{"id":312056,"date":"2016-07-29T04:00:00","date_gmt":"2016-07-29T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\/"},"modified":"2024-10-26T09:48:04","modified_gmt":"2024-10-26T09:48:04","slug":"france-le-parisien-internet-la-chasse-aux-robots-de-la-pub","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\/","title":{"rendered":"France | Le Parisien: Internet &#8211; la chasse aux robots de la pub"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Derri\u00e8re la croissance mirobolante de la publicit\u00e9 num\u00e9rique, les pratiques frauduleuses &#8211;clics dus \u00e0 des robots, audiences trafiqu\u00e9es et autre vols de donn\u00e9es&#8211; se multiplient et rendent nerveux les annonceurs qui aimeraient que le secteur de la pub fasse le m\u00e9nage.<\/span><\/span><\/span><\/span><\/p>\n<p>&#8220;Le gros des fraudes est d\u00fb \u00e0 la g\u00e9n\u00e9ration de trafic non humain, essentiellement des robots (ou &#8220;bots&#8221;) qui simulent des visites, avec toutes sortes de techniques&#8221;, explique S\u00e9bastien Leroyer, analyste du cabinet PwC.<\/p>\n<p>Ces &#8220;bots&#8221; sont des programmes de plus en plus sophistiqu\u00e9s capables de visiter une page web, de la d\u00e9rouler, de cliquer sur des banni\u00e8res, de d\u00e9clencher une vid\u00e9o, bref d&#8217;imiter le comportement d&#8217;un humain sur internet.<\/p>\n<p>Leur utilisation permet de falsifier les chiffres d&#8217;audience des sites, de faire croire que des consommateurs potentiels ont cliqu\u00e9 sur une publicit\u00e9, et donc de trafiquer les donn\u00e9es qui servent \u00e0 faire payer les annonceurs et \u00e0 r\u00e9mun\u00e9rer l&#8217;\u00e9cosyst\u00e8me.<\/p>\n<p>L&#8217;Union des annonceurs am\u00e9ricains, l&#8217;ANA, a estim\u00e9 cette ann\u00e9e \u00e0 7,2 milliards de dollars le montant de la fraude, soit 5% environ du march\u00e9 de la pub num\u00e9rique au niveau mondial.<\/p>\n<p>Mais le probl\u00e8me repr\u00e9senterait d\u00e9j\u00e0 de 10% \u00e0 30% du march\u00e9, selon la F\u00e9d\u00e9ration mondiale des annonceurs, la WFA, qui a sonn\u00e9 l&#8217;alarme dans un rapport pour sensibiliser les marques.<\/p>\n<p>Souvent, &#8220;la fraude est g\u00e9n\u00e9r\u00e9e par de petits sites dont la seule raison d&#8217;\u00eatre est de capturer illicitement une partie du g\u00e2teau publicitaire digital qui est de plus en plus important&#8221;, et comme &#8220;ils sont au Br\u00e9sil, en Inde, en Russie etc., ils sont inatteignables&#8221;, explique Yann Le Roux, directeur g\u00e9n\u00e9ral France de la soci\u00e9t\u00e9 Integral Ad Science.<\/p>\n<p>En savoir plus sur Le Parisien<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Derri\u00e8re la croissance mirobolante de la publicit\u00e9 num\u00e9rique, les pratiques frauduleuses se multiplient et rendent nerveux les annonceurs qui aimeraient que le secteur de la pub fasse le m\u00e9nage.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312056","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>France | Le Parisien: Internet - la chasse aux robots de la pub - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/fr\/news\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | Le Parisien: Internet - la chasse aux robots de la pub\" \/>\n<meta property=\"og:description\" content=\"Derri\u00e8re la croissance mirobolante de la publicit\u00e9 num\u00e9rique, les pratiques frauduleuses se multiplient et rendent nerveux les annonceurs qui aimeraient que le secteur de la pub fasse le m\u00e9nage.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-26T09:48:04+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\\\/\",\"name\":\"France | Le Parisien: Internet - la chasse aux robots de la pub - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"datePublished\":\"2016-07-29T04:00:00+00:00\",\"dateModified\":\"2024-10-26T09:48:04+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/news\\\/france-le-parisien-internet-la-chasse-aux-robots-de-la-pub\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"France | Le Parisien: Internet &#8211; 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