{"id":25964,"date":"2021-09-30T11:44:00","date_gmt":"2021-09-30T15:44:00","guid":{"rendered":"https:\/\/quebecorem.jnv.dev\/?p=25964"},"modified":"2022-09-23T10:18:42","modified_gmt":"2022-09-23T14:18:42","slug":"la-securite-de-marque","status":"publish","type":"post","link":"https:\/\/quebecorexpertisemedia.com\/fr\/la-securite-de-marque","title":{"rendered":"La s\u00e9curit\u00e9 de marque"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

UN ENJEU MAJEUR DANS UN MONDE D'ALGORITHMES<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

O\u00f9 s\u2019en vont vos dollars publicitaires et comment s\u2019assurer que votre marque ne sera pas entach\u00e9e par le contexte dans lequel elle sera plac\u00e9e?<\/p>

Fausses nouvelles, propos haineux \u2026 nul ne voudrait \u00eatre associ\u00e9 \u00e0 ce type de contenu. D\u2019ailleurs, 76 %<\/strong> des annonceurs se disent pr\u00e9occup\u00e9s par la s\u00e9curit\u00e9 de la marque.<\/p>

Et avec raison, puisque 2,6 milliards $ US<\/strong> plac\u00e9s en banni\u00e8res publicitaires se retrouveraient, de fa\u00e7on involontaire, sur des sites inappropri\u00e9s!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

La loi des algorithmes montre ses limites<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Les g\u00e9ants du num\u00e9rique confient les placements publicitaires \u00e0 des algorithmes, favorisant le faible co\u00fbt. R\u00e9sultat : Google serait \u00e0 l\u2019origine de 48 %<\/strong> du trafic publicitaire vers les sites de fausses informations\u2026 Consciente des failles de son mod\u00e8le, la multinationale am\u00e9ricaine a retir\u00e9, en un an, 1,3 milliard de pages qui contrevenaient \u00e0 ses politiques et mis en place un outil permettant aux annonceurs de retirer leur publicit\u00e9 d\u2019un environnement jug\u00e9 inad\u00e9quat. Des initiatives bienvenues, mais mieux ne vaut-il pas pr\u00e9venir que gu\u00e9rir, quand on conna\u00eet la difficult\u00e9 pour les marques de restaurer la confiance perdue?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Retour vers des achats publicitaires plus r\u00e9fl\u00e9chis<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"L\u2019achat\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

L\u2019investissement responsable et local prend de l\u2019ampleur. Les annonceurs ont de plus en plus \u00e0 c\u0153ur d\u2019investir dans des m\u00e9dias de qualit\u00e9 et inclusifs. En parall\u00e8le, le contr\u00f4le humain est restaur\u00e9, comme en t\u00e9moigne la mise en place des listes blanches (whitelists) visant \u00e0 garantir la s\u00e9curit\u00e9 des sites.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"La\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

\u00c9diteur premium + environnement coh\u00e9rent : le combo gagnant pour une campagne r\u00e9ussie!\n\n\n\n\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\u00c9diteur\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Sources : Comscore, The Hallo Effect Premium Publisher Study, j<\/i>uillet 2016, tel que cit\u00e9 dans le Guide pour des pratiques m\u00e9dias responsables \u2013 A2C \u2013 CDMQ \/WARC, Context can significantly impact ad memorability, <\/i>septembre 2021<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

UN ENJEU MAJEUR DANS UN MONDE D’ALGORITHMES O\u00f9 s\u2019en vont vos dollars publicitaires et comment s\u2019assurer que votre marque ne sera pas entach\u00e9e par le contexte dans lequel elle sera plac\u00e9e? Fausses nouvelles, propos haineux \u2026 nul ne voudrait \u00eatre associ\u00e9 \u00e0 ce type de contenu. D\u2019ailleurs, 76 % des annonceurs se disent pr\u00e9occup\u00e9s par […]<\/p>\n","protected":false},"author":1,"featured_media":19606,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[102],"tags":[],"class_list":["post-25964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendances-medias"],"acf":[],"_links":{"self":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts\/25964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/comments?post=25964"}],"version-history":[{"count":0,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/posts\/25964\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/media\/19606"}],"wp:attachment":[{"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/media?parent=25964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/categories?post=25964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/quebecorexpertisemedia.com\/fr\/wp-json\/wp\/v2\/tags?post=25964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}