{"id":19078,"date":"2025-07-29T12:06:48","date_gmt":"2025-07-29T12:06:48","guid":{"rendered":"https:\/\/www.criteo.com\/?p=397927"},"modified":"2025-08-07T15:48:27","modified_gmt":"2025-08-07T15:48:27","slug":"10-commerce-media-truths","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/10-commerce-media-truths\/","title":{"rendered":"Dez verdades do commerce media: os princ\u00edpios detr\u00e1s das melhores oportunidades de publicidade digital"},"content":{"rendered":"

Saiba mais sobre os pilares-chave que sustentam o commerce media e o motivo de ser a categoria central que est\u00e1 movimentando o mercado.<\/p>\n

O que um nome representa? Bastante coisa, na verdade. A ind\u00fastria de an\u00fancios tem falado muito sobre o commerce media, mas o que isso realmente significa? O que o diferencia do retail media<\/a>? Mais importante ainda, por que as marcas, ag\u00eancias, retailers e publishers devem ser importar com isso? Vamos come\u00e7ar com a defini\u00e7\u00e3o:<\/p>\n

Commerce media<\/strong><\/a> \u00e9 publicidade que conecta consumidores com produtos e servi\u00e7os durante toda a jornada de compra, por meio de pontos de contato f\u00edsicos e digitais, vinculando o investimento em publicidade diretamente \u00e0s transa\u00e7\u00f5es.\u2013 Fonte:\u00a0O guia definitivo de Commerce Media<\/a><\/p>\n

Mas, embora uma defini\u00e7\u00e3o sucinta tenha seu valor, \u00e9 cr\u00edtico entender os princ\u00edpios centrais detr\u00e1s do conceito para realmente entender o que est\u00e1 em jogo.\u00a0Aqui est\u00e3o dez verdades do commerce media que sustentam a melhores oportunidades de publicidade digital:<\/p>\n

    \n
  1. O Commerce media\u00a0\u00e9 um termo relativamente novo e em evolu\u00e7\u00e3o.<\/strong>O conceito ganhou popularidade atrav\u00e9s de relat\u00f3rios p\u00fablicos da receita de publicidade da Amazon<\/a>de US$ 31 bilh\u00f5es em fevereiro de 2022 com a promessa de acesso nunca antes visto a commerce data para marcas e um fluxo de receita l\u00edquida novo com altas margens para retailers e empresas de com\u00e9rcio. Hoje, a ado\u00e7\u00e3o do commerce media nunca foi t\u00e3o alta antes, mas o ecossistema<\/a> ainda precisa evoluir muito para alcan\u00e7ar todos os benef\u00edcios<\/a>.<\/li>\n
  2. O Commerce media \u00e9 adjacente \u00e0 transa\u00e7\u00e3o.<\/strong>Inclui todas as m\u00eddias que est\u00e3o conectadas e podem ser atribu\u00eddas a transa\u00e7\u00f5es online e offline, ou que usam\u00a0commerce data<\/a> para enriquecer e otimizar a segmenta\u00e7\u00e3o de audi\u00eancias. Permite que marcas promovam seus produtos ou servi\u00e7os na plataforma ou lojas f\u00edsicas do retailer, do merketplace ou de marcas de ecommerce grandes ou em propriedades do publisher na internet aberta.<\/li>\n
  3. A commerce media n\u00e3o funciona sem commerce data e IA.\u00a0<\/strong>A segmenta\u00e7\u00e3o e as audi\u00eancias do commerce media s\u00e3o constru\u00eddas com base em commerce data\u00a0(dados pr\u00f3prios de sinais de inten\u00e7\u00e3o e da jornada e transa\u00e7\u00f5es do consumidor reais) para orientar decis\u00f5es de marketing, aprimorar a segmenta\u00e7\u00e3o, criar an\u00fancios mais eficientes e eficazes e oferecer experi\u00eancias mais ricas ao consumidor. Isso s\u00f3 \u00e9 poss\u00edvel com a intelig\u00eancia artificial (IA) que consegue analisar e aplicar o commerce data para desenvolver modelos preditivos que aprimoram as recomenda\u00e7\u00f5es e o bidding. Tamb\u00e9m pode ajudar os media owners a aprimorar suas audi\u00eancias para fins de monetiza\u00e7\u00e3o.<\/li>\n
  4. O commerce media \u00e9 um multiplicador de receita para n\u00e3o anunciantes.<\/strong>A McKinsey estimou um valor empresarial de\u00a0US$ 1,3 trilh\u00e3o em 2022<\/a>, indicando que, embora publishers e retailers fiquem com a maior parte dos lucros, h\u00e1 muitos tipos de neg\u00f3cios que podem desfrutar de uma parte do todo, incluindo anunciantes, ag\u00eancias, plataformas, dados, m\u00eddia, medi\u00e7\u00e3o e outros servi\u00e7os de tecnologia que ajudam os operadores de commerce media a desenvolver e impulsionar resultados comerciais, multiplicando assim suas receitas.<\/li>\n
  5. A maior possibilitadora do crescimento do commerce media \u00e9 a fragmenta\u00e7\u00e3o.\u00a0<\/strong>N\u00e3o existe uma abordagem \u00fanica para o commerce media, e cada tipo de empresa de com\u00e9rcio (retailers, marketplaces e grandes marcas de ecommerce) tem sua pr\u00f3pria maneira \u00fanica de vender an\u00fancios, definir seus p\u00fablicos ou dados e pol\u00edticas de ciclo fechado. Isso pode dificultar que as marcas alcancem seu p\u00fablico-alvo e avaliem o ROI de suas campanhas nesses ambientes de multicom\u00e9rcio. A padroniza\u00e7\u00e3o e a unifica\u00e7\u00e3o podem ser o esfor\u00e7o mais valioso de toda a ind\u00fastria<\/a> para gerar mais receita para todos.<\/li>\n
  6. O commerce media inclui o retail media, mas \u00e9 algo totalmente diferente.<\/strong>Os retailers est\u00e3o entre os pioneiros no segmento de commerce media, da\u00ed a popularidade do retail media e a intercambialidade dos dois termos. Enquanto o retail media abriu caminho para o commerce media<\/a>, novatos como empresas automobil\u00edsticas<\/a>,\u00a0companhias a\u00e9reas<\/a>, hot\u00e9is<\/a>, marketplaces de compartilhamento de casas<\/a> e transportes<\/a> ter\u00e3o suas pr\u00f3prias habilidades e conjuntos de dados exclusivos que v\u00e3o al\u00e9m dos retailers, bem como diferentes tipos de transa\u00e7\u00f5es.<\/li>\n
  7. O commerce media alavanca insights al\u00e9m do varejo.<\/strong>Como n\u00e3o \u00e9 apenas multi-varejista, mas tamb\u00e9m multi-setor, o commerce media tem conjuntos de dados comportamentais e transacionais de um escopo mais amplo de ambientes e p\u00fablicos. Esses insights mais ricos al\u00e9m do varejo podem melhorar ainda mais a segmenta\u00e7\u00e3o e a personaliza\u00e7\u00e3o, al\u00e9m de informar o mix de marketing mais amplo.<\/li>\n
  8. O commerce media amplifica a oportunidade no ecossistema digital.\u00a0<\/strong>Ao conectar experi\u00eancias de ponto de venda e exibi\u00e7\u00e3o onsite com posicionamentos externos na web aberta e na loja, o commerce mediaexpande o escopo dos canais program\u00e1ticos tradicionais. Ele desbloqueia oportunidades para marcas n\u00e3o end\u00eamicas em sites de retailers,\u00a0permite que os publishers implantem estrat\u00e9gias de monetiza\u00e7\u00e3o focadas no com\u00e9rcio<\/a> e capacita os participantes do lado comprador e vendedor a perceber o verdadeiro valor de seus dados prim\u00e1rios.<\/li>\n
  9. O commerce media \u00e9 omnicanal e um funil complete.\u00a0<\/strong>O commerce media n\u00e3o se trata apenas de alcan\u00e7ar os consumidores no ponto de compra. Se trata de\u00a0alcan\u00e7\u00e1-los em todos os canais<\/a>, do online ao offline, e atrav\u00e9s de todo funil de compra, desde que esses pontos de contato possam ser atribu\u00eddos \u00e0s vendas ou uma transa\u00e7\u00e3o. Isso significa que o commerce media pode ser usado para impulsionar awareness, considera\u00e7\u00e3o e convers\u00e3o, desde o est\u00e1gio inicial de pesquisa at\u00e9 a compra final.<\/li>\n
  10. O commerce media \u00e9 multiformato e multicanal.\u00a0<\/strong>Para conectar com consumidores atrav\u00e9s do funil, o commerce media emprega uma variedade de formatos de an\u00fancios\u00a0e canal al\u00e9m dos an\u00fancios de produtos patrocinados tradicionalmente associados ao retail media, incluindo v\u00eddeos, display, contextual, compr\u00e1vel, CTV, digital out of home, SMS e mais.<\/li>\n
  11. (B\u00f4nus!) O commerce media J\u00c1 \u00c9 o para\u00edso da \u00a0<\/strong>endere\u00e7abilidade<\/a> e medi\u00e7\u00e3o p\u00f3s-cookie.<\/strong>Como o commerce media depende de cookies prim\u00e1rios e grandes grupos de usu\u00e1rios autenticados e conectados, ele j\u00e1 est\u00e1 preparado para o futuro da descontinua\u00e7\u00e3o de cookies de terceiros. E como cada convers\u00e3o pode ser vinculada a um SKU e usu\u00e1rio espec\u00edficos, conectar o gasto com m\u00eddia ao ROAS garante que os anunciantes consigam mensurar o impacto de seu investimento e realocar os recursos adequadamente.<\/li>\n<\/ol>\n

    Para saber como marcas, ag\u00eancias, retailers e publishers est\u00e3o tornando o commerce media uma parte integrante de suas estrat\u00e9gias, baixe nosso relat\u00f3rio Grande Desfragmenta\u00e7\u00e3o<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Saiba mais sobre os pilares-chave que sustentam o commerce media e o motivo de ser a categoria central que est\u00e1 movimentando o mercado. O que um nome representa? Bastante coisa, na verdade. A ind\u00fastria de an\u00fancios tem falado muito sobre o commerce media, mas o que isso realmente significa? O que o diferencia do retail […]<\/p>\n","protected":false},"author":4,"featured_media":19079,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[732],"coauthors":[678],"class_list":{"0":"post-19078","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media","8":"criteo-business-agency","9":"criteo-business-enterprise","10":"criteo-business-small-and-medium","11":"criteo-business-data-owner","12":"criteo-business-publisher","13":"criteo-business-retail-media","14":"criteo-solution-retail-media","15":"criteo-platform-commerce-grid","16":"criteo-platform-commerce-growth","17":"criteo-platform-commerce-max","18":"criteo-platform-commerce-yield"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"\nDez verdades do commerce media: os princ\u00edpios detr\u00e1s das melhores oportunidades de publicidade digital | BR - 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