{"id":16227,"date":"2024-10-28T14:10:57","date_gmt":"2024-10-28T12:10:57","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=16227"},"modified":"2024-10-28T15:41:52","modified_gmt":"2024-10-28T13:41:52","slug":"fin-cookies-tiers-urgence","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/fin-cookies-tiers-urgence\/","title":{"rendered":"La cookie-calypse n\u2019aura pas lieu\u2026 mais l\u2019urgence demeure\u00a0!"},"content":{"rendered":"\n

Apr\u00e8s des ann\u00e9es de report de la d\u00e9pr\u00e9ciation des cookies tiers sur Chrome et un suspense (quasi-)insoutenable \u00e0 chaque nouvelle annonce, Google a d\u00e9cr\u00e9t\u00e9 cet \u00e9t\u00e9\u2026 la fin de la fin des cookies tiers sur Chrome.\u00a0Un soulagement g\u00e9n\u00e9ral ? Oui et non.<\/strong>\u00a0Oui, car cela met fin \u00e0 l\u2019urgence de passer \u00e0 des solutions alternatives d\u2019ici d\u00e9but 2025. Et on sait que Q4 n\u2019est pas le bon moment pour modifier les fondements de ses campagnes. Non, car la r\u00e9alit\u00e9 du terrain, elle, a bien chang\u00e9 et les donn\u00e9es si ch\u00e8res \u00e0 la performance de nos campagnes sont d\u00e9j\u00e0 presque de l\u2019histoire ancienne.\u00a0<\/p>\n\n\n\n

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

Le monde est en mouvement\u2026<\/h2>\n\n\n\n

Le futur sans cookies tiers \u00e9tait annonc\u00e9 depuis 2020 sur Chrome\u2026 et report\u00e9 moults fois depuis. Mais elle est d\u00e9j\u00e0 une r\u00e9alit\u00e9 sur Safari et Firefox. Le navigateur de Google \u00e9tant utilis\u00e9 par 58% des internautes en France<\/a> (et autant sur mobile<\/a>), cela signifie que quatre utilisateurs sur dix ne sont aujourd\u2019hui plus suivis par des cookies tiers<\/strong>. <\/p>\n\n\n\n

Ajoutons \u00e0 cela l’impact du RGPD et la baisse drastique du consentement utilisateur (25% des internautes refusent leur consentement lorsqu\u2019ils visitent un site web<\/a>), le constat est clair : le volume de donn\u00e9es disponibles via les cookies tiers s’est consid\u00e9rablement r\u00e9duit<\/strong>. <\/p>\n\n\n\n

Par ailleurs, la fin de la fin des cookies sur Chrome n\u2019en est pas une<\/strong>, puisqu\u2019au lieu de supprimer les cookies tiers, Google propose une voie alternative centr\u00e9e sur un choix \u00e9clair\u00e9 laiss\u00e9 aux utilisateurs. Ce sont donc les utilisateurs qui auront entre leurs mains la responsabilit\u00e9 de supprimer ou non les cookies tiers. Quel volume perdrons-nous ? En se basant sur le taux d\u2019adoption d\u2019un outil similaire sur iOS, nos \u00e9quipes ont \u00e9valu\u00e9 un taux de refus des cookies tiers par les utilisateurs de Chrome entre 70% et 80%<\/strong>. <\/p>\n\n\n\n

En somme, m\u00eame si Google ne met pas fin aux cookies tiers par d\u00e9faut, ils sont en bonne voie d\u2019extinction.<\/p>\n\n\n\n

\u2026 et l\u2019immobilisme un recul<\/h2>\n\n\n\n

L\u2019annulation de la date butoir de d\u00e9but janvier 2025 est une opportunit\u00e9 pour les annonceurs de consolider les strat\u00e9gies cookieless et prendre une longueur d’avance sur la concurrence. <\/p>\n\n\n\n

Acceleration, agence WPP sp\u00e9cialis\u00e9e dans les technologies Google, a anticip\u00e9 ce changement de paradigme et d\u00e9velopp\u00e9 des solutions robustes pour un monde avec moins de cookies.<\/p>\n\n\n\n

Ses recommandations :<\/strong><\/p>\n\n\n\n

    \n
  • Miser sur la donn\u00e9e first party :<\/strong> Renforcer la collecte et l’exploitation des donn\u00e9es propri\u00e9taires est plus que jamais crucial. C’est la base d’une strat\u00e9gie marketing durable et respectueuse de la vie priv\u00e9e.<\/li>\n\n\n\n
  • Explorer les alternatives :<\/strong> Tester et d\u00e9ployer des solutions comme Conversion API, les cohortes bas\u00e9es sur les centres d’int\u00e9r\u00eat, le ciblage contextuel…<\/li>\n\n\n\n
  • Adopter une approche multi-signaux :<\/strong> Combiner diff\u00e9rentes sources de donn\u00e9es pour compenser la perte des cookies tiers et optimiser la performance des campagnes.<\/li>\n\n\n\n
  • Ne pas n\u00e9gliger la mesure :<\/strong> Mettre en place des solutions de mesure alternatives pour \u00e9valuer l’efficacit\u00e9 des campagnes dans un environnement cookieless. <\/li>\n<\/ul>\n\n\n\n

    Pour rappel, si l\u2019objectif principal des solutions alternatives aux cookies tiers n\u2019est pas uniquement la performance \u00e0 court terme, elles sont n\u00e9anmoins essentielles pour s\u2019assurer de r\u00e9cup\u00e9rer de la mesure, mesures qui vont bien s\u00fbr nourrir les algorithmes\u2026 et am\u00e9liorer les performances de vos campagnes ! <\/strong>Les b\u00e9n\u00e9fices \u00e0 long terme sont nombreux : meilleures attributions des conversions et connaissance du client, respect de la vie priv\u00e9e des utilisateurs, construction d\u2019une relation de confiance am\u00e9liorant l\u2019image de marque de l\u2019annonceur, etc.<\/p>\n\n\n\n

    Dans un environnement o\u00f9 l\u2019IA fait la loi, le risque est une uniformisation des campagnes. Les annonceurs qui int\u00e8grent la bonne mesure et les donn\u00e9es first party ad\u00e9quates partiront avec une longueur d\u2019avance.<\/p>\n\n\n\n

    En conclusion<\/h2>\n\n\n\n

    La fin de la d\u00e9pr\u00e9ciation g\u00e9n\u00e9ralis\u00e9e des cookies tiers est une opportunit\u00e9 inesp\u00e9r\u00e9e pour prendre de l’avance et construire l’avenir du marketing digital. Acceleration vous accompagne avec des solutions sur mesure et une expertise pointue. Contactez-nous pour transformer ce r\u00e9pit en un avantage concurrentiel d\u00e9cisif !<\/p>\n","protected":false},"excerpt":{"rendered":"

    Apr\u00e8s des ann\u00e9es de report de la d\u00e9pr\u00e9ciation des cookies tiers sur Chrome et un suspense (quasi-)insoutenable \u00e0 chaque nouvelle annonce, Google a d\u00e9cr\u00e9t\u00e9 cet \u00e9t\u00e9\u2026 la fin de la fin des cookies tiers sur Chrome.\u00a0Un soulagement g\u00e9n\u00e9ral ? Oui et non.\u00a0Oui, car cela met fin \u00e0 l\u2019urgence de passer \u00e0 des solutions alternatives d\u2019ici […]<\/p>\n","protected":false},"author":1,"featured_media":16255,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nFin des cookies tiers : l'urgence demeure !<\/title>\n<meta name=\"description\" content=\"Google repousse la fin des cookies tiers, mais l'adaptation est essentielle. 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