{"id":15527,"date":"2022-01-27T15:32:30","date_gmt":"2022-01-27T15:32:30","guid":{"rendered":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/"},"modified":"2023-08-28T16:00:16","modified_gmt":"2023-08-28T16:00:16","slug":"retail-media","status":"publish","type":"glossary","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/","title":{"rendered":"Retail Media"},"featured_media":0,"template":"","class_list":{"0":"post-15527","1":"glossary","2":"type-glossary","3":"status-publish","5":"alphabet-r","6":"criteo-solution-retail-media","7":"criteo-platform-commerce-max","8":"criteo-topic-commerce-media"},"acf":{"stae_popup_enable":false,"abbr":"","term_description":"<p>Disciplina que inclui compra e venda de publicidade nos sites e apps dos varejistas. O formato de an\u00fancio mais comum \u00e9 o an\u00fancio de produto patrocinado, geralmente mostrado em resultados de pesquisa, categoria e\/ou p\u00e1ginas de detalhes do produto.<\/p>\n","has_its_own_page":true,"body_blocks":[{"acf_fc_layout":"text_block","text":"<h2><strong>O que \u00e9 retail media?<\/strong><\/h2>\n<p>Quando falamos em retail media, estamos falando sobre an\u00fancios colocados por uma marca no site ou app de e-commerce de um varejista para influenciar o cliente no ponto da compra.<\/p>\n<p>A retail media permite que as marcas aumentem a visibilidade na prateleira digital, de modo parecido com as pontas de g\u00f4ndola, que d\u00e3o maior destaque a determinados produtos dentro da loja f\u00edsica.<\/p>\n<h2><strong>Como s\u00e3o os an\u00fancios de retail media e onde s\u00e3o exibidos?<\/strong><\/h2>\n<p>Os an\u00fancios de retail media podem ser an\u00fancios native ou <a href=\"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/display-advertising\/\"><strong>display<\/strong><\/a>. Os an\u00fancios native misturam-se aos resultados das pesquisas. Eles parecem outro produto na lista, mas apresentam um r\u00f3tulo de \u201cpatrocinado\u201d (ou \u201csponsored\u201d) na parte inferior ou superior do an\u00fancio. Os an\u00fancios display permitem criativos mais impactantes, combinando a mensagem do branding com recursos din\u00e2micos espec\u00edficos para o varejo, como pre\u00e7os em tempo real.<\/p>\n<p>Os an\u00fancios de retail media podem ser mostrados em homepages, p\u00e1ginas de categorias, p\u00e1ginas de resultados da pesquisa ou p\u00e1ginas de detalhes de produtos para impactar consumidores nos diferentes pontos do funil. Algumas solu\u00e7\u00f5es de retail media tamb\u00e9m permitem que as marcas fa\u00e7am o retargeting de audi\u00eancias de varejistas enquanto elas navegam na internet aberta.<\/p>\n<p>Veja um exemplo de an\u00fancio native nos resultados da pesquisa:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15528,"id":15528,"title":"Screen-Shot-2021-02-22-at-3.15.41-PM","filename":"Screen-Shot-2021-02-22-at-3.15.41-PM.png","filesize":68577,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-15-41-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-15-41-pm","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:31","modified":"2022-01-27 15:32:31","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":1233,"height":617,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x150.png","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-768x384.png","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-1024x512.png","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","1536x1536-width":1233,"1536x1536-height":617,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","2048x2048-width":1233,"2048x2048-height":617,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-630x315.png","success-story-width":630,"success-story-height":315,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>E veja um exemplo de an\u00fancio display na homepage:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15529,"id":15529,"title":"Screen-Shot-2021-02-22-at-3.18.50-PM","filename":"Screen-Shot-2021-02-22-at-3.18.50-PM.png","filesize":71198,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-18-50-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-18-50-pm","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:35","modified":"2022-01-27 15:32:35","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":1235,"height":615,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x149.png","medium-width":300,"medium-height":149,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-768x382.png","medium_large-width":640,"medium_large-height":318,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-1024x510.png","large-width":640,"large-height":319,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","1536x1536-width":1235,"1536x1536-height":615,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","2048x2048-width":1235,"2048x2048-height":615,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-630x314.png","success-story-width":630,"success-story-height":314,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>E veja um exemplo de an\u00fancio display na homepage:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15530,"id":15530,"title":"retail-media-display-ad-home-page","filename":"retail-media-display-ad-home-page.png","filesize":106615,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/retail-media-display-ad-home-page\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-display-ad-home-page","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:38","modified":"2022-01-27 15:32:38","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":714,"height":447,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-300x188.png","medium-width":300,"medium-height":188,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","medium_large-width":640,"medium_large-height":401,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","large-width":640,"large-height":401,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","1536x1536-width":714,"1536x1536-height":447,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","2048x2048-width":714,"2048x2048-height":447,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-630x394.png","success-story-width":630,"success-story-height":394,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>\u00c9 assim que se parece um an\u00fancio de retail media offsite. O an\u00fancio est\u00e1 fazendo o retargeting de uma pessoa que visitou o varejista, olhou panelas e depois saiu para conferir o tempo:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15531,"id":15531,"title":"retail-media-ad-example-offsite","filename":"retail-media-ad-example-offsite.png","filesize":35535,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/retail-media-ad-example-offsite\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-ad-example-offsite","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:41","modified":"2022-01-27 15:32:41","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":756,"height":381,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-300x151.png","medium-width":300,"medium-height":151,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","medium_large-width":640,"medium_large-height":323,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","large-width":640,"large-height":323,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","1536x1536-width":756,"1536x1536-height":381,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","2048x2048-width":756,"2048x2048-height":381,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-630x318.png","success-story-width":630,"success-story-height":318,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<h2><strong>O que \u00e9 o ecossistema de retail media?<\/strong><\/h2>\n<p>Assim como na natureza, onde diferentes entidades devem trabalhar juntas para manter o equil\u00edbrio, o sucesso da retail media requer a colabora\u00e7\u00e3o dos participantes. O ecossistema inclui:<\/p>\n<p><strong>Marcas<\/strong>: S\u00e3o o lado da demanda do ecossistema.\u00a0Exemplos: P&amp;G, Levis, Honest Company, L\u2018Oreal, Estee Lauder.<\/p>\n<p><strong>Varejistas:\u00a0<\/strong>S\u00e3o o lado da oferta do ecossistema. Exemplos incluem varejistas como Target, Best Buy, Shipt, Costco e Ulta.<\/p>\n<p><strong>Ag\u00eancias:<\/strong>\u00a0Parte dois do lado da demanda, atuando como representante dos clientes das marcas.\u00a0Exemplos: Wavemaker, Publicis, Group M.<\/p>\n<p><strong>Consumidores:<\/strong>\u00a0A raz\u00e3o de tudo. A expectativa do consumidor por experi\u00eancias personalizadas molda a tecnologia e as ofertas da retail media. Marcas e varejistas trabalham juntos para assegurar an\u00fancios relevantes e preservar a experi\u00eancia de compra.<\/p>\n<h2><strong>Quais s\u00e3o os benef\u00edcios da retail media?<\/strong><\/h2>\n<p>Cada player do ecossistema desfruta de diferentes benef\u00edcios da retail media:<\/p>\n<p>Benef\u00edcios da retail media para marcas\/ag\u00eancias:<\/p>\n<ul>\n<li>Impactar consumidores no ponto de venda digital com campanhas mensur\u00e1veis que podem ser associadas \u00e0s vendas online e offline no n\u00edvel da SKU<\/li>\n<li>Assegurar a visibilidade do produto na prateleira digital e manter a equidade da marca<\/li>\n<li>Executar campanhas usando first-party data de varejistas, que n\u00e3o dependem de third-party cookies<\/li>\n<li>Executar campanhas em ambientes brand-safety<\/li>\n<li>Para ag\u00eancias, uma plataforma de retail media como a Criteo simplifica a compra de m\u00eddia reunindo em um s\u00f3 lugar diferentes a\u00e7\u00f5es: comprar an\u00fancios e gerenciar campanhas em diversos varejistas<\/li>\n<\/ul>\n<p>Benef\u00edcios da retail media para varejistas:<\/p>\n<ul>\n<li>Adicionar um novo fluxo de receita oferecendo formatos de an\u00fancios de invent\u00e1rios novos e exclusivos, que v\u00e3o al\u00e9m das necessidades de marketing do consumidor<\/li>\n<li>Vender diretamente para marcas e controlar quem tem acesso ao invent\u00e1rio e aos dados<\/li>\n<li>Ter controle para garantir que os an\u00fancios mantenham uma experi\u00eancia de compras positiva<\/li>\n<\/ul>\n<h2><strong>A Criteo Retail Media Platform<\/strong><\/h2>\n<p>Nossa tecnologia foi desenvolvida para enriquecer a parceria entre marcas e varejistas para alavancar vendas e agregar valor a todos. Se voc\u00ea \u00e9 varejista e deseja elevar a receita publicit\u00e1ria, ou marca que deseja aumentar visibilidade e vendas, nossa Retail Media Platform tem todas as ferramentas que voc\u00ea precisa para ser bem-sucedido.<\/p>\n"}],"page_content":{"body_blocks":[{"acf_fc_layout":"text_block","text":"<h2><strong>O que \u00e9 retail media?<\/strong><\/h2>\n<p>Quando falamos em retail media, estamos falando sobre an\u00fancios colocados por uma marca no site ou app de e-commerce de um varejista para influenciar o cliente no ponto da compra.<\/p>\n<p>A retail media permite que as marcas aumentem a visibilidade na prateleira digital, de modo parecido com as pontas de g\u00f4ndola, que d\u00e3o maior destaque a determinados produtos dentro da loja f\u00edsica.<\/p>\n<h2><strong>Como s\u00e3o os an\u00fancios de retail media e onde s\u00e3o exibidos?<\/strong><\/h2>\n<p>Os an\u00fancios de retail media podem ser an\u00fancios native ou <a href=\"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/display-advertising\/\"><strong>display<\/strong><\/a>. Os an\u00fancios native misturam-se aos resultados das pesquisas. Eles parecem outro produto na lista, mas apresentam um r\u00f3tulo de \u201cpatrocinado\u201d (ou \u201csponsored\u201d) na parte inferior ou superior do an\u00fancio. Os an\u00fancios display permitem criativos mais impactantes, combinando a mensagem do branding com recursos din\u00e2micos espec\u00edficos para o varejo, como pre\u00e7os em tempo real.<\/p>\n<p>Os an\u00fancios de retail media podem ser mostrados em homepages, p\u00e1ginas de categorias, p\u00e1ginas de resultados da pesquisa ou p\u00e1ginas de detalhes de produtos para impactar consumidores nos diferentes pontos do funil. Algumas solu\u00e7\u00f5es de retail media tamb\u00e9m permitem que as marcas fa\u00e7am o retargeting de audi\u00eancias de varejistas enquanto elas navegam na internet aberta.<\/p>\n<p>Veja um exemplo de an\u00fancio native nos resultados da pesquisa:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15528,"id":15528,"title":"Screen-Shot-2021-02-22-at-3.15.41-PM","filename":"Screen-Shot-2021-02-22-at-3.15.41-PM.png","filesize":68577,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-15-41-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-15-41-pm","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:31","modified":"2022-01-27 15:32:31","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":1233,"height":617,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x150.png","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-768x384.png","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-1024x512.png","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","1536x1536-width":1233,"1536x1536-height":617,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","2048x2048-width":1233,"2048x2048-height":617,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-630x315.png","success-story-width":630,"success-story-height":315,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>E veja um exemplo de an\u00fancio display na homepage:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15529,"id":15529,"title":"Screen-Shot-2021-02-22-at-3.18.50-PM","filename":"Screen-Shot-2021-02-22-at-3.18.50-PM.png","filesize":71198,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-18-50-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-18-50-pm","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:35","modified":"2022-01-27 15:32:35","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":1235,"height":615,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x149.png","medium-width":300,"medium-height":149,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-768x382.png","medium_large-width":640,"medium_large-height":318,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-1024x510.png","large-width":640,"large-height":319,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","1536x1536-width":1235,"1536x1536-height":615,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","2048x2048-width":1235,"2048x2048-height":615,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-630x314.png","success-story-width":630,"success-story-height":314,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>E veja um exemplo de an\u00fancio display na homepage:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15530,"id":15530,"title":"retail-media-display-ad-home-page","filename":"retail-media-display-ad-home-page.png","filesize":106615,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/retail-media-display-ad-home-page\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-display-ad-home-page","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:38","modified":"2022-01-27 15:32:38","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":714,"height":447,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-300x188.png","medium-width":300,"medium-height":188,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","medium_large-width":640,"medium_large-height":401,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","large-width":640,"large-height":401,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","1536x1536-width":714,"1536x1536-height":447,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page.png","2048x2048-width":714,"2048x2048-height":447,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-630x394.png","success-story-width":630,"success-story-height":394,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-display-ad-home-page-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>\u00c9 assim que se parece um an\u00fancio de retail media offsite. O an\u00fancio est\u00e1 fazendo o retargeting de uma pessoa que visitou o varejista, olhou panelas e depois saiu para conferir o tempo:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":15531,"id":15531,"title":"retail-media-ad-example-offsite","filename":"retail-media-ad-example-offsite.png","filesize":35535,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","link":"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retail-media\/retail-media-ad-example-offsite\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-ad-example-offsite","status":"inherit","uploaded_to":15527,"date":"2022-01-27 15:32:41","modified":"2022-01-27 15:32:41","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":756,"height":381,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-300x151.png","medium-width":300,"medium-height":151,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","medium_large-width":640,"medium_large-height":323,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","large-width":640,"large-height":323,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","1536x1536-width":756,"1536x1536-height":381,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite.png","2048x2048-width":756,"2048x2048-height":381,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-630x318.png","success-story-width":630,"success-story-height":318,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/01\/retail-media-ad-example-offsite-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<h2><strong>O que \u00e9 o ecossistema de retail media?<\/strong><\/h2>\n<p>Assim como na natureza, onde diferentes entidades devem trabalhar juntas para manter o equil\u00edbrio, o sucesso da retail media requer a colabora\u00e7\u00e3o dos participantes. O ecossistema inclui:<\/p>\n<p><strong>Marcas<\/strong>: S\u00e3o o lado da demanda do ecossistema.\u00a0Exemplos: P&amp;G, Levis, Honest Company, L\u2018Oreal, Estee Lauder.<\/p>\n<p><strong>Varejistas:\u00a0<\/strong>S\u00e3o o lado da oferta do ecossistema. Exemplos incluem varejistas como Target, Best Buy, Shipt, Costco e Ulta.<\/p>\n<p><strong>Ag\u00eancias:<\/strong>\u00a0Parte dois do lado da demanda, atuando como representante dos clientes das marcas.\u00a0Exemplos: Wavemaker, Publicis, Group M.<\/p>\n<p><strong>Consumidores:<\/strong>\u00a0A raz\u00e3o de tudo. A expectativa do consumidor por experi\u00eancias personalizadas molda a tecnologia e as ofertas da retail media. Marcas e varejistas trabalham juntos para assegurar an\u00fancios relevantes e preservar a experi\u00eancia de compra.<\/p>\n<h2><strong>Quais s\u00e3o os benef\u00edcios da retail media?<\/strong><\/h2>\n<p>Cada player do ecossistema desfruta de diferentes benef\u00edcios da retail media:<\/p>\n<p>Benef\u00edcios da retail media para marcas\/ag\u00eancias:<\/p>\n<ul>\n<li>Impactar consumidores no ponto de venda digital com campanhas mensur\u00e1veis que podem ser associadas \u00e0s vendas online e offline no n\u00edvel da SKU<\/li>\n<li>Assegurar a visibilidade do produto na prateleira digital e manter a equidade da marca<\/li>\n<li>Executar campanhas usando first-party data de varejistas, que n\u00e3o dependem de third-party cookies<\/li>\n<li>Executar campanhas em ambientes brand-safety<\/li>\n<li>Para ag\u00eancias, uma plataforma de retail media como a Criteo simplifica a compra de m\u00eddia reunindo em um s\u00f3 lugar diferentes a\u00e7\u00f5es: comprar an\u00fancios e gerenciar campanhas em diversos varejistas<\/li>\n<\/ul>\n<p>Benef\u00edcios da retail media para varejistas:<\/p>\n<ul>\n<li>Adicionar um novo fluxo de receita oferecendo formatos de an\u00fancios de invent\u00e1rios novos e exclusivos, que v\u00e3o al\u00e9m das necessidades de marketing do consumidor<\/li>\n<li>Vender diretamente para marcas e controlar quem tem acesso ao invent\u00e1rio e aos dados<\/li>\n<li>Ter controle para garantir que os an\u00fancios mantenham uma experi\u00eancia de compras positiva<\/li>\n<\/ul>\n<h2><strong>A Criteo Retail Media Platform<\/strong><\/h2>\n<p>Nossa tecnologia foi desenvolvida para enriquecer a parceria entre marcas e varejistas para alavancar vendas e agregar valor a todos. Se voc\u00ea \u00e9 varejista e deseja elevar a receita publicit\u00e1ria, ou marca que deseja aumentar visibilidade e vendas, nossa Retail Media Platform tem todas as ferramentas que voc\u00ea precisa para ser bem-sucedido.<\/p>\n"}]},"anchor":"retail-media"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail Media | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Disciplina que inclui compra e venda de publicidade nos sites e apps dos varejistas. 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