{"id":1076,"date":"2026-07-09T10:10:00","date_gmt":"2026-07-09T13:10:00","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1076"},"modified":"2026-07-08T23:07:21","modified_gmt":"2026-07-09T02:07:21","slug":"data-clean-rooms-ctv","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/data-clean-rooms-ctv\/","title":{"rendered":"Data Clean Rooms CTV: a sa\u00edda para a TV sem cookies"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br>\n<!--\n  T\u00cdTULO SEO: Data Clean Rooms CTV: a sa\u00edda para a TV sem cookies\n  SLUG: data-clean-rooms-ctv\n  META DESCRIPTION: Data clean rooms CTV ganham espa\u00e7o no Brasil como resposta \u00e0 fragmenta\u00e7\u00e3o de dados. Entenda como funcionam e o que muda para anunciantes.\n  PALAVRA-CHAVE FOCO: data clean rooms CTV\n  ALT TEXT IMAGEM DESTAQUE: Ambiente de data clean rooms CTV conectando dados de audi\u00eancia e varejo\n--><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- ENGLISH SUMMARY (inserir antes do H1) --><\/p>\n\n\n\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">Data Clean Rooms in CTV: Solving Brazil&#8217;s Cookieless Measurement Gap<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">Connected TV is a cookieless environment by design, which makes cross platform measurement one of the hardest problems in the ecosystem. Data clean rooms offer a privacy safe way to match first party data from retailers and brands with viewing data from CTV publishers, without exposing raw records. Nielsen reports growing OTT and CTV spend globally, and IAB projects double digit CTV growth in 2025, which pushes measurement to the top of the executive agenda. In Brazil, retail media and CTV budgets are converging fast, and clean rooms are becoming the connective layer that lets advertisers prove incrementality instead of just reach. For broadcasters, operators and retailers, the practical question is no longer whether to adopt this model but which architecture fits their scale and data maturity, since setup and governance costs vary widely between platform based, retailer led and independent clean rooms.<\/p>\n  <\/div>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Data Clean Rooms CTV: a sa\u00edda para a fragmenta\u00e7\u00e3o de dados na TV conectada<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Data clean rooms CTV deixaram de ser um tema de nicho em adtech. Eles viraram pe\u00e7a central da discuss\u00e3o sobre mensura\u00e7\u00e3o na televis\u00e3o conectada. Afinal, CTV \u00e9 um ambiente sem cookies por natureza. Por isso, provar resultado nesse canal ainda \u00e9 dif\u00edcil.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por que a mensura\u00e7\u00e3o em CTV ainda \u00e9 um problema<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Nielsen registra que <strong>56% dos anunciantes globais<\/strong> planejam aumentar o investimento em OTT e CTV em 2025. Esse crescimento se concentra nas Am\u00e9ricas. Igualmente, o IAB projeta expans\u00e3o de mais de 11% para o canal no mesmo per\u00edodo. Portanto, o or\u00e7amento cresce mais r\u00e1pido do que a capacidade de medir esse or\u00e7amento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O identificador cl\u00e1ssico da internet, o cookie de terceiros, simplesmente n\u00e3o existe em CTV. O IP da casa \u00e9 o sinal mais pr\u00f3ximo dispon\u00edvel. Por\u00e9m, ele muda com frequ\u00eancia e representa v\u00e1rios espectadores ao mesmo tempo. Consequentemente, ligar exposi\u00e7\u00e3o ao an\u00fancio e resultado de venda vira um exerc\u00edcio de aproxima\u00e7\u00e3o. N\u00e3o \u00e9 uma medi\u00e7\u00e3o de precis\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que s\u00e3o data clean rooms e como funcionam em CTV<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Um data clean room \u00e9 um ambiente seguro. Nele, duas ou mais partes combinam suas bases de dados e recebem de volta apenas resultados agregados. Nenhum registro individual atravessa essa fronteira. Essa \u00e9 a diferen\u00e7a central em rela\u00e7\u00e3o ao compartilhamento tradicional de dados entre anunciante e ve\u00edculo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na pr\u00e1tica, existem tr\u00eas arquiteturas principais. Primeiro, clean rooms de plataforma, operados por grandes players e restritos ao ecossistema deles. Segundo, clean rooms de varejo, nos quais o retailer controla dados determin\u00edsticos de compra. Esse modelo \u00e9 especialmente \u00fatil em campanhas de retail media dentro da CTV. Terceiro, clean rooms independentes, que atuam como orquestradores neutros entre anunciante, publisher e varejista.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada arquitetura tem um custo de implanta\u00e7\u00e3o diferente. Por essa raz\u00e3o, escolher o modelo errado costuma custar mais caro do que n\u00e3o ter clean room nenhum. Vale mapear a demanda real antes de decidir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O \u00e2ngulo brasileiro: retail media, CTV e o pr\u00f3ximo passo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No Brasil, o avan\u00e7o de <a href=\"https:\/\/madmix.tv.br\/blog\/cloud-gaming-no-brasil\/\">novas camadas interativas sobre a mesma infraestrutura de v\u00eddeo<\/a> mostra algo importante. A tela conectada j\u00e1 opera como plataforma de distribui\u00e7\u00e3o m\u00faltipla. Ela deixou de ser apenas um canal de m\u00eddia. Retail media e CTV crescem juntos, e ambos dependem de dados de primeira parte para funcionar bem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Essa converg\u00eancia cria o cen\u00e1rio ideal para clean rooms. Afinal, o varejista tem o dado de compra. O operador de CTV tem o dado de audi\u00eancia. Nenhum dos dois quer entregar sua base bruta ao outro. O clean room resolve exatamente essa tens\u00e3o. Ele permite que ambos me\u00e7am o resultado combinado sem abrir m\u00e3o do controle sobre o pr\u00f3prio dado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por outro lado, \u00e9 preciso realismo. Segundo levantamento do setor, o custo m\u00e9dio de um clean room corporativo gira em torno de <strong>US$ 879 mil<\/strong>. Quase metade das empresas que ainda n\u00e3o adotaram aponta o or\u00e7amento como principal barreira, conforme dados citados pelo <a href=\"https:\/\/www.emarketer.com\/content\/clean-rooms--curation--ai-emerge-adtech-s-biggest-trends-of-2026\">eMarketer<\/a>. Assim, abaixo de determinado volume de m\u00eddia, a conta simplesmente n\u00e3o fecha.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Implica\u00e7\u00e3o pr\u00e1tica para quem opera CTV no Brasil<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para broadcasters, operadores e fabricantes de Smart TV, o recado \u00e9 direto. Primeiro, mapear qual dado de audi\u00eancia j\u00e1 existe e em que qualidade ele est\u00e1. Depois, entender a demanda real. Um clean room dedicado se justifica, ou as op\u00e7\u00f5es gratuitas de walled garden j\u00e1 resolvem o problema no curto prazo?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nesse sentido, empresas com menos de determinado patamar de investimento em m\u00eddia tendem a come\u00e7ar pelos ambientes gratuitos. Os data hubs j\u00e1 oferecidos por grandes plataformas de an\u00fancio cumprem esse papel inicial. J\u00e1 opera\u00e7\u00f5es com escala relevante em CTV e retail media combinados seguem outro caminho. Elas encontram no clean room dedicado uma forma de provar incrementalidade com mais rigor, algo que a <a href=\"https:\/\/www.aidigital.com\/blog\/what-is-a-data-clean-room\">AI Digital<\/a> tamb\u00e9m destaca como tend\u00eancia estrutural do setor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vale refor\u00e7ar um ponto. A corrida por clean rooms n\u00e3o nasceu apenas do fim anunciado dos cookies no Chrome. Mesmo com o adiamento dessa mudan\u00e7a, outras for\u00e7as continuam pressionando o mercado. LGPD, GDPR e as restri\u00e7\u00f5es de rastreamento no iOS seguem exigindo colabora\u00e7\u00e3o de dados sem exposi\u00e7\u00e3o de identidade individual. Ou seja, o problema estrutural persiste, independentemente do calend\u00e1rio de qualquer navegador.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Data clean rooms CTV n\u00e3o resolvem tudo, mas resolvem o problema certo: medir sem expor. O mercado brasileiro j\u00e1 une retail media, streaming e TV 3.0 na mesma tela. Por isso, essa camada de colabora\u00e7\u00e3o de dados tende a se tornar padr\u00e3o, n\u00e3o diferencial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sua opera\u00e7\u00e3o de CTV ainda mede audi\u00eancia sem conseguir provar impacto no neg\u00f3cio? Vale conversar com quem j\u00e1 estruturou esse tipo de opera\u00e7\u00e3o em outros mercados. <a href=\"https:\/\/madmix.tv.br\/blog\">Confira outros conte\u00fados da MADMIX sobre CTV, retail media e monetiza\u00e7\u00e3o<\/a> ou fale diretamente com Marcelo e Ricardo. Eles ajudam a entender onde sua opera\u00e7\u00e3o est\u00e1 perdendo dado, e margem, pelo caminho.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Data Clean Rooms in CTV: Solving Brazil&#8217;s Cookieless Measurement Gap &#9660; Connected TV is a cookieless environment by design, which makes cross platform measurement one of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1080,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[154,25,181,206,205,23,28],"ppma_author":[120],"class_list":["post-1076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-brasil","tag-adtech","tag-ctv","tag-emarketer","tag-mensuracao-ctv","tag-nielsen","tag-retail-media","tag-tv-conectada"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Data Clean Rooms CTV: a sa\u00edda para a TV sem cookies &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Data clean rooms CTV ganham espa\u00e7o no Brasil como resposta \u00e0 fragmenta\u00e7\u00e3o de dados. 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