{"id":2641,"date":"2021-05-11T14:54:19","date_gmt":"2021-05-11T17:54:19","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2641"},"modified":"2024-04-17T13:44:02","modified_gmt":"2024-04-17T16:44:02","slug":"el-fin-de-las-cookies-y-el-futuro-de-los-datos-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/es\/blog\/o-fim-dos-cookies-e-o-futuro-dos-dados\/","title":{"rendered":"El fin de las cookies y el futuro de los datos"},"content":{"rendered":"<p>En\u00a0<a href=\"https:\/\/blog.chromium.org\/2020\/01\/building-more-private-web-path-towards.html\">publicaci\u00f3n reciente<\/a>\u00a0En el blog chromium.org, Google anunci\u00f3 que dejar\u00e1 de utilizar cookies de terceros en los sitios web visitados mediante su navegador, Chrome. Con esta decisi\u00f3n, muchas personas se preguntaron si ser\u00eda la <strong>fin de las galletas<\/strong> y, principalmente, c\u00f3mo se rastrear\u00e1n los datos de navegaci\u00f3n.<\/p>\n<p>Seg\u00fan la empresa, la decisi\u00f3n forma parte de la iniciativa \u201cPrivacy Sandbox\u201d, lanzada en agosto de 2019, con el objetivo de mejorar la privacidad en la red.<\/p>\n<p>Otros navegadores, como Safari y Firefox, ya han realizado cambios centrados en la seguridad y la privacidad, pero para comprender el impacto de la decisi\u00f3n respecto a Chrome, debemos comprender la importancia de las cookies y la del propio navegador de Google.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdndice<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenido\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Palanca<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/es\/blog\/o-fim-dos-cookies-e-o-futuro-dos-dados\/#O_que_sao_e_para_que_servem_os_cookies\" >\u00bfQu\u00e9 son las cookies y para qu\u00e9 sirven?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/es\/blog\/o-fim-dos-cookies-e-o-futuro-dos-dados\/#A_importancia_dos_cookies_para_as_empresas\" >La importancia de las cookies para las empresas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/es\/blog\/o-fim-dos-cookies-e-o-futuro-dos-dados\/#O_mercado_de_dados_e_dos_browsers\" >El mercado de datos y navegadores<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/es\/blog\/o-fim-dos-cookies-e-o-futuro-dos-dados\/#Privacidade_x_Big_Data\" >Privacidad x Big Data<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_sao_e_para_que_servem_os_cookies\"><\/span><span style=\"color: #ff9900;\">\u00bfQu\u00e9 son las cookies y para qu\u00e9 sirven?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Las cookies son simples archivos de texto que almacenan la actividad del usuario en Internet, con el objetivo de hacer m\u00e1s pr\u00e1ctica la navegaci\u00f3n, configurando alguna informaci\u00f3n de forma autom\u00e1tica. M\u00e1s que eso, las cookies tienen la funci\u00f3n principal de almacenar informaci\u00f3n anal\u00edtica sobre su historial de navegaci\u00f3n.<\/p>\n<p>Por lo tanto, cuando ingresamos a un sitio web, en la cookie se almacena diversa informaci\u00f3n, como el tiempo de navegaci\u00f3n, las p\u00e1ginas visitadas y otros datos que pueden ser utilizados por las empresas, como por ejemplo en campa\u00f1as de marketing.\u00a0<a href=\"https:\/\/verocontents.com.br\/es\/blog\/o-que-e-remarketing-ou-retargeting\/\">recomercializaci\u00f3n<\/a>, por ejemplo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_importancia_dos_cookies_para_as_empresas\"><\/span><span style=\"color: #ff9900;\">La importancia de las cookies para las empresas<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Otro punto importante para comprender el impacto de <strong>fin de las galletas<\/strong> es comprender la importancia del seguimiento digital para las empresas. Para que te hagas una idea, un estudio reciente mostr\u00f3 que 65% de las inversiones globales en publicidad digital se concentrar\u00edan en\u00a0<a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-son-los-medios-programaticos-y-como-implementarlos-en-tu-empresa\/\">medios program\u00e1ticos<\/a>.<\/p>\n<p>Los medios program\u00e1ticos son una forma inteligente y extremadamente asertiva de comprar medios y dependen del uso de cookies. Adem\u00e1s de las plataformas de compra de medios, tambi\u00e9n contamos con grandes empresas, como Google y Facebook, que utilizan cookies en sus herramientas de remarketing.<\/p>\n<p>Evidentemente, si Google abandona el uso de cookies, el gigante digital tiene planes de obtener datos por otras v\u00edas. Entend\u00e1moslo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"O_mercado_de_dados_e_dos_browsers\"><\/span><span style=\"color: #ff9900;\">El mercado de datos y navegadores<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google Chrome tiene 69% de accesos a trav\u00e9s de escritorio y 40% en dispositivos m\u00f3viles. L\u00edder absoluto. Le sigue Safari y luego Firefox. As\u00ed <strong>fin de las galletas<\/strong> En realidad, s\u00f3lo se implementar\u00eda si Google as\u00ed lo quisiera.<\/p>\n<p>Por supuesto, existen otras formas de obtener informaci\u00f3n del usuario. oh\u00a0<a href=\"https:\/\/verocontents.com.br\/es\/blog\/que-es-big-data-y-como-aplicarlo-a-tu-empresa\/\">grandes datos<\/a>\u00a0Est\u00e1 creciendo y no ser\u00eda inteligente poner fin a esta informaci\u00f3n. Si un usuario de alguna manera inicia sesi\u00f3n en un correo electr\u00f3nico, por ejemplo, y navega normalmente, sus datos ya ser\u00e1n rastreados de alguna manera.<\/p>\n<p>Aunque las plataformas de medios digitales tambi\u00e9n disponen de informaci\u00f3n de los usuarios, se limitan a sus propios datos de navegaci\u00f3n.<\/p>\n<p>As\u00ed, tenemos una nueva era en el mercado de la informaci\u00f3n. La era del inicio de sesi\u00f3n. La identificaci\u00f3n se vuelve m\u00e1s importante que nunca y el padre de todos ellos sigue siendo Google. Para que te hagas una idea, en 2018 Gmail super\u00f3\u00a0<a href=\"https:\/\/www.tecmundo.com.br\/internet\/135640-gmail-tem-1-5-bilhao-usuarios-ativos-mes.htm\">1,5 mil millones<\/a>\u00a0de usuarios activos en el mundo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Privacidade_x_Big_Data\"><\/span><span style=\"color: #ff9900;\">Privacidad x Big Data<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>oh <strong>fin de las galletas<\/strong> S\u00f3lo deber\u00eda ocurrir a mediados de 2022. Hasta entonces, el mercado tendr\u00e1 que adaptarse, buscando alternativas para la recopilaci\u00f3n y el an\u00e1lisis de datos. En la era del Big Data lo que ha primado es la b\u00fasqueda de la privacidad. Cada vez se comprende m\u00e1s la importancia y la necesidad de mantener a los usuarios conscientes de su recopilaci\u00f3n de datos, as\u00ed como de su posterior uso por parte de las empresas.<\/p>\n<p>En este contexto, la captura y el an\u00e1lisis de datos ganan a\u00fan m\u00e1s importancia. En este escenario, se potenciar\u00e1 y valorar\u00e1 la generaci\u00f3n de contenidos de calidad y la total transparencia en las formas de captura y tratamiento de datos (uso de doble opt-in, pol\u00edticas de privacidad, formas m\u00e1s visibles de baja, etc.).<\/p>\n<p>En el momento de la pelota\u00a0<a href=\"https:\/\/verocontents.com.br\/es\/blog\/estrategias-de-marketing-integradas\/\">estrategias de marketing digital<\/a>, nos dirigiremos cada vez m\u00e1s hacia las empresas que est\u00e9n m\u00e1s preparadas en inteligencia de datos y planificaci\u00f3n estrat\u00e9gica.<\/p>\n<p>Y destacar\u00e1n aquellas que ya trabajan de forma \u00e9tica y transparente.<\/p>\n<p>\u00bfQuiere hablar con un experto en Vero Contents? Simplemente haga click\u00a0<a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\">AQU\u00cd.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>En una publicaci\u00f3n reciente en el blog chromium.org, Google anunci\u00f3 que ya no utilizar\u00e1 cookies de terceros en los sitios web visitados mediante su navegador, Chrome. Con esta decisi\u00f3n mucha gente se pregunt\u00f3 si ser\u00eda el fin de las cookies y,<\/p>","protected":false},"author":1,"featured_media":2642,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337],"tags":[12,53,37],"class_list":["post-2641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-marketing-digital","tag-planejamento-estrategico","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O fim dos cookies e o futuro dos dados - Vero Contents<\/title>\n<meta name=\"description\" content=\"O Google anunciou que deixar\u00e1 de utilizar os cookies de terceiros nos sites visitados com a utiliza\u00e7\u00e3o do seu navegador, o Chrome. 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