El 2025 será un año clave en la publicidad digital, marcado por la intensificación de la lucha entre las grandes compañías tecnológicas y los reguladores, tanto a nivel global como en América Latina (LATAM). Empresas como Google, Meta, Amazon, TikTok y Apple han consolidado su dominio en la región, lo que ha generado mayores desafíos para los publishers, quienes deben luchar por mantener su relevancia mientras los anunciantes se ajustan a las normativas impuestas por estos gigantes tecnológicos. En LATAM, este panorama es aún más pronunciado debido al creciente protagonismo de estas plataformas en el mercado digital.
Con el control de las grandes tecnológicas sobre gran parte del espacio digital, los publishers enfrentan retos significativos. Un ejemplo de esto es que Google está probando la eliminación de contenido de publishers en los resultados de búsqueda en Europa, lo cual podría extenderse a la región en el futuro, afectando aún más a los medios locales. Además, la desaparición de las cookies de terceros sigue siendo un tema crucial. Se espera que más del 80% del tráfico web sea “sin cookies” en los próximos años, lo que obliga a los publishers a enfocarse cada vez más en los datos de primera parte para mantener sus audiencias.
Los anunciantes: la IA como ventaja competitiva
Para los anunciantes, el 2025 será un año decisivo en el que la inteligencia artificial (IA) jugará un papel fundamental. Las herramientas de IA, como las de generación de creativos personalizados a gran escala, están permitiendo a las marcas generar mensajes publicitarios más efectivos y dirigidos a audiencias específicas. Esto es particularmente relevante en LATAM, donde muchos anunciantes tienen presupuestos limitados y el acceso a agencias creativas de gran escala puede ser restringido. La IA permite que marcas con recursos más pequeños puedan llevar a cabo campañas de alta calidad sin depender de grandes agencias.
Con el crecimiento de canales como las Redes de Medios de Retail (RMN), la Publicidad Digital fuera del Hogar (DOOH) y la TV Conectada (CTV) en los últimos años, los anunciantes se enfrentan a la presión de tener que conectar con su audiencia objetivo a través de múltiples puntos de contacto de manera coherente y estructurada, mientras gestionan presupuestos limitados. Con la IA ahora se puede ir más allá de agilizar la creatividad ya que las herramientas que brinda tienen el poder de ofrecer perspectivas únicas basadas en datos y predecir el rendimiento, utilizando información que antes estaba fuera de alcance. Al aprovechar el aprendizaje automático para encontrar las mejores ubicaciones de medios y aumentar la eficiencia y efectividad del gasto, los anunciantes pueden mantener una ventaja competitiva el próximo año.
La encrucijada de los Publishers: datos propios y nuevas estrategias
Para los publishers, la clave del éxito en 2025 será cómo gestionen y moneticen sus propios datos. Deberán centrarse en construir audiencias más específicas, aprovechando la recolección y análisis de datos de primera fuente, y ofreciendo paquetes de audiencias curadas que resulten atractivas para los anunciantes. Esta estrategia les permitirá generar ingresos adicionales mediante colaboraciones directas con marcas y agencias, evitando depender completamente de las grandes plataformas.
La relación con los anunciantes será más directa que nunca, lo que permitirá a los publishers optimizar sus ingresos a través de acuerdos más transparentes y beneficiosos. Sin embargo, también deberán ser cautelosos con las herramientas de IA, que aunque les permiten automatizar procesos creativos, es crucial mantener un toque humano para evitar la saturación de contenidos generados por máquinas, y que los consumidores pronto identificarán como tales.
El nuevo paradigma: priorizar lo esencial
En resumen, 2025 se perfila como un año de grandes transformaciones para la publicidad digital. Con la IA como aliada, tanto anunciantes como publishers deberán adaptarse a un entorno más competitivo y regulado, donde el uso inteligente de los datos y la tecnología serán claves para mantener la relevancia y la eficiencia en la generación de ingresos. Las marcas que logren equilibrar innovación y personalización tendrán mayores posibilidades de sobresalir.
Por Linda Ruiz, Directora Regional de MGID Latam
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