{"id":16340,"date":"2021-06-17T20:51:59","date_gmt":"2021-06-17T20:51:59","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=16340"},"modified":"2024-09-10T19:50:57","modified_gmt":"2024-09-10T19:50:57","slug":"what-is-the-first-party-media-network","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/what-is-the-first-party-media-network\/","title":{"rendered":"O que \u00e9 a First-Party Media Network?"},"content":{"rendered":"<p>A evolu\u00e7\u00e3o da m\u00eddia est\u00e1 totalmente ligada \u00e0s mudan\u00e7as sociais e tecnol\u00f3gicas que a precederam ou a cercam. A imprensa de Gutenberg deu origem aos jornais di\u00e1rios. A prosperidade p\u00f3s-Segunda Guerra Mundial alimentou a explos\u00e3o da TV. A internet deu origem ao primeiro an\u00fancio de banner online. Hoje, s\u00e3o os consumidores que est\u00e3o estimulando a pr\u00f3xima evolu\u00e7\u00e3o da m\u00eddia online.<\/p>\n<p>Depois de muito tempo sem voz ativa para questionar como seus dados s\u00e3o usados e quais an\u00fancios eles veem, os consumidores ganharam for\u00e7a. Eles querem controle, escolha e transpar\u00eancia. Regulamentos como GDPR e CCPA, a Apple solicitando o opt-in dos usu\u00e1rios e o Google eliminando third-party cookies s\u00e3o respostas a essa demanda por mais privacidade.<\/p>\n<p>Essa demanda por maior controle n\u00e3o significa que os consumidores n\u00e3o est\u00e3o mais interessados em experi\u00eancias relevantes. Equilibrar essas necessidades em um mundo sem cookies, e ao mesmo tempo continuar a gerar receita, passou a ser a principal preocupa\u00e7\u00e3o para profissionais de marketing e m\u00eddia. \u00c9 por isso que os first-party data se tornaram a chave para o futuro da publicidade segmentada, personalizada e orientada para performance.<\/p>\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. Ao mesmo tempo, os media owners precisam de solu\u00e7\u00f5es que os ajudem a gerenciar a coleta, os direitos e a ativa\u00e7\u00e3o dos first-party data.<\/p>\n<p>Agora e quando os third-party\u00a0cookies desaparecerem, ambas as partes precisam:<\/p>\n<ul>\n<li>De um alto volume de first-party (1P) data de alta qualidade<\/li>\n<li>Garantir dados em conformidade com a privacidade<\/li>\n<li>De maneiras de transformar dados em publicidade impactante<\/li>\n<\/ul>\n<p>A First-Party Media Network da Criteo \u00e9 a solu\u00e7\u00e3o para todas as demandas acima.<\/p>\n<h3><strong>O que \u00e9 a First-Party Media Network?<\/strong><\/h3>\n<p>A First-Party Media Network \u00e9 um sistema integrado de commerce data e intelig\u00eancia artificial que permite aos profissionais de marketing e m\u00eddia conectar, enriquecer e ativar first-party data para viabilizar publicidade segmentada, personalizada e escal\u00e1vel, bem como experi\u00eancias que beneficiam a todos, incluindo os consumidores.<\/p>\n<p>Em termos simples, fica mais f\u00e1cil para profissionais de marketing e m\u00eddia:<\/p>\n<ul>\n<li><strong>Integrar e compartilhar first-party data.<\/strong>\u00a0Os profissionais de marketing podem maximizar o alcance e a efic\u00e1cia da publicidade endere\u00e7\u00e1vel, e os media owners podem aumentar a monetiza\u00e7\u00e3o do invent\u00e1rio.<\/li>\n<li><strong>Enriquecer first-party data com insights da nossa imensa base de commerce data.<\/strong> Vemos US$ 900 bilh\u00f5es em transa\u00e7\u00f5es de commerce data todos os dias na nossa network de clientes, valor que ultrapassa at\u00e9 mesmo o da Amazon. Esses dados fornecem uma vis\u00e3o mais abrangente das jornadas dos consumidores, para an\u00fancios e experi\u00eancias mais relevantes no site.<\/li>\n<li><strong>Ativar first-party data para alavancar resultados.<\/strong><strong>\u00a0<\/strong>Crie audi\u00eancias e lance campanhas para os diferentes objetivos dos profissionais de marketing e m\u00eddia.<\/li>\n<\/ul>\n<h3><strong>Quais s\u00e3o os benef\u00edcios?<\/strong><\/h3>\n<h5><strong>Coletar e conectar mais first-party data<\/strong><\/h5>\n<p><strong>\u00a0<\/strong>Os profissionais de marketing e m\u00eddia podem enriquecer e expandir o acesso \u00e0s respectivas bases de first-party data com ferramentas que ajudam a criar di\u00e1logos significativos com os clientes.<\/p>\n<h5><strong>Garantir conformidade com a privacidade<\/strong><\/h5>\n<p>A promessa de privacidade (Privacy Promise) da Criteo assegura que n\u00f3s nunca armazenamos informa\u00e7\u00f5es de identifica\u00e7\u00e3o direta dos consumidores. Todos os dados em nossa First-Party Media Network seguem os mais altos padr\u00f5es de privacidade, incluindo GDPR e CCPA.\u200b<\/p>\n<h5><strong>Ter maior controle<\/strong><\/h5>\n<p>Os profissionais de marketing e m\u00eddia t\u00eam controle total para gerenciar o uso dos dados dentro da nossa network. Os consumidores t\u00eam transpar\u00eancia e controle sobre as prefer\u00eancias de dados.\u202f\u200b<\/p>\n<h5><strong>Unificar e criar<\/strong><\/h5>\n<p>Os profissionais de marketing podem criar audi\u00eancias e alcan\u00e7\u00e1-las usando uma variedade de canais e formatos de an\u00fancio. Os media owners podem monetizar dados de audi\u00eancia e espa\u00e7o publicit\u00e1rio e criar experi\u00eancias mais relevantes no site.<\/p>\n<h3><strong>Como funciona?<\/strong><\/h3>\n<h3 style=\"text-align: center;\"><strong>Commerce Media Platform<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-16344\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/Commerce-Media-Platform-BR-min.png\" alt=\"\" width=\"1000\" height=\"486\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/Commerce-Media-Platform-BR-min.png 1000w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/Commerce-Media-Platform-BR-min-300x146.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/Commerce-Media-Platform-BR-min-768x373.png 768w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2022\/07\/Commerce-Media-Platform-BR-min-630x306.png 630w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Os profissionais de marketing e m\u00eddia integram os first-party data na nossa network atrav\u00e9s de uma integra\u00e7\u00e3o direta ou com parceiros, ou adicionando um pixel ao respectivo site.<\/li>\n<li>Os dados s\u00e3o ent\u00e3o unificados em nosso Identity Graph (parte da maior base de commerce data do mundo) para encontrar correspond\u00eancias e criar perfis de consumidores.\u00a0O fornecedor dos dados pode escolher como (e com quem) os respectivos dados s\u00e3o compartilhados dentro da nossa network.<\/li>\n<li>Em seguida, enriquecemos os dados com US$ 900 bilh\u00f5es de nossos first-party commerce data e com os padr\u00f5es resultantes de comportamentos e sinais de inten\u00e7\u00e3o identificados pelo nosso AI Engine, para um entendimento mais profundo do consumidor total.<\/li>\n<li>Por fim, os dados s\u00e3o ativados com a cria\u00e7\u00e3o de diversos tipos de audi\u00eancia, canais e formatos de an\u00fancio.<\/li>\n<\/ol>\n<h3><strong>Recursos e resultados da First-Party Media Network<\/strong><\/h3>\n<p>Nossa combina\u00e7\u00e3o exclusiva de commerce data e Intelig\u00eancia Artificial, e nossa posi\u00e7\u00e3o privilegiada tanto no lado da demanda quanto no lado da oferta, tornam a First-Party Media Network uma solu\u00e7\u00e3o \u00fanica. Veja as vantagens que s\u00f3 a Criteo pode oferecer:<\/p>\n<p><strong>Shopper Graph<\/strong>:\u00a0A maior base de commerce data do mundo na internet aberta:<\/p>\n<ul>\n<li>650 milh\u00f5es de usu\u00e1rios ativos por dia<\/li>\n<li>2 bilh\u00f5es de usu\u00e1rios ativos por m\u00eas<\/li>\n<li>4 bilh\u00f5es de SKUs de produtos e milhares de categorias de produtos<\/li>\n<li>+100 mercados globais<\/li>\n<\/ul>\n<p><strong>Buyer Index:<\/strong><strong>\u00a0<\/strong>O toolset de planejamento e ativa\u00e7\u00e3o de audi\u00eancias que transforma os dados do nosso Shopper Graph em segmentos de audi\u00eancias e personaliza\u00e7\u00e3o simples e f\u00e1ceis de usar com base em qualquer combina\u00e7\u00e3o de identificadores.<\/p>\n<p><strong>Alcance de first-party totalmente compat\u00edvel com a privacidade<\/strong>:<\/p>\n<ul>\n<li>+20.000 varejistas e marcas<\/li>\n<li>5.000 parcerias diretas com publishers<\/li>\n<li>+100 dos grandes varejistas do mundo<\/li>\n<\/ul>\n<p><strong>Criteo AI Engine:<\/strong>\u00a0Nossa tecnologia entende jornadas de compra e turbina bids preditivos, recomenda\u00e7\u00f5es de produtos e otimiza\u00e7\u00e3o din\u00e2mica de criativos.<\/p>\n<p><strong>Lado da demanda e da oferta:<\/strong>\u00a0\u00a0Como uma das poucas plataformas com ativos significativos tanto do lado da demanda quanto da oferta, n\u00f3s podemos remover etapas no atual processo que gera perda de dados e de receita para profissionais de marketing e m\u00eddia.<\/p>\n<p><strong>Tradi\u00e7\u00e3o em performance:<\/strong><strong>\u00a0<\/strong>Estamos no setor h\u00e1 muito tempo. Conhecemos os consumidores e suas jornadas melhor do que qualquer outro concorrente. E sabemos como entregar resultados em cada etapa.<\/p>\n<h3><strong>Prepare-se para o futuro com a First-Party Media Network<\/strong><\/h3>\n<p>A publicidade est\u00e1 evoluindo. A First-Party Media Network garante que profissionais de marketing e m\u00eddia possam cumprir a promessa de um sistema reequilibrado onde todos ganham, incluindo os consumidores.<\/p>\n<p><a href=\"https:\/\/www.criteo.com\/br\/blog\/o-que-a-noticia-do-google-significa-para-o-futuro-da-publicidade-personalizada\/\">Confira<\/a> mais insights sobre nossa First-Party Media Network com Todd Parsons, Chief Product Officer da Criteo.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A evolu\u00e7\u00e3o da m\u00eddia est\u00e1 totalmente ligada \u00e0s mudan\u00e7as sociais e tecnol\u00f3gicas que a precederam ou a cercam. A imprensa de Gutenberg deu origem aos jornais di\u00e1rios. A prosperidade p\u00f3s-Segunda Guerra Mundial alimentou a explos\u00e3o da TV. A internet deu origem ao primeiro an\u00fancio de banner online. Hoje, s\u00e3o os consumidores que est\u00e3o estimulando a [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":16343,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[732],"coauthors":[622],"class_list":{"0":"post-16340","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>O que \u00e9 a First-Party Media Network? | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Profissionais de marketing e m\u00eddia podem conectar, enriquecer e ativar first-party data com a First-Party Media Network da Criteo.\" 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