Privacidade digital e o novo cenário da publicidade: como as marcas se adaptam ao fim dos third-party cookies?

Ana Rita Oliveira e Silva

Autores

Ana Rita Oliveira e Silva ISCAP Politécnico do Porto https://orcid.org/0009-0009-0704-6611

Palavras-chave:

Privacidade digital, Third-party cookies, Marketing digital, Segmentação de audiências, First-party data, Publicidade personalizada

Resumo

A crescente exigência de privacidade digital e o desaparecimento progressivo dos third-party cookies estão a provocar uma transformação estrutural no ecossistema de publicidade digital. Com base numa análise de literatura recente, este artigo identifica os principais desafios enfrentados pelas marcas, nomeadamente a perda da capacidade de rastreamento e o aumento da dependência de first-party data. Além disso, são exploradas alternativas a estes mecanismos, como a publicidade contextual (tradicional e semântica) e a colaboração bilateral com publishers. Apesar dos obstáculos, são destacadas oportunidades relevantes, nomeadamente o fortalecimento da confiança dos consumidores e a maior autonomia na gestão de dados próprios. Por fim, discute-se a intenção subjacente às soluções atualmente propostas, refletindo até que ponto estas representam uma verdadeira rutura com lógicas de controlo digital, ou se correspondem apenas a uma reconfiguração de práticas já consolidadas.

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