{"id":9544,"date":"2019-04-04T16:51:33","date_gmt":"2019-04-04T16:51:33","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=9544"},"modified":"2024-10-21T19:10:28","modified_gmt":"2024-10-21T19:10:28","slug":"relatorio-idc-a-criteo-e-a-principal-empresa-de-participacao-de-mercado-em-software-de-publicidade","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/relatorio-idc-a-criteo-e-a-principal-empresa-de-participacao-de-mercado-em-software-de-publicidade\/","title":{"rendered":"[RELAT\u00d3RIO] IDC: Criteo \u00e9 l\u00edder em market share de software para publicidade"},"content":{"rendered":"<p>Em 7 de setembro de 2018, o analista do setor Karsten Weide (@KarstenW) na IDC publicou um relat\u00f3rio de market share intitulado <a href=\"https:\/\/www.criteo.com\/resources\/industry-report\/idc-criteo-1-for-market-share-in-advertising-software\/\">Worldwide Digital Advertising Software Market Shares, 2017:<\/a><a href=\"https:\/\/www.criteo.com\/resources\/industry-report\/idc-criteo-1-for-market-share-in-advertising-software\/\"> Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market (DOC #US44240218)<\/a>.<\/p>\n<p>Qual empresa \u00e9 l\u00edder em market share neste espa\u00e7o?<\/p>\n<p>A Criteo.<\/p>\n<p>Os mercados de tecnologia de publicidade e marketing podem ser muito confusos para os consumidores; por exemplo, a ChiefMartec lista quase 7.000 fornecedores de MarTech. Alguns fornecedores ou empresas de pesquisa recorrem a categorias para dar sentido a tudo isso, mas o ritmo de inova\u00e7\u00e3o da AdTech torna suas taxonomias ineficientes rapidamente. Por exemplo, a Criteo oferece solu\u00e7\u00f5es de tecnologia de publicidade que combinam os lados da oferta e da demanda na web aberta, mas n\u00e3o podem ser facilmente retratadas como uma SSP ou uma DSP.<\/p>\n<p>Essa \u00e9 uma das primeiras tentativas de analistas do setor em quantificar o mercado de AdTech. E, em um mercado fragmentado, consolidado e dominado pelo duop\u00f3lio Google\/Facebook, al\u00e9m do crescimento da Amazon, a Criteo surge como a player n\u00ba1 no mercado de software para publicidade.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9592\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/Total-Market-BR-min-1.png\" alt=\"\" width=\"974\" height=\"568\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/Total-Market-BR-min-1.png 974w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/Total-Market-BR-min-1-300x175.png 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/Total-Market-BR-min-1-768x448.png 768w\" sizes=\"auto, (max-width: 974px) 100vw, 974px\" \/><\/p>\n<p style=\"text-align: center;\">Fonte: Figura 1, Worldwide Digital Advertising Software Market Shares, 2017, IDC (DOC #US44240218, 07-SEP-2018), reproduzido com permiss\u00e3o; Share (%), Receitas (US$ M) e Crescimento (%) de 2017.<\/p>\n<p>De acordo com o autor\u00a0<a href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=PRF002841\" target=\"_blank\" rel=\"noopener noreferrer\">Karsten Weide<\/a>, Vice-presidente de Programas, M\u00eddia Digital e Entretenimento da IDC (<a href=\"https:\/\/twitter.com\/karstenw\" target=\"_blank\" rel=\"noopener noreferrer\">@karstenw<\/a>):<\/p>\n<p><em>\u201cA Criteo surgiu como l\u00edder de mercado em nossa primeira an\u00e1lise de fornecedores de tecnologia de publicidade. Isso se deve principalmente \u00e0 s\u00f3lida posi\u00e7\u00e3o que ela conquistou em retargeting nos \u00faltimos 13 anos, tornando-se uma empresa completa que tamb\u00e9m oferece outras solu\u00e7\u00f5es para marcas e publishers.\u201d<\/em><\/p>\n<h4><strong>Principais tend\u00eancias detalhadas no relat\u00f3rio<\/strong><\/h4>\n<ul>\n<li>O segmento de software de publicidade digital \u00e9 muito fragmentado, com os 15 principais fornecedores representando menos de 40% do mercado, apesar da atividade intensa de fus\u00f5es e aquisi\u00e7\u00f5es.<\/li>\n<li>O mercado global de software para publicidade cresceu 38% em rela\u00e7\u00e3o ao ano anterior, de US$ 9,2 bilh\u00f5es em 2016 para US$ 12,7 bilh\u00f5es em 2017.<\/li>\n<li>As vendas de AdTech (ex-TAC) representam 4,7% do investimento em publicidade em 2017, acima dos 4% de 2016. A IDC prev\u00ea um crescimento de 7,8% at\u00e9 2022, gra\u00e7as ao crescimento do investimento em publicidade (+19% em 2016 e 2017). A automa\u00e7\u00e3o continua impulsionando a transi\u00e7\u00e3o da publicidade de TV tradicional para a publicidade em v\u00eddeo digital, especificamente a publicidade de TV conectada.<\/li>\n<\/ul>\n<h4><strong>Ou\u00e7a o webinar sob demanda<\/strong><\/h4>\n<p>Confira a conversa intimista entre Karsten Weide \/ Vice-Presidente de M\u00eddia e Entretenimento do Programa da IDC e Jen Whelan \/ Vice-Presidente de Marketing de SVP da Criteo sobre o futuro da AdTech. Clique na imagem para visualiz\u00e1-la.<\/p>\n<p><a href=\"http:\/\/www2.criteo.com\/criteo-idc-webinar\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-9547\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-300x157.jpeg\" alt=\"On demand webinar: adtech trends fireside chat with Karsten Weide \/ IDC and Jen Whelan \/SVP Marketing, Criteo\" width=\"300\" height=\"157\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-300x157.jpeg 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-768x402.jpeg 768w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-1024x536.jpeg 1024w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/04\/DsdifgNW0MAV1bz.jpg-large.jpeg 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h4><strong>Baixe o relat\u00f3rio<\/strong><\/h4>\n<ul>\n<li>Cortesia da Criteo, este relat\u00f3rio est\u00e1 dispon\u00edvel ao preencher o formul\u00e1rio abaixo.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Em 7 de setembro de 2018, o analista do setor Karsten Weide (@KarstenW) na IDC publicou um relat\u00f3rio de market share intitulado Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market (DOC #US44240218). Qual empresa \u00e9 l\u00edder em market share neste espa\u00e7o? A Criteo. Os mercados de [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":9549,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[117],"coauthors":[622],"class_list":{"0":"post-9544","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":true,"embed_is_pardot_form":true,"embed_pardot_form":"https:\/\/go.pardot.com\/l\/126241\/2018-09-24\/5p2mdv","form_thank_you_content":"<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.criteo.com\/wp-content\/uploads\/2018\/09\/US44240218e_Criteo.pdf\" target=\"_blank\" rel=\"noopener\"><button class=\"button\">Dowload the report here<\/button><\/a><\/p>\n","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>[RELAT\u00d3RIO] IDC: Criteo \u00e9 l\u00edder em market share de software para publicidade | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Em 8 de setembro de 2018, a IDC publicou um relat\u00f3rio de participa\u00e7\u00e3o de mercado, Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market. 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