{"id":89960,"date":"2026-01-07T17:47:13","date_gmt":"2026-01-07T20:47:13","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=89960"},"modified":"2026-01-07T17:47:13","modified_gmt":"2026-01-07T20:47:13","slug":"midia-retail-off-site","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/is\/midia-retail-off-site\/","title":{"rendered":"Media Retail Off-site"},"content":{"rendered":"

Media Retail Off-site<\/strong> (e\u00f0a Sm\u00e1s\u00f6lumi\u00f0lar utan vefsv\u00e6\u00f0is<\/em>) er augl\u00fdsingastefnan \u00fear sem sm\u00e1salar nota s\u00e9rg\u00f6gn s\u00edn (g\u00f6gn fr\u00e1 fyrsta a\u00f0ila) til a\u00f0 mi\u00f0a \u00e1 og birta augl\u00fdsingar \u00e1 r\u00e1sum \u00feri\u00f0ja a\u00f0ila, utan eigin vefs\u00ed\u00f0na e\u00f0a forrita.<\/p>\n\n\n\n

\u00d6\u00f0ruv\u00edsi en \u00c1 sta\u00f0num<\/em> (ads innan netverslunar s\u00f6lua\u00f0ilans) og \u00cd verslun<\/em> (augl\u00fdsingar \u00ed verslun), utan vefsv\u00e6\u00f0is leitar neytandans \u00ed af\u00fereyingarfer\u00f0 sinni og almennri lei\u00f0s\u00f6gn, me\u00f0 \u00fev\u00ed a\u00f0 nota sm\u00e1s\u00f6lukaupas\u00f6gu til a\u00f0 tryggja n\u00e1kv\u00e6ma sendingu skilabo\u00f0a.<\/p>\n\n\n\n

Hvernig \u00fea\u00f0 virkar<\/h3>\n\n\n\n

S\u00f6lua\u00f0ilinn virkar sem \u00e1horfandi.\u00dea\u00f0 nafnleyndir vi\u00f0skiptavinag\u00f6gnin \u00fe\u00edn (sem kaupir hva\u00f0, hversu oft) og tengir \u00feau vi\u00f0 fj\u00f6lmi\u00f0lakaupakerfi (DSP) e\u00f0a Hrein herbergi G\u00f6gn<\/em>. \u00feetta gerir v\u00f6rumerki (td bleiuframlei\u00f0anda) kleift a\u00f0 kaupa augl\u00fdsingabirg\u00f0ir \u00e1 ytri r\u00e1sum, s\u00e9rstaklega mi\u00f0a\u00f0 vi\u00f0 f\u00f3lk sem hefur keypt barnav\u00f6rur af neti \u00feess s\u00f6lua\u00f0ila undanfarna 30 daga.<\/p>\n\n\n\n

A\u00f0alr\u00e1sir \u00f6kut\u00e6kja<\/h3>\n\n\n\n

Hin mikla bylting utan sta\u00f0arins er st\u00e6kkun birg\u00f0a fyrir r\u00e1sir me\u00f0 mikla sj\u00f3nr\u00e6na \u00e1hrif:<\/p>\n\n\n\n

    \n
  1. CTV (Tengt sj\u00f3nvarp):<\/strong> Augl\u00fdsingar sem birtast \u00e1 streymis\u00fej\u00f3nustum (eins og Netflix, Globoplay, YouTube) e\u00f0a snjallsj\u00f3nvarpsvi\u00f0m\u00f3tum, mi\u00f0a\u00f0 vi\u00f0 raunverulega kaupheg\u00f0un, ekki bara \u00fea\u00f0 sem vi\u00f0komandi horfir \u00e1.<\/li>\n\n\n\n
  2. DOOH (Stafr\u00e6n utan heimilis):<\/strong> Stafr\u00e6n augl\u00fdsingaskilti, skj\u00e1ir \u00ed lyftum e\u00f0a str\u00e6t\u00f3sk\u00fdlum. T\u00e6knin gerir \u00fe\u00e9r kleift a\u00f0 birta augl\u00fdsingar a\u00f0eins \u00e1 t\u00edmum e\u00f0a st\u00f6\u00f0um \u00fear sem mikill styrkur \u00e1horfendasni\u00f0sins er kortlag\u00f0ur af s\u00f6lua\u00f0ilanum.<\/li>\n\n\n\n
  3. Opinn vefur og f\u00e9lagslegt:<\/strong> Bor\u00f0ar \u00e1 fr\u00e9ttas\u00ed\u00f0um, bloggum og samf\u00e9lagsnetum (Meta, TikTok), kn\u00fain \u00e1fram af sm\u00e1s\u00f6lug\u00f6gnum.<\/li>\n<\/ol>\n\n\n\n

    The Big Differential: Attribution of \u201cLoop Closed\u201d<\/h3>\n\n\n\n

    Helsti kosturinn vi\u00f0 Retail Media Off-site umfram hef\u00f0bundna forritunarmi\u00f0la er m\u00e6ling. \u00dear sem sm\u00e1salinn geymir vi\u00f0skiptag\u00f6gnin tekst honum a\u00f0 tengja upphafsr\u00e1\u00f0 (notandinn s\u00e1 augl\u00fdsinguna \u00ed sj\u00f3nvarpinu) vi\u00f0 loka\u00e1bendinguna (notandinn keypti v\u00f6runa \u00e1 vefs\u00ed\u00f0unni e\u00f0a \u00ed efnisversluninni d\u00f6gum s\u00ed\u00f0ar). \u00deetta er kalla\u00f0 Loka\u00f0 lykkjuverkefni<\/strong> (Tilv\u00edsun loka\u00f0rar lykkju<\/em>).<\/p>\n\n\n\n

    Hagn\u00fdtt d\u00e6mi<\/h3>\n\n\n\n

    \u00cdmynda\u00f0u \u00fe\u00e9r net ap\u00f3teka.<\/p>\n\n\n\n

      \n
    • Gefi\u00f0:<\/strong> Ap\u00f3teki\u00f0 veit a\u00f0 vi\u00f0skiptavinur X kaupir s\u00f3larv\u00f6rn \u00ed desember.<\/li>\n\n\n\n
    • A\u00f0ger\u00f0 utan vefsv\u00e6\u00f0is:<\/strong> \u00cd n\u00f3vember notar ap\u00f3teki\u00f0 \u00feessi g\u00f6gn til a\u00f0 birta augl\u00fdsingu fyrir n\u00fdtt v\u00f6rumerki s\u00f3larv\u00f6rn til vi\u00f0skiptavinar X \u00e1 me\u00f0an hann horfir \u00e1 myndband \u00e1 YouTube (CTV) e\u00f0a vafrar \u00e1 Instagram.<\/li>\n\n\n\n
    • Ni\u00f0ursta\u00f0a:<\/strong> Vi\u00f0skiptavinur X fer \u00ed ap\u00f3teki\u00f0 og kaupir v\u00f6runa. Neti\u00f0 getur sta\u00f0fest vi\u00f0 augl\u00fdsanda v\u00f6rumerki\u00f0 a\u00f0 s\u00fa sala hafi veri\u00f0 undir \u00e1hrifum fr\u00e1 augl\u00fdsingunni \u00e1 YouTube.<\/li>\n<\/ul>\n\n\n\n

      Af hverju \u00fer\u00f3un?<\/h3>\n\n\n\n

      Me\u00f0 lok sm\u00e1k\u00f6kur fr\u00e1 \u00feri\u00f0ja a\u00f0ila og takmarkanir \u00e1 pers\u00f3nuvernd hafa sm\u00e1s\u00f6lug\u00f6gn (byggt \u00e1 raunverulegum kaupum og innskr\u00e1ningum) or\u00f0i\u00f0 \u201couro\u201d stafr\u00e6nna augl\u00fdsinga, sem b\u00fd\u00f0ur upp \u00e1 \u00f6ruggan og \u00e1rangursr\u00edkan valkost vi\u00f0 skiptingu \u00e1horfenda utan s\u00f6luumhverfisins.<\/p>\n\n\n\n

      Tengdir skilm\u00e1lar<\/h3>\n\n\n\n
        \n
      • Retail Media Network (NMR)<\/em><\/li>\n\n\n\n
      • G\u00f6gn fr\u00e1 fyrsta a\u00f0ila<\/em><\/li>\n\n\n\n
      • Forrita\u00f0ur<\/em><\/li>\n\n\n\n
      • M\u00e6ling me\u00f0 loku\u00f0um lykkjum<\/em><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

        M\u00eddia Retail Off-site (ou Off-site Retail Media) \u00e9 a estrat\u00e9gia publicit\u00e1ria em que varejistas utilizam seus dados propriet\u00e1rios (first-party data) para segmentar e exibir an\u00fancios em canais de terceiros, fora de seus pr\u00f3prios sites ou aplicativos. Diferente do On-site (an\u00fancios dentro da loja virtual do varejista) e do In-store (an\u00fancios na loja f\u00edsica), o Off-site […]<\/p>\n","protected":false},"author":1,"featured_media":10804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,41,37],"tags":[47,43,57,48],"class_list":{"0":"post-89960","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-glossario","9":"category-tendencias","10":"tag-artigos","11":"tag-e-commerce","12":"tag-glossario","13":"tag-tendencias"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts\/89960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/comments?post=89960"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts\/89960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/media\/10804"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/media?parent=89960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/categories?post=89960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/tags?post=89960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}