{"id":5386,"date":"2023-02-14T23:36:56","date_gmt":"2023-02-14T22:36:56","guid":{"rendered":"https:\/\/mouillere.com\/universconvergents\/?p=5386"},"modified":"2023-02-15T17:33:45","modified_gmt":"2023-02-15T16:33:45","slug":"vers-un-ecosysteme-de-la-pub-digitale-plus-transparent-equilibre-et-durable","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2023\/02\/14\/vers-un-ecosysteme-de-la-pub-digitale-plus-transparent-equilibre-et-durable\/","title":{"rendered":"Vers un \u00e9cosyst\u00e8me de la pub digitale plus transparent, \u00e9quilibr\u00e9 et durable"},"content":{"rendered":"<p>L&#8217;\u00e9tude command\u00e9e par la Commission Europ\u00e9enne &#8220;on the impact of recent developments in digital advertising on privacy, publishers and advertisers&#8221; traite des relations entre interm\u00e9diaires, des plateformes, des annonceurs et des \u00e9diteurs, de l&#8217;impact sur la vie priv\u00e9e, la soci\u00e9t\u00e9 et l&#8217;environnement.<\/p>\n<p><!--more--><\/p>\n<p>La publicit\u00e9 digitale est devenue plus importante que tous les autres m\u00e9dias mais les \u00e9diteurs europ\u00e9ens n&#8217;ont per\u00e7u que des miettes de cette croissance tandis que Google et Meta voient leurs revenus croitre de 10 \u00e0 60 % par an. Tous les annonceurs et \u00e9diteurs d\u00e9crivent leurs relations avec les plateformes comme \u00e9tant abusives, agressives, asym\u00e9triques&#8221;, etc. compte tenu du manque de transparence des plateformes sur la performance et sur la fa\u00e7on d&#8217;utiliser les datas, ce qui renforce leur position dominante sur le march\u00e9.<\/p>\n<p>L&#8217;\u00e9tude recommande de :<\/p>\n<ol>\n<li>R\u00e9\u00e9quilibrer le march\u00e9 en interdisant aux interm\u00e9diaires publicitaire d&#8217;\u00eatre des Data Controler en les limitant au r\u00f4le de Data Processor, et aux gatekeepers de cibler \u00e0 des fins publicitaires;<\/li>\n<li>Renforcer le contr\u00f4le des individus sur leurs donn\u00e9es par la cr\u00e9ation d&#8217;une interface unique ou les individus peuvent indiquer leurs pr\u00e9f\u00e9rences pour le traitement de la donn\u00e9e et le ciblage au travers de tout l&#8217;\u00e9cosyst\u00e8me;<\/li>\n<li>Am\u00e9liorer la transparence en permettant \u00e0 des analystes ind\u00e9pendants d&#8217;acc\u00e9der aux data des plateformes et de publier des analyses des diff\u00e9rents mod\u00e8les publicitaires, accessible \u00e0 tous.<\/li>\n<\/ol>\n<iframe src=\"\/\/docs.google.com\/viewer?url=https%3A%2F%2Fmouillere.com%2Funiversconvergents%2Fwp-content%2Fuploads%2F2023%2F02%2F2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.pdf&hl=fr&embedded=true\" class=\"gde-frame\" style=\"width:100%; height:500px; border: none;\" scrolling=\"no\"><\/iframe>\n<p class=\"gde-text\"><a href=\"https:\/\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/02\/2023-01-31-EU-Study-on-the-impact-of-recent-developments-in-digital.pdf\" class=\"gde-link\">T\u00e9l\u00e9charger (PDF, 4.59Mo)<\/a><\/p>\n<p><a href=\"https:\/\/www.petitweb.fr\/tendance\/letude-de-lue-sur-le-marche-de-la-pub-digitale-met-les-pieds-dans-le-plat\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.petitweb.fr\/tendance\/letude-de-lue-sur-le-marche-de-la-pub-digitale-met-les-pieds-dans-le-plat\/<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;\u00e9tude command\u00e9e par la Commission Europ\u00e9enne &#8220;on the impact of recent developments in digital advertising on privacy, publishers and advertisers&#8221; traite des relations entre interm\u00e9diaires, des plateformes, des annonceurs et&hellip; <\/p>\n","protected":false},"author":1,"featured_media":5390,"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":[16,74,28],"tags":[],"class_list":["post-5386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-donnees-personnelles","category-it","category-publicite-marketing-communication"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"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=2092%2C1300&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-1oS","jetpack-related-posts":[{"id":5575,"url":"https:\/\/mouillere.com\/universconvergents\/2023\/06\/14\/le-demantelement-en-europe-dun-calimero\/","url_meta":{"origin":5386,"position":0},"title":"Le d\u00e9mant\u00e8lement en Europe d&#8217;un Calimero","author":"Fred","date":"14 juin 2023","format":false,"excerpt":"A l'instar de l\u2019administration am\u00e9ricaine, la commission europ\u00e9enne a ouvert une enqu\u00eate pour abus de position dominante \u00e0 l\u2019encontre de Google sur le march\u00e9 de la publicit\u00e9 programmatique pr\u00e9conisant le d\u00e9mant\u00e8lement du groupe. Comme le d\u00e9crit parfaitement Me Etienne WERY dans un article consacr\u00e9 au projet de d\u00e9mant\u00e8lement de Google,\u2026","rel":"","context":"Dans &quot;Internet&quot;","block_context":{"text":"Internet","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/internet\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/06\/Google-antitrust.jpg?fit=640%2C353&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/06\/Google-antitrust.jpg?fit=640%2C353&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2023\/06\/Google-antitrust.jpg?fit=640%2C353&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":2563,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/07\/14\/gravity-et-skyline-nouvelles-alliances-face-au-duopole-google-et-facebook\/","url_meta":{"origin":5386,"position":1},"title":"Gravity et Skyline, nouvelles alliances face au duopole Google et Facebook","author":"Fred","date":"14 juillet 2017","format":false,"excerpt":"Le duopole Google et Facebook repr\u00e9sente 70% des investissements publicitaires gr\u00e2ce \u00e0 l'exploitation massive des donn\u00e9es des utilisateurs. Deux soci\u00e9t\u00e9s am\u00e9ricaines se partagent donc le march\u00e9 de la data et de la publicit\u00e9 en payant par ailleurs un minimum d'imp\u00f4ts en France. Quelle serait la position de l'administration am\u00e9ricaine si\u2026","rel":"","context":"Dans &quot;Audiovisuel&quot;","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\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/07\/nl1630-image-slide1-gravity.png?fit=1200%2C669&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"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":5386,"position":2},"title":"Les 72 questions pos\u00e9es aux annonceurs relatives \u00e0 la situation concurrentielle du secteur de la publicit\u00e9 sur Internet et l&#8217;importance de l&#8217;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 &quot;Audiovisuel&quot;","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":7044,"url":"https:\/\/mouillere.com\/universconvergents\/2026\/03\/31\/influenceurs-concurrence\/","url_meta":{"origin":5386,"position":3},"title":"Influenceurs &#038; Concurrence","author":"Fred","date":"31 mars 2026","format":false,"excerpt":"Le secteur de la cr\u00e9ation de contenu vid\u00e9o en ligne en France a connu une transformation radicale en quinze ans, passant d'une pratique amateur \u00e0 une fili\u00e8re structur\u00e9e de l'industrie audiovisuelle, comptant plus de 150 000 cr\u00e9ateurs professionnels en 2024. L'\u00e9conomie globale de la cr\u00e9ation de contenu est estim\u00e9e \u00e0\u2026","rel":"","context":"Dans &quot;IT&quot;","block_context":{"text":"IT","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2026\/03\/Ecosysteme%402x-scaled.png?fit=1200%2C790&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2026\/03\/Ecosysteme%402x-scaled.png?fit=1200%2C790&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2026\/03\/Ecosysteme%402x-scaled.png?fit=1200%2C790&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2026\/03\/Ecosysteme%402x-scaled.png?fit=1200%2C790&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2026\/03\/Ecosysteme%402x-scaled.png?fit=1200%2C790&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":5307,"url":"https:\/\/mouillere.com\/universconvergents\/2022\/10\/16\/le-digital-market-act-dma\/","url_meta":{"origin":5386,"position":4},"title":"Le Digital Market Act (DMA)","author":"Fred","date":"16 octobre 2022","format":false,"excerpt":"Encadrant les relations entre les GAFAM (Google, Apple, Facebook, Amazon, Microsoft) et autres BATX (Baidu, Alibaba, Tencent, Xiaomi) avec les entreprises utilisatrices pour assurer une meilleure concurrence, le DMA a \u00e9t\u00e9 publi\u00e9 le 12\/10\/2022 au JO de l'UE. Contrairement au Digital Services Act (DSA) s'appliquant \u00e0 toutes les entreprises proposant\u2026","rel":"","context":"Dans &quot;IT&quot;","block_context":{"text":"IT","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/10\/CloudServices.jpg?fit=1200%2C819&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/10\/CloudServices.jpg?fit=1200%2C819&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/10\/CloudServices.jpg?fit=1200%2C819&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/10\/CloudServices.jpg?fit=1200%2C819&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2022\/10\/CloudServices.jpg?fit=1200%2C819&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":4831,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/12\/16\/digital-services-act-digital-market-act-contre-la-colonisation-du-monde-numerique\/","url_meta":{"origin":5386,"position":5},"title":"Digital Services Act &#038; Digital Market Act contre la colonisation du monde num\u00e9rique","author":"Fred","date":"16 d\u00e9cembre 2020","format":false,"excerpt":"Il aura fallu 20 ans, une \u00e9ternit\u00e9 dans le monde num\u00e9rique, pour que la commission europ\u00e9enne se d\u00e9cide enfin \u00e0 r\u00e9viser les r\u00e8gles obsol\u00e8tes avant m\u00eame leur mise en application de la directive e-commerce de 2000 et les d\u00e9rives pr\u00e9toriennes rendant irresponsables au sens propre comme au sens figur\u00e9 les\u2026","rel":"","context":"Dans &quot;IT&quot;","block_context":{"text":"IT","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=700%2C400 2x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5386","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=5386"}],"version-history":[{"count":4,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5386\/revisions"}],"predecessor-version":[{"id":5392,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/5386\/revisions\/5392"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media\/5390"}],"wp:attachment":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media?parent=5386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/categories?post=5386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/tags?post=5386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}