{"id":1294,"date":"2026-08-16T12:06:37","date_gmt":"2026-08-16T15:06:37","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1294"},"modified":"2026-08-17T15:46:08","modified_gmt":"2026-08-17T18:46:08","slug":"data-clean-rooms-tv-conectada","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/data-clean-rooms-tv-conectada\/","title":{"rendered":"Data Clean Rooms: a Base Segura do Retail Media em CTV"},"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: a Base Segura do Retail Media em CTV\n  SLUG: data-clean-rooms-tv-conectada\n  META DESCRIPTION: Data Clean Rooms conectam varejo e TV Conectada com seguran\u00e7a. Entenda como essa tecnologia destrava o Retail Media na maior tela da casa.\n  PALAVRA-CHAVE FOCO: Data Clean Rooms\n  ALT TEXT IMAGEM DESTAQUE: Data Clean Rooms conectando dados de varejo e TV Conectada em ambiente seguro\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: the Missing Piece for Retail Media on the Big Screen<\/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;\">Retail media is booming in Brazil, but most of that budget still lives on retailer websites and apps. Connected TV, the screen with the biggest reach inside the home, remains underused for this kind of campaign. The main barrier is not creative or inventory. It is data. Retailers hold purchase data, broadcasters and platforms hold viewing data, and neither side wants to hand over raw customer information. Data Clean Rooms solve exactly this problem. They let both sides cross their datasets inside a secure, privacy compliant environment, without ever exposing individual customer records. Brands can finally measure whether a CTV campaign actually drove a sale. Globally, most organizations already use some form of clean room, yet fewer than half of retail media networks currently offer this capability, which means real competitive advantage is still up for grabs. For any company connecting retail, media, and streaming in Brazil, building this data layer now is a strategic move, not a technical detail.<\/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: a Pe\u00e7a que Falta Para o Retail Media Decolar na TV Conectada<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">O Retail Media j\u00e1 \u00e9 realidade no Brasil. Por\u00e9m, ele ainda mora quase todo dentro do site e do aplicativo do varejista. As Data Clean Rooms mudam essa equa\u00e7\u00e3o, porque permitem cruzar dados de compra e de audi\u00eancia com seguran\u00e7a, sem expor informa\u00e7\u00f5es individuais de ningu\u00e9m. \u00c9 essa pe\u00e7a que falta para o varejo finalmente chegar com for\u00e7a na maior tela da casa: a TV Conectada.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Gargalo que Trava o Retail Media na Tela Grande<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O investimento em Retail Media no Brasil somou R$ 4,8 bilh\u00f5es em 2025, um crescimento de 37% sobre o ano anterior, segundo o estudo Digital Adspend do <a href=\"https:\/\/exame.com\/marketing\/publicidade-digital-no-brasil-cresce-127-e-atinge-r-427-bi-em-2025-diz-iab-brasil\/\" target=\"_blank\" rel=\"noopener\">IAB Brasil em parceria com o Ibope<\/a>. Ainda assim, boa parte desse or\u00e7amento continua concentrada em banners de e-commerce e buscas patrocinadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A TV Conectada oferece a maior tela da casa, mas o varejista raramente sabe se aquela campanha exibida em CTV, sigla para Connected TV, gerou uma venda de verdade. O motivo \u00e9 simples. Os dados de compra ficam com o varejo. Os dados de audi\u00eancia ficam com o canal, a plataforma ou o operador. Nenhum dos dois lados quer, nem pode, entregar sua base bruta de clientes ao outro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Globalmente, o cen\u00e1rio refor\u00e7a o tamanho dessa oportunidade perdida. O mercado mundial de Retail Media deve superar US$ 200 bilh\u00f5es em 2026, avan\u00e7ando rumo a mais de US$ 300 bilh\u00f5es at\u00e9 2030, conforme proje\u00e7\u00f5es citadas pela eMarketer. O Brasil, por sua vez, deve crescer 38,4% em 2026, liderando o ranking global de crescimento pelo terceiro ano seguido. Portanto, o dinheiro est\u00e1 migrando para o setor. Falta apenas a infraestrutura certa para que ele alcance a TV Conectada com a mesma confian\u00e7a que j\u00e1 existe no e-commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Que S\u00e3o Data Clean Rooms, na Pr\u00e1tica<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Uma Data Clean Room funciona como uma sala neutra e protegida. Nela, diferentes empresas cruzam seus dados para gerar insights conjuntos, sem que nenhuma delas veja a base original da outra. Portanto, o varejista mant\u00e9m o controle sobre os dados de seus clientes. Ao mesmo tempo, a marca ou o ve\u00edculo de m\u00eddia consegue medir resultado sem violar a LGPD, a Lei Geral de Prote\u00e7\u00e3o de Dados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na pr\u00e1tica, isso significa comparar quem assistiu a um an\u00fancio na TV Conectada com quem, depois, comprou aquele produto no varejo f\u00edsico ou digital. Nenhuma lista de nomes muda de m\u00e3os. Apenas o cruzamento estat\u00edstico, agregado e anonimizado, atravessa a sala.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine uma rede de supermercados que investe em uma campanha de bebidas dentro de um canal FAST, sigla para Free Ad Supported Television. Sem uma Data Clean Room, a marca s\u00f3 sabe quantas vezes o an\u00fancio foi exibido. Com a tecnologia, ela descobre quantos lares expostos \u00e0 campanha efetivamente compraram o produto nos dias seguintes. Essa diferen\u00e7a muda completamente a conversa entre ag\u00eancia, anunciante e varejista na hora de renovar o investimento.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como as Data Clean Rooms Destravam CTV, Varejo e Resultado<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aqui est\u00e1 a virada estrat\u00e9gica. Quando o varejo consegue medir o efeito real da TV Conectada sobre a venda, o or\u00e7amento de m\u00eddia migra naturalmente para essa tela. Al\u00e9m disso, essa infraestrutura de dados abre espa\u00e7o para formatos mais avan\u00e7ados, como o <a href=\"https:\/\/madmix.tv.br\/blog\/product-placement-dinamico-ctv\/\">Product Placement Din\u00e2mico em CTV<\/a>, no qual o produto inserido no conte\u00fado pode ser conectado diretamente aos dados do varejista.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A jornada deixa de terminar na exposi\u00e7\u00e3o da marca. Ela passa por um QR Code, por uma experi\u00eancia Shoppable TV ou por uma compra direta dentro do ambiente conectado. Consequentemente, aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o passam a ser medidas na mesma cadeia, algo que s\u00f3 uma estrutura de dados segura consegue sustentar. N\u00e3o \u00e9 \u00e0 toa que essa camada de dados se tornou parte central da <a href=\"https:\/\/madmix.tv.br\/blog\/infraestrutura-midia-conectada\/\">infraestrutura de m\u00eddia conectada<\/a> que sustenta todo o ecossistema de CTV.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Janela Que Poucos Est\u00e3o Aproveitando<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Globalmente, cerca de 66% das organiza\u00e7\u00f5es de m\u00eddia j\u00e1 usam alguma forma de Data Clean Room, segundo levantamento da <a href=\"https:\/\/www.emarketer.com\/content\/faq-on-data-clean-rooms-how-retail-media-driving-adoption-marketers-demand-proof\" target=\"_blank\" rel=\"noopener\">eMarketer<\/a>. No entanto, menos da metade das redes de Retail Media nos Estados Unidos oferece essa capacidade de forma madura, de acordo com dados da Mars United Commerce citados pelo mesmo levantamento.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esse descompasso \u00e9 a oportunidade. Quem estrutura sua Data Clean Room agora, antes que o mercado brasileiro amadure\u00e7a essa camada, sai na frente na disputa por or\u00e7amento de retail media e commerce media. Afinal, o varejista que consegue provar resultado sempre atrai mais verba do anunciante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No Brasil, esse movimento ainda est\u00e1 em fase inicial. Poucos varejistas, canais ou plataformas de streaming j\u00e1 operam esse tipo de estrutura de forma integrada \u00e0 TV Conectada. Assim, existe espa\u00e7o real para quem sair na frente construir uma vantagem competitiva dif\u00edcil de copiar rapidamente, j\u00e1 que esse tipo de integra\u00e7\u00e3o exige tempo, tecnologia e confian\u00e7a entre os parceiros envolvidos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o: Dado Seguro \u00e9 Receita em Movimento<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TV Conectada j\u00e1 tem audi\u00eancia, invent\u00e1rio e formatos interativos prontos para o varejo. Falta apenas a camada de dados que conecta essas pontas com seguran\u00e7a e conformidade. As Data Clean Rooms s\u00e3o exatamente essa camada.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img width=\"994\" height=\"1582\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57.jpeg\" alt=\"\" class=\"wp-image-1301\" srcset=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57.jpeg 994w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57-188x300.jpeg 188w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57-643x1024.jpeg 643w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57-768x1222.jpeg 768w, https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.00.57-965x1536.jpeg 965w\" sizes=\"auto, (max-width: 994px) 100vw, 994px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">E o time da MADMIX acaba de ficar maior e mais completo para dar conta dessa frente. Lucca Rossini chega para refor\u00e7ar a ponte com ag\u00eancias, marcas e compradores de m\u00eddia. Sua passagem pela Samsung Ads ajuda a transformar opera\u00e7\u00e3o de CTV em propostas mais claras para o anunciante. Ao mesmo tempo, Carlos Montesinos entra como especialista no desenvolvimento de tecnologia e na constru\u00e7\u00e3o de neg\u00f3cios em TV Conectada, com dom\u00ednio em FAST TV, monetiza\u00e7\u00e3o de invent\u00e1rio, DAI, SSAI, Retail Media em CTV e Product Placement Din\u00e2mico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na MADMIX, estruturamos projetos de Retail Media, Commerce Media e Data Clean Rooms integrados \u00e0 opera\u00e7\u00e3o de CTV, FAST e OTT de nossos parceiros. Se sua empresa quer transformar audi\u00eancia em dado seguro e dado em receita, <a href=\"https:\/\/wa.me\/5511950212511?text=Ol%C3%A1!%20Li%20o%20artigo%20sobre%20Data%20Clean%20Rooms%20no%20blog%20da%20MADMIX%20e%20gostaria%20de%20conversar.\" target=\"_blank\" rel=\"noopener\">vale conversar com a gente<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Data Clean Rooms: the Missing Piece for Retail Media on the Big Screen &#9660; Retail media is booming in Brazil, but most of that budget still&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":""},"categories":[5,4],"tags":[39,86,58,23,40],"ppma_author":[121],"class_list":["post-1294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-monetizacao","tag-estrategia","tag-fast-channels","tag-publicidade-digital","tag-retail-media","tag-streaming"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Data Clean Rooms: a Base Segura do Retail Media em CTV &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Data Clean Rooms conectam varejo e TV Conectada com seguran\u00e7a. Entenda como essa tecnologia destrava o Retail Media na maior tela da casa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madmix.tv.br\/blog\/data-clean-rooms-tv-conectada\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Data Clean Rooms: a Base Segura do Retail Media em CTV &#8226; MADMIX\" \/>\n<meta property=\"og:description\" content=\"Data Clean Rooms conectam varejo e TV Conectada com seguran\u00e7a. Entenda como essa tecnologia destrava o Retail Media na maior tela da casa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/madmix.tv.br\/blog\/data-clean-rooms-tv-conectada\/\" \/>\n<meta property=\"og:site_name\" content=\"MADMIX\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-16T15:06:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-17T18:46:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/08\/WhatsApp-Image-2026-08-15-at-09.01.49.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ricardo Godoy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ricardo Godoy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. tempo de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/\"},\"author\":{\"name\":\"Ricardo Godoy\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#\\\/schema\\\/person\\\/445073bcc047b618a4bc850107552d6a\"},\"headline\":\"Data Clean Rooms: a Base Segura do Retail Media em CTV\",\"datePublished\":\"2026-08-16T15:06:37+00:00\",\"dateModified\":\"2026-08-17T18:46:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/\"},\"wordCount\":1206,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/WhatsApp-Image-2026-08-15-at-09.01.49.jpeg\",\"keywords\":[\"Estrat\u00e9gia\",\"FAST Channels\",\"Publicidade Digital\",\"Retail Media\",\"Streaming\"],\"articleSection\":[\"Estrat\u00e9gia\",\"Monetiza\u00e7\u00e3o\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/\",\"name\":\"Data Clean Rooms: a Base Segura do Retail Media em CTV &#8226; MADMIX\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/data-clean-rooms-tv-conectada\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/WhatsApp-Image-2026-08-15-at-09.01.49.jpeg\",\"datePublished\":\"2026-08-16T15:06:37+00:00\",\"dateModified\":\"2026-08-17T18:46:08+00:00\",\"description\":\"Data Clean Rooms conectam varejo e TV Conectada com seguran\u00e7a. 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