{"id":8541,"date":"2020-07-14T07:57:00","date_gmt":"2020-07-14T07:57:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8541"},"modified":"2023-11-02T07:55:23","modified_gmt":"2023-11-02T07:55:23","slug":"ios-14-attribution-san","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/ios-14-attribution-san\/","title":{"rendered":"Prepar\u00e1ndose para el cambio de atribuci\u00f3n de iOS en septiembre: los efectos que SAN como Facebook y Google tienen en todo el sector"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><br>Desde el anuncio de\u00a0<a href=\"https:\/\/blog.tenjin.com\/new-rules-of-attribution-ios-14\/\">nuevas normas de atribuci\u00f3n en iOS 14<\/a>, vimos que Mobile Measurement Partners se dividi\u00f3 r\u00e1pidamente en dos bandos. El primero quer\u00eda empezar a desarrollar su tecnolog\u00eda desde cero bas\u00e1ndose en el nuevo marco de atribuci\u00f3n que proporcionaba Apple (SKAdNetwork). El segundo quer\u00eda seguir apostando por el uso de t\u00e9cnicas de atribuci\u00f3n no determin\u00edsticas a nivel de usuario.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hemos dedicado las \u00faltimas dos semanas a debatir internamente, investigar y hablar con nuestros clientes y socios, incluida Apple. Como resultado, nos centraremos en desarrollar herramientas basadas en el nuevo marco SKAdNetwork, al tiempo que cubrimos las carencias utilizando tecnolog\u00edas no deterministas ya existentes para la atribuci\u00f3n y la medici\u00f3n. Habr\u00e1 una curva de aprendizaje con SKAdNetwork y queremos asegurarnos de que los desarrolladores sigan contando hoy mismo con una soluci\u00f3n fiable, al tiempo que invertimos en el futuro comprendiendo las nuevas necesidades de los clientes en el marco del nuevo paradigma tecnol\u00f3gico de Apple. Nos gustar\u00eda aprovechar esta entrada del blog para mostrar a los anunciantes qu\u00e9 pueden esperar de la iOS 14, que tendr\u00e1 lugar el pr\u00f3ximo mes de septiembre.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La versi\u00f3n iOS 14 ofrece a los usuarios mayor privacidad y reanuda la medici\u00f3n del rendimiento en dispositivos m\u00f3viles<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La nueva versi\u00f3n iOS exige el consentimiento del usuario para atribuir su instalaci\u00f3n mediante el IDFA. Teniendo en cuenta estos nuevos requisitos, creemos que los m\u00e9todos que utilizan el IDFA para la atribuci\u00f3n en iOS ser\u00e1n ineficaces o dejar\u00e1n de existir. Consideramos que es nuestra responsabilidad prepararnos para esta situaci\u00f3n, aunque nos equivoquemos en cuanto al resultado.<img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-blog\/2020\/07\/iOS14_post-img--1-.jpg?ssl=1\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como alternativa al uso del IDFA para la atribuci\u00f3n de instalaciones, Apple ha presentado un marco de conversi\u00f3n:&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\">SKAdNetwork<\/a>&nbsp;que pueda sustituir la medici\u00f3n de instalaciones mediante el IDFA en iOS.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A partir de septiembre, las redes sociales como Google y Facebook registrar\u00e1n 80% menos instalaciones atribuidas por parte de todos los proveedores de medici\u00f3n.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Las redes publicitarias son la base del sector de la tecnolog\u00eda publicitaria. Para comprender qu\u00e9 implican esos cambios para los anunciantes, analicemos la posici\u00f3n de las redes publicitarias en lo que respecta a la oferta de herramientas de medici\u00f3n. Desde el punto de vista de la atribuci\u00f3n, las redes publicitarias pueden dividirse en dos categor\u00edas: redes con atribuci\u00f3n propia (<a href=\"https:\/\/docs.tenjin.com\/en\/tracking\/#tracking\">SAN<\/a>) y las redes sin atribuci\u00f3n propia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Redes de atribuci\u00f3n propia (SAN): Facebook, Google, Snapchat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En la actualidad, las integraciones con las redes de atribuci\u00f3n propia (SAN) dependen del IDFA para la medici\u00f3n. En general, esperamos que estas SAN se encuentren entre las primeras en adoptar SKAdNetwork, dados sus fuertes v\u00ednculos con Apple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Las redes de publicidad (SAN), independientemente del proveedor de medici\u00f3n que respalde la integraci\u00f3n, atribuir\u00e1n unas 80% de instalaciones menos utilizando la atribuci\u00f3n IDFA existente.&nbsp;<strong>Se trata de un cambio tecnol\u00f3gico que afecta a todo el sector y que se aplica a TODOS los proveedores de servicios de medici\u00f3n.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Una vez que se lance iOS 14 y una SAN se integre con el marco de SKAdNetwork, los anunciantes que utilicen la SAN deber\u00e1n ajustarse a un conjunto de normas del sector totalmente nuevo. A continuaci\u00f3n se enumeran algunas de ellas (publicaremos un resumen m\u00e1s completo en las pr\u00f3ximas semanas):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Las instalaciones y las conversiones (eventos definidos por el desarrollador) no est\u00e1n vinculadas a usuarios concretos y los anunciantes solo pueden acceder a ellas de forma agregada, con dimensiones relativas a la campa\u00f1a, la aplicaci\u00f3n y la aplicaci\u00f3n de origen.<\/li>\n\n\n\n<li>Los programas de colaboraci\u00f3n de medici\u00f3n m\u00f3vil de SAN en iOS no funcionar\u00e1n con ning\u00fan proveedor de medici\u00f3n, ya que dichas integraciones dependen exclusivamente del IDFA.<\/li>\n\n\n\n<li>SKAdNetwork no ofrece datos desglosados por pa\u00eds. No podr\u00e1s analizar dimensiones como \u00abpa\u00eds x canal publicitario\u00bb o \u00abpa\u00eds x campa\u00f1a\u00bb.<\/li>\n\n\n\n<li>SKAdNetwork no ofrece un desglose de los creativos.<\/li>\n\n\n\n<li>Las m\u00e9tricas de conversi\u00f3n agrupadas por cohortes (como el LTV, el ROI y el ROAS) no se facilitan directamente en SKAdNetwork<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Redes que no atribuyen el tr\u00e1fico propio (non-SAN) \u2013 Ironsource, Applovin<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Por otro lado, no habr\u00e1 grandes cambios en cuanto al flujo de trabajo de las redes que no pertenecen a SAN en los pr\u00f3ximos 6-8 meses. La mayor\u00eda de las redes publicitarias de esta categor\u00eda adoptar\u00e1n autom\u00e1ticamente, por defecto, alg\u00fan tipo de atribuci\u00f3n no determinista en iOS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La atribuci\u00f3n no determinista ofrece un nivel de detalle y una informaci\u00f3n similares a los que ofrece actualmente el IDFA: podr\u00e1s ver datos de atribuci\u00f3n precisos a nivel de usuario, aunque con una precisi\u00f3n menor. El ROI, las devoluciones de llamada, las m\u00faltiples dimensiones de datos, etc., seguir\u00e1n estando plenamente operativos y funcionales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Con el tiempo, Apple querr\u00e1 que todas las redes publicitarias operen a trav\u00e9s de SKAdNetwork y tendremos que ver c\u00f3mo responde el mercado a esto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Algunas redes publicitarias contar\u00e1n con la certificaci\u00f3n SKAdNetwork justo cuando se lance la versi\u00f3n iOS 14, pero la mayor\u00eda no la tendr\u00e1. Por lo tanto, debemos estar preparados para servir un<strong>&nbsp;un mundo en el que los antiguos m\u00e9todos de atribuci\u00f3n<\/strong>&nbsp;<strong>y SKAdNetwork coexisten<\/strong>. De esta forma, si hay alg\u00fan cambio en cualquiera de los dos frentes, estaremos preparados.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tenjin apuesta por el futuro con la atribuci\u00f3n de SKAdNetwork<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Una de nuestras prioridades es minimizar los cambios en el flujo de trabajo de los gestores de adquisici\u00f3n de usuarios (UA) derivados de cualquier transici\u00f3n al marco de atribuci\u00f3n SKAdNetwork. Esto podr\u00eda implicar el uso de modelos estad\u00edsticos, econom\u00e9tricos y probabil\u00edsticos aplicados a muchos de los escenarios no deterministas actuales. \u00a0Dado que los datos de SKAdNetwork se enmarcan en la categor\u00eda de agregaci\u00f3n de datos que se combinar\u00e1 con m\u00e9tricas a nivel de usuario, Tenjin se encuentra en una posici\u00f3n inmejorable para abordar estos problemas. Tenjin es una de las primeras empresas en desarrollar tecnolog\u00eda para combinar conjuntos de datos agregados con conjuntos de datos a nivel de usuario, por lo que este tipo de problema le resulta familiar. Los clientes de Tenjin podr\u00e1n recopilar estos datos de forma gratuita, ya que no cobramos por ning\u00fan dato agregado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seguiremos colaborando con los clientes y con Apple para dar soporte a los casos de uso relacionados con SKAdNetwork, ya que creemos que formar\u00e1 parte de la soluci\u00f3n a largo plazo. Estamos estudiando activamente la integraci\u00f3n de las conversiones de SKAdNetwork a trav\u00e9s de diversas API con Apple y las redes publicitarias.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como soluci\u00f3n a medio plazo, seguimos admitiendo los m\u00e9todos de medici\u00f3n no determin\u00edsticos existentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si tienes alguna duda sobre c\u00f3mo te afectar\u00e1n estos cambios, env\u00edanos un correo electr\u00f3nico a support@tenjin.com<\/p>","protected":false},"excerpt":{"rendered":"<p>Since the announcement of\u00a0new attribution rules on iOS 14, we saw that Mobile Measurement Partners quickly divided into two camps. The first wanted to start building their technology from scratch based on the new attribution framework that Apple provided (SKAdNetwork). The second wanted to continue building on the usage of non-deterministic user-level attribution techniques. We&#8230;<\/p>","protected":false},"author":5,"featured_media":8533,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8541","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>Prepping for IOS 14 SAN | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how SAN attribution works under iOS 14 and discover strategies for measuring self-attributing networks effectively.\" \/>\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-attribution-san\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" 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