{"id":4468,"date":"2024-05-08T16:02:03","date_gmt":"2024-05-08T14:02:03","guid":{"rendered":"https:\/\/www.inesem.es\/revistadigital\/informatica-y-tics\/?p=4468"},"modified":"2024-05-09T13:02:50","modified_gmt":"2024-05-09T11:02:50","slug":"google-consent-mode-gestion-de-datos","status":"publish","type":"post","link":"https:\/\/www.inesem.es\/revistadigital\/informatica-y-tics\/google-consent-mode-gestion-de-datos","title":{"rendered":"Google Consent Mode: Gesti\u00f3n de datos"},"content":{"rendered":"\n<p>En los \u00faltimos a\u00f1os, hemos sido testigos de una evoluci\u00f3n continua en el mundo digital en lo que respecta a la privacidad y protecci\u00f3n de datos. Entre los avances institucionales para proteger los derechos de los usuarios a conocer y decidir sobre la informaci\u00f3n recopilada sobre ellos, los esfuerzos de grandes actores como Google o Facebook para adaptarse a ellos, y, en medio de todo esto, las verdaderas implicaciones que esta continua lucha tiene para las marcas y proveedores de servicios, a menudo nos encontramos no solo con nuevos requisitos que cumplir sino tambi\u00e9n con dudas sobre qu\u00e9 son exactamente estos requisitos y la forma correcta de cumplir con ellos.<br \/>En este contexto de evoluci\u00f3n e incertidumbre, Google ha estado avanzando continuamente. No mucho despu\u00e9s de unirse al Marco de Transparencia y Consentimiento de la IAB y adoptar la compatibilidad con su versi\u00f3n 2 (TCF 2.0), el gigante tecnol\u00f3gico sorprendi\u00f3 al mundo con otro anuncio: su propuesta para la recopilaci\u00f3n de datos compatible con el <a href=\"https:\/\/www.boe.es\/doue\/2016\/119\/L00001-00088.pdf\" target=\"_blank\" rel=\"nofollow noopener\">RGPD<\/a>, que han llamado Google Consent Mode.<\/p>\n<p>Aunque oficialmente a\u00fan est\u00e1 en beta, ha estado en funcionamiento desde hace alg\u00fan tiempo y est\u00e1 completamente integrado con sus principales plataformas de an\u00e1lisis y marketing: Google Analytics (en sus dos versiones, Universal Analytics y Google Analytics 4), Google Ads y Floodlight.<\/p>\n<p>Pero, \u00bfc\u00f3mo afecta este lanzamiento? \u00bfDeber\u00edamos integrar el Google Consent Mode en nuestros ecosistemas de an\u00e1lisis y publicidad? \u00bfCu\u00e1les son las implicaciones para nuestras marcas?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.inesem.es\/revistadigital\/informatica-y-tics\/google-consent-mode-gestion-de-datos\/#%C2%BFQue_es_el_Consent_Mode_de_Google\" title=\"\u00bfQu\u00e9 es el Consent Mode de Google?\">\u00bfQu\u00e9 es el Consent Mode de Google?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.inesem.es\/revistadigital\/informatica-y-tics\/google-consent-mode-gestion-de-datos\/#Implicaciones\" title=\"Implicaciones\">Implicaciones<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.inesem.es\/revistadigital\/informatica-y-tics\/google-consent-mode-gestion-de-datos\/#Conclusion\" title=\"Conclusi\u00f3n\">Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_Consent_Mode_de_Google\"><\/span>\u00bfQu\u00e9 es el Consent Mode de Google?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En primer lugar, es importante aclarar que el Google Consent Modeno es una soluci\u00f3n completa (ni pretende serlo). No es una Plataforma de Gesti\u00f3n de Consentimiento <a href=\"https:\/\/blog.didomi.io\/es\/que-es-una-consent-management-platform-cmp#:~:text=En%20t%C3%A9rminos%20simples%2C%20una%20CMP,las%20leyes%20globales%20de%20privacidad.\" rel=\"nofollow noreferrer\">(CMP)<\/a>. La funcionalidad necesaria para gestionar el consentimiento del usuario \u2014advertencias de cookies, registro de preferencias, bloqueos y restricciones&#8230; \u2014 deber\u00eda seguir siendo proporcionada por separado en cualquier caso.<\/p>\n<p>Sin embargo, proporciona un est\u00e1ndar com\u00fan para definir y almacenar el estado del consentimiento del usuario, con la idea de mediar entre las plataformas de an\u00e1lisis y publicidad de Google, como Analytics o Ads \u2014as\u00ed como otras plataformas de terceros que decidan adoptarlo\u2014 y el correspondiente gestor o CMP.<\/p>\n<p>M\u00e1s espec\u00edficamente, define varias categor\u00edas o tipos de consentimiento, an\u00e1logas a las categor\u00edas de cookies habituales con las que trabajan la mayor\u00eda de los CMP, y ofrece un punto de acceso com\u00fan a trav\u00e9s del cual definir o consultar, para cada caso, el estado del consentimiento del usuario (permitido o rechazado):<\/p>\n<p>Por un lado, la soluci\u00f3n de gesti\u00f3n de cookies o CMP proporcionar\u00e1 la infraestructura t\u00e9cnica necesaria para informar, consultar y recordar las preferencias del usuario.<br \/>Por otro lado, las etiquetas (los p\u00edxeles o fragmentos de c\u00f3digo que cada plataforma respectiva necesita insertar en el sitio web), bloquear\u00e1n o limitar\u00e1n su funcionalidad en funci\u00f3n de las preferencias seleccionadas.<br \/>Una vez que todo esto est\u00e9 en su lugar, se lograr\u00e1 finalmente el objetivo deseado: <a href=\"https:\/\/support.google.com\/analytics\/answer\/12159447?hl=es#:~:text=Google%20Analytics%20es%20una%20plataforma,proporcionan%20estad%C3%ADsticas%20sobre%20su%20empresa.\" rel=\"nofollow noreferrer\">Google Analytics<\/a>, Ads y cualquier otra plataforma compatible lanzar\u00e1n sus solicitudes incluso si el usuario rechaza su categor\u00eda asociada de cookies, aunque de manera m\u00e1s limitada pero \u2014al menos en teor\u00eda y seg\u00fan sus criterios\u2014 compatible con el cumplimiento del RGPD.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Implicaciones\"><\/span><strong>Implicaciones<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Las ventajas que este modelo tiene para Google son evidentes: aumenta tanto el volumen total de datos recibidos (en comparaci\u00f3n con los modelos que bloquean la medici\u00f3n por completo) como su calidad \u2014al menos desde su punto de vista\u2014, ya que toman el control sobre c\u00f3mo se limita la informaci\u00f3n (en lugar de dejar esta decisi\u00f3n al CMP u otros actores externos).<\/p>\n<p>Pero, \u00bfqu\u00e9 pasa con nosotros? \u00bfNos interesa adoptar el Google Consent Mode?<\/p>\n<p>Me temo que la respuesta es&#8230; depende. Tanto en t\u00e9rminos de cumplimiento como en la calidad de los datos obtenidos, el Consent Mode tiene ventajas y desventajas.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En primer lugar, a\u00fan no est\u00e1 del todo claro si la soluci\u00f3n de Google garantizar\u00e1 el cumplimiento del RGPD, al menos no en su interpretaci\u00f3n m\u00e1s estricta. En teor\u00eda, deber\u00eda considerarse suficiente, y ciertamente establece el est\u00e1ndar para el resto de nosotros: no queremos estar por debajo de soluciones suficientemente extendidas como esta.<\/p>\n<p>Pero si nuestra prioridad es jugar a lo seguro y evitar problemas por completo, la \u00fanica soluci\u00f3n segura es una implementaci\u00f3n estricta, que no proporcione ning\u00fan dato a terceros hasta que los usuarios hayan confirmado su consentimiento.<\/p>\n<p>Si quieres conocer m\u00e1s sobre Google Consent, te podr\u00eda interesar nuestro <a href=\"https:\/\/www.inesem.es\/Executive-Master-Business-Analytics\" target=\"_blank\" rel=\"nofollow noopener\">Master en Business Analytics<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En los \u00faltimos a\u00f1os, hemos sido testigos de una evoluci\u00f3n continua en el mundo digital en lo que respecta a la privacidad.<\/p>\n","protected":false},"author":91961,"featured_media":4469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"class_list":["post-4468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-desarrollo-de-aplicaciones"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google Consent Mode: Gesti\u00f3n de datos<\/title>\n<meta name=\"description\" content=\"En los \u00faltimos a\u00f1os, hemos sido testigos de una evoluci\u00f3n continua en el mundo digital en lo que respecta a la privacidad.\" \/>\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.inesem.es\/revistadigital\/informatica-y-tics\/google-consent-mode-gestion-de-datos\" \/>\n<meta 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