{"id":1346,"date":"2026-09-24T17:25:20","date_gmt":"2026-09-24T20:25:20","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1346"},"modified":"2026-09-24T18:03:48","modified_gmt":"2026-09-24T21:03:48","slug":"commerce-media-no-brasil","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/commerce-media-no-brasil\/","title":{"rendered":"Commerce Media no Brasil: a Nova Corrida do Varejo"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br>\n<!--\n  T\u00cdTULO SEO: Commerce Media no Brasil: a Nova Corrida do Varejo\n  SLUG: commerce-media-no-brasil\n  META DESCRIPTION: Commerce media no Brasil conecta CTV, retail media e DOOH. Entenda por que essa disputa vai definir quem lidera o varejo conectado.\n  PALAVRA-CHAVE FOCO: commerce media no Brasil\n  ALT TEXT IMAGEM DESTAQUE: commerce media no Brasil conectando CTV, retail media e DOOH\n--><\/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;\">Commerce Media in Brazil: The New Engine of Connected Retail<\/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;\">Netflix, Walmart and Amazon are racing to connect streaming audiences, retail data and purchase behavior into a single system called commerce media. In Brazil and Mexico, retail media investment is expected to reach roughly 80 percent of all spending in Latin America over the next few years, while Brazil already counts more than 86 million streaming users. This article argues that connected TV, retail media and digital out of home advertising should be treated as one single customer journey rather than separate budget lines. It walks through how global players are building this infrastructure, why Brazil sits at the center of the opportunity, and three practical steps any brand or retailer can take to turn commerce media into measurable revenue today.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<h1 class=\"wp-block-heading\">Commerce Media no Brasil: o Novo Motor do Varejo Conectado<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Todo varejista quer estar na tela em que o consumidor decide comprar. O <strong>commerce media no Brasil<\/strong> chegou para transformar essa vontade em opera\u00e7\u00e3o real. Ele conecta m\u00eddia, dado de compra e distribui\u00e7\u00e3o dentro de uma \u00fanica engrenagem. Essa engrenagem j\u00e1 gira r\u00e1pido demais para ser ignorada. Ela interessa a varejistas, a marcas e a ve\u00edculos de m\u00eddia, todos disputando o mesmo espa\u00e7o de aten\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O problema que trava o varejo hoje<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Por muito tempo, publicidade e venda andaram em trilhos separados. A marca investia em m\u00eddia para gerar desejo. O varejo cuidava da convers\u00e3o em outro canal, com outro time e outra m\u00e9trica. Essa separa\u00e7\u00e3o custava caro. Campanhas bonitas n\u00e3o se traduziam em carrinho fechado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O consumidor, por\u00e9m, n\u00e3o separa nada. Ele assiste, deseja e compra dentro da mesma jornada. Muitas vezes, tudo acontece na mesma tela. Portanto, quem ainda trata m\u00eddia e com\u00e9rcio como departamentos distintos perde dinheiro todos os dias. O commerce media no Brasil nasce exatamente para fechar essa lacuna.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quem j\u00e1 est\u00e1 lucrando com o commerce media no Brasil e no mundo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tr\u00eas movimentos recentes mostram o tamanho da oportunidade. A <strong>Netflix<\/strong> fechou parceria com o Mercado Ads. Assim, a audi\u00eancia do streaming se conecta aos dados de compradores do Mercado Livre. Uma campanha na TV pode, ent\u00e3o, ser avaliada pelo comportamento real de compra no marketplace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O Walmart escolheu outro caminho. Comprou a Vizio e, com isso, incorporou televisores conectados \u00e0 pr\u00f3pria opera\u00e7\u00e3o de retail media. J\u00e1 a Amazon fez diferente de todos. Reuniu marketplace, Prime Video, Fire TV e Amazon Ads dentro de um \u00fanico grupo. N\u00e3o precisou comprar nem negociar com ningu\u00e9m de fora.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parceria, aquisi\u00e7\u00e3o ou ecossistema pr\u00f3prio. O caminho muda, mas o destino \u00e9 sempre o mesmo. Conectar audi\u00eancia a dado de compra e transformar essa conex\u00e3o em resultado mensur\u00e1vel: essa \u00e9 a l\u00f3gica por tr\u00e1s de todo movimento de commerce media no Brasil e no mundo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por que o Brasil est\u00e1 no centro dessa disputa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O Brasil n\u00e3o \u00e9 coadjuvante nessa hist\u00f3ria. Segundo estudo recente da <a href=\"https:\/\/iabbrasil.com.br\/artigo-por-que-retail-media-virou-a-midia-mais-desejada-por-marcas-e-varejistas\/\" target=\"_blank\" rel=\"noopener\">Nielsen e da eMarketer<\/a>, Brasil e M\u00e9xico devem concentrar cerca de 80% de todo o investimento em retail media na Am\u00e9rica Latina nos pr\u00f3ximos anos. Enquanto isso, o pa\u00eds j\u00e1 re\u00fane mais de 86 milh\u00f5es de usu\u00e1rios de streaming. Esse \u00e9 um p\u00fablico gigantesco para conectar entretenimento e consumo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, o retail media brasileiro j\u00e1 ultrapassa os limites do site e do aplicativo do varejista. Ele avan\u00e7a para CTV, para m\u00eddia program\u00e1tica e, cada vez mais, para as telas f\u00edsicas do DOOH, sigla para publicidade digital fora de casa. Essas telas aproximam a comunica\u00e7\u00e3o do ponto de compra, seja no shopping, seja na porta do supermercado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, quem pensa em commerce media no Brasil precisa pensar em telas plurais. A televis\u00e3o conectada cria o desejo dentro de casa. O DOOH refor\u00e7a a mensagem no caminho at\u00e9 a loja. O ambiente do varejista fecha a compra. Nenhuma dessas telas funciona sozinha com a mesma for\u00e7a.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Medir sem perder a r\u00e9gua<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Medir esse conjunto de telas exige cuidado. Uma tela de DOOH atinge um p\u00fablico coletivo. Uma TV pode ser compartilhada por toda a fam\u00edlia. J\u00e1 uma compra, geralmente, est\u00e1 ligada a uma \u00fanica conta. Por isso, medir commerce media no Brasil n\u00e3o \u00e9 somar impress\u00e3o com venda de qualquer jeito. \u00c9 construir um m\u00e9todo que respeite essas diferen\u00e7as e, ainda assim, mostre o resultado com clareza para quem paga a conta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como aproveitar o commerce media no Brasil no seu neg\u00f3cio<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Primeiro, pare de pensar em canais isolados. Trate CTV, retail media e DOOH como parte de uma mesma jornada de compra, n\u00e3o como linhas de or\u00e7amento separadas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em seguida, priorize dado de compra real. Um an\u00fancio bonito sem v\u00ednculo com o comportamento de consumo \u00e9 apenas ru\u00eddo caro. O commerce media no Brasil s\u00f3 funciona quando exposi\u00e7\u00e3o e convers\u00e3o conversam entre si, de ponta a ponta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por fim, comece pequeno e me\u00e7a r\u00e1pido. Um piloto bem estruturado entre CTV e um parceiro de retail media revela, em poucas semanas, onde est\u00e1 o ganho real de receita. Ali\u00e1s, \u00e9 exatamente esse tipo de piloto que ajudamos marcas e varejistas a estruturar na <strong>MADMIX<\/strong>. Unimos estrat\u00e9gia de conte\u00fado com opera\u00e7\u00e3o comercial de CTV para transformar audi\u00eancia em venda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Essa l\u00f3gica de distribui\u00e7\u00e3o conectada tamb\u00e9m aparece em outras frentes que j\u00e1 exploramos por aqui, como os <a href=\"https:\/\/madmix.tv.br\/blog\/canais-fast-no-brasil\/\">canais FAST no Brasil<\/a> e as novas fronteiras do <a href=\"https:\/\/madmix.tv.br\/blog\/cloud-gaming-no-brasil\/\">cloud gaming no Brasil<\/a>. Em todos os casos, o padr\u00e3o se repete: quem organiza a distribui\u00e7\u00e3o primeiro, capta o valor primeiro.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A disputa pelo commerce media no Brasil n\u00e3o \u00e9 sobre quem tem a tela mais bonita. \u00c9 sobre quem consegue conectar aten\u00e7\u00e3o, dado e venda de forma consistente e repet\u00edvel. Netflix, Walmart e Amazon j\u00e1 escolheram seus caminhos. A pergunta que fica \u00e9 simples: qual vai ser o seu?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea quer estruturar essa conex\u00e3o dentro do seu neg\u00f3cio, fale com a <strong>MADMIX<\/strong> e descubra por onde come\u00e7ar. Ajudamos marcas, ve\u00edculos e varejistas a sair do discurso e chegar ao piloto que j\u00e1 gera receita.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Commerce Media in Brazil: The New Engine of Connected Retail &#9660; Netflix, Walmart and Amazon are racing to connect streaming audiences, retail data and purchase behavior&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1352,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":"{\"authors\":[121],\"author_categories\":{\"121\":\"1\"},\"fallback_author_user\":\"1\",\"ppma_author_box_select\":\"\",\"selected_authors\":[{\"id\":121,\"display_name\":\"Ricardo Godoy\",\"is_guest\":0,\"category_id\":\"1\"}]}"},"categories":[5,4],"tags":[25,188,233,23,40,184],"ppma_author":[121],"class_list":["post-1346","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia","category-monetizacao","tag-ctv","tag-dooh","tag-netflix-ads","tag-retail-media","tag-streaming","tag-t-commerce"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commerce Media no Brasil: a Nova Corrida do Varejo &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Commerce media no Brasil conecta CTV, retail media e DOOH. 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