{"id":58874,"date":"2024-03-26T17:04:25","date_gmt":"2024-03-26T16:04:25","guid":{"rendered":"https:\/\/click2buy.com\/\/?p=58874"},"modified":"2024-07-03T11:41:58","modified_gmt":"2024-07-03T09:41:58","slug":"le-retail-media-a-lere-de-lia-et-du-cookieless-vers-une-publicite-plus-intelligente","status":"publish","type":"post","link":"https:\/\/click2buy.com\/fr\/le-retail-media-a-lere-de-lia-et-du-cookieless-vers-une-publicite-plus-intelligente\/","title":{"rendered":"Le Retail Media \u00e0 l&rsquo;\u00e8re de l&rsquo;IA et du cookieless : vers une publicit\u00e9 plus intelligente"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Le paysage de la publicit\u00e9 digitale est en pleine mutation. En effet, <a href=\"https:\/\/www.cnil.fr\/fr\/privacy-sandbox-sur-google-chrome-quelles-consequences-pour-les-utilisateurs\">la fin des cookies tiers<\/a> et la mont\u00e9e en puissance de l&rsquo;intelligence artificielle (IA) obligent les acteurs du marketing digital \u00e0 optimiser leurs strat\u00e9gies pour continuer \u00e0 atteindre leurs audiences de mani\u00e8re efficace. Dans cet article, nous parlerons des innovations possibles li\u00e9es \u00e0 ces deux aspects et leur impact sur l&rsquo;avenir du Retail Media.<\/span><\/p>\n<h2>1. Le Retail Media : automatisation et pr\u00e9cision<\/h2>\n<p><span style=\"font-weight: 400;\">Le Retail Media utilise des technologies automatis\u00e9es pour diffuser des publicit\u00e9s personnalis\u00e9es sur les sites e-commerce des retailers. Cette approche offre de nombreux avantages aux annonceurs, tels que :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Un meilleure ciblage :<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> Les publicit\u00e9s peuvent \u00eatre diffus\u00e9es aux audiences les plus susceptibles d&rsquo;\u00eatre int\u00e9ress\u00e9es par les produits ou services propos\u00e9s, en fonction de leur profil d&rsquo;achat, de leur navigation et d&rsquo;autres donn\u00e9es.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Une efficacit\u00e9 optimis\u00e9e :<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> Les campagnes peuvent \u00eatre optimis\u00e9es en temps r\u00e9el pour maximiser le retour sur investissement (ROI) et atteindre les objectifs marketing d\u00e9finis.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>De la transparence : <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Les annonceurs disposent d&rsquo;une meilleure visibilit\u00e9 sur les performances de leurs campagnes et peuvent suivre l&rsquo;impact de leurs investissements publicitaires.<\/span><\/span><\/li>\n<\/ul>\n<h2>2. La fin des cookies tiers : opportunit\u00e9 ou menace ?<\/h2>\n<h3><strong>Le Retail Media est cookieless<\/strong><\/h3>\n<p>L&rsquo;abandon progressif des cookies tiers d\u2019ici 2024 a sem\u00e9 l&rsquo;inqui\u00e9tude parmi les professionnels du marketing, car ces derniers \u00e9taient justement utilis\u00e9s pour collecter des donn\u00e9es et suivre les audiences. Mais cette annonce est aussi une chance de red\u00e9finir les pratiques publicitaires. Sans ces trackers, la question de la confiance et de la transparence envers les consommateurs prend une nouvelle dimension.<\/p>\n<p>Pour maintenir la personnalisation des publicit\u00e9s, <strong>les acteurs du Retail Media n\u2019ont pas besoin de cookies tiers !<\/strong><\/p>\n<p>Par cons\u00e9quent, le Retail Media devient une opportunit\u00e9 unique pour les marques de g\u00e9n\u00e9rer du chiffre d\u2019affaires, et pour les retailers, de mon\u00e9tiser davantage leurs espaces publicitaires !<\/p>\n<h3><strong>Tracker les performances : tout se passe sur le site du retailer<\/strong><\/h3>\n<p>Pour rappel, les diff\u00e9rents espaces publicitaires disponibles sur les sites e-commerce des retailers sont achet\u00e9s via un syst\u00e8me d&rsquo;ench\u00e8res pour une dur\u00e9e d\u00e9termin\u00e9e par des annonceurs en direct ou via des plateformes de Retail Media qui mettent \u00e0 disposition leurs audiences et leurs donn\u00e9es aux annonceurs.<\/p>\n<p><em>Exemple : Un annonceur X choisit le retailer Y pour afficher sa banni\u00e8re publicitaire qui redirige vers une cat\u00e9gorie produit, une fiche produit ou une landing page sur le site du retailer. Ici, le visiteur ne sort pas du site du retailer. Donc si le visiteur clique sur la banni\u00e8re de l\u2019annonceur, il est redirig\u00e9 vers la cat\u00e9gorie produit de la marque pr\u00e9sente sur le site du retailer.<\/em><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-58877 \" src=\"https:\/\/click2buy.com\/\/wp-content\/uploads\/2024\/03\/Visuel-article-RM-et-IA.png\" alt=\"visuel article rm et ia\" width=\"663\" height=\"442\" srcset=\"https:\/\/click2buy.com\/wp-content\/uploads\/2024\/03\/Visuel-article-RM-et-IA.png 1920w, https:\/\/click2buy.com\/wp-content\/uploads\/2024\/03\/Visuel-article-RM-et-IA-1536x1024.png 1536w, https:\/\/click2buy.com\/wp-content\/uploads\/2024\/03\/Visuel-article-RM-et-IA-2048x1365.png 2048w, https:\/\/click2buy.com\/wp-content\/uploads\/2024\/03\/Visuel-article-RM-et-IA-610x407.png 610w\" sizes=\"(max-width: 663px) 100vw, 663px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Maintenant que cela est dit, comment obtenir les performances d\u2019une campagne ? <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Une fois qu\u2019une campagne est termin\u00e9e, <\/span><b>c\u2019est au retailer de fournir un rapport des performances aux plateformes de Retail Media ou \u00e0 l\u2019annonceur directement<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les donn\u00e9es collect\u00e9es par les retailers comme les clics, les impressions ou les ventes suite \u00e0 la campagne sont donc transmises aux annonceurs directement ou indirectement via les plateformes de Retail Media.<\/span><\/p>\n<h2>3. L&rsquo;IA et l&rsquo;optimisation des campagnes Retail Media<\/h2>\n<p><span style=\"font-weight: 400;\">L&rsquo;IA offre un potentiel consid\u00e9rable pour optimiser les campagnes Retail Media. Elle peut analyser d&rsquo;immenses volumes de donn\u00e9es pour identifier des mod\u00e8les comportementaux, pr\u00e9dire les pr\u00e9f\u00e9rences des consommateurs et optimiser les campagnes publicitaires en temps r\u00e9el.<\/span><\/p>\n<h3><strong>Pr\u00e9dictions comportementales<\/strong><b><\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Analyse des donn\u00e9es :<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> L&rsquo;IA permet d&rsquo;analyser les donn\u00e9es d&rsquo;achat, de navigation et de comportement des clients pour identifier et pr\u00e9dire les futures tendances.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Recommandations personnalis\u00e9es :<\/b> <a href=\"https:\/\/click2buy.com\/\/fr\/le-pouvoir-de-la-personnalisation-revolutionner-lexperience-retail-media\/\"><span style=\"font-weight: 400;\">Gr\u00e2ce \u00e0 l&rsquo;IA, les annonceurs peuvent proposer des produits et services pertinents \u00e0 chaque consommateur, en fonction de son profil et de ses interactions pass\u00e9es.<\/span><\/a><span style=\"font-weight: 400;\"> Peu intrusives et hautement personnalis\u00e9es, les publicit\u00e9s retail media permettent de cr\u00e9er une exp\u00e9rience utilisateur optimale pour vos clients potentiels.<\/span><\/li>\n<\/ul>\n<h3><strong>Automatisation et optimisation des campagnes<\/strong><b><\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Ench\u00e8res publicitaires automatis\u00e9es :<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> L&rsquo;IA peut ajuster les ench\u00e8res en temps r\u00e9el pour maximiser le retour sur investissement et atteindre les audiences les plus susceptibles de convertir.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Optimisation des budgets :<\/b><span style=\"font-weight: 400;\"> L&rsquo;IA analyse les performances des campagnes et redistribue les budgets pour maximiser l&rsquo;efficacit\u00e9.<\/span><\/li>\n<\/ul>\n<h3><strong>Quelques solutions pour optimiser une campagne Retail Media avec l&rsquo;IA<\/strong><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Exploiter les <\/span><b>donn\u00e9es first-party<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> des retailers pour cr\u00e9er des audiences personnalis\u00e9es en fonction de l&rsquo;historique d&rsquo;achat, de la navigation et des interactions des clients.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Utiliser l&rsquo;IA pour identifier les<\/span><b> signaux d&rsquo;intention <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">et diffuser des publicit\u00e9s aux clients au moment opportun, lorsqu&rsquo;ils sont le plus susceptibles d&rsquo;\u00eatre r\u00e9ceptifs.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Mettre en place des <\/span><b>segments d&rsquo;audience dynamiques<\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> qui s&rsquo;adaptent en temps r\u00e9el en fonction du comportement des clients.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Mettre en place des<\/span><b> chatbots aliment\u00e9s par l&rsquo;IA <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">pour r\u00e9pondre aux questions des clients et les guider dans leur parcours d&rsquo;achat.<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Utiliser des <\/span><b>algorithmes d&rsquo;ench\u00e8res automatis\u00e9s <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">pour maximiser le retour sur investissement et atteindre les audiences les plus susceptibles de convertir<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Mettre en place des<\/span><b> A\/B tests <\/b><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">pour comparer diff\u00e9rentes versions de vos campagnes et d\u00e9terminer les plus performantes.<\/span><\/span><\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">L&rsquo;alliance du Retail Media avec l&rsquo;IA et l\u2019avantage que ce levier soit cookieless ouvre la voie \u00e0 une publicit\u00e9 plus intelligente et personnalis\u00e9e. En tirant parti de ces technologies, les annonceurs pourront atteindre leurs audiences de mani\u00e8re plus efficace et g\u00e9n\u00e9rer un ROI plus important.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le paysage de la publicit\u00e9 digitale est en pleine mutation. En effet, la fin des cookies tiers et la mont\u00e9e en puissance de l&rsquo;intelligence artificielle (IA) obligent les acteurs du marketing digital \u00e0 optimiser leurs strat\u00e9gies pour continuer \u00e0 atteindre leurs audiences de mani\u00e8re efficace. Dans cet article, nous parlerons des innovations possibles li\u00e9es \u00e0 [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":66854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97,85,107,1],"tags":[],"class_list":["post-58874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils","category-ecommerce","category-guide-fr","category-non-classifiee"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Retail Media \u00e0 l&#039;\u00e8re de l&#039;IA et du cookieless<\/title>\n<meta name=\"description\" content=\"Avec la fin des cookies tiers et l&#039;essor de l&#039;IA, les entreprises investissent dans le Retail Media pour affiner leurs strat\u00e9gies et atteindre efficacement leurs 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