{"id":2100,"date":"2014-06-18T16:22:01","date_gmt":"2014-06-18T20:22:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/"},"modified":"2017-10-28T21:59:55","modified_gmt":"2017-10-29T01:59:55","slug":"les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/","title":{"rendered":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante,  mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing"},"content":{"rendered":"<p><em><strong>Par Jessica Yared, ACA<\/strong><\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-7122 alignleft\" style=\"margin-right: 10px;\" alt=\"points-de-vue-header\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\" width=\"240\" height=\"45\" \/>L\u2019ACA accueillait la semaine derni\u00e8re des repr\u00e9sentants des annonceurs, d\u2019agences et de m\u00e9dias lors de son forum ex\u00e9cutif d\u2019une dur\u00e9e de 3 heures sur la transparence, la v\u00e9rification et les audits dans les m\u00e9dias num\u00e9riques. Que l\u2019\u00e9v\u00e9nement ait attir\u00e9 des participants issus de tous les groupes d\u00e9montre bien l\u2019importance actuelle de ces probl\u00e9matiques.<!--more--><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7914 alignright\" style=\"margin-left: 10px; \" alt=\"scaleFR\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2014\/06\/scaleFR-300x92.jpg\" width=\"300\" height=\"92\" \/>Alors que la presse sp\u00e9cialis\u00e9e rapporte chaque semaine des cas de <a href=\"http:\/\/www.marketingmag.ca\/news\/media-news\/internet-advertising-is-a-ponzi-scheme-column-109395\" target=\"_blank\">fraudes publicitaires<\/a>, la question de la transparence pr\u00e9occupe la plupart des annonceurs. Au-del\u00e0 des deux-tiers des participants au <a href=\"http:\/\/www.acaweb.ca\/fr\/the-marketers-pulse\/\">sondage d\u2019avril\/mai de Points de vue marketing<\/a> ont accord\u00e9 \u00e0 cette question la note de 8 ou plus, sur une \u00e9chelle o\u00f9 10 signifiait \u00ab Tr\u00e8s important \u00bb. Selon eux par ailleurs, le principal obstacle \u00e0 l\u2019\u00e9tablissement ou au maintien d\u2019un niveau optimal de transparence, est leur m\u00e9connaissance de la question. Ils estiment en effet ne pas en savoir assez pour poser les bonnes questions \u00e0 leur agence m\u00e9dia. Autrement dit, ils sont conscients du probl\u00e8me, mais ne savent pas trop comment le r\u00e9gler.<\/p>\n<p><strong>Perception et r\u00e9alit\u00e9<\/strong><\/p>\n<p>On pourrait penser que ceci n\u2019a rien de surprenant, vu que la publicit\u00e9 en ligne constitue un ph\u00e9nom\u00e8ne assez r\u00e9cent. Or, la premi\u00e8re annonce Internet est parue il y a pr\u00e8s de vingt ans. Malgr\u00e9 cela, le manque de transparence est un v\u00e9ritable fl\u00e9au dans les m\u00e9dias en ligne. Le monde de la publicit\u00e9 per\u00e7oit Internet comme un m\u00e9dia efficace pour rejoindre les consommateurs : un article paru r\u00e9cemment dans la revue <a href=\"http:\/\/mediaincanada.com\/2014\/06\/09\/online-ad-revenue-tops-tv-in-canada-pwc\/\" target=\"_blank\">Media in Canada<\/a> indiquait que, pour la premi\u00e8re fois, les revenus g\u00e9n\u00e9r\u00e9s par la publicit\u00e9 Internet au Canada d\u00e9passent maintenant ceux de la publicit\u00e9 t\u00e9l\u00e9vision. On per\u00e7oit g\u00e9n\u00e9ralement la publicit\u00e9 num\u00e9rique comme efficiente et susceptible d\u2019obtenir des r\u00e9sultats mesurables. Il n\u2019est cependant pas clair que cette perception correspond \u00e0 la r\u00e9alit\u00e9. Nonobstant la question des fraudes, comment les annonceurs peuvent-ils conna\u00eetre les co\u00fbts r\u00e9els de leurs annonces Internet, s\u2019ils ne savent pas quelles questions poser?<\/p>\n<p><strong>Des ph\u00e9nom\u00e8nes mal connus<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-7915\" style=\"margin-right: 10px;\" alt=\"arbitrageFR\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2014\/06\/arbitrageFR-300x186.jpg\" width=\"300\" height=\"186\" \/><a href=\"http:\/\/www.acaweb.ca\/fr\/the-marketers-pulse\/\">Points de vue marketing<\/a>, r\u00e9v\u00e8le dans sa derni\u00e8re \u00e9dition que pr\u00e8s d\u2019un annonceur sur cinq ignore si ses agences utilisent les services d\u2019un bureau d\u2019achat. De surcro\u00eet, le rapport montre que pr\u00e8s de 75 % des r\u00e9pondants ne savent pas si les bureaux d\u2019achat de leurs agences pratiquent l\u2019arbitrage \u2013 c\u2019est \u00e0 dire acheter un bien et le revendre imm\u00e9diatement \u00e0 un prix plus \u00e9lev\u00e9 afin de r\u00e9aliser un gain instantan\u00e9.<\/p>\n<p>Et que dire des Bonis de volume des agences? Ceux-ci prennent habituellement la forme de rabais offerts par les propri\u00e9taires de m\u00e9dias pour encourager les acheteurs \u00e0 investir plus dans leur programmation. La pratique est moins r\u00e9pandue au Canada qu\u2019\u00e0 l\u2019\u00e9tranger, mais elle existe malgr\u00e9 tout. \u00c0 quel point les annonceurs canadiens sont-ils inform\u00e9s de la question? Fait \u00e9tonnant, Points de vue marketing montre que si la moiti\u00e9 des annonceurs canadiens connaissent le ph\u00e9nom\u00e8ne, seulement 13,5 % d\u2019entre eux obtiennent une partie de ce rabais de la part de leurs agences m\u00e9dia.<\/p>\n<p><strong>La transparence : une question de confiance<\/strong><\/p>\n<p>\u00c0 mesure que ces probl\u00e8mes prendront de l\u2019importance dans l\u2019industrie, on s\u2019attend \u00e0 ce que de plus en plus d\u2019annonceurs questionnent leurs agences \u00e0 ce propos. Or, les r\u00e9sultats du sondage indiquent que les r\u00e9pondants entretiennent certains doutes sur les efforts d\u00e9ploy\u00e9s par leurs agences pour obtenir plus de transparence de leurs fournisseurs. Plusieurs participants consid\u00e8rent ne pas \u00eatre les seuls \u00e0 avoir de la difficult\u00e9 \u00e0 comprendre la situation. Au bout du compte, les agences et les \u00e9diteurs ont autant de raison de rechercher plus de transparence que les annonceurs. Si ces derniers restent confiants dans les m\u00e9dias num\u00e9riques et continuent d\u2019y investir, tous en profiteront.<\/p>\n<p>S\u2019il y a une le\u00e7on \u00e0 tirer du dernier rapport de Points de vue marketing, c\u2019est que toutes les parties impliqu\u00e9es dans l\u2019\u00e9cosyst\u00e8me de la publicit\u00e9 num\u00e9rique : clients, agences, m\u00e9dias doivent tous s\u2019efforcer d\u2019en accro\u00eetre la transparence et se consid\u00e9rer mutuellement imputables de fa\u00e7on \u00e0 ce que le marketing num\u00e9rique puissent prosp\u00e9rer au Canada et devenir profitable pour tous les acteurs impliqu\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Jessica Yared, ACA L\u2019ACA accueillait la semaine derni\u00e8re des repr\u00e9sentants des annonceurs, d\u2019agences et de m\u00e9dias lors de son forum ex\u00e9cutif d\u2019une dur\u00e9e de 3 heures sur la transparence, la v\u00e9rification et les audits dans les m\u00e9dias num\u00e9riques. Que l\u2019\u00e9v\u00e9nement ait attir\u00e9 des participants issus de tous les groupes d\u00e9montre bien l\u2019importance actuelle de [&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":[475,605],"tags":[31,32,33,476,61,477,478,277,59,215],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - 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\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par Jessica Yared, ACA L\u2019ACA accueillait la semaine derni\u00e8re des repr\u00e9sentants des annonceurs, d\u2019agences et de m\u00e9dias lors de son forum ex\u00e9cutif d\u2019une dur\u00e9e de 3 heures sur la transparence, la v\u00e9rification et les audits dans les m\u00e9dias num\u00e9riques. Que l\u2019\u00e9v\u00e9nement ait attir\u00e9 des participants issus de tous les groupes d\u00e9montre bien l\u2019importance actuelle de [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-18T20:22:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-29T01:59:55+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\" \/>\n<meta name=\"author\" content=\"ACA Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"ACA Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\"},\"author\":{\"name\":\"ACA Team\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34\"},\"headline\":\"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing\",\"datePublished\":\"2014-06-18T20:22:01+00:00\",\"dateModified\":\"2017-10-29T01:59:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\"},\"wordCount\":770,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\",\"keywords\":[\"aca\",\"annonceurs\",\"association canadienne des annonceurs\",\"audits dans les m\u00e9dias num\u00e9riques\",\"forum ex\u00e9cutif\",\"Jessica Yared\",\"marketing en ligne\",\"points de vue marketing\",\"transparence\",\"v\u00e9rification\"],\"articleSection\":[\"M\u00e9dias\",\"Recherche\"],\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\",\"url\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\",\"name\":\"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - Association canadienne des annonceurs\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\",\"datePublished\":\"2014-06-18T20:22:01+00:00\",\"dateModified\":\"2017-10-29T01:59:55+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#breadcrumb\"},\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-CA\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage\",\"url\":\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\",\"contentUrl\":\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/acaweb.ca\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#website\",\"url\":\"https:\/\/acaweb.ca\/fr\/\",\"name\":\"Association canadienne des annonceurs\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/acaweb.ca\/fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#organization\",\"name\":\"Association canadienne des annonceurs\",\"url\":\"https:\/\/acaweb.ca\/fr\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-CA\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2017\/10\/cropped-ACA-FR-logo-colour.png\",\"contentUrl\":\"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2017\/10\/cropped-ACA-FR-logo-colour.png\",\"width\":1595,\"height\":417,\"caption\":\"Association canadienne des annonceurs\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34\",\"name\":\"ACA Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-CA\",\"@id\":\"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g\",\"caption\":\"ACA Team\"},\"url\":\"https:\/\/acaweb.ca\/fr\/author\/webadmin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - Association canadienne des annonceurs","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/","og_locale":"fr_CA","og_type":"article","og_title":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - Association canadienne des annonceurs","og_description":"Par Jessica Yared, ACA L\u2019ACA accueillait la semaine derni\u00e8re des repr\u00e9sentants des annonceurs, d\u2019agences et de m\u00e9dias lors de son forum ex\u00e9cutif d\u2019une dur\u00e9e de 3 heures sur la transparence, la v\u00e9rification et les audits dans les m\u00e9dias num\u00e9riques. Que l\u2019\u00e9v\u00e9nement ait attir\u00e9 des participants issus de tous les groupes d\u00e9montre bien l\u2019importance actuelle de [&hellip;]","og_url":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/","og_site_name":"Association canadienne des annonceurs","article_published_time":"2014-06-18T20:22:01+00:00","article_modified_time":"2017-10-29T01:59:55+00:00","og_image":[{"url":"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg"}],"author":"ACA Team","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"ACA Team","Estimation du temps de lecture":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#article","isPartOf":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/"},"author":{"name":"ACA Team","@id":"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34"},"headline":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing","datePublished":"2014-06-18T20:22:01+00:00","dateModified":"2017-10-29T01:59:55+00:00","mainEntityOfPage":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/"},"wordCount":770,"commentCount":0,"publisher":{"@id":"https:\/\/acaweb.ca\/fr\/#organization"},"image":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage"},"thumbnailUrl":"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg","keywords":["aca","annonceurs","association canadienne des annonceurs","audits dans les m\u00e9dias num\u00e9riques","forum ex\u00e9cutif","Jessica Yared","marketing en ligne","points de vue marketing","transparence","v\u00e9rification"],"articleSection":["M\u00e9dias","Recherche"],"inLanguage":"fr-CA","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/","url":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/","name":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing - Association canadienne des annonceurs","isPartOf":{"@id":"https:\/\/acaweb.ca\/fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage"},"image":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage"},"thumbnailUrl":"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg","datePublished":"2014-06-18T20:22:01+00:00","dateModified":"2017-10-29T01:59:55+00:00","breadcrumb":{"@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#breadcrumb"},"inLanguage":"fr-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#primaryimage","url":"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg","contentUrl":"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/11\/points-de-vue-header-300x56.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/acaweb.ca\/fr\/2014\/les-annonceurs-considerent-la-transparence-des-medias-importante-mais-difficile-a-realiser-selon-points-de-vue-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/acaweb.ca\/fr\/"},{"@type":"ListItem","position":2,"name":"Les annonceurs consid\u00e8rent la transparence des m\u00e9dias importante, mais difficile \u00e0 r\u00e9aliser, selon Points de vue marketing"}]},{"@type":"WebSite","@id":"https:\/\/acaweb.ca\/fr\/#website","url":"https:\/\/acaweb.ca\/fr\/","name":"Association canadienne des annonceurs","description":"","publisher":{"@id":"https:\/\/acaweb.ca\/fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/acaweb.ca\/fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-CA"},{"@type":"Organization","@id":"https:\/\/acaweb.ca\/fr\/#organization","name":"Association canadienne des annonceurs","url":"https:\/\/acaweb.ca\/fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/acaweb.ca\/fr\/#\/schema\/logo\/image\/","url":"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2017\/10\/cropped-ACA-FR-logo-colour.png","contentUrl":"https:\/\/acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2017\/10\/cropped-ACA-FR-logo-colour.png","width":1595,"height":417,"caption":"Association canadienne des annonceurs"},"image":{"@id":"https:\/\/acaweb.ca\/fr\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/f7817c23950338ef3ae1594b950a8b34","name":"ACA Team","image":{"@type":"ImageObject","inLanguage":"fr-CA","@id":"https:\/\/acaweb.ca\/fr\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6ec41aa20c8ca581a7102d623b8e4175?s=96&d=mm&r=g","caption":"ACA Team"},"url":"https:\/\/acaweb.ca\/fr\/author\/webadmin\/"}]}},"_links":{"self":[{"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/posts\/2100"}],"collection":[{"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/comments?post=2100"}],"version-history":[{"count":0,"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/posts\/2100\/revisions"}],"wp:attachment":[{"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/media?parent=2100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/categories?post=2100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/acaweb.ca\/fr\/wp-json\/wp\/v2\/tags?post=2100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}