{"id":32767,"date":"2024-07-29T19:30:31","date_gmt":"2024-07-29T17:30:31","guid":{"rendered":"https:\/\/goldbach.com\/nouvelles-data-pour-une-plus-grande-precision-dans-la-diffusion-publicitaire\/"},"modified":"2026-01-04T16:43:11","modified_gmt":"2026-01-04T15:43:11","slug":"nouvelles-data-pour-une-plus-grande-precision-dans-la-diffusion-publicitaire","status":"publish","type":"post","link":"https:\/\/goldbach.com\/fr\/communique-de-presse\/nouvelles-data-pour-une-plus-grande-precision-dans-la-diffusion-publicitaire\/","title":{"rendered":"Nouvelles Data pour une plus grande pr\u00e9cision dans la diffusion publicitaire"},"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>La plateforme c&ocirc;t&eacute; demande Splicky offre d&eacute;sormais aux annonceurs une diffusion publicitaire encore plus dynamique et pr&eacute;cise, gr&acirc;ce &agrave; l&rsquo;utilisation des Data de la plateforme de gestion de Data &laquo;&nbsp;Farcaster&nbsp;&raquo; du TX Group et des donn&eacute;es suisses sur la mobilit&eacute; de Senozon AG. <\/strong><\/p>\n<p>Avec la plateforme c&ocirc;t&eacute; demande (DSP) &laquo;&nbsp;Splicky&nbsp;&raquo;, les annonceurs r&eacute;servent aupr&egrave;s de Goldbach leurs campagnes programmatiques pour Mobile, Desktop, DOOH, CTV et Digital Audio en Suisse. Ces derniers mois, Splicky a int&eacute;gr&eacute; dans la DSP &agrave; la fois les Data de la plateforme de gestion de Data &laquo;&nbsp;Farcaster&nbsp;&raquo;, largement utilis&eacute;es par TX Group, et les donn&eacute;es issues du mod&egrave;le de mobilit&eacute; de Senozon AG. Les campagnes r&eacute;serv&eacute;es via Splicky sont ainsi encore plus dynamiques.  <\/p>\n<p>Gr&acirc;ce aux Data de Farcaster, les annonceurs disposent d&rsquo;un grand nombre de groupes cibles et de groupes d&rsquo;int&eacute;r&ecirc;t pour une diffusion publicitaire pr&eacute;cise sur l&rsquo;ensemble de l&rsquo;inventaire en ligne de Goldbach. Les nouvelles donn&eacute;es int&eacute;gr&eacute;es de Senozon, quant &agrave; elles, sont pour l&rsquo;instant utilis&eacute;es pour les campagnes DOOH programmatiques. &laquo;&nbsp;Gr&acirc;ce &agrave; nos Data, il est possible de dire pr&eacute;cis&eacute;ment &agrave; quelle heure et quel jour de la semaine un lieu surperforme pour un <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Groupe cible&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Un groupe cible est l&rsquo;ensemble d&eacute;fini de personnes vis&eacute;es par une mesure de communication ou de publicit&eacute;, pr&eacute;sentant des caract&eacute;ristiques communes telles que des traits d&eacute;mographiques, g&eacute;ographiques ou comportementaux.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/groupe-cible\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Groupe cible<\/a>&nbsp;&raquo;, explique Michael Balmer, Head Models and Solutions de Senozon AG. Surperformer signifie que la pr&eacute;sence d&rsquo;un <a class=\"glossaryLink cmtt_Audio cmtt_OOH cmtt_Online cmtt_TV\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Groupe cible&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Un groupe cible est l&rsquo;ensemble d&eacute;fini de personnes vis&eacute;es par une mesure de communication ou de publicit&eacute;, pr&eacute;sentant des caract&eacute;ristiques communes telles que des traits d&eacute;mographiques, g&eacute;ographiques ou comportementaux.&lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/groupe-cible\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">Groupe cible<\/a>, par exemple les jeunes, est &eacute;lev&eacute;e &agrave; l&rsquo;endroit et au moment concern&eacute;s. Senozon AG d&eacute;finit ces groupes cibles &agrave; partir de crit&egrave;res sociod&eacute;mographiques et d&rsquo;autres informations, comme par exemple le comportement en mati&egrave;re de mobilit&eacute; &ndash; depuis peu &eacute;galement gr&acirc;ce &agrave; l&rsquo;analyse quotidienne et enti&egrave;rement anonymis&eacute;e des donn&eacute;es de t&eacute;l&eacute;phonie mobile de Sunrise. Dans une premi&egrave;re phase, environ 250 groupes cibles Senozon sont mis &agrave; la disposition des utilisateurs de Splicky.     <\/p>\n<p>Dans une perspective d&rsquo;avenir, Florian Walz, Country Director Splicky Suisse, d&eacute;clare&nbsp;: &laquo;&nbsp;Au cours de l&rsquo;ann&eacute;e, d&rsquo;autres formats publicitaires et sources de Data devraient augmenter les possibilit&eacute;s d&rsquo;<a class=\"glossaryLink cmtt_Audio cmtt_Online\" aria-describedby=\"tt\" data-cmtooltip=\"&lt;div class=glossaryItemTitle&gt;Application&lt;\/div&gt;&lt;div class=glossaryItemBody&gt;Une application est un programme pour appareils mobiles ou ordinateurs qui remplit une fonction ou une t&acirc;che sp&eacute;cifique. Les applications sont g&eacute;n&eacute;ralement distribu&eacute;es via des app stores ou des plateformes et permettent d&amp;#039;acc&eacute;der &agrave; des services, contenus ou fonctionnalit&eacute;s. &lt;\/div&gt;\" href=\"https:\/\/goldbach.com\/fr\/glossary\/application\/\" data-mobile-support=\"0\" data-gt-translate-attributes='[{\"attribute\":\"data-cmtooltip\", \"format\":\"html\"}]' tabindex=\"0\" role=\"link\">application<\/a> de Splicky.&nbsp;&raquo; Un th&egrave;me important dans ce contexte est la solution ID novatrice OneID, qui permettra aux utilisateurs d&rsquo;optimiser les annonceurs de mani&egrave;re globale. <\/p>\n<\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content 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