{"id":17639,"date":"2022-08-12T10:38:38","date_gmt":"2022-08-12T10:38:38","guid":{"rendered":"https:\/\/www.criteo.com\/fr\/?page_id=17639"},"modified":"2024-07-30T19:13:36","modified_gmt":"2024-07-30T19:13:36","slug":"ultimate-guide-commerce-media","status":"publish","type":"page","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/","title":{"rendered":"The Ultimate Guide to Commerce Media"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":18,"featured_media":17640,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/ugcm.php","meta":{"_acf_changed":false,"footnotes":""},"coauthors":[564],"class_list":["post-17639","page","type-page","status-publish","has-post-thumbnail"],"acf":{"stae_popup_enable":false,"track_page_in_segment":false,"segment_page_name":"","header_video_poster":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ugcm-header-bg.jpeg","header_video_file":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Main_header_FR-1.mp4","intro":"<h3>La n\u00e9cessit\u00e9 est m\u00e8re de l\u2019invention.<\/h3>\n<p>De tout temps, les grandes id\u00e9es sont n\u00e9es pour r\u00e9pondre \u00e0 des imp\u00e9ratifs : r\u00e9parer ce qui ne fonctionne pas, innover pour combler une demande jusque-l\u00e0 insatisfaite.<\/p>\n<p>\u00c0 l\u2019origine du commerce media, nous retrouvons un besoin similaire.<\/p>\n<p>En effet, face aux exigences de confidentialit\u00e9 des consommateurs, le secteur de la publicit\u00e9 digitale se transforme, repla\u00e7ant les shoppers au c\u0153ur de l\u2019\u00e9cosyst\u00e8me publicitaire. Or, ce changement ne s\u2019op\u00e8re pas sans difficult\u00e9s, et pose pour l\u2019heure plus de questions qu\u2019il n\u2019apporte de r\u00e9ponses. Face aux nombreux d\u00e9bats qui accompagnent l\u2019\u00e9volution vers une publicit\u00e9 adressable et responsable, le commerce media s\u2019impose comme une \u00e9vidence.<\/p>\n<p>Car avec cette solution, tout le monde y gagne : pour les sp\u00e9cialistes du marketing comme pour les \u00e9diteurs, c\u2019est un moyen simple et rapide de g\u00e9n\u00e9rer de la croissance gr\u00e2ce \u00e0 la publicit\u00e9.<\/p>\n<p>L\u2019exp\u00e9rience client est enrichie gr\u00e2ce \u00e0 des publicit\u00e9s r\u00e9ellement pertinentes, adapt\u00e9es aux profils de shoppers.<\/p>\n<p>Enfin, le commerce media d\u00e9veloppe l\u2019internet ouvert, qui reste le terrain de la d\u00e9couverte, de l\u2019innovation et du choix.<\/p>\n<p>En un mot, cette solution s\u2019annonce comme une r\u00e9volution imminente. Ce qui implique de s\u2019y pr\u00e9parer d\u00e8s aujourd\u2019hui. Dans ce guide, d\u00e9couvrez en quoi consiste exactement le commerce media, les raisons de son succ\u00e8s et comment il r\u00e9pond aux imp\u00e9ratifs les plus urgents du secteur.<\/p>\n","sections":[{"section_title":"Qu\u2019est-ce que le commerce media ?","section_anchor":"what-is-commerce-media","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header-1-FRENCH@2x-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header_1_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p><strong>D\u00e9finition <\/strong>: le commerce media s\u2019appuie sur les donn\u00e9es transactionnelles pour proposer de meilleures exp\u00e9riences aux clients et interagir avec les audiences tout au long du parcours d\u2019achat, sur les sites des retailers et des \u00e9diteurs. Cette solution s\u2019adresse aussi bien aux annonceurs retail que non retail (services de livraison de repas, secteur du tourisme, etc.). Elle permet de faire directement le lien entre les r\u00e9sultats obtenus et les d\u00e9penses publicitaires.<\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Pour sch\u00e9matiser, le commerce media met en lien marketers et \u00e9diteurs. Il met \u00e0 leur disposition des donn\u00e9es first party, qui leur permettent d\u2019enrichir l\u2019exp\u00e9rience client, tout en quantifiant leurs retomb\u00e9es gr\u00e2ce \u00e0 des indicateurs en boucle ferm\u00e9e.<\/p>\n<p>D\u2019une certaine mani\u00e8re, le commerce media est l\u2019alliance de la publicit\u00e9 programmatique et du retail media. En outre, il fait de la place aux entreprises non retail sur l\u2019internet ouvert, l\u00e0 o\u00f9 les marketers et les \u00e9diteurs sont aux commandes.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":false,"media_type":"image","single_image":{"ID":17615,"id":17615,"title":"ch1-a","filename":"ch1-a.png","filesize":28350,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch1-a\/","alt":"","author":"18","description":"","caption":"","name":"ch1-a","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:34","modified":"2022-08-12 11:15:29","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-a-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"4rwpabnq9c","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 1","subtitle":"Solution ax\u00e9e sur les donn\u00e9es first party","description":"<p>Donne acc\u00e8s \u00e0 un vaste \u00e9ventail de donn\u00e9es first party aux multiples applications.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 2","subtitle":"Un syst\u00e8me ouvert ","description":"<p>Mise en relation des sp\u00e9cialistes du marketing et des \u00e9diteurs sur l\u2019internet ouvert, un terrain fertile pour la d\u00e9couverte, l\u2019innovation et le choix, o\u00f9 r\u00e8gnent le contr\u00f4le et la transparence.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 3","subtitle":"Une approche intelligente ","description":"<p>Exploitation \u00e0 grande \u00e9chelle de donn\u00e9es transactionnelles (d\u2019achat et d\u2019intention) gr\u00e2ce \u00e0 l\u2019intelligence artificielle (IA) d\u00e9velopp\u00e9e \u00e0 des fins commerciales pour :<\/p>\n<ul>\n<li>mieux cerner les audiences gr\u00e2ce aux insights\u00a0;<\/li>\n<li>am\u00e9liorer le ciblage en ligne\u00a0;<\/li>\n<li>diffuser des exp\u00e9riences pertinentes\u00a0;<\/li>\n<li>relier activit\u00e9 en ligne et r\u00e9sultats physiques et en ligne.<\/li>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 4","subtitle":"Full-funnel ","description":"<p>Engagement des audiences tout au long du parcours d\u2019achat, de la d\u00e9couverte \u00e0 la conversion en passant par la consid\u00e9ration, l\u2019acquisition et la r\u00e9tention, avec des r\u00e9sultats quantifiables \u00e0 chaque \u00e9tape.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 5","subtitle":"Pour les \u00e9diteurs aussi ","description":"<p>Enrichit les ensembles de donn\u00e9es first party des \u00e9diteurs et leur inventaire, pour les mettre au service des annonceurs.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 6","subtitle":"Priorit\u00e9 aux audiences ","description":"<p>Exit l\u2019approche canal par canal, les marketeurs d\u00e9ploient des strat\u00e9gies publicitaires ax\u00e9es sur des audiences de forte valeur, sur tous les canaux, appareils et formats.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 7","subtitle":"Gain de pertinence ","description":"<p>Les donn\u00e9es \u00e0 grande \u00e9chelle et l\u2019IA affinent la pertinence des publicit\u00e9s pour am\u00e9liorer l\u2019exp\u00e9rience utilisateur et gagner en performance.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 8","subtitle":"R\u00e9sultats quantifiables ","description":"<p>Mesure de l\u2019ensemble des r\u00e9sultats de la strat\u00e9gie digitale et lien entre les diff\u00e9rentes campagnes (y compris au niveau des objectifs de notori\u00e9t\u00e9 et de consid\u00e9ration), pour simplifier les KPI en ligne et en magasin (ventes, prospects, visites\u2026).<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"POINT CL\u00c9 N\u00b0 9","subtitle":"Adressable ","description":"<p>Marketers et \u00e9diteurs peuvent faire correspondre leurs donn\u00e9es first party pour d\u00e9velopper, faire \u00e9voluer et exploiter des audiences adressables.<\/p>\n"}]},{"acf_fc_layout":"subtitle_with_menu_anchor","subtitle":"Donn\u00e9es transactionnelles : de quoi s\u2019agit-il ?","anchor_id":"what-is-commerce-data","menu_item_label":"Donn\u00e9es transactionnelles : de quoi s\u2019agit-il ?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Les donn\u00e9es transactionnelles sont un ensemble de donn\u00e9es concernant les achats et les intentions d\u2019achat. Elles offrent un aper\u00e7u des comportements des consommateurs et de leurs parcours, pour affiner les r\u00e9sultats d\u2019une campagne. La liste de ces donn\u00e9es est longue (et non exhaustive)\u00a0:<\/p>\n<ul>\n<li>vues de pages et de produits\u00a0;<\/li>\n<li>articles ajout\u00e9s au panier\u00a0;<\/li>\n<li>produits achet\u00e9s (en ligne et hors ligne)\u00a0;<\/li>\n<li>clics sur annonce\u00a0;<\/li>\n<li>donn\u00e9es contextuelles provenant d\u2019\u00e9diteurs (URL, cat\u00e9gories contextuelles, mots-cl\u00e9s, etc.)\u00a0;<\/li>\n<li>informations produits (cat\u00e9gories, SKU, prix et descriptions)\u00a0;<\/li>\n<li>identifiants (adresses e-mail et num\u00e9ros de t\u00e9l\u00e9phone hach\u00e9s, ID de visiteurs, dont les ID al\u00e9atoires stock\u00e9s dans les cookies tiers).<\/li>\n<\/ul>\n"},{"acf_fc_layout":"key_points","points":[{"title":"Quand grand rime avec excellent","description":"Plus les donn\u00e9es transactionnelles sont nombreuses, plus les insights se multiplient.  "},{"title":"Le first party, un must","description":"\u00c0 terme, les donn\u00e9es transactionnelles bas\u00e9es sur les donn\u00e9es first party joueront un r\u00f4le essentiel pour assurer l\u2019adressabilit\u00e9 et la personnalisation des exp\u00e9riences."}]}]},{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Quels sont les avantages des donn\u00e9es transactionnelles pour les marketers\u00a0?<\/h4>\n<p>Chaque marketer et \u00e9diteur dispose d\u00e9j\u00e0 de donn\u00e9es transactionnelles issues des interactions survenues au sein de leurs propres catalogues (produits que les internautes ont consult\u00e9s, achet\u00e9s, etc.). Ce n\u2019est pas tout ! En effet, plus l\u2019ensemble de donn\u00e9es transactionnelles est riche, plus la vue d\u2019ensemble qui s\u2019en d\u00e9gage est vaste et pr\u00e9cise, et permet d\u2019identifier les autres recherches des shoppers, en ligne et hors ligne.<\/p>\n<p>Gr\u00e2ce aux donn\u00e9es transactionnelles, combin\u00e9es \u00e0 l\u2019IA, <strong>la publicit\u00e9 gagne en performance et en efficacit\u00e9<\/strong>. Cet outil pr\u00e9cieux multiplie les atouts pour les sp\u00e9cialistes du marketing\u00a0:<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":true,"media_type":"image","single_image":{"ID":17616,"id":17616,"title":"ch1-b","filename":"ch1-b.png","filesize":8006,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch1-b\/","alt":"","author":"18","description":"","caption":"","name":"ch1-b","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:37","modified":"2022-08-12 10:55:22","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch1-b-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"hh3sfgea5b","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Exemple ","subtitle":"Vue d\u2019ensemble des audiences, impossible \u00e0 obtenir uniquement \u00e0 partir des donn\u00e9es d\u2019un seul marketer. 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10:55:23","menu_order":0,"mime_type":"image\/gif","type":"image","subtype":"gif","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":304,"height":604,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-150x150.gif","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-151x300.gif","medium-width":151,"medium-height":300,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead.gif","medium_large-width":304,"medium_large-height":604,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead.gif","large-width":304,"large-height":604,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead.gif","1536x1536-width":304,"1536x1536-height":604,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead.gif","2048x2048-width":304,"2048x2048-height":604,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead.gif","success-story-width":304,"success-story-height":604,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-24x24.gif","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-48x48.gif","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-96x96.gif","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-150x150.gif","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/offthegrid_lead-300x300.gif","profile_300-width":300,"profile_300-height":300}},"description":"Miser sur des programmes de fid\u00e9lit\u00e9 et des tactiques d\u2019engagement \u00e0 long terme pour convertir les audiences"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4><i>Retail media<\/i><\/h4>\n<p><em>Cibler les internautes ayant consult\u00e9 des bagages sur des sites de retail, en leur proposant des publicit\u00e9s de valises pour leur voyage en Am\u00e9rique<\/em><\/p>\n<h4><em>Indicateurs de performance<\/em><\/h4>\n<p><em>Attribuer les r\u00e9servations directement aux d\u00e9penses publicitaires<\/em><\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Le commerce n\u2019a pas lieu qu\u2019en ligne.<\/h4>\n<p>Notre enqu\u00eate Shopper\u00a0Story montre que les magasins sont toujours aussi attractifs aujourd\u2019hui qu\u2019en 2019\u00a0: pr\u00e8s de six\u00a0clients sur dix y font leurs achats lorsqu\u2019ils ont le temps<sup>2<\/sup>. En outre, les op\u00e9rations commenc\u00e9es en ligne peuvent tr\u00e8s bien se poursuivre en magasin, et vice-versa. De plus en plus, ces deux\u00a0exp\u00e9riences ont lieu simultan\u00e9ment. D\u2019ailleurs, selon notre enqu\u00eate, lorsqu\u2019ils se trouvent en magasin, plus de la moiti\u00e9 des clients ach\u00e8tent des produits du m\u00eame retailer ou d\u2019un concurrent sur leur t\u00e9l\u00e9phone<sup>3<\/sup>. Le commerce media donne la priorit\u00e9 \u00e0 l\u2019audience\u00a0: il facilite un parcours omnicanal optimal et relie les d\u00e9penses publicitaires aux r\u00e9sultats qu\u2019elles g\u00e9n\u00e8rent, que ce soit en ligne ou en magasin.<\/p>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"numbers_block","title":"Ce qui a chang\u00e9, c\u2019est la fr\u00e9quence \u00e0 laquelle les achats en ligne sont effectu\u00e9s en magasin :","intro_column":[{"uppercase_label":"CLIQUER & SE FAIRE LIVRER","number":"51\u00a0%","description":"des shoppers ach\u00e8tent sur leur t\u00e9l\u00e9phone alors m\u00eame qu\u2019ils se trouvent dans le magasin du distributeur en question \u2014 contre 38\u00a0%  en 2019."},{"uppercase_label":"SCANNER & S\u2019\u00c9CLIPSER","number":"58\u00a0%","description":"ach\u00e8tent sur leur t\u00e9l\u00e9phone alors qu\u2019ils se trouvent dans le magasin d\u2019un distributeur \u2014 contre 42\u00a0%  en 2019 (soit 1,4 fois de plus)."}],"body_subtitle":"Conclusion ?","description":"Pour la plupart des consommateurs, les magasins restent un \u00e9l\u00e9ment cl\u00e9 du processus de r\u00e9flexion. Mais la concurrence s\u2019intensifie autour du canal qui sera choisi au final pour conclure l\u2019achat."},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Le commerce media d\u00e9ploie son inventaire chez les \u00e9diteurs de tout l\u2019internet ouvert, en plus des retailers et des sites marchands.<\/h4>\n<p>Pour tous les types d\u2019entreprises, cette pr\u00e9sence est synonyme d\u2019opportunit\u00e9s d\u2019acquisition et de r\u00e9tention en tout genre. Par exemple, il est possible de toucher de nouveaux clients gr\u00e2ce \u00e0 des <a href=\"https:\/\/www.criteo.com\/fr\/solutions\/video-advertising\/\">publicit\u00e9s vid\u00e9o<\/a> l\u00e0 o\u00f9 ils consomment leur contenu, de leur proposer des <a href=\"https:\/\/www.criteo.com\/fr\/solutions\/contextual-advertising\/\">publicit\u00e9s contextuelles<\/a> lorsqu\u2019ils lisent un article en lien avec l\u2019annonce, de les recibler apr\u00e8s leur passage sur votre site ou celui d\u2019un retailer partenaire, mais aussi de les r\u00e9engager apr\u00e8s les avoir convertis en clients.<\/p>\n<p>&nbsp;<\/p>\n"},{"acf_fc_layout":"subtitle_with_menu_anchor","subtitle":"Commerce media, retail media, performance marketing et brand marketing : quelles diff\u00e9rences ?","anchor_id":"commerce-online","menu_item_label":"Quelles diff\u00e9rences ?"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Comme toute nouvelle cat\u00e9gorie, le terme \u00ab\u00a0commerce media\u00a0\u00bb pr\u00eate souvent \u00e0 confusion. Pour certains, c\u2019est un synonyme du retail media. Pour d\u2019autres, c\u2019est une nouvelle \u00e9volution du retail media. D\u2019autres encore estiment qu\u2019il s\u2019agit de performance marketing, mais sous un autre nom. Tirons les choses au clair.<\/p>\n<p>Le commerce media reprend le mod\u00e8le du retail media pour l\u2019\u00e9toffer. Il englobe un large r\u00e9seau d\u2019\u00e9diteurs sur tout l\u2019Internet ouvert, en plus des retailers. De plus, il permet aux annonceurs non retail et aux annonceurs dits \u00ab\u00a0non end\u00e9miques\u00a0\u00bb (ceux qui ciblent un autre public que leur audience habituelle) d\u2019utiliser les donn\u00e9es transactionnelles et l\u2019IA pour mieux interagir avec les audiences de ces \u00e9diteurs et retailers. Il inclut \u00e9galement un large \u00e9ventail de formats et canaux pour r\u00e9pondre aux objectifs full-funnel\u00a0: vid\u00e9o, CTV, publicit\u00e9s contextuelles et produits sponsoris\u00e9s. Enfin, le commerce media pr\u00e9sente l\u2019avantage de centraliser tous ces services.<\/p>\n<p>&nbsp;<\/p>\n\n<table id=\"tablepress-1\" class=\"tablepress tablepress-id-1 tablepress-responsive tablepress-responsive-phone\">\n<thead>\n<tr class=\"row-1\">\n\t<td class=\"column-1\"><\/td><th class=\"column-2\">Commerce Media<\/th><th class=\"column-3\">Retail Media<\/th><th class=\"column-4\">Performance Marketing<\/th><th class=\"column-5\">Brand Marketing<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\"><b>Full-funnel<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nPeut servir \u00e0 la d\u00e9couverte, aux conversions et \u00e0 la r\u00e9tention.<\/td><td class=\"column-3\"><b>Parfois.<\/b><br \/>\nDans le retail media, certains fournisseurs mettent \u00e0 disposition des marques diff\u00e9rents formats publicitaires, pour les aider \u00e0 d\u00e9velopper leur notori\u00e9t\u00e9, g\u00e9n\u00e9rer des ventes et recibler les audiences des retailers.<\/td><td class=\"column-4\"><b>Non.<\/b><br \/>\nPrincipalement une tactique bottom-funnel qui privil\u00e9gie la g\u00e9n\u00e9ration et l\u2019optimisation des conversions.<\/td><td class=\"column-5\"><b>Non.<\/b><br \/>\nPrincipalement une tactique top-funnel qui privil\u00e9gie la notori\u00e9t\u00e9 et l\u2019optimisation pour le reach et les impressions.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\"><b>Donn\u00e9es transactionnelles first-party<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nLes donn\u00e9es transactionnelles first-party \u00e0 grande \u00e9chelle sont les piliers du commerce media.<\/td><td class=\"column-3\"><b>Oui.<\/b><br \/>\nMoins d\u2019\u00e9volutivit\u00e9 des donn\u00e9es que pour le commerce media, car il n\u2019inclut pas les entr\u00e9es des autres \u00e9diteurs\/sites de marques.<\/td><td class=\"column-4\"><b>Non.<\/b><br \/>\nUtilise g\u00e9n\u00e9ralement des cookies tiers et des donn\u00e9es comportementales et ne dispose pas d\u2019autant de donn\u00e9es transactionnelles que le commerce media. Toutes les donn\u00e9es first-party exploit\u00e9es d\u00e9pendent fortement de leur mise en correspondance avec des cookies tiers.<\/td><td class=\"column-5\"><b>Non.<\/b><br \/>\nUtilise g\u00e9n\u00e9ralement des cookies tiers, ainsi que des donn\u00e9es d\u00e9mographiques et comportementales.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\"><b>Diversit\u00e9 des formats et canaux (vid\u00e9o, CTV, display, publicit\u00e9 contextuelle, produits sponsoris\u00e9s)<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nLe commerce media est compatible avec toutes ces options.<\/td><td class=\"column-3\"><b>Parfois.<\/b><br \/>\nLes plateformes de retail media proposant des annonces hors site peuvent inclure quelques-uns de ces formats, mais g\u00e9n\u00e9ralement pas tous.<\/td><td class=\"column-4\"><b>Non.<\/b><br \/>\nLes produits sponsoris\u00e9s ne sont pas compatibles ici.<\/td><td class=\"column-5\"><b>Non.<\/b><br \/>\nLes produits sponsoris\u00e9s ne sont pas compatibles ici.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\"><b>Emplacement publicitaire chez des \u00e9diteurs de tout l\u2019internet ouvert<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nLe commerce media inclut les publicit\u00e9s h\u00e9berg\u00e9es par les \u00e9diteurs et les retailers.<\/td><td class=\"column-3\"><b>Non.<\/b><br \/>\nLe retail media a vocation \u00e0 aider les marques qui passent par des retailers pour vendre leurs produits.<\/td><td class=\"column-4\"><b>Oui.<\/b><\/td><td class=\"column-5\"><b>Oui.<\/b><\/td>\n<\/tr>\n<tr class=\"row-6\">\n\t<td class=\"column-1\"><b>Fonctionne pour les annonceurs non retail<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nLe commerce media fonctionne aussi bien pour le retail que pour les autres secteurs, comme les petites annonces, le tourisme et la finance.<\/td><td class=\"column-3\"><b>Non.<\/b><br \/>\nLe retail media a vocation \u00e0 aider les marques qui passent par des retailers pour vendre leurs produits.<\/td><td class=\"column-4\"><b>Oui.<\/b><\/td><td class=\"column-5\"><b>Oui.<\/b><\/td>\n<\/tr>\n<tr class=\"row-7\">\n\t<td class=\"column-1\"><b>Demande et offre mises en correspondance pour recueillir des indicateurs en boucle ferm\u00e9e<\/b><\/td><td class=\"column-2\"><b>Oui.<\/b><br \/>\nLe commerce media relie directement les marketers et les \u00e9diteurs.<\/td><td class=\"column-3\"><b>Oui.<\/b><br \/>\nGr\u00e2ce au retail media, les retailers et leurs annonceurs sont directement mis en lien.<\/td><td class=\"column-4\"><b>Non.<\/b><\/td><td class=\"column-5\"><b>Non.<\/b><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-1 from cache -->\n<p>&nbsp;<\/p>\n"}]}]}},{"section_title":"Quelles sont les tendances ?","section_anchor":"why-is-it-trending","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header-2-FRENCH@2x-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header_2_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"image_with_description","image":{"ID":17717,"id":17717,"title":"Criteo_Commerce_Media_Guide_Graph 01 EN - desktop","filename":"Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","filesize":11858,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/criteo_commerce_media_guide_graph-01-en-desktop\/","alt":"","author":"9","description":"","caption":"","name":"criteo_commerce_media_guide_graph-01-en-desktop","status":"inherit","uploaded_to":17639,"date":"2022-08-19 13:59:05","modified":"2022-08-19 13:59:05","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":405,"height":466,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","thumbnail-width":405,"thumbnail-height":466,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","medium-width":405,"medium-height":466,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","medium_large-width":405,"medium_large-height":466,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","large-width":405,"large-height":466,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","1536x1536-width":405,"1536x1536-height":466,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","2048x2048-width":405,"2048x2048-height":466,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","success-story-width":405,"success-story-height":466,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","profile_24-width":405,"profile_24-height":466,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","profile_48-width":405,"profile_48-height":466,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","profile_96-width":405,"profile_96-height":466,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","profile_150-width":405,"profile_150-height":466,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-01-EN-desktop.svg","profile_300-width":405,"profile_300-height":466}},"description":"<p>L\u2019essor du commerce media s\u2019explique notamment par les raisons suivantes\u00a0:<\/p>\n<p><strong>L\u2019e-commerce bat (toujours) son plein, m\u00eame si les consommateurs aiment toujours se rendre en magasin\u00a0:<\/strong> en effet, la pand\u00e9mie de COVID-19 a pouss\u00e9 les shoppers \u00e0 faire leurs achats en ligne. Ces nouvelles habitudes sont amen\u00e9es \u00e0 perdurer. D\u2019ici 2025, l\u2019e-commerce devrait g\u00e9n\u00e9rer environ 7 milliards de milliards $ ((OR)) D\u2019ici 2025, l\u2019e-commerce devrait g\u00e9n\u00e9rer environ 7000 milliards de milliards $ (soit plus du double des ventes de 2019) et repr\u00e9senter pr\u00e8s d\u2019un quart de toutes les ventes retail, un bond spectaculaire par rapport \u00e0 2019, o\u00f9 sa part de march\u00e9 \u00e9tait de 13,8 %.<sup>4<\/sup><\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>En parall\u00e8le, d\u2019apr\u00e8s notre enqu\u00eate, si les consommateurs sont chaque jour plus nombreux \u00e0 se tourner vers des solutions telles que le click-and-collect, ils restent tr\u00e8s fortement attach\u00e9s \u00e0 l\u2019<a href=\"https:\/\/www.criteo.com\/fr\/products\/omnichannel-retail\/\">exp\u00e9rience physique en magasin<\/a>. Parmi les clients interrog\u00e9s, quatre sur dix affirment d\u2019ailleurs ne pas acheter un produit sans l\u2019avoir vu ni touch\u00e9 au pr\u00e9alable, ce qui implique de se rendre en boutique.<sup>5<\/sup><\/p>\n"},{"acf_fc_layout":"image_with_mobile_version","desktop_version":{"ID":17719,"id":17719,"title":"Criteo_Commerce_Media_Guide_Graph 02 EN - desktop","filename":"Criteo_Commerce_Media_Guide_Graph-02-EN-desktop.svg","filesize":3573,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-02-EN-desktop.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/criteo_commerce_media_guide_graph-02-en-desktop\/","alt":"","author":"9","description":"","caption":"","name":"criteo_commerce_media_guide_graph-02-en-desktop","status":"inherit","uploaded_to":17639,"date":"2022-08-19 13:59:07","modified":"2022-08-19 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les retailers et \u00e9diteurs ne peuvent plus <strong>faire l\u2019impasse sur les<\/strong><strong>\u00a0<\/strong><a href=\"https:\/\/www.criteo.com\/fr\/blog\/quest-ce-que-le-first-party-media-network\/\">strat\u00e9gies centr\u00e9es sur les donn\u00e9es first party<\/a> : c\u2019est pourquoi les sp\u00e9cialistes du marketing mettent les bouch\u00e9es doubles pour recueillir et enrichir ces donn\u00e9es. De leur c\u00f4t\u00e9, les \u00e9diteurs anticipent la baisse des CPM r\u00e9sultant de l\u2019abandon des cookies tiers en d\u00e9ployant des strat\u00e9gies de donn\u00e9es first party. Quant aux retailers, ils explorent les alternatives de mon\u00e9tisation de leurs pr\u00e9cieuses ressources first party. Sp\u00e9cialistes du marketing et \u00e9diteurs ont donc tout int\u00e9r\u00eat \u00e0 collaborer.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":false,"quote":"\u00ab Pour nous, l\u2019avantage d\u2019un \u00e9cosyst\u00e8me affranchi des cookies tiers est que nous devenons propri\u00e9taires de nos donn\u00e9es. Nous sommes les seuls \u00e0 conna\u00eetre et \u00e0 comprendre nos utilisateurs, qui sont fid\u00e9lis\u00e9s gr\u00e2ce aux cookies first party. \u00bb <sup>6<\/sup>","figcaption":"\u2014Stephanie Layser, Global Head, Publisher Ad Tech Solutions chez AWS"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p><strong>Le marketing commercial s\u2019oriente vers le digital\u00a0: <\/strong>les marques suivent leurs clients en ligne. D\u2019apr\u00e8s notre \u00e9tude, 92\u00a0% des annonceurs europ\u00e9ens interrog\u00e9s<sup>7<\/sup> et 76\u00a0% des annonceurs am\u00e9ricains<sup>8<\/sup> affirment que leur croissance d\u00e9pend du retail\u00a0media.<\/p>\n<p><strong>L\u2019Internet ouvert attire un nombre record de shoppers\u00a0: <\/strong>ces derniers ne se contentent pas d\u2019acheter sur Amazon ou de rechercher des produits sur Google. Toujours selon notre enqu\u00eate, ils sont de plus en plus nombreux \u00e0 commencer leurs recherches de produits sur les sites web des retailers et des marques. Ces derniers sont donc en passe de devenir les principaux points de contact, devant les sites marchands en ligne et les moteurs de recherche.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"66\u00a0% ","description":"du temps de navigation pass\u00e9 sur l\u2019Internet ouvert.<sup>9<\/sup>"},{"acf_fc_layout":"image_with_mobile_version","desktop_version":{"ID":17723,"id":17723,"title":"Criteo_Commerce_Media_Guide_Graph 04 EN - desktop","filename":"Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","filesize":7127,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/criteo_commerce_media_guide_graph-04-en-desktop\/","alt":"","author":"9","description":"","caption":"","name":"criteo_commerce_media_guide_graph-04-en-desktop","status":"inherit","uploaded_to":17639,"date":"2022-08-19 13:59:11","modified":"2022-08-19 13:59:11","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":845,"height":655,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","thumbnail-width":845,"thumbnail-height":655,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","medium-width":845,"medium-height":655,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","medium_large-width":845,"medium_large-height":655,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","large-width":845,"large-height":655,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","1536x1536-width":845,"1536x1536-height":655,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","2048x2048-width":845,"2048x2048-height":655,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","success-story-width":845,"success-story-height":655,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","profile_24-width":845,"profile_24-height":655,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","profile_48-width":845,"profile_48-height":655,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","profile_96-width":845,"profile_96-height":655,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","profile_150-width":845,"profile_150-height":655,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Criteo_Commerce_Media_Guide_Graph-04-EN-desktop.svg","profile_300-width":845,"profile_300-height":655}},"mobile_version":{"ID":17724,"id":17724,"title":"Criteo_Commerce_Media_Guide_Graph 04 EN - 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Leur mission\u00a0? Adopter une approche d\u00e9cloisonn\u00e9e et centr\u00e9e sur l\u2019audience plut\u00f4t que de proc\u00e9der individuellement par canal ou par retailer.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"69\u00a0% ","description":"des sp\u00e9cialistes du marketing et des \u00e9diteurs d\u00e9clarent que le d\u00e9cloisonnement des canaux fait partie de leurs priorit\u00e9s afin d\u2019assurer l\u2019avenir de leur marketing digital.<sup>1<\/sup>"}]}]}},{"section_title":"L\u2019\u00e9cosyst\u00e8me","section_anchor":"ecosystem","optional_section_classes":"pb-6","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header-3-FRENCH@2x-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header_3_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>L\u2019\u00e9cosyst\u00e8me du commerce\u00a0media est principalement compos\u00e9 de trois\u00a0acteurs\u00a0: les sp\u00e9cialistes du marketing, les \u00e9diteurs et les consommateurs. Chacun poss\u00e8de ses propres objectifs, enjeux et besoins, que nous vous proposons d\u2019analyser de plus pr\u00e8s.<\/p>\n<h3>Sp\u00e9cialistes du marketing<\/h3>\n<p>Les marques et retailers (et plus particuli\u00e8rement les sp\u00e9cialistes du marketing de marque\/digital\/croissance, ainsi que les acheteurs qu\u2019ils touchent), sans oublier les agences avec lesquelles ils collaborent, se placent du c\u00f4t\u00e9 de la demande dans l\u2019\u00e9cosyst\u00e8me du commerce media. Leur objectif est de d\u00e9ployer des campagnes adressables qui touchent r\u00e9ellement les shoppers, de la d\u00e9couverte \u00e0 l\u2019achat, tout en b\u00e9n\u00e9ficiant de r\u00e9sultats concrets (performance et m\u00e9triques) \u00e0 chaque \u00e9tape.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":true,"example_slider":false,"media_type":"image","single_image":{"ID":17618,"id":17618,"title":"ch3-a","filename":"ch3-a.png","filesize":35624,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch3-a\/","alt":"","author":"18","description":"","caption":"","name":"ch3-a","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:43","modified":"2022-08-12 10:55:23","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch3-a-300x300.png","profile_300-width":300,"profile_300-height":300}},"single_wistia_video_id":"daajbaamp8","slides":[{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Pour y parvenir, ils ont besoin des \u00e9l\u00e9ments suivants&nbsp;:&nbsp;","subtitle":"Donn\u00e9es transactionnelles et IA, pour mieux comprendre les shoppers. 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Les sp\u00e9cialistes du marketing auront donc besoin de solutions commerce media capables de recueillir et d\u2019exploiter des donn\u00e9es propri\u00e9taires, dans le respect des r\u00e8gles de confidentialit\u00e9, afin d\u2019atteindre leurs objectifs full-funnel.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Pour y parvenir, ils ont besoin des \u00e9l\u00e9ments suivants : ","subtitle":"Alternatives aux walled gardens pour booster le reach et reprendre le contr\u00f4le.  ","description":"<p>Selon une \u00e9tude Forrester\u00a0Consulting commandit\u00e9e par Criteo, 80\u00a0% des personnes interrog\u00e9es en Am\u00e9rique du Nord<sup>8<\/sup> et 77\u00a0% en Europe<sup>7<\/sup> souhaitent r\u00e9duire leur d\u00e9pendance vis-\u00e0-vis des jardins clos. La majorit\u00e9 des ventes en ligne se font en dehors d\u2019Amazon, et la demande de Commerce Media sur l\u2019Internet ouvert est en plein essor.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Pour y parvenir, ils ont besoin des \u00e9l\u00e9ments suivants : ","subtitle":"Capacit\u00e9 \u00e0 corr\u00e9ler d\u00e9penses publicitaires et r\u00e9sultats. ","description":"<p>Notori\u00e9t\u00e9, trafic, prospects ou ventes\u00a0: quels que soient leurs objectifs, les sp\u00e9cialistes du marketing doivent pouvoir mesurer l\u2019impact de leurs campagnes publicitaires en ligne, \u00e0 chaque \u00e9tape du funnel d\u2019achat.<\/p>\n"},{"media_type":"image","image":false,"wistia_video_id":"","uppercase_label":"Pour y parvenir, ils ont besoin des \u00e9l\u00e9ments suivants : ","subtitle":"Gestion centralis\u00e9e. 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Interrog\u00e9s sur les qualit\u00e9s les plus appr\u00e9ci\u00e9es chez un partenaire commerce, 63 % indiquent la capacit\u00e9 \u00e0 comparer et optimiser les performances sur les canaux et 59 % la capacit\u00e9 \u00e0 mesurer les performances et \u00e0 ajuster les d\u00e9penses de campagne en temps r\u00e9el. Pr\u00e8s de la moiti\u00e9 d\u2019entre eux (soit 47 %) recherche des partenaires capables de leur donner acc\u00e8s \u00e0 d\u2019importants volumes de donn\u00e9es first party.<\/p>\n"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>L\u2019environnement du commerce media progresse rapidement sur ces questions, et se r\u00e9v\u00e8le \u00e0 m\u00eame de r\u00e9pondre aux besoins des marketers et \u00e9diteurs en facilitant leur collaboration.<\/p>\n<p>L\u2019objectif est de les mettre en lien sur une marketplace ouverte via une interface unique. Cette marketplace permet de partager des donn\u00e9es pour matcher les identit\u00e9s, cr\u00e9er et faire \u00e9voluer des audiences adressables, et d\u2019en tirer parti \u00e0 travers diff\u00e9rents canaux et formats. Les mesures et l\u2019optimisation sont rendues possibles sur tous les canaux et chez tous les retailers, depuis un espace centralis\u00e9 qui propose une v\u00e9ritable vue d\u2019ensemble.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":{"ID":17679,"id":17679,"title":"pic_Todd_Parsons-1","filename":"pic_Todd_Parsons-1.svg","filesize":636981,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/pic_todd_parsons-1\/","alt":"","author":"18","description":"","caption":"","name":"pic_todd_parsons-1","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:35:35","modified":"2022-08-12 10:35:35","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":104,"height":104,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","thumbnail-width":104,"thumbnail-height":104,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","medium-width":104,"medium-height":104,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","medium_large-width":104,"medium_large-height":104,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","large-width":104,"large-height":104,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","1536x1536-width":104,"1536x1536-height":104,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","2048x2048-width":104,"2048x2048-height":104,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","success-story-width":104,"success-story-height":104,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","profile_24-width":104,"profile_24-height":104,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","profile_48-width":104,"profile_48-height":104,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","profile_96-width":104,"profile_96-height":104,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","profile_150-width":104,"profile_150-height":104,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Todd_Parsons-1.svg","profile_300-width":104,"profile_300-height":104}},"quote":"\u00ab L\u2019avenir de la publicit\u00e9 personnalis\u00e9e appartient aux entreprises qui aident les \u00e9diteurs et les annonceurs \u00e0 prot\u00e9ger les droits des consommateurs, tout en reliant les donn\u00e9es first party c\u00f4t\u00e9 vente et c\u00f4t\u00e9 achat. \u00bb ","figcaption":"\u2014 Todd Parsons, Chief Product Officer de Criteo"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Donn\u00e9es, technologie ou connexions, chacun des acteurs a toutes les cl\u00e9s en main pour assurer sa r\u00e9ussite, cr\u00e9er un syst\u00e8me autonome et favoriser un cercle vertueux, b\u00e9n\u00e9fique pour tous.<\/p>\n"},{"acf_fc_layout":"three_columns","columns":[{"description":"<strong>Les marketers<\/strong><br>touchent une audience adressable suffisamment large et obtiennent des r\u00e9sultats quantifiables, ce qui leur permet de continuer \u00e0 diffuser des campagnes"},{"description":"<strong>Les \u00e9diteurs<\/strong><br>touchent des revenus publicitaires, ce qui leur permet de d\u00e9velopper et d\u2019am\u00e9liorer leur contenu \u00e0 destination de nouvelles audiences "},{"description":"<strong>Les shoppers<\/strong><br>b\u00e9n\u00e9ficient d\u2019exp\u00e9riences plus riches offertes par des marketers et \u00e9diteurs qui leur inspirent confiance"}]}]}]}},{"section_title":"Pourquoi vous en avez besoin d\u00e8s maintenant","section_anchor":"why-you-need-it-now","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header-5-FRENCH@2x-scaled.jpg","section_header_background_video":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header_5_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h4>Une strat\u00e9gie publicitaire d\u2019avenir<\/h4>\n<p>Confidentialit\u00e9, cookies, adressabilit\u00e9, responsabilit\u00e9 : de nombreuses contraintes p\u00e8sent sur le secteur de la publicit\u00e9 digitale. Bien que le nombre de shoppers en ligne ne cesse de cro\u00eetre, les nouvelles r\u00e8glementations en mati\u00e8re de confidentialit\u00e9 compliquent la personnalisation de l\u2019exp\u00e9rience clients. Face \u00e0 ces grands changements, le commerce media s\u2019impose comme une solution de choix, car il s\u2019appuie sur des donn\u00e9es first party : avenir de la publicit\u00e9 digitale, elles sont la cl\u00e9 d\u2019une identification responsable, d\u2019un environnement \u00e0 un autre, et permettent de toucher des audiences adressables.<\/p>\n<p>Pour les marketers, d\u00e9sireux de d\u00e9velopper une audience assez vaste qu\u2019ils pourront toucher lorsque les cookies tiers appartiendront au pass\u00e9, l\u2019avenir passe par les donn\u00e9es first party. Toutefois, il est imp\u00e9ratif de s\u2019y pr\u00e9parer d\u00e8s maintenant, en d\u00e9veloppant l\u2019acc\u00e8s \u00e0 ces donn\u00e9es. D\u2019o\u00f9 l\u2019int\u00e9r\u00eat du commerce media, qui r\u00e9pond \u00e0 cet objectif de trois mani\u00e8res :<\/p>\n"},{"acf_fc_layout":"ordered_stats","stat":[{"description":"Il \u00e9tend le reach des donn\u00e9es first party du marketer en y ajoutant un volume plus vaste de donn\u00e9es transactionnelles first party, qui serviront \u00e0 d\u00e9velopper de nouvelles audiences"},{"description":"Il renforce l\u2019efficacit\u00e9 du ciblage et de la personnalisation pour engager des audiences de haute qualit\u00e9, susceptibles de consentir au partage de leurs donn\u00e9es, contribuant ainsi \u00e0 l\u2019\u00e9largissement de l\u2019audience adressable"},{"description":"Il r\u00e9duit la perte de donn\u00e9es occasionn\u00e9e par les trop nombreuses \u00e9tapes de mise en correspondance et de synchronisation du syst\u00e8me actuel"}]},{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Du c\u00f4t\u00e9 des \u00e9diteurs, le commerce media peut compenser la baisse de rendement pr\u00e9sag\u00e9e par la fin des cookies tiers en fournissant la technologie et les donn\u00e9es n\u00e9cessaires pour transformer leurs propres donn\u00e9es \u00e0 leur avantage et cr\u00e9er des offres plus attractives pour les annonceurs.<\/p>\n<p>Enfin, pour les retailers, le commerce media constitue une solution de mon\u00e9tisation des donn\u00e9es et des audiences, sans pour autant devoir investir dans le d\u00e9veloppement de leur propre plateforme de retail media. Cette solution leur fournit par ailleurs les outils dont ils ont besoin pour l\u2019acquisition et la conversion de leur client\u00e8le. Ainsi, ils seront doublement en mesure de d\u00e9velopper leurs activit\u00e9s publicitaires et d\u2019augmenter les ventes de leurs produits, le tout \u00e0 un seul et m\u00eame endroit.<\/p>\n<p>Pour les \u00e9diteurs comme pour les retailers, le commerce media d\u00e9cuple la demande chez ceux qui cherchent \u00e0 toucher les audiences de l\u2019Internet ouvert. De plus, gr\u00e2ce \u00e0 la mise en correspondance des donn\u00e9es first party du c\u00f4t\u00e9 de l\u2019offre et de la demande, leur inventaire gagne en adressabilit\u00e9, entra\u00eenant ainsi une hausse des achats.<\/p>\n"}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Des processus simplifi\u00e9s en boucle ferm\u00e9e<\/h3>\n<p>Avec le commerce media, plus de probl\u00e8me de fragmentation\u00a0: la croissance des sp\u00e9cialistes du marketing et des \u00e9diteurs est simplifi\u00e9e et leur recours aux technologies r\u00e9duit.<\/p>\n<p>En \u00e9tablissant un lien direct entre marketers et \u00e9diteurs, le commerce media facilite le suivi des r\u00e9sultats des campagnes digitales gr\u00e2ce aux KPI (ventes, prospects, visites, etc.), \u00e0 la fois en ligne et hors ligne.\u00a0 La capacit\u00e9 \u00e0 attribuer \u00e0 une d\u00e9pense m\u00e9dia l\u2019achat pr\u00e9cis qui en d\u00e9coule s\u2019inscrit dans cette d\u00e9marche de publicit\u00e9 responsable que recherchent les marketers, et dans laquelle ils sont tout dispos\u00e9s \u00e0 investir.<\/p>\n"},{"acf_fc_layout":"single_stat","stat":"63\u00a0%","description":"des marketers \u00e9voquent une exp\u00e9rience client am\u00e9lior\u00e9e, 65\u00a0%, une croissance plus forte et 61\u00a0%, des marges plus \u00e9lev\u00e9es parmi les principaux avantages de l'approche Commerce media.<sup>1<\/sup>"},{"acf_fc_layout":"boxes_with_stats","stats":[{"icon":{"ID":17682,"id":17682,"title":"chart-line-1","filename":"chart-line-1.svg","filesize":2052,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/chart-line-1.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/chart-line-1\/","alt":"","author":"18","description":"","caption":"","name":"chart-line-1","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:35:39","modified":"2022-08-12 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Le commerce\u00a0media r\u00e9pond \u00e0 la double contrainte de la responsabilit\u00e9 <em>et<\/em> de la pertinence des publicit\u00e9s. Du fait de son approche orient\u00e9e audience, le commerce media a vocation \u00e0 r\u00e9pondre aux besoins des clients et \u00e0 \u00e9voluer \u00e0 leur rythme.<\/p>\n<p>Les shoppers cherchent par ailleurs \u00e0 acc\u00e9der \u00e0 un contenu, \u00e0 des produits et \u00e0 des services vari\u00e9s. Gr\u00e2ce au commerce media, les marketers et \u00e9diteurs sont en mesure de proposer des publicit\u00e9s qui favorisent la diversit\u00e9 et le choix sur l\u2019internet ouvert.<\/p>\n<h3>Dites oui au contr\u00f4le, \u00e0 la transparence et \u00e0 l\u2019\u00e9quilibre<\/h3>\n<p>Les \u00ab walled gardens \u00bb \u00e9tant de plus en plus restrictifs, les sp\u00e9cialistes du marketing doivent imp\u00e9rativement disposer de fonctions qui leur permettent d\u2019acc\u00e9der \u00e0 des donn\u00e9es first party et de les contr\u00f4ler. Le commerce media a lieu sur l\u2019internet ouvert, o\u00f9 l\u2019ensemble des acteurs sont libres d\u2019acc\u00e9der \u00e0 leurs donn\u00e9es et de les conserver, de se choisir les partenaires de leur choix, de dicter leurs prix et de garder le contr\u00f4ler sur l\u2019exp\u00e9rience des shoppers. Cette solution r\u00e9duit la d\u00e9pendance aux walled gardens au profit d\u2019une strat\u00e9gie plus \u00e9quilibr\u00e9e, qui va chercher les clients l\u00e0 o\u00f9 ils passent le plus de temps, et l\u00e0 o\u00f9 le parcours client se d\u00e9roule en toute transparence.<\/p>\n"},{"acf_fc_layout":"blockquote","larger_quote":false,"pic":false,"quote":"\u00ab Le d\u00e9veloppement et l\u2019entretien d\u2019une relation avec les clients, pas uniquement \u00e0 des fins de conversion, mais tout au long de leur relation avec la marque, est une pr\u00e9occupation grandissante chez tous les sp\u00e9cialistes du marketing avec lesquels je collabore. Lorsqu\u2019une marque comprend sa client\u00e8le et chaque aspect de son parcours et qu\u2019elle ma\u00eetrise l\u2019ensemble des donn\u00e9es qui y sont li\u00e9es, les walled gardens tels que nous les connaissons cessent alors d\u2019exister. \u00bb <sup>11<\/sup>","figcaption":"\u2014 Sean Peters, Chief Strategy Officer chez Publicis Media"},{"acf_fc_layout":"wysiwyg","wysiwyg":"<h3>Avantages de la plateforme Commerce Media<\/h3>\n\n<table id=\"tablepress-2\" class=\"tablepress tablepress-id-2 tablepress-responsive tablepress-responsive-phone\">\n<thead>\n<tr class=\"row-1\">\n\t<th class=\"column-1\">Sp\u00e9cialistes du marketing<\/th><th class=\"column-2\">\u00c9diteurs<\/th><th class=\"column-3\">Consommateurs<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-striping\">\n<tr class=\"row-2\">\n\t<td class=\"column-1\">D\u00e9velopper une adressabilit\u00e9 \u00e9volutive, avec des audiences et des capacit\u00e9s de personnalisation bas\u00e9es sur les donn\u00e9es first-party. <\/td><td class=\"column-2\">Booster les revenus publicitaires en mon\u00e9tisant les donn\u00e9es first-party d\u00e9tenues et les audiences.<\/td><td class=\"column-3\">Proposer des publicit\u00e9s uniquement sur des sujets pour lesquels les acheteurs ont manifest\u00e9 un r\u00e9el int\u00e9r\u00eat, et uniquement de la part d\u2019annonceurs auxquels ils ont consenti.<\/td>\n<\/tr>\n<tr class=\"row-3\">\n\t<td class=\"column-1\">\u00c9viter les pertes et favoriser l\u2019engagement et les conversions, en donnant la priorit\u00e9 aux audiences du march\u00e9 et en tirant parti des insights deep commerce.<\/td><td class=\"column-2\">Fid\u00e9liser les visiteurs et g\u00e9n\u00e9rer plus de ventes en utilisant les donn\u00e9es transactionnelles pour personnaliser le contenu propos\u00e9 aux utilisateurs.<\/td><td class=\"column-3\">Montrer des exp\u00e9riences et des publicit\u00e9s plus pertinentes sur le site.<\/td>\n<\/tr>\n<tr class=\"row-4\">\n\t<td class=\"column-1\">R\u00e9duire le nombre de plateformes utilis\u00e9es.<\/td><td class=\"column-2\">Accro\u00eetre l\u2019adressabilit\u00e9 de l\u2019inventaire en reliant les donn\u00e9es first-party dans tout l\u2019\u00e9cosyst\u00e8me. <\/td><td class=\"column-3\">Rester fid\u00e8le \u00e0 l\u2019esprit de l\u2019internet ouvert qui pr\u00f4ne la diversit\u00e9 des contenus et des choix.<\/td>\n<\/tr>\n<tr class=\"row-5\">\n\t<td class=\"column-1\">Toucher des consommateurs sur l\u2019internet ouvert, l\u00e0 o\u00f9 ils passent 66 % de leur temps et o\u00f9 les marketers ma\u00eetrisent enti\u00e8rement l\u2019exp\u00e9rience et la transparence.<\/td><td class=\"column-2\">\u00c9tablir un contact direct avec les marketers qui recherchent des audiences adressables et garder le contr\u00f4le sur l\u2019acc\u00e8s aux donn\u00e9es, les prix et l\u2019exp\u00e9rience en ligne.<\/td><td class=\"column-3\"><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-2 from cache -->\n"}]}]}},{"section_title":"Plateforme Commerce Media","section_anchor":"commerce-media-platform","optional_section_classes":"","section_header_background_type":"image","section_header_background":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header-6-FRENCH-1.png","section_header_background_video":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/Header_6_notext.mp4","section_header_title_img":false,"section_body":{"content_area":[{"white_bg":true,"padded_left":false,"content":[{"acf_fc_layout":"wysiwyg","wysiwyg":"<p>Criteo puise dans les donn\u00e9es first party pour faire \u00e9merger une marketplace ouverte o\u00f9 pourront se retrouver marketers et \u00e9diteurs, et o\u00f9 l\u2019avenir repose sur des m\u00e9dias adressables et responsables. Nous sommes l\u2019une des rares plateformes capables de proposer des avantages sur ces deux aspects et de les d\u00e9ployer \u00e0 grande \u00e9chelle.<\/p>\n<p>Actuellement, la <a href=\"https:\/\/www.criteo.com\/fr\/platform\/commerce-media-platform\/\">plateforme Commerce Media<\/a> met \u00e0 disposition des marketers et \u00e9diteurs le plus grand ensemble de donn\u00e9es transactionnelles ouvertes au monde, qu\u2019ils peuvent convertir en publicit\u00e9s adressables hautement performantes. Gr\u00e2ce \u00e0 notre First Party Media Network et \u00e0 notre IA ax\u00e9e sur le commerce, nous identifions des audiences uniques et tr\u00e8s rentables, et mettons \u00e0 votre disposition les outils n\u00e9cessaires pour les engager, afin d\u2019enrichir sans cesse l\u2019exp\u00e9rience des shoppers sur l\u2019internet ouvert.<\/p>\n"},{"acf_fc_layout":"media_slider","one_image_slider":false,"example_slider":false,"media_type":"image","single_image":false,"single_wistia_video_id":"","slides":[{"media_type":"image","image":{"ID":17621,"id":17621,"title":"ch6-a","filename":"ch6-a.png","filesize":11087,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch6-a\/","alt":"","author":"18","description":"","caption":"","name":"ch6-a","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:52","modified":"2022-08-12 10:55:24","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-a-300x300.png","profile_300-width":300,"profile_300-height":300}},"wistia_video_id":"p1poirxch0","uppercase_label":"","subtitle":"","description":"<h4>Centralisation de l\u2019offre et de la demande<\/h4>\n<p>B\u00e9n\u00e9ficiez \u00e0 la fois de davantage de donn\u00e9es et de transparence et d&rsquo;une r\u00e9duction des co\u00fbts gr\u00e2ce \u00e0 une plateforme unique destin\u00e9e aux sp\u00e9cialistes du marketing et aux \u00e9diteurs.<\/p>\n<ul>\n<li>R\u00e9duisez les pertes de donn\u00e9es, les frais et les taxes technologiques<\/li>\n<li>Boostez l\u2019adressabilit\u00e9<\/li>\n<li>Obtenez un acc\u00e8s exclusif \u00e0 un inventaire retail media en ligne<\/li>\n<li>Augmentez le retour sur investissement et le chiffre d\u2019affaires<\/li>\n<\/ul>\n"},{"media_type":"image","image":{"ID":17622,"id":17622,"title":"ch6-b","filename":"ch6-b.png","filesize":8253,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch6-b\/","alt":"","author":"18","description":"","caption":"","name":"ch6-b","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:55","modified":"2022-08-12 10:55:24","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":351,"height":310,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-300x265.png","medium-width":300,"medium-height":265,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","medium_large-width":351,"medium_large-height":310,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","large-width":351,"large-height":310,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","1536x1536-width":351,"1536x1536-height":310,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","2048x2048-width":351,"2048x2048-height":310,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b.png","success-story-width":351,"success-story-height":310,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-24x24.png","profile_24-width":24,"profile_24-height":24,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-48x48.png","profile_48-width":48,"profile_48-height":48,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-96x96.png","profile_96-width":96,"profile_96-height":96,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-150x150.png","profile_150-width":150,"profile_150-height":150,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-b-300x300.png","profile_300-width":300,"profile_300-height":300}},"wistia_video_id":"16hq0adnaz","uppercase_label":"","subtitle":"","description":"<h4>First Party Media Network<\/h4>\n<p>Am\u00e9liorez votre adressabilit\u00e9 en associant vos donn\u00e9es first party \u00e0 celles de notre vaste r\u00e9seau.<\/p>\n<ul>\n<li>Reliez les identit\u00e9s pour \u00e9toffer vos audiences<\/li>\n<li>Acc\u00e9dez aux donn\u00e9es transactionnelles afin de mieux personnaliser l\u2019exp\u00e9rience client<\/li>\n<li>Prot\u00e9gez les donn\u00e9es de vos clients conform\u00e9ment aux r\u00e8gles de confidentialit\u00e9<\/li>\n<\/ul>\n"},{"media_type":"image","image":{"ID":17623,"id":17623,"title":"ch6-c","filename":"ch6-c.png","filesize":10630,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-c.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch6-c\/","alt":"","author":"18","description":"","caption":"","name":"ch6-c","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:16:58","modified":"2022-08-12 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audiences uniques fond\u00e9es sur les signaux d\u2019achat<\/h4>\n<p>Ciblez ou cr\u00e9ez des audiences hautement efficaces \u00e0 partir d\u2019un grand volume de donn\u00e9es transactionnelles mondiales et de vos propres donn\u00e9es first party.<\/p>\n<ul>\n<li>Ciblez les clients in-market actifs<\/li>\n<li>Boostez les premiers achats et le renouvellement des achats<\/li>\n<li>Attirez les annonceurs gr\u00e2ce \u00e0 de nouvelles audiences<\/li>\n<\/ul>\n"},{"media_type":"image","image":{"ID":17624,"id":17624,"title":"ch6-d","filename":"ch6-d.png","filesize":5844,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/ch6-d.png","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/ch6-d\/","alt":"","author":"18","description":"","caption":"","name":"ch6-d","status":"inherit","uploaded_to":17639,"date":"2022-08-12 10:17:01","modified":"2022-08-12 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solution tout-en-un<\/h4>\n<p>Planifiez, achetez, personnalisez, \u00e9valuez et mon\u00e9tisez, \u00e0 partir d\u2019une seule plateforme.<\/p>\n<ul>\n<li>Choisissez parmi une foule d\u2019audiences, de formats publicitaires et d\u2019options d\u2019achat m\u00e9dia<\/li>\n<li>\u00c9valuez et optimisez les campagnes tout au long du funnel<\/li>\n<li>Assurez un contr\u00f4le complet des donn\u00e9es et des inventaires<\/li>\n<\/ul>\n"}]}]},{"white_bg":false,"padded_left":false,"content":[{"acf_fc_layout":"blockquote","larger_quote":true,"pic":{"ID":17677,"id":17677,"title":"pic_Megan_Clarken-1","filename":"pic_Megan_Clarken-1.svg","filesize":678627,"url":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","link":"https:\/\/www.criteo.com\/fr\/ultimate-guide-commerce-media\/pic_megan_clarken-1\/","alt":"","author":"18","description":"","caption":"","name":"pic_megan_clarken-1","status":"inherit","uploaded_to":17639,"date":"2022-08-12 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10:35:34","menu_order":0,"mime_type":"image\/svg+xml","type":"image","subtype":"svg+xml","icon":"https:\/\/www.criteo.com\/fr\/wp-includes\/images\/media\/default.png","width":104,"height":104,"sizes":{"thumbnail":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","thumbnail-width":104,"thumbnail-height":104,"medium":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","medium-width":104,"medium-height":104,"medium_large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","medium_large-width":104,"medium_large-height":104,"large":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","large-width":104,"large-height":104,"1536x1536":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","1536x1536-width":104,"1536x1536-height":104,"2048x2048":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","2048x2048-width":104,"2048x2048-height":104,"success-story":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","success-story-width":104,"success-story-height":104,"profile_24":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","profile_24-width":104,"profile_24-height":104,"profile_48":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","profile_48-width":104,"profile_48-height":104,"profile_96":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","profile_96-width":104,"profile_96-height":104,"profile_150":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","profile_150-width":104,"profile_150-height":104,"profile_300":"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2022\/08\/pic_Megan_Clarken-1.svg","profile_300-width":104,"profile_300-height":104}},"quote":"\u00ab \u00c0 l\u2019avenir, j\u2019aimerais pouvoir affirmer que l\u2019internet ouvert est bien vivant et se porte \u00e0 merveille, et que Criteo a contribu\u00e9 \u00e0 le faire aimer des consommateurs. Que c\u2019est un lieu d\u2019opportunit\u00e9s et de prosp\u00e9rit\u00e9 pour les nouvelles entreprises, o\u00f9 l\u2019innovation est au c\u0153ur de tout, et o\u00f9 la publicit\u00e9 peut financer la multiplication des exp\u00e9riences sur l\u2019internet ouvert. Un environnement dynamique pour tous, telle est notre promesse. \u00bb ","figcaption":"\u2014 Megan Clarken, CEO de Criteo"}]}]}}],"footer_title":"Sources","sources":"<p><sup id=\"sup-1\">1<\/sup> Source\u00a0: \u00e9tude men\u00e9e par Forrester\u00a0Consulting pour le compte de Criteo, septembre\u00a02021<\/p>\n<p><sup id=\"sup-2\">2<\/sup> Source\u00a0: Criteo \u00ab\u00a0Shopper Story\u00a0\u00bb, monde (Allemagne, Australie, Cor\u00e9e du Sud, \u00c9tats-Unis, France, Japon, Royaume-Uni), ao\u00fbt-novembre 2021, N = 6794 \/ juillet-octobre 2019, N = 6346<\/p>\n<p><sup id=\"sup-3\">3<\/sup> Source\u00a0: Criteo \u00ab\u00a0Shopper Story\u00a0\u00bb, monde (Allemagne, Australie, Cor\u00e9e du Sud, \u00c9tats-Unis, France, Japon, Royaume-Uni), ao\u00fbt-novembre 2021, N = 7282 \/ juillet-octobre 2019, N = 7102<\/p>\n<p><sup id=\"sup-4\">4<\/sup> Source\u00a0: <a href=\"https:\/\/www.emarketer.com\/content\/worldwide-ecommerce-continues-double-digit-growth-following-pandemic-push-online\" target=\"_blank\" rel=\"noopener\">https:\/\/www.emarketer.com\/content\/worldwide-ecommerce-continues-double-digit-growth-following-pandemic-push-online<\/a><\/p>\n<p><sup id=\"sup-5\">5<\/sup> Criteo \u00ab\u00a0Shopper Story\u00a0\u00bb, monde (Allemagne, Australie, Cor\u00e9e du Sud, \u00c9tats-Unis, France, Japon, Royaume-Uni), ao\u00fbt-novembre 2021, N = 6794 \/ juillet-octobre 2019, N = 6346<\/p>\n<p><sup id=\"sup-6\">6 <\/sup>Source\u00a0: Publisher Ad Monetization After the Third-Party Cookie, Insider Intelligence\/eMarketer, Audrey Schomer, mars\u00a02021<\/p>\n<p><sup id=\"sup-7\">7 <\/sup>Source\u00a0: \u00e9tude men\u00e9e par Forrester\u00a0Consulting pour le compte de Criteo, ao\u00fbt\u00a02020. R\u00e9f\u00e9rence\u00a0: 109\u00a0d\u00e9cisionnaires en publicit\u00e9 traditionnelle ou digitale et\/ou en ligne, marketing B2C et B2B, UE<\/p>\n<p><sup id=\"sup-8\">8 <\/sup>Source\u00a0: \u00e9tude men\u00e9e par Forrester\u00a0Consulting pour le compte de Criteo, juillet\u00a02020. R\u00e9f\u00e9rence\u00a0: 115\u00a0d\u00e9cisionnaires en publicit\u00e9 traditionnelle ou digitale et\/ou en ligne, marketing B2C et B2B, Am\u00e9rique du Nord<\/p>\n<p><sup id=\"sup-9\">9<\/sup> Source\u00a0: \u00e9tude 2020 men\u00e9e par The\u00a0Harris\u00a0Poll et OpenX, The open web vs. the walled garden<\/p>\n<p><sup id=\"sup-10\">10 <\/sup>Source\u00a0: indice Criteo de satisfaction des shoppers, monde (Allemagne, Australie, Cor\u00e9e du Sud, Espagne, \u00c9tats-Unis, France, Inde, Italie, Japon, Royaume-Uni), novembre 2021, N = 3805<\/p>\n<p><sup id=\"sup-11\">11 <\/sup>Source\u00a0: <a href=\"https:\/\/www.epsilon.com\/us\/blog\/core-content\/pros-cons-walled-gardens-advertising\" target=\"_blank\" rel=\"noopener\">https:\/\/www.epsilon.com\/us\/blog\/core-content\/pros-cons-walled-gardens-advertising<\/a><\/p>\n","additional_code":"","bevel":"peach-grapes","bevel_reversed":false,"side_text":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Ultimate Guide to Commerce Media | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Le commerce media d\u00e9veloppe l\u2019internet ouvert, qui reste le terrain de la d\u00e9couverte, de l\u2019innovation et du choix. 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