{"id":3684,"date":"2019-03-12T10:16:14","date_gmt":"2019-03-12T14:16:14","guid":{"rendered":"https:\/\/acaweb.ca\/staging\/fr\/?page_id=3684"},"modified":"2023-03-06T09:47:05","modified_gmt":"2023-03-06T14:47:05","slug":"securite-des-marques","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/staging\/fr\/leadership\/initiatives-actuelles\/securite-des-marques\/","title":{"rendered":"S\u00e9curit\u00e9 des marques"},"content":{"rendered":"<p>Les difficult\u00e9s \u00e0 pr\u00e9server la r\u00e9putation d\u2019une marque annonc\u00e9e en ligne n\u2019ont d\u2019\u00e9gal que l\u2019incroyable courbe de croissance des m\u00e9dias num\u00e9riques. Les enjeux sont vastes et comprennent, sans s\u2019y limiter :<\/p>\n<ul>\n<li><strong>Le d\u00e9calage contextuel<\/strong> entre le contenu d\u2019une page et la publicit\u00e9 qui y est publi\u00e9e. Par exemple, la publicit\u00e9 d\u2019un complexe fun\u00e9raire ne devrait pas se trouver sur la page des annonces de naissance.<\/li>\n<li>Les publicit\u00e9s plac\u00e9es \u00e0 c\u00f4t\u00e9 de <strong>\u00ab\u2009fausses nouvelles\u2009\u00bb ou de contenus d\u2019extr\u00eame droite<\/strong>. Le danger est de sugg\u00e9rer par m\u00e9garde qu\u2019une marque finance un site ou un fournisseur de contenu malveillant ou frauduleux telle une organisation terroriste.<\/li>\n<li><strong>D\u2019autres types de contenu pr\u00e9judiciable<\/strong> pourraient comprendre, entre autres choses, des messages politiques ou du contenu pour adultes. Chaque marque devrait \u00e9laborer sa propre liste de contenus \u00e0 \u00e9viter.<\/li>\n<li><strong>Le trafic ill\u00e9gitime<\/strong>, qui en soi se r\u00e9v\u00e8le un probl\u00e8me complexe, peut aussi nuire \u00e0 la s\u00e9curit\u00e9 des marques lorsque les publicit\u00e9s sont plac\u00e9es sur des sites de faible valeur en raison principalement de lacunes \u00e0 l\u2019\u00e9tape de la planification et des achats m\u00e9dia programmatiques.<\/li>\n<\/ul>\n<p>La s\u00e9curit\u00e9 des marques demeure un enjeu constant et l\u2019ACA s\u2019efforce d\u2019aider ses membres \u00e0 prot\u00e9ger la r\u00e9putation de leur marque. Au nom de certains de nos membres en particulier et au b\u00e9n\u00e9fice de l\u2019ensemble de nos membres, nous sommes intervenus aupr\u00e8s de plateformes qui repr\u00e9sentaient un risque pour la s\u00e9curit\u00e9 des marques. De plus, nous mettons plusieurs ressources \u00e0 la disposition de nos membres sur notre site. Voir plus bas.<\/p>\n<p>L\u2019ACA appuie \u00e9galement la GARM (<a href=\"http:\/\/&lt;a href=\" target=\"_blank\" rel=\"noopener noreferrer\">Global Alliance for Responsible Media<\/a>Global Alliance for Responsible Media) dont l\u2019objectif consiste \u00e0 cr\u00e9er un environnement num\u00e9rique \u00e0 la fois plus durable et plus responsable qui prot\u00e8ge tant les consommateurs que l\u2019industrie des m\u00e9dias et, par le fait m\u00eame, la soci\u00e9t\u00e9 en g\u00e9n\u00e9ral. La GARM, la premi\u00e8re communaut\u00e9 du genre au sein de l\u2019industrie, rassemble des annonceurs de marques internationales, des agences, des propri\u00e9taires de m\u00e9dias et de plateformes de diffusion ainsi que des organismes professionnels du domaine.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em; border: none;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><em>Ce symbole signifie que vous devez \u00eatre membre de l\u2019ACA pour acc\u00e9der \u00e0 ce contenu.<\/em><\/p>\n<h3>Ressources connexes<\/h3>\n<p>(2021) <a href=\"https:\/\/acaweb.ca\/staging\/fr\/events\/securite-des-marques-ce-que-vous-devez-savoir\/\">S\u00e9curit\u00e9 des marques : ce que vous devez savoir [webinaire]<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(2020) <a href=\"https:\/\/acaweb.ca\/staging\/fr\/resource\/securite-des-marques-guide-de-reference-du-mrc\/\" target=\"_blank\" rel=\"noopener noreferrer\">MRC Brand Safety Reference Guide<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(2020) Brand Safety in Online Advertising: Technical Guidelines, Industry Response and Training (IAB Canada)<br \/>\n(2019) <a href=\"https:\/\/acaweb.ca\/staging\/fr\/resource\/charte-mondiale-des-medias\/\" target=\"_blank\" rel=\"noopener noreferrer\">Charte mondiale des m\u00e9dias<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(2017) <a href=\"https:\/\/acaweb.ca\/staging\/fr\/resource\/guide-dachat-et-daudit-des-medias-numeriques\/\" target=\"_blank\" rel=\"noopener noreferrer\">Guide d\u2019achat et d\u2019audit des m\u00e9dias num\u00e9riques<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><\/p>\n<h3>Infos-annonceurs<\/h3>\n<p>(Ao\u00fbt 2019) <a class=\"\" href=\"https:\/\/imis.acaweb.ca\/aca\/acafr\/portail\/Sign_In.aspx?returnurl=\/aca\/Custom\/Relay.aspx?nextUrl=https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684?login=true\">Algorithmes m\u00e9dias et discrimination : guide<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(Avril 2012) <a class=\"\" href=\"https:\/\/imis.acaweb.ca\/aca\/acafr\/portail\/Sign_In.aspx?returnurl=\/aca\/Custom\/Relay.aspx?nextUrl=https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684?login=true\">Comment r\u00e9agir aux probl\u00e8mes r\u00e9cents de s\u00e9curit\u00e9 des marques<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><br \/>\n(F\u00e9vrier 2019) <a class=\"\" href=\"https:\/\/imis.acaweb.ca\/aca\/acafr\/portail\/Sign_In.aspx?returnurl=\/aca\/Custom\/Relay.aspx?nextUrl=https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684?login=true\">Publicit\u00e9 dans Youtube<\/a> <img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-3417\" style=\"margin-right: 1em;\" src=\"https:\/\/acaweb.ca\/staging\/en\/wp-content\/uploads\/sites\/2\/2018\/02\/key-green-whitesp.png\" alt=\"members only\" width=\"30\" height=\"15\" \/><\/p>\n<h3>Articles connexes<\/h3>\n<p>(8 janvier 2021) <a href=\"https:\/\/www.fastcompany.com\/90592199\/the-capitol-coup-needs-to-be-brands-wake-up-call-about-funding-online-disinformation\" target=\"_blank\" rel=\"noopener noreferrer\">The attempted coup at the Capitol needs to be brands\u2019 wake-up call about funding online disinformation<\/a><br \/>\n(13 novembre 2019) <a href=\"https:\/\/www.linkedin.com\/pulse\/save-digital-advertising-world-togetherwecan-jerry-daykin\/\" target=\"_blank\" rel=\"noopener noreferrer\">Save Digital Advertising, Save the World? #TogetherWeCAN #Outvertising<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les difficult\u00e9s \u00e0 pr\u00e9server la r\u00e9putation d\u2019une marque annonc\u00e9e en ligne n\u2019ont d\u2019\u00e9gal que l\u2019incroyable courbe de croissance des m\u00e9dias num\u00e9riques. Les enjeux sont vastes et comprennent, sans s\u2019y limiter : Le d\u00e9calage contextuel entre le contenu d\u2019une page et la publicit\u00e9 qui y est publi\u00e9e. Par exemple, la publicit\u00e9 d\u2019un complexe fun\u00e9raire ne devrait [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":340,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"leadership-grandchild.php","meta":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:site_name\" content=\"Association canadienne des annonceurs\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/acaweb.ca\/staging\/fr\/#website\",\"url\":\"https:\/\/acaweb.ca\/staging\/fr\/\",\"name\":\"Association canadienne des annonceurs\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/acaweb.ca\/staging\/fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-CA\"},{\"@type\":\"CollectionPage\",\"@id\":\"#webpage\",\"url\":\"\",\"name\":\"\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/staging\/fr\/#website\"},\"breadcrumb\":{\"@id\":\"#breadcrumb\"},\"inLanguage\":\"fr-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/acaweb.ca\/staging\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\"}]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"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"},"og_locale":"fr_CA","og_type":"article","og_site_name":"Association canadienne des annonceurs","twitter_card":"summary","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebSite","@id":"https:\/\/acaweb.ca\/staging\/fr\/#website","url":"https:\/\/acaweb.ca\/staging\/fr\/","name":"Association canadienne des annonceurs","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/acaweb.ca\/staging\/fr\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-CA"},{"@type":"CollectionPage","@id":"#webpage","url":"","name":"","isPartOf":{"@id":"https:\/\/acaweb.ca\/staging\/fr\/#website"},"breadcrumb":{"@id":"#breadcrumb"},"inLanguage":"fr-CA","potentialAction":[{"@type":"ReadAction","target":[""]}]},{"@type":"BreadcrumbList","@id":"#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/acaweb.ca\/staging\/fr\/"},{"@type":"ListItem","position":2,"name":""}]}]}},"_links":{"self":[{"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684"}],"collection":[{"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/comments?post=3684"}],"version-history":[{"count":24,"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684\/revisions"}],"predecessor-version":[{"id":6609,"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/3684\/revisions\/6609"}],"up":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/pages\/340"}],"wp:attachment":[{"href":"https:\/\/acaweb.ca\/staging\/fr\/wp-json\/wp\/v2\/media?parent=3684"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}