{"id":12363,"date":"2024-12-19T10:34:37","date_gmt":"2024-12-19T09:34:37","guid":{"rendered":"https:\/\/refinery89.com\/?p=12363"},"modified":"2025-03-27T17:27:08","modified_gmt":"2025-03-27T16:27:08","slug":"tendencias-de-publicidade-programatica-esperadas-para-2025","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/programmatic-advertising-trends-to-look-forward-to-in-2025\/","title":{"rendered":"Tend\u00eancias de Publicidade Program\u00e1tica Esperadas para 2025"},"content":{"rendered":"

Com 2025 chegando, olhamos para o novo ano. Como muitos de voc\u00eas sabem, o ecossistema digital \u00e9 um mar em constante mudan\u00e7a e a maneira de navegar nesse neg\u00f3cio \u00e9 abra\u00e7ar essas ondas de transforma\u00e7\u00e3o. Ent\u00e3o, o que podemos esperar para o futuro? N\u00e3o somos videntes, mas temos um CSO fant\u00e1stico que est\u00e1 sempre \u00e0 frente! Hoje, o Chief Strategy Officer da Refinery89 , Robin de Wit<\/a><\/strong>, compartilha algumas das tend\u00eancias de publicidade program\u00e1tica para 2025 que continuar\u00e3o a transformar a ind\u00fastria como a conhecemos.<\/p>\n

 <\/p>\n

Aumento do uso de IA e Aprendizado Automatizado<\/strong><\/h2>\n

 <\/p>\n

Intelig\u00eancia Artificial e Aprendizado Automatizado. Os temas favoritos dos \u00faltimos anos e que n\u00e3o v\u00e3o desaparecer. Na verdade, eles continuar\u00e3o ganhando usu\u00e1rios, j\u00e1 que desempenham um papel t\u00e3o importante no modo de trabalhar atual. De acordo com uma previs\u00e3o apresentada pela Statista<\/a>, at\u00e9 2025, 378,8 milh\u00f5es de pessoas ser\u00e3o usu\u00e1rias de ferramentas de IA. Esse n\u00famero deve aumentar ainda mais at\u00e9 2030, alcan\u00e7ando at\u00e9 729,11 milh\u00f5es de usu\u00e1rios.<\/p>\n

 <\/p>\n

A IA est\u00e1 se tornando uma ferramenta muito poderosa para cria\u00e7\u00e3o de conte\u00fado, otimiza\u00e7\u00e3o de an\u00fancios e melhoria no design criativo. Os Publishers atualmente est\u00e3o incluindo sistemas como o ChatGPT em seu dia a dia para realizar uma variedade de tarefas e at\u00e9 mesmo como uma fonte de mecanismo de busca<\/a>. Ferramentas avan\u00e7adas e f\u00e1ceis de usar, como PowerBi<\/a>, Hotjar<\/a> ou SimilarWeb<\/a> , tamb\u00e9m est\u00e3o se tornando ferramentas relevantes para realizar estudos de mercado, avaliar m\u00e9tricas e melhorar estrat\u00e9gias de maneira mais eficiente.<\/p>\n

 <\/p>\n

First-party data s\u00e3o o novo ouro.<\/strong><\/h2>\n

 <\/p>\n

O Google tem comunicado que, em algum momento no futuro pr\u00f3ximo, os usu\u00e1rios ter\u00e3o que optar por permitir cookies em seus navegadores. Mas espere um minuto! O que isso significa para todos na ind\u00fastria de publicidade program\u00e1tica? Significa que, com os third-party cookies sendo limitados, h\u00e1 uma necessidade iminente de encontrar uma alternativa para third-party data na publicidade<\/p>\n

Com a pol\u00edtica de cookies do Google Chrome seguindo a\u00e7\u00f5es semelhantes tomadas pelo Firefox e Safari, essa atualiza\u00e7\u00e3o est\u00e1 deixando todos em alerta. Os navegadores do ecossistema digital est\u00e3o \u00e0 procura de alternativas para os third-party data, e parece que a mudan\u00e7a para first-party data \u00e9 o caminho a seguir.<\/p>\n

 <\/p>\n

Quais s\u00e3o as alternativas para a third-party data?<\/strong><\/h2>\n

 <\/p>\n

Use o Segmenta\u00e7\u00e3o Contextual.<\/strong><\/h3>\n

M\u00e9todos como a segmenta\u00e7\u00e3o contextual para gerar first-party data de alta qualidade continuar\u00e3o ganhando mais relev\u00e2ncia como uma op\u00e7\u00e3o aos third-party data. Como explicamos em nosso artigo sobre a Tecnologia de Segmenta\u00e7\u00e3o Orientada por Interesses da R89<\/a>, a segmenta\u00e7\u00e3o contextual \u00e9 a estrat\u00e9gia de exibir an\u00fancios em um site com base no contexto e no sentimento do seu conte\u00fado. \u00c9 uma excelente alternativa n\u00e3o s\u00f3 porque est\u00e1 em conformidade com as regulamenta\u00e7\u00f5es, mas tamb\u00e9m porque \u00e9 muito menos invasiva para os usu\u00e1rios e exibe an\u00fancios relevantes relacionados ao conte\u00fado que est\u00e3o consumindo naquele momento.<\/p>\n

 <\/p>\n

Mova-se para o Mercado privado e para as Vendas Diretas.\u00a0<\/strong><\/h3>\n

Como mencionamos antes, com os third-party data sendo exclu\u00eddos, os first-party data est\u00e3o se tornando extremamente valiosos. Agora, os anunciantes precisam encontrar uma maneira de acessar esses first-party data. Claro, os dados podem ser revendidos por meio de DMPs (plataformas de gerenciamento de dados), mas isso reduziria seu valor. Portanto, faz sentido que os Mercados Privados e Vendas Diretas ganhem relev\u00e2ncia, pois esses podem aproveitar os first-party data diretamente.<\/p>\n

 <\/p>\n

Fus\u00f5es e Aquisi\u00e7\u00f5es<\/strong><\/h2>\n

 <\/p>\n

Nos anos anteriores, testemunhamos algumas grandes fus\u00f5es, aquisi\u00e7\u00f5es e investimentos em publicidade digital, como vimos com a Outbrain e Teads<\/a> no ver\u00e3o de 2024. Podemos esperar que essa tend\u00eancia continue em 2025, com as empresas buscando consolidar seus neg\u00f3cios, entrar em novas \u00e1reas do ecossistema ou fortalecer suas ofertas de produtos. Normalmente, essas fus\u00f5es s\u00e3o mantidas em segredo at\u00e9 que a not\u00edcia seja divulgada por meio de um comunicado \u00e0 imprensa, ent\u00e3o pode apostar que o pr\u00f3ximo grande an\u00fancio da ind\u00fastria ser\u00e1 uma surpresa total!<\/p>\n

 <\/p>\n

Iniciativas ecol\u00f3gicas e Otimiza\u00e7\u00e3o do Supply Chain<\/strong><\/h2>\n

 <\/p>\n

Embora ainda seja uma tend\u00eancia pequena, podemos esperar ver uma crescente press\u00e3o sobre a ind\u00fastria para se tornar mais ecol\u00f3gica por meio da otimiza\u00e7\u00e3o do Supply Chain.<\/p>\n

No ecossistema program\u00e1tico e com o aumento do header bidding<\/a> o n\u00famero de conex\u00f5es entre publishers, SSPs, DSPs e anunciantes cresceu exponencialmente nos \u00faltimos anos. Isso \u00e9 \u00f3timo para atingir o p\u00fablico certo, obter os melhores pre\u00e7os e otimizar a receita dos sites, mas tem um custo para o meio ambiente. Esse ecossistema muito elaborado exige poder de processamento, o que significa que h\u00e1 um aumento nas emiss\u00f5es de CO2, embora seja relativamente pequeno em compara\u00e7\u00e3o com outras ind\u00fastrias.<\/p>\n

Uma iniciativa em que as empresas est\u00e3o participando para se tornar mais ecol\u00f3gicas \u00e9 por meio da otimiza\u00e7\u00e3o da cadeia de suprimentos, introduzindo melhores pr\u00e1ticas para reduzir a cadeia de suprimentos e eliminar chamadas desnecess\u00e1rias. Menos chamadas = menos poder de processamento = menos CO2, f\u00e1cil. \u2013 comenta Robin.<\/em><\/p>\n

O desafio aqui \u00e9 identificar quais conex\u00f5es s\u00e3o necess\u00e1rias e quais podem ser eliminadas. Este \u00e9 um projeto que exige a supervis\u00e3o de um especialista altamente qualificado. \u00c9 improv\u00e1vel que pequenos publishers tenham o conhecimento, os dados ou o tempo para realmente realizar isso. Al\u00e9m disso, a emiss\u00e3o de CO2 deles \u00e9 bem menor do que a de um grande publisher. N\u00e3o faz muito sentido, por enquanto, se envolver em um projeto dessa magnitude. Por essa raz\u00e3o, ser\u00e3o os grandes publishers e os fornecedores de Network\/AdTech que poder\u00e3o tomar a\u00e7\u00f5es significativas na otimiza\u00e7\u00e3o de sua cadeia de suprimentos.<\/p>\n

 <\/p>\n

Comece 2025 com tudo.<\/strong><\/h2>\n

 <\/p>\n

Intelig\u00eancia artificial para melhorar a efici\u00eancia, uma grande mudan\u00e7a para first-party data como alternativa aos third-party data e otimiza\u00e7\u00e3o do Supply Chain para um mundo mais verde s\u00e3o as palavras-chave para o que est\u00e1 por vir no futuro da ind\u00fastria de publicidade program\u00e1tica. Fique de olho nessas tend\u00eancias previs\u00edveis para continuar refinando sua estrat\u00e9gia de monetiza\u00e7\u00e3o de an\u00fancios e estar preparado para qualquer desafio que possa surgir!<\/p>\n

Pronto para come\u00e7ar o novo ano com o p\u00e9 direito? Entre em contato com a Refinery89 <\/a>para as melhores solu\u00e7\u00f5es de monetiza\u00e7\u00e3o de an\u00fancios e potencializar os resultados do seu site em 2025.<\/p>","protected":false},"excerpt":{"rendered":"

With 2025 almost peeking through the horizon, we look ahead to the new year. As many of you know, the digital ecosystem is an ever-changing sea and the way to set sail in this business is to embrace those waves of change. So, what can we expect in the future? We\u2019re no fortune tellers, but […]<\/p>\n","protected":false},"author":19,"featured_media":12365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,1,12,20],"tags":[71,24,93],"class_list":["post-12363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-trends"],"yoast_head":"\nProgrammatic Advertising trends to look forward to in 2025 | Refinery89<\/title>\n<meta name=\"description\" content=\"Refinery89's CSO, Robin de Wit, shares some of the programmatic advertising trends you should look forward to in 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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