{"id":24298,"date":"2023-08-07T19:58:52","date_gmt":"2023-08-07T17:58:52","guid":{"rendered":"https:\/\/goldbach.com\/goldbach-valide-les-data-first-party-a-laide-des-donnees-de-panel-dintervista-ag\/"},"modified":"2025-12-16T17:38:27","modified_gmt":"2025-12-16T16:38:27","slug":"goldbach-valide-les-data-first-party-a-laide-des-donnees-de-panel-dintervista-ag","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/goldbach-valide-les-data-first-party-a-laide-des-donnees-de-panel-dintervista-ag\/","title":{"rendered":"Goldbach valide les Data First-Party \u00e0 l&#8217;aide des donn\u00e9es de panel d&#8217;intervista AG"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\"><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1224px;margin-left: calc(-2% \/ 2 );margin-right: calc(-2% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0.98%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0.98%;--awb-width-medium:100%;--awb-spacing-right-medium:0.98%;--awb-spacing-left-medium:0.98%;--awb-width-small:100%;--awb-spacing-right-small:0.98%;--awb-spacing-left-small:0.98%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1 fusion-text-no-margin\" style=\"--awb-margin-bottom:20px;\"><p><strong>V&eacute;rifi&eacute; et approuv&eacute;&nbsp;: en mai, le r&eacute;gisseur publicitaire Goldbach a soumis son offre de <a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Ciblage&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;L&rsquo;adressage pr&eacute;cis de groupes d&rsquo;utilisateurs au sein d&rsquo;une campagne publicitaire sur la base de caract&eacute;ristiques telles que les int&eacute;r&ecirc;ts, la d&eacute;mographie ou la localisation.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/ciblage\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>ciblage<\/a> Online &agrave; une validation. R&eacute;sultat&nbsp;: les pr&eacute;dictions concernant les caract&eacute;ristiques d&eacute;mographiques des utilisateurs, telles que le sexe ou les tranches d&rsquo;&acirc;ge, sont correctes jusqu&rsquo;&agrave; 90&nbsp;%. Pour les annonceurs, c&rsquo;est la confirmation que leurs campagnes publicitaires avec <a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Ciblage&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;L&rsquo;adressage pr&eacute;cis de groupes d&rsquo;utilisateurs au sein d&rsquo;une campagne publicitaire sur la base de caract&eacute;ristiques telles que les int&eacute;r&ecirc;ts, la d&eacute;mographie ou la localisation.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/ciblage\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>ciblage<\/a> d&rsquo;<a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Audience&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Le terme audience d&eacute;signe l&rsquo;ensemble des personnes qui consomment un m&eacute;dia sp&eacute;cifique, une &eacute;mission, une campagne publicitaire ou un contenu. Dans le contexte des m&eacute;dias et de la publicit&eacute;, il d&eacute;crit la port&eacute;e cible ou r&eacute;elle d&rsquo;une offre, c&rsquo;est-&agrave;-dire le groupe d&rsquo;utilisateurs et d&rsquo;utilisatrices atteints ou potentiellement atteints. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/audience\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">audience<\/a> d&eacute;mographique sont diffus&eacute;es de mani&egrave;re s&ucirc;re et pr&eacute;cise.  <\/strong><\/p>\n<p>Gr&acirc;ce &agrave; la collecte et &agrave; l&rsquo;utilisation de Data First-Party provenant de ses propres r&eacute;seaux (20&nbsp;minutes, Tages-Anzeiger, SMG, etc.), Goldbach a la possibilit&eacute; de cr&eacute;er des produits de <a class=\"glossaryLink cmtt_Audio cmtt_Online\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Ciblage&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;L&rsquo;adressage pr&eacute;cis de groupes d&rsquo;utilisateurs au sein d&rsquo;une campagne publicitaire sur la base de caract&eacute;ristiques telles que les int&eacute;r&ecirc;ts, la d&eacute;mographie ou la localisation.&lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/ciblage\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>ciblage<\/a> de Data innovants ainsi que des mod&egrave;les de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Pr&eacute;vision&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une pr&eacute;vision est une estimation syst&eacute;matique des &eacute;volutions futures (par exemple le chiffre d&amp;#039;affaires, la port&eacute;e ou les co&ucirc;ts), &eacute;tablie sur la base de Data actuelles, de valeurs historiques et des tendances du march&eacute;. Contrairement au budget statique, une pr&eacute;vision est dynamique et est r&eacute;guli&egrave;rement mise &agrave; jour. Cela permet de d&eacute;tecter rapidement les &eacute;carts par rapport &agrave; la planification initiale et de prendre des d&eacute;cisions de pilotage &eacute;clair&eacute;es.  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/prevision\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">pr&eacute;vision<\/a> pr&eacute;cis. Les annonceurs peuvent ainsi r&eacute;server des campagnes comprenant des ciblages d&rsquo;<a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Audience&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Le terme audience d&eacute;signe l&rsquo;ensemble des personnes qui consomment un m&eacute;dia sp&eacute;cifique, une &eacute;mission, une campagne publicitaire ou un contenu. Dans le contexte des m&eacute;dias et de la publicit&eacute;, il d&eacute;crit la port&eacute;e cible ou r&eacute;elle d&rsquo;une offre, c&rsquo;est-&agrave;-dire le groupe d&rsquo;utilisateurs et d&rsquo;utilisatrices atteints ou potentiellement atteints. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/audience\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">audience<\/a>, comme par exemple les passionn&eacute;s de voitures ou les utilisateurs d&rsquo;une certaine tranche d&rsquo;&acirc;ge. Les mod&egrave;les de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Pr&eacute;vision&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une pr&eacute;vision est une estimation syst&eacute;matique des &eacute;volutions futures (par exemple le chiffre d&amp;#039;affaires, la port&eacute;e ou les co&ucirc;ts), &eacute;tablie sur la base de Data actuelles, de valeurs historiques et des tendances du march&eacute;. Contrairement au budget statique, une pr&eacute;vision est dynamique et est r&eacute;guli&egrave;rement mise &agrave; jour. Cela permet de d&eacute;tecter rapidement les &eacute;carts par rapport &agrave; la planification initiale et de prendre des d&eacute;cisions de pilotage &eacute;clair&eacute;es.  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/prevision\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">pr&eacute;vision<\/a> permettent de pr&eacute;dire le comportement, la tranche d&rsquo;&acirc;ge ainsi que le sexe des utilisateurs pour lesquels Goldbach ne dispose pas de Data First-Party. Afin de v&eacute;rifier l&rsquo;exactitude et la fiabilit&eacute; des pr&eacute;visions, Goldbach les a soumises &agrave; une validation en collaboration avec l&rsquo;institut d&rsquo;&eacute;tudes de march&eacute; intervista AG. Les r&eacute;sultats ont &eacute;t&eacute; extr&ecirc;mement positifs&nbsp;: les groupes cibles bas&eacute;s sur les Data First-Party ainsi que sur les mod&egrave;les de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Pr&eacute;vision&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une pr&eacute;vision est une estimation syst&eacute;matique des &eacute;volutions futures (par exemple le chiffre d&amp;#039;affaires, la port&eacute;e ou les co&ucirc;ts), &eacute;tablie sur la base de Data actuelles, de valeurs historiques et des tendances du march&eacute;. Contrairement au budget statique, une pr&eacute;vision est dynamique et est r&eacute;guli&egrave;rement mise &agrave; jour. Cela permet de d&eacute;tecter rapidement les &eacute;carts par rapport &agrave; la planification initiale et de prendre des d&eacute;cisions de pilotage &eacute;clair&eacute;es.  &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/prevision\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">pr&eacute;vision<\/a> Goldbach concernant le sexe d&rsquo;un*e utilisateur*trice du r&eacute;seau Goldbach correspondaient jusqu&rsquo;&agrave; 90&nbsp;%, ceux concernant les tranches d&rsquo;&acirc;ge jusqu&rsquo;&agrave; 88&nbsp;%.    <\/p>\n<p>&laquo;<em>La validation positive par intervista souligne la position de Goldbach en tant que partenaire publicitaire digne de confiance et ax&eacute; sur les donn&eacute;es, et offre &agrave; notre client&egrave;le encore plus de s&eacute;curit&eacute; et de pr&eacute;cision lors de la diffusion de ses campagnes publicitaires<\/em>&nbsp;&raquo;, d&eacute;clare Stefan Wagner, Managing Director chez Goldbach <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Audience&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Le terme audience d&eacute;signe l&rsquo;ensemble des personnes qui consomment un m&eacute;dia sp&eacute;cifique, une &eacute;mission, une campagne publicitaire ou un contenu. Dans le contexte des m&eacute;dias et de la publicit&eacute;, il d&eacute;crit la port&eacute;e cible ou r&eacute;elle d&rsquo;une offre, c&rsquo;est-&agrave;-dire le groupe d&rsquo;utilisateurs et d&rsquo;utilisatrices atteints ou potentiellement atteints. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/audience\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Audience<\/a>.<\/p>\n<p><strong>La protection des donn&eacute;es au premier plan lors de la validation<\/strong><\/p>\n<p>Lors de la validation, les Data de Goldbach ont &eacute;t&eacute; compar&eacute;es et v&eacute;rifi&eacute;es avec les donn&eacute;es de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Panel&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Personnes ou m&eacute;nages interrog&eacute;s r&eacute;guli&egrave;rement sur un ou plusieurs sujets, ou dont la consommation de certaines offres est mesur&eacute;e r&eacute;guli&egrave;rement. Mediapulse g&egrave;re deux panels. Les Mediapulse Radio Data proviennent d&rsquo;un panel de personnes repr&eacute;sentatif de la population, et les Mediapulse TV Data d&rsquo;un panel de m&eacute;nages repr&eacute;sentatif du public TV. Les participants au panel sont appel&eacute;s &laquo; pan&eacute;listes &raquo;.   &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/panel\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>panel<\/a> de l&rsquo;institut d&rsquo;&eacute;tudes de march&eacute; intervista AG. intervista AG a pour cela eu recours aux donn&eacute;es de <a class=\"glossaryLink cmtt_Audio cmtt_Online cmtt_TV\"  aria-describedby=\"tt\"  data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Panel&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Personnes ou m&eacute;nages interrog&eacute;s r&eacute;guli&egrave;rement sur un ou plusieurs sujets, ou dont la consommation de certaines offres est mesur&eacute;e r&eacute;guli&egrave;rement. Mediapulse g&egrave;re deux panels. Les Mediapulse Radio Data proviennent d&rsquo;un panel de personnes repr&eacute;sentatif de la population, et les Mediapulse TV Data d&rsquo;un panel de m&eacute;nages repr&eacute;sentatif du public TV. Les participants au panel sont appel&eacute;s &laquo; pan&eacute;listes &raquo;.   &lt;\/div&gt;\"  href=\"https:\/\/goldbach.com\/fr\/glossary\/panel\/\"  data-mobile-support=\"0\"  data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex='0' role='link'>panel<\/a> de plus de 120&nbsp;000&nbsp;personnes en Suisse. Cette validation a &eacute;t&eacute; r&eacute;alis&eacute;e &agrave; l&rsquo;aide d&rsquo;une Data Clean Room de l&rsquo;entreprise de logiciels Decentriq. Il s&rsquo;agit d&rsquo;une plateforme neutre qui permet le traitement commun de Data sans que celles-ci ne soient divulgu&eacute;es.   <\/p>\n<p>&laquo;<em>Gr&acirc;ce &agrave; Decentriq, nous avons pu respecter toutes les exigences en mati&egrave;re de protection des donn&eacute;es et de conformit&eacute; lors de la validation, ce qui est toujours notre priorit&eacute; absolue<\/em>&nbsp;&raquo;, d&eacute;clare Marcin Barci&#324;ski, Head of Data, Goldbach neXT.<\/p>\n<p>Goldbach continuera &agrave; utiliser les vastes bases de donn&eacute;es &ndash; dans le respect de toutes les exigences en mati&egrave;re de protection des donn&eacute;es et de conformit&eacute; &ndash; afin de permettre aux annonceurs une diffusion publicitaire s&ucirc;re et pr&eacute;cise.<\/p>\n<\/div><div><a class=\"fusion-button button-flat fusion-button-default-size button-default fusion-button-default button-1 fusion-button-default-span fusion-button-default-type\" style=\"--awb-margin-bottom:50px;\" target=\"_self\" href=\"https:\/\/goldbach.com\/online\/targeting-data\/\"><span class=\"fusion-button-text awb-button__text awb-button__text--default\">Data&nbsp;&amp; Targeting chez Goldbach<\/span><\/a><\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content -->","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":24286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[87],"tags":[575,573],"kanal":[316],"werbeform":[],"class_list":["post-24298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communique-de-presse","tag-data","tag-targeting","kanal-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Goldbach valide les Data First-Party<\/title>\n<meta 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