{"id":1287,"date":"2026-08-11T13:35:30","date_gmt":"2026-08-11T16:35:30","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1287"},"modified":"2026-08-11T13:42:57","modified_gmt":"2026-08-11T16:42:57","slug":"mensuracao-retail-media","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/mensuracao-retail-media\/","title":{"rendered":"Mensura\u00e7\u00e3o de Retail Media: o Gargalo do Setor"},"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: Mensura\u00e7\u00e3o de Retail Media: o Gargalo do Setor\n  SLUG: mensuracao-retail-media\n  META DESCRIPTION: O retail media brasileiro bateu recorde de investimento, mas a mensura\u00e7\u00e3o de retail media ainda trava o setor. Entenda o que falta mudar.\n  PALAVRA-CHAVE FOCO: mensura\u00e7\u00e3o de retail media\n  ALT TEXT IMAGEM DESTAQUE: gr\u00e1fico de mensura\u00e7\u00e3o de retail media em telas conectadas\n--><br>\n<!-- 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;\">Retail Media Measurement: the Bottleneck Threatening to Slow the Sector<\/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;\">Brazilian retail media grew 37 percent in 2025, reaching R$4.8 billion, according to IAB Brasil. Measurement, however, did not grow at the same pace. More than 200 Retail Media Networks operate worldwide today, each with its own attribution method and reporting interface, making cross-platform comparison nearly impossible. Clean rooms are shifting from research tools into activation engines, and proof of incremental sales is becoming the central investment criterion for 2026. The challenge deepens once retail media moves into Connected TV, where a viewer sees an ad on the living room screen but converts on mobile or in a physical store days later. The IAB Tech Lab standardized new CTV ad formats in December 2025, but that alone does not close the measurement gap. What Brazil still lacks is integration between media data and models like MMM and MTA, plus a culture of data sharing between retailers, brands, and broadcasters.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Mensura\u00e7\u00e3o de Retail Media: o Gargalo que Amea\u00e7a Travar o Setor<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">O retail media brasileiro nunca cresceu tanto quanto agora. Por\u00e9m, a mensura\u00e7\u00e3o de retail media ainda n\u00e3o acompanha esse ritmo. O resultado \u00e9 um setor rico em investimento e pobre em prova. Cada rede varejista mede do seu jeito, com sua pr\u00f3pria r\u00e9gua e seu pr\u00f3prio crit\u00e9rio de sucesso. Essa falta de padr\u00e3o n\u00e3o \u00e9 um detalhe t\u00e9cnico. \u00c9 o principal risco para quem aposta fichas nesse mercado em 2026.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Retail Media Bateu Recorde, mas a R\u00e9gua N\u00e3o Acompanhou<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Os n\u00fameros impressionam. Segundo o <a href=\"https:\/\/www.conversion.com.br\/blog\/iab-brasil-publicidade-digital-42-bilhoes-2025\/\">IAB Brasil<\/a>, o retail media somou R$ 4,8 bilh\u00f5es em investimento no pa\u00eds em 2025, um salto de 37% sobre o ano anterior. O total da publicidade digital brasileira chegou a R$ 42,7 bilh\u00f5es, alta de 12,7% na compara\u00e7\u00e3o anual. Al\u00e9m disso, o DOOH, sigla para m\u00eddia digital exibida fora de casa, como telas em pontos de venda e vias p\u00fablicas, somou R$ 4,4 bilh\u00f5es. Isso refor\u00e7a a for\u00e7a das telas f\u00edsicas dentro da estrat\u00e9gia de m\u00eddia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esse crescimento, no entanto, aconteceu antes de o setor amadurecer seus crit\u00e9rios de mensura\u00e7\u00e3o. Por isso, o investimento avan\u00e7a mais r\u00e1pido do que a capacidade de comprov\u00e1-lo. \u00c9 como acelerar um carro sem checar se o painel mostra a velocidade certa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cada Rede, uma R\u00e9gua Diferente<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O mundo j\u00e1 re\u00fane mais de 200 Retail Media Networks em opera\u00e7\u00e3o, segundo levantamento do <a href=\"https:\/\/www.ecommercebrasil.com.br\/artigos\/o-novo-capitulo-do-retail-media-o-que-muda-em-2026-e-como-se-preparar\">E-Commerce Brasil<\/a>. Cada uma trabalha com metodologia pr\u00f3pria de atribui\u00e7\u00e3o e interface pr\u00f3pria de relat\u00f3rio. Para o anunciante que compra em v\u00e1rias redes ao mesmo tempo, comparar resultado vira um exerc\u00edcio quase artesanal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Diante disso, o mercado caminha para uma solu\u00e7\u00e3o chamada clean room. Esse ambiente cruza dados de m\u00eddia e de venda sem expor informa\u00e7\u00e3o sens\u00edvel do consumidor. Antes, servia principalmente como ferramenta de pesquisa. Agora, come\u00e7a a funcionar como motor de ativa\u00e7\u00e3o, direcionando campanha em tempo real a partir do cruzamento de dados. Assim, a prova de incrementalidade vira o crit\u00e9rio central de investimento em 2026, e n\u00e3o mais um diferencial opcional.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quando a TV Conectada Entra na Conta<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O desafio cresce quando o retail media avan\u00e7a sobre a CTV, sigla para Connected TV, ou televis\u00e3o com acesso \u00e0 internet. J\u00e1 mostramos aqui como <a href=\"https:\/\/madmix.tv.br\/blog\/retail-media-tv-conectada\/\">retail media e TV conectada caminham para formar uma \u00fanica infraestrutura de m\u00eddia<\/a>. O problema \u00e9 que a TV soma uma camada extra de atribui\u00e7\u00e3o. Algu\u00e9m v\u00ea o an\u00fancio na sala e decide a compra no celular, ou na loja f\u00edsica, dias depois.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"576\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08-1024x576.jpeg\" alt=\"\" class=\"wp-image-1292\" srcset=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08-1024x576.jpeg 1024w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08-300x169.jpeg 300w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08-768x432.jpeg 768w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08-1536x864.jpeg 1536w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-11-at-12.32.08.jpeg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Para reduzir essa dist\u00e2ncia, o IAB Tech Lab lan\u00e7ou, em dezembro de 2025, um novo portf\u00f3lio de formatos publicit\u00e1rios para CTV, padronizando modelos como Pause, Menu e Overlays. Com isso, o mercado ganha um vocabul\u00e1rio comum entre DSPs, plataformas de compra de m\u00eddia, SSPs, plataformas de venda de invent\u00e1rio, e publishers. Essa padroniza\u00e7\u00e3o ajuda a comparar campanhas. Ainda assim, ela n\u00e3o resolve sozinha a mensura\u00e7\u00e3o de retail media dentro da tela grande, tema que tamb\u00e9m tratamos ao falar sobre <a href=\"https:\/\/madmix.tv.br\/blog\/product-placement-dinamico-ctv\/\">product placement din\u00e2mico e a nova infraestrutura publicit\u00e1ria da CTV<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">O Que Falta Para o Brasil Fechar essa Conta<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No Brasil, a lacuna aparece com clareza nos relat\u00f3rios mais recentes do setor. Falta integra\u00e7\u00e3o entre dados de m\u00eddia e modelos como MMM, o Marketing Mix Modeling, que estima o efeito de cada canal sobre o resultado final, e MTA, a Multi-Touch Attribution, que distribui o cr\u00e9dito da venda entre os pontos de contato da jornada. Sem essa conex\u00e3o, a mensura\u00e7\u00e3o de retail media fica presa a m\u00e9tricas de superf\u00edcie, como impress\u00e3o e clique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9m falta cultura de colabora\u00e7\u00e3o entre varejista, ind\u00fastria e ve\u00edculo. Muitas vezes, cada lado guarda seu dado como segredo comercial. Por\u00e9m, sem compartilhamento, n\u00e3o existe prova de incrementalidade poss\u00edvel. E sem prova, o or\u00e7amento migra para quem souber demonstrar resultado com mais transpar\u00eancia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o: A Vantagem Vai Para Quem Resolver a R\u00e9gua Primeiro<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O retail media n\u00e3o vai parar de crescer. Portanto, a pergunta n\u00e3o \u00e9 mais se o setor vai amadurecer sua r\u00e9gua de mensura\u00e7\u00e3o, mas quem vai chegar l\u00e1 primeiro. Quem construir clean room, integrar CRM, m\u00eddia e venda, e aplicar um modelo de incrementalidade s\u00f3lido, sai na frente na disputa por or\u00e7amento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na MADMIX, ajudamos operadoras, fabricantes e varejistas a transformar essa complexidade em estrutura de decis\u00e3o. Se sua empresa j\u00e1 sente esse gargalo na hora de provar resultado em CTV, retail media ou m\u00eddia digital, <a href=\"https:\/\/wa.me\/5511950212511?text=Ol%C3%A1!%20Li%20o%20artigo%20sobre%20Mensura%C3%A7%C3%A3o%20de%20Retail%20Media%20no%20blog%20da%20MADMIX%20e%20gostaria%20de%20conversar.\">fale com a gente<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Retail Media Measurement: the Bottleneck Threatening to Slow the Sector &#9660; Brazilian retail media grew 37 percent in 2025, reaching R$4.8 billion, according to IAB Brasil&#8230;.<\/p>\n","protected":false},"author":2,"featured_media":1291,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":""},"categories":[5,4],"tags":[227,25,171,228,50,23,28],"ppma_author":[121],"class_list":["post-1287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-monetizacao","tag-clean-room","tag-ctv","tag-iab-brasil","tag-incrementalidade","tag-mensuracao","tag-retail-media","tag-tv-conectada"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mensura\u00e7\u00e3o de Retail Media: o Gargalo do Setor &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"O retail media brasileiro bateu recorde de investimento, mas a mensura\u00e7\u00e3o de retail media ainda trava o setor. 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