{"id":22554,"date":"2017-09-05T08:06:39","date_gmt":"2017-09-05T07:06:39","guid":{"rendered":"http:\/\/www.creaerte.com\/live\/?p=22554"},"modified":"2017-09-05T08:09:14","modified_gmt":"2017-09-05T07:09:14","slug":"dark-social-lado-oscuro-la-red","status":"publish","type":"post","link":"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/","title":{"rendered":"Dark social, el lado oscuro en la red"},"content":{"rendered":"<p>No, no se trata de un nuevo personaje de la saga Star Wars, sino de un <strong>t\u00e9rmino<\/strong> que lleva un tiempo en boca de todos los medios de comunicaci\u00f3n, principales afectados por el obst\u00e1culo que esto supone.<\/p>\n<p>La base del <strong>problema<\/strong> que define este nombre no es otro que la <strong>ocultaci\u00f3n de datos relativos a la audiencia<\/strong> que consume contenido a trav\u00e9s de ciertas plataformas sociales y que interact\u00faan a su vez con la informaci\u00f3n obtenida de los medios de comunicaci\u00f3n.<\/p>\n<p>As\u00ed ocurre con las <strong>apps de mensajer\u00eda y de Facebook<\/strong> entre otras, que n<strong>o permiten rastrear el recorrido<\/strong> de esos visitantes. En realidad, la dificultad de no saber qui\u00e9n es el consumidor directo, no es exclusivo de los medios de comunicaci\u00f3n, sino ya de todas las empresas que necesitan obtener datos de sus consumidores para actuar en consecuencia.<\/p>\n<p>Seg\u00fan los \u00faltimos estudios, <strong>el \u201cdark social\u201d<\/strong> tiene ya una magnitud que <strong>oculta el origen del consumo casi en un 90%<\/strong> a las fuentes que lo originan. Es decir, pr\u00e1cticamente el retorno de datos\u00a0sobre la audiencia es nulo.<\/p>\n<p>Ahora, cuando la informaci\u00f3n sobre los usuarios es el gran valor, este problema que crece exponencialmente no parece su mejor aliado. Seguiremos atentos a su oscura evoluci\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>No, no se trata de un nuevo personaje de la saga Star Wars, sino de un t\u00e9rmino que lleva un tiempo en boca de todos los medios de comunicaci\u00f3n, principales afectados por el obst\u00e1culo que esto supone. La base del problema que define este nombre no es otro que la ocultaci\u00f3n de datos relativos a la audiencia que consume contenido&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[362,88,1129,1282,10,294],"tags":[],"class_list":["post-22554","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branded-content","category-comunicacion","category-marketing-de-contenidos-2","category-marketing-digital","category-noticias","category-web","has_thumb"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dark social, el lado oscuro en la red - creaerte.com<\/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:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dark social, el lado oscuro en la red - creaerte.com\" \/>\n<meta property=\"og:description\" content=\"No, no se trata de un nuevo personaje de la saga Star Wars, sino de un t\u00e9rmino que lleva un tiempo en boca de todos los medios de comunicaci\u00f3n, principales afectados por el obst\u00e1culo que esto supone. La base del problema que define este nombre no es otro que la ocultaci\u00f3n de datos relativos a la audiencia que consume contenido...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\" \/>\n<meta property=\"og:site_name\" content=\"creaerte.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/creaerte\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-05T07:06:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-09-05T07:09:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2017\/09\/050917-Creaerte-Post-Dark-social-silhouettes-68483_1920.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1357\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:site\" content=\"@Creaerte\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/www.creaerte.com\/live\/#\/schema\/person\/acc9e93c6216bce2d569b1f0a99607f6\"},\"headline\":\"Dark social, el lado oscuro en la red\",\"datePublished\":\"2017-09-05T07:06:39+00:00\",\"dateModified\":\"2017-09-05T07:09:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\"},\"wordCount\":227,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.creaerte.com\/live\/wp-content\/uploads\/2017\/09\/050917-Creaerte-Post-Dark-social-silhouettes-68483_1920.jpg\",\"articleSection\":[\"branded content\",\"comunicaci\u00f3n\",\"Marketing de Contenidos\",\"Marketing Digital\",\"Noticias\",\"web\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\",\"url\":\"https:\/\/www.creaerte.com\/live\/dark-social-lado-oscuro-la-red\/\",\"name\":\"Dark social, el lado oscuro en la red - 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