{"id":18233,"date":"2024-05-06T16:01:35","date_gmt":"2024-05-06T16:01:35","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=18233"},"modified":"2025-12-01T16:50:19","modified_gmt":"2025-12-01T16:50:19","slug":"what-brands-retailers-and-publishers-have-to-say-about-the-cookieless-future","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/what-brands-retailers-and-publishers-have-to-say-about-the-cookieless-future\/","title":{"rendered":"O que marcas, varejistas e publishers t\u00eam a dizer sobre o futuro sem cookies"},"content":{"rendered":"

Em janeiro, o Google desativou third-party cookies de 1% do tr\u00e1fego do Chrome. Como o Google Chrome representa 63% do tr\u00e1fego da internet aberta, isso traz um senso de urg\u00eancia ao marketplace para buscar alternativas vi\u00e1veis aos third-party cookies.<\/p>\n

\u00c9 importante observar que a desativa\u00e7\u00e3o total dos third-party cookies no Chrome depende de um\u00a0per\u00edodo de teste\u00a0de 5 meses, al\u00e9m de uma avalia\u00e7\u00e3o dos resultados dos testes pela Autoridade de Concorr\u00eancia e Mercados (CMA) do Reino Unido. Nenhuma desativa\u00e7\u00e3o adicional ocorrer\u00e1 sem a aprova\u00e7\u00e3o da CMA, e o cronograma est\u00e1 sujeito a altera\u00e7\u00f5es com base em sua decis\u00e3o.<\/p>\n

Deixando de lado os resultados dos testes, \u00e0 medida que nos aproximamos deste marco e do potencial de um novo modus operandi para a publicidade digital, quer\u00edamos entender melhor o n\u00edvel de prepara\u00e7\u00e3o em todo o ecossistema. Para isso, entrevistamos mais de 1.000 l\u00edderes de marcas, varejistas e publishers nos EUA, na Europa e no Nordeste da \u00c1sia. Veja o que descobrimos.<\/p>\n

Os despreparados s\u00e3o minoria<\/strong><\/h2>\n

Todos os players est\u00e3o preparados para a desativa\u00e7\u00e3o dos third-party cookies no Chrome em algum grau. 76% das marcas e 68% dos varejistas, em n\u00edvel global, afirmam estar de certa forma ou extremamente prontos. As marcas e os varejistas dos EUA mostraram os n\u00edveis mais elevados de prepara\u00e7\u00e3o (83% e 74% disseram estar de certa forma ou extremamente preparados, respetivamente), seguidos de perto pela Europa. Os publishers, que ser\u00e3o os mais impactados, sentem-se menos preparados: 47% consideram-se “neutros” ou “n\u00e3o tem certeza” quanto ao grau de prepara\u00e7\u00e3o, e 15% afirmam estar “um pouco despreparados”.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Est\u00e1 na minoria? Saiba como se preparar em\u00a0addressability.<\/a>.<\/p>\n

Mais marcas precisam adotar um mix de solu\u00e7\u00f5es alternativas para se preparem para o futuro da publicidade<\/strong><\/h2>\n

Embora a maioria das marcas diga que est\u00e1 preparada para a desativa\u00e7\u00e3o dos cookies, os resultados da nossa pesquisa mostraram que apenas metade, em n\u00edvel global, vem adotando uma abordagem diversificada: 51% afirmaram que planejam investir em um mix de solu\u00e7\u00f5es quando os third-party cookies forem descontinuados. Aquelas que priorizam\u00a0um mix de solu\u00e7\u00f5es de addressability\u00a0tendem a se posicionar melhor em termos de escala e performance.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Os varejistas est\u00e3o priorizando a monetiza\u00e7\u00e3o offsite apesar da desativa\u00e7\u00e3o dos cookies<\/strong><\/h2>\n

Os varejistas que oferecem retail media provavelmente ver\u00e3o um crescimento onsite no mundo p\u00f3s-cookies, gra\u00e7as ao poder de seus first-party data e invent\u00e1rios pr\u00f3prios. No entanto, a monetiza\u00e7\u00e3o offsite (engajar audi\u00eancias do varejista na web aberta) poder\u00e1 ser impactada pela desativa\u00e7\u00e3o dos third-party cookies.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Embora a maioria dos varejistas esteja um tanto preocupada com o efeito da desativa\u00e7\u00e3o dos cookies em termos de escalar a monetiza\u00e7\u00e3o na web aberta, isso n\u00e3o os impede de avan\u00e7ar com a retail media offsite. Metade planeja oferecer o offsite para ajudar a alcan\u00e7ar os objetivos de 2024, e metade tamb\u00e9m acredita que ser\u00e1 uma \u00e1rea-chave de crescimento para a retail media. Maximizar a cobertura e a performance desse fluxo de receita adicional para os varejistas depender\u00e1 de encontrar o mix certo de solu\u00e7\u00f5es de addressability.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Os publishers est\u00e3o redobrando os esfor\u00e7os em first-party cookies e diversificando fluxos de receita<\/strong><\/h2>\n

Os publishers sentir\u00e3o mais intensamente os efeitos da desativa\u00e7\u00e3o dos cookies, mas est\u00e3o priorizando first-party cookies e novos fluxos de receita para mitigar o impacto.<\/p>\n

Os publishers entendem o valor de uma estrat\u00e9gia de first-party cookies, especialmente com a tecnologia sem cookies no horizonte. A maior parcela selecionou \u201ccoleta de first-party data\u201d como solu\u00e7\u00e3o de addressability. Mais de um ter\u00e7o nos EUA e\u00a0um quarto globalmente tamb\u00e9m planejam oferecer suporte ao Google Privacy Sandbox e \u00e0 especifica\u00e7\u00e3o\u00a0Seller-Defined Audiences (SDA),\u00a0que apresenta outra maneira para os publishers maximizar suas estrat\u00e9gias de first-party data.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

Do ponto de vista da monetiza\u00e7\u00e3o, mais de quatro em cada dez publishers em todo o mundo j\u00e1 est\u00e3o ganhando com assinaturas. Mais de um ter\u00e7o dos publishers em todo o mundo est\u00e3o monetizando por meio de vendas de produtos, como formatos compr\u00e1veis, e um quarto por meio de extens\u00e3o de audi\u00eancias\/monetiza\u00e7\u00e3o de dados.<\/p>\n

\"\"<\/p>\n

 <\/p>\n

A web aberta continuar\u00e1 a ser determinante para escala e alcance<\/strong><\/h2>\n

Uma\u00a0parcela significativa de marcas e ag\u00eancias confirmou que os esfor\u00e7os focados na web aberta ser\u00e3o sustent\u00e1veis.\u00a037%<\/strong>\u00a0das marcas e ag\u00eancias em todo o mundo dizem que investir\u00e3o mais na web aberta do que no passado, mesmo com a elimina\u00e7\u00e3o gradual do suporte aos third-party cookies. Quase metade (47%) investir\u00e1 o mesmo.<\/p>\n

E faz sentido: combinar commerce data com invent\u00e1rio da web aberta ser\u00e1 fundamental para os anunciantes que buscam alcan\u00e7ar escala e alcance cross-channel no futuro endere\u00e7\u00e1vel, ao mesmo tempo em que criam novos indutores de receita para publishers.<\/p>\n

\"\"<\/p>\n

O que mais as marcas, varejistas e publishers pensam sobre o futuro da publicidade?<\/strong><\/h2>\n

Explore mais insights da nossa pesquisa global com mais de 1.000 l\u00edderes de com\u00e9rcio no relat\u00f3rio \u201cA grande desfragmenta\u00e7\u00e3o: Como a commerce media unir\u00e1 a publicidade em 2024<\/a>\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

Em janeiro, o Google desativou third-party cookies de 1% do tr\u00e1fego do Chrome. Como o Google Chrome representa 63% do tr\u00e1fego da internet aberta, isso traz um senso de urg\u00eancia ao marketplace para buscar alternativas vi\u00e1veis aos third-party cookies. \u00c9 importante observar que a desativa\u00e7\u00e3o total dos third-party cookies no Chrome depende de um\u00a0per\u00edodo de […]<\/p>\n","protected":false},"author":14,"featured_media":18251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[731],"coauthors":[635],"class_list":{"0":"post-18233","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech","8":"criteo-business-agency","9":"criteo-business-enterprise","10":"criteo-business-data-owner","11":"criteo-business-publisher","12":"criteo-business-retail-media","13":"criteo-topic-addressability","14":"criteo-topic-commerce-media","15":"criteo-topic-data-and-trends"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false,"add_faq":false,"hide_post_from_listing":false,"remove_from_internal_search":false},"yoast_head":"\nO que marcas, varejistas e publishers t\u00eam a dizer sobre o futuro sem cookies | BR - 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