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2025","image":{"id":"image-2a07ccb36b","alt":"Digital illustration of a data clean rooms diagram ","lazyEnabled":true,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--e9c63f2a-cbad-4b4b-a439-bc7fe0af60f6/data-clean-rooms-explained-blogheader.png?quality=85&preferwebp=true","width":"2919","height":"1459",":type":"snowflake-site/components/image"},"tag":{"tagText":"Producto y tecnología","tagColor":"#3F808A"},"authors":[{"authorImage":{"id":"image-7acd3a5f9e","alt":"Headshot style photo of Florian Delval","lazyEnabled":true,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--e8914c33-ec1d-40bd-86c8-d2fe3c507add/florian-delval.jpg?quality=85&preferwebp=true","width":"1153","height":"1730",":type":"snowflake-site/components/image"},"authorCta":{"id":"button-f7b13a6c26","showOutboundIcon":false,"buttonLink":{"valid":true,"url":"/en/blog/authors/florian-delval/"},"linkTargetContentType":"DOCUMENT_LEARN","linkType":"SNOWFLAKE_INTERNAL",":type":"snowflake-site/components/button","text":"Florian Delval"}}],"title":{"lines":["Data clean rooms: Lo que debes saber sobre la colaboración que prioriza la privacidad"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"]},"responsivegrid_content":{"columnClassNames":{"image":"aem-GridColumn aem-GridColumn--default--12","blog_text_465679575":"aem-GridColumn aem-GridColumn--default--12","blog_text":"aem-GridColumn aem-GridColumn--default--12","image_1168436163":"aem-GridColumn aem-GridColumn--default--12","blog_text_1096995877":"aem-GridColumn aem-GridColumn--default--12","quote_item":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_text":{"id":"blog-text-71f8d037fd","text":"\u003Cp\u003ESi preguntamos a algún anunciante sobre el factor más disruptivo de los últimos años, probablemente dudará entre dos contendientes: privacidad e IA. Aunque la IA está preparada para causar un impacto transformador mucho más allá de la publicidad en el futuro, no cabe duda de una cosa: actualmente, ninguna organización puede abordar casos de uso relacionados con los datos de los consumidores sin priorizar la privacidad.\u003C/p\u003E\n\u003Cp\u003EAntes de adentrarnos en el mundo de las data clean rooms, hagamos un breve viaje en el tiempo para preparar el terreno.\u003C/p\u003E\n\u003Ch2\u003ELos gobiernos toman medidas para proteger la privacidad de los consumidores\u003C/h2\u003E\n\u003Cp\u003EEl auge de Internet permitió a las organizaciones empezar a recopilar datos de los consumidores a una escala sin precedentes, de forma más eficiente que nunca, pero a menudo sin tener en cuenta cómo se recopilaron esos datos en primer lugar.\u003C/p\u003E\n\u003Cp\u003ENo fue hasta 2016 cuando un gobierno tomó medidas decisivas para abordar la creciente preocupación por la privacidad de los consumidores. Europa se puso a la cabeza con la introducción del \u003Ca href=\"https://gdpr-info.eu/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EReglamento General de Protección de Datos\u003C/a\u003E (RGPD), su primera ley integral sobre privacidad.\u003C/p\u003E\n\u003Cp\u003EEn Estados Unidos, California hizo lo mismo en 2018 con la \u003Ca href=\"https://oag.ca.gov/privacy/ccpa\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003ECalifornia Consumer Privacy Act\u003C/a\u003E (CCPA), que se reforzó en 2020 para proteger aún más a los consumidores e imponer normas más estrictas a las empresas.\u003C/p\u003E\n\u003Cp\u003EEl efecto bola de nieve es real: más estados, como Colorado, Connecticut, Florida, Montana, Oregón y Utah, han implementado recientemente sus propias normativas de privacidad, y otros están preparados para unirse a la tendencia.\u003C/p\u003E\n\u003Cp\u003EA nivel mundial, el movimiento es imparable. Según la \u003Ca href=\"https://unctad.org/page/data-protection-and-privacy-legislation-worldwide\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EConferencia de las Naciones Unidas sobre Comercio y Desarrollo\u003C/a\u003E, las leyes de protección de datos y privacidad están presentes ahora en el 71 % de los países, y la nueva legislación sigue en vigor y evolucionando.\u003C/p\u003E\n\u003Cp\u003ELas empresas tecnológicas responden con iniciativas de protección de la privacidad.\u003C/p\u003E\n\u003Cp\u003EAdemás de las normativas gubernamentales, en los últimos años las grandes empresas tecnológicas han puesto en marcha sus propias iniciativas centradas en la privacidad. Entre los esfuerzos más controvertidos —y ampliamente discutidos— se encuentra el cambio continuo en torno a las cookies de terceros, un elemento que ha sido la columna vertebral del sector de la publicidad desde la década de 1990.\u003C/p\u003E\n\u003Cp\u003EDespués de años de anuncios y retrasos, Google ha optado por mantener las cookies de terceros en Chrome por ahora, sin apocalipsis inmediato de cookies. Pero se esperan restricciones más estrictas sobre el acceso y el uso en el futuro, incluidos controles como el consentimiento del usuario.\u003C/p\u003E\n\u003Cp\u003ESegún \u003Ca href=\"https://www.emarketer.com/content/chromes-new-path-privacy\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EeMarketer\u003C/a\u003E, hasta el 87 % del tráfico web podría liberarse pronto de las cookies de terceros una vez que se implemente la solución basada en el consentimiento de Google y Microsoft elimine las cookies de terceros en su navegador Edge. Mientras tanto, los principales navegadores, como Apple Safari y Mozilla Firefox, ya han hecho inaccesibles las cookies de terceros.\u003C/p\u003E\n\u003Cp\u003EPero no solo se trata de cookies. Tanto Google como Apple siguen poniendo en marcha iniciativas de privacidad de los consumidores. Por ejemplo, \u003Ca href=\"https://developer.apple.com/documentation/apptrackingtransparency\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EApp Tracking Transparency\u003C/a\u003E (ATT) de Apple, introducido en 2021, requiere que las aplicaciones obtengan el consentimiento explícito del usuario antes de recopilar identificadores de dispositivos con fines publicitarios.\u003C/p\u003E\n\u003Cp\u003EEn última instancia, estos cambios están transformando todo el ecosistema del “valor” publicitario.\u003C/p\u003E\n\u003Ch2\u003EData clean rooms, donde empezó todo\u003C/h2\u003E\n\u003Cp\u003EEn la época en que se introdujeron las primeras normativas de privacidad de los consumidores, otro cambio importante sacudió el sector de la publicidad: Google anunció que dejaría de enviar datos a nivel de registro a los anunciantes.\u003C/p\u003E\n\u003Cp\u003EAquí está el problema: estos registros son esenciales para que los anunciantes puedan analizar el rendimiento de las campañas. Sin acceso a estos datos, las organizaciones se quedan ciegas e incapaces de optimizar sus estrategias o presupuestos de forma eficaz.\u003C/p\u003E\n\u003Cp\u003EPara hacer frente a este desafío, Google presentó \u003Ca href=\"https://cloud.google.com/blog/products/gcp/introducing-ads-data-hub-next-generation-insights-and-reporting\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EAds Data Hub\u003C/a\u003E, una solución diseñada para que los anunciantes puedan seguir realizando analíticas e informando sobre sus campañas. ¿La trampa? Los anunciantes ya no podían ver ni extraer directamente los datos a nivel de registro. En su lugar, la plataforma proporcionaba un entorno que respetaba la privacidad para el análisis de datos.\u003C/p\u003E\n\u003Cp\u003EEl término “información e informes de última generación” se utilizaba en ese momento para describir este nuevo enfoque, que finalmente se convertiría en tecnología de data clean room.\u003C/p\u003E\n\u003Ch2\u003E¿Qué es una data clean room?\u003C/h2\u003E\n\u003Cp\u003EEs difícil decir exactamente por qué una categoría tecnológica específica despunta, pero una señal de que está ganando auge es cuando recibe sus propias siglas ampliamente reconocidas. Adéntrate en las data clean rooms o DCR.\u003C/p\u003E\n\u003Cp\u003EEl concepto en el que se basan las data clean rooms surge del mismo desafío al que Google se enfrentó con Ads Data Hub: permitir la colaboración de datos entre dos partes sin exponer los datos subyacentes.\u003C/p\u003E\n\u003Cp\u003ELos datos de primera mano son uno de los activos más valiosos que posee una organización, de ahí la sensibilidad en torno a hacerlos accesibles. Sin embargo, existen escenarios críticos en los que es esencial analizar conjuntos de datos propiedad de diferentes partes.\u003C/p\u003E\n\u003Cp\u003ELas data clean rooms proporcionan un entorno seguro y controlado que permite a varias organizaciones —o incluso unidades de negocio de una sola organización— colaborar con datos confidenciales o regulados sin comprometer la privacidad.\u003C/p\u003E\n\u003Cp\u003EUn componente clave de esta protección configurada es el uso de \u003Ca href=\"https://www.snowflake.com/webinars/product-demo/enhancing-data-privacy-with-snowflake-horizon-what-to-do-when-you-cant-just-share-the-data-2024-10-17/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003Etecnologías de mejora de la privacidad\u003C/a\u003E (PET), como la \u003Ca href=\"https://www.snowflake.com/en/blog/unlock-sensitive-data-differential-privacy/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003Eprivacidad diferencial\u003C/a\u003E, las políticas de agregación y proyección y la generación de datos sintéticos.\u003C/p\u003E\n\u003Ch2\u003E¿A quién van dirigidas las data clean rooms y cuáles son los casos de uso habituales?\u003C/h2\u003E\n\u003Cp\u003EComo se mencionó anteriormente, las data clean rooms ganaron impulso inicialmente en el sector de la publicidad, en concreto para medir el rendimiento de las campañas publicitarias sin necesidad de que el editor diera acceso directo a datos detallados.\u003C/p\u003E\n\u003Cp\u003ECon el tiempo, el alcance de la colaboración se amplió e incluyó a diversas partes interesadas con diferentes funciones en las iniciativas publicitarias:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EMarcas: \u003C/b\u003ESe centran en captar clientes nuevos e incrementar los ingresos mediante la publicidad de pago.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EEditores y redes de medios:\u003C/b\u003E Su objetivo es monetizar los datos y el inventario de anuncios.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EAgencias: \u003C/b\u003EApoyan a anunciantes y editores en la ejecución y estrategia de campañas.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EProveedores de datos y de tecnología:\u003C/b\u003E Venden datos, soluciones de identidad y servicios, como integraciones en el ecosistema publicitario.\u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"image":{"id":"image-615a82a0a5","alt":"Diagram of how a brand can use a data clean room to share information with other brands, tech vendors, data providers, and publishers and media networks through a data clean room.","lazyEnabled":true,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--92246dd4-a02a-41a0-a164-d0f4ffb5b30e/data-clean-rooms-collaboration-parties.png?quality=85&preferwebp=true","width":"1574","height":"891",":type":"snowflake-site/components/image"},"quote_item":{"id":"quote-item-30588af890","alignment":"left","layout":"card","quoteSourceName":"Nick Aluia","quoteSourceTitle":"Chief Product Officer, iSpot","showQuoteIcon":true,"quote":"“Como empresa de medición de publicidad, nos dedicamos especialmente a ayudar a las marcas a unificar las mediciones en todas sus plataformas y a conectar los puntos en todo el ciclo de vida de una campaña, desde la parte creativa, la audiencia hasta los resultados. Las clean rooms han demostrado ser una gran herramienta para nuestros clientes, marcas y editores, a la hora de obtener información práctica conforme con las normativas de privacidad”.  \r\n","showHangingPunctuation":false,":type":"snowflake-site/components/quote-item"},"blog_text_465679575":{"id":"blog-text-09ba172c13","text":"\u003Cp\u003EA través de las alianzas formadas entre estas partes interesadas, los casos de uso típicos de colaboración publicitaria ahora incluyen:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EEnriquecimiento e identidad de los datos: \u003C/b\u003ELos partners pueden mejorar los datos de primera mano e incrementar la direccionalidad.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EPlanificación estratégica: \u003C/b\u003ELos anunciantes pueden decidir dónde gastar los presupuestos publicitarios e identificar las audiencias más relevantes.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EActivación de campañas: \u003C/b\u003ESe puede llegar a los consumidores a través de canales directos o con el apoyo de partners.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EMedición y optimización: \u003C/b\u003ELas organizaciones pueden entender el impacto de los canales en las conversiones y perfeccionar su gasto en medios de comunicación.\u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EPor ejemplo, \u003Ca href=\"https://www.snowflake.com/webinars/thought-leadership/how-booking-com-uses-snap-and-snowflake-data-clean-rooms-to-boost-performance-with-greater-transparency-2024-10-31\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EBooking.com se asoció con Snap mediante Snowflake Data Clean Rooms\u003C/a\u003E para medir el rendimiento de las campañas con mayor eficacia. Esta colaboración aumentó la confianza en sus resultados de menos del 20 % a un impresionante 99 %.\u003C/p\u003E\n\u003Cp\u003ESin embargo, el potencial de las data clean rooms va mucho más allá de la publicidad y puede abarcar otros sectores, como en los siguientes ejemplos:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003ESanidad: \u003C/b\u003EEl sector está acelerando la investigación y el desarrollo de fármacos al permitir el análisis seguro de datos entre laboratorios e instalaciones sanitarias sin exponer información confidencial.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EServicios financieros: \u003C/b\u003ELas organizaciones están acelerando la detección de fraudes y mejorando los modelos de calificación crediticia a la vez que protegen los datos de los clientes.\u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003ELa publicidad es solo el punto de partida para demostrar el valor de esta tecnología. A medida que los sectores sigan reconociendo las ventajas de una colaboración de datos segura y que respete la privacidad, cabe esperar una adopción más amplia en los próximos años.\u003C/p\u003E\n\u003Ch2\u003E¿Cómo se comparan las data clean rooms con otras tecnologías?\u003C/h2\u003E\n\u003Cp\u003EUna idea errónea común es que las data clean rooms son lo mismo que las tecnologías de data sharing. Las soluciones seguras de data sharing permiten a los propietarios compartir sus conjuntos de datos con controles específicos. El objetivo del data sharing es proporcionar acceso a los datos detallados subyacentes, en contraste directo con el propósito de las data clean rooms, que están diseñadas para impedir dicho acceso y, al mismo tiempo, permitir el análisis de datos.\u003C/p\u003E\n\u003Cp\u003EOtra categoría tecnológica que suele compararse con las data clean rooms es la plataforma de datos de clientes (CDP). Aunque ambas dependen de datos de primera mano para aportar valor, las similitudes terminan ahí. Las CDP se centran en hacer que los datos de primera mano de una marca sean accesibles para los profesionales del marketing y los anunciantes a fin de organizar experiencias personalizadas para los clientes. Sin embargo, las CDP carecen de las herramientas y medidas necesarias para facilitar una colaboración segura con propietarios de datos externos.\u003C/p\u003E\n\u003Ch2\u003E¿Cómo funciona una data clean room?\u003C/h2\u003E\n\u003Cp\u003EUna vez que se establece un acuerdo de colaboración entre dos o más partes, el propietario de los datos (denominado “proveedor de datos”) establece un entorno de clean room. El proveedor de datos determina a qué datos se puede acceder dentro de la clean room y especifica las actividades permitidas en esos conjuntos de datos, como el análisis de la superposición de audiencias o el modelado de públicos similares.\u003C/p\u003E\n\u003Cp\u003ECada parte involucrada en la colaboración conserva el control total sobre sus conjuntos de datos en todo momento. Pueden decidir conceder o revocar el acceso a los datos según sea necesario, garantizando que sus datos sigan gobernados y bajo su propiedad.\u003C/p\u003E\n\u003Cp\u003EDespués de hacer accesibles los conjuntos de datos dentro de la clean room, se requiere un proceso de coincidencia entre ellos. Algunas tecnologías de data clean rooms imponen el uso de un identificador específico como clave coincidente, mientras que otras son independientes, lo que permite a los colaboradores acordar los criterios de coincidencia de su elección. La colaboración exitosa depende de una coincidencia exacta de valores para un punto de datos designado (por ejemplo, un campo específico) entre los conjuntos de datos.\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"image_1168436163":{"id":"image-5f12e052e9","alt":"Diagram showing how collaboration between two parties in a Snowflake Data Clean Room can help you enrich, plan, activate and measure.","lazyEnabled":true,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--66fb1883-cabe-469d-bd7f-dd61395e4226/data-clean-room-diagram2.png?quality=85&preferwebp=true","width":"1679","height":"688",":type":"snowflake-site/components/image"},"blog_text_1096995877":{"id":"blog-text-8f0bc35c01","text":"\u003Cp\u003ELa colaboración en una clean room suele concluir una vez que se obtiene la información deseada. Sin embargo, en algunos casos, la clean room puede activar el conjunto de datos resultante en un canal permitido.\u003C/p\u003E\n\u003Ch2\u003ELas data clean rooms por sí solas no son suficientes\u003C/h2\u003E\n\u003Cp\u003EAunque las data clean rooms facilitan la colaboración de datos segura, es esencial recordar que la privacidad no se logra implementando una sola tecnología. La verdadera privacidad requiere una estrategia integral que empiece por el consumidor.\u003C/p\u003E\n\u003Cp\u003ESi una organización desea colaborar en materia de datos con otras partes, es indispensable obtener el consentimiento de los consumidores. Para obtener el consentimiento, las organizaciones deben priorizar la transparencia y garantizar un intercambio de valor claro. Hoy en día, los consumidores son cada vez más conscientes del valor de sus datos y es mucho menos probable que los compartan sin comprender lo que obtienen a cambio.\u003C/p\u003E\n\u003Cp\u003EIncluso con las tecnologías avanzadas de privacidad y seguridad que proporcionan las data clean rooms, las organizaciones deben establecer prácticas sólidas de gobernanza de datos. Estas prácticas deben regir todas las actividades que impliquen el acceso y el uso de los datos para garantizar el cumplimiento y mantener la confianza.\u003C/p\u003E\n\u003Ch2\u003EData clean rooms de Snowflake para la colaboración de datos\u003C/h2\u003E\n\u003Cp\u003EMiles de organizaciones han adoptado el AI Data Cloud de Snowflake para almacenar y procesar de forma segura sus datos de primera mano, incluidos los conjuntos de datos confidenciales y regulados. Gracias a su infraestructura de confianza y su modelo de gobernanza unificado, Snowflake ofrece controles integrales de cumplimiento, seguridad y privacidad que se aplican de manera uniforme.\u003C/p\u003E\n\u003Cp\u003E\u003Ca rel=\"nofollow noopener noreferrer\" href=\"https://www.snowflake.com/es/product/features/data-clean-rooms/\" target=\"_blank\"\u003ESnowflake Data Clean Rooms\u003C/a\u003E es una Snowflake Native App que se implementa en el AI Data Cloud y proporciona un entorno de confianza, que protege la privacidad, para la colaboración de datos. Diseñado para dar apoyo tanto a equipos técnicos como de negocio, puede simplificar la colaboración segura sin comprometer la privacidad de los datos.\u003C/p\u003E\n\u003Cp\u003ELas organizaciones eligen las Data clean rooms de Snowflake no solo por su integración fluida con el ecosistema de Snowflake, sino también por sus ventajas únicas:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003ENeutralidad:\u003C/b\u003E Evita los conflictos de intereses con una solución neutral e independiente. A diferencia de otras soluciones, Snowflake no vende datos, soluciones de identidad ni medios, por lo que no hay conflictos de intereses y es una opción verdaderamente neutral.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EFiabilidad: \u003C/b\u003EAcelera la colaboración al aprovechar la misma tecnología en la que confían los principales editores y expertos del sector para sus iniciativas de clean room.\u003C/p\u003E\n\u003C/li\u003E\n\u003Cli\u003E\u003Cp\u003E\u003Cb\u003EInteroperabilidad entre regiones y nubes:\u003C/b\u003E Colabora con partners utilizando la infraestructura de nube de tu elección, ya sea AWS, Microsoft Azure o Google Cloud.\u003C/p\u003E\n\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EAsiste a nuestro evento virtual \u003Ca href=\"https://www.snowflake.com/accelerate/advertising-media-entertainment/?utm_cta=website-blog-dcr-101\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EAccelerate Media and Entertainment\u003C/a\u003E para obtener más información sobre el futuro de la colaboración de datos. \u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"}},":itemsOrder":["blog_text","image","quote_item","blog_text_465679575","image_1168436163","blog_text_1096995877"],":type":"wcm/foundation/components/responsivegrid"},"responsivegrid_premium_content_banner":{"columnClassNames":{"premium_content_bann":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"appliedCssClassNames":"snowflake-responsive-component-top-padding-medium",":items":{"premium_content_bann":{"id":"premium-content-banner-7e2296fdf4","contentEyebrow":"Documento técnico","contentHeadline":"Data clean rooms de Snowflake para editores y profesionales del marketing","contentDescription":"Descubre cómo las data clean rooms de Snowflake ayudan a mejorar la eficacia de los anuncios y preservan la 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