| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.31 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A constante evolução das Tecnologias da Informação faz com atualmente o consumo de media seja completamente diferente daquilo que era nos primórdios da imprensa, rádio ou televisão. Existem cada vez mais dispositivos através dos quais as pessoas se podem informar, relacionar e consumir, bem como uma maior democratização na produção de conteúdo. Todos estes momentos de conexão revelam-se uma nova oportunidade para as marcas entrarem em contacto com inúmeros indivíduos ao mesmo tempo e com um grau de personalização que até então não era possível.
Contudo, este contexto marcado pela constante partilha e recolha de informação também torna o processo de compra e venda de espaços publicitários mais complexo. É neste sentido que se revela importante compreender os modelos publicitários que surgiram para responder às novas necessidades do mercado.
Assim, a presente dissertação tem como objetivo aprofundar o desenvolvimento da Publicidade Programática em Real-Time-Bidding, modelo que permite comprar e vender em tempo real espaços publicitários consoante o valor que determinada impressão apresenta naquele momento.
Para compreender de que forma se tem vindo a desenvolver este tipo de transações no mercado português recorreu-se a um estudo de carácter qualitativo, entrevistando-se os diferentes stakeholders deste mercado.
Os resultados permitiram verificar que o mercado português se encontra numa fase embrionária em que os publishers temem a perda de valor das suas propriedades. Este modelo é ainda apontado como uma estratégia complementar para rentabilizar inventário por vender ou de fraca qualidade. Ainda assim, acredita-se que este modelo vingará em Portugal através de modalidades de Programático que permitam salvaguardar o valor dos proprietários de conteúdo e dos anunciantes.
The actual Information Technology evolution promotes a different media consumption, comparing to the beginnings of press, radio and television. There are more devices through which people can learn, communicate and consume, and more democratization in content production. Those moments of connection are an opportunity for brands to initiate a relation with many users at the same time at a personalization level which wasn’t possible before. Nevertheless, this context full of information which can be shared and collected makes the advertising negotiation more complex. Therefore, it’s important to understand the advertising models that appears to grab the new market requirements. In this context, this research aims to analyze the evolution of Programmatic Advertising in Real-Time Bidding, a model through which it’s possible to buy and sell advertising placements in real-time considering the impression value in that moment. To understand how this type of transactions is evolving in the Portuguese market, it was used a qualitative method, interviewing different stakeholders of this market. The results indicate that Portuguese market is doing the first steps in this field and publishers fear the loss of value of their proprieties. This model is still be used to sell unsold or poor-quality inventory. Even so, it’s believed that it will be a major practice in Portugal, through different programmatic layers which can ensure the value of content owners and advertisers.
The actual Information Technology evolution promotes a different media consumption, comparing to the beginnings of press, radio and television. There are more devices through which people can learn, communicate and consume, and more democratization in content production. Those moments of connection are an opportunity for brands to initiate a relation with many users at the same time at a personalization level which wasn’t possible before. Nevertheless, this context full of information which can be shared and collected makes the advertising negotiation more complex. Therefore, it’s important to understand the advertising models that appears to grab the new market requirements. In this context, this research aims to analyze the evolution of Programmatic Advertising in Real-Time Bidding, a model through which it’s possible to buy and sell advertising placements in real-time considering the impression value in that moment. To understand how this type of transactions is evolving in the Portuguese market, it was used a qualitative method, interviewing different stakeholders of this market. The results indicate that Portuguese market is doing the first steps in this field and publishers fear the loss of value of their proprieties. This model is still be used to sell unsold or poor-quality inventory. Even so, it’s believed that it will be a major practice in Portugal, through different programmatic layers which can ensure the value of content owners and advertisers.
Description
Keywords
Publicidade programática RTB Publishers Trading desks Dados DMP DSP SSP Walled gardens Black-box RGPD Programmatic advertising Data GDPR