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An AI called “Programmatic Media”

Luana Cevey
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An AI called “Programmatic Media”

It is very common for people to ask me, "So, what is programmatic media?" Although it is becoming less frequent, this issue still occasionally arises in meetings and business gatherings I attend. I usually start by saying that, more than just an evolution of online advertising, programmatic media represents a paradigm shift in how brands reach their consumers.

In the early days of the internet, media buying was done directly with portals, which limited the reach and efficiency of campaigns. As the internet and advertising inventory grew exponentially, it became unfeasible to manage so many possibilities manually. That's when programmatic media emerged as a solution: automating processes, connecting inventories, and offering real-time purchasing, ensuring that the advertiser spoke to the right people at the right time. In technical language, it is an automated method of purchasing digital advertising spaces through platforms known as DSPs (Demand Side Platforms), where media professionals have access to 98% of global digital inventories, including websites, applications, portals, and even new media such as Connected TV (CTV) and digital audio.

With the use of advanced algorithms, technologies such as machine learning and deep learning enable the management of large volumes of data, making it possible to understand and predict consumer behavior in different contexts. This not only enriches the user experience but also personalizes interactions in a unique way, strengthening the bond between the brand and the audience. All these functions used in a broad and strategic way lead us to a field of technology that became popular in the last year, becoming the center of many businesses and innovations. You probably remembered Artificial Intelligence. She herself, the AI, which has been integrated into programmatic media for over a decade, has elevated digital media strategies to a new level of efficiency, personalization, and accuracy.

Artificial Intelligence further enhances decision-making and optimizes real-time advertising space auctions, ensuring greater accuracy and more significant results. With the support of AI, brands can impact the consumer at the right moment, with the right message, and in the most appropriate context, maximizing conversion potential while freeing marketing professionals to focus on more strategic and creative activities.

To understand how programmatic media and its artificial intelligence add value to marketing campaigns, below I list some of the main advantages that the method offers:

Undisputed targeting capability

Today, understanding consumer behavior is more important than simply knowing who they are. Women of the same age group, for example, can have completely different consumption behaviors. Programmatic media with its embedded AI not only allows identifying these differences but also adjusting campaigns based on the audience's purchase timing, reducing waste of budget and maximizing results.

Security and guaranteed delivery of ads to real people

Brazil is the second country with the highest rate of internet fraud. Modern DSPs integrate tools that identify fraudulent clicks and suspicious environments, ensuring that ads are only shown to real people and in appropriate contexts. Here at Publya, we take this so seriously that we went a step further, developing dashboards that allow our clients and agencies to monitor campaign progress in real time, promoting transparency and result tracking.

Integrating strategies to generate brand consistency

The evolution of programmatic media goes beyond digital, integrating traditionally offline media into an automated purchasing model. Today, it is possible to advertise on Connected TV (CTV), digital audio on platforms like Spotify and Deezer, online radios, and even on open TV, with formats sold by CPM. In Out of Home (OOH), technology allows for selecting specific screens at strategic times without the need to negotiate with multiple players. This versatility makes programmatic media a 360° solution, combining the best of online and offline.

This is about using the best of technology to connect people, optimize resources, and ensure efficiency for agencies and advertisers, simplifying all campaign management. It's about understanding the brands' needs and delivering solutions that simplify the process, reliably and with mastery of the entire operation and diversity of possibilities. This is programmatic media and AI.

Franchises: food sector grows in 2024 and boosts delivery market

E-Commerce Update
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Franchises: food sector grows in 2024 and boosts delivery market

Data recently released by the Brazilian Franchising Association (ABF) indicate that the franchise market registered growth of 12.1% in the third quarter of 2024, driven by the food segment, which grew 14% in the same period, proving that the habit of eating out is part of the daily lives of Brazilians on an increasingly larger scale.

Amidst this promising scenario, ATW Delivery Brands emerges as an opportunity for entrepreneurs seeking to invest in a proven profitable business. With a business model focused exclusively on delivery, the brand leverages the return potential provided by the high demand for convenience and practicality, trends that have gained even more strength in recent years.

The sector's numbers reinforce this solidity. Delivery moves billions of reais annually in Brazil, driven by the growth of app usage and the diversification of food delivery options. For brands like ATW Delivery Brands, which operate exclusively in this format, the environment is fertile for innovation and expansion.

One of the model's advantages is its ability to operate with a lean and flexible structure, which reduces initial costs and facilitates adaptation to different markets. Furthermore, the brand invests in integration with digital platforms and diversified menus that cater to multiple consumer profiles, significantly expanding the business's reach.

“Our focus on delivery allows us to serve an increasingly broad and demanding audience, without the high costs associated with a physical restaurant. This gives us the agility to expand and generate attractive returns for our franchisees,” says Vitor Abreu, partner in the chain.

With the food sector consolidated as one of the most robust in the franchise market and delivery in rapid growth, investing in a brand like ATW Delivery Brands can be a strategic bet for 2025. The combination of high demand, optimized structure, and potential return makes the business stand out as one of the most attractive options in the current economic scenario.

The Pix revolution: how to innovate without compromising security

Alex Tabor
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The Pix revolution: how to innovate without compromising security

Since its launch in 2020, Pix has revolutionized the Brazilian financial market, becoming the preferred payment method for millions of people. Its main advantage lies in simplicity and speed: it allows real-time transfers, 24 hours a day, without the need for a card machine or cash. Just have a bank account and a PIX key, such as CPF or phone number, to start using. This convenience has brought benefits, especially for those who receive payments, such as small merchants and freelancers, who can operate without additional costs or technical complications.

However, despite its popularity, Pix still faces challenges to become fully accessible. For those who pay, a smartphone and internet access are necessary, which can be a barrier for the elderly, people with low education, or residents of rural areas. Although the use of smartphones and internet coverage have increased significantly, the inclusion of these groups still requires efforts such as digital education campaigns and improvements in connectivity infrastructure. The implementation of solutions that enable offline transactions, using encryption and tokenization technologies, can be a way to expand access. Systems like Google Pay and Apple Pay already do this, allowing payments to be initiated without the payer's active connection, using the recipient's internet connection.

Security is also a constant concern. Since the first cases of flash kidnappings and robberies involving instant transfers, theCentral Bank reacted quickly, imposing limits on nighttime transactionsand this month, a limit of R$ 200 was introduced for new devices not yet registered as authorized in the bank's app (this will only apply to devices that were not in use before 12/01/2024). Although these measures have reduced the occurrence of crimes, they have also imposed restrictions that affect the experience of legitimate users. The search for solutions that maintain security without sacrificing usability continues to be a challenge.

Another critical point is the scams related to prepayment, where fraudsters receive the amount and disappear without delivering the promised product or service. THESpecial Return Mechanism (SDM)It was created to handle these situations, allowing refunds in proven cases of fraud. Although still little used, the MED represents an important advance, inspired by the credit card refund system, and needs to be more widely disseminated to gain users' trust.

A solution that could further transform the scenario is the adoption of intermediary payments, or "escrow". In this model, the amount would only be released to the seller after the buyer's confirmation of delivery. This would bring more security to both parties and would be especially useful in online transactions. Furthermore, the expansion of tokenization use in transactions would ensure that sensitive data is protected, even in offline environments, providing an extra layer of security.

The balance between accessibility and security is essential for the future of Pix. Solutions that integrate technologies such as biometrics, tokenization, and intermediaries can expand the system's reach without compromising user protection. Digital inclusion, in turn, is essential to reduce fraud, increase awareness, and empower more people to use Pix safely.

On the horizon, Pix still has much to offer. Contactless payments, installment plans, and automatic debit are already in development in Brazil and are already operational in similar systems abroad, such as India's UPI and Singapore's PayNow. International integration is also a possibility, with theProjeto Nexus, do Bank for International Settlements (BIS)proposing a multinational interface model to facilitate global remittances.

Pix is already an example of innovation and efficiency, but to continue leading, it needs to constantly evolve. Investing in new technologies, expanding access in less connected areas, and strengthening security are essential steps to ensure that all Brazilians can enjoy their benefits with confidence and peace of mind.

Three steps to understanding AI regulation in Brazil

E-Commerce Update
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Three steps to understanding AI regulation in Brazil

The bill regulating artificial intelligence in Brazil was approved by a special committee in the Senate and is scheduled to go to the plenary next week. The text establishes a set of rules and principles for the development and application of AI within the national territory, defining rights, limits, and punishments for users in order to ensure that the technology is used ethically and transparently.

After passing through the Senate, the next steps for the project will be analysis by the Chamber of Deputies, presidential sanction and complementary regulations to detail specific aspects.

If approved, the new legislation will have impacts on the daily life of the population. See three practical ways in which AI regulation will affect the lives of Brazilians, according to Marcelo Dannus, CEO of Paipe Tecnologia e Inovação:

1. Security and data protection

The regulation reinforces the protection of personal data, aligning with the General Data Protection Law (LGPD). Users will have greater security regarding the use of their information by AI systems, preventing abusive practices and privacy invasions.

2. Transparency in interactions with AI systems

Citizens will have the right to know when they are interacting with artificial intelligence and understand how automated decisions affect them. This increases transparency and allows people to trust more in the services they use AI for, such as chatbots, virtual assistants, and online platforms.

3. Encouraging innovation and employment opportunities

With clear rules, Brazil becomes a more conducive environment for technology investments. Companies and startups will have incentives to develop AI solutions, which can generate new investment opportunities and boost economic development.

The regulation of artificial intelligence in Brazil is an important step to ensure that technological advancement occurs ethically and benefits society as a whole. With the approval of the bill in the Senate, we are closer to having clear guidelines that protect citizens' rights and promote innovation. Paying attention to these changes is essential to understand how AI will continue to integrate and transform our daily lives.

Fintech launches easy credit and installment solution with PIX

E-Commerce Update
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Fintech launches easy credit and installment solution with PIX

Thinking about boosting access to credit for Brazilians and expanding the use of a simple, safe and fast solution, especially in transactionsprivate labelHorizon Pay introduces PIXCard to the payment methods market. A new tool uses the well-known PIX to simplify the purchase process, allowing installment options for negotiation, as well as the possibility of using the limit, especially in operations.private label, in any establishment.This gives the end customer more purchasing power and ensures that administrators operate freely in order to expand their transactions in the market, prospecting and retaining consumers.

According to data released by the Central Bank of Brazil (BC) and the Brazilian Association of Credit Card and Services Companies (Abecs), transactions made with Pix reached R$29 billion in the first half of 2024. In a projection conducted by the Brazilian Federation of Banks (Febraban), it is estimated that transactions by the method will grow by 52.4%, totaling 63.7 billion operations next year. Therefore, PIXCard accompanies this growing market acceptance.  

"The biggest advantage lies in the simple way customers use it, after all, the solution is based on the use of PIX and is linked to a greater potential in negotiation power with the establishment. For the retailer, immediate payment is an advantage; for the customer, the purchase can be divided into installments directly through purchasing channels, such as apps," explains Vinícius Machado, Product Director and Digital Innovation Specialist at Horizon Pay.

A Genial/Quaest survey published in July of this year revealed that 63% of people have less purchasing power compared to the last 12 months. In this sense, PIXCard allows clientsprivate labelthat a certain retailer uses part of their limit outside that network. This brings better utilization of the credit limit, promoting engagement and loyalty with retail.

With investments in the financial sector, Brazil shows a high level of consumer interest in gaining access to credit. According to a TransUnion study released this year, more than 43% of Brazilians state that only one person in their household used a retail chain credit card in the last 12 months, which occurs due to limited access. In this regard, 46% of the respondents are interested in becoming clients and expanding their relationship with digital institutions in order to obtain a credit card. Additionally, 51% say they have already adopted digital wallets for sending or receiving money (the number rises to 57% among Millennials). The high acceptance of digital banks reveals an opportunity for companies andfintechsact in the banking market and achieve significant expansion.  

ID Logistics increases its workforce by 34% and grows by an average of 28.5% on Black Friday

E-Commerce Update
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ID Logistics increases its workforce by 34% and grows by an average of 28.5% on Black Friday

The logistics multinational, ID Logistics Brazil, with a strong presence in e-commerce, experienced an average growth of 28.5% this year, surpassing expectations during Black Friday. The company aimed for an overall increase of 25% in order volume across all sectors. But the logistics sector for fashion operations exceeded expectations. The numbers also reinforce ID Logistics' expertise in fashion, which was one of the most served sectors during this year's Black Friday.

In one of the operations, for example, one of the fashion retail distribution centers experienced a significant growth of 30% for the date. On the main Black Friday day, November 29th, one of the companies for which ID Logistics manages all logistics achieved the highest revenue in history in a single day.

The main and challenging strategic measure for Black Friday, planned in June in collaboration with its segment clients, was the hiring of temporary staff for an area already suffering from a labor shortage – recently, the company announced a call for over 2,000 vacancies for logistics assistants with a chance of hiring.

The number of employees in the operation also increased by 34% this year for the Black Friday campaign, including temporary logistics assistant positions. Rogério Elias, Regional Operations Manager at ID Logistics, during peak times such as Black Friday and Christmas. According to him, a multiplier collaborator is responsible for training new hires.

Another important measure was the provision of equipment, such as radio frequency collectors, forklifts, uniforms and PPE, among others, if necessary.

To achieve the growth target and even exceed it, a strategy was used that includes synergy between different distribution centers, and even for the same warehouse for the rapid movement of employees and equipment.

In retail, another area of operation for ID Logistics, the work focused in October on restocking stores, mainly with electronic items, white goods, televisions, among others. In this case, the increase in volumes measured was approximately 10%. The same happens with the food and beverage industries, which, according to Anderson Almeida, also Regional Operations Manager at ID Logistics, expanded the portfolio of products handled by the platforms.

Three tips to increase online sales

E-Commerce Update
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Three tips to increase online sales

Poli Digital, a platform specialized in integrating and automating communication channels between companies and customers, is helping entrepreneurs to boost their online sales through a series of videocastsDigital Poly Connection. In episode 8, available for free on YouTube, the consultant and digital marketing specialistPaula Tebettshares practical strategies for companies of all sizes to achieve significant results in the digital environment.

Paula, who has 15 years of experience and is a professor of MBA courses, brings valuable insights on topics such as the strategic use of WhatsApp and Instagram, the power of digital influencers, and the importance of centralizing customer service channels. Check it out

  1. WhatsApp Status: A Powerful and Accessible Tool

One of Paula Tebett's main tips in the episode is the use ofstatus do WhatsAppas a marketing tool. According to her, this accessible and straightforward strategy can generate a surprising return, especially for small businesses. "The WhatsApp Status is an underrated channel, but when well managed, it yields significant results," he/she/they states.

Paula recommends that companies use the status to promote offers, news, and content that directly engage with the audience. Furthermore, it highlights the simplicity of the tool, which requires no investments and can be managed practically. For Paula, this is an opportunity that many entrepreneurs still ignore, but it has the potential to strengthen customer relationships and increase sales.

  1. Digital influencers: Connections that generate results

Another guidance highlighted by Paula is the importance of influencer marketing for companies that want to expand their online presence. She emphasizes that the choice of influencer should go beyond the number of followers, prioritizing the alignment between the brand's values and the professional's communication.

"The most effective influencers are not necessarily those with millions of followers, but those who speak directly to the audience the brand aims to reach," explains Paula. She also emphasizes that the content produced must be authentic and relevant, creating a real connection between the audience and the company.

This type of partnership, according to Paula, can benefit both large companies and small businesses, offering an efficient way to increase brand visibility and engage new customers.

  1. Centralization of service channels: The key to not losing customers

One of the biggest challenges pointed out by the consultant is the lack of centralization in customer service channels. Paula warns that directing the customer from one platform to another, such as from Instagram to WhatsApp, can result in lost sales and consumer disengagement.

As a solution, she recommends using tools like Poli Digital, which integrates WhatsApp, Instagram, and Facebook into a single system. "Platforms that centralize communication enable automation, faster service, and more efficient use of the company's resources," he/she/they highlights.

According to Paula, centralization facilitates the work of teams, improves the customer experience, and prevents sales opportunities from being lost. This approach, combined with other digital strategies, helps create a competitive advantage for companies.

ERP Trends in 2025: Transforming Business in the Digital Age

Roberto Abreu
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ERP Trends in 2025: Transforming Business in the Digital Age

The rapid technological advances and changes in business practices have significantly changed the way Enterprise Resource Planning (ERP) systems, especially cloud-based solutions, have evolved. Industry research estimates that the global ERP market will nearly double in the next five years, from $64.7 billion in 2022 to $130 billion in 2027, driven by greater scalability, flexibility, and cost-effectiveness offered by the platform, as well as to accommodate talent shortages, the Great Resignation, and remote workforce forces.

The next decade promises a technological revolution in ERP. Artificial Intelligence (AI) and Machine Learning (ML) will be central, automating routine tasks, optimizing processes, and predicting outcomes with unprecedented accuracy. Blockchain technology, with its inherent security and transparency, will revolutionize supply chain management, ensuring end-to-end visibility and traceability. Augmented Reality (AR) and Virtual Reality (VR) will transform training, maintenance, and remote collaboration, enhancing operational efficiency.

The dominance of the cloud is undeniable. ERP systems will increasingly migrate to the cloud, offering scalability, flexibility, and reduced IT overhead. This change will accelerate the adoption of Software-as-a-Service (SaaS) models, enabling companies to focus on core competencies while leaving IT infrastructure management to specialists.

Customized solutions

The one-size-fits-all approach to ERP is diminishing. Industries, from manufacturing to healthcare, require customized solutions that address their unique challenges. Customization will become paramount, with ERP systems evolving to incorporate industry-specific functionalities and comply with strict regulations.

For example, in manufacturing, ERP systems will seamlessly integrate with IoT devices to optimize production processes and predictive maintenance. In the healthcare sector, the ERP will play a key role in managing patient data, ensuring compliance with Privacy Rule and Security Rule regulations (HIPAA), and streamlining revenue cycle management.

Dynamic scenario

The future of ERP is exciting but full of challenges. Companies should embrace change, invest in talent development, and promote a culture of innovation. The collaboration between IT and business departments will be crucial for successful ERP implementations.

By staying up to date on emerging trends and harnessing the power of technology, organizations will be able to discover new opportunities, increase operational efficiency and gain a competitive advantage.

Main opportunities in the sector

Based on the analysis of current trends and future projections, three main opportunities stand out in this scenario for ERP companies:

– Data-driven decision making:Harnessing the power of AI and ML to extract valuable insights from ERP data will enable data-driven decision making, leading to improved operational efficiency and strategic advantage.

– Supply chain resilience:Implementing blockchain technology and advanced analytics can improve supply chain visibility, mitigate risk, and build resilience against disruptions.

– Customer experience:Leveraging ERP data to better understand customer preferences and behavior will enable personalized experiences, increasing customer satisfaction and loyalty.

Trends driving innovation

Looking ahead to the next few years, we can highlight 10 key trends that will shape the global adoption of cloud ERP across a variety of industries:

1. Composable ERP

The concept of composable ERP has been gaining prominence, allowing companies to select and integrate components from different suppliers for greater flexibility. According to Gartner, this modular approach makes it easier to adapt to changes and offers customization according to business needs.

2. Cloud Solutions

The adoption of cloud ERPs is on the rise due to their advantages, such as scalability, accessibility, and lower operational costs. EY highlights that cloud migration will continue to grow as companies seek automatic updates and greater security.

3. Integrated Artificial Intelligence

The incorporation of AI into ERPs helps automate processes and generate strategic insights. Gartner reports indicate that AI will play a vital role in 2025, enhancing operational efficiency and decision-making.

4. Total Experience (TX)

The overall experience combines the customer experience with that of employees to improve ERP adoption. According to Gartner, this approach aims to create intuitive interfaces and more efficient processes, benefiting the entire user chain.

5. Robotic Process Automation (RPA)

The use of RPA integrated with ERPs will be essential to automate repetitive tasks. Deloitte points out that this technology will reduce errors and increase productivity, helping companies optimize their operations.

6. Advanced Predictive Analytics

Predictive analysis, powered by AI, will enable these systems to provide detailed forecasts about the market and internal operations. Gartner predicts that this capability will help companies better manage inventories and the supply chain.

7. Integration with IoT

The Internet of Things (IoT) will be more integrated with ERPs, providing real-time data from connected devices for better decision-making. McKinsey reports that IoT applied to ERPs will mainly benefit the manufacturing and logistics sectors.

8. Sustainability and Social Responsibility

With the growing pressure for more sustainable practices, by 2025 technology is expected to offer functionalities that enable monitoring and reporting of environmental impacts. EY highlights that this will help companies comply with regulations and adopt responsible practices.

9. Enhanced Data Governance and Security

With the increase in processed data volume, security will be a priority. Gartner indicates that ERPs will need robust security policies, ensuring compliance with regulations such as LGPD and GDPR.

10. Customization and Low-Code/No-Code Capabilities

The use of low-code/no-code platforms will allow companies to customize their ERPs more quickly, without the need for extensive programming. Forrester indicates that this trend will facilitate internal innovation and rapid adaptation to changes.

Evolution of ERPs

The accelerated adoption of cloud solutions, integration of AI and ML, enhanced personalization, focus on user experience, increased cybersecurity, growth of industry-specific solutions, and seamless integration with emerging technologies are set to transform the ERP landscape.

The evolution of ERP systems reflects the dynamic changes in the global business landscape. As we approach a new decade, it is essential to look to the future and anticipate the ERP trends that will shape the coming years. Companies that adopt these trends will be well-positioned to thrive in the ever-evolving digital economy.

Intelligent agents drive and reshape retail in Brazil

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Intelligent agents drive and reshape retail in Brazil

The 2024 CIO Agenda Outlook for Industry and Retail report, produced and released by Gartner, estimated that by 2026, more than 75% of retail companies will adopt artificial intelligence solutions to generate customer data that simulates real information. Currently, only 5% of Brazilian organizations are applying AI, meaning only one out of every 20 competitors is investing in technology. However, within a year and a half, it is expected that three out of four will have technological processes. In this sense, Yalo, an intelligent sales platform, integrated technology into processes, allowing agility and personalization to enhance a quality experience and offer customers deeper connections regarding their needs and searches.

In recent years, generative AI has been developed and improved in order to become a great ally, generally, for entrepreneurs, shopkeepers, merchants, and retailers in the country. The tool offers significant benefits by integrating systems and software as increasingly intelligent, agile, and qualified agents according to each business model, respecting the diverse personas of the target audience, adopting personalized strategies, and establishing real connections with users.  

"The revolution we are experiencing with artificial intelligence is becoming increasingly accelerated and omnipresent. I believe it will develop even further on a grand scale, perhaps 100 times greater than the changes that have impacted us in the last 20 years. There is an urgent need for us to study, follow, and align ourselves with the solutions that AI reveals to boost our sales, optimize processes, and simplify journeys, considering employees, agents, partners, and end customers," explains Manuel Centeno, General Manager of Yalo in Brazil.

Intelligent agents are now an evolving reality within small, medium, and even large businesses across all sectors, representing a potential solution generated by artificial intelligence. The integration of an intelligent sales platform, with highly trained assistants, allows for infinite-speed data reading and analysis on any topic.

For João Bernartt, an artificial intelligence specialist, training agents must become part of the companies' routine work, aiming to adapt the sales model to reality as quickly as possible. "People need to be prepared to start building relationships with this type of technology, viewing the tool as an ally in their daily lives. I understand that many people have concerns; it is important to investigate and ensure data protection, but we also need to adapt to the necessity of sending emails, with the emergence of the internet, and in this way, we must see AI as an extension of our services, since we are the ones who train it through interactions and questions," she explains.

Between April and June of this year, the Artificial Intelligence in Retail survey, conducted by Central do Varejo, analyzed 307 Brazilian retailers regarding their investments. The information gathered revealed that most of the companies' applications are focused on marketing and sales. The ranking continues with customer service through chatbots (56%), marketing content creation (50%), personalization of the customer experience (36%), and trend analysis (34%). Other relevant applications are report automation (25%) and fraud prevention (22%).

Since most of it is applied to customer service, investing in intelligent agents is an opportunity that should be prioritized. The automation of retail sales processes remains conversational, but the current AI landscape enables the customer to converse and explain their needs to an engaged and humanized salesperson. The integration of the intelligent platform within a conversational aspect with capable agents translates into a more natural relationship for us. We analyze the moment we are experiencing as a renaissance with the super sellers. We have returned to the conversational style we once experienced, but now we are empowered by our strong ally, technology.

For the future, Yalo plans to launch intelligent sales agents that are being trained with technical skills to serve as sales models, in order to strengthen the implementation of these new technologies in organizations. "In addition to agility and optimization, innovation promises to transform the journey through closer and higher-quality interactions, strengthening relationships to boost sales and promote customer loyalty," concludes Manuel.

LinkedIn Ads: boosting high-ticket sales in the B2B market

Gabriel Preuss
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LinkedIn Ads: boosting high-ticket sales in the B2B market

Increasingly, companies are intensifying strategies to attract qualified leads with the goal of generating sales. This relentless pursuit is the result of an increasingly competitive market, especially in the B2B universe. When the sales cycle is longer and the average ticket is higher, accuracy in segmentation and lead quality are even more crucial. In this context, LinkedIn Ads stands out as a powerful tool, capable of offering the best possible targeting and driving significant results for companies.

With over 950 million users in more than 200 countries, LinkedIn is established as the world's largest professional network. In Brazil, there are nearly 100 million users. In addition to its global reach, LinkedIn stands out for the quality of its audience, with 180 million senior-level influencers, 63 million decision-makers, and 10 million top executives. According to HubSpot data, the platform is 277% more effective than Facebook in generating B2B leads – representing a vast field of opportunities for companies in this niche.

The strength of LinkedIn Ads lies in its ability to allow companies to target ads to specific audiences based on criteria such as job title, industry, organization size, seniority level, skills, interest groups, location, and even businesses where the user has previously worked. This wealth of "filters" options enables marketing strategies to be targeted precisely at the ideal customer profile (ICP), increasing the likelihood of attracting qualified leads and consequently generating sales.

In addition to precise targeting, LinkedIn Ads offers unique ad formats such as Sponsored Content, Sponsored InMail, Dynamic Ads, and Text Ads, which allow corporations to create customized campaigns and engage users in a more relevant and non-intrusive way. Sponsored InMail, for example, enables sending direct messages to users' inboxes, while Dynamic Ads offer content personalization with information from each user's profile, creating a more targeted experience and increasing the conversion rate.

Another relevant point is the low competition on LinkedIn Ads compared to other online advertising platforms, which can result in lower costs per click (CPC) and per thousand impressions (CPM) for companies, providing flexibility in investments according to campaign objectives. In the high-ticket sales scenario, where the product or service price is significantly high and the sales cycle is more complex, generating qualified leads is essential to drive company growth.

LinkedIn Ads stands out as a strategic tool to achieve this goal, offering the unique combination of precise targeting, customized ad formats, and a highly qualified audience. By leveraging the potential of this strategy, corporations can not only generate the ideal leads but also establish connections, strengthen the brand, and sustainably boost sales.

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