{"id":69668,"date":"2022-06-14T08:30:16","date_gmt":"2022-06-14T06:30:16","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=69668"},"modified":"2022-06-15T08:54:02","modified_gmt":"2022-06-15T06:54:02","slug":"publicite-en-ligne","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/06\/14\/publicite-en-ligne\/","title":{"rendered":"Publicit\u00e9 en ligne : 40% de l’inventaire num\u00e9rique d\u00e9j\u00e0 sans cookies"},"content":{"rendered":"

Avec le retrait\u00a0annonc\u00e9\u00a0des cookies tiers, le secteur de la publicit\u00e9 en ligne est aux prises avec l’impr\u00e9visibilit\u00e9. Cette incertitude est le r\u00e9sultat d’une combinaison de facteurs juridiques, techniques et m\u00eame politiques.\u00a0Cela fait qu’il est tr\u00e8s difficile pour quiconque de pr\u00e9dire l’avenir. Pourtant, ce n’est pas seulement un vieux monde qui se meurt sous nos yeux, mais la naissance d’un nouveau, plus respectueux. Qu’est-ce qui attend les responsables du marketing et les acteurs de l’Adtech en Europe ? Pour le savoir, j’ai demand\u00e9 \u00e0 Katja Henneveld, responsable pour le Benelux et la France de l’Adtech danoise Adform, de faire la lumi\u00e8re sur ce sujet pour nos lecteurs.<\/i><\/span><\/p>\n

Avenir de la publicit\u00e9 en ligne : 40% de l’inventaire num\u00e9rique d\u00e9j\u00e0 sans cookies<\/h2>\n
\"Publicit\u00e9
Katja Henneveld d’Adform pr\u00e9dit la naissance d’un nouveau monde de la publicit\u00e9 digitale<\/figcaption><\/figure>\n
\n

Transparence : Ce podcast est r\u00e9alis\u00e9 en partenariat avec \u00c9cran mobile<\/a>\u00a0pour le compte de Adform<\/a>, fournisseur de solutions pour la publicit\u00e9 digitale. Nous avons r\u00e9dig\u00e9 ce\u00a0<\/i>billet<\/i><\/span><\/span>\u00a0avec notre\u00a0<\/i>objectif\u00a0<\/i>habituel<\/i><\/span> d’ind\u00e9pendance et <\/i>d’authenticit\u00e9.<\/i><\/span><\/span><\/p>\n

\n

Comme le dit Katja Henneveld, \u00ab\u00a0il y a beaucoup de confusion en ce moment\u00a0\u00bb dans le monde de l’Adtech ; et tout cela ne facilite pas la vie des annonceurs. \u00ab\u00a0Ils sont d\u00e9concert\u00e9s et se demandent : \u00ab\u00a0Dois-je agir maintenant ou attendre que Google propose quelque chose de nouveau ?\u00a0\u00bb. <\/span><\/p>\n

<\/p>\n

\"publicit\u00e9
Katja Henneveld<\/figcaption><\/figure>\n

Impr\u00e9visibilit\u00e9 technique<\/span><\/p>\n

De nombreux navigateurs ont abandonn\u00e9 les cookies<\/a> tiers il y a des ann\u00e9es et ils continuent \u00e0 ajouter des <\/span>dispositifs anti-tracking<\/a><\/span><\/span> \u00e0 leurs logiciels. <\/span><\/p>\n

Chrome a \u00e9galement annonc\u00e9 la <\/span>fin des cookies pour 2023<\/a><\/span><\/span>. Ce n’est pas une grande surprise pour Katja, mais cela reste un d\u00e9fi pour ce secteur, nous a-t-elle dit.<\/span><\/p>\n

\n

\u00a0<\/span>En France, c’est d\u00e9j\u00e0 40 % de l’inventaire num\u00e9rique qui est sans cookies<\/p>\n<\/blockquote>\n

\u00ab\u00a0Comment allons-nous continuer \u00e0 faire tourner la publicit\u00e9 programmatique \u00e0 laquelle ce secteur s\u2019est tellement habitu\u00e9 ?\u00a0\u00bb a-t-elle poursuivi. \u00ab\u00a0Nous avions l’habitude de compter sur des cookies tiers pour le ciblage, le \u00ab\u00a0retargeting\u00a0\u00bb, pour le capping, etc.\u00a0\u00bb<\/p>\n

\u00a0<\/span>Impr\u00e9visibilit\u00e9 juridique<\/span><\/p>\n

\u00a0<\/span>Nous nous trouvons actuellement dans une zone un peu grise, o\u00f9 les donn\u00e9es devraient \u00eatre prot\u00e9g\u00e9es mais sont quand m\u00eame utilis\u00e9es. Les acteurs du secteur attendent un accord entre les \u00c9tats-Unis et l’Europe, mais il y a beaucoup d’impr\u00e9visibilit\u00e9 juridique.<\/p>\n

\u00a0<\/span>Et \u00ab\u00a0en attendant, les sp\u00e9cialistes du marketing doivent s’accommoder de cette situation\u00a0\u00bb, ajoute Katja.<\/p>\n

\u00a0<\/span>Une nouvelle \u00e8re du marketing de la permission<\/span><\/h3>\n
\n

\u00a0<\/span>Les cookies tiers sont condamn\u00e9s \u00e0 mourir, c’est une question de temps<\/p>\n<\/blockquote>\n

\u00a0<\/span>\u00ab\u00a0L’abandon des \u201cthird-party IDs\u201d rendront le pouvoir aux consommateurs\u00a0\u00bb, a d\u00e9clar\u00e9 Katja, \u00ab\u00a0C’est donc une nouvelle positive m\u00eame si la disparition des cookies tiers fait encore parler dans notre profession \u00bb.<\/p>\n

\u00a0<\/span>\u00ab\u00a0C’est un avenir sans cookies tiers, c’est s\u00fbr, mais c’est quand m\u00eame tr\u00e8s positif. Beaucoup de choses que vous pouviez faire gr\u00e2ce aux cookies tiers, vous pourrez les faire gr\u00e2ce \u00e0 ces identifiants \u201cfirst-party IDs<\/a>\u201d pr\u00e9cise Katja.<\/p>\n

\u00ab\u00a0Google pourrait \u00e9galement proposer quelque chose de nouveau l’ann\u00e9e prochaine, m\u00eame si rien ne le laisse pr\u00e9sager pour l’instant \u00bb, ajoute Katja.<\/p>\n

Un point de bascule pour l’industrie<\/span><\/h3>\n

\u00a0<\/span><\/b>\u00ab\u00a0La publicit\u00e9 programmatique a mauvaise presse depuis plusieurs ann\u00e9es en raison de probl\u00e8mes li\u00e9s \u00e0 la confidentialit\u00e9 des donn\u00e9es, au RGPD et au manque de transparence. Je pense que c’est un point de bascule pour notre industrie, il y a de l’espoir que, finalement, nous allons s\u00e9parer le bon grain de l’ivraie\u00a0\u00bb, a conclu Katja.<\/p>\n

\u00c0 propos d’Adform<\/span><\/h4>\n

Adform est une soci\u00e9t\u00e9 europ\u00e9enne d’Adtech bas\u00e9e au Danemark qui a \u00e9t\u00e9 fond\u00e9e il y a 20 ans. Depuis sa cr\u00e9ation, \u00ab\u00a0Adform a d\u00e9velopp\u00e9 une technologie visant \u00e0 am\u00e9liorer la collaboration homme\/machine et \u00e0 fournir une intelligence augment\u00e9e ;\u00a0ceci dans le but d’am\u00e9liorer les r\u00e9sultats de ses clients dans plus de 25 pays \u00e0 travers le monde\u00a0\u00bb. La soci\u00e9t\u00e9 affirme avoir construit \u00ab\u00a0la plateforme technologique publicitaire la plus ouverte et la plus transparente du march\u00e9\u00a0\u00bb. <\/i><\/span>En savoir plus sur Adform<\/a><\/p>\n

https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-06-13-FR-cookieless-world-adform-mixdown.mp3<\/a><\/audio><\/div><\/div>

Podcast: Play in new window<\/a> | Download<\/a> (Duration: 25:09 — 12.9MB)<\/p>

Subscribe: Apple Podcasts<\/a> | Spotify<\/a> | Android<\/a> | RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Avec le retrait\u00a0annonc\u00e9\u00a0des cookies tiers, le secteur de la publicit\u00e9 en ligne est aux prises avec l’impr\u00e9visibilit\u00e9. Cette incertitude est le r\u00e9sultat d’une combinaison de facteurs juridiques, techniques et m\u00eame politiques.\u00a0Cela fait qu’il est tr\u00e8s difficile pour quiconque de pr\u00e9dire l’avenir. Pourtant, ce n’est pas seulement un vieux monde qui se meurt sous nos yeux, …<\/p>\n","protected":false},"author":2,"featured_media":69685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-69668","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nPublicit\u00e9 en ligne : 40% de l'inventaire num\u00e9rique d\u00e9j\u00e0 sans cookies<\/title>\n<meta name=\"description\" content=\"Avec le retrait prochain des cookies tiers, la publicit\u00e9 en ligne est plong\u00e9e dans le flou. 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