{"id":8707,"date":"2023-03-10T14:47:02","date_gmt":"2023-03-10T12:47:02","guid":{"rendered":"https:\/\/abacus-consulting.net\/exclusive-article-by-macarena-estevez\/"},"modified":"2023-03-10T18:19:29","modified_gmt":"2023-03-10T16:19:29","slug":"exclusive-article-by-macarena-estevez","status":"publish","type":"post","link":"https:\/\/abacus-consulting.net\/en\/exclusive-article-by-macarena-estevez\/","title":{"rendered":"Exclusive article by Macarena Est\u00e9vez"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-h8n2rs-5d1e5d7333d59c4079558b223d222f4d main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8707'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-gbznyg-d13d018b8fdddb39eb29af4f6372ca8c av_three_fourth  avia-builder-el-1  el_before_av_one_fourth  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2ib7uh-539f4ae0bb34a85c1829cee9656c86e4\">\n.avia-image-container.av-lf2ib7uh-539f4ae0bb34a85c1829cee9656c86e4 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lf2ib7uh-539f4ae0bb34a85c1829cee9656c86e4 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lf2ib7uh-539f4ae0bb34a85c1829cee9656c86e4 av-styling- avia_animated_image av-animated-when-visible-95 bottom-to-top avia-align-center  avia-builder-el-2  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-8604 avia-img-lazy-loading-not-8604 avia_image ' src=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight.png\" alt='\u00c1lvaro de Gracia (CEO y fundador de APPcelerate), Macarena Est\u00e9vez y Laureano Turienzo (consejeros).' title='20230306 Macarena highlight'  height=\"1934\" width=\"2500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight.png 2500w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-300x232.png 300w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-1030x797.png 1030w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-768x594.png 768w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-1536x1188.png 1536w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-2048x1584.png 2048w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-1500x1160.png 1500w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Macarena-highlight-705x545.png 705w\" sizes=\"(max-width: 2500px) 100vw, 2500px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-dsqk2g-90cae9f37cca4fef8f5e9595ea81aa83 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p class=\"photo-caption\">\u00c1lvaro de Gracia (CEO and founder of APPcelerate and Abacus Consulting), Macarena Est\u00e9vez and Laureano Turienzo (board members).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2i61ar-2a32b25ff42612c15b900a372e7e8554 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"elementor-heading-title elementor-size-default\">\u00a1Bye Bye Cookies!<br \/>\nWelcome Geoaudiences!<\/h1>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2jc42w-2f34d25077bc4ce67c790352f816a8e1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Article written by <a href=\"https:\/\/www.linkedin.com\/in\/macaestevez\/\"><strong><u>Macarena Est\u00e9vez<\/u><\/strong><\/a>, <a href=\"https:\/\/www.linkedin.com\/company\/85629620\/admin\/\"><strong><u>APPcelerate<\/u><\/strong><\/a> advisor.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060\">\n#top .av_textblock_section.av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060 .avia_textblock{\nfont-size:22px;\n}\n<\/style>\n<section  class='av_textblock_section av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Years ago, there was a lot of talk about intrusive advertising, that which appeared in the middle of a movie, or which forced you to watch content you had no interest in. People were upset and the ads were the big enemies. People felt uncomfortable and advertisements were the big enemy.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-ck0otk-d0b9457d7675ffce6d9523bd65fd5abc av_one_fourth  avia-builder-el-7  el_after_av_three_fourth  avia-builder-el-last  flex_column_div  '     ><section  class='av_textblock_section av-lf2i6wwa-467e8fad8b227c228d032a90b0214697 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><\/div><\/section><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-2y3uco-fac607a411695ba4b6924372f06d2e89 main_color avia-section-default avia-no-border-styling  avia-builder-el-9  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8707'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-4vw27c-5c04c7b3d7aae80ba2a5ff0dbe3dbf51 av_two_third  avia-builder-el-10  el_before_av_one_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-lf2jikui-4c62138814de89302b2981edf389a120 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Geographic environment, social relations and publicity<\/h2>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2jh1gf-636b186e1b27279d784e8f102fe68792 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">Companies have been concerned about what intrusive advertising could mean for them. Not only from the point of view of the technological investment made to have the systems ready, but above all, thinking that this would mean the return of intrusive advertising.<\/p>\n<p style=\"font-weight: 400;\">Consumer sentiment, however, does not seem to be fully relieved. The Forrester Analytics Consumer Technographics\u00ae Benchmark 2021 study, makes it clear that consumers are not comfortable with how companies are using their data for advertising.<\/p>\n<p style=\"font-weight: 400;\">However, it appears that there may be an alternative solution. Instead of focusing only on the digital environment of websites and the information that can be gleaned from it, why not look further afield, for example, to the geographical environment? Where people move also provides a lot of information.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-2vs1ew-4c0fe59b57ac6079e31a27c92523427f av_one_third  avia-builder-el-13  el_after_av_two_third  avia-builder-el-last  flex_column_div  '     ><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-lf2ihneg-135f0377b0eb748949a424470d697a2d alternate_color avia-section-default avia-no-border-styling  avia-builder-el-14  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8707'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-3q37tk-4e696712b3589d489f09e4640712d3e6 av_one_third  avia-builder-el-15  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2jfjo7-eb37bc23fbd61286a265d8a456f51336\">\n#top .av_textblock_section.av-lf2jfjo7-eb37bc23fbd61286a265d8a456f51336 .avia_textblock{\nfont-size:24px;\n}\n<\/style>\n<section  class='av_textblock_section av-lf2jfjo7-eb37bc23fbd61286a265d8a456f51336 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Instead of focusing only on the digital environment of websites and the information that can be gleaned from it, why not look further afield, for example, to the geographical environment? Where people move also provides a lot of information.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2jfpvl-04445163fd9524b029b4322229de1f98 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Article written by <u><a href=\"https:\/\/www.linkedin.com\/in\/macaestevez\/\" target=\"_blank\" rel=\"noreferrer noopener\">Macarena Est\u00e9vez<\/a><\/u>, <a href=\"https:\/\/www.linkedin.com\/company\/85629620\/admin\/\"><u>APPcelerate<\/u><\/a> advisor.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-35xozs-b3c580be3c7b58bf7b25bf7b7e34a73d av_two_third  avia-builder-el-18  el_after_av_one_third  avia-builder-el-last  flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2jf6i6-85f53dd6397e7bad94d27dca9e39645c\">\n.avia-image-container.av-lf2jf6i6-85f53dd6397e7bad94d27dca9e39645c img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lf2jf6i6-85f53dd6397e7bad94d27dca9e39645c .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lf2jf6i6-85f53dd6397e7bad94d27dca9e39645c av-styling- avia_animated_image av-animated-when-visible-95 bottom-to-top avia-align-center  avia-builder-el-19  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-8651 avia-img-lazy-loading-not-8651 avia_image ' src=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada.png\" alt='Macarena Est\u00e9vez, consejera de APPcelerate.' title='macarena-foto-destacada'  height=\"761\" width=\"1232\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada.png 1232w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada-300x185.png 300w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada-1030x636.png 1030w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada-768x474.png 768w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/macarena-foto-destacada-705x435.png 705w\" sizes=\"(max-width: 1232px) 100vw, 1232px\" \/><\/div><\/div><\/div><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_4'  class='avia-section av-8uig60-a850baa46abde0466dd3c469cdbe2a66 main_color avia-section-default avia-no-border-styling  avia-builder-el-20  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8707'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-s2cew-7865501a64fd156016d6400f04b36e76 av_two_third  avia-builder-el-21  el_before_av_one_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-5von3c-22171e1d05d0b0b22d119de36fdfcdaa '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>A novel concept: Geoaudience<\/h2>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-46gmyg-601e2388599150ef8f28291d91218f5a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"font-weight: 400;\">A person routinely shares his or her position to, for example, take a cab. He shares it because he wants you to come pick him up right where he is waiting. Sharing the geographic position is something we are used to. In addition, if we take advantage of the relationship between the places where we are and people&#8217;s possible interests, we can get appropriate messages to them at the best times. Why would it bother me to be sent interesting offers just when I am in my usual shopping store? There is no better time!<\/p>\n<p style=\"font-weight: 400;\">Different geo-information sources provide sociodemographic data, points of interest, mobility, traffic, consumption, and many more. By combining all these sources we can find out which people are in which places and when. And this gives rise to the birth of a new concept, Geoaudience, an anonymous audience, contextualized to geographic data and consenting for their own benefit to be impacted based on their geographic location.<\/p>\n<p style=\"font-weight: 400;\">By seeing where people move around we can estimate where they consume, when, what, how, as well as how they interact and in what type of events or places. With this, we can expose you geographically to advertising with appropriate content, so that we are less intrusive.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-2rzxq0-12a3c2d44906e067a7ea25df9446a877 av_one_third  avia-builder-el-24  el_after_av_two_third  avia-builder-el-last  flex_column_div  '     ><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Exclusive article by Macarena Est\u00e9vez on the new concept of geo-audience that has landed in the programmatic advertising ecosystem.<\/p>\n","protected":false},"author":1,"featured_media":8622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[335,61,370,56,373,369,371,374,372],"class_list":["post-8707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","tag-2023-en","tag-advertising","tag-alvaro-de-gracia-en-2","tag-appcelerate-en","tag-audiences","tag-geoaudiences","tag-interview","tag-macarena-estevez-en","tag-newspaper"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - 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