{"id":44177,"date":"2017-06-01T14:40:55","date_gmt":"2017-06-01T18:40:55","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=44177"},"modified":"2017-06-01T17:04:52","modified_gmt":"2017-06-01T21:04:52","slug":"la-fraude-robotique-nepargne-pas-les-annonceurs-canadiens","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/la-fraude-robotique-nepargne-pas-les-annonceurs-canadiens\/","title":{"rendered":"La fraude publicitaire en ligne n\u2019\u00e9pargne pas les annonceurs canadiens"},"content":{"rendered":"<p><span style=\"font-size: 20px; color: #000080;\">Depuis plusieurs ann\u00e9es d\u00e9j\u00e0, la fraude publicitaire en ligne pr\u00e9occupe l\u2019ensemble de l\u2019industrie.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-44243 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S.jpg\" width=\"610\" height=\"407\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S.jpg 848w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S-300x200.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S-768x513.jpg 768w\" sizes=\"(max-width: 610px) 100vw, 610px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #808080;\">31 mai 2017<\/span><\/p>\n<p>\u00c0 ce sujet, l\u2019Association canadienne des annonceurs <strong>(ACA)<\/strong> a publi\u00e9 le 23\u00a0mai dernier une <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/www.acaweb.ca\/fr\/best-practices-toolkit\/bot-fraud\/\">\u00e9tude<\/a><\/span> concernant la<strong> fraude<\/strong> dans la publicit\u00e9 num\u00e9rique au Canada. R\u00e9alis\u00e9e en collaboration avec l\u2019entreprise <strong>Sentrant,<\/strong> celle-ci avait pour objectif \u00abd\u2019identifier l\u2019ampleur et l\u2019intensit\u00e9 du <strong>trafic non valide<\/strong> g\u00e9n\u00e9r\u00e9 par la fraude publicitaire dans les campagnes des participants\u00bb.<\/p>\n<p>\u00c0 titre de rappel, le trafic non valide (parfois appel\u00e9 <strong><em>bots<\/em><\/strong>) est g\u00e9n\u00e9r\u00e9 par la pr\u00e9sentation de <strong>publicit\u00e9s<\/strong> \u00e0 des <strong>machines<\/strong> plut\u00f4t qu\u2019\u00e0 des humains.<\/p>\n<p>Dans le cadre de ce projet,\u00a0<strong>sept\u00a0annonceurs<\/strong> se sont port\u00e9s volontaires, et <strong>33\u00a0campagnes<\/strong> ont \u00e9t\u00e9 analys\u00e9es.<\/p>\n<p>Voici quelques-uns des principaux <strong>constats<\/strong> de l\u2019\u00e9tude:<\/p>\n<ul>\n<li>Sur l\u2019ensemble des 33\u00a0campagnes analys\u00e9es,<strong> 6,5\u00a0%<\/strong> des impressions \u00e9taient<strong> invalides.<\/strong> \u00c0 noter que tous les annonceurs participants ont \u00e9t\u00e9 sujets \u00e0 du trafic non valide, \u00e0 des <strong>taux<\/strong> variant entre <strong>4,5\u00a0%<\/strong> et <strong>21\u00a0%.<\/strong><\/li>\n<\/ul>\n<ul>\n<li>Les sites de nouvelles <strong>canadiens<\/strong> compteraient un trafic frauduleux <strong>moins<\/strong> important. Selon l\u2019\u00e9tude, certains de ces sites enregistrent des <strong>taux<\/strong> de trafic non valide oscillant entre <strong>1\u00a0% et 2\u00a0%.<\/strong><\/li>\n<\/ul>\n<ul>\n<li>Seulement <strong>44,8\u00a0%<\/strong> des impressions sont <strong>visibles<\/strong> et <strong>valides.<\/strong> Dans les autres cas, les impressions \u00e9taient soit <strong>non valides<\/strong> (6,4\u00a0%), soit vues par des humains mais <strong>non visibles<\/strong> (31,3\u00a0%), soit vues par des humains mais dont la visibilit\u00e9 n\u2019\u00e9tait <strong>pas mesurable<\/strong> (17,5\u00a0%). Rappelons que selon le <span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/www.mediaratingcouncil.org\/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf\">Media Rating Council<\/a>,<\/span> pour qu\u2019une publicit\u00e9 soit jug\u00e9e visible, il faut que<strong> 50\u00a0%<\/strong> des pixels soient <strong>perceptibles<\/strong> \u00e0 l\u2019\u00e9cran pendant une seconde. Les chiffres avanc\u00e9s par l\u2019<strong>ACA<\/strong> se rapprochent de ceux d\u2019<span style=\"color: #3366ff;\"><a style=\"color: #3366ff;\" href=\"http:\/\/isarta.com\/infos\/?p=13749\">\u00e9tudes similaires<\/a><\/span> r\u00e9alis\u00e9es dans le pass\u00e9.<\/li>\n<\/ul>\n<h2><span style=\"font-size: 24px; color: #000080;\"><strong>Des pistes de solution<\/strong><\/span><\/h2>\n<p>En plus des constats mentionn\u00e9s plus haut, l\u2019\u00e9tude de l\u2019ACA propose des <strong>crit\u00e8res<\/strong> comparatifs que les annonceurs peuvent utiliser pour <strong>minimiser<\/strong> les effets de la fraude. L\u2019organisme recommande aussi aux annonceurs certaines mesures. Parmi elles, notons l\u2019utilisation de technologies avanc\u00e9es de <strong>d\u00e9tection<\/strong> et de <strong>v\u00e9rification<\/strong> de l\u2019achalandage, ainsi que le choix de plateformes appuyant la <strong>transparence<\/strong> des domaines et offrant des politiques de r\u00e9cup\u00e9ration des <strong>co\u00fbts.<\/strong><\/p>\n<p>L\u2019ACA rappelle aussi qu\u2019il est dans l\u2019int\u00e9r\u00eat des annonceurs qui traitent avec une agence d\u2019instituer avec cette derni\u00e8re une <strong>politique globale<\/strong> d\u2019achats de m\u00e9dias num\u00e9riques.<\/p>\n<p>Peu importe les moyens mis en place, il faut toutefois rester <strong>alerte.<\/strong><\/p>\n<blockquote><p><span style=\"font-size: 16px;\">L\u2019achalandage invalide est<strong> partout<\/strong> et tr\u00e8s volatil. Ce qui permet de <strong>prot\u00e9ger<\/strong> les annonceurs aujourd\u2019hui deviendra \u00e9ventuellement inefficace\u00bb, pr\u00e9vient <strong>Chris Williams,<\/strong> v.-p., Marketing num\u00e9rique de l\u2019ACA.<\/span><\/p><\/blockquote>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_44177\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/la-fraude-robotique-nepargne-pas-les-annonceurs-canadiens\/\"  data-item_title=\"La fraude publicitaire en ligne n\u2019\u00e9pargne pas les annonceurs canadiens\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S.jpg\"  data-item_date=\"2017-06-01T14:40:55-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Depuis plusieurs ann\u00e9es d\u00e9j\u00e0, la fraude publicitaire en ligne pr\u00e9occupe l\u2019ensemble de l\u2019industrie.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_44177\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/la-fraude-robotique-nepargne-pas-les-annonceurs-canadiens\/\"  data-item_title=\"La fraude publicitaire en ligne n\u2019\u00e9pargne pas les annonceurs canadiens\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2017\/05\/Fotolia_139900948_S.jpg\"  data-item_date=\"2017-06-01T14:40:55-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":2,"featured_media":44243,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[175,137,1],"tags":[1176],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/44177"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=44177"}],"version-history":[{"count":8,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/44177\/revisions"}],"predecessor-version":[{"id":44286,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/44177\/revisions\/44286"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/44243"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=44177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=44177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=44177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}