{"id":14279,"date":"2025-08-01T12:05:30","date_gmt":"2025-08-01T10:05:30","guid":{"rendered":"https:\/\/refinery89.com\/?p=14279"},"modified":"2025-09-02T13:41:29","modified_gmt":"2025-09-02T11:41:29","slug":"o-que-e-compra-programatica-de-midia","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/what-is-programmatic-media-buying\/","title":{"rendered":"O que \u00e9 compra program\u00e1tica de m\u00eddia e como funciona"},"content":{"rendered":"<p>Como um an\u00fancio que parece ler sua mente aparece em um site?<\/p>\n<p><strong>Compra de m\u00eddia, o processo de compra de espa\u00e7o publicit\u00e1rio<\/strong>, evoluiu. Agora com <a href=\"https:\/\/refinery89.com\/pt\/a-simple-guide-on-programmatic-advertising-for-publishers\/\">publicidade program\u00e1tica<\/a>, publicidade, os anunciantes podem alcan\u00e7ar rapidamente o p\u00fablico certo para sua campanha publicit\u00e1ria. Isso \u00e9 poss\u00edvel porque o processo \u00e9 automatizado. Ele tamb\u00e9m utiliza dados em tempo real para segmenta\u00e7\u00e3o de an\u00fancios muito precisa.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O que \u00e9 compra program\u00e1tica de m\u00eddia?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>No mundo de <a href=\"https:\/\/advertising.amazon.com\/library\/guides\/what-is-digital-advertising\">publicidade digital<\/a>,<strong> compra program\u00e1tica de m\u00eddia<\/strong> refere-se ao processo automatizado de compra de invent\u00e1rio de an\u00fancios digitais (espa\u00e7o publicit\u00e1rio no site de uma editora, por exemplo) atrav\u00e9s de tecnologia especial. O sistema completa este processo em milissegundos. Ele usa dados em tempo real para exibir o an\u00fancio certo para o p\u00fablico certo. Isso ajuda a obter melhores resultados.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Como funciona a compra program\u00e1tica de m\u00eddia?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Para entender como funciona a compra program\u00e1tica de m\u00eddia, precisamos revisar tr\u00eas personagens essenciais desta hist\u00f3ria:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plataformas de Demanda (DSPs)<\/strong> <a href=\"https:\/\/refinery89.com\/pt\/o-que-e-um-dsp\/\">DSPs<\/a> s\u00e3o plataformas que permitem que anunciantes ou ag\u00eancias de m\u00eddia comprem impress\u00f5es de an\u00fancios de editoras da maneira mais econ\u00f4mica automaticamente.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plataformas de Lado da Oferta (SSP):<\/strong> <a href=\"https:\/\/refinery89.com\/pt\/o-que-e-um-ssp\/\">SSPs<\/a> As plataformas AdTech s\u00e3o projetadas para simplificar o processo para os editores, ajudando-os a gerenciar e monetizar seu invent\u00e1rio de an\u00fancios. Elas se conectam a m\u00faltiplos DSPs para vender impress\u00f5es dispon\u00edveis, visando garantir o CPM mais alto poss\u00edvel.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Ad Exchanges:<\/strong> Um <a href=\"https:\/\/refinery89.com\/pt\/diferencas-entre-rede-de-anuncios-e-troca-de-anuncios-explicadas\/\">troca de an\u00fancios<\/a> \u00e9 outra plataforma tecnol\u00f3gica onde as SSPs oferecem o invent\u00e1rio de an\u00fancios de publishers \u00e0s DSPs atrav\u00e9s de leil\u00f5es RTB. \u00c9 como o marketplace que facilita o processo de corresponder a demanda do anunciante com o espa\u00e7o publicit\u00e1rio dispon\u00edvel dos publishers.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Em linguagem simples, a compra program\u00e1tica de m\u00eddia funciona assim: de um lado, <strong>o anunciante configura sua campanha na DSP<\/strong> isso ajudar\u00e1 a comprar o espa\u00e7o publicit\u00e1rio ideal para isso automaticamente. Do outro lado, o <strong>as editoras usam uma SSP para gerenciar seu invent\u00e1rio de an\u00fancios e vend\u00ea-lo em tempo real.<\/strong><\/p>\n<p>Quando algu\u00e9m visita um site ou abre um aplicativo, ele envia uma solicita\u00e7\u00e3o de an\u00fancio. <strong>O DSP e o SSP se conectam atrav\u00e9s da Ad Exchange, onde os anunciantes d\u00e3o lances por esse espa\u00e7o publicit\u00e1rio em tempo real. <\/strong>O maior lanceador vence e o an\u00fancio dele aparece instantaneamente para o usu\u00e1rio.<\/p>\n<p>E BOOM. A\u00ed est\u00e1.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Tipos de compra program\u00e1tica de m\u00eddia<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14294 size-full\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png\" alt=\"tipos de compra de m\u00eddia program\u00e1tica\" width=\"2154\" height=\"1256\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png 2154w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-300x175.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1024x597.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-768x448.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1536x896.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-2048x1194.png 2048w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-18x10.png 18w\" sizes=\"(max-width: 2154px) 100vw, 2154px\" \/><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Existem tr\u00eas tipos de compra de m\u00eddia<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Lance em Tempo Real (RTB)<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/library\/guides\/real-time-bidding\">RTB<\/a> ou leil\u00e3o aberto, \u00e9 um m\u00e9todo de publicidade program\u00e1tica para comprar e vender o invent\u00e1rio de an\u00fancios de um editor em um leil\u00e3o em tempo real. Quando algu\u00e9m abre um site ou aplicativo, ele envia uma solicita\u00e7\u00e3o autom\u00e1tica de an\u00fancio. Os anunciantes ent\u00e3o d\u00e3o lances em tempo real, e o maior lance exibe seu an\u00fancio.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Mercado Privado (PMP)<\/strong><\/h3>\n<p>PMP \u00e9 outro tipo de compra program\u00e1tica de m\u00eddia que usa leil\u00f5es em tempo real para comprar e vender invent\u00e1rio de an\u00fancios, mas, ao contr\u00e1rio do RTB, n\u00e3o est\u00e1 dispon\u00edvel para todos os compradores. Uma PMP \u00e9 mais restrita e apenas um grupo seleto de anunciantes participa do leil\u00e3o. Essas plataformas PMP s\u00e3o altamente exclusivas e o invent\u00e1rio de an\u00fancios que \u00e9 vendido aqui \u00e9 de publicadores premium, o que gera resultados muito eficientes.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Program\u00e1tica Direta<\/strong><\/h3>\n<p>Este \u00e9 o seu acordo informal tradicional, mas em formato digital. O editor negocia diretamente com o anunciante, e eles concordam em vender o espa\u00e7o publicit\u00e1rio a um Custo Por Mil fixo.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Qual \u00e9 a principal vantagem da compra program\u00e1tica de m\u00eddia?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Com a compra program\u00e1tica de m\u00eddia,<strong> editores e anunciantes podem dizer \u201chasta la vista!\u201d \u00e0quela a\u00e7\u00e3o manual de comprar e vender invent\u00e1rio de an\u00fancios.<\/strong> Isso muda completamente a publicidade, pois economiza tempo e esfor\u00e7o. Tamb\u00e9m torna o processo mais transparente, fornece insights valiosos sobre dados, permite um direcionamento de an\u00fancios mais preciso e d\u00e1 a anunciantes e publicadores mais controle sobre quais an\u00fancios aparecem onde.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Facilite sua vida e turbine seus resultados com o program\u00e1tico!<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>A compra program\u00e1tica de m\u00eddia \u00e9 um m\u00e9todo automatizado, com boa rela\u00e7\u00e3o custo-benef\u00edcio e orientado por dados para adquirir invent\u00e1rio de an\u00fancios com segmenta\u00e7\u00e3o precisa. \u201cEst\u00e1 mudando a publicidade ao ajudar os anunciantes a obter mais valor de seus gastos com an\u00fancios. Tamb\u00e9m permite que os editores ganhem melhor receita por seu espa\u00e7o publicit\u00e1rio sem ficar presos em longas negocia\u00e7\u00f5es.\".<\/p>\n<p>Na Refinery89, criamos solu\u00e7\u00f5es tecnol\u00f3gicas que elevam todo o processo de publicidade program\u00e1tica para entregar os melhores resultados para nossos clientes. <a href=\"https:\/\/refinery89.com\/pt\/fale-conosco-refinery89\/\">Entre em contato conosco para saber tudo sobre nossa AdTech!<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How exactly does an ad that looks like it read your mind gets to pop up on a website? Media buying, the process of buying ad space, has evolved. Now with programmatic advertising, advertising, advertisers can quickly reach the right audience for their ad campaign. This is possible because the process is automated. It also [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[71,256,24,72,34],"class_list":["post-14279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-tech","tag-ads","tag-programmatic-advertising","tag-publishers","tag-refinery-academy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is programmatic media buying and how it works | R89<\/title>\n<meta name=\"description\" content=\"Programmatic advertising is changing the game! 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