{"id":14396,"date":"2025-08-26T10:28:26","date_gmt":"2025-08-26T08:28:26","guid":{"rendered":"https:\/\/refinery89.com\/?p=14396"},"modified":"2025-08-26T12:08:44","modified_gmt":"2025-08-26T10:08:44","slug":"adtech-warnsignale","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/adtech-red-flags\/","title":{"rendered":"Sinais de alerta em AdTech: 4 falsas promessas que os publishers devem evitar"},"content":{"rendered":"<p>Se voc\u00ea administra um site com um bom volume de tr\u00e1fego, j\u00e1 sabe como \u00e9: sua caixa de entrada vive cheia de mensagens de poss\u00edveis \u201cparceiros\u201d que prometem dobrar (ou at\u00e9 triplicar!) sua receita da noite para o dia. Alguns t\u00eam boas inten\u00e7\u00f5es. Outros, nem tanto. O desafio \u00e9 saber em quem confiar e como evitar aqueles que s\u00f3 v\u00e3o te fazer perder tempo \u2014 ou at\u00e9 dinheiro.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jaimevazquezrossell\/\" target=\"_blank\" rel=\"noopener\">Jaime V\u00e1zquez<\/a>, nosso dedicado Diretor de Vendas Internas para Publishers, assume o teclado hoje para compartilhar os 4 principais alertas que voc\u00ea n\u00e3o deve ignorar ao <a href=\"https:\/\/refinery89.com\/pt\/solucao-parceiro-de-monetizacao-de-anuncios-aspectos-chave\/\" target=\"_blank\" rel=\"noopener\">procurar um parceiro em AdTech.<\/a><\/p>\n<p>Vamos ver o que ele tem pra contar, come\u00e7ando pela promessa vazia mais comum que voc\u00ea pode encontrar.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cGarantimos um aumento de X% na sua receita\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u201cOi! Vi o seu site e acho que voc\u00ea pode gerar 40% a mais de receita com an\u00fancios.\u201d Soa familiar?<\/p>\n<p>Essa \u00e9 a cl\u00e1ssica e a pior de todas as promessas. Ningu\u00e9m \u2014 e quando dizemos ningu\u00e9m, \u00e9 ningu\u00e9m mesmo \u2014 pode garantir um aumento de X% na sua receita sem conhecer as m\u00e9tricas do seu site.<\/p>\n<p>Claro, existem exce\u00e7\u00f5es. Se voc\u00ea ainda n\u00e3o usa um <a href=\"https:\/\/refinery89.com\/pt\/high-value-ad-formats-for-publishers\/\" target=\"_blank\" rel=\"noopener\">a um formato de alto valor<\/a> , como um Push-Up ou um Interstitial, adicion\u00e1-lo \u00e0 sua estrat\u00e9gia pode gerar rapidamente um aumento de 30\u201340% (ou at\u00e9 mais!). Mas sem implementar algo novo e sem analisar seus dados reais, \u00e9 puro achismo.<\/p>\n<p>Cada site \u00e9 \u00fanico. A receita pode ser influenciada por v\u00e1rios fatores, como:<\/p>\n<ul>\n<li><strong>A visibilidade<\/strong>: Quanto maior a visibilidade, melhor o desempenho.<\/li>\n<li><strong>Tempo no site<\/strong>: Sess\u00f5es mais longas geralmente significam melhor monetiza\u00e7\u00e3o.<\/li>\n<li><strong>Origem do tr\u00e1fego<\/strong>: Tanto o pa\u00eds quanto a origem (busca, redes sociais, acesso direto, etc.) fazem diferen\u00e7a.<\/li>\n<li><strong>Densidade de an\u00fancios<\/strong>: Mais an\u00fancios podem significar mais receita, certo? Mas se voc\u00ea exagerar, vai acabar prejudicando a experi\u00eancia do usu\u00e1rio.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Se algu\u00e9m te promete um aumento espec\u00edfico sem antes analisar suas m\u00e9tricas ou sem sugerir adicionar um novo formato, \u00e9 um sinal de alerta.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTemos uma campanha direta da marca X\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Quando voc\u00ea receber algo como \u201cAcabamos de conseguir uma campanha da (nome da marca) e seu site seria perfeito para ela. Basta colocar esta tag no seu site\u2026\u201d, \u00e9 hora de parar e pensar duas vezes.<\/p>\n<p>Os acordos diretos s\u00e3o o sonho de todo publisher por causa do <a href=\"https:\/\/refinery89.com\/pt\/all-about-cost-per-mille-cpm\/\" target=\"_blank\" rel=\"noopener\">CPM (Custo por Mil)<\/a> atraente que oferecem. \u00c9 por isso que esse discurso funciona \u2014 e exatamente por isso voc\u00ea deve ter cuidado.<\/p>\n<p>Se uma marca estiver realmente interessada no seu site, a abordagem profissional \u00e9 assinar uma <a href=\"https:\/\/support.google.com\/displayvideo\/answer\/2696705?hl=en\" target=\"_blank\" rel=\"noopener\">IO (Insertion Order)<\/a> para um n\u00famero espec\u00edfico de impress\u00f5es com um CPM acordado. De prefer\u00eancia, a campanha deve ser executada no seu pr\u00f3prio ad server, e n\u00e3o por meio de uma tag externa que voc\u00ea n\u00e3o controla. E n\u00e3o se esque\u00e7a de definir a dura\u00e7\u00e3o da campanha! Se a campanha terminar em duas semanas, com o que eles v\u00e3o preencher o espa\u00e7o depois?<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cVoc\u00ea pode ganhar um CPM de X com toda esta campanha.\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Seguindo o nosso ponto anterior, nem tudo \u00e9 uma grande mentira. Algumas empresas realmente t\u00eam campanhas diretas fortes, mas a realidade \u00e9 que a maior parte do invent\u00e1rio \u00e9 preenchida programaticamente. Nesses casos, fale em <a href=\"https:\/\/refinery89.com\/pt\/cpm-vs-rpm\/\" target=\"_blank\" rel=\"noopener\">RPM (receita por mil visualiza\u00e7\u00f5es de p\u00e1gina) em vez de CPM.<\/a><\/p>\n<p>Por qu\u00ea? Porque um CPM alto com uma taxa de preenchimento baixa vai acabar com o seu RPM.<\/p>\n<p>Por exemplo: se voc\u00ea rodar uma campanha no seu site com um CPM de \u20ac1 e ela tiver apenas 10% de taxa de preenchimento, voc\u00ea acabar\u00e1 com um RPM de \u20ac0,10 para essa campanha direta. Ai.<\/p>\n<p>O que parecia um \u00f3timo acordo pode, na verdade, te fazer perder receita.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTrabalhamos com (nome de um grande site)\u201d \u2013 Spoiler: \u00e9 mentira.<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Essa \u00e9 uma pr\u00e1tica comum entre novas empresas no mercado que buscam credibilidade r\u00e1pida. Elas costumam citar grandes publishers com quem supostamente \u201ctrabalham\u201d, mas na verdade isso n\u00e3o \u00e9 verdade.<\/p>\n<p>O ideal \u00e9 verificar isso atrav\u00e9s dos <a href=\"https:\/\/refinery89.com\/pt\/importance-of-ads-txt\/\" target=\"_blank\" rel=\"noopener\">arquivos ads.txt<\/a>, digitando \/ads.txt logo ap\u00f3s a URL do site. O problema \u00e9 que nem todos os publishers mant\u00eam esses arquivos limpos e atualizados, ent\u00e3o nem sempre \u00e9 totalmente confi\u00e1vel. Mesmo assim, uma verifica\u00e7\u00e3o r\u00e1pida pode te salvar de ser enganado.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>O que os publishers devem fazer antes de acreditar em uma promessa<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Evita perder tempo e recursos com promessas vazias mantendo estas boas pr\u00e1ticas em mente:<\/p>\n<ul>\n<li><strong>Pe\u00e7a provas e refer\u00eancias: <\/strong>Os verdadeiros parceiros ter\u00e3o prazer em compartilhar estudos de caso, refer\u00eancias e dados verific\u00e1veis.<\/li>\n<li><strong>Teste com os seus pr\u00f3prios n\u00fameros:<\/strong> N\u00e3o confie em percentuais de aumento inventados. Me\u00e7a o impacto real no seu invent\u00e1rio.<\/li>\n<li><strong>D\u00ea prioridade ao RPM em vez do CPM: <\/strong><a href=\"https:\/\/refinery89.com\/pt\/ad-fill-rate-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Fill rate<\/a>, <a href=\"https:\/\/refinery89.com\/pt\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilidade<\/a>e a demanda real importam mais do que o CPM de destaque.<\/li>\n<li><strong>Verifique o ads.txt e as integra\u00e7\u00f5es:<\/strong> Embora nem sempre seja perfeito, \u00e9 uma primeira verifica\u00e7\u00e3o \u00fatil para validar as alega\u00e7\u00f5es de um parceiro.<\/li>\n<li><strong>Comece aos poucos:<\/strong> Fa\u00e7a testes curtos com a tecnologia do seu parceiro antes de se comprometer com contratos de longo prazo.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Criar uma parceria AdTech de verdade n\u00e3o \u00e9 uma miss\u00e3o imposs\u00edvel<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Nem todas as empresas de AdTech s\u00e3o ruins. Algumas das boas tamb\u00e9m usam o mesmo vocabul\u00e1rio: uplift, receita, configura\u00e7\u00e3o f\u00e1cil\u2026 porque \u00e9 o que os publishers esperam ouvir. A diferen\u00e7a est\u00e1 no acompanhamento e na capacidade de cumprir essas promessas. Voc\u00ea, como publisher, deve focar em trabalhar com parceiros que possam provar seu valor com dados, entregar resultados consistentes e investir em um relacionamento de longo prazo em vez de ganhos r\u00e1pidos.<\/p>\n<p>A transpar\u00eancia em AdTech n\u00e3o \u00e9 negoci\u00e1vel, e \u00e9 por isso que nossos Refiners v\u00e3o direto ao ponto para garantir a melhor estrat\u00e9gia para o crescimento do seu site. <a href=\"https:\/\/refinery89.com\/pt\/fale-conosco-refinery89\/\" target=\"_blank\" rel=\"noopener\">Descubra aqui nossa miss\u00e3o, solu\u00e7\u00f5es e servi\u00e7os personalizados para maximizar a monetiza\u00e7\u00e3o dos seus an\u00fancios.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If you are running a website with any decent traffic, you already know the drill: your inbox fills up every day with messages from potential \u201cpartners\u201d who claim they can double (or even triple!) your revenue overnight. Some are well-meaning. Some are not. The challenge is knowing which one to trust and how to avoid [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[71,24,72],"class_list":["post-14396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-publishers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdTech Red Flags: 4 False Promises Publishers Must Avoid | R89<\/title>\n<meta name=\"description\" content=\"Jaime Vazquez, our Publisher Inside Sales Director, steps in to reveal 4 AdTech red flags publishers should watch out for.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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