{"id":13293,"date":"2025-03-13T10:54:36","date_gmt":"2025-03-13T09:54:36","guid":{"rendered":"https:\/\/refinery89.com\/?p=13293"},"modified":"2025-03-13T16:31:22","modified_gmt":"2025-03-13T15:31:22","slug":"o-que-e-um-dsp","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/what-is-a-dsp\/","title":{"rendered":"O que \u00e9 um DSP na Publicidade Program\u00e1tica?"},"content":{"rendered":"<p>O <a href=\"https:\/\/refinery89.com\/pt\/como-funciona-o-ecossistema-de-publicidade-programatica-e-por-que-ele-e-importante-para-as-editoras\/\" target=\"_blank\" rel=\"noopener\">ecossistema de publicidade program\u00e1tica<\/a> \u00e9 a rede de compradores, vendedores e tudo mais que est\u00e1 envolvido no processo de publicidade program\u00e1tica. H\u00e1 dois principais participantes neste jogo: editores e anunciantes. Ambos utilizam software para automatizar a compra e venda de invent\u00e1rio de an\u00fancios. SSPs, ou Plataformas do Lado da Oferta, automatizam a venda em tempo real do invent\u00e1rio de an\u00fancios de um editor, enquanto DSPs ajudam os anunciantes a comprar espa\u00e7o publicit\u00e1rio de forma eficiente e pelo melhor pre\u00e7o. Vamos ver do que se trata este \u00faltimo!<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O que \u00e9 um DSP?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Plataforma do Lado da Demanda, ou DSP em abrevia\u00e7\u00e3o, \u00e9 a plataforma de publicidade program\u00e1tica utilizada por anunciantes ou ag\u00eancias de m\u00eddia para automatizar o processo de compra de invent\u00e1rio de an\u00fancios de qualidade de editoras ou SSPs. As DSPs s\u00e3o conjuntos de ferramentas usadas por anunciantes para comprar impress\u00f5es de an\u00fancios de editoras da maneira mais econ\u00f4mica, melhorando o ROI (o retorno sobre o investimento).<\/p>\n<p>&nbsp;<\/p>\n<p>Os DSPs permitem que anunciantes alcancem seu p\u00fablico-alvo em segundos e em grande escala. Eles permitem que os anunciantes comprem o melhor espa\u00e7o publicit\u00e1rio para seu p\u00fablico pelo melhor pre\u00e7o e gerenciem suas campanhas em uma \u00fanica plataforma. Isso lhes confere controle sobre o p\u00fablico-alvo e o pre\u00e7o da campanha.<\/p>\n<p>&nbsp;<\/p>\n<p>De acordo com a <a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-dsp\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a>, as DSPs fazem parceria com provedores de dados de terceiros para oferecer aos anunciantes recursos aprimorados de rastreamento e segmenta\u00e7\u00e3o. Al\u00e9m disso, as op\u00e7\u00f5es de segmenta\u00e7\u00e3o s\u00e3o mais personalizadas, o que ajuda a obter melhores taxas de convers\u00e3o.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Como funciona um DSP?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Nos tempos antigos, antes que a publicidade program\u00e1tica fosse algo, os anunciantes tinham que negociar o espa\u00e7o publicit\u00e1rio com cada editor manualmente. Isso \u00e9 muito antigo. Hoje em dia, intelig\u00eancia artificial e aprendizado de m\u00e1quina ajudam automaticamente os anunciantes a combinar seus an\u00fancios com o p\u00fablico perfeito e alcan\u00e7ar um p\u00fablico amplo em uma fra\u00e7\u00e3o de segundo.<\/p>\n<p>Os DSPs permitem que os anunciantes gerenciem e rastreiem an\u00fancios digitais ou at\u00e9 mesmo campanhas publicit\u00e1rias inteiras atrav\u00e9s de um \u00fanico processo. Isso facilita suas vidas e otimiza seu or\u00e7amento.<\/p>\n<p>Os anunciantes enviam suas campanhas para DSPs, especificam seu p\u00fablico-alvo e, quando correspondem a um invent\u00e1rio de an\u00fancios dispon\u00edvel no Ad Exchange, ocorre um leil\u00e3o em tempo real onde m\u00faltiplos anunciantes licitam ou competem por esse espa\u00e7o publicit\u00e1rio.<\/p>\n<p>\u00c9 um processo que economiza tempo e concede aos anunciantes acesso a uma enorme quantidade de invent\u00e1rio de an\u00fancios de publicadores simultaneamente, permitindo que alcancem seu p\u00fablico perfeito por meio de uma segmenta\u00e7\u00e3o mais personalizada e otimizem seus or\u00e7amentos.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Quais s\u00e3o alguns dos melhores DSPs da cidade?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<h3><strong>Google Display &amp; Video 360<\/strong><\/h3>\n<p><a href=\"https:\/\/marketingplatform.google.com\/about\/resources\/display-and-video-360-product-overview\/\" target=\"_blank\" rel=\"noopener\">Google Display &amp; Video 360<\/a> \u00e9 uma plataforma para profissionais de marketing gerenciarem de um s\u00f3 lugar suas campanhas program\u00e1ticas em diferentes canais, como display, v\u00eddeo, TV ou \u00e1udio. Essa solu\u00e7\u00e3o oferece cinco m\u00f3dulos integrados: Campanhas, Audi\u00eancias, Criativos, Invent\u00e1rio e Insights. Por meio desses m\u00f3dulos, os anunciantes podem gerenciar gastos com publicidade, alinhar m\u00eddia, dados e criativos de diferentes equipes para criar melhores experi\u00eancias de an\u00fancios para os clientes e, em geral, oferecer marketing aprimorado gra\u00e7as \u00e0 automa\u00e7\u00e3o de lances e recomenda\u00e7\u00f5es de invent\u00e1rio.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Amazon DSP<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/solutions\/products\/amazon-dsp\" target=\"_blank\" rel=\"noopener\">Amazon DSP<\/a> \u00e9 uma solu\u00e7\u00e3o omnichannel que concede aos profissionais de marketing controle e flexibilidade para gerenciar seus esfor\u00e7os de marketing com automa\u00e7\u00e3o alimentada por IA. Os anunciantes podem alcan\u00e7ar clientes ideais em seu fornecimento premium, obter um melhor entendimento de seus p\u00fablicos com seus sinais exclusivos apoiados por insights de qualidade e maximizar o ROI com seu sistema baseado em IA que automatiza tarefas e segmenta p\u00fablicos relevantes.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Xandr Invest DSP<\/strong><\/h3>\n<p>Anunciantes usam <a href=\"https:\/\/learn.microsoft.com\/en-us\/xandr\/invest\/about-invest\" target=\"_blank\" rel=\"noopener\">Xandr Invest DSP<\/a>, o DSP da Microsoft, para comprar espa\u00e7o publicit\u00e1rio por meio de leil\u00f5es atrav\u00e9s de uma interface \u00fanica e f\u00e1cil de usar. Ele permite uma integra\u00e7\u00e3o perfeita com as principais redes de an\u00fancios e exchanges de an\u00fancios, otimiza o acesso a suprimentos premium e inclui prote\u00e7\u00f5es integradas contra fraudes e prote\u00e7\u00f5es de qualidade de invent\u00e1rio.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Como conectar seu site \u00e0 demanda premium<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>F\u00e1cil! Com nosso <a href=\"https:\/\/refinery89.com\/pt\/single-tag-crescimento-receitas-publicitarias\/\" target=\"_blank\" rel=\"noopener\">Single Tag<\/a> solu\u00e7\u00e3o de monetiza\u00e7\u00e3o de an\u00fancios, voc\u00ea pode obter an\u00fancios de alta qualidade de anunciantes de ponta. Ligue para n\u00f3s ou escreva para n\u00f3s. Voc\u00ea escolhe! <a href=\"https:\/\/refinery89.com\/pt\/sobre-nos-refinery89\/\" target=\"_blank\" rel=\"noopener\">Entre em contato com nossos especialistas<\/a> para saber mais sobre nossas tecnologias de monetiza\u00e7\u00e3o de an\u00fancios e como podemos ajud\u00e1-lo a aprimorar sua estrat\u00e9gia de an\u00fancios. Com nossa tecnologia, voc\u00ea poder\u00e1 se conectar facilmente a uma demanda premium com os melhores CPMs para aumentar seus ganhos!<\/p>","protected":false},"excerpt":{"rendered":"<p>The programmatic advertising ecosystem is the network of buyers, sellers, and everything in between that&#8217;s involved in the programmatic advertising process. There are two main players in this game: the publishers and the advertisers. Both use software to automate the buying and selling of ad inventory. SSPs, or Supply-Side Platforms, automate the real-time selling of [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":13294,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[288,24,289],"class_list":["post-13293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-dsp","tag-programmatic-advertising","tag-programmatic-advertising-ecosystem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a DSP in Programmatic Advertising? | Refinery89<\/title>\n<meta name=\"description\" content=\"Learn what is a DSP in programmatic advertising, what&#039;s its role in the programmatic ecosystem, how it works for advertisers, and more!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/refinery89.com\/pt\/o-que-e-um-dsp\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is a DSP in Programmatic Advertising? 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