{"id":347384,"date":"2026-06-17T12:32:48","date_gmt":"2026-06-17T12:32:48","guid":{"rendered":"https:\/\/integralads.com\/?p=347384"},"modified":"2026-06-17T12:32:49","modified_gmt":"2026-06-17T12:32:49","slug":"lere-de-la-cdp-agentique-ias-et-databricks-redefinissent-le-ciblage-sans-cookie","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/lere-de-la-cdp-agentique-ias-et-databricks-redefinissent-le-ciblage-sans-cookie\/","title":{"rendered":"L\u2019\u00e8re de la CDP Agentique : IAS et Databricks Red\u00e9finissent le Ciblage sans Cookie"},"content":{"rendered":"\n

Les entreprises ont lourdement investi dans les syst\u00e8mes CRM, les plateformes de donn\u00e9es clients (CDP) et les data centers,\u00a0 pour finalement constater que la donn\u00e9e reste isol\u00e9e, loin de l’intelligence n\u00e9cessaire pour l’exploiter. Jusqu’\u00e0 pr\u00e9sent, faire le pont entre les deux n\u00e9cessitait un travail manuel fastidieux et l’intervention d’\u00e9quipes techniques dont la plupart des marketeurs n’ont pas le temps d’attendre. <\/p>\n\n\n\n

Ce que la CDP Agentique r\u00e9sout r\u00e9ellement<\/strong><\/h4>\n\n\n\n

Aujourd’hui, Databricks lance CustomerLake, une CDP Agentique int\u00e9gr\u00e9e nativement \u00e0 sa plateforme. Les CDP traditionnelles fonctionnent en marge du socle Data et IA central de l’entreprise, cr\u00e9ant un silo suppl\u00e9mentaire qu’il faut int\u00e9grer, gouverner et r\u00e9concilier. Une CDP Agentique, en revanche, int\u00e8gre des fonctionnalit\u00e9s cl\u00e9s (r\u00e9solution d’identit\u00e9, segmentation, activation) directement au c\u0153ur de la base de donn\u00e9es gouvern\u00e9e. Elle est con\u00e7ue pour permettre aux \u00e9quipes marketing de collaborer avec des agents IA, rempla\u00e7ant ainsi les workflows martech manuels et fragment\u00e9s par des campagnes g\u00e9r\u00e9es en toute autonomie.<\/p>\n\n\n\n


<\/em>Il ne s’agit pas d’une simple nouvelle fonctionnalit\u00e9 ; c’est une v\u00e9ritable transition vers un mod\u00e8le o\u00f9 l’intelligence op\u00e8re exactement l\u00e0 o\u00f9 r\u00e9sident vos donn\u00e9es clients, vos mod\u00e8les de machine learning et votre logique m\u00e9tier.<\/em><\/p>\n\n\n\n


Les \u00e9quipes marketing n’ont plus besoin d’ouvrir des tickets pour des requ\u00eates techniques. Elles acc\u00e8dent plus rapidement \u00e0 de meilleurs insights<\/em>, lib\u00e9rant ainsi les \u00e9quipes data pour des projets de plus grande envergure. Plus important encore, l’ensemble du syst\u00e8me fonctionne dans le respect strict des r\u00e8gles de conformit\u00e9 et de gouvernance d\u00e9j\u00e0 en place dans l’entreprise, sans cr\u00e9er de nouveaux silos ni dupliquer des donn\u00e9es sensibles.<\/p>\n\n\n\n


<\/strong>Comment le partenariat avec IAS valorise vos donn\u00e9es clients<\/strong><\/h4>\n\n\n\n

En tant que partenaire du lancement de CustomerLake<\/a>, IAS propose deux fonctionnalit\u00e9s puissantes pour aider les annonceurs \u00e0 tirer le meilleur parti de leurs donn\u00e9es first-party :
<\/p>\n\n\n\n

    \n
  1. Les marques peuvent relier leurs bases de donn\u00e9es aux signaux d’attention et contextuel d’IAS via des connexions “clean room” durables et s\u00e9curis\u00e9es, directement au sein de CustomerLake. En s’appuyant sur l’intelligence d’IAS (qui analyse plus de 300 milliards de transactions m\u00e9dias par jour), les clients peuvent superposer les interactions m\u00e9dias et m\u00e9triques de mesure \u2014 tels que l’affinit\u00e9 de contenu, la visibilit\u00e9 et la brand safety \u2014 pour enrichir leur vision client \u00e0 360\u00b0. R\u00e9sultat : une segmentation plus chirurgicale et des messages plus pertinents pour orienter les investissements m\u00e9dias.
    <\/li>\n\n\n\n
  2. Optimiser les audiences similaires (lookalike) gr\u00e2ce \u00e0 l’expertise m\u00e9dia d’IAS. Les clients peuvent enrichir leurs audiences propri\u00e9taires avec une compr\u00e9hension granulaire de la qualit\u00e9 m\u00e9dia. En analysant l’empreinte contextuelle et comportementale de vos cohortes, il devient possible d’identifier de nouvelles audiences similaires et de les cibler contextuellement, sans aucune d\u00e9pendance aux cookies tiers. Ces segments contextuels, issus d’une analyse client, peuvent \u00eatre cr\u00e9\u00e9s directement dans l’environnement CustomerLake, puis d\u00e9ploy\u00e9s par IAS via plusieurs DSP pour d\u00e9multiplier les opportunit\u00e9s de ciblage.<\/li>\n<\/ol>\n\n\n\n


    Ensemble, ces fonctionnalit\u00e9s ouvrent le champ des possibles. Imaginez demander \u00e0 votre agent IA de “trouver de nouveaux clients qui ressemblent \u00e0 nos meilleurs acheteurs”<\/em>. L’agent peut d\u00e9sormais cr\u00e9er et activer un ciblage contextuel bas\u00e9 sur de v\u00e9ritables signaux d’engagement. Offrant la garantie que les annonces publicitaires s’affichent dans les environnements les plus pertinents pour booster les conversions, gr\u00e2ce \u00e0 la solution d\u2019IA propri\u00e9taire d\u2019IAS.<\/p>\n\n\n\n


    L’importance cruciale de la couche Agentique<\/strong><\/h4>\n\n\n\n

    La v\u00e9ritable diff\u00e9rence r\u00e9side ici dans la vitesse d’ex\u00e9cution. Dans une configuration classique, croiser des signaux tiers avec vos propres donn\u00e9es est un projet de longue haleine impliquant plusieurs \u00e9quipes. Bien souvent, au moment o\u00f9 les donn\u00e9es sont enfin exploitables, la fen\u00eatre de tir de la campagne est d\u00e9j\u00e0 ferm\u00e9e.<\/p>\n\n\n\n


    Avec le workflow propuls\u00e9 par l’IA de CustomerLake, les signaux IAS alimentent vos donn\u00e9es en continu. Vos bases restent automatiquement \u00e0 jour. Lorsque vous lancez une campagne, vous travaillez avec les insights les plus frais du march\u00e9, et non avec une photographie obsol\u00e8te datant de plusieurs semaines.<\/p>\n\n\n\n


    C’est l\u00e0 que r\u00e9side la v\u00e9ritable avanc\u00e9e : il ne s’agit pas seulement d’avoir de meilleures donn\u00e9es, mais de les obtenir \u00e0 la vitesse qu’exige le mod\u00e8le agentique. Les agents IA, qui prennent des d\u00e9cisions sur la s\u00e9lection des audiences, l’optimisation des campagnes et la “Next-Best Action” (la prochaine meilleure action), ont besoin de signaux fiables et actualis\u00e9s en temps r\u00e9el. CustomerLake fournit l’infrastructure robuste de la CDP Agentique, tandis qu’IAS apporte la qualit\u00e9 m\u00e9dia et les signaux contextuels n\u00e9cessaires pour maximiser les performances marketing \u00e0 l’\u00e9chelle de l’entreprise.<\/p>\n\n\n\n


    Perspectives : Un nouveau standard pour l’AdTech<\/strong><\/h4>\n\n\n\n

    L’industrie publicitaire atteint un point de bascule o\u00f9 la transparence et l’intelligence s’int\u00e8grent directement dans l’infrastructure m\u00eame de la donn\u00e9e. En rendant les signaux IAS accessibles au sein de Databricks CustomerLake, nous nous assurons que la qualit\u00e9 m\u00e9dia \u00e9claire les d\u00e9cisions des publicitaires en amont, avec une efficacit\u00e9 in\u00e9dite.<\/p>\n\n\n\n


    Pour les marques qui cherchent \u00e0 maximiser le ROI de leurs donn\u00e9es first-party, l’alliance de CustomerLake et d’IAS offre un raccourci vers une connaissance client plus profonde, sans rajouter de complexit\u00e9 \u00e0 un \u00e9cosyst\u00e8me martech (stack technologique) souvent d\u00e9j\u00e0 satur\u00e9.<\/p>\n\n\n\n

    Pour d\u00e9couvrir comment IAS et Databricks peuvent transformer votre strat\u00e9gie d’audience, contactez votre repr\u00e9sentant IAS d\u00e8s aujourd’hui.
    <\/p>\n","protected":false},"excerpt":{"rendered":"

    Les entreprises ont lourdement investi dans les syst\u00e8mes CRM, les plateformes de donn\u00e9es clients (CDP) et les data centers,\u00a0 pour finalement constater que la donn\u00e9e reste isol\u00e9e, loin de l’intelligence n\u00e9cessaire pour l’exploiter. Jusqu’\u00e0 pr\u00e9sent, faire le pont entre les…<\/p>\n","protected":false},"author":66,"featured_media":347311,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[485,486],"tags":[],"class_list":["post-347384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-our-partners-fr"],"acf":[],"yoast_head":"\nL\u2019\u00e8re de la CDP Agentique : IAS et Databricks Red\u00e9finissent le Ciblage sans Cookie - 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\/lere-de-la-cdp-agentique-ias-et-databricks-redefinissent-le-ciblage-sans-cookie\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019\u00e8re de la CDP Agentique : IAS et Databricks Red\u00e9finissent le Ciblage sans Cookie\" \/>\n<meta property=\"og:description\" content=\"Les entreprises ont lourdement investi dans les syst\u00e8mes CRM, les plateformes de donn\u00e9es clients (CDP) et les data centers,\u00a0 pour finalement constater que la donn\u00e9e reste isol\u00e9e, loin de l’intelligence n\u00e9cessaire pour l’exploiter. 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