{"id":325561,"date":"2020-03-30T04:00:00","date_gmt":"2020-03-30T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\/"},"modified":"2023-09-27T11:52:22","modified_gmt":"2023-09-27T11:52:22","slug":"the-post-cookie-fallout-perguntas-e-respostas-do-webinar","status":"publish","type":"post","link":"https:\/\/integralads.com\/br\/insider\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\/","title":{"rendered":"The Post-Cookie Fallout: perguntas e respostas do webinar"},"content":{"rendered":"

No nosso webinar \u201cPost-Cookie Fallout\u201d, conversamos sobre solu\u00e7\u00f5es e melhores pr\u00e1ticas para ajudar os publishers a maximizarem o valor do invent\u00e1rio no encal\u00e7o das incertezas e mudan\u00e7as no setor. O descolamento da segmenta\u00e7\u00e3o por cookies \u00e9 a oportunidade perfeita para os publishers. Existe uma iniciativa para identificar novas formas de ganhar com invent\u00e1rio antes n\u00e3o monetizado e maximizar a rentabilidade, mantendo, ao mesmo tempo, a qualidade do invent\u00e1rio, t\u00e3o valiosa para os anunciantes.<\/p>\n

Moderadoras:<\/strong>
\nAlynn Beyder, gerente s\u00eanior de marketing de produtos
\nYvette Lapompe, gerente s\u00eanior de produtos<\/p>\n

Esta n\u00e3o \u00e9 bem uma informa\u00e7\u00e3o nova, mas o aumento das leis sobre privacidade de dados, aliada \u00e0 promessa do Chrome de acabar com os cookies at\u00e9 2022, acendeu novas conversas entre publishers, anunciantes e provedores de tecnologia. Essas mudan\u00e7as sem d\u00favida afetar\u00e3o por muito tempo a forma como consumimos e fazemos transa\u00e7\u00f5es com m\u00eddias digitais. Quando os publishers conseguirem superar essas mudan\u00e7as, eles estar\u00e3o em posi\u00e7\u00e3o para retomar o controle do conte\u00fado e de first-party data (dados prim\u00e1rios).<\/p>\n

Continue a ler e veja nossas respostas \u00e0s perguntas dos participantes. Para assistir a uma grava\u00e7\u00e3o do webinar quando quiser, preencha o formul\u00e1rio a seguir.<\/p>\n

Quais s\u00e3o as alternativas \u00e0s solu\u00e7\u00f5es baseadas em cookies?<\/strong><\/p>\n

Publicidade contextual \u00e9 capaz de ampliar o alcance da audi\u00eancia para publishers com ricos ativos de first-party data e de fornecer uma eficiente alternativa aos cookies a quem n\u00e3o os t\u00eam.<\/p>\n

O que \u00e9 essa intelig\u00eancia contextual da IAS? \u00c9 um produto?<\/strong><\/p>\n

No final de 2019, a IAS lan\u00e7ou uma solu\u00e7\u00e3o para os publishers maximizarem ainda mais o impacto do conte\u00fado. Contextual Intelligence \u00e9 a mais recente oferta de produtos para nossos publishers parceiros. Para saber mais, baixe nossa p\u00e1gina de apresenta\u00e7\u00e3o aqui<\/a>.<\/p>\n

Como a solu\u00e7\u00e3o da IAS funciona com mais de um idioma?<\/strong><\/p>\n

No momento, a IAS \u00e9 compat\u00edvel com mais de 40 idiomas para prote\u00e7\u00e3o global de brand safety, com 29 desses idiomas dispon\u00edveis para segmenta\u00e7\u00e3o contextual granular. Para ver a lista completa com todos os idiomas, fale com seu representante da IAS.<\/p>\n

Isso \u00e9 um tipo de processamento de linguagem natural (PLN) ou a IAS trabalha com parceiros avan\u00e7ados?<\/strong><\/p>\n

Em novembro de 2019, a IAS adquiriu a ADmantX<\/a>, a maior provedora de solu\u00e7\u00f5es sem\u00e2ntico-cognitivas, para agilizar nossos recursos de segmenta\u00e7\u00e3o contextual.<\/p>\n

Como os publishers est\u00e3o utilizando a intelig\u00eancia contextual?<\/strong><\/p>\n

Ainda que os casos de uso variem conforme as necessidades de cada publisher, no final das contas a meta da intelig\u00eancia contextual \u00e9 reduzir o desperd\u00edcio e aumentar a rentabilidade, garantindo que todas as impress\u00f5es sejam monetizadas. Nosso setor precisa se unir para ir al\u00e9m das listas de bloqueio de palavras-chave e padr\u00f5es bin\u00e1rios de brand safety.<\/p>\n

Por meio de intelig\u00eancia contextual, os publishers v\u00e3o ganhar o insight para reunir e precificar o invent\u00e1rio conforme as necessidades de cada anunciante. Isso \u00e9 especialmente \u00fatil para colocar em campo licita\u00e7\u00f5es. O mesmo anunciante pode ter diferentes prefer\u00eancias de adequa\u00e7\u00e3o para cada campanha. Por exemplo, um anunciante farmac\u00eautico que deseja promover dois f\u00e1rmacos diferentes ter\u00e1 diferentes metas de campanha. Ao conseguir criar v\u00e1rias op\u00e7\u00f5es de segmenta\u00e7\u00e3o personalizada, uma para cada segmento de nicho farmac\u00eautico, o publisher ter\u00e1 enorme vantagem em ganhar o neg\u00f3cio.<\/p>\n

Voc\u00eas podem dar alguns insights de brand safety para os publishers entenderem como as compras program\u00e1ticas s\u00e3o segmentadas\/filtradas antes do lance (bid)?<\/strong><\/p>\n

A IAS est\u00e1 bem no centro do ecossistema. Fornecemos solu\u00e7\u00f5es para profissionais de marketing, publishers e parceiros de AdTech, como DSPs e SSPs. Se voc\u00ea for SSP, recomendamos integrar-se \u00e0 nossa Segment API para criar ofertas de PMP para seus publishers em escala. Ao se integrar a essa API, voc\u00ea conseguir\u00e1 selecionar ofertas conforme categorias contextuais e garantir que os PMPs dos seus publishers veiculem anunciantes que achem esses dados adequados e, assim, n\u00e3o bloqueiem p\u00f3s-lance.<\/p>\n

Qual \u00e9 o impacto do \u201capocalipse dos cookies\u201d sobre a efic\u00e1cia de medi\u00e7\u00e3o da IAS?<\/strong><\/p>\n

Por sorte, a maior parte das nossas solu\u00e7\u00f5es n\u00e3o depende de cookies de terceiros nem de fingerprinting, por isso n\u00e3o prevemos nenhum impacto mensur\u00e1vel nos recursos existentes. At\u00e9 o momento, as configura\u00e7\u00f5es padr\u00e3o dos principais navegadores n\u00e3o sentiram impacto negativo sobre os recursos centrais da IAS, com a exce\u00e7\u00e3o da nossa oferta Online Conversion Lift. Essa solu\u00e7\u00e3o espec\u00edfica depende do rastreamento por cookies para vincular a performance da campanha a resultados. Estamos monitorando com aten\u00e7\u00e3o o impacto das atualiza\u00e7\u00f5es de privacidade dos principais navegadores sobre a coleta de cookies e, ao mesmo tempo, trabalhando ativamente com o setor para inovar com solu\u00e7\u00f5es contextuais.<\/p>\n

Ainda ser\u00e1 poss\u00edvel veicular tags de monitoramento ou bloqueio sem conseguir ver cookies?<\/strong><\/p>\n

Como nossas solu\u00e7\u00f5es centrais de verifica\u00e7\u00e3o n\u00e3o usam cookies para medir a qualidade da m\u00eddia, continuaremos a veicular tags de monitoramento e de bloqueio.<\/p>\n

Como a segmenta\u00e7\u00e3o contextual resolver\u00e1 os problemas deixados para tr\u00e1s com a perda dos cookies?<\/strong><\/p>\n

Com a segmenta\u00e7\u00e3o contextual, voc\u00ea pode desbloquear conte\u00fado relevante e melhorar a monetiza\u00e7\u00e3o por meio de pacotes inteligentes. Nosso papel aqui n\u00e3o \u00e9 dizer a voc\u00ea como vender seu invent\u00e1rio, mas com a intelig\u00eancia contextual, ser\u00e1 poss\u00edvel ganhar um insight mais profundo sobre a melhor forma de segmentar e precificar o conte\u00fado conforme uma an\u00e1lise sem\u00e2ntica e no n\u00edvel de p\u00e1gina. Com isso, voc\u00ea descobre o valor oculto de todo o seu invent\u00e1rio, monetizando novos canais diretos e program\u00e1ticos. Controle CPMs mais altos para posicionar an\u00fancios hiperssegmentados em conte\u00fado editorial espec\u00edfico.<\/p>\n

Com a despedida dos cookies, quais ser\u00e3o os benef\u00edcios do publisher?<\/strong><\/p>\n

Os publishers estar\u00e3o em uma melhor posi\u00e7\u00e3o para recobrar o controle. First-party data (dados prim\u00e1rios) sem d\u00favida se transformar\u00e3o em MVP \u00e0 medida que nos afastarmos dos cookies, permitindo que os publishers aumentem muito o valor do conte\u00fado premium. Em vez de tentar alcan\u00e7ar o p\u00fablico-alvo com base nos dados comportamentais coletados exclusivamente de cookies, os anunciantes precisar\u00e3o criar parcerias afinadas com criadores de conte\u00fado.<\/p>\n

Para saber mais, preencha o formul\u00e1rio a seguir ou confira aqui nossos webinars on-demand<\/a>.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

No nosso webinar \u201cPost-Cookie Fallout\u201d, conversamos sobre solu\u00e7\u00f5es e melhores pr\u00e1ticas para ajudar os publishers a maximizarem o valor do invent\u00e1rio no encal\u00e7o das incertezas e mudan\u00e7as no setor.<\/p>\n","protected":false},"author":1,"featured_media":295251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[640,650,639],"tags":[],"class_list":["post-325561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-brand-suitability-br","category-publishers-br","category-topicos"],"acf":[],"yoast_head":"\nThe Post-Cookie Fallout: perguntas e respostas do webinar - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/br\/insider\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Post-Cookie Fallout: perguntas e respostas do webinar\" \/>\n<meta property=\"og:description\" content=\"No nosso webinar \u201cPost-Cookie Fallout\u201d, conversamos sobre solu\u00e7\u00f5es e melhores pr\u00e1ticas para ajudar os publishers a maximizarem o valor do invent\u00e1rio no encal\u00e7o das incertezas e mudan\u00e7as no setor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/br\/insider\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-30T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-27T11:52:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/WB-contextual-webinar-header-3-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"The Post-Cookie Fallout: perguntas e respostas do webinar\",\"datePublished\":\"2020-03-30T04:00:00+00:00\",\"dateModified\":\"2023-09-27T11:52:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/\"},\"wordCount\":1087,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/WB-contextual-webinar-header-3-1-1.png\",\"articleSection\":[\"Brand safety e brand suitability\",\"Publishers\",\"T\u00f3picos\"],\"inLanguage\":\"br\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/br\\\/insider\\\/the-post-cookie-fallout-perguntas-e-respostas-do-webinar\\\/\",\"name\":\"The Post-Cookie Fallout: perguntas e respostas do webinar - 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