Los grupos informáticos Microsoft, Yahoo! y AOL anunciaron el martes su intención de trabajar juntos en el desarrollo de especificaciones técnicas comunes para la venta automática de publicidad en Internet.

Más del 50% de los espacios de publicidad en línea se comercializan todavía de forma manual, por lo que automatizar la venta sería "el inicio del proceso para simplificar el ecosistema y transferir más presupuestos (publicitarios) de la televisión hacia Internet", dijo Seth Demsey, responsable de productos publicitarios en AOL, en un comunicado.
Los tres grupos dijeron querer poner las normas en común "en los próximos meses".
A su vez llamaron a otros actores del sector a unirse a su iniciativa. El mercado de la publicidad en línea está dominado por el gigante de Internet, Google, que no forma parte del proyecto.
Actualmente hay gran expectativa en los videos publicitarios en Internet, donde el gasto puede llegar a superar los 10.000 millones de dólares en 2016, una cifra menor para Estados Unidos, estimó el banco de inversión estadounidense Jefferies en un estudio reciente.
AOL ilustró esta tendencia a principios de agosto cuando anunció su intención de comprar en 405 millones de dólares la empresa de tecnología Adap.tv, especializada en la publicidad de video.
AFP

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