{"id":8510,"date":"2020-10-29T07:29:00","date_gmt":"2020-10-29T07:29:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8510"},"modified":"2026-04-14T08:49:23","modified_gmt":"2026-04-14T08:49:23","slug":"attribution-modeling-ios","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/attribution-modeling-ios\/","title":{"rendered":"Modelado de atribuci\u00f3n: una nueva forma mejorada de medir el rendimiento de la publicidad en iOS"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A partir de 2021, los anunciantes de iOS no podr\u00e1n calcular m\u00e9tricas clave de cohortes, como el ROI o el LTV, para la mayor\u00eda de sus campa\u00f1as publicitarias. Esto da lugar a un nuevo paradigma en el que tanto los editores m\u00f3viles como los proveedores tendr\u00e1n que innovar para tener \u00e9xito. En Tenjin, estamos centrando nuestros esfuerzos en desarrollar un nuevo tipo de metodolog\u00eda para atribuir las instalaciones a las campa\u00f1as de marketing: el modelado de atribuci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante los \u00faltimos meses, hemos trabajado en un modelo totalmente nuevo de atribuci\u00f3n de usuarios, adaptado a la nueva realidad, para el \u00e1mbito del marketing, que permitir\u00e1 a los anunciantes tomar decisiones bien fundamentadas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Los desarrolladores deben replantearse la medici\u00f3n del ROI basada en el IDFA, ya que solo incluir\u00e1 el 20% del tr\u00e1fico.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Debido a&nbsp;<a href=\"https:\/\/developer.apple.com\/news\/?id=hx9s63c5&amp;1599152522\">Pr\u00f3ximas restricciones del IDFA<\/a>, la atribuci\u00f3n determinista quedar\u00e1 obsoleta en iOS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00bfPor qu\u00e9 los anunciantes de iOS ya no podr\u00e1n optimizar su tr\u00e1fico como sol\u00edan hacerlo?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Principalmente por dos razones:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1) El ROI y el LTV por cohorte solo son posibles gracias a la atribuci\u00f3n determinista (basada en el IDFA), que asigna 100% del m\u00e9rito a un clic o una impresi\u00f3n concretos. Sin embargo, en 2021 la atribuci\u00f3n determinista solo ser\u00e1\u00a0<a href=\"https:\/\/blog.tenjin.com\/new-rules-of-attribution-ios-14\/\">disponible para los usuarios que se den de alta<\/a>. Hemos estimado\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-attribution-san\/\">esta cifra, 20%, para las SAN, ya en julio<\/a>. La cifra real podr\u00eda ser inferior, ya que es posible que algunas SAN no recopilen el IDFA en absoluto \u2013\u00a0<a href=\"https:\/\/www.facebook.com\/audiencenetwork\/news-and-insights\/preparing-audience-network-for-ios14\/?locale=en_US&amp;draft=306506763767413\">El ejemplo de Facebook<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) SKAdNetwork, por su propia naturaleza, no mide la actividad de los usuarios a largo plazo. Puedes obtener m\u00e1s informaci\u00f3n al respecto en\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">esta gu\u00eda<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En pocas palabras, si quieres medir el ROI de una campa\u00f1a para m\u00e1s de 20% de tu base de usuarios, tendr\u00e1s que cambiar la forma en que analizas tus datos publicitarios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para finales de 2021, esperamos que los editores m\u00e1s avanzados den el salto de la publicidad determinista a otra modalidad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">El modelado de atribuci\u00f3n es una nueva forma de analizar los datos de marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Entonces, \u00bfcu\u00e1l es la diferencia entre los modelos de atribuci\u00f3n y la atribuci\u00f3n determinista?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Atribuci\u00f3n determinista: un usuario captado se atribuye a una fuente publicitaria en funci\u00f3n de la \u00faltima se\u00f1al recibida;<\/li>\n\n\n\n<li>Modelizaci\u00f3n de atribuci\u00f3n: a cada usuario captado se le asignan probabilidades independientes de que proceda de diferentes fuentes de marketing, en funci\u00f3n de diversas se\u00f1ales de entrada.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A primera vista, el \u00abmodelado de atribuci\u00f3n\u00bb puede parecer algo nuevo, pero la asignaci\u00f3n de probabilidades no es nada nuevo en nuestro sector. Tomemos, por ejemplo, la atribuci\u00f3n al \u00faltimo clic. Es una norma generalizada en el sector atribuir todo el m\u00e9rito (probabilidad 100%) de la instalaci\u00f3n al \u00faltimo clic, independientemente de otras se\u00f1ales (impresiones, otros clics) que hayan tenido lugar para generar dicha instalaci\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2021, los editores de aplicaciones m\u00f3viles tendr\u00e1n que averiguar c\u00f3mo utilizar se\u00f1ales menos deterministas, ya que la atribuci\u00f3n determinista basada en el \u00faltimo clic requiere el IDFA. Aunque parezca contradictorio, el papel del profesional del marketing exigir\u00e1 M\u00c1S an\u00e1lisis de datos, no menos. Los editores m\u00f3viles competir\u00e1n por la precisi\u00f3n de sus modelos de predicci\u00f3n a la hora de comprender de d\u00f3nde proceden los usuarios bas\u00e1ndose en se\u00f1ales indeterminadas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">El modelo de atribuci\u00f3n de Tenjin se integrar\u00e1 en los flujos de trabajo actuales para mejorar los productos existentes.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nuestro equipo est\u00e1 trabajando en un primer modelo MVP que permitir\u00e1 a nuestros clientes modelar la atribuci\u00f3n utilizando datos de SKAdNetwork y otras fuentes que cumplan con los requisitos de privacidad de Apple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hay algo que conviene aclarar antes de entrar en materia sobre los modelos de atribuci\u00f3n en Tenjin:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>El modelo de atribuci\u00f3n de Tenjin no es una versi\u00f3n renovada de la t\u00e9cnica de \u00abhuellas digitales\u00bb. Se trata de un producto totalmente nuevo.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Creo que debo destacar expresamente que el t\u00e9rmino \u2018atribuci\u00f3n probabil\u00edstica\u2019 se utiliza actualmente de forma err\u00f3nea en muchos casos, y que muchos proveedores lo emplean para encubrir lo que en realidad no es m\u00e1s que una \u00abatribuci\u00f3n por huellas digitales\u00bb. Para que quede claro, nosotros no hacemos eso con nuestro \u00abmodelo de atribuci\u00f3n\u00bb. Y por eso hemos decidido utilizar el t\u00e9rmino \u00abmodelo de atribuci\u00f3n\u00bb en lugar de \u00abatribuci\u00f3n probabil\u00edstica\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Estamos firmemente convencidos de que, al igual que la atribuci\u00f3n determinista en la era del IDFA, los modelos de atribuci\u00f3n se convertir\u00e1n en un nuevo est\u00e1ndar para los anunciantes en la era de SKAdNetwork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si quieres ser uno de los primeros en adoptar el modelo de atribuci\u00f3n, env\u00edanos un correo electr\u00f3nico a&nbsp;<a href=\"mailto:info@tenjin.com\">info@tenjin.com<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Starting from 2021, advertisers on iOS won\u2019t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. At Tenjin, we are focusing our efforts on building a new type of methodology&#8230;<\/p>","protected":false},"author":5,"featured_media":8511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attribution Modeling IOS | 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\/attribution-modeling-ios\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attribution Modeling IOS | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Starting from 2021, advertisers on iOS won\u2019t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. 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