{"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\u00f4t\u00e9 demande Splicky offre d\u00e9sormais aux annonceurs une diffusion publicitaire encore plus dynamique et pr\u00e9cise, gr\u00e2ce \u00e0 l\u2019utilisation des Data de la plateforme de gestion de Data \u00ab&nbsp;Farcaster&nbsp;\u00bb du TX Group et des donn\u00e9es suisses sur la mobilit\u00e9 de Senozon AG. <\/strong><\/p>\n<p>Avec la plateforme c\u00f4t\u00e9 demande (DSP) \u00ab&nbsp;Splicky&nbsp;\u00bb, les annonceurs r\u00e9servent aupr\u00e8s de Goldbach leurs campagnes programmatiques pour Mobile, Desktop, DOOH, CTV et Digital Audio en Suisse. Ces derniers mois, Splicky a int\u00e9gr\u00e9 dans la DSP \u00e0 la fois les Data de la plateforme de gestion de Data \u00ab&nbsp;Farcaster&nbsp;\u00bb, largement utilis\u00e9es par TX Group, et les donn\u00e9es issues du mod\u00e8le de mobilit\u00e9 de Senozon AG. Les campagnes r\u00e9serv\u00e9es via Splicky sont ainsi encore plus dynamiques.  <\/p>\n<p>Gr\u00e2ce aux Data de Farcaster, les annonceurs disposent d\u2019un grand nombre de groupes cibles et de groupes d\u2019int\u00e9r\u00eat pour une diffusion publicitaire pr\u00e9cise sur l\u2019ensemble de l\u2019inventaire en ligne de Goldbach. Les nouvelles donn\u00e9es int\u00e9gr\u00e9es de Senozon, quant \u00e0 elles, sont pour l\u2019instant utilis\u00e9es pour les campagnes DOOH programmatiques. \u00ab&nbsp;Gr\u00e2ce \u00e0 nos Data, il est possible de dire pr\u00e9cis\u00e9ment \u00e0 quelle heure et quel jour de la semaine un lieu surperforme pour un Groupe cible&nbsp;\u00bb, explique Michael Balmer, Head Models and Solutions de Senozon AG. Surperformer signifie que la pr\u00e9sence d\u2019un Groupe cible, par exemple les jeunes, est \u00e9lev\u00e9e \u00e0 l\u2019endroit et au moment concern\u00e9s. Senozon AG d\u00e9finit ces groupes cibles \u00e0 partir de crit\u00e8res sociod\u00e9mographiques et d\u2019autres informations, comme par exemple le comportement en mati\u00e8re de mobilit\u00e9 \u2013 depuis peu \u00e9galement gr\u00e2ce \u00e0 l\u2019analyse quotidienne et enti\u00e8rement anonymis\u00e9e des donn\u00e9es de t\u00e9l\u00e9phonie mobile de Sunrise. Dans une premi\u00e8re phase, environ 250 groupes cibles Senozon sont mis \u00e0 la disposition des utilisateurs de Splicky.     <\/p>\n<p>Dans une perspective d\u2019avenir, Florian Walz, Country Director Splicky Suisse, d\u00e9clare&nbsp;: \u00ab&nbsp;Au cours de l\u2019ann\u00e9e, d\u2019autres formats publicitaires et sources de Data devraient augmenter les possibilit\u00e9s d\u2019application de Splicky.&nbsp;\u00bb Un th\u00e8me important dans ce contexte est la solution ID novatrice OneID, qui permettra aux utilisateurs d\u2019optimiser les annonceurs de mani\u00e8re globale. <\/p>\n<\/div><\/div><\/div><\/div><\/div><!-- \/wp:post-content 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