{"id":16512,"date":"2022-08-12T11:57:30","date_gmt":"2022-08-12T11:57:30","guid":{"rendered":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/"},"modified":"2022-09-06T15:10:31","modified_gmt":"2022-09-06T15:10:31","slug":"ultimate-guide-commerce-media","status":"publish","type":"page","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/","title":{"rendered":"The Ultimate Guide to Commerce Media"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":18,"featured_media":16513,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/ugcm.php","meta":{"_acf_changed":false,"footnotes":""},"coauthors":[],"class_list":["post-16512","page","type-page","status-publish","has-post-thumbnail"],"acf":{"stae_popup_enable":false,"track_page_in_segment":false,"segment_page_name":"","header_video_poster":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ugcm-header-bg-1.jpg","header_video_file":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Main_header_PTBR.mp4","intro":"<h3>A necessidade \u00e9 a m\u00e3e da inven\u00e7\u00e3o.<\/h3>\n<p>Grandes ideias nascem da necessidade de corrigir algo que n\u00e3o est\u00e1 funcionando ou de criar algo novo onde existe um vazio.<\/p>\n<p>Esta \u00e9 a hist\u00f3ria por tr\u00e1s da commerce media.<\/p>\n<p>Diante da crescente demanda dos consumidores por privacidade, a publicidade digital passa por uma transforma\u00e7\u00e3o. \u00c9 uma mudan\u00e7a positiva que coloca os consumidores no lugar certo, no centro do ecossistema de publicidade, mas tamb\u00e9m uma mudan\u00e7a dif\u00edcil que gera mais perguntas do que respostas. Em meio ao debate sobre como a publicidade endere\u00e7\u00e1vel e respons\u00e1vel pode funcionar no futuro, a commerce media surgiu como uma solu\u00e7\u00e3o.<\/p>\n<p>A commerce media oferece aos profissionais de marketing e m\u00eddia o que eles precisam (uma maneira segura e simples de ainda alavancar o crescimento por meio da publicidade).<\/p>\n<p>Ela d\u00e1 aos consumidores o que eles querem (an\u00fancios relevantes, em seus termos).<\/p>\n<p>E mant\u00e9m a internet aberta pr\u00f3spera (porque \u00e9 a\u00ed que a descoberta, a inova\u00e7\u00e3o e a escolha imperam).<\/p>\n<p>Em suma, a commerce media \u00e9 a pr\u00f3xima grande novidade \u2014 o que significa que a hora de se familiarizar com ela \u00e9 agora. Neste guia, saiba exatamente o que \u00e9 commerce media, por que est\u00e1 em alta e como ela resolve as necessidades mais urgentes do setor.<\/p>\n","sections":[{"section_title":"O que \u00e9 commerce media?","section_anchor":"what-is-commerce-media","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-1-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_1_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p><strong>Defini\u00e7\u00e3o:<\/strong> A commerce media permite que anunciantes de varejo e n\u00e3o varejo (como os setores de entrega de alimentos e viagens) se conectem \u00e0s audi\u00eancias durante toda a jornada de compra em varejistas e publishers na internet aberta, utilizando commerce data em escala para enriquecer experi\u00eancias e vincular diretamente o investimento em publicidade aos resultados.<\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Basicamente, a commerce media conecta profissionais de marketing e m\u00eddia a first-party data e vice-versa, para que todos possam oferecer experi\u00eancias mais ricas aos consumidores, com medi\u00e7\u00e3o de circuito fechado.<\/p>\n<p>Olhando de outra forma, a commerce media re\u00fane publicidade program\u00e1tica e retail media e amplia o campo para incluir neg\u00f3cios n\u00e3o varejistas \u2014 tudo na internet aberta, onde o controle est\u00e1 nas m\u00e3os dos profissionais de marketing e m\u00eddia.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":false,"media_type":"image","single_image":{"ID":16566,"id":16566,"title":"ch1-a","filename":"ch1-a.png","filesize":28140,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/ch1-a\/","alt":"","author":"18","description":"","caption":"","name":"ch1-a","status":"inherit","uploaded_to":16512,"date":"2022-08-12 12:03:07","modified":"2022-08-12 12:03:07","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-a-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"4rwpabnq9c","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 1","subtitle":"Uma solu\u00e7\u00e3o baseada em first-party data","description":"<p>Fornece acesso a uma grande base de first-party data, com privacidade garantida (privacy-safe), que pode ser aproveitada de v\u00e1rias maneiras.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 2","subtitle":"Aberta","description":"<p>Conecta profissionais de marketing e m\u00eddia na internet aberta, onde o controle e a transpar\u00eancia reinam e onde a descoberta, a inova\u00e7\u00e3o e a escolha prosperam.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 3","subtitle":"Inteligente","description":"<p>Usa commerce data em escala (dados de compra e inten\u00e7\u00e3o) gra\u00e7as \u00e0 intelig\u00eancia artificial (IA) desenvolvida para fins comerciais para:<\/p>\n<ul>\n<li>Ganhar insights sobre audi\u00eancias<\/li>\n<li>Melhorar a segmenta\u00e7\u00e3o online<\/li>\n<li>Entregar experi\u00eancias relevantes<\/li>\n<li>Conectar atividades online aos resultados online e offline<\/li>\n<\/ul>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 4","subtitle":"Full-funnel","description":"<p>Engaje audi\u00eancias em todos os pontos do funil, desde a descoberta at\u00e9 a considera\u00e7\u00e3o e a convers\u00e3o, e durante a aquisi\u00e7\u00e3o e reten\u00e7\u00e3o, gerando resultados mensur\u00e1veis em cada etapa.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 5","subtitle":"Para media owners tamb\u00e9m","description":"<p>A commerce media tamb\u00e9m \u00e9 o meio pelo qual os media owners (publishers e varejistas) podem enriquecer invent\u00e1rios e first-party data e empacot\u00e1-los para os anunciantes.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 6","subtitle":"Audience-first","description":"<p>Permite que os profissionais de marketing deixem de lado uma abordagem canal a canal e criem estrat\u00e9gias de publicidade com base em audi\u00eancias de alto valor em todos os canais, dispositivos e formatos.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 7","subtitle":"Mais relevante","description":"<p>Dados em larga escala e IA aumentam a relev\u00e2ncia do an\u00fancio, melhorando a performance e a experi\u00eancia do usu\u00e1rio.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 8","subtitle":"Mensur\u00e1vel","description":"<p>Entenda o impacto total dos esfor\u00e7os digitais e conecte cada campanha, mesmo aquelas para awareness e considera\u00e7\u00e3o, para implementar KPIs online e offline (como vendas, leads e visitas).<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Ponto-chave 9","subtitle":"Endere\u00e7\u00e1vel","description":"<p>Profissionais de marketing e m\u00eddia podem conectar first-party data para encontrar correspond\u00eancias e criar, escalar e ativar audi\u00eancias endere\u00e7\u00e1veis.<\/p>\n"}]},{"acf_fc_layout":"subtitle_with_menu_anchor","subtitle":"O que \u00e9 commerce data?","anchor_id":"what-is-commerce-data","menu_item_label":"O que \u00e9 commerce data?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Uma base de dados de compra e inten\u00e7\u00e3o que oferece insights sobre comportamentos e jornadas de consumidores e que pode ser usada para entregar resultados superiores. Inclui:<\/p>\n<ul>\n<li>Visualiza\u00e7\u00f5es de p\u00e1ginas e produtos<\/li>\n<li>Produtos adicionados ao carrinho<\/li>\n<li>Produtos comprados (online e offline)<\/li>\n<li>Cliques em an\u00fancios<\/li>\n<li>Dados contextuais de publishers, como URLs, categorias contextuais e palavras-chave<\/li>\n<li>Informa\u00e7\u00f5es de produtos, como categorias, SKUs, pre\u00e7os e descri\u00e7\u00f5es<\/li>\n<li>Identificadores, como emails com hash, n\u00fameros de telefone com hash e IDs de visitantes (por exemplo, IDs aleat\u00f3rios armazenados em first-party cookies)<\/li>\n<\/ul>\n"},{"acf_fc_layout":"key_points","points":[{"title":"Maior \u00e9 melhor","description":"Quanto maior a base de commerce data, mais insights voc\u00ea pode obter."},{"title":"First-party \u00e9 melhor","description":"Commerce data com base em first-party data ser\u00e1 vital para endere\u00e7abilidade e personaliza\u00e7\u00e3o continuadas."}]}]},{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Commerce data e profissionais de marketing<\/h4>\n<p>Todo profissional de marketing e m\u00eddia possui dados coletados de intera\u00e7\u00f5es dentro de suas propriedades (o que as pessoas olharam, o que compraram). Por\u00e9m, uma base de commerce data maior pode fornecer uma vis\u00e3o muito mais rica e mostrar o que mais os consumidores est\u00e3o procurando e comprando na internet aberta e offline.<\/p>\n<p>Commerce data combinado com IA <strong>aumenta a efici\u00eancia e a efic\u00e1cia da publicidade<\/strong>. Ele ajuda os profissionais de marketing a:<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":true,"media_type":"image","single_image":{"ID":16567,"id":16567,"title":"ch1-b","filename":"ch1-b.png","filesize":7397,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/ch1-b\/","alt":"","author":"18","description":"","caption":"","name":"ch1-b","status":"inherit","uploaded_to":16512,"date":"2022-08-12 12:03:10","modified":"2022-08-12 12:03:10","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-b-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"hh3sfgea5b","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemplo","subtitle":"Obter uma vis\u00e3o mais abrangente de suas audi\u00eancias que seus pr\u00f3prios dados n\u00e3o podem fornecer. Ao identificar padr\u00f5es de interesse e inten\u00e7\u00e3o, ajuda os profissionais de marketing a entender o que os consumidores desejam e prever o que eles provavelmente comprar\u00e3o em seguida.","description":"<p>O commerce data permite que voc\u00ea encontre mais pessoas in-market para seu sistema de som surround premium, identificando aquelas que compraram recentemente uma TV 4K UHD e um conjunto de m\u00f3veis de sala de estar.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemplo","subtitle":"Criar audi\u00eancias que est\u00e3o pesquisando produtos espec\u00edficos. ","description":"<p>Em vez de alcan\u00e7ar pessoas que gostam de caminh\u00f5es Ford ou um grupo demogr\u00e1fico que <strong>pode<\/strong>\u00a0estar interessado em caminh\u00f5es, alcance pessoas cujos sinais de inten\u00e7\u00e3o mostrem que est\u00e3o in-market para <strong>comprar<\/strong> um caminh\u00e3o Ford agora.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemplo","subtitle":"Saber quais produtos recomendar, qual criativo ter\u00e1 maior engajamento e qual bid definir com base na rela\u00e7\u00e3o valor-custo de cada impress\u00e3o.","description":"<p>Mostrar diferentes configura\u00e7\u00f5es de an\u00fancios e CPCs.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemplo","subtitle":"Expandir seus neg\u00f3cios e atrair novos clientes para sua marca e seus produtos.","description":"<p>Criar audi\u00eancias semelhantes (lookalike) a partir da maior base de commerce data e identificar categorias e dom\u00ednios contextuais que conduzir\u00e3o mais consumidores para seu site.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"","subtitle":"Medir a performance e otimizar campanhas em tempo real.","description":""}]},{"acf_fc_layout":"single_stat","stat":"4 em cada 10 ","description":"marcas confiam na m\u00eddia para acessar informa\u00e7\u00f5es dos clientes (por exemplo, first-party data dos parceiros), \u00e0s quais n\u00e3o tinham acesso anteriormente, e usam essas informa\u00e7\u00f5es para fornecer ofertas e mensagens mais relevantes e melhorar a performance de vendas online e offline<sup>1<\/sup>"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4>Commerce data e media owners<\/h4>\n<p>Commerce data e IA <strong>trazem mais receita<\/strong> para os media owners, ajudando-os a:<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":true,"media_type":"video","single_image":{"ID":16527,"id":16527,"title":"ch1-c-1","filename":"ch1-c-1.png","filesize":8153,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch1-c-1.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/ch1-c-1\/","alt":"","author":"18","description":"","caption":"","name":"ch1-c-1","status":"inherit","uploaded_to":16512,"date":"2022-08-12 11:58:00","modified":"2022-08-12 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first-party data com insights adicionais para oferecer mais op\u00e7\u00f5es de segmenta\u00e7\u00e3o de audi\u00eancias aos anunciantes.","description":"<p>Uma audi\u00eancia de consumidores de Bens Eletr\u00f4nicos que gasta na faixa de 30% dos pre\u00e7os mais altos em pa\u00edses em todo o mundo.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemplo","subtitle":"Personalizar o pr\u00f3prio conte\u00fado para os usu\u00e1rios e criar experi\u00eancias mais ricas no site, gerando visitantes recorrentes e aumentando a receita.","description":"<p>Apresentar eletr\u00f4nicos de \u00faltima gera\u00e7\u00e3o para essa mesma audi\u00eancia de Bens Eletr\u00f4nicos na p\u00e1gina inicial.<\/p>\n"}]},{"acf_fc_layout":"single_stat","stat":"73%","description":"dos media owners procuram otimizar a performance da m\u00eddia para gerar awareness e receita.<sup>1<\/sup>"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"subtitle_with_menu_anchor","subtitle":"Para onde foi o \u201ce\u201d?","anchor_id":"missing-e","menu_item_label":"Para onde foi o \u201ce\u201d?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Por que n\u00e3o \u00e9 &#8220;e-commerce media&#8221;?<\/p>\n<p>\u201cE-commerce\u201d tornou-se sin\u00f4nimo de varejo online. Por\u00e9m, <strong>\u201ccommerce\u201d vai al\u00e9m do varejo online e at\u00e9 mesmo do varejo em geral<\/strong>. O Oxford English Dictionary define \u201ccommerce\u201d como \u201catividades relacionadas a compra e venda de bens <strong><em>e servi\u00e7os<\/em><\/strong>\u201d. Commerce media tamb\u00e9m \u00e9 maior que o varejo e funciona para empresas n\u00e3o varejistas, como classificados, viagens e finan\u00e7as.<\/p>\n<p><strong>Aqui est\u00e1 um exemplo de como a commerce media pode funcionar para um agregador de viagens que deseja aumentar as reservas de viagens para a Europa: <\/strong><\/p>\n"}]},{"white_bg":false,"padded_left":true,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4><i>Aquisi\u00e7\u00e3o<\/i><\/h4>\n"},{"acf_fc_layout":"ad_example","example":[{"example_type":"container-tv","video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/offthegrid_video-1.mp4","gif":false,"description":"Conquiste viajantes in-market com f\u00e9rias para a 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com ofertas de fidelidade e t\u00e1ticas de engajamento vital\u00edcio"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4><i>Retail Media<\/i><\/h4>\n<p><em>Segmente consumidores que viram malas em sites de varejo com an\u00fancios de seus pacotes de viagem para a Europa.<\/em><\/p>\n<h4><i>Mensura\u00e7\u00e3o<\/i><\/h4>\n<p><i>Conecte o investimento em publicidade diretamente \u00e0s reservas.<\/i><\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>O com\u00e9rcio n\u00e3o acontece somente online.<\/h4>\n<p>Nossa pesquisa Shopper Story mostra que as lojas f\u00edsicas ainda s\u00e3o um atrativo t\u00e3o poderoso hoje quanto em 2019: Quase seis em cada dez consumidores esperam comprar nas lojas quando tiverem tempo.<sup>2<\/sup> Al\u00e9m disso, o que come\u00e7a online pode terminar em um local f\u00edsico e vice-versa. E cada vez mais, ambos acontecem ao mesmo tempo. Nossa pesquisa mostrou que mais da metade dos consumidores fazem compras pelo smartphone enquanto est\u00e3o dentro de uma loja, seja desse varejista ou do site de um concorrente.<sup>3<\/sup> A commerce media coloca a audi\u00eancia em primeiro lugar, facilitando a jornada omnichannel de acordo com o perfil do cliente e conectando o investimento em publicidade aos resultados onde quer que eles aconte\u00e7am (online ou offline).<\/p>\n"},{"acf_fc_layout":"numbers_block","title":"O que mudou \u00e9 a frequ\u00eancia com que as pessoas compram online enquanto est\u00e3o dentro de uma loja:","intro_column":[{"uppercase_label":"Click & Ship","number":"51%","description":"fazem compras pelo smartphone no site de um varejista enquanto est\u00e3o dentro da loja f\u00edsica desse varejista \u2014 mais de 38% em 2019."},{"uppercase_label":"Scan & Scram","number":"58%","description":"fazem compras pelo smartphone no site de um varejista enquanto est\u00e3o dentro da loja f\u00edsica de outro varejista \u2014 mais de 1,4 vez os 42% que fizeram isso em 2019."}],"body_subtitle":"A li\u00e7\u00e3o que aprendemos?","description":"A maioria dos consumidores ainda inclui as lojas como parte de seu processo de considera\u00e7\u00e3o, mas a competi\u00e7\u00e3o por onde eles acabam comprando est\u00e1 ficando mais acirrada."},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>O invent\u00e1rio de commerce media est\u00e1 em publishers na internet aberta, e tamb\u00e9m em varejistas e marketplaces.<\/h4>\n<p>Isso abre todos os tipos de oportunidades de aquisi\u00e7\u00e3o e reten\u00e7\u00e3o para todos os tipos de neg\u00f3cios. Por exemplo, alcan\u00e7ar novos clientes com <a href=\"https:\/\/www.criteo.com\/br\/solutions\/video-advertising\/\">an\u00fancios em v\u00eddeo<\/a> enquanto eles assistem a conte\u00fado por streaming, influenci\u00e1-los com <a href=\"https:\/\/www.criteo.com\/br\/solutions\/contextual-advertising\/\">an\u00fancios contextuais<\/a> enquanto eles leem um artigo relacionado, redirecion\u00e1-los depois que eles visitaram seu site ou o site de um parceiro varejista e reengaj\u00e1-los depois que eles se tornarem clientes.<\/p>\n"},{"acf_fc_layout":"subtitle_with_menu_anchor","subtitle":"Commerce media, retail media, performance marketing e brand marketing: qual a diferen\u00e7a?","anchor_id":"commerce-online","menu_item_label":"Qual a diferen\u00e7a?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Commerce media \u00e9 uma nova categoria e que, muitas vezes, vem com alguma confus\u00e3o. Alguns usam o termo de forma intercambi\u00e1vel com retail media. Outros a veem como a pr\u00f3xima evolu\u00e7\u00e3o da retail media. Outros ainda pensam que soa como performance marketing com um nome diferente. Vamos esclarecer as coisas.<\/p>\n<p>A commerce media pega o modelo de retail media e o expande. Ela inclui uma ampla rede de publishers em toda a internet aberta, al\u00e9m de varejistas. E permite que anunciantes n\u00e3o varejistas e n\u00e3o end\u00eamicos, al\u00e9m de anunciantes varejistas, usem commerce data e IA para engajar audi\u00eancias com mais efici\u00eancia nesses publishers e varejistas. Tamb\u00e9m inclui uma ampla variedade de formatos e canais para atender aos objetivos de full-funnel, desde an\u00fancios em v\u00eddeo e CTV at\u00e9 an\u00fancios de produtos contextuais e patrocinados. A commerce media re\u00fane tudo isso em um s\u00f3 lugar.<\/p>\n<p>&nbsp;<\/p>\n\n<table id=\"tablepress-1\" class=\"tablepress tablepress-id-1 tablepress-responsive tablepress-responsive-phone\">\n<thead>\n<tr class=\"row-1\">\n\t<td class=\"column-1\"><\/td><th class=\"column-2\"><b>Commerce Media<b><\/th><th class=\"column-3\"><b>Retail Media<\/b><\/th><th class=\"column-4\"><b>Performance Marketing<\/b><\/th><th class=\"column-5\"><b>Brand Marketing<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\"><b>Full-funnel<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> Pode ser usada para descoberta, convers\u00e3o e reten\u00e7\u00e3o.<\/td><td class=\"column-3\"><b>\u00c0s vezes.<\/b> Alguns provedores de retail media oferecem uma variedade de formatos de display que permitem que as marcas gerem awareness, impulsionem vendas no ponto de compra e redirecionem as audi\u00eancias do varejista.<\/td><td class=\"column-4\"><b>N\u00e3o.<\/b> Principalmente uma t\u00e1tica de fundo de funil focada em impulsionar e otimizar para convers\u00f5es.<\/td><td class=\"column-5\"><b>N\u00e3o.<\/b> Principalmente uma t\u00e1tica de fundo de funil focada em awareness e otimizar alcance e impress\u00f5es.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\"><b>First-party commerce data<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> First-party commerce data em escala \u00e9 a espinha dorsal da commerce media.<\/td><td class=\"column-3\"><b>Sim.<\/b> A escala dos dados \u00e9 menor que a da retail media, pois n\u00e3o inclui entradas de outros sites de publishers\/marcas.<\/td><td class=\"column-4\"><b>N\u00e3o.<\/b> Em geral, usa third-party cookies e dados comportamentais e n\u00e3o tem a escala de commerce data que a commerce media tem. Quaisquer first-party data usados s\u00e3o altamente dependentes da correspond\u00eancia de 3P cookies.<\/td><td class=\"column-5\"><b>N\u00e3o.<\/b> Em geral, usa third-party cookies e dados demogr\u00e1ficos e comportamentais.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\"><b>Variedade de formatos e canais (v\u00eddeo, CTV, display, contextual, produto patrocinado)<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> Todas essas op\u00e7\u00f5es s\u00e3o poss\u00edveis com a commerce media.<\/td><td class=\"column-3\"><b>\u00c0s vezes.<\/b> As plataformas de retail media que oferecem an\u00fancios offsite podem incluir alguns desses formatos, mas, em geral, n\u00e3o todos.<\/td><td class=\"column-4\"><b>N\u00e3o.<\/b> Produtos patrocinados n\u00e3o s\u00e3o uma op\u00e7\u00e3o aqui.<\/td><td class=\"column-5\"><b>N\u00e3o.<\/b> Produtos patrocinados n\u00e3o s\u00e3o uma op\u00e7\u00e3o aqui.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\"><b>Espa\u00e7o de an\u00fancio em publishers na internet aberta<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> A commerce media inclui an\u00fancios tanto em publishers quanto em varejistas.<\/td><td class=\"column-3\"><b>\u00c0s vezes.<\/b> Alguns provedores de retail media oferecem an\u00fancios offsite.<\/td><td class=\"column-4\"><b>Sim.<\/b><\/td><td class=\"column-5\"><b>Sim.<\/b><\/td>\n<\/tr>\n<tr class=\"row-6\">\n\t<td class=\"column-1\"><b>Funciona para anunciantes n\u00e3o varejistas<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> A commerce media funciona para varejo e outros neg\u00f3cios, como classificados, viagens e finan\u00e7as.<\/td><td class=\"column-3\"><b>N\u00e3o.<\/b> A retail media est\u00e1 focada em ajudar marcas que vendem produtos em varejistas.<\/td><td class=\"column-4\"><b>Sim.<\/b><\/td><td class=\"column-5\"><b>Sim.<\/b><\/td>\n<\/tr>\n<tr class=\"row-7\">\n\t<td class=\"column-1\"><b>Oferta e demanda conectados para medi\u00e7\u00e3o em circuito fechado<\/b><\/td><td class=\"column-2\"><b>Sim.<\/b> A commerce media conecta diretamente profissionais de marketing e m\u00eddia.<\/td><td class=\"column-3\"><b>Sim.<\/b> Os varejistas e os anunciantes das marcas est\u00e3o diretamente conectados por meio da retail media.<\/td><td class=\"column-4\"><b>N\u00e3o.<\/b><\/td><td class=\"column-5\"><b>N\u00e3o.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-1 from cache -->\n<p>&nbsp;<\/p>\n"}]}]}},{"section_title":"Por que est\u00e1 em alta?","section_anchor":"why-is-it-trending","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-2-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_2_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"image_with_description","image":{"ID":16588,"id":16588,"title":"retail_commerce_sales_worldwide-1","filename":"retail_commerce_sales_worldwide-1-1.svg","filesize":11786,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/retail_commerce_sales_worldwide-1-2\/","alt":"","author":"9","description":"","caption":"","name":"retail_commerce_sales_worldwide-1-2","status":"inherit","uploaded_to":16512,"date":"2022-08-17 15:16:46","modified":"2022-08-17 15:16:46","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":405,"height":466,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","thumbnail-width":405,"thumbnail-height":466,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","medium-width":405,"medium-height":466,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","medium_large-width":405,"medium_large-height":466,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","large-width":405,"large-height":466,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","1536x1536-width":405,"1536x1536-height":466,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","2048x2048-width":405,"2048x2048-height":466,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","success-story-width":405,"success-story-height":466,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","profile_24-width":405,"profile_24-height":466,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","profile_48-width":405,"profile_48-height":466,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","profile_96-width":405,"profile_96-height":466,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","profile_150-width":405,"profile_150-height":466,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/retail_commerce_sales_worldwide-1-1.svg","profile_300-width":405,"profile_300-height":466}},"description":"<p>Commerce media \u00e9 tend\u00eancia, e estas s\u00e3o apenas algumas das raz\u00f5es:<\/p>\n<p><strong>O e-commerce (ainda) est\u00e1 crescendo, e os consumidores ainda gostam de lojas f\u00edsicas:<\/strong> A pandemia de COVID-19 levou pessoas em todo o mundo a comprar pela internet, e os novos h\u00e1bitos online continuar\u00e3o ap\u00f3s a pandemia. At\u00e9 2025, prev\u00ea-se que o com\u00e9rcio eletr\u00f4nico mundial se aproxime de US$ 7 tri (mais que o dobro das vendas de 2019) e represente quase um quarto de todas as vendas no varejo (um aumento gigantesco em rela\u00e7\u00e3o ao share de 13,8% em 2019).<sup>4<\/sup><\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Ao mesmo tempo, nossa pesquisa mostra que cada vez mais consumidores est\u00e3o usando op\u00e7\u00f5es como BOPIS (compre online, retire na loja) e click &amp; collect (clique e retire) e que ainda valorizam muito a <a href=\"https:\/\/www.criteo.com\/br\/products\/omnichannel-retail\/\">experi\u00eancia presencial das lojas f\u00edsicas<\/a>: 4 em cada 10 n\u00e3o gostam de comprar, a menos que possam ver e tocar em itens em uma loja.<sup>5<\/sup><\/p>\n"},{"acf_fc_layout":"image_with_mobile_version","desktop_version":{"ID":16589,"id":16589,"title":"how_much_do_you_agree-1","filename":"how_much_do_you_agree-1-1.svg","filesize":76109,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_much_do_you_agree-1-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/how_much_do_you_agree-1-2\/","alt":"","author":"9","description":"","caption":"","name":"how_much_do_you_agree-1-2","status":"inherit","uploaded_to":16512,"date":"2022-08-17 15:17:05","modified":"2022-08-17 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<\/strong><a href=\"https:\/\/www.criteo.com\/br\/blog\/o-que-e-a-first-party-media-network\/\"><strong>estrat\u00e9gias de first-party data<\/strong><\/a><strong> \u00e9 obrigat\u00f3rio para varejistas e publishers: <\/strong>Por essa raz\u00e3o, os profissionais de marketing est\u00e3o focados em coletar e aumentar o volume de first-party data. Os publishers que se preparam para CPMs em decl\u00ednio, devido \u00e0 perda de third-party cookies, est\u00e3o expandindo suas estrat\u00e9gias de first-party data. Os varejistas tamb\u00e9m est\u00e3o explorando mais maneiras de monetizar seus valiosos ativos first-party. Conectar os profissionais de marketing aos media owners \u00e9 bom para todos.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":false,"quote":"\u201cA oportunidade para n\u00f3s no ecossistema p\u00f3s-third-party cookies \u00e9 que somos os propriet\u00e1rios de nossos dados. Somos os \u00fanicos que conhecemos e entendemos nossos usu\u00e1rios, que t\u00eam um relacionamento recorrente com base em first-party cookies.\u201d ","figcaption":"\u2014Stephanie Layser, Vice-presidente de Advertising Technology and Operations, News Corp.<sup>6<\/sup>"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p><strong>O trade marketing est\u00e1 mudando para o digital: <\/strong>O dinheiro das marcas est\u00e1 seguindo os consumidores online. 92% dos anunciantes de marcas da UE<sup>7<\/sup> e 76% dos EUA<sup>8<\/sup> dizem que seu crescimento depende da publicidade de retail media.<\/p>\n<p><strong>Os consumidores est\u00e3o recorrendo \u00e0 internet aberta mais do que nunca: <\/strong>Os consumidores n\u00e3o compram apenas na Amazon ou pesquisam no Google. Nossa pesquisa mostra que mais consumidores est\u00e3o iniciando as pesquisas de produtos em sites de varejo e marcas, que est\u00e3o superando os marketplaces online e os mecanismos de busca como primeiro ponto de contato.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"66%","description":"do tempo \u00e9 gasto na internet aberta<sup>9<\/sup>"},{"acf_fc_layout":"image_with_mobile_version","desktop_version":{"ID":16591,"id":16591,"title":"start_search-1","filename":"start_search-1.svg","filesize":142535,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/start_search-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/start_search-1\/","alt":"","author":"9","description":"","caption":"","name":"start_search-1","status":"inherit","uploaded_to":16512,"date":"2022-08-17 15:21:35","modified":"2022-08-17 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em cada 10 ","description":"(68% dos consumidores) confirmaram que, antes de comprar produtos importantes, ou produtos que nunca compraram, costumam ler artigos informativos na internet aberta.<sup>10<\/sup>"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p><strong>Novas fun\u00e7\u00f5es de Head of Commerce surgem nas ag\u00eancias: <\/strong>As pessoas nessas fun\u00e7\u00f5es est\u00e3o implementando uma abordagem de com\u00e9rcio 360\u00b0, supervisionando tudo, desde pesquisa e exibi\u00e7\u00e3o, at\u00e9 shopper marketing e retail media. Suas metas s\u00e3o quebrar silos e adotar uma abordagem baseada na audi\u00eancia, em vez de uma abordagem canal por canal ou varejista por varejista.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"69%","description":"dos profissionais de marketing e m\u00eddia disseram que a remo\u00e7\u00e3o de silos de canais era essencial para proteger seus esfor\u00e7os de marketing digital no futuro.<sup>1<\/sup>"}]}]}},{"section_title":"O ecossistema","section_anchor":"ecosystem","optional_section_classes":"pb-6","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-3-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_3_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>O ecossistema de commerce media \u00e9 composto de tr\u00eas players principais: profissionais de marketing, media owners e consumidores. Cada um desses players tem metas, desafios e necessidades espec\u00edficos.<\/p>\n<h3>Profissionais de marketing<\/h3>\n<p>Marcas, varejistas (mais especificamente, os profissionais de marketing de marca\/digital\/crescimento, bem como os planejadores e compradores de m\u00eddia) e as ag\u00eancias com as quais trabalham s\u00e3o o lado da demanda do ecossistema de commerce media. Querem ativar campanhas endere\u00e7\u00e1veis que possam impactar consumidores in-market, desde a descoberta at\u00e9 a compra, com foco em gerar e mensurar resultados em cada etapa.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":false,"media_type":"image","single_image":{"ID":16568,"id":16568,"title":"ch3-a","filename":"ch3-a.png","filesize":38778,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/ch3-a\/","alt":"","author":"18","description":"","caption":"","name":"ch3-a","status":"inherit","uploaded_to":16512,"date":"2022-08-12 12:03:13","modified":"2022-08-12 12:03:13","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch3-a-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"daajbaamp8","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os profissionais de marketing precisam: ","subtitle":"De commerce data e intelig\u00eancia artificial para entender melhor os consumidores. ","description":"<p>Trabalhando com uma imensa base de commerce data global, os profissionais de marketing podem identificar padr\u00f5es de interesse e inten\u00e7\u00e3o para enriquecer a segmenta\u00e7\u00e3o e personaliza\u00e7\u00e3o de audi\u00eancias. Quanto mais commerce data conseguirem obter, mais inteligentes ser\u00e3o suas campanhas.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os profissionais de marketing precisam: ","subtitle":"De solu\u00e7\u00f5es de publicidade baseadas em first-party data. ","description":"<p>Se e quando o Google desativar o suporte para third-party cookies, os first-party data ser\u00e3o o caminho a seguir. N\u00e3o \u00e9 f\u00e1cil ter uma quantidade suficiente de first-party data, especialmente no sistema atual em que muitas etapas de correspond\u00eancia e sincroniza\u00e7\u00e3o podem gerar perda de dados. Os profissionais de marketing precisar\u00e3o de solu\u00e7\u00f5es de commerce media que os ajudem a proteger e ativar first-party data para atender os objetivos de full-funnel.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os profissionais de marketing precisam: ","subtitle":"De op\u00e7\u00f5es al\u00e9m dos jardins murados para maior alcance e controle.  ","description":"<p>Em uma pesquisa que comissionamos \u00e0 Forrester Consulting, 80% dos entrevistados na Am\u00e9rica do Norte<sup>8<\/sup> e 77% na Uni\u00e3o Europeia<sup>7<\/sup> querem reduzir a depend\u00eancia em rela\u00e7\u00e3o aos jardins murados (walled gardens). Junte-se a isso o fato de que a maior parte do e-commerce global acontece fora da Amazon, e h\u00e1 uma necessidade premente para commerce media na internet aberta.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os profissionais de marketing precisam: ","subtitle":"Ter capacidade de vincular investimento em publicidade aos resultados. ","description":"<p>Qualquer que seja o objetivo (awareness, tr\u00e1fego, leads ou vendas), os profissionais de marketing precisam mensurar o impacto da publicidade digital enquanto os consumidores se movimentam pelo funil.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os profissionais de marketing precisam: ","subtitle":"Do menor n\u00famero poss\u00edvel de plataformas para simplificar o gerenciamento","description":"<p>A commerce media na Internet aberta \u00e9 ineficiente e requer o uso de v\u00e1rias plataformas, incluindo plataformas do lado da demanda (DSPs), plataformas do lado da oferta (SSPs) e plataformas de retail media.<\/p>\n"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Media Owners<\/h3>\n<p>Publishers, varejistas e marketplaces representam o lado da oferta do ecossistema de commerce media. 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","description":"<p>Para os varejistas, o stack tecnol\u00f3gico nem sempre d\u00e1 conta de assumir o papel do publisher, o que torna algo improdutivo para suas equipes internas. Da mesma forma, os publishers que desejam obter mais com seus pr\u00f3prios invent\u00e1rios precisam de commerce data externo e intelig\u00eancia artificial.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os media owners precisam:","subtitle":"Poder captar mais investimento publicit\u00e1rio. ","description":"<p>Um ecossistema de commerce media aut\u00f4nomo pode simplificar o processo e reduzir taxas que absorvem quase todo o lucro dos media owners hoje.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os media owners precisam:","subtitle":"De solu\u00e7\u00f5es para gerenciar coleta, direitos e ativa\u00e7\u00e3o de first-party data. ","description":"<p>Para criar dados de opt-in e privacy-safe, os publishers precisam de solu\u00e7\u00f5es de commerce media que possam ajud\u00e1-los a educar os consumidores, obter o consentimento deles e oferecer-lhes a op\u00e7\u00e3o de gerenciar prefer\u00eancias.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os media owners precisam:","subtitle":"De controle. ","description":"<p>Para assegurar relev\u00e2ncia, os media owners precisam ter controle sobre pre\u00e7o, conte\u00fado e acesso a dados.<\/p>\n"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Consumidores<\/h3>\n<p>Os consumidores s\u00e3o o cora\u00e7\u00e3o do ecossistema. S\u00e3o exatamente suas demandas por mais privacidade e controle que v\u00eam remodelando o setor de publicidade e sedimentando a categoria de commerce media nascente. Somente trabalhando juntos, os profissionais de marketing e m\u00eddia poder\u00e3o oferecer as experi\u00eancias que conquistar\u00e3o a confian\u00e7a e a fidelidade dos consumidores daqui para a frente.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":false,"media_type":"image","single_image":{"ID":16576,"id":16576,"title":"BR Slider Consumers -min","filename":"BR-Slider-Consumers-min.png","filesize":32434,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/br-slider-consumers-min\/","alt":"","author":"9","description":"","caption":"","name":"br-slider-consumers-min","status":"inherit","uploaded_to":16512,"date":"2022-08-17 14:44:25","modified":"2022-08-17 14:44:25","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":350,"height":309,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","medium_large-width":350,"medium_large-height":309,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","large-width":350,"large-height":309,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","1536x1536-width":350,"1536x1536-height":309,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","2048x2048-width":350,"2048x2048-height":309,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min.png","success-story-width":350,"success-story-height":309,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/BR-Slider-Consumers-min-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"a5jkpjaiqe","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os consumidores precisam:","subtitle":"Poder controlar o uso dos dados que eles concordam em compartilhar com os profissionais de marketing e m\u00eddia. ","description":"<p>Os consumidores precisam entender claramente a troca de valor existente entre consentir o uso de seus dados e poder gerenciar esse consentimento para fazer opt-in ou opt-out a qualquer momento.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os consumidores precisam:","subtitle":"De experi\u00eancias relevantes. ","description":"<p>A demanda por maior controle n\u00e3o significa que os consumidores n\u00e3o est\u00e3o mais interessados em experi\u00eancias relevantes. Os profissionais de marketing e m\u00eddia que conseguirem atender os consumidores no momento certo, com o conte\u00fado certo, ser\u00e3o premiados com maior engajamento.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Os consumidores precisam:","subtitle":"Continuar a acessar conte\u00fado digital de alta qualidade, descobrir novidades e ter liberdade de escolha. ","description":"<p>\u00c9 a publicidade que torna tudo isso poss\u00edvel hoje, garantindo os fundos que os media owners precisam para continuar a oferecer produtos e conte\u00fados originais e diversificados na internet aberta.<\/p>\n"}]}]}]}},{"section_title":"O estado atual","section_anchor":"current-state","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-4-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_4_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Hoje, a maior parte da commerce media na internet aberta \u00e9 fragmentada: plataformas DSP, SSP e de retail media operam separadamente.<\/p>\n"},{"acf_fc_layout":"image_with_description","image":{"ID":16592,"id":16592,"title":"how_many_platforms-1","filename":"how_many_platforms-1-1.svg","filesize":3908,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/how_many_platforms-1-2\/","alt":"","author":"9","description":"","caption":"","name":"how_many_platforms-1-2","status":"inherit","uploaded_to":16512,"date":"2022-08-17 15:22:37","modified":"2022-08-17 15:22:37","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":441,"height":373,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","thumbnail-width":441,"thumbnail-height":373,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","medium-width":441,"medium-height":373,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","medium_large-width":441,"medium_large-height":373,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","large-width":441,"large-height":373,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","1536x1536-width":441,"1536x1536-height":373,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","2048x2048-width":441,"2048x2048-height":373,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","success-story-width":441,"success-story-height":373,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","profile_24-width":441,"profile_24-height":373,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","profile_48-width":441,"profile_48-height":373,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","profile_96-width":441,"profile_96-height":373,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","profile_150-width":441,"profile_150-height":373,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/how_many_platforms-1-1.svg","profile_300-width":441,"profile_300-height":373}},"description":"<p><strong>De fato, o estudo conduzido pela Forrester Consulting em nome da Criteo descobriu que mais de 40% dos profissionais de marketing usam de 6 a 10 diferentes plataformas para a compra de m\u00eddia.<\/strong><\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>As solu\u00e7\u00f5es de endere\u00e7abilidade e gerenciamento de dados ainda s\u00e3o inst\u00e1veis, com diferentes corre\u00e7\u00f5es surgindo para garantir a privacidade de dados interoper\u00e1veis. H\u00e1 muito pela frente, e profissionais de marketing e m\u00eddia est\u00e3o ansiosos por solu\u00e7\u00f5es seguras para publicidade endere\u00e7\u00e1vel que gere resultados. Eles tamb\u00e9m querem maneiras mais simplificadas de fazer isso, usando menos plataformas.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":{"ID":16550,"id":16550,"title":"pic_Megan_Clarken-1","filename":"pic_Megan_Clarken-1.svg","filesize":678627,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/pic_megan_clarken-1\/","alt":"","author":"18","description":"","caption":"","name":"pic_megan_clarken-1","status":"inherit","uploaded_to":16512,"date":"2022-08-12 11:58:42","modified":"2022-08-12 11:58:42","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":104,"height":104,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","thumbnail-width":104,"thumbnail-height":104,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","medium-width":104,"medium-height":104,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","medium_large-width":104,"medium_large-height":104,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","large-width":104,"large-height":104,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","1536x1536-width":104,"1536x1536-height":104,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","2048x2048-width":104,"2048x2048-height":104,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","success-story-width":104,"success-story-height":104,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","profile_24-width":104,"profile_24-height":104,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","profile_48-width":104,"profile_48-height":104,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","profile_96-width":104,"profile_96-height":104,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","profile_150-width":104,"profile_150-height":104,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","profile_300-width":104,"profile_300-height":104}},"quote":"\u201cTudo isso \u00e9 muito dif\u00edcil para os profissionais de marketing entenderem \u2013 como usar first-party data, como encontrar novas audi\u00eancias, como contornar a deprecia\u00e7\u00e3o dos third-party cookies. Por isso, eles procuram fornecedores de tecnologia, como empresas de adtech, para ajud\u00e1-los.\u201d ","figcaption":"\u2014 Megan Clarken, CEO, Criteo"}]},{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"single_stat","stat":"81%","description":"dos profissionais de marketing e varejistas (assim como os media owners) dizem que uma das principais prioridades nos pr\u00f3ximos 12 meses \u00e9 implementar uma plataforma \u00fanica para gerenciar todos os investimentos e a performance de commerce media.<sup>1<\/sup>"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"image_with_description","image":{"ID":16593,"id":16593,"title":"organization_capabilities-1","filename":"organization_capabilities-1-1.svg","filesize":4012,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/organization_capabilities-1-2\/","alt":"","author":"9","description":"","caption":"","name":"organization_capabilities-1-2","status":"inherit","uploaded_to":16512,"date":"2022-08-17 15:23:05","modified":"2022-08-17 15:23:05","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":391,"height":333,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","thumbnail-width":391,"thumbnail-height":333,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","medium-width":391,"medium-height":333,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","medium_large-width":391,"medium_large-height":333,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","large-width":391,"large-height":333,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","1536x1536-width":391,"1536x1536-height":333,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","2048x2048-width":391,"2048x2048-height":333,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","success-story-width":391,"success-story-height":333,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","profile_24-width":391,"profile_24-height":333,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","profile_48-width":391,"profile_48-height":333,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","profile_96-width":391,"profile_96-height":333,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","profile_150-width":391,"profile_150-height":333,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/organization_capabilities-1-1.svg","profile_300-width":391,"profile_300-height":333}},"description":"<p>Os participantes da pesquisa tamb\u00e9m est\u00e3o procurando parceiros de commerce media para ajud\u00e1-los a otimizar a performance e dar agilidade. Quando a Forrester Consulting perguntou quais recursos eram mais valiosos ao selecionar um parceiro de neg\u00f3cios, 63% disseram a capacidade de comparar e otimizar a performance entre canais e varejistas e 59% disseram a capacidade de medir a performance e ajustar os custos da campanha em tempo real. Quase metade (47%) dos entrevistados tamb\u00e9m procura parceiros que possam fornecer acesso a uma grande quantidade de first-party data.<\/p>\n"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>O espa\u00e7o de commerce media est\u00e1 avan\u00e7ando rapidamente para atender a essas necessidades, tornando mais f\u00e1cil para os profissionais de marketing e m\u00eddia trabalharem juntos com efici\u00eancia.<\/p>\n<p>O objetivo \u00e9 conect\u00e1-los em um mercado aberto por meio de uma interface \u00fanica. Nesse mercado, os dados podem ser compartilhados para vincular identidade, criar e dimensionar audi\u00eancias endere\u00e7\u00e1veis e ativ\u00e1-los por meio de v\u00e1rios canais e formatos. A medi\u00e7\u00e3o e a otimiza\u00e7\u00e3o ser\u00e3o poss\u00edveis em todos os canais e varejistas em um s\u00f3 lugar, para uma vis\u00e3o verdadeiramente hol\u00edstica.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":{"ID":16552,"id":16552,"title":"pic_Todd_Parsons-1","filename":"pic_Todd_Parsons-1.svg","filesize":636981,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/pic_todd_parsons-1\/","alt":"","author":"18","description":"","caption":"","name":"pic_todd_parsons-1","status":"inherit","uploaded_to":16512,"date":"2022-08-12 11:58:43","modified":"2022-08-12 11:58:43","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/br\/wp-includes\/images\/media\/default.png","width":104,"height":104,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","thumbnail-width":104,"thumbnail-height":104,"medium":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","medium-width":104,"medium-height":104,"medium_large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","medium_large-width":104,"medium_large-height":104,"large":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","large-width":104,"large-height":104,"1536x1536":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","1536x1536-width":104,"1536x1536-height":104,"2048x2048":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","2048x2048-width":104,"2048x2048-height":104,"success-story":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","success-story-width":104,"success-story-height":104,"profile_24":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","profile_24-width":104,"profile_24-height":104,"profile_48":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","profile_48-width":104,"profile_48-height":104,"profile_96":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","profile_96-width":104,"profile_96-height":104,"profile_150":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","profile_150-width":104,"profile_150-height":104,"profile_300":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Todd_Parsons-1.svg","profile_300-width":104,"profile_300-height":104}},"quote":"\u201cAs empresas que permitem a publishers e anunciantes salvaguardar os direitos dos consumidores, e ao mesmo tempo conectar-se a first-party data no lado da compra e da venda, ir\u00e3o definir, sem d\u00favida alguma, o pr\u00f3prio cap\u00edtulo da publicidade personalizada.\u201d ","figcaption":"\u2014 Todd Parsons, Chief Product Officer, Criteo"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Cada player obt\u00e9m o que precisa para ter sucesso, de dados a tecnologias e conex\u00f5es, criando um sistema autossustent\u00e1vel e um c\u00edrculo virtuoso onde todos se beneficiam:<\/p>\n"},{"acf_fc_layout":"three_columns","columns":[{"description":"Os <strong>profissionais de marketing<\/strong> conseguem alcan\u00e7ar audi\u00eancia endere\u00e7\u00e1vel suficiente e resultados mensur\u00e1veis para continuar veiculando campanhas"},{"description":"Os <strong>media owners<\/strong> obt\u00eam receita de an\u00fancios para continuar a desenvolver\/melhorar o conte\u00fado para atrair audi\u00eancias "},{"description":"Os <strong>consumidores<\/strong> obt\u00eam experi\u00eancias mais ricas de profissionais de marketing e m\u00eddia confi\u00e1veis"}]}]}]}},{"section_title":"Por que voc\u00ea precisa disso agora","section_anchor":"why-you-need-it-now","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-5-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_5_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Prepare sua publicidade para o futuro.<\/h4>\n<p>Assuntos como privacidade, cookies, endere\u00e7abilidade e responsabilidade v\u00eam tirando o sono do setor de publicidade digital. Mais do que nunca os consumidores est\u00e3o online, mas a capacidade de oferecer experi\u00eancias personalizadas \u00e9 cada vez mais dif\u00edcil. A commerce media \u00e9 uma solu\u00e7\u00e3o para essas mudan\u00e7as profundas no setor, porque est\u00e1 enraizada em first-party data. First-party data \u00e9 o futuro da publicidade digital porque \u00e9 a chave para vincular a identidade de forma respons\u00e1vel entre os ambientes e criar um alcance de audi\u00eancia endere\u00e7\u00e1vel.<\/p>\n<p>Os profissionais de marketing que desejam alcan\u00e7ar uma audi\u00eancia grande o suficiente, se e quando os third-party cookies forem eliminados, precisam come\u00e7ar a aumentar o acesso a first-party data agora. A commerce media ajuda-os a conseguir isso de tr\u00eas maneiras:<\/p>\n"},{"acf_fc_layout":"ordered_stats","stat":[{"description":"Expande o alcance dos seus pr\u00f3prios first-party commerce data enriquecendo-os com uma base maior de first-party commerce data, que pode ser usada para criar novas audi\u00eancias."},{"description":"Aumenta a efic\u00e1cia da segmenta\u00e7\u00e3o e personaliza\u00e7\u00e3o para engajar audi\u00eancias de alta qualidade que ter\u00e3o maior probabilidade de optar por compartilhar dados, aumentando assim o pool de audi\u00eancias endere\u00e7\u00e1veis."},{"description":"Reduz a perda de dados que ocorre a partir das muitas etapas de correspond\u00eancia e sincroniza\u00e7\u00e3o que acontecem no sistema atual."}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Para os publishers, que enfrentar\u00e3o um rendimento decrescente quando o suporte para third-party cookies for encerrado, a retail media poder\u00e1 ajudar a compensar a diferen\u00e7a, fornecendo a tecnologia e os dados necess\u00e1rios para transformar seus pr\u00f3prios dados em uma oferta mais atraente para os anunciantes.<\/p>\n<p>Para os varejistas, a commerce media permite monetizar dados e audi\u00eancias sem precisar investir na constru\u00e7\u00e3o de suas pr\u00f3prias plataformas de retail media. Tamb\u00e9m fornece as ferramentas necess\u00e1rias para conquistar e converter consumidores. Isso significa que eles podem expandir seus neg\u00f3cios de publicidade e aumentar as vendas de produtos em um s\u00f3 lugar.<\/p>\n<p>Tanto para publishers quanto para varejistas, a commerce media oferece uma demanda maior daqueles que procuram alcan\u00e7ar audi\u00eancias na internet aberta. Combinar first-party data entre demanda e oferta tamb\u00e9m aumenta a capacidade de endere\u00e7abilidade de invent\u00e1rio, resultando em mais vendas.<\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Simplifique e feche o ciclo.<\/h3>\n<p>A commerce media resolve o desafio da fragmenta\u00e7\u00e3o, permitindo que profissionais de marketing e m\u00eddia simplifiquem o crescimento e usem menos tecnologia, em vez de mais.<\/p>\n<p>Ao conectar diretamente profissionais de marketing e m\u00eddia, a retail media facilita rastrear o impacto das campanhas digitais com KPIs (como vendas, leads, visitas), tanto online quanto offline. Essa capacidade de conectar o investimento em m\u00eddia aos dados reais de compra viabiliza a publicidade respons\u00e1vel para a qual os profissionais de marketing desejam transferir seus budgets.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"6 em cada 10 ","description":"profissionais de marketing e varejistas (como media owners) dizem que os principais benef\u00edcios de adotar uma abordagem de commerce media s\u00e3o uma melhor experi\u00eancia do cliente (63%), maior crescimento (65%) e maior lucratividade (61%).<sup>1<\/sup>"},{"acf_fc_layout":"boxes_with_stats","stats":[{"icon":{"ID":16555,"id":16555,"title":"chart-line-1","filename":"chart-line-1.svg","filesize":2052,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/chart-line-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/chart-line-1\/","alt":"","author":"18","description":"","caption":"","name":"chart-line-1","status":"inherit","uploaded_to":16512,"date":"2022-08-12 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lucratividade"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Coloque os consumidores em primeiro lugar.<\/h3>\n<p>Os consumidores querem que os direitos sobre seus dados sejam respeitados. Mas isso n\u00e3o significa que n\u00e3o est\u00e3o mais interessados em experi\u00eancias relevantes. A commerce media alimenta publicidade respons\u00e1vel e relevante. Por sua abordagem \u201caudience-first\u201d, a commerce media \u00e9 desenvolvida para atender \u00e0s necessidades dos consumidores e evoluir \u00e0 medida que eles evoluem.<br \/>\nOs consumidores tamb\u00e9m querem acessar diferentes conte\u00fados, produtos e servi\u00e7os. Por meio da commerce media, profissionais de marketing e m\u00eddia potencializam a publicidade que apoia a diversidade e a escolha na internet aberta.<\/p>\n<h3>Obtenha controle, transpar\u00eancia e equil\u00edbrio.<\/h3>\n<p>Enquanto os jardins murados se resguardam cada vez mais, op\u00e7\u00f5es que preservem o acesso e o controle do profissional de marketing em rela\u00e7\u00e3o aos first-party data s\u00e3o cruciais. A commerce media est\u00e1 na internet aberta, onde todos os players t\u00eam a liberdade de acessar e manter seus dados, usar os parceiros que quiserem, ditar pre\u00e7os e manter o controle sobre a experi\u00eancia do consumidor. \u00c9 uma forma de reduzir a depend\u00eancia dos jardins murados e construir uma estrat\u00e9gia mais equilibrada que atenda os consumidores em todos os lugares por onde navegam (e onde n\u00e3o haja muros bloqueando a vis\u00e3o da jornada de compra).<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":false,"quote":"\u201cConstruir, estabelecer e manter um relacionamento com os clientes (n\u00e3o apenas para uma \u00fanica convers\u00e3o, mas ao longo de sua vida com a marca) \u00e9 cada vez mais importante para todos os profissionais de marketing contempor\u00e2neos com quem trabalho. Quando a marca entender o cliente e cada etapa de sua jornada, e possuir os dados vinculados a isso, os jardins murados n\u00e3o existir\u00e3o como agora.\u201d Sean Peters, Chief Strategy Officer, Publicis Media11 <sup>11<\/sup>","figcaption":"\u2014 Sean Peters, Chief Strategy Officer, Publicis Media"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Benef\u00edcios da commerce media<\/h3>\n\n<table id=\"tablepress-2\" class=\"tablepress tablepress-id-2 tablepress-responsive tablepress-responsive-phone\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\"><b>Profissionais de marketing<\/b><\/th><th class=\"column-2\"><b>Media owners<\/b><\/th><th class=\"column-3\"><b>Consumidores<\/b><\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">Alcan\u00e7am endere\u00e7abilidade escal\u00e1vel, com audi\u00eancias e personaliza\u00e7\u00e3o alimentadas por first-party data. <\/td><td class=\"column-2\">Ganham mais receita publicit\u00e1ria ao monetizar dados, audi\u00eancias pr\u00f3prias e first-party data.<\/td><td class=\"column-3\">Veem an\u00fancios apenas de produtos\/servi\u00e7os em que demonstraram interesse ativamente e apenas de anunciantes aos quais deram consentimento.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">Reduzem o desperd\u00edcio e aumentam o engajamento e a convers\u00e3o concentrando-se em audi\u00eancias in-market e aproveitando insights comerciais profundos.<\/td><td class=\"column-2\">Geram visitantes recorrentes e aumentam as vendas usando commerce data para personalizar conte\u00fado para os usu\u00e1rios.<\/td><td class=\"column-3\">Desfrutam de experi\u00eancias e an\u00fancios mais relevantes no site.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">Reduzem o n\u00famero de plataformas em uso.<\/td><td class=\"column-2\">Aumentam a endere\u00e7abilidade do invent\u00e1rio conectando first-party data em todo o ecossistema. <\/td><td class=\"column-3\">Continuam a desfrutar da diversidade de conte\u00fado e escolha que a internet aberta oferece.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Alcan\u00e7am consumidores na internet aberta, onde eles passam 66% do tempo e onde os profissionais de marketing t\u00eam total controle e transpar\u00eancia.<\/td><td class=\"column-2\">Obt\u00eam uma conex\u00e3o direta com profissionais de marketing que buscam audi\u00eancias endere\u00e7\u00e1veis e mant\u00eam o controle de acesso a dados, pre\u00e7os e experi\u00eancia no site.<\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-2 from cache -->\n"}]}]}},{"section_title":"Commerce Media Platform","section_anchor":"commerce-media-platform","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/09\/Header-6-PORTUGUESE-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/Header_6_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>A Criteo est\u00e1 usando o acesso a first-party data para construir um mercado aberto para profissionais de marketing e m\u00eddia que permitir\u00e1 publicidade endere\u00e7\u00e1vel e respons\u00e1vel para o futuro. N\u00f3s somos algumas das poucas plataformas com ativos significativos em ambos os lados do ecossistema para fornecer essas conex\u00f5es e oper\u00e1-las em escala.<\/p>\n<p>A <a href=\"https:\/\/www.criteo.com\/br\/platform\/commerce-media-platform\/\">Commerce Media Platform da Criteo<\/a> \u00e9 onde profissionais de marketing e m\u00eddia podem transformar a maior base de commerce data aberta do mundo em publicidade endere\u00e7\u00e1vel de alta performance. Com nossa First-Party Media Network e intelig\u00eancia artificial focada em com\u00e9rcio, podemos oferecer audi\u00eancias exclusivas e eficazes com as melhores ferramentas para ativ\u00e1-las, para entregar experi\u00eancias mais ricas aos consumidores na internet aberta.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":false,"example_slider":false,"media_type":"image","single_image":false,"single_wistia_video_id":"","slides":[{"media_type":"image","image":{"ID":16571,"id":16571,"title":"ch6-a","filename":"ch6-a.png","filesize":8568,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/ch6-a.png","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/ch6-a\/","alt":"","author":"18","description":"","caption":"","name":"ch6-a","status":"inherit","uploaded_to":16512,"date":"2022-08-12 12:03:22","modified":"2022-08-12 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all-in-one<\/h4>\n<p>Planeje, compre, personalize, avalie e monetize \u2014 tudo em uma s\u00f3 plataforma.<\/p>\n<ul>\n<li>Diferentes audi\u00eancias, formatos de an\u00fancio e op\u00e7\u00f5es de compra de m\u00eddia.<\/li>\n<li>Me\u00e7a e otimize campanhas em todo o funil.<\/li>\n<li>Mantenha dados completos e controle de invent\u00e1rio.<\/li>\n<\/ul>\n"}]}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"blockquote","larger_quote":true,"pic":{"ID":16550,"id":16550,"title":"pic_Megan_Clarken-1","filename":"pic_Megan_Clarken-1.svg","filesize":678627,"url":"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/08\/pic_Megan_Clarken-1.svg","link":"https:\/\/www.criteo.com\/br\/ultimate-guide-commerce-media\/pic_megan_clarken-1\/","alt":"","author":"18","description":"","caption":"","name":"pic_megan_clarken-1","status":"inherit","uploaded_to":16512,"date":"2022-08-12 11:58:42","modified":"2022-08-12 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futuro, gostaria de poder dizer que a internet aberta est\u00e1 viva e vibrante. E que os consumidores a curtem bastante por causa da contribui\u00e7\u00e3o da Criteo para torn\u00e1-la realidade. Onde novos neg\u00f3cios podem surgir e prosperar e onde a inova\u00e7\u00e3o pode estar no centro, e onde a publicidade pode pagar para que mais e mais experi\u00eancias cheguem \u00e0 internet aberta. Um ambiente verdadeiramente vibrante para todos \u2014 essa \u00e9 a nossa promessa.\u201d ","figcaption":"\u2014 Megan Clarken, CEO, Criteo"}]}]}}],"footer_title":"Fontes","sources":"<p><sup id=\"sup-1\">1<\/sup> Fonte: Estudo comissionado pela Criteo \u00e0 Forrester Consulting, setembro de 2021.<\/p>\n<p><sup id=\"sup-2\">2 <\/sup>Fonte: Criteo Shopper Story, Global (Austr\u00e1lia, Fran\u00e7a, Alemanha, Jap\u00e3o, Coreia do Sul, Reino Unido, EUA), agosto-novembro de 2021, N=6794 \/ julho-outubro de 2019, N=6346.<\/p>\n<p><sup id=\"sup-3\">3 <\/sup>Fonte: Criteo Shopper Story, Global (Austr\u00e1lia, Fran\u00e7a, Alemanha, Jap\u00e3o, Coreia do Sul, Reino Unido, EUA), agosto-novembro de 2021, N=7282 \/ julho-outubro de 2019, N=7102.<\/p>\n<p><sup id=\"sup-4\">4<\/sup> Fonte: <a href=\"https:\/\/www.emarketer.com\/content\/worldwide-ecommerce-continues-double-digit-growth-following-pandemic-push-online\" target=\"_blank\" rel=\"noopener\">https:\/\/www.emarketer.com\/content\/worldwide-ecommerce-continues-double-digit-growth-following-pandemic-push-online<\/a><\/p>\n<p><sup id=\"sup-5\">5 <\/sup>Fonte: Criteo Shopper Story, Global (Austr\u00e1lia, Fran\u00e7a, Alemanha, Jap\u00e3o, Coreia do Sul, Reino Unido, EUA), agosto-novembro de 2021, N=6794 \/ julho-outubro de 2019, N=6346.<\/p>\n<p><sup id=\"sup-6\">6 <\/sup>Fonte: \u201cPublisher Ad Monetization After the Third-Party Cookie\u201d, Insider Intelligence\/eMarketer, Audrey Schomer, mar\u00e7o de 2021.<\/p>\n<p><sup id=\"sup-7\">7 <\/sup>Fonte: Estudo comissionado pela Criteo \u00e0 Forrester Consulting, agosto de 2020 Base: 109 tomadores de decis\u00e3o da UE para publicidade tradicional ou digital e\/ou publicidade de loja f\u00edsica, shopper marketing, trade marketing.<\/p>\n<p><sup id=\"sup-8\">8<\/sup> Fonte: Estudo comissionado pela Criteo \u00e0 Forrester Consulting, julho de 2020 Base: 115 tomadores de decis\u00e3o da Am\u00e9rica do Norte para publicidade tradicional ou digital e\/ou publicidade de loja f\u00edsica, shopper marketing e trade marketing.<\/p>\n<p><sup id=\"sup-9\">9 <\/sup>Fonte: The Harris Poll e OpenX, \u201cThe open web vs. the walled garden\u201d, 2020.<\/p>\n<p><sup id=\"sup-10\">10 <\/sup>Fonte: Criteo Consumer Sentiment Index, Global (Austr\u00e1lia, Fran\u00e7a, Alemanha, \u00cdndia, It\u00e1lia, Jap\u00e3o, Coreia do Sul, Espanha, Reino Unido, EUA), novembro de 2021, N=3805.<\/p>\n<p><sup id=\"sup-11\">11<\/sup> Fonte: <a href=\"https:\/\/www.epsilon.com\/us\/blog\/core-content\/pros-cons-walled-gardens-advertising\">https:\/\/www.epsilon.com\/us\/blog\/core-content\/pros-cons-walled-gardens-advertising<\/a><\/p>\n","additional_code":"","bevel":"peach-grapes","bevel_reversed":false,"side_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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