{"id":560307,"date":"2026-02-25T18:30:31","date_gmt":"2026-02-25T18:30:31","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?post_type=research-and-insight&#038;p=560307"},"modified":"2026-02-25T18:32:25","modified_gmt":"2026-02-25T18:32:25","slug":"el-futuro-de-los-medios-comerciales","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/el-futuro-de-los-medios-comerciales\/","title":{"rendered":"El futuro de los medios comerciales"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/future-of-commerce-media-hero-Banner.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:51% 48%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">Connected products<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">El futuro de los medios comerciales<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/The-Future-of-Commerce-Media-2026.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><span>Descargar el PoV<\/span><span class=\"type\">2 MB pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1182445\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1182445\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-componible-contextual-colaborativo-y-agente\" style=\"padding-top:0;padding-bottom:0\">Componible, contextual, colaborativo y agente<\/h2>\n\n\n\n<figure class=\"wp-block-image alignright size-full is-resized has-custom-border is-style-default\" style=\"margin-top:0;margin-right:0;margin-bottom:0\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/LiveRamp-Logo.png\" alt=\"\" class=\"wp-image-1185905\" style=\"border-style:none;border-width:0px;border-radius:0px;width:170px\"\/><\/figure>\n\n\n\n<p>Hay anuncios por todas partes. No es una sensaci\u00f3n, es un hecho.<\/p>\n\n\n\n<p>Desde pantallas hasta estanter\u00edas y calles, la publicidad prolifera en todas las superficies, marcando el comienzo de la nueva era de los medios comerciales. Mientras las organizaciones buscan generar ingresos, la verdadera pregunta es: \u00bfC\u00f3mo podemos crear una red de medios comerciales sin tener que pasar por el proceso de desarrollo?<\/p>\n\n\n\n<p>En nuestro \u00faltimo POV, <strong>El futuro de los medios<\/strong> comerciales, publicado en asociaci\u00f3n con LiveRamp, nuestros expertos exploran c\u00f3mo la progresi\u00f3n hacia ecosistemas componibles y sin cabeza, as\u00ed como el avance de las capacidades de inteligencia artificial generativa y agente, est\u00e1n agilizando el desarrollo, la implementaci\u00f3n y la operaci\u00f3n de las redes de medios comerciales modernas, ayudando a las organizaciones a aprovechar esta lucrativa oportunidad de ingresos.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2026\/01\/The-Future-of-Commerce-Media-2026.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Descargar el PoV<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-contenido-aprovechar-la-oportunidad-de-los-medios-comerciales\">Contenido: Aprovechar la oportunidad de los medios comerciales<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Un an\u00e1lisis profundo de c\u00f3mo se construyen las redes modernas de medios comerciales y c\u00f3mo el inventario, la inteligencia de audiencia y la medici\u00f3n son la clave para una monetizaci\u00f3n escalable y de alto margen.<\/li>\n\n\n\n<li>Un resumen de c\u00f3mo la evoluci\u00f3n de las regulaciones de privacidad y las expectativas cambiantes de los consumidores est\u00e1n transformando la econom\u00eda y el funcionamiento de las experiencias con publicidad.<\/li>\n\n\n\n<li>Mejores pr\u00e1cticas para el uso de ecosistemas de tecnolog\u00eda publicitaria componibles, as\u00ed como IA generativa y agente, para lanzar o modernizar redes de medios sin grandes inversiones tecnol\u00f3gicas.<\/li>\n\n\n\n<li>Ejemplos reales de c\u00f3mo empresas de diferentes sectores est\u00e1n aprovechando con \u00e9xito la oportunidad de los medios comerciales.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-even layout-even-all-purple-cards \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\">Investigaci\u00f3n y perspectivas<\/h2><\/div><div class=\"layout-two-card cards-normal\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/las-redes-de-medios-minoristas-como-motores-de-crecimiento-de-los-ingresos\/\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg?w=700&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2026\/02\/RMN_PoV_Growth_Engines-web-banner.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/las-redes-de-medios-minoristas-como-motores-de-crecimiento-de-los-ingresos\/\" aria-label=\"Las redes de medios minoristas como motores de crecimiento de los ingresos\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Las redes de medios minoristas como motores de crecimiento de los ingresos<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"\" alt=\"\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/mx-es\/insights\/biblioteca-de-investigacion\/lo-que-importa-a-la-consumidora-de-hoy-2026\/\" aria-label=\"Lo que importa al consumidor de hoy 2026\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Report<\/div>\n                                <h3 class=\"card-title\">Lo que importa al consumidor de hoy 2026<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>Explore estrategias para lanzar o modernizar redes de medios comerciales utilizando Gen AI y ecosistemas componibles. Descubra c\u00f3mo la privacidad y las tendencias de consumo est\u00e1n transformando las experiencias con publicidad.<\/p>\n","protected":false},"author":257,"featured_media":560308,"template":"","meta":{"cg_dt_proposed_to":[25],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":521,"primary_term":"Connected products","featured_focal_points":""},"tags":[],"research-and-insight-type":[78],"theme":[521],"brand":[],"service":[],"industry":[112,122],"partners":[],"content-group":[],"class_list":["post-560307","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","research-and-insight-type-point-of-view","theme-connected-products","industry-consumer-products","industry-retail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El Futuro de los Medios Comerciales | Capgemini<\/title>\n<meta name=\"description\" content=\"C\u00f3mo los medios comerciales evolucionan con datos, IA y nuevas plataformas para impulsar crecimiento y personalizaci\u00f3n.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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