones planteadas hasta la fecha. </p> <p>Estos son algunos de los hallazgos y desafíos clave que hemos observado durante nuestro período de prueba inicial de Privacy Sandbox.  </p> <h2 class="wp-block-heading">Hallazgos Iniciales de las pruebas de Privacy Sandbox </h2> <ol start="1" class="wp-block-list"> <li><strong>Alcance limitado de las pruebas:</strong> nuestra primera fase de pruebas involucró a más de 100 <a href="https://www.indexexchange.com/es/solution/editores/">editores</a>, miles de dominios y 10 <a href="https://www.indexexchange.com/es/solution/dsp/">DSP.</a> Esta fue una de las iniciativas de prueba a mayor escala fuera de Google y es un testimonio significativo para nuestros partners, dado el tiempo de inversión e incorporación requerido. Es importante señalar que, aunque las impresiones habilitadas para Sandbox han crecido a un volumen lo suficientemente grande como para que podamos sacar algunas conclusiones de las pruebas, las impresiones y el gasto generales todavía son bastante limitados.  </li> </ol> <figure class="wp-block-image size-full"><img fetchpriority="high" decoding="async" width="1392" height="900" src="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es.png" alt="privacy sandbox testing" class="wp-image-9012785" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es.png 1392w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-768x497.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-1024x662.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-621x402.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-540x349.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-695x449.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-350x226.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-325x210.png 325w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-458x296.png 458w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-916x592.png 916w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-118x76.png 118w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-170x110.png 170w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-impressions-es-92x59.png 92w" sizes="(max-width: 1392px) 100vw, 1392px" /></figure> <ol start="2" class="wp-block-list"> <li><strong>Temas comunes observados:</strong> hemos estado recopilando datos de rendimiento alrededor de la Topics API, incluidos los temas que vemos con mayor frecuencia, y hemos lanzado una nueva <a href="https://www.indexexchange.com/es/2024/04/03/nuevos-campos-de-informes-privacy-sandbox/">función de informes de Topics</a> para compartir estos conocimientos dentro de nuestra interfaz de usuario. Todavía no está claro cuán útiles son los temas observados para que los profesionales del marketing informen sus ofertas u optimicen sus campañas, aunque nos anima la retroalimentación reciente de los compradores que han comenzado a probar la API. </li> </ol> <figure class="wp-block-image size-full"><img decoding="async" width="1355" height="900" src="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es.png" alt="privacy sandbox testing" class="wp-image-9012801" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es.png 1355w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-768x510.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-1024x680.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-621x412.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-540x359.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-695x462.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-350x232.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-316x210.png 316w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-446x296.png 446w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-891x592.png 891w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-763x507.png 763w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-114x76.png 114w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-166x110.png 166w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-terms-es-92x61.png 92w" sizes="(max-width: 1355px) 100vw, 1355px" /></figure> <ol start="3" class="wp-block-list"> <li><strong>Efecto en los CPM:</strong> lo más preocupante durante nuestras pruebas ha sido la observación de una disminución del 33 % en los CPM en las impresiones habilitadas para Sandbox en comparación con las impresiones donde había una cookie de terceros presente. En comparación, los CPM son un 36 % más bajos en las impresiones sin Sandbox ni cookies. Entonces, aunque las API de Sandbox ayudaron (+3 %), no están cerrando la brecha lo suficiente en la escala actual, en el conjunto de características disponibles y en el nivel de adopción para evitar consecuencias significativas en los ingresos para los editores. </li> </ol> <p>Con sus limitaciones actuales, Privacy Sandbox puede no ser una solución efectiva aún para el uso general, o puede ser demasiado costoso para que las empresas tecnológicas preparen sus implementaciones para la disponibilidad general. Hay riesgos importantes para los editores y el ecosistema programático en general que debemos abordar para hacer que sea más fácil y eficiente escalar. </p> <h2 class="wp-block-heading">Problemas y solicitudes de funciones enfocados en editores </h2> <p>Nuestras pruebas de Privacy Sandbox han demostrado que todavía queda mucho trabajo por hacer para refinar el diseño, y hemos destacado algunos de los problemas clave que hemos compartido con el equipo de Google Chrome a continuación. El equipo ha estado abierto a recibir comentarios y está interactuando con empresas de toda la industria.  Continuaremos probando nuevas funciones y planteando problemas para ayudar a que Privacy Sandbox progrese como una solución viable y escalable. </p> <h3 class="wp-block-heading">1. Funcionalidad de formato, canal y transacción   </h3> <p>Para que Sandbox sea efectivo, debe admitir diferentes <a href="https://www.indexexchange.com/es/product/canales-y-formatos/streaming-tv/">formatos de anuncios</a>. Entendemos que Google está trabajando en diseños para muchas de estas solicitudes de funciones y estamos ansiosos por probarlas cuando se publiquen.  </p> <p>Actualmente, no hay soporte viable para vídeo, que representa una cantidad significativa del gasto publicitario en cookies. También hemos abogado por el soporte para solicitudes de tamaño múltiple para reducir el número total de subastas para una oportunidad de impresión y ayudar a reducir la latencia.  </p> <p>Hace ya varios años que entramos en “la era del móvil”. Desde nuestro punto de vista, las pruebas móviles en toda la industria han sido limitadas y aún no hemos participado en las pruebas de Privacy Sandbox en Android. Necesitaremos más pruebas para evaluar el diseño y la efectividad.  </p> <p>Finalmente, el diseño actual de Sandbox no ofrece un soporte adecuado para deals. Las transacciones programáticas se ejecutan cada vez más a través de deals, por lo que el soporte para deals es imprescindible.   </p> <h3 class="wp-block-heading">2. Latencia:  </h3> <p>La latencia ha demostrado ser un problema significativo, como <a href="https://www.adexchanger.com/the-sell-sider/privacy-sandboxs-latency-issues-will-cost-publishers/" target="_blank" rel="noreferrer noopener">informó Mediavine</a> desde el principio. Estamos viendo un 28 % más de latencia en las subastas de Privacy Sandbox en comparación con otras.  </p> <figure class="wp-block-image size-full"><img decoding="async" width="1600" height="754" src="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es.png" alt="privacy sandbox testing" class="wp-image-9012793" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es.png 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-768x362.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-1024x483.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-1536x724.png 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-621x293.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-540x254.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-695x328.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-350x165.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-397x187.png 397w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-1080x509.png 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-161x76.png 161w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-172x81.png 172w, https://s46182.pcdn.co/wp-content/uploads/2024/08/privacy-sandbox-latency-es-92x43.png 92w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure> <p>Esta latencia se debe principalmente al requisito de que Google sea el principal vendedor en las subastas de PA, lo que a su vez requiere que todas las ofertas que no sean de Google sean procesadas por Google Ad Manager (GAM) antes de que la subasta proceda. Todos los participantes de la subasta también deben esperar a que Google finalice la oferta ganadora. </p> <p>La latencia podría reducirse permitiendo que otros editores y ad exchanges compitan directamente en una subasta del lado del cliente a través de Prebid. Esto crearía un campo de juego más nivelado y aceleraría significativamente las transacciones web. Abordar problemas como la falta de subastas de tamaño múltiple y formato múltiple y optimizar el manejo de URL para la velocidad distribuida globalmente podría mejorar aún más la latencia.  </p> <p>Recomendamos a los editores que monitoreen la latencia y aseguren que sus pruebas de Privacy Sandbox tengan en cuenta estos riesgos. Por ejemplo, esto podría significar restringir las pruebas a páginas con menos tráfico.  </p> <h3 class="wp-block-heading">3. Soluciones TEE y competencia en la nube  </h3> <p>Para proteger la privacidad, Privacy Sandbox requiere que las subastas se ejecuten en el dispositivo dentro del navegador Chrome o a través de un trusted execution environment o entorno de ejecución confiable (TEE), que ejecuta de forma segura el lado del servidor de subastas en la nube. Los TEE pueden proporcionar más potencia informática de la disponible en el dispositivo de un usuario y reducir la latencia.  </p> <p>Sin embargo, Google ha elaborado <a href="https://github.com/privacysandbox/protected-auction-services-docs/blob/main/public_cloud_tees.md" target="_blank" rel="noreferrer noopener">requisitos técnicos</a> bastante sofisticados para trasladar las subastas a un TEE y, por ahora, solo permite TEE que se ejecutan en AWS o Google Cloud Platform. Consideramos que esto es una preocupación competitiva, ya que impone un impuesto potencial injusto a los editores, los exchanges y otras plataformas de ad tech independientes, al tiempo que aumenta los ingresos de unos pocos grandes proveedores de la nube.  </p> <p> <br>Por ejemplo, en Index Exchange ejecutamos nuestro propio TEE basado en la nube, lo que nos permite optimizar de forma muy significativa nuestros costos y, al mismo tiempo, generar importantes ganancias de eficiencia para nuestros clientes. Apoyar Privacy Sandbox exigiría que trasladáramos una gran parte de nuestra infraestructura de subastas a la nube pública a un coste mucho mayor, lo que en última instancia significaría costes más altos para nuestros clientes y partners. </p> <h3 class="wp-block-heading">4. Audiencias controladas por el editor  </h3> <p>Hoy en día, solo los compradores de medios y los DSP pueden crear grupos de interés, los grupos de audiencia generalizados en torno a los cuales se construye la API de PA. Esto limita los posibles casos de uso y restringe a los editores a la hora de monetizar sus propias audiencias de forma eficaz. Si un editor tuviera que seleccionar ofertas de audiencia, tendría que proporcionar esa audiencia a cada DSP con el que trabaje.  <br> <br>Proponemos un diseño de Sandbox que brinde a los editores más control y les permita aprovisionar grupos de interés a sus partners vendedores, quienes a su vez pueden aprovisionarlos a uno o varios DSP a la vez a través de deal ID.  </p> <h3 class="wp-block-heading">5. Iniciativas sin cookies relacionadas  </h3> <p>También nos preocupan las iniciativas secundarias relacionadas con Sandbox, como el truncamiento de IP. Si bien estas iniciativas no reemplazarán una cookie, sí tienen implicaciones para el cumplimiento de las regulaciones. Por ejemplo, puede resultar difícil dividir a los usuarios en regiones geográficas o estados con la forma en que funciona hoy el truncamiento de IP en los navegadores sin cookies, lo que dificulta el cumplimiento de las normas de privacidad locales.  </p> <h2 class="wp-block-heading">Mirando hacia el futuro </h2> <p>En general, nos anima ver el creciente número de empresas de los ecosistemas programático y de web abierta que se han unido para probar una solución tan significativa en el transcurso de unos pocos meses.  <br> <br>Privacy Sandbox es complicado y materialmente diferente de cómo se ha ejecutado la publicidad programática hasta la fecha. Si bien puede no ser perfecto, demuestra potencial sobre otras alternativas propuestas o ninguna sustitución en absoluto. Hemos demostrado que podemos entregar millones de impresiones, pero no hemos podido probar todos los aspectos y necesitaremos seguir invirtiendo para desarrollar nuestra infraestructura. Esperamos que Google, la CMA y otros consideren los comentarios de las pruebas y evolucionen los diseños existentes para ayudar a mejorar la <a href="https://www.indexexchange.com/es/video-series/soluciones-de-direccionabilidad-para-un-mundo-post-cookies/">direccionabilidad post-cookie</a>s en la web abierta. También estamos ansiosos por ver más participación del lado de la compra para ayudar a acelerar aún más las pruebas y la adopción. </p> <p>La ampliación del plazo de caducidad de las cookies proporciona a la industria el margen necesario para estar preparada. Continuaremos apoyando y probando Privacy Sandbox y te mantendremos informado sobre nuestro progreso y aprendizajes. Si tienes alguna pregunta o deseas comenzar a probar, por favor <a href="mailto:privacy-sandbox@indexexchange.com" target="_blank" rel="noreferrer noopener">contacta a nuestro equipo de Privacy Sandbox</a>.  </p> <p><em>Para obtener más apoyo, asegúrate de consultar algunos de los recursos que hemos creado, incluyendo </em><a href="https://www.indexexchange.com/es/2024/01/15/privacy-sandbox-google-como-empezar-usarlo/" target="_blank" rel="noreferrer noopener"><em>cómo empezar con Privacy Sandbox</em></a><em>, nuestra </em><a href="https://www.indexexchange.com/es/series/direccionabilidad/"><em>serie de vídeos Index Explains</em></a><em> sobre las API, y nuestra demo y </em><a href="https://publisher.privacysandboxdemos.com/resources/" target="_blank" rel="noreferrer noopener"><em>diagrama técnico</em></a><em> de</em><a href="https://www.indexexchange.com/es/2024/01/15/privacy-sandbox-google-como-empezar-usarlo/"><em> Protected Audiences</em></a><em>. </em> </p> <div 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