{"id":8465,"date":"2021-04-19T06:51:00","date_gmt":"2021-04-19T06:51:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8465"},"modified":"2024-02-27T10:53:46","modified_gmt":"2024-02-27T10:53:46","slug":"ios-14-5-the-imminent-role-change-of-facebook-mmps","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/ios-14-5-the-imminent-role-change-of-facebook-mmps\/","title":{"rendered":"iOS 14.5: El inminente cambio de rol de los MMP de Facebook"},"content":{"rendered":"<p><br>La introducci\u00f3n de SKAdNetwork ha cambiado significativamente el papel que desempe\u00f1an los MMP (Mobile Measurement Partners) de Facebook en el ecosistema m\u00f3vil. En este momento, no hay diferencia entre utilizar los MMP de Facebook y las herramientas que Facebook proporciona p\u00fablicamente. Creemos que iOS 14.5 y SKAdNetwork han nivelado el terreno de juego para todos los implicados en la medici\u00f3n publicitaria y han dado a los editores m\u00f3viles m\u00e1s opciones entre las que elegir. Adem\u00e1s, como Facebook quiere ser muy cuidadoso con la privacidad, los datos s\u00f3lo se compartir\u00e1n a nivel agregado, lo que favorece a los desarrolladores tecnol\u00f3gicos y expertos en publicidad.<\/p>\n\n\n\n<p>Facebook fue una de las primeras redes publicitarias en anunciar el cambio a SKAdNetwork tras su introducci\u00f3n por Apple. Hoy vamos a echar un vistazo a lo que ha cambiado en tres componentes clave de la integraci\u00f3n de Facebook y c\u00f3mo estos cambios han permitido a los desarrolladores de iOS hacer publicidad en Facebook sin utilizar... <a href=\"https:\/\/docs.tenjin.com\/docs\/mmp\">MMP<\/a>s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Atribuci\u00f3n<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2021\/04\/ios14_01--2-.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p>Antes de iOS 14.5, Facebook depend\u00eda completamente de IDFA para la medici\u00f3n de anuncios. Para obtener los datos de atribuci\u00f3n, un MMP hac\u00eda ping a una API exclusiva de Facebook con un IDFA para obtener datos de atribuci\u00f3n de clics de los dispositivos que interactuaban con los anuncios de Facebook.<img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2021\/04\/ios14_02--1-.png?ssl=1\"><\/p>\n\n\n\n<p>Dado que Facebook tiene previsto utilizar SKAdnetwork para todas las campa\u00f1as de iOS 14.5 (<a href=\"https:\/\/www.facebook.com\/business\/news\/preparing-our-partners-for-ios-14-launch\">fuente<\/a>), s\u00f3lo Apple puede realizar la atribuci\u00f3n para Facebook. En este caso, Facebook recibe las devoluciones de SKAdNetwork de Apple y las utiliza como fuente de atribuci\u00f3n en su panel de control y sus API. Adem\u00e1s, Facebook no tiene previsto pasar las devoluciones de SKAdNetwork sin procesar a terceros, incluidos los MMP de Facebook. Esto significa que tanto los MMP de Facebook como los que no lo son (los desarrolladores en general) est\u00e1n en igualdad de condiciones a la hora de crear an\u00e1lisis sobre las API de marketing de Facebook. Ambos utilizar\u00e1n los mismos datos disponibles de las API p\u00fablicas.<\/p>\n\n\n\n<p>Por este motivo, el SDK de Tenjin incorpora&nbsp;<a href=\"https:\/\/docs.tenjin.com\/en\/tracking\/sk_adnetwork.html\">soporte<\/a>&nbsp;para SKAdnetwork, lo que permite utilizar la integraci\u00f3n con Facebook y Apple.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Informes<\/strong><\/h2>\n\n\n\n<p>Todos los MMP ya no podr\u00e1n medir m\u00e9tricas de cohorte como retenci\u00f3n, ROI y LTV para las campa\u00f1as de Facebook SKAdNetwork.<\/p>\n\n\n\n<p>Las m\u00e9tricas de Facebook que provienen de la implementaci\u00f3n de SKAdNetwork de iOS 14.5 se basan en datos agregados que est\u00e1n disponibles p\u00fablicamente para cualquier desarrollador o tercero con acceso. Es posible que veas variaciones en algunas de las m\u00e9tricas estandarizadas de hoy debido a los cambios en el m\u00e9todo de atribuci\u00f3n explicados anteriormente, pero en su mayor parte la atribuci\u00f3n ser\u00e1 controlada por Apple para Facebook y solo se podr\u00e1 utilizar a nivel agregado.<\/p>\n\n\n\n<p>Como recordatorio amistoso,&nbsp;<a href=\"https:\/\/blog.tenjin.com\/ios-14-5-measure-skadnetwork-conversion-values-for-free\/\">Los clientes de Tenjin no pagan por los datos agregados y de SKAdNetwork<\/a>As\u00ed que, b\u00e1sicamente, la medici\u00f3n de SKAdNetwork en Facebook es gratuita. Adem\u00e1s, si Facebook comparte los valores de conversi\u00f3n a trav\u00e9s de una API disponible p\u00fablicamente, nuestros clientes podr\u00e1n modelar el LTV y el ROI como parte de la&nbsp;<a href=\"https:\/\/blog.tenjin.com\/attribution-modeling-ios\/\">Modelos de atribuci\u00f3n<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Optimizaci\u00f3n<\/strong><\/h3>\n\n\n\n<p>Facebook ofrece al anunciante tres opciones de producto para enviar eventos de optimizaci\u00f3n de campa\u00f1a (<a href=\"https:\/\/www.facebook.com\/business\/help\/670955636925518\">fuente<\/a>):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SDK de Facebook<\/li>\n\n\n\n<li>Importaci\u00f3n desde una aplicaci\u00f3n asociada<\/li>\n\n\n\n<li>Personalizaciones a trav\u00e9s de un servidor de aplicaciones<\/li>\n<\/ul>\n\n\n\n<p>Tenjin utiliza la opci\u00f3n personalizable para crear un esquema de valores de conversi\u00f3n en el panel de control de Facebook. Todos ellos dan como resultado la misma integraci\u00f3n independientemente del estado de exclusividad de MMP. La opci\u00f3n personalizable es compatible:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Instalaciones (MAI);<\/li>\n\n\n\n<li>Eventos de aplicaciones (AEO);<\/li>\n\n\n\n<li>Valor (VO);<\/li>\n\n\n\n<li>Instalaciones con eventos de aplicaci\u00f3n (MAI con eventos de aplicaci\u00f3n).<\/li>\n<\/ul>\n\n\n\n<p>Entendemos que este es un gran cambio para todos los anunciantes de iOS, por eso todos los clientes de Tenjin tienen acceso a formaci\u00f3n espec\u00edfica que les ayuda con la configuraci\u00f3n.<\/p>\n\n\n\n<p>Para inscribirse en la formaci\u00f3n, escr\u00edbanos a&nbsp;<a href=\"mailto:support@tenjin.com\">support@tenjin.com<\/a>&nbsp;con '<strong>#519 Introducci\u00f3n a la medici\u00f3n SKAdNetwork de Facebook<\/strong>en el asunto del correo electr\u00f3nico.<\/p>\n\n\n\n<p>SKAdNetwork de Apple ya ha alterado el panorama de la anal\u00edtica m\u00f3vil, y habr\u00e1 a\u00fan m\u00e1s cambios en la forma de operar de las redes publicitarias y los editores m\u00f3viles en este nuevo mundo. El cambio de rol del MMP es inminente. Tenjin est\u00e1 abrazando el cambio y seguir\u00e1 innovando para ayudar a nuestros clientes con los nuevos retos.<\/p>","protected":false},"excerpt":{"rendered":"<p>The introduction of SKAdNetwork significantly changed the role Facebook MMPs (Mobile Measurement Partners) play within the mobile ecosystem. At this point, there is no difference between using Facebook MMPs and the tools that Facebook is providing publicly. We believe that iOS 14.5 and SKAdNetwork leveled the playing field for everyone involved in advertising measurement and&#8230;<\/p>","protected":false},"author":11,"featured_media":8466,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8,10],"tags":[],"class_list":["post-8465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends","category-skadnetwork"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iOS 14.5: The imminent role change of Facebook MMPs - Tenjin<\/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:\/\/tenjin.com\/es\/blog\/ios-14-5-the-imminent-role-change-of-facebook-mmps\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iOS 14.5: The imminent role change of Facebook MMPs - Tenjin\" \/>\n<meta property=\"og:description\" content=\"The introduction of SKAdNetwork significantly changed the role Facebook MMPs (Mobile Measurement Partners) play within the mobile ecosystem. At this point, there is no difference between using Facebook MMPs and the tools that Facebook is providing publicly. 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