{"id":14245,"date":"2021-03-08T16:18:37","date_gmt":"2021-03-08T16:18:37","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=14245"},"modified":"2021-03-09T17:18:51","modified_gmt":"2021-03-09T17:18:51","slug":"annonce-google-quel-impact-sur-la-publicite-personnalisee","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/annonce-google-quel-impact-sur-la-publicite-personnalisee\/","title":{"rendered":"Annonce Google : quel impact sur la publicit\u00e9 personnalis\u00e9e ?"},"content":{"rendered":"

Vous avez une impression de d\u00e9j\u00e0-vu ? Nous aussi. Dans son dernier post<\/a>, Google confirme ses intentions annonc\u00e9es en janvier 2020 : faire dispara\u00eetre les cookies tiers dans Chrome, sans proposer d’alternative pour suivre les utilisateurs sur le web et, donc, se passer de ce type d\u2019identifiants dans ses produits une fois que les cookies tiers auront disparus. En d\u2019autres termes, Google ne fournira plus d\u2019annonces personnalis\u00e9es en dehors de ses propres plateformes. La nouvelle a fait l\u2019effet d\u2019une bombe. Pourtant, elle suit la logique des annonces de Google depuis plus d\u2019un an et n\u2019a pas d\u2019impact r\u00e9el. En r\u00e9alit\u00e9, cela pourrait bien acc\u00e9l\u00e9rer l\u2019av\u00e8nement et l\u2019am\u00e9lioration de solutions de confidentialit\u00e9 pour la publicit\u00e9 en ligne, dans tout l\u2019Internet ouvert.<\/p>\n

Si l\u2019on se r\u00e9f\u00e8re \u00e0 sa Privacy Sandbox, Google r\u00e9affirme sa volont\u00e9 de proposer, en dehors de ses plateformes, des solutions post-cookies bas\u00e9es sur les groupes d\u2019utilisateurs (des \u00ab cohortes \u00bb), telles que FLEDGE<\/a> et FLoC (Federated Learning of Cohorts). La publicit\u00e9 bas\u00e9e sur les cohortes sera donc l\u2019une des solutions-cl\u00e9s pour s\u2019affranchir des cookies. Cela dit, cela ne change pas tout : Google continuera \u00e0 tirer parti du ciblage au sein de ses propres produits gr\u00e2ce aux donn\u00e9es first party.<\/p>\n

Le jardin clos Google se referme donc encore un peu plus. Pour les acteurs de l\u2019\u00e9cosyst\u00e8me publicitaire, c\u2019est l\u2019occasion id\u00e9ale de cr\u00e9er des solutions innovantes de personnalisation sur l\u2019Internet ouvert, tout en r\u00e9\u00e9quilibrant l\u2019\u00e9change de valeur entre les utilisateurs, les annonceurs et les \u00e9diteurs. Bonne nouvelle : Criteo y travaille d\u00e9j\u00e0.<\/p>\n

Donn\u00e9es first party : la cl\u00e9 d\u2019un nouveau paradigme<\/strong>\u00a0<\/strong><\/h3>\n

S\u2019il y a une chose \u00e0 retenir de l\u2019article Google, c\u2019est celle-ci : \u00e0 l\u2019avenir, les donn\u00e9es first party r\u00e8gneront en ma\u00eetres. Or, Criteo adopte d\u00e9j\u00e0 cette strat\u00e9gie. Notre offre ne sera donc nullement impact\u00e9e par ce changement. C\u2019est m\u00eame tout le contraire. Notre mission et notre strat\u00e9gie en sortiront renforc\u00e9es, car notre activit\u00e9 reste ax\u00e9e sur les donn\u00e9es first party. Nous sommes sur le point de cr\u00e9er un r\u00e9seau in\u00e9dit de publicit\u00e9 bas\u00e9e sur le consentement des utilisateurs sur l\u2019Internet ouvert, \u00e0 partir des donn\u00e9es first party que ces derniers confient aux \u00e9diteurs et aux marques. Nos solutions sont con\u00e7ues pour r\u00e9sister \u00e0 l\u2019\u00e9preuve du temps. Elles seront utiles aux annonceurs, \u00e9diteurs et consommateurs, car elles assureront une utilisation transparente et s\u00e9curis\u00e9e de ces donn\u00e9es.<\/p>\n

Voici un aper\u00e7u de notre vision, le r\u00e9seau Criteo First-Party Media Network :<\/p>\n

\"\"<\/p>\n

Une chose est claire, les clients<\/em> veulent plus de contr\u00f4le, de transparence et de publicit\u00e9 \u00e0 forte valeur ajout\u00e9e. Les\u00a0annonceurs<\/em>\u00a0souhaitent personnaliser leurs campagnes afin de toucher davantage de clients, tout en recueillant leur consentement pour, au final, am\u00e9liorer leur retour sur investissement.\u00a0Quant aux \u00e9diteurs<\/em>, ils doivent pouvoir g\u00e9n\u00e9rer de nouvelles sources de revenu tout en prot\u00e9geant les donn\u00e9es first party et en gardant le contr\u00f4le sur leurs relations clients. L\u2019objectif de First-Party Media Network ? R\u00e9pondre aux besoins de tous ces acteurs tout en \u00e9quilibrant l\u2019\u00e9change de valeur via la gestion des donn\u00e9es first party.<\/p>\n

 <\/p>\n

Tout ceci ne pourrait se faire sans l’immense envergure de nos partenariats sur les donn\u00e9es first party directes, avec des marketers et des \u00e9diteurs du monde entier. Nous apportons de la valeur \u00e0 ces deux acteurs. En \u00e9change, ils nous permettent de coordonner, prot\u00e9ger, g\u00e9rer et activer les donn\u00e9es first party de type opt-in sur l’ensemble de notre r\u00e9seau. Et nous en sommes fiers ! Gr\u00e2ce \u00e0 cette mission de premier ordre, nous pouvons proposer des solutions de ciblage et de reciblage ind\u00e9pendamment des cookies sur l’ensemble de notre \u00e9cosyst\u00e8me e-commerce.<\/p>\n

Par ailleurs, Criteo soutient des alternatives (non bas\u00e9es sur les ID) qui exploitent les donn\u00e9es first party, que ce soit en open source, comme Unified ID 2.0 de The Trade Desk, ou sur les sites propri\u00e9taires, tels qu\u2019IdentityLink de LiveRamp. Nous sommes en train de cr\u00e9er une solution sign-on unique qui permettra aux clients d\u2019avoir le contr\u00f4le sur l\u2019utilisation de leurs donn\u00e9es et assurera une personnalisation fluide sur tout l\u2019Internet ouvert, gr\u00e2ce \u00e0 ces identifiants.<\/p>\n

Bien s\u00fbr, pour que tout cela fonctionne, les annonceurs et les \u00e9diteurs doivent avoir un acc\u00e8s enrichi et \u00e9largi \u00e0 ces donn\u00e9es, et \u00eatre en mesure de les exploiter sur tout type de media afin de personnaliser leurs annonces. Notre Shopper Graph permet de relier l’ensemble des donn\u00e9es first party du r\u00e9seau Criteo, soit 21 000 annonceurs et 5 000 \u00e9diteurs. Et ce n’est pas tout ! Annonceurs et \u00e9diteurs peuvent cr\u00e9er et activer des audiences (audiences potentielles, cohortes ou encore foyers contextuels) ind\u00e9pendamment des cookies.<\/p>\n

Quel avenir pour la publicit\u00e9 personnalis\u00e9e ?<\/strong><\/h3>\n

L\u2019avenir appartient aux entreprises qui aident les \u00e9diteurs et les annonceurs \u00e0 prot\u00e9ger les droits des clients, tout en reliant les donn\u00e9es first party c\u00f4t\u00e9 vente et c\u00f4t\u00e9 achat. Nous sommes heureux d\u2019\u00eatre l\u2019une des seules plateformes capables de proposer des avantages sur ces deux aspects et de les d\u00e9ployer \u00e0 grande \u00e9chelle.<\/p>\n

Chez Criteo, nous avons un mot d’ordre : soutenir les initiatives en mati\u00e8re de transparence qui permettent d’adapter la publicit\u00e9 aux besoins des personnes concern\u00e9es (clients, marketers, \u00e9diteurs, bref, tous les acteurs de l\u2019\u00e9cosyst\u00e8me publicitaire). Notre First–Party Media Network poursuivra sur sa lanc\u00e9e. Il sera au c\u0153ur de l\u2019\u00e9volution de la publicit\u00e9 hors cookies tiers, gr\u00e2ce \u00e0 des initiatives open-source (identification unique, UID 2.0\u2026). Nous serons au rendez-vous pour \u00eatre leaders de la Privacy Sandbox. L’avenir s’annonce donc sous d’heureux auspices.<\/p>\n

Consultez notre article<\/a> pour en savoir plus sur les perspectives de la publicit\u00e9 en ligne \u00e0 l’\u00e8re post-cookie.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vous avez une impression de d\u00e9j\u00e0-vu ? Nous aussi. Dans son dernier post, Google confirme ses intentions annonc\u00e9es en janvier 2020 : faire dispara\u00eetre les cookies tiers dans Chrome, sans proposer d’alternative pour suivre les utilisateurs sur le web et, donc, se passer de ce type d\u2019identifiants dans ses produits une fois que les cookies […]<\/p>\n","protected":false},"author":151,"featured_media":14248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"coauthors":[],"class_list":{"0":"post-14245","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ad-tech"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"\nAnnonce Google : quel impact sur la publicit\u00e9 personnalis\u00e9e ? | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Todd Parsons, Chief 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