{"id":311992,"date":"2022-05-23T15:36:41","date_gmt":"2022-05-23T15:36:41","guid":{"rendered":"https:\/\/integralads.com\/insider\/contexte-buzzword-ou-realite-le-point-de-vue-de-bouygues-telecom-et-kr-wavemaker\/"},"modified":"2023-08-30T12:48:24","modified_gmt":"2023-08-30T12:48:24","slug":"contexte-buzzword-ou-realite-le-point-de-vue-de-bouygues-telecom-et-kr-wavemaker","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/contexte-buzzword-ou-realite-le-point-de-vue-de-bouygues-telecom-et-kr-wavemaker\/","title":{"rendered":"Contexte : Buzzword ou r\u00e9alit\u00e9\u00a0? Le point de vue de Bouygues Telecom et KR Wavemaker"},"content":{"rendered":"<p>Dans cette \u00e9mission d\u00e9di\u00e9e au ciblage contextuel, <strong>Programmatic Society<\/strong> re\u00e7oit&nbsp;<strong>Anne P\u00e9zard-Alix<\/strong>, Responsable Branding et BtoB, <strong>Bouygues Telecom<\/strong>,&nbsp;<strong>Aur\u00e9lie Chaux<\/strong>, Chief Operating Officer, <strong>KR Wavemaker,<\/strong> et&nbsp;<strong>Paul Chaumont<\/strong>, Senior Director of Product Management, <strong>Integral Ad Science <\/strong><strong>(pr\u00e9c\u00e9demment chez <\/strong><strong>Context<\/strong><strong>,<\/strong> soci\u00e9t\u00e9 fran\u00e7aise acquise par IAS en janvier 2022 et sp\u00e9cialis\u00e9e dans la classification des images et des vid\u00e9os). Ils d\u00e9taillent notamment pourquoi le ciblage contextuel est une solution pertinente et performante pour les agences et les annonceurs et comment cela fonctionne.<\/p>\n<p>Pour <strong>Anne-P\u00e9zard Alix<\/strong> et <strong>Aur\u00e9lie Chaux<\/strong> les principales raisons d\u2019utiliser des solutions contextuelles sont sensiblement les m\u00eame \u00e0 savoir&nbsp;:<\/p>\n<ul>\n<li>Contr\u00f4ler la diffusion tout en \u00e9vitant les limites et les travers de l\u2019usage des mots cl\u00e9s.<\/li>\n<li>Eviter les sites de d\u00e9sinformation et ne pas contribuer \u00e0 leur financement<\/li>\n<li>S\u2019adapter \u00e0 la suppression des cookies de certains navigateurs<\/li>\n<li>Augmenter la performance des campagnes, la coh\u00e9rence du message publicitaire avec les contextes dans lesquels il est diffus\u00e9, permettant un meilleur engagement des internautes<\/li>\n<li>Gagner en cr\u00e9dibilit\u00e9 pour la marque<\/li>\n<\/ul>\n<p><strong>Paul Chaumont<\/strong> rappelle que ces solutions reposent sur un triptyque fondamental \u00e0 savoir <strong>la technologie<\/strong>, qui permet gr\u00e2ce \u00e0 des algorithmes de comprendre les signaux, les images, le langage, les vid\u00e9os, etc, <strong>le produit<\/strong>, qui va croiser l\u2019analyse de tous les signaux pour leur donner leur v\u00e9ritable sens, et enfin, <strong>les normes du march\u00e9<\/strong> (GARM, IAB), afin que l\u2019ensemble du march\u00e9 partage les m\u00eames d\u00e9finitions de contenus et des cat\u00e9gories de contenus.<\/p>\n<p>Ces solutions sont d\u00e9j\u00e0 op\u00e9rationnelles chez IAS et permettent d\u2019analyser en temps r\u00e9el des articles, des images, des vid\u00e9os, des tweets, etc, et d\u2019agir sous r\u00e9serve que les solutions soient int\u00e9gr\u00e9es. Si KR Wavemaker et Bouygues ont d\u00e9j\u00e0 int\u00e9gr\u00e9 ces solutions, il s\u2019agit aujourd\u2019hui de les normaliser et de les industrialiser, et de pouvoir contr\u00f4ler les user generated contents. &nbsp;&nbsp;&nbsp;<\/p>\n<p>C\u00f4t\u00e9 agence comme c\u00f4t\u00e9 annonceur, oui le contextuel est une vraie alternative cr\u00e9dible \u00e0 la disparition des cookies&nbsp;; il permet d\u2019\u00eatre r\u00e9actif dans un monde en changement constant, d\u2019engager les internautes gr\u00e2ce \u00e0 des campagnes contextuellement pertinentes, et de cr\u00e9er une relation durable avec ses consommateurs.<\/p>\n<p>D\u00e9couvrez l\u2019int\u00e9gralit\u00e9 des r\u00e9ponses de Anne-P\u00e9rad Alix,Aur\u00e9lie Chaux et Paul Chaumont sur le ciblage contextuel dans cette vid\u00e9o.<\/p>\n<p>&nbsp;<\/p>\n<p><iframe width=\"600\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/TUhXySwpX8o\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans cette \u00e9mission d\u00e9di\u00e9e au ciblage contextuel, Programmatic Society re\u00e7oit&nbsp;Anne P\u00e9zard-Alix, Responsable Branding et BtoB, Bouygues Telecom,&nbsp;Aur\u00e9lie Chaux, Chief Operating Officer, KR Wavemaker, et&nbsp;Paul Chaumont, Senior Director of Product Management, Integral Ad Science (pr\u00e9c\u00e9demment chez Context, soci\u00e9t\u00e9 fran\u00e7aise acquise par&#8230;<\/p>\n","protected":false},"author":1,"featured_media":311993,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[],"class_list":["post-311992","post","type-post","status-publish","format-standard","has-post-thumbnail","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>Contexte : Buzzword ou r\u00e9alit\u00e9\u00a0? 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