{"id":7756,"date":"2018-02-21T16:12:19","date_gmt":"2018-02-21T16:12:19","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=7756"},"modified":"2024-09-17T14:53:02","modified_gmt":"2024-09-17T14:53:02","slug":"first-price-auction-e-os-leiloes-de-midia-online","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/first-price-auction-e-os-leiloes-de-midia-online\/","title":{"rendered":"First price auction e os leil\u00f5es de m\u00eddia online"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><em>Por Gabriel Mazzutti, Regional Director, Criteo Publisher Partnerships, LATAM<\/em><\/p>\n<p>Assim como v\u00e1rias negocia\u00e7\u00f5es, a compra e venda de m\u00eddia online tamb\u00e9m pode se tornar um processo demorado e algumas vezes, ineficiente. De um lado, o cliente procurando maneiras de reduzir seus custos e aumentar a exposi\u00e7\u00e3o e do outro, o ve\u00edculo, defendendo sua audi\u00eancia, alcance e relev\u00e2ncia.<\/p>\n<p>Para acelerar esse processo e torn\u00e1-lo mais transparente, hoje existem os \u201csecond-price auctions\u201d, em que os vendedores seguem um conjunto de regras que incentivam os compradores a declararem qual o valor m\u00e1ximo que est\u00e3o dispostos a pagar e cobram apenas um pouco a mais do que o segundo maior lance dado \u2013 da\u00ed o nome \u201csecond-price auction\u201d ou leil\u00e3o de segundo pre\u00e7o, em bom portugu\u00eas.<\/p>\n<p>Mas, isso significaria que outros mecanismos precisariam ser criados para garantir que os vendedores pudessem aumentar seus lucros. Certo? Sim, e assim, as SSPs (sell-side platforms) criaram o \u201cdynamic floor\u201d, ou piso din\u00e2mico. Uma forma de inventar um segundo maior lance conseguir aumentar sua receita.<\/p>\n<p>Funciona muito bem at\u00e9 que o comprador entenda que est\u00e1 acontecendo, j\u00e1 que de acordo com a din\u00e2mica do leil\u00e3o, voc\u00ea s\u00f3 vai pagar um pouco a mais do que est\u00e1 disposto. Muitos compradores diminuem seus lances iniciais antes de entrar em leil\u00f5es de SSPs para evitar essas varia\u00e7\u00f5es muito grandes.<\/p>\n<p>Vamos ser honestos, n\u00e3o existe \u201csecond-price auction\u201d real.<\/p>\n<p><strong>E para onde o mercado vai?<\/strong><\/p>\n<p>Com o header bidding, vemos muitas SSPs moverem seus esfor\u00e7os para o \u201cfirst-price auction\u201d ou leil\u00e3o de primeiro pre\u00e7o.<\/p>\n<p>Apesar de ter uma mec\u00e2nica mais simples \u2013 ainda bem \u2013 esse modelo \u00e9 mais complexo de otimizar. Como adivinhar o valor certo para ganhar um leil\u00e3o? Essa pergunta tira o sono de muitos compradores e d\u00e1 tempo para os vendedores aumentarem seus rendimentos.<\/p>\n<p>Investir em mecanismos de previs\u00e3o de lances ser\u00e1 fundamental para equalizar essa conta e devolver a efici\u00eancia para o lado dos compradores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Por Gabriel Mazzutti, Regional Director, Criteo Publisher Partnerships, LATAM Assim como v\u00e1rias negocia\u00e7\u00f5es, a compra e venda de m\u00eddia online tamb\u00e9m pode se tornar um processo demorado e algumas vezes, ineficiente. De um lado, o cliente procurando maneiras de reduzir seus custos e aumentar a exposi\u00e7\u00e3o e do outro, o ve\u00edculo, defendendo sua audi\u00eancia, [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":7757,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[731],"coauthors":[625],"class_list":{"0":"post-7756","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"stae_popup_enable":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>First price auction e os leil\u00f5es de m\u00eddia online | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"A compra e venda de m\u00eddia online pode ser demorada e ineficiente. Para agilizar, foram criados os second-price auctions - mas, na pr\u00e1tica, isso n\u00e3o existe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/first-price-auction-e-os-leiloes-de-midia-online\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"First price auction e os leil\u00f5es de m\u00eddia online | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"A compra e venda de m\u00eddia online pode ser demorada e ineficiente. 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