{"id":5464,"date":"2022-05-16T18:53:54","date_gmt":"2022-05-16T21:53:54","guid":{"rendered":"https:\/\/www.actionlabs.com.br\/?p=5464"},"modified":"2023-03-31T15:59:39","modified_gmt":"2023-03-31T18:59:39","slug":"sua-empresa-esta-preparada-para-a-era-cookieless","status":"publish","type":"post","link":"https:\/\/www.actionlabs.com.br\/en\/insights\/sua-empresa-esta-preparada-para-a-era-cookieless\/","title":{"rendered":"Sua empresa est\u00e1 preparada para a Era Cookieless?"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><em>Ecossistema de servi\u00e7os digitais corre contra o tempo para criar novas estrat\u00e9gias de aquisi\u00e7\u00e3o e fideliza\u00e7\u00e3o de clientes<\/em><\/h2>\n\n\n\n<p>Em meio \u00e0s ambiguidades e incertezas do mercado digital, resta pelo menos uma convic\u00e7\u00e3o: a <strong>descontinua\u00e7\u00e3o do rastreamento de cookies de terceiros<\/strong> ser\u00e1 um dos maiores desafios para a sua empresa nos pr\u00f3ximos meses, se n\u00e3o o maior. Essa senten\u00e7a \u00e9 v\u00e1lida para publishers, ag\u00eancias de\u00a0marketing digital, empresas que trabalham com comercializa\u00e7\u00e3o de audi\u00eancias e, claro, marcas.<\/p>\n\n\n\n<p>O <strong>Google<\/strong> deu f\u00f4lego extra aos players quando anunciou o<strong> prolongamento do fim dos cookies para 2023<\/strong>. Em comunicado oficial, a big tech de Mountain View afirma que quer ouvir o p\u00fablico, os \u00f3rg\u00e3os reguladores e a ind\u00fastria de publicidade para \u201cavan\u00e7ar de forma respons\u00e1vel\u201d. Isso <strong>n\u00e3o significa que h\u00e1 tempo de sobra<\/strong> para encher os pulm\u00f5es e se preparar para a disrup\u00e7\u00e3o que vem por a\u00ed.<\/p>\n\n\n\n<p>A <strong>falta de clareza<\/strong> sobre o novo formato <strong>n\u00e3o deve ser um impeditivo<\/strong> para come\u00e7ar a se preparar para os impactos que s\u00e3o incontest\u00e1veis. Enquanto a maioria das ag\u00eancias e anunciantes aguarda o <a href=\"https:\/\/privacysandbox.com\/\">Google<\/a> divulgar o API orientador do novo modelo, \u00e9 poss\u00edvel, desde j\u00e1, <strong>explorar maneiras criativas de atingir audi\u00eancias sem a depend\u00eancia de terceiros<\/strong>. \u00c9 hora de testar novas estrat\u00e9gias e tecnologias para prosperar no misterioso <strong>universo cookieless<\/strong>, tais como:<\/p>\n\n\n\n<p><strong>Dados prim\u00e1rios<\/strong><\/p>\n\n\n\n<p>Difundidos desde o in\u00edcio da <strong>LGPD<\/strong>, os dados prim\u00e1rios (ou <strong>first-party data<\/strong>) despontam como caminho natural para muitas marcas. Coletados diretamente da fonte original e <strong>gerados pela pr\u00f3pria empresa<\/strong>, servem para entender comportamentos, motiva\u00e7\u00f5es, estilos de vida e percep\u00e7\u00f5es do p\u00fablico.<\/p>\n\n\n\n<p>A compreens\u00e3o dos dados capturados, por\u00e9m, envolve processos de <strong>tratamento<\/strong>, <strong>gerenciamento<\/strong> and <strong>preserva\u00e7\u00e3o<\/strong>. Al\u00e9m de assegurar \u00e9tica e prote\u00e7\u00e3o, os <strong>requisitos de controle e consentimento<\/strong> tamb\u00e9m ajudam nos indicadores de engajamento, fidelidade, satisfa\u00e7\u00e3o e confian\u00e7a do cliente.<\/p>\n\n\n\n<p><strong>Ativos propriet\u00e1rios<\/strong><\/p>\n\n\n\n<p>A busca por <strong>audi\u00eancia direta e sem intermedia\u00e7\u00e3o<\/strong> vem desencadeando investimentos em <strong>plataformas de conte\u00fado pr\u00f3prio<\/strong>, solu\u00e7\u00f5es de <strong>newsletters<\/strong> e curadoria de <strong>informa\u00e7\u00f5es especializadas<\/strong>. Para consolidar autoridade em seus respectivos segmentos, algumas empresas ousam com a\u00e7\u00f5es sofisticadas, como <strong>brand publishing<\/strong> and <strong>think tanks<\/strong>.<\/p>\n\n\n\n<p><strong>Segmenta\u00e7\u00e3o contextual<\/strong><\/p>\n\n\n\n<p>Solu\u00e7\u00f5es baseadas em algoritmos j\u00e1 existentes podem suprir a necessidade de cria\u00e7\u00e3o de arquitetura pr\u00f3pria de dados no futuro. Fruto da combina\u00e7\u00e3o de <strong>machine learning<\/strong> com ferramentas avan\u00e7adas de <strong>intelig\u00eancia artificial<\/strong>, a segmenta\u00e7\u00e3o por contexto garante <strong>percep\u00e7\u00e3o pr\u00f3xima da humana<\/strong>, permitindo a entrega de <strong>mensagens relevantes alinhadas ao conte\u00fado<\/strong>.<\/p>\n\n\n\n<p>Outras solu\u00e7\u00f5es que podem ser combinadas para construir segmenta\u00e7\u00e3o e personaliza\u00e7\u00e3o: aprimorar o foco em <strong>omnichannel<\/strong>; ultraqualificar <strong>menores p\u00fablicos<\/strong>; trabalhar a <strong>jornada do consumidor em tempo real<\/strong>.<\/p>\n\n\n\n<p>Receitas simples e infal\u00edveis para o fim dos cookies de terceiros s\u00e3o ilus\u00f3rias. Mas j\u00e1 \u00e9 poss\u00edvel antecipar um ingrediente indispens\u00e1vel ao preparo para a nova jornada: <strong>colabora\u00e7\u00e3o<\/strong>. As <strong>boas pr\u00e1ticas<\/strong> em seguran\u00e7a e privacidade e as <strong>melhores estrat\u00e9gias<\/strong> para manter uma rela\u00e7\u00e3o personalizada com o p\u00fablico <strong>ser\u00e3o constru\u00eddas gradativamente e de forma conjunta<\/strong> por anunciantes, ag\u00eancias e ve\u00edculos de m\u00eddia.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Ecossistema de servi\u00e7os digitais corre contra o tempo para criar novas estrat\u00e9gias de aquisi\u00e7\u00e3o e fideliza\u00e7\u00e3o de clientes Em meio \u00e0s ambiguidades e incertezas do mercado digital, resta pelo menos uma convic\u00e7\u00e3o: a descontinua\u00e7\u00e3o do rastreamento de cookies de terceiros ser\u00e1 um dos maiores desafios para a sua empresa nos pr\u00f3ximos meses, se n\u00e3o o [&hellip;]<\/p>","protected":false},"author":1,"featured_media":5465,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":"","two_page_speed":[]},"categories":[1],"tags":[323,322,50,324],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sua empresa est\u00e1 preparada para a Era Cookieless? 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