{"id":1353,"date":"2026-09-28T17:11:57","date_gmt":"2026-09-28T20:11:57","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1353"},"modified":"2026-09-28T17:48:27","modified_gmt":"2026-09-28T20:48:27","slug":"commerce-media-ctv","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/","title":{"rendered":"Commerce media CTV: esperar a TV 3.0 pode custar caro"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br>\n<!--\n  AUTOR: Ricardo Godoy\n  T\u00cdTULO SEO: Commerce media CTV: esperar a TV 3.0 pode custar caro\n  SLUG: commerce-media-ctv\n  META DESCRIPTION: Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.\n  PALAVRA-CHAVE FOCO: commerce media CTV\n  ALT TEXT IMAGEM DESTAQUE: Smart TV exibindo an\u00fancio ligado a uma compra online, ilustrando commerce media CTV\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;\">Commerce Media on CTV: Waiting for TV 3.0 Can Be Costly<\/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;\">Brazil&#8217;s TV 3.0, officially called DTV+, is moving ahead in gradual phases that the government expects to last 10 to 15 years. Connected TV, however, already delivers scale and business results. Last week, Netflix Ads and Mercado Ads announced a partnership that lets advertisers in Brazil and Mexico combine Mercado Livre buyer data with Netflix&#8217;s ad-supported audience and measure results through e-commerce conversion. This is commerce media applied to CTV. Comscore reports that 88 million Brazilians watch connected TV, and MiQ expects CTV investment to grow 23.7% in 2026. Companies that wait for the new broadcast signal may find the best commercial relationships already taken. The winners will build data, partnerships and measurement today.<\/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\">Commerce media CTV: esperar a TV 3.0 pode custar caro<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Ningu\u00e9m espera a rua encher para abrir a loja. Mesmo assim, muitas empresas de m\u00eddia esperam a TV 3.0 para come\u00e7ar a mudar. Enquanto isso, o <strong>commerce media CTV<\/strong> j\u00e1 funciona na tela da sala. Ele usa dados de compra para orientar an\u00fancios na CTV, a televis\u00e3o conectada \u00e0 internet. Portanto, quem esperar pode chegar depois que os concorrentes fecharem as melhores parcerias.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Commerce media CTV na pr\u00e1tica: Netflix e Mercado Ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Na semana passada, a Netflix Ads e o Mercado Ads anunciaram uma parceria. Anunciantes do Brasil e do M\u00e9xico poder\u00e3o comprar m\u00eddia na Netflix pela rede program\u00e1tica do Mercado Ads. Assim, eles cruzam dados dos compradores do Mercado Livre com a audi\u00eancia do streaming, segundo o <a href=\"https:\/\/www.meioemensagem.com.br\/midia\/por-que-o-mercado-ads-aposta-no-commerce-media\">Meio &amp; Mensagem<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os n\u00fameros d\u00e3o escala ao movimento. O plano com an\u00fancios da Netflix re\u00fane mais de 35 milh\u00f5es de espectadores mensais no Brasil, segundo as empresas. J\u00e1 o Mercado Livre soma mais de 131 milh\u00f5es de compradores por ano na Am\u00e9rica Latina. Al\u00e9m disso, a medi\u00e7\u00e3o acompanha o resultado at\u00e9 a convers\u00e3o no e-commerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segundo a pr\u00f3pria empresa, o Mercado Ads responde por mais de 60% do retail media da regi\u00e3o. Retail media \u00e9 a publicidade baseada em dados do varejo. Para o Mercado Ads, branding e performance deixaram de ser caixas separadas. Afinal, o consumidor transita entre entretenimento, descoberta e compra em poucos segundos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Isso n\u00e3o significa comprar dentro da Netflix. A compra continua acontecendo no marketplace. O avan\u00e7o est\u00e1 em ligar aten\u00e7\u00e3o, dados e resultado na mesma campanha. Esse \u00e9 o commerce media CTV em sua forma mais concreta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A TV 3.0 avan\u00e7a, mas em outro ritmo<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TV 3.0, chamada oficialmente de <strong>DTV+<\/strong>, moderniza a TV aberta e a integra \u00e0 internet. A Copa de 2026 foi sua primeira vitrine p\u00fablica, com opera\u00e7\u00e3o experimental em S\u00e3o Paulo, Rio de Janeiro e Bras\u00edlia. Segundo a Teles\u00edntese, os testes partiram de prot\u00f3tipos de engenharia, sem conversor definitivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O <a href=\"https:\/\/www.gov.br\/mcom\/pt-br\/noticias\/2025\/junho\/governo-planeja-implantacao-da-tv-3-0-com-cronograma-responsavel-e-foco-em-inclusao-digital\">Minist\u00e9rio das Comunica\u00e7\u00f5es<\/a> prev\u00ea uma implanta\u00e7\u00e3o gradual, a come\u00e7ar pelas grandes capitais. O processo completo deve levar de 10 a 15 anos. Durante esse per\u00edodo, o sinal atual e o novo convivem. O minist\u00e9rio tamb\u00e9m estima cerca de R$ 3,8 bilh\u00f5es s\u00f3 para os transmissores das 15 maiores regi\u00f5es metropolitanas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, essa \u00e9 uma transforma\u00e7\u00e3o de ecossistema. Ela envolve transmissores, aparelhos, cobertura e ado\u00e7\u00e3o do p\u00fablico. O calend\u00e1rio da radiodifus\u00e3o segue, portanto, um ritmo pr\u00f3prio. O calend\u00e1rio dos neg\u00f3cios, no entanto, n\u00e3o espera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ainda segundo o governo, a TV 3.0 permitir\u00e1 publicidade segmentada e compra de produtos direto pela televis\u00e3o. Esse potencial \u00e9 real. Ele depende, por\u00e9m, de aparelhos, dados e parceiros preparados. Por isso, quem quiser aproveitar esse recurso amanh\u00e3 precisa aprender a operar dados de consumo hoje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O custo de esperar cresce a cada campanha<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto a TV 3.0 amadurece, a CTV j\u00e1 tem escala. Segundo a Comscore, 88 milh\u00f5es de brasileiros assistem \u00e0 TV conectada, o equivalente a 67% da popula\u00e7\u00e3o digital. Al\u00e9m disso, 84% desses espectadores tomaram alguma a\u00e7\u00e3o depois de ver an\u00fancios na CTV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A MiQ projeta alta de 23,7% no investimento em CTV no Brasil em 2026. O relat\u00f3rio aponta, por\u00e9m, que o principal desafio \u00e9 medir alcance, frequ\u00eancia e resultado entre dispositivos. Por isso, o commerce media CTV depende de <strong>mensura\u00e7\u00e3o<\/strong> bem constru\u00edda, e n\u00e3o apenas de invent\u00e1rio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada campanha gera aprendizado. Cada parceria cria relacionamento com anunciantes e varejistas. Assim, a vantagem cresce como juros compostos. Uma nova tecnologia amplia as possibilidades, mas a empresa precisa construir a capacidade de explor\u00e1-las.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como come\u00e7ar agora, sem esperar o novo sinal<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Emissoras t\u00eam conte\u00fado, credibilidade e presen\u00e7a regional. Esses ativos valem mais quando se conectam a dados e a produtos comerciais. Em alguns casos, faz sentido uma plataforma pr\u00f3pria. Em outros, os <a href=\"https:\/\/madmix.tv.br\/blog\/canais-fast-no-brasil\/\">canais FAST no Brasil<\/a>, gratuitos e sustentados por an\u00fancios, resolvem melhor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A parte t\u00e9cnica sustenta a estrat\u00e9gia. Distribui\u00e7\u00e3o confi\u00e1vel, gest\u00e3o de invent\u00e1rio, inser\u00e7\u00e3o din\u00e2mica de an\u00fancios e integra\u00e7\u00e3o de dados precisam funcionar juntas. Al\u00e9m disso, o projeto exige acordos entre parceiros, prote\u00e7\u00e3o de dados e crit\u00e9rios claros de resultado. O commerce media CTV pede essa disciplina desde o primeiro dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A interatividade tamb\u00e9m nasce no roteiro. Em um programa de culin\u00e1ria, o espectador pode salvar a receita ou consultar os ingredientes. No esporte, pode ver estat\u00edsticas e ofertas contextualizadas. Cada recurso precisa dar uma raz\u00e3o para agir, sem atrapalhar o conte\u00fado.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por fim, a mudan\u00e7a \u00e9 cultural. Ela envolve produtoras, reda\u00e7\u00f5es, equipes comerciais e lideran\u00e7as. Instalar tecnologia sem mudar processos deixa metade do trabalho por fazer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TV 3.0 pode ampliar o futuro da TV aberta. A CTV j\u00e1 oferece o terreno para construir parte dele. O commerce media CTV \u00e9 a ponte entre os dois calend\u00e1rios. Esperar que uma resolva tudo significa abrir m\u00e3o do aprendizado da outra. Quando o novo sinal chegar ao espectador, que lugar sua empresa j\u00e1 ter\u00e1 conquistado?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na MADMIX, ajudamos emissoras, marcas e varejistas a transformar CTV, FAST e retail media em opera\u00e7\u00e3o comercial. <a href=\"https:\/\/wa.me\/5511950212511\">Fale com a MADMIX<\/a> e comece pelo que j\u00e1 est\u00e1 dispon\u00edvel. Para outro exemplo de receita na mesma tela, leia sobre o <a href=\"https:\/\/madmix.tv.br\/blog\/cloud-gaming-no-brasil\/\">cloud gaming nas Smart TVs<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Commerce Media on CTV: Waiting for TV 3.0 Can Be Costly &#9660; Brazil&#8217;s TV 3.0, officially called DTV+, is moving ahead in gradual phases that the&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1358,"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":[3,5,4],"tags":[213,81,25,232,58,23,28],"ppma_author":[121],"class_list":["post-1353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-brasil","category-estrategia","category-monetizacao","tag-cenp-meios","tag-copa-do-mundo-2026","tag-ctv","tag-ooh","tag-publicidade-digital","tag-retail-media","tag-tv-conectada"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.\" \/>\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\/commerce-media-ctv\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX\" \/>\n<meta property=\"og:description\" content=\"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/\" \/>\n<meta property=\"og:site_name\" content=\"MADMIX\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-28T20:11:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-28T20:48:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1366\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\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=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/\"},\"author\":{\"name\":\"Ricardo Godoy\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#\\\/schema\\\/person\\\/445073bcc047b618a4bc850107552d6a\"},\"headline\":\"Commerce media CTV: esperar a TV 3.0 pode custar caro\",\"datePublished\":\"2026-09-28T20:11:57+00:00\",\"dateModified\":\"2026-09-28T20:48:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/\"},\"wordCount\":1055,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ofuturonaoespera.jpg\",\"keywords\":[\"Cenp-Meios\",\"Copa do Mundo 2026\",\"CTV\",\"OOH\",\"Publicidade Digital\",\"Retail Media\",\"TV Conectada\"],\"articleSection\":[\"CTV\",\"Estrat\u00e9gia\",\"Monetiza\u00e7\u00e3o\"],\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/\",\"name\":\"Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ofuturonaoespera.jpg\",\"datePublished\":\"2026-09-28T20:11:57+00:00\",\"dateModified\":\"2026-09-28T20:48:27+00:00\",\"description\":\"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#breadcrumb\"},\"inLanguage\":\"pt-BR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#primaryimage\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ofuturonaoespera.jpg\",\"contentUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/ofuturonaoespera.jpg\",\"width\":1366,\"height\":768,\"caption\":\"Smart TV exibindo an\u00fancio ligado a uma compra online, ilustrando commerce media CTV\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/commerce-media-ctv\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Commerce media CTV: esperar a TV 3.0 pode custar caro\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/\",\"name\":\"MADMIX - Ecossistema \u00e9 o neg\u00f3cio\",\"description\":\"Consultoria em CTV, Streaming, TV 3.0 e Monetiza\u00e7\u00e3o\",\"publisher\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"pt-BR\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#organization\",\"name\":\"MADMIX\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/monograma-1.png\",\"contentUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/monograma-1.png\",\"width\":318,\"height\":318,\"caption\":\"MADMIX\"},\"image\":{\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/madmixbrazil\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/#\\\/schema\\\/person\\\/445073bcc047b618a4bc850107552d6a\",\"name\":\"Ricardo Godoy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-BR\",\"@id\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg7afe5b4adf8cd7acfdeeea4244e45803\",\"url\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg\",\"contentUrl\":\"https:\\\/\\\/madmix.tv.br\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg\",\"caption\":\"Ricardo Godoy\"},\"description\":\"Fundador da Soul TV, plataforma global de CTV presente em 197 pa\u00edses e com quase 200 canais de TV distribu\u00eddos na plataforma, e cofundador da MADMIX. Atua h\u00e1 mais de 30 anos nos setores de tecnologia, m\u00eddia e inova\u00e7\u00e3o. Entre 2005 e 2009, produziu mais de 100 pe\u00e7as publicit\u00e1rias premiadas no Cannes Lions International Festival of Creativity. Em 2011, dirigiu e desenvolveu o primeiro filme interativo para CTV na plataforma LG no mundo, em projeto realizado para a WMcCann.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/soul-godoy\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/soulgodoy\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX","description":"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/","og_locale":"pt_BR","og_type":"article","og_title":"Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX","og_description":"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.","og_url":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/","og_site_name":"MADMIX","article_published_time":"2026-09-28T20:11:57+00:00","article_modified_time":"2026-09-28T20:48:27+00:00","og_image":[{"width":1366,"height":768,"url":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg","type":"image\/jpeg"}],"author":"Ricardo Godoy","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Ricardo Godoy","Est. tempo de leitura":"6 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#article","isPartOf":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/"},"author":{"name":"Ricardo Godoy","@id":"https:\/\/madmix.tv.br\/blog\/#\/schema\/person\/445073bcc047b618a4bc850107552d6a"},"headline":"Commerce media CTV: esperar a TV 3.0 pode custar caro","datePublished":"2026-09-28T20:11:57+00:00","dateModified":"2026-09-28T20:48:27+00:00","mainEntityOfPage":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/"},"wordCount":1055,"commentCount":2,"publisher":{"@id":"https:\/\/madmix.tv.br\/blog\/#organization"},"image":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#primaryimage"},"thumbnailUrl":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg","keywords":["Cenp-Meios","Copa do Mundo 2026","CTV","OOH","Publicidade Digital","Retail Media","TV Conectada"],"articleSection":["CTV","Estrat\u00e9gia","Monetiza\u00e7\u00e3o"],"inLanguage":"pt-BR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/","url":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/","name":"Commerce media CTV: esperar a TV 3.0 pode custar caro &#8226; MADMIX","isPartOf":{"@id":"https:\/\/madmix.tv.br\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#primaryimage"},"image":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#primaryimage"},"thumbnailUrl":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg","datePublished":"2026-09-28T20:11:57+00:00","dateModified":"2026-09-28T20:48:27+00:00","description":"Commerce media CTV j\u00e1 conecta an\u00fancios e compras. Veja por que esperar a TV 3.0 pode custar posi\u00e7\u00f5es no mercado de streaming e m\u00eddia.","breadcrumb":{"@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#breadcrumb"},"inLanguage":"pt-BR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/"]}]},{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#primaryimage","url":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg","contentUrl":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/09\/ofuturonaoespera.jpg","width":1366,"height":768,"caption":"Smart TV exibindo an\u00fancio ligado a uma compra online, ilustrando commerce media CTV"},{"@type":"BreadcrumbList","@id":"https:\/\/madmix.tv.br\/blog\/commerce-media-ctv\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/madmix.tv.br\/blog\/"},{"@type":"ListItem","position":2,"name":"Commerce media CTV: esperar a TV 3.0 pode custar caro"}]},{"@type":"WebSite","@id":"https:\/\/madmix.tv.br\/blog\/#website","url":"https:\/\/madmix.tv.br\/blog\/","name":"MADMIX - Ecossistema \u00e9 o neg\u00f3cio","description":"Consultoria em CTV, Streaming, TV 3.0 e Monetiza\u00e7\u00e3o","publisher":{"@id":"https:\/\/madmix.tv.br\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/madmix.tv.br\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"pt-BR"},{"@type":"Organization","@id":"https:\/\/madmix.tv.br\/blog\/#organization","name":"MADMIX","url":"https:\/\/madmix.tv.br\/blog\/","logo":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/madmix.tv.br\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/06\/monograma-1.png","contentUrl":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/06\/monograma-1.png","width":318,"height":318,"caption":"MADMIX"},"image":{"@id":"https:\/\/madmix.tv.br\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/madmixbrazil"]},{"@type":"Person","@id":"https:\/\/madmix.tv.br\/blog\/#\/schema\/person\/445073bcc047b618a4bc850107552d6a","name":"Ricardo Godoy","image":{"@type":"ImageObject","inLanguage":"pt-BR","@id":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/05\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg7afe5b4adf8cd7acfdeeea4244e45803","url":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/05\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg","contentUrl":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/05\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg","caption":"Ricardo Godoy"},"description":"Fundador da Soul TV, plataforma global de CTV presente em 197 pa\u00edses e com quase 200 canais de TV distribu\u00eddos na plataforma, e cofundador da MADMIX. Atua h\u00e1 mais de 30 anos nos setores de tecnologia, m\u00eddia e inova\u00e7\u00e3o. Entre 2005 e 2009, produziu mais de 100 pe\u00e7as publicit\u00e1rias premiadas no Cannes Lions International Festival of Creativity. Em 2011, dirigiu e desenvolveu o primeiro filme interativo para CTV na plataforma LG no mundo, em projeto realizado para a WMcCann.","sameAs":["https:\/\/www.linkedin.com\/in\/soul-godoy","https:\/\/www.linkedin.com\/in\/soulgodoy\/"]}]}},"summary_en":"","summary_es":"","authors":[{"term_id":121,"user_id":2,"is_guest":0,"slug":"ricardo-godoy","display_name":"Ricardo Godoy","avatar_url":{"url":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/05\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg","url2x":"https:\/\/madmix.tv.br\/blog\/wp-content\/uploads\/2026\/05\/WhatsApp-Image-2026-05-13-at-20.09.29.jpeg"},"author_category":"1","first_name":"Ricardo","last_name":"Godoy","user_url":"https:\/\/www.linkedin.com\/in\/soul-godoy","job_title":"","description":"Fundador da Soul TV, plataforma global de CTV presente em 197 pa\u00edses e com quase 200 canais de TV distribu\u00eddos na plataforma, e cofundador da MADMIX. Atua h\u00e1 mais de 30 anos nos setores de tecnologia, m\u00eddia e inova\u00e7\u00e3o. Entre 2005 e 2009, produziu mais de 100 pe\u00e7as publicit\u00e1rias premiadas no Cannes Lions International Festival of Creativity. Em 2011, dirigiu e desenvolveu o primeiro filme interativo para CTV na plataforma LG no mundo, em projeto realizado para a WMcCann."}],"_links":{"self":[{"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/posts\/1353","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/comments?post=1353"}],"version-history":[{"count":6,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/posts\/1353\/revisions"}],"predecessor-version":[{"id":1362,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/posts\/1353\/revisions\/1362"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/media\/1358"}],"wp:attachment":[{"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/media?parent=1353"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/categories?post=1353"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/tags?post=1353"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/madmix.tv.br\/blog\/wp-json\/wp\/v2\/ppma_author?post=1353"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}