{"id":70206,"date":"2023-05-25T09:03:47","date_gmt":"2023-05-25T08:03:47","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=70206"},"modified":"2024-09-20T17:42:44","modified_gmt":"2024-09-20T16:42:44","slug":"les-grandes-mutations-de-lachat-media-en-2023","status":"publish","type":"news","link":"https:\/\/www.artefact.com\/zh\/news\/les-grandes-mutations-de-lachat-media-en-2023\/","title":{"rendered":"2023 \u5e74\u7f51\u7edc\u8d2d\u7269\u7684\u91cd\u5927\u53d8\u5316"},"content":{"rendered":"

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.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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\u5c3d\u7ba1\u8be5\u9886\u57df\u7684\u8bb8\u53ef\u8bc1\u4e0d\u65ad\u589e\u52a0\uff0c\u4f46\u5927\u79d1\u6280\u516c\u53f8\u5e76\u6ca1\u6709\u9677\u5165\u5371\u673a\uff08\u8fd9\u53ea\u662f\u4e00\u4e2a\u53cd\u5f39\uff09\uff0cAlphabet\uff08\u8c37\u6b4c\uff09\u548c Meta\uff08\u8138\u8c31\u7f51\uff09\u8fd9\u4e24\u4e2a\u516c\u53f8\u5c06\u7ee7\u7eed\u5728\u7f51\u7edc\u5ba3\u4f20\u5e02\u573a\u4e0a\u5360\u636e\u4e3b\u5bfc\u5730\u4f4d\uff08\"\u7f51\u7edc\u5ba3\u4f20\"\uff09\u300267 % de la publicit\u00e9 en ligne dans le monde<\/a> \u548c 2021 \u5e74\u5e02\u573a\u603b\u989d\u7684 42 %\uff09\uff0c\u4f46\u5b83\u4e0e\u4e9a\u9a6c\u900a\u7684\u7ade\u4e89\u8d8a\u6765\u8d8a\u6fc0\u70c8\uff082022 \u5e74\uff0c\u51fa\u7248\u4e1a\u5360\u5176\u6536\u5165\u7684 7%\uff09\uff0c\u5e76\u9762\u4e34\u65b0\u7684\u5bf9\u624b\uff0c\u5982 Netflix<\/a> \u7b49\u82f9\u679c\u516c\u53f8\u3002.<\/p>\n

\u968f\u7740 cookieless \u7684\u5230\u6765\uff08\u591a\u6b21\u62a5\u9053\uff09\uff0c\u7b2c\u4e00\u65b9\u6570\u636e\uff08\u4ee5\u53ca data \u6574\u4f53\uff09\u548c\u80cc\u666f\u4fe1\u606f\u7684\u4f20\u64ad\u5c06\u8fce\u6765\u7f8e\u597d\u7684\u672a\u6765\uff1a\u96f6\u552e\u5a92\u4f53\u84ec\u52c3\u53d1\u5c55\uff089 \u767e\u4e07\u6b27\u5143\uff0c\u7ea6\u5408 data 1.5 \u4ebf\u7f8e\u5143\uff09\u3002 8% du march\u00e9 global<\/a>), devrait largement profiter au e-commerce dont la part de march\u00e9 ne cesse d'augmenter.<\/p>\n

\u6d88\u8d39\u8005\u7684\u65b0\u884c\u4e3a\u548c\u5173\u6ce8\u70b9--\u7535\u5b50\u5546\u52a1\u3001\u6d41\u5a92\u4f53\u3001\u5c45\u5bb6\u65c5\u884c\u3001\u8d23\u4efb\u611f\u7b49--\u8bc1\u5b9e\u4e86\u8fd9\u4e9b\u5fae\u5f31\u7684\u8ff9\u8c61\uff0c\u4ee5\u53ca\u6bcf\u5e74\u89c2\u5bdf\u5230\u7684\u5a92\u4f53\u6295\u8d44\u7684\u6f14\u53d8\u3002- \u8bc1\u5b9e\u4e86\u8fd9\u4e9b\u5fae\u5f31\u7684\u8ff9\u8c61\u4ee5\u53ca\u6bcf\u5e74\u89c2\u5bdf\u5230\u7684\u5a92\u4f53\u6295\u8d44\u7684\u6f14\u53d8\u3002.<\/p>\n

\u7f51\u7edc\u96f6\u552e\u4e1a\u53d1\u751f\u4e86\u54ea\u4e9b\u91cd\u5927\u53d8\u5316\uff1f\u4ee3\u7406\u5546\u548c\u751f\u6001\u7cfb\u7edf\u5982\u4f55\u9002\u5e94\uff1f\u96f6\u552e\u5a92\u4f53\u662f\u5426\u4f1a\u6210\u4e3a\u6570\u5b57\u5a92\u4f53\u7684\u65b0\u5ba0\uff1f\u6211\u4eec\u7684\u4e13\u5bb6\u5c0f\u7ec4\u5c06\u4ece\u5a92\u4f53\u673a\u6784\u548c\u533b\u836f\u96f6\u552e\u884c\u4e1a\u7684\u884c\u52a8\u8005\u4e2d\u9009\u51fa\u4ed6\u4eec\u5bf9 2023 \u5e74\u7684\u770b\u6cd5\u548c\u76f4\u89c9\u3002.<\/p>\n<\/div>

\u4e00\u4e2a\u53d1\u751f\u53d8\u5316\u7684\u73af\u5883<\/h3><\/div>

\u8fd1\u51e0\u4e2a\u6708\u6765\uff0c\u8be5\u884c\u4e1a\u5728\u5b9e\u8df5\u3001reports \u548c\u76d1\u7ba1\u4e4b\u95f4\u4e0d\u65ad\u524d\u8fdb\uff0c\u5c24\u5176\u662f\u9762\u5bf9\u65b0\u6280\u672f\u7684\u5230\u6765\u548c\u4e0d\u65ad\u53d1\u5c55\u3002\u4e0d\u4e45\u524d\uff0cUDECAM \u4e3b\u5e2d\u517c IPG Mediabrands \u9996\u5e2d\u6267\u884c\u5b98\u6258\u9a6c\u65af-\u8d3e\u6885\u7279\uff08Thomas Jamet\uff09\u4e5f\u8ba4\u4e3a\uff0c\u8fd9\u662f\u4e00\u79cd\u9700\u8981\u4e0d\u65ad\u4f18\u5316\u7684\u6280\u672f\u548c\u7b97\u6cd5\u3002\u5f53\u5a92\u4f53\u673a\u6784\u8fd8\u505c\u7559\u5728\u4ee5\u5fae\u89c2\u4e3a\u5bfc\u5411\u7684\u65b9\u6cd5\u4e0a\u65f6\uff0c\u5b83\u4eec\u7684\u4e1a\u52a1\u4f19\u4f34\u5c31\u4f1a\u8d8a\u6765\u8d8a\u591a\u3002\u8fd9\u4e00\u65b0\u7684\u6a21\u5f0f\u6709\u52a9\u4e8e \u201c\u5e2e\u52a9\uff08\u4ed6\u4eec\u7684\uff09\u5ba2\u6237\u66f4\u597d\u5730\u5229\u7528\u4ed6\u4eec\u7684\u8d44\u4ea7\uff08\u7f51\u7ad9\u4f18\u5316\u3001\u8f6c\u5316\u7387\u4f18\u5316......\uff09\uff0c\u91cd\u65b0\u5ba1\u89c6\u5185\u5bb9\u65b9\u6cd5\uff0c\u56e0\u4e3a\u5b83\u4ecd\u7136\u662f\u7ee9\u6548\u65b9\u7a0b\u4e2d\u7684\u4e00\u4e2a\u91cd\u8981\u8c03\u6574\u53d8\u91cf......\u5b83\u8d8a\u6765\u8d8a\u591a\u5730\u6307\u5411\u4e00\u4e2a\u65b0\u7684\u6307\u793a\u5668\uff0c\u90a3\u5c31\u662f\u6ce8\u610f\u529b\u201d\u3002\u201d<\/em>, explique le pr\u00e9sident repr\u00e9sentant 92% du march\u00e9 des agences m\u00e9dia.<\/p>\n<\/div>

Jellyfish \u7684\u5a92\u4f53\u6218\u7565\u603b\u76d1 Stanislas Albin \u8ba4\u4e3a\uff0c\u4eba\u5de5\u667a\u80fd\u5728\u4f18\u5316\u5e7f\u544a\u516c\u53f8\u9884\u7b97\u6548\u7387\u65b9\u9762\u7684\u5e94\u7528\u4e5f\u5728\u4e0d\u65ad\u589e\u957f\uff0c\u4f8b\u5982 Google \u7684 Performance Max \u6216 Meta \u7684 Advantage +\uff1a \u201c\u81ea\u52a8\u5316\u89e3\u51b3\u65b9\u6848\u5bf9\u5b9e\u73b0\u76ee\u6807\u5177\u6709\u79ef\u6781\u5f71\u54cd\u201d<\/em>, observe-t-il.En outre\u3001, \u201c\u968f\u7740 data \u9690\u79c1\u89c4\u5219\u7684\u52a0\u5f3a\uff0c\u4ee5\u53ca\u5927\u5e73\u53f0\u4e0a\u8bb0\u5f55\u7684\u6570\u636e\u4ef7\u503c\u5448\u6307\u6570\u7ea7\u589e\u957f\uff0c\u6211\u4eec\u53d1\u73b0\u8fd9\u4e9b\u5e73\u53f0\u503e\u5411\u4e8e\u63a7\u5236\uff08\u548c\u76d1\u7ba1\uff09\u5176\u82b1\u74f6\u9500\u552e\u201d\u3002\u201d<\/em>.<\/p>\n<\/div>

\u6570\u5b57\u8425\u9500\u526f\u603b\u88c1 Thomas Quelin\u2019Artefact<\/a>, estime ainsi que \u201c\u66f4\u80dc\u4e8e\u4ee5\u5f80\u201d<\/em>, \u5927\u578b\u5e73\u53f0\uff0880% \u516c\u5171\u6295\u8d44\uff09\u4e3b\u5bfc\u7740\u6570\u5b57\u5a92\u4f53\u641c\u7d22\u7684\u521b\u65b0\u8282\u594f\uff1a \u201c\u4e3b\u8981\u8d8b\u52bf\u662f\u901a\u8fc7\u5728\u540c\u4e00\u9635\u8425\u4e2d\u96c6\u4e2d\u591a\u79cd\u53ef\u8bbf\u95ee\u5927\u578b\u53d1\u660e\u7684\u683c\u5f0f\u6765\u5b9e\u73b0\u81ea\u52a8\u5316\uff08\u4f8b\u5982\uff1a\u8c37\u6b4c\u7684 Pmax\uff09\u3002\u4f18\u5148\u8003\u8651\u7684\u662f\u6027\u80fd\u548c\u8fbe\u5230 KPI\uff0c\u800c\u4e0d\u662f\u53d1\u660e\u548c audience \u7684\u53ef\u89c1\u6027\u3002\u5c3d\u7ba1\u8fd9\u4e9b\u65b0\u7684\u683c\u5f0f\u5df2\u7ecf\u5728\u5f88\u591a\u54c1\u724c\uff08\u5c24\u5176\u662f\u4e00\u4e9b\u5962\u4f88\u54c1\u54c1\u724c\uff09\u4e2d\u5f97\u5230\u4e86\u9a8c\u8bc1\uff0c\u4f46\u6211\u4eec\u8fd8\u662f\u8981\u63d0\u51fa\u8fd9\u6837\u4e00\u4e2a\u95ee\u9898\uff1a\u5982\u679c\u6240\u6709\u54c1\u724c\u90fd\u91c7\u7528\u8fd9\u4e9b\u81ea\u52a8\u683c\u5f0f\uff0c\u5982\u4f55\u6539\u53d8\u73b0\u72b6\uff0c\u5e76\u4e0e\u5176\u4ed6\u54c1\u724c\u76f8\u6bd4\u53d6\u5f97\u66f4\u597d\u7684\u6210\u7ee9\uff1f\u201d<\/em><\/strong><\/p>\n

Artefact \u901a\u8fc7 data \u79d1\u5b66\u5bb6\u7684\u5e2e\u52a9\uff0c\u4ecb\u7ecd\u4e86\u5982\u4f55\u63a2\u7d22 IA g\u00e9n\u00e9ratives \u63d0\u4f9b\u7684\u673a\u4f1a\u3002. \u201c\u6211\u4eec\u7684\u76ee\u6807\u662f\u6700\u5927\u9650\u5ea6\u5730\u786e\u5b9a\u975e\u7ed3\u6784\u5316\u6570\u636e\u7684\u4f7f\u7528\u60c5\u51b5\uff0c\u8fd9\u4e9b\u6570\u636e\u5e76\u6ca1\u6709\u88ab\u5e73\u53f0\u6574\u5408\uff0c\u4ece\u800c\u4e3a\u6211\u4eec\u7684\u5ba2\u6237\u5e26\u6765\u989d\u5916\u7684\u6027\u80fd\u3002\u4f8b\u5982\uff0c\u6211\u4eec\u6b63\u5728\u5bf9\u4e00\u79cd\u641c\u7d22\u683c\u5f0f\u8fdb\u884c\u4e30\u5bcc\u6027\u6d4b\u8bd5\uff0c\u6211\u4eec\u5bf9\u4f20\u7edf\u683c\u5f0f\u8fdb\u884c\u4e86 A\/B \u6d4b\u8bd5\u201d\u3002\u201d<\/em><\/strong><\/p>\n<\/div>

\u4ece Jellyfish \u7684\u89d2\u5ea6\u770b\uff0c\u6bcf\u4e2a\u5e73\u53f0\u4e0a\u7684\u5e7f\u544a\u6295\u653e\u4e5f\u5b9e\u73b0\u4e86\u591a\u6837\u5316\uff1a \u201c\u5728\u8c37\u6b4c\u63d0\u4f9b\u641c\u7d22\u670d\u52a1\u3001Facebook \u63d0\u4f9b\u5c55\u793a\u670d\u52a1\u7684\u540c\u65f6\uff0c\u5982\u4eca\u5404\u5927\u56f4\u5899\u7f51\u7ad9\u90fd\u5efa\u8bae\u5e7f\u544a\u53d1\u5e03\u8005\u540c\u65f6\u5728\u641c\u7d22\u3001\u5c55\u793a\u548c\u89c6\u9891\u4e0a\u5b9a\u4f4d\uff08\u8fd9\u662f\u8c37\u6b4c\u3001Meta\u3001\u4e9a\u9a6c\u900a\u3001TikTok \u548c Linkedin \u7684\u60c5\u51b5\uff09\u3002\u6211\u4eec\u5c06\u4ece\u5bf9\u516c\u5171\u6e20\u9053\u7684\u7ba1\u7406\u8f6c\u53d8\u4e3a\u4ee5\u5e73\u53f0\u4e3a\u4e2d\u5fc3\u7684\u7ba1\u7406\u201d\u3002\u201d<\/em><\/p>\n<\/div>

Values Media \u603b\u88c1 Emmanuel Crego \u8ba4\u4e3a\uff0c\u00abdata \u534f\u4f5c \u00bb\u662f\u4e00\u4e2a\u6838\u5fc3\u95ee\u9898\uff0c\u4e5f\u662f\u4e00\u4e2a\u4e9f\u5f85\u89e3\u51b3\u7684\u95ee\u9898\u3002\u00bb \u7b2c\u4e00\u65b9<\/em> \u901a\u8fc7\u65e0\u5c18\u5ba4\uff0c\u8ba9\u65b0\u95fb\u53d1\u5e03\u8005\u548c\u5a92\u4f53\u4e4b\u95f4\u7684\u4ea4\u6d41\u6210\u4e3a\u53ef\u80fd\u3002\u00c0 la cl\u00e9 ? \u201c\u4e3a\u516c\u544a\u8005\u63d0\u4f9b\u66f4\u591a\u7684\u53ef\u80fd\u6027\u548c\u66f4\u5927\u7684\u4e00\u81f4\u6027\u201d\u3002\u201d<\/em><\/p>\n

\u4f46\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u4ec0\u4e48\uff0c\u800c\u662f \u201c\u4e00\u573a\u6587\u5316\u9769\u547d\u201d<\/em> estime Emmanuel Crego \uff1a \u201c\u5728\u8fc7\u53bb 15 \u5e74\u4e2d\uff0c\u5404\u5bb6\u5a92\u4f53\u4e00\u76f4\u90fd\u5728\u4f7f\u7528\u81ea\u5df1\u7684 audience \u9891\u6bb5\uff0c\u8fd9\u4e9b\u9891\u9053\u53ea\u80fd\u5728\u81ea\u5df1\u7684\u7f51\u7ad9\u4e0a\u4f7f\u7528\uff0c\u4ee5\u4fbf\u63d0\u4f9b\u5dee\u5f02\u5316\u7684\u540c\u6b65\u670d\u52a1\u3002\u56e0\u6b64\uff0c\u4e00\u4e2a\u5a92\u4f53\u96c6\u56e2\u5bf9\u53e6\u4e00\u4e2a\u5a92\u4f53\u96c6\u56e2\u800c\u8a00\uff0c\u662f\u4e0d\u53ef\u64cd\u4f5c\u7684 \u2019\u7b52\u4ed3\u201d\u3002\u5982\u4eca\uff0c\u64ad\u97f3\u5458\u548c\u51fa\u7248\u5546\u4e4b\u95f4\u53ef\u4ee5\u5f00\u5c55\u66f4\u591a\u7684\u5408\u4f5c\uff0c\u4ed6\u4eec\u5728 datas \u4f19\u4f34\u5173\u7cfb\u4e0a\u6bd4\u8fc7\u53bb\u66f4\u52a0\u5f00\u653e\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u5a92\u4f53\"\u3002\u201d<\/em><\/p>\n<\/div>

\u5e7f\u544a\u4ee3\u7406\u516c\u53f8\u603b\u7ecf\u7406\u6307\u51fa\uff0c\u8fd9\u79cd\u65b9\u6cd5\u53ef\u4ee5\u7edf\u4e00\u6570\u5b57 audience \u7684\u7ec6\u5206\u5e02\u573a\uff0c\u4e5f\u53ef\u4ee5\u7edf\u4e00\u79bb\u7ebf\u5e02\u573a\uff08TY \u7ec6\u5206\u3001DOOH\u3001\u97f3\u9891\u7b49\uff09\uff0c\u4ece\u800c\u6839\u636e\u5e7f\u544a\u5546\u7684\u95ee\u9898\u5b9e\u73b0\u591a\u7528\u9014\u548c\u4e2a\u6027\u5316\u3002\u56e0\u6b64\uff0c\u7a0b\u5e8f\u8bbe\u8ba1\u662f\u5f00\u53d1 data \u7684\u7406\u60f3\u5de5\u5177\uff0c\u5176\u9644\u52a0\u503c\u6bd4\u4ee5\u524d\u66f4\u91cd\u8981\u3001, \u201cc'est donc une tr\u00e8s bonne nouvelle...\u201d<\/em><\/p>\n<\/div>

\u5411 CoSpirit Commerce \u603b\u88c1 Christophe Le Marchand \u81f4\u656c\u3001, \u201cdata\uff08\u7535\u5b50\u5546\u52a1\u6216\u4f20\u7edf\u5206\u9500\u5546\uff09\u662f\u8fd9\u573a\u9769\u547d\u7684\u6838\u5fc3\uff0c\u5b83\u57fa\u4e8e \u00ab\u610f\u56fe \u00bb\u6570\u636e\uff08\u9875\u9762\u548c\u91cd\u65b0\u7814\u7a76\u7684\u4ea7\u54c1\uff09\u6765\u6fc0\u6d3b\u516c\u5171\u4fe1\u606f\uff0c\u4f46\u66f4\u91cd\u8981\u7684\u662f\uff0c\u5b83\u57fa\u4e8e \u00ab\u4ea4\u6613 \u00bb\u6570\u636e\u6765\u63d0\u9ad8\u516c\u5171\u4fe1\u606f\u4f20\u64ad\u7684\u6548\u7387\u548c\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u201d\u3002\u201d<\/em><\/p>\n<\/div>

\u968f\u7740 data \u7684\u63a8\u5e7f\uff0c\u73af\u5883\u8d23\u4efb\u548c\u4f01\u4e1a\u8d23\u4efb\u7684\u95ee\u9898\u5df2\u8feb\u5728\u7709\u776b\u3002\u4e3a\u4e86\u786e\u4fdd\u8fd9\u4e9b\u4e3b\u9898\u5728\u516c\u6c11\u7cbe\u795e\u548c\u653f\u6cbb\u4e2d\u5360\u636e\u8d8a\u6765\u8d8a\u91cd\u8981\u7684\u4f4d\u7f6e\uff08\u81f3\u4e8e\u662f\u4ec0\u4e48\u987a\u5e8f\uff0c\u8fd9\u662f\u53e6\u4e00\u4e2a\u95ee\u9898\uff09\uff0c\u8be5\u90e8\u95e8\u5728\u8fd9\u4e9b\u4e3b\u9898\u4e0a\u53d6\u5f97\u4e86\u8fdb\u5c55\u3002\u6b64\u5916\uff0cUDECAM \u8fd8\u5c06\u4e8e 2023 \u5e74\u63a8\u51fa\u5176\u8861\u91cf\u5168\u7403\u591a\u5a92\u4f53\u6d3b\u52a8\u73af\u5883\u5f71\u54cd\u7684\u5de5\u5177\uff08\u7531 GLIMPACT \u534f\u4f1a\u6784\u5efa\u548c\u5f00\u53d1\uff09\uff0c\u540c\u65f6\u6570\u5b57\u5e7f\u544a\u4fe1\u6258\u57fa\u91d1\u5c06\u4e8e 2023 \u5e74\u6210\u4e3a\u53ef\u6301\u7eed\u53d1\u5c55\u6570\u5b57\u5e7f\u544a\u4fe1\u6258\u57fa\u91d1\u3002.<\/p>\n<\/div>

\u6258\u9a6c\u65af-\u8d3e\u6885\u7279\uff08Thomas Jamet\uff09\u8ba4\u4e3a\uff0c\u8be5\u884c\u4e1a\u7684\u53e6\u4e00\u4e2a\u91cd\u5927\u53d8\u5316\u662f \u201c\u6211\u4eec\u7684\u884c\u4e1a\u8d23\u4efb\u7684\u5b58\u5728\u95ee\u9898\u201d\uff1a \u201c\u4f5c\u4e3a\u5de5\u4e1a\u4f01\u4e1a\uff0c\u6211\u4eec\u957f\u671f\u4e13\u6ce8\u4e8e\u6027\u80fd\u800c\u975e\u8d28\u91cf\u3002\u6211\u4eec\u66fe\u591a\u6b21\u7528\u4fb5\u5165\u5f0f\u5ba3\u4f20\u6765\u521b\u5efa\u6570\u5b57\u4f53\u9a8c\uff0c\u5e76\u5229\u7528\u7a0b\u5e8f\u6765\u5bfb\u627e\u66f4\u591a\u66f4\u5927\u7684 audiences \u800c\u4e0d\u5fc5\u62c5\u5fc3\u5185\u5bb9\u6216\u6570\u5b57\u73af\u5883\u201d\u3002\u201d<\/em>, UDECAM \u7684\u4e3b\u5e2d\u8ba4\u4e3a\uff0c\u201c\u901a\u8fc7\u4e13\u95e8\u7684\u8ba1\u5212\u5e73\u53f0\u3001\u201d\u7eff\u8272\u8bc4\u5206\u201c\uff0c\u6211\u4eec\u53ef\u4ee5\u5bf9\u6240\u9700\u7684\u8d44\u6e90\u8fdb\u884c\u4f18\u5148\u6392\u5e8f\u2018\uff0c\u4f46\u540c\u65f6\u4e5f\u8981\u91c7\u7528\u6574\u4e2a\u5e02\u573a\u90fd\u5e94\u91c7\u7528\u7684\u65b9\u6cd5\u3002\u2019<\/p>\n

\u5f53\u7136\uff0c\u8fd9\u9700\u8981\u6211\u4eec\u4ee5\u8d1f\u8d23\u4efb\u7684\u6001\u5ea6\u53bb\u884c\u52a8\uff0c\u4f46\u540c\u65f6\uff08\u5c24\u5176\u662f\uff09\u201c\u8981\u66f4\u591a\u5730\u5173\u6ce8\u5a92\u4f53\uff0c\u800c\u4e0d\u662f\u5c06\u5176\u89c6\u4e3a\u63a5\u89e6\u70b9\uff0c\u56e0\u4e3a\u5a92\u4f53\u5bf9\u4e8e\u6211\u4eec\u6bcf\u4e2a\u4eba\u6765\u8bf4\u90fd\u662f\u81f3\u5173\u91cd\u8981\u7684\uff0c\u65e0\u8bba\u662f\u5728\u5546\u4e1a\u5c42\u9762\uff0c\u8fd8\u662f\u5728\u4e3a\u54c1\u724c\u63d0\u4f9b\u5b89\u5168\u73af\u5883\u7684\u6700\u540e\u4e00\u9053\u5c4f\u969c\u65b9\u9762\u201d\u3002\u201d<\/p>\n<\/div>

S'allier pour s'adapter<\/h3><\/div>

\u4e3a\u4e86\u5e94\u5bf9\u8fd9\u4e9b\u53d8\u5316\uff0c\u4e00\u79cd\u89e3\u51b3\u65b9\u6848\u662f\u6df7\u5408\uff0c\u6216\u8005\u66f4\u666e\u904d\u7684\u662f\u8054\u5408\u3002\u6258\u9a6c\u65af-\u8d3e\u6885\u7279\uff08Thomas Jamet\uff09\uff08UDECAM\/Mediabrands\uff09\u8ba4\u4e3a\uff0c\u8fd9\u4e0e\u673a\u6784\u5185\u90e8\u7684\u56e2\u961f\u4e00\u6837\uff0c\u90fd\u662f\u4e3a\u4e86\u66f4\u52a0\u667a\u80fd\u5730\u5e94\u5bf9\u7aef\u5230\u7aef\u7684\u6570\u5b57\u9769\u547d\uff1a \u201c\uff08\u5728\u7406\u60f3\u7684\u4e16\u754c\u91cc\uff09\u8fd9\u79cd\u6742\u4ea4\u5c06\u6709\u52a9\u4e8e\u6574\u5408\u6570\u5b57\u8425\u9500\u751f\u6001\u7cfb\u7edf\u7684\u6240\u6709\u7ec4\u6210\u90e8\u5206\uff0c\u4ece\u800c\u63d0\u9ad8\u7ec4\u5408\u7684\u6574\u4f53\u6548\u7387\uff08......\uff09\u5b83\u5fc5\u987b\u66f4\u52a0\u6df1\u5165\uff0c\u7279\u522b\u662f\u5728\u6d4b\u91cf\u65b9\u9762\uff0c\u76f4\u63a5\u7eb3\u5165\u53ef\u89c6\u6027\u3001\u6ce8\u610f\u529b\u6d4b\u91cf\u548c\u540e\u671f\u6d4b\u8bd5\u201d\u3002\u201d<\/em><\/p>\n<\/div>

\u7531\u4e8e data \u7684\u64cd\u4f5c\u66f4\u52a0\u7b80\u4fbf\uff08\u5c24\u5176\u662f\u901a\u8fc7 Data Act\uff09\uff0c\u4e13\u5bb6\u4eec\u7684\u91c7\u8d2d\u91cf\u5927\u5e45\u589e\u52a0\uff0c\u800c\u4e14\u5e76\u975e\u4ec5\u5c40\u9650\u4e8e\u6570\u5b57\u91c7\u8d2d\u3002. \u201cCela implique de comprendre pr\u00e9cis\u00e9ment le processus de matching, de ma\u00eetriser un minimum le cadre du RGPD et de d\u00e9velopper des interactions avec de nouveveaux partenaires qui ne sont pas leurs contacts r\u00e9gies habituels : retailers, fournisseurs de datas, op\u00e9rateurs de box, etc.\u201d.\u201d<\/em>, avance Emmanuel Crego (Values Media)\u3002\u6709\u80fd\u529b\u7684\u673a\u6784 \u201c\u5728 data\u3001\u7a0b\u5e8f\u5458\u548c\u79bb\u7ebf\u4e13\u5bb6\u4e4b\u95f4\u5efa\u7acb\u6700\u5927\u7a0b\u5ea6\u7684\u8054\u7cfb\u662f\u4e00\u9879\u91cd\u8981\u7684\u63d0\u8bae\u201d\u3002\u201d<\/em><\/p>\n<\/div>

\u65af\u5766\u5c3c\u65af\u62c9\u65af-\u963f\u5c14\u5bbe\uff08Stanislas Albin\uff0cJellyfish\uff09\u8ba4\u4e3a\uff0c\u4e3a\u4e86\u9002\u5e94\u8fd9\u4e9b\u53d8\u5316\uff0c\u8be5\u884c\u4e1a\u5fc5\u987b\u4e0e\u6295\u8d44\u96c6\u4e2d\u7684\u5e73\u53f0\u5efa\u7acb\u5bc6\u5207\u7684\u5408\u4f5c\u5173\u7cfb\u3002. \u201c\u5728 data\u3001M\u00e9dia \u548c CR\u00c9A \u7b49\u9886\u57df\u7684\u5408\u4f5c\u4e2d\uff0c\u5404\u65b9\u9762\u7684\u53d1\u5c55\u7115\u7136\u4e00\u65b0\uff0c\u4e0e\u5176\u4ed6\u65b9\u9762\u7684\u5173\u7cfb\u5bc6\u5207\uff0c\u53ef\u4ee5\u5171\u540c\u5b66\u4e60\u3002.<\/em><\/p>\n

\u4f7f\u6211\u4eec\u7684\u7ec4\u7ec7\u4ece\u516c\u5171\u6e20\u9053\uff08\u4f8b\u5982\uff1a\u641c\u7d22\u4e13\u5bb6\u4e0e\u793e\u4ea4\u5a92\u4f53\u4e13\u5bb6\uff09\u5411\u5e73\u53f0\uff08\u4f8b\u5982\uff1a\u8c37\u6b4c\u5e7f\u544a\u4e13\u5bb6 + TikTok \u4e13\u5bb6\uff09\u8fc7\u6e21\u3002\u8fd9\u6837\uff0c\u6211\u4eec\u5c31\u80fd\u5728\u5171\u5b58\u4e8e\u540c\u4e00\u5e73\u53f0\u4e0a\u7684\u6240\u6709\u6e20\u9053\u4e0a\u4e0e\u5404\u54c1\u724c\u5171\u5b58\uff0c\u4ece\u800c\u83b7\u5f97\u6700\u51fa\u8272\u7684\u521b\u610f\u4e0e\u5185\u5bb9\u3001\u4ed8\u8d39\u5a92\u4f53\u4e0e\u6709\u673a\u5a92\u4f53\u7684\u7ec4\u5408\u201d\u3002\u201d<\/em><\/p>\n<\/div>

\u6258\u9a6c\u65af-\u594e\u6797\uff08Thomas Quelin\uff09\u7684 Artefact \u53f7\u8155\u8868\u4e5f\u662f\u5982\u6b64\u3002. \u201cdata-\u6d01\u51c0\u5ba4\u5728\u5e73\u53f0\uff08\u4e9a\u9a6c\u900a\u7684 AMC \u548c Meta \u7684 AA\uff09\u4e0a\u7684\u666e\u53ca\uff0c\u4f7f\u6027\u80fd\u6d4b\u91cf\u8fdb\u5165\u4e86\u4e00\u4e2a\u65b0\u7684\u9636\u6bb5\uff0c\u56e0\u6b64\u5fc5\u987b\u6295\u8d44\u4e8e\u6280\u672f\u548c\u79d1\u7814\u961f\u4f0d\u7684\u7ee7\u7eed\u57f9\u517b\uff0c\u4ee5\u53ca\u4e0e\u5e73\u53f0\u5efa\u7acb\u66f4\u52a0\u7262\u56fa\u7684\u4f19\u4f34\u5173\u7cfb\u201d\u3002\u201d<\/em><\/strong><\/p>\n<\/div>

\u732e\u7ed9 Christophe Le Marchand de CoSpirit \uff1a \u201c\u5728\u9884\u7b97\u5957\u5229\u548c\u8ffd\u6c42\u6548\u7387\u7684\u65f6\u4ee3\uff0c\u96f6\u552e\u5a92\u4f53\u5df2\u6210\u4e3a\u8ffd\u6c42\u4e1a\u7ee9\u7684\u6df7\u5408\u5a92\u4f53\u4e2d\u4e0d\u53ef\u6216\u7f3a\u7684\u4e00\u73af\u201d\u3002\u201d<\/em> \u9996\u5148\uff0c\u4f17\u591a\u5927\u578b\u4f20\u64ad\u96c6\u56e2\uff0c\u5c24\u5176\u662f\u516d\u5927\u96c6\u56e2\uff0c\u90fd\u6210\u7acb\u5e76\u63a8\u51fa\u4e86\u4e13\u95e8\u9488\u5bf9\u7535\u5b50\u5546\u52a1\u548c\u96f6\u552e\u5a92\u4f53\u7684\u90e8\u95e8\uff08\u5176\u4e2d\u6700\u65b0\u6210\u7acb\u7684\u662f OMD\uff0c\u5b83\u5c06\u4e8e 7 \u6708 23 \u65e5\u63a8\u51fa Transact\uff09\uff0c\u6b64\u5916\u8fd8\u6709\u72ec\u7acb\u5a92\u4f53\u673a\u6784......\u4f8b\u5982 Cospirit Groupe avec CoSpirit Commerce\u3002.<\/p>\n<\/div>

\u96f6\u552e\u5a92\u4f53\uff0c\u672a\u6765\u7684\u957f\u8001\uff1f<\/h3><\/div>

\u968f\u7740 2020 \u5e74\u7535\u5b50\u5546\u52a1\u7684\u84ec\u52c3\u53d1\u5c55\uff0c\u5728\u7ebf\u5e7f\u544a\u5e02\u573a\u5c06\u5728\u8fd9\u79cd\u7ecf\u6d4e\u6d3b\u529b\u4e2d\u84ec\u52c3\u53d1\u5c55\uff0c\u5e76\u5c06\u6210\u4e3a\u5206\u9500\u5546\u7684 \u00ab\u7b2c\u4e00\u65b9\u9635\u00bb\uff08data\uff09\u3002\u8fd9\u4e2a\u65b0\u7684\u589e\u957f\u70b9\u5c06\u6210\u4e3a\u96f6\u552e\u5546\u672a\u6765\u7684\u589e\u957f\u70b9\u3002.<\/p>\n

\u5230 2022 \u5e74\uff0c\u7535\u5b50\u5546\u52a1\u603b\u989d\u5c06\u8fbe\u5230 1.469 \u4ebf\u6b27\u5143\uff0c\u5e74\u5747\u589e\u957f 13.81%\uff0c\u4f7f\u96f6\u552e\u5a92\u4f53\u8fdb\u5165\u4e00\u4e2a\u65b0\u7684\u53d1\u5c55\u9636\u6bb5\u3001, rappelle<\/a> CoSpirit.Vinted\u3001Leboncoin\u3001Shein\u3001Decathlon \u548c Zalando \u662f\u5176\u4e2d\u7684\u51e0\u5bb6\u3002 \u6cd5\u56fd\u6700\u53d7\u6b22\u8fce\u7684\u65c5\u6e38\u666f\u70b9<\/a>, \u5c3d\u7ba1\u4e9a\u9a6c\u900a\u4e00\u76f4\u4fe1\u4efb\u5b83\u7684\u4ea7\u54c1\uff0c\u4f46\u8fd9\u5e76\u4e0d\u610f\u5473\u7740\u4e9a\u9a6c\u900a\u7684\u4ea7\u54c1\u5c31\u662f\u4e9a\u9a6c\u900a\u7684\u3002.<\/p>\n<\/div>

\u201c\u6839\u636e SRI - Oliver Wyman \u4e0e UDECAM \u5408\u4f5c\u53d1\u5e03\u7684\u89c2\u5bdf\u62a5\u544a\uff0c\u5728 2022 \u5e74\u4e0b\u534a\u5e74\u516c\u5171\u5a92\u4f53\u5e02\u573a\u5f3a\u52b2\u589e\u957f\u7684\u80cc\u666f\u4e0b\uff0c\u96f6\u552e\u5a92\u4f53\u6210\u4e3a\u6570\u5b57\u516c\u5171\u5a92\u4f53\u7684\u6700\u5927\u8d62\u5bb6\uff0c\u589e\u957f\u4e86 30% \uff0c\u662f\u7535\u5b50\u51fa\u7248\u7269\u5e02\u573a\u589e\u957f\u7684 3 \u500d\u3002<\/em>, poursuit Christophe Le Marchand. \u4f5c\u4e3a\u5229\u57fa\u5e02\u573a\u7684\u4e00\u90e8\u5206\uff0c\u96f6\u552e\u5a92\u4f53\u5728 2022 \u5e74\u5c06\u6295\u8d44 9 \u4ebf\u6b27\u5143\uff0c\u6210\u4e3a\u6570\u5b57\u5a92\u4f53\u5ba3\u4f20\u7684\u652f\u67f1\uff0810,4% \u7684\u5e02\u573a\u4efd\u989d\uff09\u201d\u3002\u201d<\/em> \u5bf9\u4e8e\u8be5\u673a\u6784\u7684\u7535\u5b50\u5546\u52a1\u8d1f\u8d23\u4eba\u6765\u8bf4\uff0c\u6beb\u65e0\u7591\u95ee\uff0c\u4ed6\u5c06\u7ee7\u7eed\u6210\u4e3a\u672c\u5e74\u5ea6\u53ca\u672a\u6765\u51e0\u5e74\u6570\u5b57\u5a92\u4f53\u5e02\u573a\u7684\u6700\u5927\u8d62\u5bb6\uff08\u9884\u6d4b\u503c\u4e3a 2 \u4f4d\u6570\uff09\u3002\u5176\u516c\u5171\u652f\u51fa\u5c06\u4ece 2022 \u5e74\u7684 1030 \u4e07\u6b27\u5143\u589e\u81f3 2026 \u5e74\u7684 2500 \u4e07\u6b27\u5143\u3001, selon IAB Europe<\/a>.<\/p>\n<\/div>

\u4e9a\u9a6c\u900a\u662f\u6cd5\u56fd\u8bbf\u95ee\u91cf\u6700\u5927\u7684\u7f51\u7ad9\uff0c\u4e5f\u662f\u5728\u7ebf\u516c\u5171\u5ba3\u4f20\u5e02\u573a\u7684\u65b0\u9886\u519b\u8005\u3002\u4e9a\u9a6c\u900a\u662f\u96f6\u552e\u5a92\u4f53\u53d1\u5c55\u7684\u91cd\u8981\u53d7\u76ca\u8005\uff0c\u5b83\u901a\u8fc7\u6d88\u8d39\u6570\u636e\uff0c\u5728\u6700\u63a5\u8fd1\u8d2d\u4e70\u884c\u4e3a\u7684\u7f51\u7ad9\u4e0a\u8fdb\u884c\u5ba3\u4f20\u3002. \u201c2020 \u5e74\uff0c25 % de nos revenus \u00e9taient g\u00e9n\u00e9r\u00e9s en dehors du retargeting.\u5728\u4e0b\u4e00\u5b63\u5ea6\uff0c\u8fd9\u4e00\u6bd4\u4f8b\u4e3a 37 %\uff0c\u800c\u6211\u4eec\u8ba4\u4e3a\uff0c\u4ece\u73b0\u5728\u5230 2025 \u5e74\uff0c\u5a92\u4f53\u5546\u4e1a\u5c06\u5360\u6211\u4eec\u6536\u5165\u7684 75 %\u201d\u3002\u201d<\/em>, Criteo \u897f\u6b27\u533a\u526f\u603b\u88c1 Nicolas Rieul \u8bf4\u9053\u3001, dans un pr\u00e9c\u00e9dent dossier<\/a>.<\/p>\n<\/div>

\u5728\u4e00\u4e2a\u4e0d\u666f\u6c14\u7684\u5e02\u573a\u91cc\uff0c\u6c27\u6c14\u662f\u4ec0\u4e48\uff1f \u201c\u8fd9\u663e\u7136\u662f\u4e3a\u5e7f\u544a\u5546\u63d0\u4f9b\u4e86\u4e00\u4e2a\u5546\u4e1a\u673a\u4f1a\uff0c\u800c\u5a92\u4f53\u673a\u6784\u5219\u5fc5\u987b\u4e0e\u5e7f\u544a\u5546\u5408\u4f5c\u3002<\/em>, Thomas Jamet\uff08UDECAM\uff09\u89e3\u91ca\u8bf4\u3002. Le retail permet d'adresser les bonnes audiences de mani\u00e8re tr\u00e8s concr\u00e8te et, au bout du compte, cela va dans le sens de la pertinence de la communication.\u201d<\/em> \u5c3d\u7ba1\u5982\u6b64\uff0c\u4e00\u4e9b\u95ee\u9898\u4ecd\u7136\u60ac\u800c\u672a\u51b3\uff1a \u201cLes agences ont-elles acc\u00e8s aux donn\u00e9es first-party des plateformes e-commerce pour prouver leur efficacit\u00e9?Les directions commerciales ont-elles encore le contr\u00f4le total sur les budgets retail\/trade ou les d\u00e9partements marketing peuvent-ils r\u00e9ellement prendre la main ?\u201d<\/em><\/p>\n<\/div>

\u7ed9\u57c3\u9a6c\u7ebd\u57c3\u5c14-\u514b\u96f7\u6208\uff0c\u4ef7\u503c\u5a92\u4f53\u3001, \u201c\u96f6\u552e\u5a92\u4f53\u5df2\u5b8c\u5168\u878d\u5165\u5230'data \u5408\u4f5c'\u7684\u53ef\u80fd\u6027\u4e2d\uff0c\u96f6\u552e\u5546\u901a\u8fc7\u4ed6\u4eec\u7684\u7b2c 1 \u65b9 data \u5177\u5907\u4e86\u521b\u5efa\u81ea\u5b9a\u4e49\u5a92\u4f53\u7684\u91cd\u8981\u80fd\u529b\u3002\u90a3\u4e9b\u80fd\u591f\u8ba9\u81ea\u5df1\u7684 datas \u6db2\u4f53\u5316\uff0c\u5373\u4fbf\u4e8e\u5e7f\u544a\u5546\u4f7f\u7528\u7684\u4eba\uff0c\u5c06\u662f\u672a\u6765\u7684\u5927\u8d62\u5bb6\u3002\u2018<\/em><\/p>\n<\/div>

D'autant qu'il repr\u00e9sente \u201c\u8fd9\u662f\u4e2a\u7edd\u597d\u7684\u673a\u4f1a\uff0c\u53ef\u4ee5\u4e86\u89e3\u6d88\u8d39\u8005\u7684\u6d88\u8d39\u884c\u4e3a\uff0c\u5e76\u4ee5\u8d8a\u6765\u8d8a\u597d\u7684\u8d2d\u4e70\u610f\u5411\u6570\u636e\u8d28\u91cf\uff0c\u5c06\u5176\u7f6e\u4e8e\u5e02\u573a\u8425\u9500\u9636\u6bb5\u7684\u4e2d\u5fc3\u4f4d\u7f6e\u201d\u3002\u201d<\/em>, estime pour sa part Stanislas Albin (Jellyfish). \u201c\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u7684\u4ef7\u503c\u662f\u4e0d\u53ef\u4f30\u91cf\u7684\uff0c\u53ea\u8981\u5b83\u4eec\u80fd\u88ab\u5de7\u5999\u5730\u5229\u7528\uff0c\u5c24\u5176\u662f\u5bf9\u90a3\u4e9b\u62e5\u6709\u5b9e\u4f53\u5e97\u7684\u54c1\u724c\u800c\u8a00\uff0c\u5b83\u4eec\u53ef\u4ee5\u5c06\u90e8\u5206\u9500\u552e\u989d\u5927\u91cf\u8f6c\u5ac1\u7ed9\u7f51\u7edc\u96f6\u552e\u5546\u201d\u3002\u201d<\/em> \u8ba9\u4eba\u60ca\u53f9\u7684\u89c6\u89d2 Vincent Chabaud\uff0c\u672c\u4e66\u4f5c\u8005 \u6742\u5fd7\u641c\u7d22\uff1a\u5bf9\u6297\u4e9a\u9a6c\u900a\u5316<\/a>.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

\u7f51\u7edc\u96f6\u552e\u4e1a\u53d1\u751f\u4e86\u54ea\u4e9b\u91cd\u5927\u53d8\u5316\uff1f\u4ee3\u7406\u5546\u548c\u751f\u6001\u7cfb\u7edf\u5982\u4f55\u9002\u5e94\uff1f\u96f6\u552e\u5a92\u4f53\u662f\u5426\u4f1a\u6210\u4e3a\u6570\u5b57\u5a92\u4f53\u7684\u65b0\u5ba0\uff1f\u6211\u4eec\u7684\u4e13\u5bb6\u5c0f\u7ec4\u5c06\u4ece\u5a92\u4f53\u673a\u6784\u548c\u533b\u836f\u96f6\u552e\u884c\u4e1a\u7684\u884c\u52a8\u8005\u4e2d\u9009\u51fa\u4ed6\u4eec\u5bf9 2023 \u5e74\u7684\u770b\u6cd5\u548c\u76f4\u89c9\u3002.<\/p>","protected":false},"author":[],"featured_media":70207,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"news-category":[2819],"news-language":[316],"class_list":["post-70206","news","type-news","status-publish","has-post-thumbnail","hentry","news-category-news-france","news-language-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news\/70206","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/news"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/70207"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=70206"}],"wp:term":[{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/author?post=70206"},{"taxonomy":"news-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news-category?post=70206"},{"taxonomy":"news-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news-language?post=70206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}