{"id":1979,"date":"2015-06-22T12:47:15","date_gmt":"2015-06-22T16:47:15","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/forum-executif-de-laca-fraude-et-visibilite-prennent-la-vedette\/"},"modified":"2021-07-29T18:03:26","modified_gmt":"2021-07-29T22:03:26","slug":"forum-executif-de-laca-fraude-et-visibilite-prennent-la-vedette","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2015\/forum-executif-de-laca-fraude-et-visibilite-prennent-la-vedette\/","title":{"rendered":"Forum ex\u00e9cutif de l\u2019ACA : fraude et visibilit\u00e9 prennent la vedette."},"content":{"rendered":"<h3><strong>Par l\u2019\u00e9quipe de l\u2019ACA<\/strong><\/h3>\n<p>L\u2019am\u00e9lioration de la transparence du march\u00e9 des m\u00e9dias a constitu\u00e9 une pr\u00e9occupation majeure pour les annonceurs <a href=\"http:\/\/www.acaweb.ca\/fr\/2015\/transparency-dominates-discussion-at-programmatic-trading-event\/\">cette ann\u00e9e<\/a>. Le 10 juin dernier, lors du Forum ex\u00e9cutif de l\u2019ACA, certains d\u2019entre eux ont expliqu\u00e9 comment ils s\u2019effor\u00e7aient de passer \u00e0\u00a0 l\u2019action.<\/p>\n<figure id=\"attachment_9171\" aria-describedby=\"caption-attachment-9171\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-9171\" title=\"Le panel d\u2019experts du forum ex\u00e9cutif du printemps 2015.\" alt=\"Le panel d\u2019experts du forum ex\u00e9cutif du printemps 2015.\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2015\/06\/Panel-1024x682.jpg\" width=\"500\" height=\"333\" \/><figcaption id=\"caption-attachment-9171\" class=\"wp-caption-text\">Le panel d\u2019experts du forum ex\u00e9cutif du printemps 2015.<\/figcaption><\/figure>\n<p>La conf\u00e9rence \u00ab\u00a0<a href=\"http:\/\/www.acaweb.ca\/en\/forumjune15\/\">Adopter la ligne dure sur la publicit\u00e9 en ligne\u00a0: point de vue du client<\/a>\u00a0\u00bb a attir\u00e9 l\u2019attention de la centaine de participants rassembl\u00e9s dans l\u2019un des cin\u00e9mas du Bell Tiff Lightbox. Plusieurs ont d\u00e9clar\u00e9 \u00e0 la sortie avoir appris beaucoup de choses et avoir l\u2019intention de partager ces nouvelles id\u00e9es avec les membres de leurs \u00e9quipes.<!--more--><\/p>\n<p>\u00ab\u00a0Le fait de savoir que l\u2019on n\u2019est pas seul et que d\u2019autres dans l\u2019industrie vivent les m\u00eames probl\u00e8mes nous aide beaucoup et montre que l\u2019industrie peut se mobiliser pour tenter de r\u00e9soudre le probl\u00e8me\u00a0\u00bb, d\u00e9clare Crystal Lowe, directrice, ressources strat\u00e9giques, Groupe financier BMO. \u00ab\u00a0L\u2019un des principaux enseignements de tout cela est de nous faire prendre conscience qu\u2019il est essentiel de nous assurer que les responsables marketing \u00e9tablissent leurs indices de performance principaux avant de se tourner vers leurs partenaires m\u00e9dia.\u00a0\u00bb<\/p>\n<p>Pour sa part, Dan Alvo, directeur du marketing, Wrigley Canada, ajoute\u00a0: \u00ab\u00a0J\u2019ai beaucoup entendu parler de transparence et de tous les probl\u00e8mes qui se posent \u00e0 cet \u00e9gard. J\u2019en tire une le\u00e7on tr\u00e8s importante, mais tr\u00e8s simple\u00a0: il faut \u00e9viter de devenir victime. Plut\u00f4t que d\u2019essayer de fuir la situation, on doit en \u00eatre conscients et l\u2019aborder de front. C\u2019est ce qu\u2019ont bien compris et mis en pratique avec succ\u00e8s plusieurs grandes entreprises.\u00a0\u00bb<\/p>\n<p>La journ\u00e9e a \u00e9t\u00e9 lanc\u00e9e par la conf\u00e9rence de Sentrant Security Inc, une firme de s\u00e9curit\u00e9 Internet sp\u00e9cialis\u00e9e dans le domaine de la fraude publicitaire dans les m\u00e9dias num\u00e9riques. Celle-ci a montr\u00e9 que <a href=\"http:\/\/www.acaweb.ca\/fr\/2015\/why-viewability-is-second-to-fraud\/\">les cybercriminels ont infiltr\u00e9 ces m\u00e9dias<\/a> et a lanc\u00e9 un cri d\u2019alarme pour que les gestionnaires marketing \u00e9laborent les plans d\u2019action requis afin de lutter contre le ph\u00e9nom\u00e8ne.<\/p>\n<p>Quant \u00e0 Kristi Karens, directrice, M\u00e9dias et partenariats avec les agences, Mondelez, a r\u00e9sum\u00e9 la situation provoqu\u00e9e par la fraude en ligne en la qualifiant du \u00ab\u00a0plus important probl\u00e8me v\u00e9cu par l\u2019industrie\u00a0\u00bb, comme le <a href=\"http:\/\/www.marketingmag.ca\/advantage\/ad-fraud-the-most-important-issue-for-the-industry-mondelezs-karens-149123?utm_source=EmailMarketing&amp;utm_medium=email&amp;utm_campaign=Marketing_AD-Vantage\" target=\"_blank\" rel=\"noopener\">rapporte <em>le revue Marketing<\/em><\/a>.<\/p>\n<p>Mme\u00a0Karens; Khoi Truong, directeur,\u00a0 m\u00e9dias, L\u2019Or\u00e9al Canada; Terry Chang, chef de groupe, Starcom MediaVest; Ricardo Martin, v.-p marketing, Unilever, ainsi que Brent Bernie, pr\u00e9sident, comScore Canada, ont aussi <a href=\"http:\/\/www.marketingmag.ca\/advantage\/what-marketers-have-to-say-about-viewability-149344?utm_source=EmailMarketing&amp;utm_medium=email&amp;utm_campaign=Marketing_AD-Vantage\" target=\"_blank\" rel=\"noopener\">exprim\u00e9 leur compr\u00e9hension<\/a> de la valeur r\u00e9elle de la visibilit\u00e9 des annonces.<\/p>\n<p>Parall\u00e8lement, la revue <a href=\"http:\/\/mediaincanada.com\/2015\/06\/11\/partnerships-the-way-forward-for-industry-panel\/\" target=\"_blank\" rel=\"noopener\"><em>Media in Canada<\/em><\/a> a soulign\u00e9 les appels en faveur d\u2019un v\u00e9ritable partenariat entre clients, agences et \u00e9diteurs Web.<\/p>\n<p>De son c\u00f4t\u00e9, l\u2019ACA gardera ces questions au c\u0153ur de ses pr\u00e9occupations au cours de l\u2019ann\u00e9e qui vient. Pour en savoir plus long sur ce que les annonceurs peuvent faire pour accro\u00eetre la transparence de transactions m\u00e9dia web et conna\u00eetre certaines mesures \u00e0 prendre imm\u00e9diatement, n\u2019h\u00e9sitez pas \u00e0 communiquer avec <a href=\"http:\/\/www.acaweb.ca\/fr\/aca-staff\/paul-hetu\/\">Paul H\u00e9tu, vice-pr\u00e9sident, Montr\u00e9al<\/a>.<\/p>\n<p>Pour vous rafra\u00eechir la m\u00e9moire \u00e0 propos des sujets abord\u00e9s lors du Forum, consultez nos <a href=\"http:\/\/www.acaweb.ca\/en\/aca-events\/acas-events-archive\/\">archives<\/a>, Vous pourrez acc\u00e9der \u00e0 des photos de l\u2019\u00e9v\u00e9nement et \u00e0 des t\u00e9moignages de membres expliquant ce qu\u2019ils ont pu y apprendre.\u00a0Les membres de l\u2019ACA peuvent, de surcro\u00eet, voir les vid\u00e9os des pr\u00e9sentations, alors que les participants peuvent \u00e9galement en consulter les diapos <em>(documents en anglais)<\/em>.<\/p>\n<p>&amp;nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par l\u2019\u00e9quipe de l\u2019ACA L\u2019am\u00e9lioration de la transparence du march\u00e9 des m\u00e9dias a constitu\u00e9 une pr\u00e9occupation majeure pour les annonceurs cette ann\u00e9e. Le 10 juin dernier, lors du Forum ex\u00e9cutif de l\u2019ACA, certains d\u2019entre eux ont expliqu\u00e9 comment ils s\u2019effor\u00e7aient de passer \u00e0\u00a0 l\u2019action. La conf\u00e9rence \u00ab\u00a0Adopter la ligne dure sur la publicit\u00e9 en ligne\u00a0: [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[30,298],"tags":[61,62,44,63,59,50],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Forum ex\u00e9cutif de l\u2019ACA : fraude et visibilit\u00e9 prennent la vedette. - 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\/2015\/forum-executif-de-laca-fraude-et-visibilite-prennent-la-vedette\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Forum ex\u00e9cutif de l\u2019ACA : fraude et visibilit\u00e9 prennent la vedette. - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par l\u2019\u00e9quipe de l\u2019ACA L\u2019am\u00e9lioration de la transparence du march\u00e9 des m\u00e9dias a constitu\u00e9 une pr\u00e9occupation majeure pour les annonceurs cette ann\u00e9e. Le 10 juin dernier, lors du Forum ex\u00e9cutif de l\u2019ACA, certains d\u2019entre eux ont expliqu\u00e9 comment ils s\u2019effor\u00e7aient de passer \u00e0\u00a0 l\u2019action. 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