{"id":311924,"date":"2020-06-10T04:00:00","date_gmt":"2020-06-10T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\/"},"modified":"2023-08-30T13:33:16","modified_gmt":"2023-08-30T13:33:16","slug":"dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\/","title":{"rendered":"Dans un monde sans cookies, le contextuel retrouve sa l\u00e9gitimit\u00e9"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong><i>Jean-Christophe Wack, Director of Solutions Engineering, EMEA, Integral Ad Science<\/i><\/strong><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ces derniers mois, les nuages s&#8217;amoncellent au dessus du ciblage publicitaire par utilisateur tel qu\u2019il existe encore en grande majorit\u00e9 \u00e0 l\u2019heure actuelle. En effet, sur le web, cela passe souvent par la pose de cookies (tiers pour les annonceurs, propri\u00e9taires pour le cas des walled-gardens) sur les navigateurs des internautes. La version 83 de Chrome bloque les cookies tiers en mode Incognito \u00e0 compter de mai 2020, la fin des cookies tiers au global est annonc\u00e9e sur Chrome d\u2019ici deux ans, les cookies tiers ne sont d\u00e9j\u00e0 plus les bienvenus sur Safari mobile par d\u00e9faut depuis un bon bout de temps&#8230;Il appara\u00eet clairement que &#8211; pour les annonceurs &#8211; <strong>les cookies ne seront bient\u00f4t plus l\u2019outil de choix pour cibler le bon utilisateur au bon moment<\/strong> (<\/span><i><span style=\"font-weight: 400;\">pun intended<\/span><\/i><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dans ce contexte, comment sortir du mod\u00e8le existant et sur quoi basculer ? Il y a bien s\u00fbr la possibilit\u00e9 pour les annonceurs de demander explicitement aux internautes d\u2019accepter leurs cookies. Mais le reach va s\u2019en trouver grandement impact\u00e9. L\u2019option de l\u2019<strong>ID unique<\/strong> par utilisateur est aussi une possibilit\u00e9, mais qui ne peut fonctionner qu\u2019en environnement logu\u00e9 ou bien via les <strong>IDs des stacks techniques<\/strong> qui sont bien souvent aux mains des walled gardens. Le <strong>ciblage probabiliste<\/strong> (\u00e0 grand coup de Big Data et de machine learning) est \u00e9galement une piste explor\u00e9e par certains, mais il lui reste encore \u00e0 faire preuve de sa pertinence et son efficacit\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reste alors le bon vieux <strong>ciblage contextuel<\/strong>. Mais attention ! Celui-ci a aussi \u00e9volu\u00e9 ces derni\u00e8res ann\u00e9es. Il n\u2019est plus seulement limit\u00e9 \u00e0 l&#8217;acquisition d\u2019inventaire sur certains sites sp\u00e9cialis\u00e9s mais peut se faire sur un large environnement, \u00e0 l\u2019aide d\u2019une solution de ciblage contextuel avanc\u00e9, telle que celle propos\u00e9e par Integral Ad Science suite au rachat de la technologie ADmantX en 2019.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour rappel, <strong>toutes les solutions propos\u00e9es par Integral Ad Science fonctionnent sans cookie<\/strong> et respectent totalement les r\u00e8gles du RGPD en place \u00e0 l\u2019heure actuelle. IAS ne r\u00e9cup\u00e8re aucune donn\u00e9e utilisateur, mis \u00e0 par l\u2019adresse IP envoy\u00e9e par la requ\u00eate HTTP, et celle-ci n\u2019est stock\u00e9e que dans le cas d\u2019une adresse IP av\u00e9r\u00e9e frauduleuse, en conformit\u00e9 avec l\u2019article (47) de la <\/span><a href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/PDF\/?uri=CELEX:32016R0679&amp;from=EN\"><span style=\"font-weight: 400;\">r\u00e9gulation RGPD du 27 avril 2016<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gr\u00e2ce au ciblage contextuel propos\u00e9 par IAS, les annonceurs peuvent maintenant appr\u00e9hender l\u2019\u00e8re du \u201csans cookie\u201d de mani\u00e8re beaucoup plus sereine, en conservant le contr\u00f4le de leur cadre de diffusion sans restreindre l\u2019inventaire disponible et en passant d\u2019une logique de Brand Safety \u00e0 une logique de Brand Suitability, qui ne se limitera pas seulement \u00e0 prot\u00e9ger leur image de marque mais plut\u00f4t \u00e0 la renforcer par une diffusion dans un contexte qui mettra celle-ci en valeur. <strong>IAS propose non seulement aux marques plus de 1200 cat\u00e9gories de ciblage contextuel, mais aussi la possibilit\u00e9 de cr\u00e9er leurs propres segments de Brand Suitability en incluant les notions de sentiments et \u00e9motions<\/strong>. Le tout est bas\u00e9 sur une technologie d\u2019analyse s\u00e9mantique de la page en temps r\u00e9el et est int\u00e9gr\u00e9 petit \u00e0 petit dans tous les outils classiques propos\u00e9s par IAS, depuis le tag de monitoring (buy-side et sell-side) jusqu\u2019aux ciblages pr\u00e9-impression dans les DSP et les Ad Serveurs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour tout renseignement sur ces nouvelles solutions IAS ainsi que sur la protection des donn\u00e9es utilisateur par IAS, n\u2019h\u00e9sitez pas \u00e0 vous adresser \u00e0 votre contact IAS d\u00e8s maintenant ou contactez infoFR@integralads.com.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il appara\u00eet clairement que &#8211; pour les annonceurs &#8211; les cookies ne seront bient\u00f4t plus l\u2019outil de choix pour cibler le bon utilisateur au bon moment.<\/p>\n","protected":false},"author":1,"featured_media":293710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,472],"tags":[],"class_list":["post-311924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-ciblage-contextuel"],"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>Dans un monde sans cookies, le contextuel retrouve sa l\u00e9gitimit\u00e9 - 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\/insider\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dans un monde sans cookies, le contextuel retrouve sa l\u00e9gitimit\u00e9\" \/>\n<meta property=\"og:description\" content=\"Il appara\u00eet clairement que - pour les annonceurs - les cookies ne seront bient\u00f4t plus l\u2019outil de choix pour cibler le bon utilisateur au bon moment.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-10T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T13:33:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Contextual_intelligence_WB_Insiderheader-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"625\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Dans un monde sans cookies, le contextuel retrouve sa l\u00e9gitimit\u00e9\",\"datePublished\":\"2020-06-10T04:00:00+00:00\",\"dateModified\":\"2023-08-30T13:33:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\\\/\"},\"wordCount\":620,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/dans-un-monde-sans-cookies-le-contextuel-retrouve-sa-legitimite\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/Contextual_intelligence_WB_Insiderheader-1.png\",\"articleSection\":[\"Brand Safety &amp; 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