{"id":54,"date":"2017-10-09T10:10:24","date_gmt":"2017-10-09T14:10:24","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/?page_id=54"},"modified":"2017-10-09T10:10:24","modified_gmt":"2017-10-09T14:10:24","slug":"la-fraude-robotique-tres-repandue-au-canada-selon-une-etude","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/fr\/a-propos-de-nous\/ressources-pour-les-medias\/la-fraude-robotique-tres-repandue-au-canada-selon-une-etude\/","title":{"rendered":"La fraude robotique tr\u00e8s r\u00e9pandue au Canada, selon une \u00e9tude"},"content":{"rendered":"<div class=\"content\">\n<ul>\n<li>Une enqu\u00eate de l\u2019ACA r\u00e9v\u00e8le que l\u2019achalandage invalide peut repr\u00e9senter jusqu\u2019\u00e0 21 % des consultations totales<\/li>\n<\/ul>\n<p><strong>Toronto, 15 avril 2017 : <\/strong>Une premi\u00e8re \u00e9tude sur le sujet au pays r\u00e9v\u00e8le que l\u2019achalandage invalide est omnipr\u00e9sent dans les campagnes en ligne canadiennes.<\/p>\n<p>Dans l\u2019\u00e9chantillon de l\u2019\u00e9tude* portant sur 33 campa-gnes de sept annonceurs, 6,5 % des impressions \u00e9taient invalides. Pire : selon l\u2019enqu\u00eate r\u00e9alis\u00e9e par l\u2019Association canadienne des annonceurs et la plate\u00acforme de d\u00e9tection des fraudes <a href=\"http:\/\/sentrant\/\" target=\"_blank\" rel=\"noopener\">Sentrant<\/a>, bien que 31 % des impressions \u00e9taient attribuables \u00e0 des humains, celles-ci n\u2019\u00e9taient pas visibles.<\/p>\n<p>Les r\u00e9sultats de l\u2019\u00e9tude indiquent que m\u00eame les annonceurs exer\u00e7ant un contr\u00f4le de qualit\u00e9 rigou-reux sur leurs campagnes Web peuvent \u00eatre victimes de fraudes selon la nature de leurs fournisseurs et les cibles de leurs campagnes.<\/p>\n<p>\u00ab L\u2019achalandage invalide est partout et tr\u00e8s volatil. Ce qui permet de prot\u00e9ger les annonceurs aujourd\u2019hui deviendra \u00e9ventuellement inefficace \u00bb, explique Chris Williams, v.-p., Marketing num\u00e9rique de l\u2019ACA. \u00ab Les annonceurs ont tout int\u00e9r\u00eat \u00e0 \u00e9tablir \u00e0 l\u2019intention de leurs agences une politique claire en mati\u00e8re d\u2019achats m\u00e9dia num\u00e9riques. \u00bb<\/p>\n<p>Au-del\u00e0 de ces constatations, l\u2019\u00e9tude propose des crit\u00e8res comparatifs que les annonceurs peuvent utiliser pour minimiser les effets de cette fraude.<\/p>\n<p>Autres faits saillants de l\u2019\u00e9tude : les sites canadiens de nouvelles constituent les meilleurs sites o\u00f9 les impressions sont attribuables \u00e0 des humains et visibles; par ailleurs, les sources les plus importantes d\u2019achalandage invalide sont les navigateurs hors \u00e9cran, suivis de l\u2019achalandage g\u00e9n\u00e9r\u00e9 par les centres de donn\u00e9es robotis\u00e9s.<\/p>\n<p>L\u2019ACA recommande aux annonceurs :<\/p>\n<ol>\n<li>D\u2019utiliser des technologies avanc\u00e9es de d\u00e9tection et de v\u00e9rification de l\u2019achalandage.<\/li>\n<li>De dresser une liste d\u2019inclusion d\u2019\u00e9diteurs r\u00e9pondant \u00e0 leurs crit\u00e8res de qualit\u00e9.<\/li>\n<li>De choisir des plateformes appuyant la transparence des domaine et offrant des politiques de r\u00e9cup\u00e9ration des co\u00fbts.<\/li>\n<li>De d\u00e9finir des crit\u00e8res de comparaison de qualit\u00e9 et une politique de paiement.<\/li>\n<li>De clarifier si les plateformes, bureaux d\u2019achat et\/ou les agences avec lesquels ils travaillent constituent des parties principales ou des agents.<\/li>\n<li>De s\u2019assurer que leurs ententes exigent que leurs fournisseurs agissent les meilleurs int\u00e9r\u00eats du client.<\/li>\n<li>D\u2019effectuer un audit de processus pour s\u2019assurer que leurs fournisseurs respectent leurs ententes.<\/li>\n<\/ol>\n<p>*Les campagnes des participants ont \u00e9t\u00e9 diffus\u00e9es en ligne entre la mi-f\u00e9vrier et la fin d\u00e9cembre 2016, excluant la p\u00e9riode d\u2019ao\u00fbt \u00e0 novembre.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Une enqu\u00eate de l\u2019ACA r\u00e9v\u00e8le que l\u2019achalandage invalide peut repr\u00e9senter jusqu\u2019\u00e0 21 % des consultations totales Toronto, 15 avril 2017 : Une premi\u00e8re \u00e9tude sur le sujet au pays r\u00e9v\u00e8le que l\u2019achalandage invalide est omnipr\u00e9sent dans les campagnes en ligne canadiennes. Dans l\u2019\u00e9chantillon de l\u2019\u00e9tude* portant sur 33 campa-gnes de sept annonceurs, 6,5 % des [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":52,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>t\u00e9l\u00e9 programmatiques Archives - Association canadienne des annonceurs<\/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:\/\/acaweb.ca\/fr\/tag\/tele-programmatiques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"t\u00e9l\u00e9 programmatiques Archives - Association canadienne des annonceurs\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/fr\/tag\/tele-programmatiques\/\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"CollectionPage\",\"@id\":\"https:\/\/acaweb.ca\/fr\/tag\/tele-programmatiques\/\",\"url\":\"https:\/\/acaweb.ca\/fr\/tag\/tele-programmatiques\/\",\"name\":\"t\u00e9l\u00e9 programmatiques Archives - 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