{"id":13837,"date":"2023-04-18T14:30:25","date_gmt":"2023-04-18T12:30:25","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=13837"},"modified":"2023-04-18T16:45:10","modified_gmt":"2023-04-18T14:45:10","slug":"connecteur-server-microsoft-ads-post-cookies","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/connecteur-server-microsoft-ads-post-cookies\/","title":{"rendered":"OCI : connecteur de choc pour des campagnes Microsoft Ads post-cookies"},"content":{"rendered":"
\n
\"Microsoft<\/figure>\n<\/div>\n\n\n
<\/div>\n\n\n\n

Les cookies tiers disparaissent d\u00e9finitivement en 2024. D\u00e9couvrez comment, avec notre connecteur server-to-server pour Microsoft Ads, nous permettons \u00e0 nos clients de continuer de mesurer pr\u00e9cis\u00e9ment leurs campagnes, tout en leur donnant plus de contr\u00f4le sur leurs donn\u00e9es.<\/p>\n\n\n\n

Fin des cookies tiers, plus que des miettes \u00e0 se mettre sous la dent<\/h2>\n\n\n\n

Aujourd’hui, le tracking 3rd party est le principal moyen utilis\u00e9 pour mesurer la performance publicitaire sur la plupart des plateformes. Celui-ci s\u2019effectue avec le d\u00e9p\u00f4t de tags sur le site de l\u2019annonceur et\/ou de cookies tiers sur l\u2019ordinateur de l\u2019utilisateur.<\/p>\n\n\n\n

En 2024, avec la fin des cookies tiers dans Chrome, dont la part de march\u00e9 des navigateurs internet s\u2019\u00e9l\u00e8ve \u00e0 presque 60 % en France<\/a>, il devient de plus en plus difficile de mesurer l’efficacit\u00e9 des campagnes publicitaires en ligne. Le seul moyen de continuer de suivre la performance de ses campagnes, mais aussi d\u2019optimiser leur pilotage automatiquement via les algorithmes, est le recours \u00e0 un syst\u00e8me server-to-server.<\/strong><\/p>\n\n\n\n

Le server-to-server \u00e0 votre service<\/h2>\n\n\n\n

Le server-to-server (S2S) est une technologie qui permet la transmission de donn\u00e9es directement depuis le serveur de l\u2019annonceur vers celui de la plateforme publicitaire afin de tracker les conversions<\/strong>. Chez Keyade, la R&D travaille depuis des ann\u00e9es sur le S2S, bien avant le sujet du cookieless.<\/p>\n\n\n\n

En plus de permettre de continuer \u00e0 mesurer et piloter les campagnes publicitaires, le server-to-server permet aussi aux annonceurs de reprendre la main sur leurs donn\u00e9es qui ne sont plus collect\u00e9es et g\u00e9r\u00e9es par les r\u00e9gies. Ainsi, ils peuvent d\u00e9finir de mani\u00e8re granulaire les donn\u00e9es qu\u2019ils partagent avec les r\u00e9gies et agences.<\/p>\n\n\n\n

En sch\u00e9ma, voici ce que cela donne. \ud83d\udc47<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Ces derni\u00e8res ann\u00e9es, nous avons ainsi d\u00e9velopp\u00e9 des connecteurs pour Google Ads ou Search 360 pour des clients comme La Redoute, Jacadi ou Boulanger.<\/p>\n\n\n\n

Et OCI pour Microsoft Ads<\/h2>\n\n\n\n

R\u00e9cemment, notre \u00e9quipe R&D a d\u00e9velopp\u00e9 un connecteur pour Microsoft Ads, via son API Offline Conversion Import (OCI)<\/strong>.\u00a0Connect\u00e9 \u00e0 notre suite technologique Madmetrics, il permet de collecter les donn\u00e9es en S2S et de les utiliser pour mesurer l’efficacit\u00e9 de vos campagnes publicitaires en ligne, mais aussi et surtout de piloter vos campagnes Microsoft Ads directement sur ces donn\u00e9es<\/strong>. <\/p>\n\n\n\n

On collecte votre donn\u00e9e de marge via OCI ? Pilotez demain vos campagnes SEA sur Microsoft Ads sur cet objectif. <\/p>\n\n\n\n

Fin des cookies, d\u00e9part de nouvelles opportunit\u00e9s<\/h2>\n\n\n\n

Loin d\u2019\u00eatre la fin du pilotage des campagnes \u00e0 la performance, la fin des cookies tiers se pr\u00e9sente, gr\u00e2ce au server-to-server, comme une opportunit\u00e9 de repenser le syst\u00e8me de suivi pour int\u00e9grer de nouvelles donn\u00e9es (1st party) pour am\u00e9liorer la performance des campagnes publicitaires\u00a0: marge, stock, taux de retours\u2026 <\/p>\n\n\n\n

Cette opportunit\u00e9 concerne bien s\u00fbr les plateformes publicitaires telles que Google Ads ou Microsoft Ads, mais aussi les plateformes d\u2019affiliation, comme Awin, TimeOne ou \u00a0Daisycon pour laquelle nous sommes en train de d\u00e9velopper un nouveau connecteur. Nous vous tiendrons inform\u00e9s.<\/p>\n","protected":false},"excerpt":{"rendered":"

La fin des cookies tiers approche. Comment mesurer efficacement vos campagnes publicitaires en ligne ? D\u00e9couvrez comment notre connecteur server-to-server pour Microsoft Ads peut aider les annonceurs.<\/p>\n","protected":false},"author":1,"featured_media":13847,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-13837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea"],"yoast_head":"\nMesurez vos campagnes Microsoft Ads sans cookies tiers - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez notre connecteur server-to-server pour Microsoft Ads, la solution post-cookies pour mesurer et piloter ses campagnes.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/connecteur-server-microsoft-ads-post-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mesurez vos campagnes Microsoft Ads sans cookies tiers - 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