{"id":16497,"date":"2021-11-30T16:59:45","date_gmt":"2021-11-30T16:59:45","guid":{"rendered":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media-2\/"},"modified":"2024-07-18T19:03:33","modified_gmt":"2024-07-18T19:03:33","slug":"retail-media","status":"publish","type":"glossary","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/","title":{"rendered":"Retail Media"},"featured_media":0,"template":"","class_list":{"0":"post-16497","1":"glossary","2":"type-glossary","3":"status-publish","5":"alphabet-r","6":"criteo-solution-retail-media","7":"criteo-platform-commerce-max","8":"criteo-topic-commerce-media"},"acf":{"stae_popup_enable":false,"abbr":"","term_description":"<p>Discipline qui comprend l\u2019achat et la vente de publicit\u00e9 sur les sites web et les applications des retailers. Le format d\u2019annonce le plus courant est l\u2019annonce de produit sponsoris\u00e9, g\u00e9n\u00e9ralement affich\u00e9e sur les r\u00e9sultats de recherche, les cat\u00e9gories et\/ou les pages de d\u00e9tail des produits.<\/p>\n","has_its_own_page":true,"body_blocks":[{"acf_fc_layout":"text_block","text":"<h4><strong>Qu\u2019est-ce que le retail\u00a0media\u00a0?<\/strong><\/h4>\n<p>Le retail media d\u00e9signe les annonces publicitaires diffus\u00e9es par une marque sur le site ou l\u2019application de vente en ligne d\u2019un retailer, afin d\u2019influencer le client au moment de l\u2019achat.<\/p>\n<p>\u00c0 l\u2019instar d\u2019une t\u00eate de gondole ou d\u2019une publicit\u00e9 sp\u00e9ciale install\u00e9e dans les rayons d\u2019un magasin, le retail media permet aux marques d\u2019accro\u00eetre leur visibilit\u00e9 en \u00ab\u00a0rayon num\u00e9rique\u00a0\u00bb.<\/p>\n<h4><strong>\u00c0 quoi ressemblent les annonces retail media et o\u00f9 apparaissent-elles\u00a0?<\/strong><\/h4>\n<p>Une annonce retail media peut \u00eatre native ou\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/display-advertising\/\"><strong>display<\/strong><\/a>. Dans le premier cas, l\u2019annonce s\u2019int\u00e8gre parfaitement aux r\u00e9sultats de recherche (c\u2019est-\u00e0-dire qu\u2019elle ressemble aux autres \u00e9l\u00e9ments de la liste), mais elle comporte, en petits caract\u00e8res, la mention \u00ab\u00a0sponsoris\u00e9\u00a0\u00bb en haut ou en bas de l\u2019annonce. Une annonce display sort davantage du lot. Elle associe le message de la marque \u00e0 des fonctionnalit\u00e9s dynamiques et sp\u00e9cifiques \u00e0 la vente retail, comme la tarification en temps r\u00e9el.<\/p>\n<p>Les annonces retail media peuvent \u00eatre diffus\u00e9es sur la page d\u2019accueil d\u2019un site ou d\u2019une application, dans la page des cat\u00e9gories, celle des r\u00e9sultats de recherche ou encore des descriptifs produits, l\u2019objectif \u00e9tant de toucher les consommateurs \u00e0 diff\u00e9rentes \u00e9tapes de leur parcours. Certaines solutions retail media permettent \u00e9galement aux marques de recibler les audiences retail lorsqu\u2019elles naviguent sur l\u2019internet ouvert.<\/p>\n<p>Exemple d\u2019annonce native int\u00e9gr\u00e9e aux r\u00e9sultats de recherche\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16324,"id":16324,"title":"Screen-Shot-2021-02-22-at-3.15.41-PM","filename":"Screen-Shot-2021-02-22-at-3.15.41-PM.png","filesize":68577,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-15-41-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-15-41-pm","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:03","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":1233,"height":617,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x150.png","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-768x384.png","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-1024x512.png","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","1536x1536-width":1233,"1536x1536-height":617,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","2048x2048-width":1233,"2048x2048-height":617,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-630x315.png","success-story-width":630,"success-story-height":315,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>Exemple d\u2019annonce display affich\u00e9e dans les r\u00e9sultats de recherche\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16325,"id":16325,"title":"Screen-Shot-2021-02-22-at-3.18.50-PM","filename":"Screen-Shot-2021-02-22-at-3.18.50-PM.png","filesize":71198,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-18-50-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-18-50-pm","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:05","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":1235,"height":615,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x149.png","medium-width":300,"medium-height":149,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-768x382.png","medium_large-width":640,"medium_large-height":318,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-1024x510.png","large-width":640,"large-height":319,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","1536x1536-width":1235,"1536x1536-height":615,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","2048x2048-width":1235,"2048x2048-height":615,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-630x314.png","success-story-width":630,"success-story-height":314,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>Exemple d\u2019annonce display affich\u00e9e sur la page d\u2019accueil\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16326,"id":16326,"title":"retail-media-display-ad-home-page","filename":"retail-media-display-ad-home-page.png","filesize":106615,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/retail-media-display-ad-home-page\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-display-ad-home-page","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:08","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":714,"height":447,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-300x188.png","medium-width":300,"medium-height":188,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","medium_large-width":640,"medium_large-height":401,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","large-width":640,"large-height":401,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","1536x1536-width":714,"1536x1536-height":447,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","2048x2048-width":714,"2048x2048-height":447,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-630x394.png","success-story-width":630,"success-story-height":394,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>Voici \u00e0 quoi ressemble une annonce retail media hors site. L\u2019objectif est de recibler un consommateur qui a parcouru le site du retailer, regard\u00e9 les produits (ici, des casseroles), puis est parti consulter la m\u00e9t\u00e9o\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16327,"id":16327,"title":"retail-media-ad-example-offsite","filename":"retail-media-ad-example-offsite.png","filesize":35535,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/retail-media-ad-example-offsite\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-ad-example-offsite","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:11","modified":"2022-01-11 17:09:17","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":756,"height":381,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-300x151.png","medium-width":300,"medium-height":151,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","medium_large-width":640,"medium_large-height":323,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","large-width":640,"large-height":323,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","1536x1536-width":756,"1536x1536-height":381,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","2048x2048-width":756,"2048x2048-height":381,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-630x318.png","success-story-width":630,"success-story-height":318,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<h4><strong>Qu\u2019est-ce que l\u2019\u00e9cosyst\u00e8me retail media\u00a0?<\/strong><\/h4>\n<p>Comme dans la nature, o\u00f9 plusieurs organismes doivent interagir en symbiose pour pr\u00e9server l\u2019\u00e9quilibre de l\u2019\u00e9cosyst\u00e8me, le succ\u00e8s du retail media repose sur une collaboration entre ses participants. Cet \u00e9cosyst\u00e8me est compos\u00e9 des acteurs suivants :<\/p>\n<p><strong>Marques<\/strong>\u00a0: c\u00f4t\u00e9 demande de l\u2019\u00e9cosyst\u00e8me.\u00a0Par exemple, P&amp;G, Levis, Honest Company, L&rsquo;Or\u00e9al, Estee Lauder&#8230;<\/p>\n<p><strong>Retailers\u00a0:\u00a0<\/strong>c\u00f4t\u00e9 offre de l\u2019\u00e9cosyst\u00e8me. Il peut s\u2019agir de retailers tels que Target, CDiscount, Auchan, Costco ou encore Carrefour.<\/p>\n<p><strong>Agences<\/strong> : autres acteurs cl\u00e9s du c\u00f4t\u00e9 de la demande, les agences agissent en tant qu\u2019interm\u00e9diaires pour leurs marques clientes. Citons \u00e0 titre d\u2019exemple Wavemaker, Publicis, Group M&#8230;<\/p>\n<p><strong>Consommateurs\u00a0:<\/strong>\u00a0ils sont au c\u0153ur du sujet. Leurs attentes en mati\u00e8re de personnalisation de l\u2019exp\u00e9rience fa\u00e7onnent la technologie et les offres retail media. Les retailers et les marques travaillent ensemble pour s\u2019assurer de la pertinence des publicit\u00e9s et pr\u00e9server une exp\u00e9rience d\u2019achat r\u00e9ussie.<\/p>\n<h4><strong>Quels sont les atouts du retail media\u00a0?<\/strong><\/h4>\n<p>Chaque acteur de l\u2019\u00e9cosyst\u00e8me tire des avantages diff\u00e9rents du retail media\u00a0:<\/p>\n<p>Atouts pour les\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/products\/retail-media-for-brands\/\"><strong>marques\/agences<\/strong><\/a>\u00a0:<\/p>\n<ul>\n<li>Les shoppers sont touch\u00e9s directement sur le point de vente num\u00e9rique, gr\u00e2ce \u00e0 des campagnes quantifiables, qui peuvent \u00eatre reli\u00e9es aux ventes en ligne et hors ligne au niveau de l\u2019UGS.<\/li>\n<li>Les produits gagnent en visibilit\u00e9 dans les rayons num\u00e9riques, la marque pr\u00e9serve sa valeur.<\/li>\n<li>Les campagnes reposent sur les <a href=\"https:\/\/www.criteo.com\/fr\/blog\/retail-media-les-donnees-first-party-parees-pour-la-publicite-de-demain\/\"><strong>donn\u00e9es first-party du retailer<\/strong><\/a>,\u00a0qui ne d\u00e9pendent pas de cookies tiers.<\/li>\n<li>Les campagnes sont diffus\u00e9es\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/blog\/les-sites-des-retailers-nouveaux-canaux-publicitaires-de-confiance\/\"><strong>dans des environnements s\u00fbrs pour les marques<\/strong><\/a>.<\/li>\n<li>Gr\u00e2ce \u00e0 une retail media platform comme celle de Criteo, les agences rationalisent le processus d\u2019achat de m\u00e9dias : l\u2019achat des publicit\u00e9s et la gestion des campagnes aupr\u00e8s de plusieurs retailers sont centralis\u00e9s au m\u00eame endroit.<\/li>\n<\/ul>\n<p>Atouts pour les\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/products\/retail-media-for-retailers\/\"><strong>retailers<\/strong><\/a>\u00a0:<\/p>\n<ul>\n<li>Le retail media constitue une nouvelle source de revenus en proposant des formats publicitaires d\u2019inventaire nouveaux et uniques qui vont au-del\u00e0 des besoins du marketing d\u2019achat.<\/li>\n<li>La vente d\u2019espace s\u2019effectue directement aupr\u00e8s des marques\u00a0: le retailer ma\u00eetrise pleinement l\u2019acc\u00e8s aux stocks et aux donn\u00e9es.<\/li>\n<li>Le retailer garde le contr\u00f4le pour s\u2019assurer que les publicit\u00e9s maintiennent une exp\u00e9rience d\u2019achat positive.<\/li>\n<\/ul>\n<h4><strong>La plateforme Retail Media de Criteo<\/strong><\/h4>\n<p>Notre technologie vise \u00e0 renforcer la collaboration entre retailers et marques. Son objectif\u00a0: booster les ventes et cr\u00e9er de la valeur pour tous. Vous \u00eates un retailer et vous souhaitez multiplier vos revenus publicitaires\u00a0? Ou une marque souhaitant accro\u00eetre la visibilit\u00e9 de vos produits et vos ventes\u00a0? Notre\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/solutions\/retail-media-platform\/\"><strong>Retail Media Platform<\/strong><\/a>\u00a0dispose de tous les outils dont vous avez besoin pour r\u00e9ussir.<\/p>\n"}],"page_content":{"body_blocks":[{"acf_fc_layout":"text_block","text":"<h4><strong>Qu\u2019est-ce que le retail\u00a0media\u00a0?<\/strong><\/h4>\n<p>Le retail media d\u00e9signe les annonces publicitaires diffus\u00e9es par une marque sur le site ou l\u2019application de vente en ligne d\u2019un retailer, afin d\u2019influencer le client au moment de l\u2019achat.<\/p>\n<p>\u00c0 l\u2019instar d\u2019une t\u00eate de gondole ou d\u2019une publicit\u00e9 sp\u00e9ciale install\u00e9e dans les rayons d\u2019un magasin, le retail media permet aux marques d\u2019accro\u00eetre leur visibilit\u00e9 en \u00ab\u00a0rayon num\u00e9rique\u00a0\u00bb.<\/p>\n<h4><strong>\u00c0 quoi ressemblent les annonces retail media et o\u00f9 apparaissent-elles\u00a0?<\/strong><\/h4>\n<p>Une annonce retail media peut \u00eatre native ou\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/display-advertising\/\"><strong>display<\/strong><\/a>. Dans le premier cas, l\u2019annonce s\u2019int\u00e8gre parfaitement aux r\u00e9sultats de recherche (c\u2019est-\u00e0-dire qu\u2019elle ressemble aux autres \u00e9l\u00e9ments de la liste), mais elle comporte, en petits caract\u00e8res, la mention \u00ab\u00a0sponsoris\u00e9\u00a0\u00bb en haut ou en bas de l\u2019annonce. Une annonce display sort davantage du lot. Elle associe le message de la marque \u00e0 des fonctionnalit\u00e9s dynamiques et sp\u00e9cifiques \u00e0 la vente retail, comme la tarification en temps r\u00e9el.<\/p>\n<p>Les annonces retail media peuvent \u00eatre diffus\u00e9es sur la page d\u2019accueil d\u2019un site ou d\u2019une application, dans la page des cat\u00e9gories, celle des r\u00e9sultats de recherche ou encore des descriptifs produits, l\u2019objectif \u00e9tant de toucher les consommateurs \u00e0 diff\u00e9rentes \u00e9tapes de leur parcours. Certaines solutions retail media permettent \u00e9galement aux marques de recibler les audiences retail lorsqu\u2019elles naviguent sur l\u2019internet ouvert.<\/p>\n<p>Exemple d\u2019annonce native int\u00e9gr\u00e9e aux r\u00e9sultats de recherche\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16324,"id":16324,"title":"Screen-Shot-2021-02-22-at-3.15.41-PM","filename":"Screen-Shot-2021-02-22-at-3.15.41-PM.png","filesize":68577,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-15-41-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-15-41-pm","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:03","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":1233,"height":617,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x150.png","medium-width":300,"medium-height":150,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-768x384.png","medium_large-width":640,"medium_large-height":320,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-1024x512.png","large-width":640,"large-height":320,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","1536x1536-width":1233,"1536x1536-height":617,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM.png","2048x2048-width":1233,"2048x2048-height":617,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-630x315.png","success-story-width":630,"success-story-height":315,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.15.41-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>Exemple d\u2019annonce display affich\u00e9e dans les r\u00e9sultats de recherche\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16325,"id":16325,"title":"Screen-Shot-2021-02-22-at-3.18.50-PM","filename":"Screen-Shot-2021-02-22-at-3.18.50-PM.png","filesize":71198,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/screen-shot-2021-02-22-at-3-18-50-pm\/","alt":"","author":"9","description":"","caption":"","name":"screen-shot-2021-02-22-at-3-18-50-pm","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:05","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":1235,"height":615,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x149.png","medium-width":300,"medium-height":149,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-768x382.png","medium_large-width":640,"medium_large-height":318,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-1024x510.png","large-width":640,"large-height":319,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","1536x1536-width":1235,"1536x1536-height":615,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM.png","2048x2048-width":1235,"2048x2048-height":615,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-630x314.png","success-story-width":630,"success-story-height":314,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/Screen-Shot-2021-02-22-at-3.18.50-PM-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p><strong>\u00a0<\/strong>Exemple d\u2019annonce display affich\u00e9e sur la page d\u2019accueil\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16326,"id":16326,"title":"retail-media-display-ad-home-page","filename":"retail-media-display-ad-home-page.png","filesize":106615,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/retail-media-display-ad-home-page\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-display-ad-home-page","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:08","modified":"2022-01-11 17:09:16","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":714,"height":447,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-300x188.png","medium-width":300,"medium-height":188,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","medium_large-width":640,"medium_large-height":401,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","large-width":640,"large-height":401,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","1536x1536-width":714,"1536x1536-height":447,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page.png","2048x2048-width":714,"2048x2048-height":447,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-630x394.png","success-story-width":630,"success-story-height":394,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-display-ad-home-page-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<p>Voici \u00e0 quoi ressemble une annonce retail media hors site. L\u2019objectif est de recibler un consommateur qui a parcouru le site du retailer, regard\u00e9 les produits (ici, des casseroles), puis est parti consulter la m\u00e9t\u00e9o\u00a0:<\/p>\n"},{"acf_fc_layout":"image_block","image":{"ID":16327,"id":16327,"title":"retail-media-ad-example-offsite","filename":"retail-media-ad-example-offsite.png","filesize":35535,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","link":"https:\/\/www.criteo.com\/fr\/digital-advertising-glossary\/retail-media\/retail-media-ad-example-offsite\/","alt":"","author":"9","description":"","caption":"","name":"retail-media-ad-example-offsite","status":"inherit","uploaded_to":16497,"date":"2021-11-11 21:42:11","modified":"2022-01-11 17:09:17","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":756,"height":381,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-300x151.png","medium-width":300,"medium-height":151,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","medium_large-width":640,"medium_large-height":323,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","large-width":640,"large-height":323,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","1536x1536-width":756,"1536x1536-height":381,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite.png","2048x2048-width":756,"2048x2048-height":381,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-630x318.png","success-story-width":630,"success-story-height":318,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2021\/11\/retail-media-ad-example-offsite-300x300.png","profile_300-width":300,"profile_300-height":300}}},{"acf_fc_layout":"text_block","text":"<h4><strong>Qu\u2019est-ce que l\u2019\u00e9cosyst\u00e8me retail media\u00a0?<\/strong><\/h4>\n<p>Comme dans la nature, o\u00f9 plusieurs organismes doivent interagir en symbiose pour pr\u00e9server l\u2019\u00e9quilibre de l\u2019\u00e9cosyst\u00e8me, le succ\u00e8s du retail media repose sur une collaboration entre ses participants. Cet \u00e9cosyst\u00e8me est compos\u00e9 des acteurs suivants :<\/p>\n<p><strong>Marques<\/strong>\u00a0: c\u00f4t\u00e9 demande de l\u2019\u00e9cosyst\u00e8me.\u00a0Par exemple, P&amp;G, Levis, Honest Company, L&rsquo;Or\u00e9al, Estee Lauder&#8230;<\/p>\n<p><strong>Retailers\u00a0:\u00a0<\/strong>c\u00f4t\u00e9 offre de l\u2019\u00e9cosyst\u00e8me. Il peut s\u2019agir de retailers tels que Target, CDiscount, Auchan, Costco ou encore Carrefour.<\/p>\n<p><strong>Agences<\/strong> : autres acteurs cl\u00e9s du c\u00f4t\u00e9 de la demande, les agences agissent en tant qu\u2019interm\u00e9diaires pour leurs marques clientes. Citons \u00e0 titre d\u2019exemple Wavemaker, Publicis, Group M&#8230;<\/p>\n<p><strong>Consommateurs\u00a0:<\/strong>\u00a0ils sont au c\u0153ur du sujet. Leurs attentes en mati\u00e8re de personnalisation de l\u2019exp\u00e9rience fa\u00e7onnent la technologie et les offres retail media. Les retailers et les marques travaillent ensemble pour s\u2019assurer de la pertinence des publicit\u00e9s et pr\u00e9server une exp\u00e9rience d\u2019achat r\u00e9ussie.<\/p>\n<h4><strong>Quels sont les atouts du retail media\u00a0?<\/strong><\/h4>\n<p>Chaque acteur de l\u2019\u00e9cosyst\u00e8me tire des avantages diff\u00e9rents du retail media\u00a0:<\/p>\n<p>Atouts pour les\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/products\/retail-media-for-brands\/\"><strong>marques\/agences<\/strong><\/a>\u00a0:<\/p>\n<ul>\n<li>Les shoppers sont touch\u00e9s directement sur le point de vente num\u00e9rique, gr\u00e2ce \u00e0 des campagnes quantifiables, qui peuvent \u00eatre reli\u00e9es aux ventes en ligne et hors ligne au niveau de l\u2019UGS.<\/li>\n<li>Les produits gagnent en visibilit\u00e9 dans les rayons num\u00e9riques, la marque pr\u00e9serve sa valeur.<\/li>\n<li>Les campagnes reposent sur les <a href=\"https:\/\/www.criteo.com\/fr\/blog\/retail-media-les-donnees-first-party-parees-pour-la-publicite-de-demain\/\"><strong>donn\u00e9es first-party du retailer<\/strong><\/a>,\u00a0qui ne d\u00e9pendent pas de cookies tiers.<\/li>\n<li>Les campagnes sont diffus\u00e9es\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/blog\/les-sites-des-retailers-nouveaux-canaux-publicitaires-de-confiance\/\"><strong>dans des environnements s\u00fbrs pour les marques<\/strong><\/a>.<\/li>\n<li>Gr\u00e2ce \u00e0 une retail media platform comme celle de Criteo, les agences rationalisent le processus d\u2019achat de m\u00e9dias : l\u2019achat des publicit\u00e9s et la gestion des campagnes aupr\u00e8s de plusieurs retailers sont centralis\u00e9s au m\u00eame endroit.<\/li>\n<\/ul>\n<p>Atouts pour les\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/products\/retail-media-for-retailers\/\"><strong>retailers<\/strong><\/a>\u00a0:<\/p>\n<ul>\n<li>Le retail media constitue une nouvelle source de revenus en proposant des formats publicitaires d\u2019inventaire nouveaux et uniques qui vont au-del\u00e0 des besoins du marketing d\u2019achat.<\/li>\n<li>La vente d\u2019espace s\u2019effectue directement aupr\u00e8s des marques\u00a0: le retailer ma\u00eetrise pleinement l\u2019acc\u00e8s aux stocks et aux donn\u00e9es.<\/li>\n<li>Le retailer garde le contr\u00f4le pour s\u2019assurer que les publicit\u00e9s maintiennent une exp\u00e9rience d\u2019achat positive.<\/li>\n<\/ul>\n<h4><strong>La plateforme Retail Media de Criteo<\/strong><\/h4>\n<p>Notre technologie vise \u00e0 renforcer la collaboration entre retailers et marques. Son objectif\u00a0: booster les ventes et cr\u00e9er de la valeur pour tous. Vous \u00eates un retailer et vous souhaitez multiplier vos revenus publicitaires\u00a0? Ou une marque souhaitant accro\u00eetre la visibilit\u00e9 de vos produits et vos ventes\u00a0? Notre\u00a0<a href=\"https:\/\/www.criteo.com\/fr\/solutions\/retail-media-platform\/\"><strong>Retail Media Platform<\/strong><\/a>\u00a0dispose de tous les outils dont vous avez besoin pour r\u00e9ussir.<\/p>\n"}]},"anchor":"retail-media"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retail Media | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Discipline qui comprend l\u2019achat et la vente de publicit\u00e9 sur les sites web et les applications des retailers. 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