Este documento presenta una guía básica para el trabajo de un Traffic Manager. Explica las principales funciones de un Traffic Manager, que incluyen entender los medios, implementar el plan de medios, controlar el tráfico al sitio web, generar informes, y analizar los resultados de las campañas. También presenta un caso práctico para que el lector aplique los conocimientos. El objetivo general es introducir al lector en el rol del Traffic Manager y las tareas y responsabilidades clave asociadas con el puesto.
El documento proporciona información sobre herramientas de marketing de Google como Adwords y Adsense, así como definiciones de términos clave relacionados con marketing en línea e Internet como SEO, SEM, blogs, podcasts, redes sociales y métricas como CPC, CPM e impresiones. También incluye consejos sobre cómo definir un objetivo para un sitio web y los 5 pasos básicos para iniciar un negocio en línea.
Presentación breve de AdLemons - Día de la persona emprendedora CVMike Ivars
Este documento presenta un resumen ejecutivo de Adlemons, una plataforma de publicidad en línea. Comenzó como un proyecto ganador del premio Bancaja al mejor proyecto empresarial y en su segundo mes sirvió 1 millón de banners, gestionó 50 mil euros en inventario y tuvo 500 usuarios registrados. Además, ofrece un adserver integral y contratación en la plataforma, con planes de expandirse mediante estándares abiertos, análisis cualitativo y versatilidad.
Este documento presenta una lista de precios para servicios de marketing digital y redes sociales para una universidad. Los servicios incluyen el diseño de una página de aterrizaje, anuncios en Facebook, Google y Microsoft AdCenter, consultoría, servicios de call center, y la creación de cuentas en redes sociales como Facebook, Twitter y YouTube. También se ofrece el rediseño completo de un sitio web, servicios fotográficos y de video, así como términos y condiciones del proyecto.
Publicidad Online: Cómo es el negocio y Ad+tech Ecosystem.Story.ad
Credenciales
No me hablen en difícil.
Audiencias prosumer e inventarios remanentes.
Relación entre inversión publicitaria y consumo de medios.
Cómo compran los mayores anunciantes digitales.
Nuevas plataformas de publicidad autoservicio y no tanto.
15 años de evolución de la compra de medios.
Players del ecosistema y división del revenue.
Compra por audiencias, glosario, RT y BT cómo funcionan.
Conclusiones.
�
Introducción Programmatic Buying - Comité de Investigación IAB MéxicoIAB México
Este documento introduce el concepto de programmatic buying, que es la compra automatizada de anuncios a través de subastas en tiempo real. Explica que programmatic buying permite crear experiencias relevantes para los consumidores a través del uso intensivo de datos, tecnología y algoritmos. También describe brevemente la evolución de la publicidad en display y cómo funciona el proceso de programmatic buying.
El documento habla sobre planeación de campañas de SEM. Explica que es necesario definir las herramientas de apoyo, objetivos, presupuesto, segmentación, palabras clave, anuncios y métricas. También cubre temas como tipos de concordancia de palabras clave, grupos de anuncios, remarketing y reportes de desempeño. El objetivo general es proveer una guía para el diseño e implementación efectiva de campañas en plataformas de publicidad en buscadores como Google Ads.
Este documento presenta una guía básica para el trabajo de un Traffic Manager. Explica las principales funciones de un Traffic Manager, que incluyen entender los medios, implementar el plan de medios, controlar el tráfico al sitio web, generar informes, y analizar los resultados de las campañas. También presenta un caso práctico para que el lector aplique los conocimientos. El objetivo general es introducir al lector en el rol del Traffic Manager y las tareas y responsabilidades clave asociadas con el puesto.
El documento proporciona información sobre herramientas de marketing de Google como Adwords y Adsense, así como definiciones de términos clave relacionados con marketing en línea e Internet como SEO, SEM, blogs, podcasts, redes sociales y métricas como CPC, CPM e impresiones. También incluye consejos sobre cómo definir un objetivo para un sitio web y los 5 pasos básicos para iniciar un negocio en línea.
Presentación breve de AdLemons - Día de la persona emprendedora CVMike Ivars
Este documento presenta un resumen ejecutivo de Adlemons, una plataforma de publicidad en línea. Comenzó como un proyecto ganador del premio Bancaja al mejor proyecto empresarial y en su segundo mes sirvió 1 millón de banners, gestionó 50 mil euros en inventario y tuvo 500 usuarios registrados. Además, ofrece un adserver integral y contratación en la plataforma, con planes de expandirse mediante estándares abiertos, análisis cualitativo y versatilidad.
Este documento presenta una lista de precios para servicios de marketing digital y redes sociales para una universidad. Los servicios incluyen el diseño de una página de aterrizaje, anuncios en Facebook, Google y Microsoft AdCenter, consultoría, servicios de call center, y la creación de cuentas en redes sociales como Facebook, Twitter y YouTube. También se ofrece el rediseño completo de un sitio web, servicios fotográficos y de video, así como términos y condiciones del proyecto.
Publicidad Online: Cómo es el negocio y Ad+tech Ecosystem.Story.ad
Credenciales
No me hablen en difícil.
Audiencias prosumer e inventarios remanentes.
Relación entre inversión publicitaria y consumo de medios.
Cómo compran los mayores anunciantes digitales.
Nuevas plataformas de publicidad autoservicio y no tanto.
15 años de evolución de la compra de medios.
Players del ecosistema y división del revenue.
Compra por audiencias, glosario, RT y BT cómo funcionan.
Conclusiones.
�
Introducción Programmatic Buying - Comité de Investigación IAB MéxicoIAB México
Este documento introduce el concepto de programmatic buying, que es la compra automatizada de anuncios a través de subastas en tiempo real. Explica que programmatic buying permite crear experiencias relevantes para los consumidores a través del uso intensivo de datos, tecnología y algoritmos. También describe brevemente la evolución de la publicidad en display y cómo funciona el proceso de programmatic buying.
El documento habla sobre planeación de campañas de SEM. Explica que es necesario definir las herramientas de apoyo, objetivos, presupuesto, segmentación, palabras clave, anuncios y métricas. También cubre temas como tipos de concordancia de palabras clave, grupos de anuncios, remarketing y reportes de desempeño. El objetivo general es proveer una guía para el diseño e implementación efectiva de campañas en plataformas de publicidad en buscadores como Google Ads.
Medición de Campañas Publicitarias Digitales - 3er Workshop ADAPGian André Berrospi
Charla en la Universidad de Piura (UDEP) para el 3er Workshop de la Asociación de Digital Analytics del Perú (ADAP).
Miércoles 24 de octubre 2012.
El objetivo de la charla fue enseñar los distintos frameworks estratégicos y métricas para medir las campañas publicitarias online según el objetivo publicitario digital.
Viewability: Medición en internet más allá del clicCarlo Rodriguez
Este documento discute la necesidad de ir más allá de las métricas tradicionales como clics en la medición de campañas publicitarias digitales. Propone una "Misión de Hacer Mediciones con Sentido" que valide la visibilidad real de los anuncios y proporcione métricas comparables a otros medios basadas en la audiencia objetivo y el engagement. Esto beneficiaría a anunciantes, medios y agencias al proporcionar mayor transparencia y responsabilidad en la medición del valor de la publicidad digital.
Second Opinion Expert provides online medical second opinions to help patients receive the right diagnosis and treatment. It connects patients with independent, expert physicians who review the patient's medical records and provide a second opinion report within days. The service aims to reduce unnecessary medical procedures by helping patients get additional perspectives on their care. It also offers a customizable platform that healthcare organizations can use to provide telehealth services.
The Ultimate Investor Pitch Deck TemplateCrowdfunder
Great startups don’t fund themselves. Raising money from investors requires a great pitch, even for experienced founders with significant traction in their startup.
There’s a formula for pitching your startup that has helped startup founders raise millions.
In short, this formula involves crafting a larger story / narrative, while speaking directly to what investors are looking for and need to know about you, your company, your market, and your plan.
10 Things To Do Before Emailing Your Sales Deck To A Potential ClientDeck Rooster
It's quite disheartening to see how so many sales people and entrepreneurs continue to send across their sales pitch deck over email when a potential clients says "Please email me that presentation" - without realising how doing so could affect the progress of the deal.
A presentation to be emailed has to be a version, but a very different presentation from the sales pitch deck.
Check out this presentation to understand why doing so is important and also how to do so in 10 easy steps.
AppNexus is a cloud computing infrastructure company founded by Brian O'Kelley and Michiel Nolet. It aims to solve scaling, globalization, and integration challenges faced by Right Media through a global cloud architecture with multiple "Nexuses" providing services. Its revenue sources include renting servers, storage, bandwidth and profit-sharing with service providers. It plans to grow through recruiting applications and software providers in a self-reinforcing network effect. The company aims to launch its first location in January 2008 and expand globally over three phases to become the high-end leader in the cloud computing market.
Drew Houston, founder and CEO of Dropbox, discusses the challenges of scaling the company from 20 employees and 5 million users to over 55 employees and 25 million users. Some key points are: hiring fewer but better engineers to reduce coordination needs; keeping engineering teams small and loosely coupled; focusing on building the right things instead of moving fast; and using metrics and processes like OKRs to increase predictability as the company grows.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
How to Pitch B2B? Do you have an awesome product? Doing the same old sales presentation? Improve your pitch by following these 9 steps and win more business.
This is theoriginal AirBnB pitch deck. Airbnb founders use this pitch deck to raise $600K from VCs and angel investors in 2008.
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
The document summarizes the history and growth of SEOmoz, an SEO software company founded in 2001 by Rand Fishkin and his mother Gillian. It details how SEOmoz grew from a small consultancy into a profitable software company with over 10,000 subscribers. The document outlines SEOmoz's plans to raise $20-25 million in funding to expand its product suite, team, and marketing in order to serve a wider audience and become the leading software for organic marketers. The goal is for SEOmoz to become Seattle's next billion dollar company.
The slide deck we used to raise half a million dollarsBuffer
This is the pitchdeck we used to raise half a million dollars from Angel investors. More here:
http://onstartups.com/tabid/3339/bid/98034/The-Pitch-Deck-We-Used-To-Raise-500-000-For-Our-Startup.aspx
Instant Insights displays complex programmatic data in real-time. Measure campaign performance, do day-to-day monitoring, 1st level of troubleshoot deals and identify opportunities with fresh, up to the minute data. Its powerful insights will help you stay up to date on and ensure the optimization of your monetization campaigns.
The document discusses trends in marketing efforts during the Covid-19 pandemic based on third party studies and the insights of Smart, a programmatic advertising company. It identifies 5 key trends: 1) Maintaining an overall digital presence, 2) Avoiding reliance on short-term performance metrics and focusing on branding, 3) Adapting strategies and messaging to address new consumer needs, 4) Finding safe places to deliver ads such as trusted news sites, and 5) Getting ready to engage new audiences that have shifted online such as older demographics. Programmatic advertising allows flexibility to test tactics to optimize campaigns and achieve branding goals during this period of disruption.
Smart - Covid 19 insights panel - April 29thSmart AdServer
Smart Virtual Panel about 'Insights, Benchmarks, and Perspective from the Buy-side during COVID-19’ with David Pironon, Romain Bruguière, Carlotta Meneghini, Joel Livesey and Laurent Baillot.
What's rewarded video and how can publishers use it to monetize websites? "Get Smart About Rewarded Video" explains it all in less than 2 minutes!
With rewarded video, users watch a video to get access to premium content like exclusive articles. Meanwhile, publishers watch CTRs and CPMs skyrocket. Rewarded video app revenue is 4 - 5x higher than that of display ads. Watch this explanatory video for more info on rewarded video and how it benefits publishers!
Watch the video version of this SlideShare: https://youtu.be/J43I80f06cA
Watch our demo: http://gallery.smartadserver.com/rtb-smart-mobile-video-interstitial-outstream-ad-format
More on Smart AdServer's video solutions: http://smartadserver.com/publisher-platform/video/
Inspired by graphic designer Vahram Muratyan’s blog-turned-book, Smart AdServer created a “New York versus Paris” infographic based on our observations of the ad tech industry. Ad tech is a global phenomenon, but the manner in which it manifests, how it grows and changes as well as the relationship it has with politics, economics and culture often depends much on location.
Check out our infographic and you’ll definitely learn some surprising info!
Case Study: Smart AdServer Forecasting ToolSmart AdServer
The Smart AdServer forecasting tool was instrumental in the attainment of sales objectives for one of Europe's leading media companies. The easy-to-use interface provided crucial information at the click of a button, the precise algorithm ensured an accurate estimate of available inventory, and audiences and managers adjusted ad strategies using the overview of booked campaigns. Between 2,000 and 5,000 campaigns were managed per month by over 500 employees spread throughout hundreds of office sites worldwide.
Top 6 des tendances du marketing digital selon SmartSmart AdServer
Qu'est-ce qui attend l'industrie ad tech cette année? Smart AdServer nous parle des tendances du marketing digital pour 2016 avec des sujets tels que le programmatique, la vidéo, le mobile-first, le mobile-only, le rich media, le programmatique directe et l'ad serving full-stack. Découvrez ce qui est in et ce qui est out! http://bit.ly/22MUaCs
What awaits the ad tech industry this year? Smart's 2016 Digital Marketing Trends covers topics such as programmatic, video, mobile-first, mobile-only, rich media, automated guaranteed and full stack ad serving. Discover what’s in…and what’s out! http://bit.ly/22MUaCs
Medición de Campañas Publicitarias Digitales - 3er Workshop ADAPGian André Berrospi
Charla en la Universidad de Piura (UDEP) para el 3er Workshop de la Asociación de Digital Analytics del Perú (ADAP).
Miércoles 24 de octubre 2012.
El objetivo de la charla fue enseñar los distintos frameworks estratégicos y métricas para medir las campañas publicitarias online según el objetivo publicitario digital.
Viewability: Medición en internet más allá del clicCarlo Rodriguez
Este documento discute la necesidad de ir más allá de las métricas tradicionales como clics en la medición de campañas publicitarias digitales. Propone una "Misión de Hacer Mediciones con Sentido" que valide la visibilidad real de los anuncios y proporcione métricas comparables a otros medios basadas en la audiencia objetivo y el engagement. Esto beneficiaría a anunciantes, medios y agencias al proporcionar mayor transparencia y responsabilidad en la medición del valor de la publicidad digital.
Second Opinion Expert provides online medical second opinions to help patients receive the right diagnosis and treatment. It connects patients with independent, expert physicians who review the patient's medical records and provide a second opinion report within days. The service aims to reduce unnecessary medical procedures by helping patients get additional perspectives on their care. It also offers a customizable platform that healthcare organizations can use to provide telehealth services.
The Ultimate Investor Pitch Deck TemplateCrowdfunder
Great startups don’t fund themselves. Raising money from investors requires a great pitch, even for experienced founders with significant traction in their startup.
There’s a formula for pitching your startup that has helped startup founders raise millions.
In short, this formula involves crafting a larger story / narrative, while speaking directly to what investors are looking for and need to know about you, your company, your market, and your plan.
10 Things To Do Before Emailing Your Sales Deck To A Potential ClientDeck Rooster
It's quite disheartening to see how so many sales people and entrepreneurs continue to send across their sales pitch deck over email when a potential clients says "Please email me that presentation" - without realising how doing so could affect the progress of the deal.
A presentation to be emailed has to be a version, but a very different presentation from the sales pitch deck.
Check out this presentation to understand why doing so is important and also how to do so in 10 easy steps.
AppNexus is a cloud computing infrastructure company founded by Brian O'Kelley and Michiel Nolet. It aims to solve scaling, globalization, and integration challenges faced by Right Media through a global cloud architecture with multiple "Nexuses" providing services. Its revenue sources include renting servers, storage, bandwidth and profit-sharing with service providers. It plans to grow through recruiting applications and software providers in a self-reinforcing network effect. The company aims to launch its first location in January 2008 and expand globally over three phases to become the high-end leader in the cloud computing market.
Drew Houston, founder and CEO of Dropbox, discusses the challenges of scaling the company from 20 employees and 5 million users to over 55 employees and 25 million users. Some key points are: hiring fewer but better engineers to reduce coordination needs; keeping engineering teams small and loosely coupled; focusing on building the right things instead of moving fast; and using metrics and processes like OKRs to increase predictability as the company grows.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
How to Pitch B2B? Do you have an awesome product? Doing the same old sales presentation? Improve your pitch by following these 9 steps and win more business.
This is theoriginal AirBnB pitch deck. Airbnb founders use this pitch deck to raise $600K from VCs and angel investors in 2008.
YOU MIGHT ALSO LIKE THESE PITCH DECK EXAMPLES & TEMPLATES:
> Sequoia Capital pitch deck template @ https://pitchdeckcoach.com/sequoia-capital-pitch-deck
> FREE pitch deck template download @ https://pitchdeckcoach.com/free-pitch-deck-template
> Pitch deck guide with hints, tips, and a worked example @ https://pitchdeckcoach.com/pitch-deck-template
NEED HELP WITH YOUR PITCH DECK?
See how I can help then book a free call @ https://pitchdeckcoach.com/
MORE PITCH DECK RESOURCES @ https://pitchdeckcoach.com/pitch-deck-template#resources
The document summarizes the history and growth of SEOmoz, an SEO software company founded in 2001 by Rand Fishkin and his mother Gillian. It details how SEOmoz grew from a small consultancy into a profitable software company with over 10,000 subscribers. The document outlines SEOmoz's plans to raise $20-25 million in funding to expand its product suite, team, and marketing in order to serve a wider audience and become the leading software for organic marketers. The goal is for SEOmoz to become Seattle's next billion dollar company.
The slide deck we used to raise half a million dollarsBuffer
This is the pitchdeck we used to raise half a million dollars from Angel investors. More here:
http://onstartups.com/tabid/3339/bid/98034/The-Pitch-Deck-We-Used-To-Raise-500-000-For-Our-Startup.aspx
Instant Insights displays complex programmatic data in real-time. Measure campaign performance, do day-to-day monitoring, 1st level of troubleshoot deals and identify opportunities with fresh, up to the minute data. Its powerful insights will help you stay up to date on and ensure the optimization of your monetization campaigns.
The document discusses trends in marketing efforts during the Covid-19 pandemic based on third party studies and the insights of Smart, a programmatic advertising company. It identifies 5 key trends: 1) Maintaining an overall digital presence, 2) Avoiding reliance on short-term performance metrics and focusing on branding, 3) Adapting strategies and messaging to address new consumer needs, 4) Finding safe places to deliver ads such as trusted news sites, and 5) Getting ready to engage new audiences that have shifted online such as older demographics. Programmatic advertising allows flexibility to test tactics to optimize campaigns and achieve branding goals during this period of disruption.
Smart - Covid 19 insights panel - April 29thSmart AdServer
Smart Virtual Panel about 'Insights, Benchmarks, and Perspective from the Buy-side during COVID-19’ with David Pironon, Romain Bruguière, Carlotta Meneghini, Joel Livesey and Laurent Baillot.
What's rewarded video and how can publishers use it to monetize websites? "Get Smart About Rewarded Video" explains it all in less than 2 minutes!
With rewarded video, users watch a video to get access to premium content like exclusive articles. Meanwhile, publishers watch CTRs and CPMs skyrocket. Rewarded video app revenue is 4 - 5x higher than that of display ads. Watch this explanatory video for more info on rewarded video and how it benefits publishers!
Watch the video version of this SlideShare: https://youtu.be/J43I80f06cA
Watch our demo: http://gallery.smartadserver.com/rtb-smart-mobile-video-interstitial-outstream-ad-format
More on Smart AdServer's video solutions: http://smartadserver.com/publisher-platform/video/
Inspired by graphic designer Vahram Muratyan’s blog-turned-book, Smart AdServer created a “New York versus Paris” infographic based on our observations of the ad tech industry. Ad tech is a global phenomenon, but the manner in which it manifests, how it grows and changes as well as the relationship it has with politics, economics and culture often depends much on location.
Check out our infographic and you’ll definitely learn some surprising info!
Case Study: Smart AdServer Forecasting ToolSmart AdServer
The Smart AdServer forecasting tool was instrumental in the attainment of sales objectives for one of Europe's leading media companies. The easy-to-use interface provided crucial information at the click of a button, the precise algorithm ensured an accurate estimate of available inventory, and audiences and managers adjusted ad strategies using the overview of booked campaigns. Between 2,000 and 5,000 campaigns were managed per month by over 500 employees spread throughout hundreds of office sites worldwide.
Top 6 des tendances du marketing digital selon SmartSmart AdServer
Qu'est-ce qui attend l'industrie ad tech cette année? Smart AdServer nous parle des tendances du marketing digital pour 2016 avec des sujets tels que le programmatique, la vidéo, le mobile-first, le mobile-only, le rich media, le programmatique directe et l'ad serving full-stack. Découvrez ce qui est in et ce qui est out! http://bit.ly/22MUaCs
What awaits the ad tech industry this year? Smart's 2016 Digital Marketing Trends covers topics such as programmatic, video, mobile-first, mobile-only, rich media, automated guaranteed and full stack ad serving. Discover what’s in…and what’s out! http://bit.ly/22MUaCs
Smart AdServer RTB+ case study : Spolecznosci.plSmart AdServer
Spolecznosci.pl is a leading social media publisher in Poland that reaches over 11.5 million unique visitors monthly. To increase monetization, Spolecznosci.pl implemented Smart Adserver RTB+ in 2014. This allowed their direct campaigns to compete with programmatic demand sources for impressions. Through detailed reporting and price adjustments, Spolecznosci.pl was able to increase average win prices by 120-130% and up to 220% on some sites. The integrated solution provided full inventory control while boosting revenue through automation and competition between sales channels.
RTB Study Case: Antevenio Smart AdServer RTB+2014Smart AdServer
Antevenio, a leading Spanish ad network, was seeking new revenue sources through programmatic without increasing costs. Their existing programmatic sales through SSPs generated lower CPMs and left inventory unsold. Integrating Smart AdServer's RTB+ allowed immediate set up without tagging. RTB+ brought higher CPM campaigns in addition to existing programmatic revenues. Through dynamic allocation and granular controls, RTB+ optimized yield across direct and programmatic channels while securing premium inventory. RTB+ increased Antevenio's programmatic CPM by 20% and helped maximize revenues through floor price adjustments.
7 things about advertising for mobile and tabletSmart AdServer
Smart AdServer is the 1st IAB certified mobile ad server. It provides a one-stop shop for mobile ad serving, including campaign management, inventory management, targeting, creative design, reporting, and monetizing remnant inventory. The mobile advertising market is growing rapidly as smartphones surpass PC sales and publishers create more mobile content.
En 1974 la Crónica de la Organización Mundial de la
Salud publicó un importante artículo llamando la atención
sobre la importancia de la deficiencia de yodo como problema
de la salud pública y la necesidad de su eliminación, escrito por
un grupo de académicos expertos en el tema, Prof. JB Stanbury
de la Universidad de Harvard, Prof. AM Ermans del Hospital
Saint Pierre, Bélgica, Prof. BS Hetzel de la Universidad de
Monash, Australia, Prof. EA Pretell de la Universidad Peruana
Cayetano Heredia, Perú, y Prof. A Querido del Hospital
algunos casos de tirotoxicosis y el temor a su extensión con
(18)
distribución amplia de yodo . Recién a partir de 1930 varios
(19)
investigadores, entre los que destaca Boussingault , volvieron
a insistir sobre este tema, aconsejando la yodación de la sal para
su uso terapéutico.
Desórdenes por deficiencia de yodo en el Perú
Universitario, Leiden, Holanda .
(15)
En el momento actual hay suficiente evidencia que
demuestra que el impacto social de los desórdenes por
deficiencia de yodo es muy grande y que su prevención resulta
en una mejor calidad de vida y de la productividad, así como
también de la capacidad de educación de los niños y adultos.
Prevención y tratamiento de los DDI
Los desórdenes por deficiencia de yodo pueden ser
exitosamente prevenidos mediante programas de suplementa-
ción de yodo. A través de la historia se han ensayado varios
medios para tal propósito, pero la estrategia más costo-efectiva
y sostenible es el consumo de sal yodada. Los experimentos de
Marine y col.
(16, 17)
entre 1907 a 1921 probaron que la deficiencia
y la suplementación de yodo eran factores dominantes en la
etiología y el control del bocio endémico. El uso experimental
de la sal yodada para la prevención del bocio endémico se llevó
a cabo en Akron, Ohio, con resultados espectaculares y fue
seguida por la distribución de sal yodada en Estados Unidos,
Suiza y otros lugares. El uso clínico de este método, sin
embargo, fue largamente postergado por la ocurrencia de
La presencia de bocio y cretinismo en el antiguo Perú
antecedió a la llegada de los españoles, según comentarios en
crónicas y relatos de la época de la Conquista y el Virreinato. En
(20)
una revisión publicada por JB Lastres se comenta que Cosme
Bueno (1769), refiriéndose a sus observaciones entre los
habitantes del altiplano, escribió “los más de los que allí habitan
son contrahechos, jibados, tartamudos, de ojos torcidos y con
unos deformes tumores en la garganta, que aquí llaman cotos y
otras semejantes deformidades en el cuerpo y sus corres-
pondientes en el ánimo”. Y es lógico aceptar como cierto este
hecho, dado que la deficiencia de yodo en la Cordillera de los
Andes es un fenómeno ambiental permanente desde sus
orígenes.
Luego de la Independencia hasta los años 1950s, la
persistencia del bocio y el cretinismo endémicos en la sierra y la
selva fue reportada por varios autores, cuyos importantes
(20)