{"id":3582,"date":"2020-01-23T18:25:07","date_gmt":"2020-01-23T17:25:07","guid":{"rendered":"http:\/\/mouillere.com\/universconvergents\/?p=3582"},"modified":"2020-01-23T18:25:07","modified_gmt":"2020-01-23T17:25:07","slug":"publicite-digitale-en-2020-protection-des-donnees-personnelles-roi-ciblage-contextuel-et-ott","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2020\/01\/23\/publicite-digitale-en-2020-protection-des-donnees-personnelles-roi-ciblage-contextuel-et-ott\/","title":{"rendered":"Publicit\u00e9 digitale en 2020: protection des donn\u00e9es personnelles, ROI, ciblage contextuel et OTT"},"content":{"rendered":"

Selon l\u2019\u00e9tude “Industry Pulse” d\u2019Integral Ad Science (IAS) men\u00e9e en Allemagne, Asie du Sud-Est, Australie, \u00c9tats-Unis, France, Japon et Royaume-Uni, les principaux d\u00e9fis des acteurs de la publicit\u00e9 digitale en 2020 sont la protection des donn\u00e9es personnelles, le ROI, le ciblage contextuel et la TV connect\u00e9e.<\/p>\n

<\/p>\n

La mise en conformit\u00e9 avec le RGPD reste la principale pr\u00e9occupation, notamment les limites aux techniques de ciblage bas\u00e9es sur les cookies, ce qui devrait orienter les acteurs vers le ciblage contextuel. En effet, de nombreux consommateurs d\u00e9clarent qu\u2019ils arr\u00eateraient d\u2019utiliser les produits de marques dont les publicit\u00e9s appara\u00eetraient pr\u00e8s de contenus de faible qualit\u00e9 ou peu recommandables.<\/p>\n

L\u2019\u00e9valuation du ROI des campagnes reste \u00e9galement un point essentiel.<\/p>\n

Enfin, l\u2019OTT devrait acc\u00e9l\u00e9rer la transition du mode de consommation des m\u00e9dias et des d\u00e9penses en publicit\u00e9 de la TV lin\u00e9aire vers le digital.<\/p>\n

https:\/\/www.offremedia.com\/donnees-ciblage-et-tv-connectee-parmi-les-enjeux-de-lindustrie-publicitaire-digitale-en-2020-en<\/a><\/p>\n

https:\/\/insider.integralads.com\/fr\/tendances-de-la-publicite-digitale-en-2020\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Selon l\u2019\u00e9tude “Industry Pulse” d\u2019Integral Ad Science (IAS) men\u00e9e en Allemagne, Asie du Sud-Est, Australie, \u00c9tats-Unis, France, Japon et Royaume-Uni, les principaux d\u00e9fis des acteurs de la publicit\u00e9 digitale en… <\/p>\n","protected":false},"author":1,"featured_media":3584,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[10,2,16,28],"tags":[5,65],"class_list":["post-3582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-audiovisuel","category-big-data","category-donnees-personnelles","category-publicite-marketing-communication","tag-ott","tag-rgpd"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/01\/nl2179-entete-ias.png?fit=1008%2C700&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-VM","jetpack-related-posts":[{"id":2180,"url":"https:\/\/mouillere.com\/universconvergents\/2016\/10\/26\/les-72-questions-posees-aux-annonceurs-relatives-a-la-situation-concurrentielle-du-secteur-de-la-publicite-sur-internet-et-limportance-de-lexploitation-des-donnees\/","url_meta":{"origin":3582,"position":0},"title":"Les 72 questions pos\u00e9es aux annonceurs relatives \u00e0 la situation concurrentielle du secteur de la publicit\u00e9 sur Internet et l’importance de l’exploitation des donn\u00e9es","author":"Fred","date":"26 octobre 2016","format":false,"excerpt":"L'Autorit\u00e9 de la concurrence s'est enfin d\u00e9cid\u00e9e de se saisir \u00e0 nouveau pour avis pour \u00e9valuer la situation concurrentielle du secteur de la publicit\u00e9 sur Internet et l'importance de l'exploitation des donn\u00e9es, six ans apr\u00e8s son premier avis sur ce secteur (avis 10-A-29 du 14 d\u00e9cembre 2010 sur le fonctionnement\u2026","rel":"","context":"Dans "Audiovisuel"","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/10\/2016-10-26_232530.jpg?fit=681%2C302&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":3552,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/01\/15\/projet-de-recommandations-cnil-sur-la-publicite-ciblee\/","url_meta":{"origin":3582,"position":1},"title":"Projet de recommandations CNIL sur la publicit\u00e9 cibl\u00e9e","author":"Fred","date":"15 janvier 2020","format":false,"excerpt":"Apr\u00e8s six mois de concertation, la CNIL vient de publier son projet de recommandation relatif aux cookies et autres traceurs publicitaires afin d'\u00e9clairer les \u00e9diteurs sur les bonnes pratiques \u00e0 suivre en mati\u00e8re de d\u00e9p\u00f4t de cookies et de consentement de l\u2019internaute. La CNIL a d\u00e9j\u00e0 eu l'occasion de rappeler\u2026","rel":"","context":"Dans "Donn\u00e9es personnelles"","block_context":{"text":"Donn\u00e9es personnelles","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/donnees-personnelles\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/06\/6640564215_b3dc3f033d.jpg?fit=450%2C287&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":3101,"url":"https:\/\/mouillere.com\/universconvergents\/2019\/10\/11\/le-consentement-explicite-aux-cookies-et-traceurs-publicitaires\/","url_meta":{"origin":3582,"position":2},"title":"Le consentement explicite aux cookies et traceurs publicitaires","author":"Fred","date":"11 octobre 2019","format":false,"excerpt":"Alors que Lib\u00e9ration vient d'annoncer la suppression de tous les traceurs publicitaires de son site et de ses applications pour ses abonn\u00e9s afin de mieux prot\u00e9ger leurs donn\u00e9es personnelles, et que la Cour de Justice de l'Union Europ\u00e9enne (CJUE) a confirm\u00e9 qu'une case coch\u00e9e par d\u00e9faut ne vaut pas consentement,\u2026","rel":"","context":"Dans "Big Data"","block_context":{"text":"Big Data","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/big-data\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/06\/6640564215_b3dc3f033d.jpg?fit=450%2C287&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2573,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/07\/23\/le-programmatique-est-partout\/","url_meta":{"origin":3582,"position":3},"title":"Le programmatique est partout","author":"Fred","date":"23 juillet 2017","format":false,"excerpt":"Le JDNet consacre un article sur le programmatique \u00e0 la TV (PTV) alliant la puissance du canal TV pour la notori\u00e9t\u00e9 d'une marque \u00e0 celle du \u00a0num\u00e9rique\u00a0comme canal privil\u00e9gi\u00e9 du\u00a0marketing direct (ciblage et personnalisation). La PTV s'appuie sur l'impact et l'\u00e9chelle de la t\u00e9l\u00e9vision, mais de mani\u00e8re plus cibl\u00e9e que\u2026","rel":"","context":"Dans "Audiovisuel"","block_context":{"text":"Audiovisuel","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/audiovisuel\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/217692.gif?fit=324%2C207&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":5386,"url":"https:\/\/mouillere.com\/universconvergents\/2023\/02\/14\/vers-un-ecosysteme-de-la-pub-digitale-plus-transparent-equilibre-et-durable\/","url_meta":{"origin":3582,"position":4},"title":"Vers un \u00e9cosyst\u00e8me de la pub digitale plus transparent, \u00e9quilibr\u00e9 et durable","author":"Fred","date":"14 f\u00e9vrier 2023","format":false,"excerpt":"L'\u00e9tude command\u00e9e par la Commission Europ\u00e9enne \"on the impact of recent developments in digital advertising on privacy, publishers and advertisers\" traite des relations entre interm\u00e9diaires, des plateformes, des annonceurs et des \u00e9diteurs, de l'impact sur la vie priv\u00e9e, la soci\u00e9t\u00e9 et l'environnement. La publicit\u00e9 digitale est devenue plus importante que\u2026","rel":"","context":"Dans "Donn\u00e9es personnelles"","block_context":{"text":"Donn\u00e9es personnelles","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/donnees-personnelles\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.jpg?fit=1200%2C746&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.jpg?fit=1200%2C746&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.jpg?fit=1200%2C746&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.jpg?fit=1200%2C746&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.jpg?fit=1200%2C746&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":3263,"url":"https:\/\/mouillere.com\/universconvergents\/2019\/11\/04\/la-collecte-de-masse-des-donnees-personnelles-a-des-fins-douanieres-et-fiscales\/","url_meta":{"origin":3582,"position":5},"title":"La collecte de masse des donn\u00e9es personnelles \u00e0 des fins douani\u00e8res et fiscales","author":"Fred","date":"4 novembre 2019","format":false,"excerpt":"La CNIL a rendu un avis r\u00e9serv\u00e9 sur le Projet de Loi de Finances pour 2020 (PLF) qui pr\u00e9voit une collecte de masse des donn\u00e9es personnelles sur les r\u00e9seaux sociaux (Twitter, Facebook, Instagram, etc.) et les plateformes d'e-commerce (Amazon, Le Bon Coin, Ebay, etc.)\u00a0 pour lutter contre les infractions douani\u00e8res\u2026","rel":"","context":"Dans "Big Data"","block_context":{"text":"Big Data","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/big-data\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2015\/06\/6640564215_b3dc3f033d.jpg?fit=450%2C287&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/3582","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/comments?post=3582"}],"version-history":[{"count":2,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/3582\/revisions"}],"predecessor-version":[{"id":3585,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/3582\/revisions\/3585"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media\/3584"}],"wp:attachment":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media?parent=3582"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/categories?post=3582"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/tags?post=3582"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}