{"id":10494,"date":"2024-07-23T12:58:49","date_gmt":"2024-07-23T10:58:49","guid":{"rendered":"https:\/\/refinery89.com\/?p=10494"},"modified":"2024-07-23T12:58:49","modified_gmt":"2024-07-23T10:58:49","slug":"google-modifie-son-plan-concernant-les-cookies-tiers","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/google-changes-third-party-cookies-plan\/","title":{"rendered":"Google modifie sa strat\u00e9gie concernant les cookies tiers"},"content":{"rendered":"<p>Au cours des derni\u00e8res ann\u00e9es, beaucoup a \u00e9t\u00e9 dit sur l'abandon des cookies tiers. Les navigateurs Web comme Safari d'Apple et Firefox de Mozilla ont d\u00e9j\u00e0 fait des pas dans cette direction.\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:severaly\">s\u00e9v\u00e8rement<\/span>\u00a0limiter l'utilisation des cookies tiers. <a href=\"https:\/\/www.google.com\/chrome\/\" target=\"_blank\" rel=\"noopener\">Chrome de Google<\/a> devait faire de m\u00eame. Cependant, il semble maintenant que ces plans aient \u00e9t\u00e9 consid\u00e9rablement modifi\u00e9s, voire compl\u00e8tement abandonn\u00e9s.<\/p>\n<p>Notre co-fondateur, Rob Ottens, a pr\u00e9par\u00e9 un article pour \u00e9clairer l'actualit\u00e9 r\u00e9cente de Google concernant les cookies tiers. Lisez la suite !<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Qu'est-ce qu'un cookie tiers ?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Pour mieux comprendre l'impact de ces d\u00e9cisions, il est bon de savoir ce qu'est r\u00e9ellement un cookie tiers. Les cookies en soi sont de petits fichiers plac\u00e9s dans le navigateur pour m\u00e9moriser certaines donn\u00e9es pour certaines fonctionnalit\u00e9s (par exemple, pour vous maintenir connect\u00e9 sur un site Web ou pour conserver votre panier d'achat lorsque vous naviguez sur une boutique en ligne). Lorsque le cookie est plac\u00e9 par le site Web lui-m\u00eame, il s'agit d'un cookie propri\u00e9taire.<\/p>\n<p>Dans la publicit\u00e9, les cookies peuvent stocker un identifiant personnel, qui peut ensuite \u00eatre li\u00e9 \u00e0 votre profil utilisateur dans un syst\u00e8me publicitaire. Cela signifie que Google, Amazon et d'autres peuvent\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"7c2ff4d7-41a9-4310-949b-863a0dfa4257:built\">construire<\/span>\u00a0un profil autour de votre comportement de navigation et les annonceurs peuvent l'utiliser pour vous cibler avec des publicit\u00e9s personnalis\u00e9es sp\u00e9cifiques. L'exemple le plus visible est lorsque vous naviguez dans un magasin en ligne de chaussures et que, pendant les jours suivants, vous voyez une tonne de publicit\u00e9s pour cette paire de chaussures sp\u00e9cifique. Le cookie avec cet identifiant personnel est plac\u00e9 par un script externe sur le site (la balise unique R89 est \u00e9galement un script externe) et est un cookie tiers.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Pourquoi toute cette inqui\u00e9tude concernant les cookies tiers ?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Avec une attention croissante port\u00e9e \u00e0 la confidentialit\u00e9 des utilisateurs, les cookies tiers sont devenus un point de mire ces derni\u00e8res ann\u00e9es. En effet, leur utilisation permettait aux syst\u00e8mes publicitaires de construire des profils personnels, ce qui est de plus en plus consid\u00e9r\u00e9 comme pr\u00e9occupant.<\/p>\n<p>Pour aborder cette pr\u00e9occupation, certains navigateurs Web ont limit\u00e9 les cookies tiers, tels que Safari et Firefox. Dans leur configuration, le cookie tiers est plus limit\u00e9 quant \u00e0 son utilisation et \u00e0 sa dur\u00e9e de vie dans le navigateur, supprimant ainsi la possibilit\u00e9 de cr\u00e9er des profils d'utilisateurs et de diffuser des publicit\u00e9s plus personnalis\u00e9es par cette m\u00e9thode. Le r\u00e9sultat a \u00e9t\u00e9 une baisse des taux de CPM dans ces navigateurs.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Quels \u00e9taient les projets de Google ?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Google voulait initialement imposer une limitation similaire aux cookies tiers en 2022. Cette \u00e9ch\u00e9ance a \u00e9t\u00e9 report\u00e9e \u00e0 2023, puis \u00e0 2024 et il semble maintenant que les projets pourraient \u00eatre abandonn\u00e9s.<\/p>\n<p>\u00c9tant donn\u00e9 que Google lui-m\u00eame repose sur la publicit\u00e9 (contrairement \u00e0 Apple et Mozilla), son plan \u00e9tait de remplacer les cookies tiers par la Privacy Sandbox. Il s'agit d'un syst\u00e8me int\u00e9gr\u00e9 au navigateur Chrome, qui collecte certaines donn\u00e9es en fonction de l'historique de navigation des utilisateurs, les envoie au serveur publicitaire dans un\u00a0<span class=\"sp-mseditorfix\" data-mseditorfix=\"363d7011-83dd-4cc0-bdec-ea4af4df4dbb:anonimized\">anonymis\u00e9<\/span>\u00a0mani\u00e8re et permet toujours aux annonceurs de faire un ciblage semi-personnalis\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Pourquoi le changement\u00a0?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Le Privacy Sandbox est en phase de test depuis le d\u00e9but de l&#x27;ann\u00e9e. Cela a suscit\u00e9 des inqui\u00e9tudes chez les r\u00e9gulateurs, les groupes publicitaires et les \u00e9diteurs, qui craignent que le passage au Privacy Sandbox ne parvienne pas \u00e0 remplacer de mani\u00e8re ad\u00e9quate les fonctionnalit\u00e9s des cookies tiers tout en respectant davantage la vie priv\u00e9e. Les tests men\u00e9s par Criteo sugg\u00e8rent que cela augmenterait consid\u00e9rablement la part de march\u00e9 de Google dans la publicit\u00e9 en ligne, tandis que les tests r\u00e9alis\u00e9s par les \u00e9diteurs ont r\u00e9v\u00e9l\u00e9 une baisse de leurs revenus allant de 20 % \u00e0 34 %. Les r\u00e9gulateurs (notamment au Royaume-Uni) craignent que le Privacy Sandbox ne conf\u00e8re \u00e0 Google un avantage d\u00e9loyal sur le march\u00e9 de la publicit\u00e9 en ligne.<\/p>\n<p>Les retours et les pr\u00e9occupations de ces parties semblent avoir entra\u00een\u00e9 un changement de position de la part de Google.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Alors, que faisons-nous maintenant ?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p>Beaucoup de choses restent floues. Ce que nous savons, c'est que Google propose de maintenir les cookies tiers dans un avenir pr\u00e9visible. C'est ce qu'a d\u00e9clar\u00e9 son vice-pr\u00e9sident de la Privacy Sandbox sur le\u00a0<a href=\"https:\/\/privacysandbox.com\/news\/privacy-sandbox-update\/\" target=\"_blank\" rel=\"noopener\">blog officiel<\/a>:<\/p>\n<blockquote><p><i>Nous proposons une approche mise \u00e0 jour qui renforce le choix de l'utilisateur. Au lieu de supprimer les cookies tiers, nous introduirions une nouvelle exp\u00e9rience dans Chrome qui permettrait aux utilisateurs de faire un choix \u00e9clair\u00e9, valable sur l'ensemble de leur navigation web, et qu'ils pourraient modifier \u00e0 tout moment.<\/i><\/p><\/blockquote>\n<p>Il semblerait que Google conserve les cookies tiers, mais mette en place un syst\u00e8me plus convivial permettant \u00e0 l&#x27;utilisateur de les limiter s&#x27;il le souhaite. On ne sait pas encore exactement \u00e0 quoi cela ressemblera.<\/p>\n<p>Une possibilit\u00e9 est un message lors de l'installation du navigateur o\u00f9 l'utilisateur fait le choix de les accepter ou non, similaire \u00e0 un message de gestion des consentements. Plus de d\u00e9tails \u00e0 ce sujet appara\u00eetront probablement dans les mois \u00e0 venir.<\/p>\n<p>&nbsp;<\/p>\n<h2><i><strong>Qu'est-ce que cela signifie pour nos \u00e9diteurs chez Refinery ?<\/strong><\/i><\/h2>\n<p>&nbsp;<\/p>\n<p><span class=\"ui-provider a b c d e f g h i j k l m n o p q r s t u v w x y z ab ac ae af ag ah ai aj ak\" dir=\"ltr\">Pour un avenir proche, cela signifie que tout reste tel quel et qu'il n'y aura aucun impact pour les \u00e9diteurs. Pas d'inqui\u00e9tude, nous resterons vigilants et si quelque chose change, nous prendrons des mesures imm\u00e9diates et ad\u00e9quates. En attendant, si vous avez des questions, <a href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\">N&#x27;h\u00e9sitez pas \u00e0 nous contacter !<\/a><\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Over the last few years, a lot has been said about the deprecation of third-party cookies. Web browser like Apple&#8217;s Safari and Mozilla&#8217;s Firefox have already made moves in\u00a0severely\u00a0limiting the use of third-party cookies. Google&#8217;s Chrome was set to do the same. However, it seems now those plans have been significantly altered, or maybe scrapped [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":10497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[44,46,140,68],"class_list":["post-10494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-cookies","tag-google","tag-google-updates","tag-third-party-cookies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google Changes Third-party Cookies&#039; Plan | Refinery89<\/title>\n<meta name=\"description\" content=\"Our Co-Founder, Rob Ottens, has prepared an article to shed some light on the recent news from Google regarding Third-Party cookies. 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