{"id":8510,"date":"2020-10-29T07:29:00","date_gmt":"2020-10-29T07:29:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8510"},"modified":"2026-04-14T08:49:23","modified_gmt":"2026-04-14T08:49:23","slug":"attribution-modeling-ios","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/attribution-modeling-ios\/","title":{"rendered":"Modelo de atribui\u00e7\u00e3o - uma nova forma melhorada de medir o desempenho da publicidade no iOS"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A partir de 2021, os anunciantes na iOS n\u00e3o poder\u00e3o calcular m\u00e9tricas-chave de coorte, como o ROI ou o LTV, para a maioria das suas campanhas publicit\u00e1rias. Isto cria um novo paradigma em que tanto os editores m\u00f3veis como os fornecedores ter\u00e3o de inovar para terem sucesso. Na Tenjin, estamos a concentrar os nossos esfor\u00e7os na cria\u00e7\u00e3o de um novo tipo de metodologia para atribuir instala\u00e7\u00f5es \u00e0s campanhas de marketing \u2013 a Modelagem de Atribui\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nos \u00faltimos meses, temos vindo a trabalhar num modelo totalmente novo de atribui\u00e7\u00e3o de utilizadores, adaptado \u00e0 nova realidade, no \u00e2mbito do marketing, que permitir\u00e1 aos anunciantes tomar decis\u00f5es fundamentadas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Os programadores t\u00eam de repensar a medi\u00e7\u00e3o do ROI com base no IDFA, uma vez que esta passar\u00e1 a incluir apenas 20% de tr\u00e1fego.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Devido a&nbsp;<a href=\"https:\/\/developer.apple.com\/news\/?id=hx9s63c5&amp;1599152522\">restri\u00e7\u00f5es futuras do IDFA<\/a>, a atribui\u00e7\u00e3o determin\u00edstica ficar\u00e1 obsoleta no iOS.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Por que \u00e9 que os anunciantes da iOS j\u00e1 n\u00e3o v\u00e3o poder otimizar o seu tr\u00e1fego como faziam antes?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Principalmente por duas raz\u00f5es:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1) O ROI e o LTV por coorte s\u00f3 s\u00e3o poss\u00edveis gra\u00e7as \u00e0 atribui\u00e7\u00e3o determin\u00edstica (baseada no IDFA), que atribui 100% do cr\u00e9dito a um clique ou a uma impress\u00e3o espec\u00edficos. No entanto, em 2021, a atribui\u00e7\u00e3o determin\u00edstica ser\u00e1 apenas\u00a0<a href=\"https:\/\/blog.tenjin.com\/new-rules-of-attribution-ios-14\/\">dispon\u00edvel para os utilizadores que optarem por aderir<\/a>. Estim\u00e1mos\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-attribution-san\/\">este n\u00famero, 20%, para as SANs, em julho passado<\/a>. O n\u00famero real poder\u00e1 ser inferior, uma vez que algumas SANs podem nem sequer recolher o IDFA \u2013\u00a0<a href=\"https:\/\/www.facebook.com\/audiencenetwork\/news-and-insights\/preparing-audience-network-for-ios14\/?locale=en_US&amp;draft=306506763767413\">O exemplo do Facebook<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) A SKAdNetwork, por defini\u00e7\u00e3o, n\u00e3o mede a atividade dos utilizadores a longo prazo. Pode ler mais sobre o assunto em\u00a0<a href=\"https:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\">este guia<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em termos simples, se quiser medir o ROI das campanhas para mais de 20% da sua base de utilizadores, ter\u00e1 de alterar a forma como analisa os seus dados publicit\u00e1rios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At\u00e9 ao final de 2021, esperamos que os editores mais avan\u00e7ados d\u00eaem o salto da publicidade determin\u00edstica para outra abordagem.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A modela\u00e7\u00e3o de atribui\u00e7\u00e3o \u00e9 uma nova forma de analisar os dados de marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ent\u00e3o, qual \u00e9 a diferen\u00e7a entre a modela\u00e7\u00e3o de atribui\u00e7\u00e3o e a atribui\u00e7\u00e3o determin\u00edstica?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Atribui\u00e7\u00e3o determin\u00edstica \u2013 um utilizador adquirido \u00e9 atribu\u00eddo a uma fonte publicit\u00e1ria com base no \u00faltimo sinal recebido;<\/li>\n\n\n\n<li>Modelo de atribui\u00e7\u00e3o \u2013 a um utilizador adquirido s\u00e3o atribu\u00eddas probabilidades independentes de que tenha vindo de diferentes fontes de marketing, com base em v\u00e1rios sinais de entrada.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A modelagem de atribui\u00e7\u00e3o pode parecer algo diferente \u00e0 primeira vista, mas a atribui\u00e7\u00e3o de probabilidades n\u00e3o \u00e9 novidade no nosso setor. Tomemos, por exemplo, a atribui\u00e7\u00e3o ao \u00faltimo clique. \u00c9 uma norma generalizada no setor atribuir todo o cr\u00e9dito (probabilidade 100%) pela instala\u00e7\u00e3o ao \u00faltimo clique, independentemente de outros sinais (impress\u00f5es, outros cliques) que tenham ocorrido para gerar essa instala\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em 2021, os editores de aplica\u00e7\u00f5es m\u00f3veis ter\u00e3o de descobrir como utilizar sinais menos determin\u00edsticos, uma vez que a atribui\u00e7\u00e3o determin\u00edstica do \u00faltimo clique requer o IDFA. Contrariamente ao que se poderia pensar, o papel do profissional de marketing exigir\u00e1 MAIS an\u00e1lise de dados, e n\u00e3o menos. Os editores m\u00f3veis ir\u00e3o competir quanto \u00e0 precis\u00e3o dos seus modelos de previs\u00e3o ao compreender a origem dos utilizadores com base em sinais indeterminados.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Modelo de Atribui\u00e7\u00e3o da Tenjin ser\u00e1 integrado nos fluxos de trabalho existentes para melhorar os produtos atuais.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A nossa equipa est\u00e1 a trabalhar num primeiro modelo MVP que permitir\u00e1 aos nossos clientes modelar a atribui\u00e7\u00e3o utilizando dados da SKAdNetwork e outras fontes em conformidade com os requisitos de privacidade da Apple.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Uma coisa que \u00e9 importante esclarecer quando falamos de Modelos de Atribui\u00e7\u00e3o no Tenjin:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>O Modelo de Atribui\u00e7\u00e3o da Tenjin n\u00e3o \u00e9 uma vers\u00e3o reformulada da t\u00e9cnica de \u00abfingerprinting\u00bb. Trata-se de um produto totalmente novo.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sinto que preciso de salientar explicitamente que o termo \u2018atribui\u00e7\u00e3o probabil\u00edstica\u2019 \u00e9 frequentemente utilizado de forma incorreta atualmente, e que muitos fornecedores o est\u00e3o a usar para disfar\u00e7ar o que, na realidade, n\u00e3o passa de uma \u00abatribui\u00e7\u00e3o por impress\u00e3o digital\u00bb. S\u00f3 para que fique claro, n\u00e3o \u00e9 isso que fazemos com o nosso \u00abModelo de Atribui\u00e7\u00e3o\u00bb. E foi por isso que decidimos optar pelo termo \u00abModelo de Atribui\u00e7\u00e3o\u00bb em vez de \u00abatribui\u00e7\u00e3o probabil\u00edstica\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Acreditamos firmemente que, tal como a atribui\u00e7\u00e3o determin\u00edstica na era do IDFA, a modelagem de atribui\u00e7\u00e3o se tornar\u00e1 um novo padr\u00e3o para os anunciantes na era da SKAdNetwork.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Se quiser ser um dos primeiros a adotar o Modelo de Atribui\u00e7\u00e3o, envie-nos um e-mail para&nbsp;<a href=\"mailto:info@tenjin.com\">info@tenjin.com<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Starting from 2021, advertisers on iOS won\u2019t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. At Tenjin, we are focusing our efforts on building a new type of methodology&#8230;<\/p>","protected":false},"author":5,"featured_media":8511,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attribution Modeling IOS | Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/attribution-modeling-ios\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Attribution Modeling IOS | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Starting from 2021, advertisers on iOS won\u2019t be able to calculate key cohort metrics, like ROI or LTV, for most of their ad campaigns. This creates a new paradigm where both mobile publishers and vendors will need to innovate to succeed. 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