{"id":11808,"date":"2024-11-07T09:52:08","date_gmt":"2024-11-07T08:52:08","guid":{"rendered":"https:\/\/refinery89.com\/?p=11808"},"modified":"2025-03-12T20:14:43","modified_gmt":"2025-03-12T19:14:43","slug":"decouvrez-la-technologie-de-ciblage-axee-sur-les-interets","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/meet-the-interest-driven-targeting-tech\/","title":{"rendered":"Introduction de la technologie de ciblage bas\u00e9e sur les int\u00e9r\u00eats"},"content":{"rendered":"

Ce n'est un secret pour personne que chez Refinery89, nous aimons bousculer les codes et travailler dur pour r\u00e9volutionner l'\u00e9cosyst\u00e8me num\u00e9rique. Aujourd'hui, nous sommes fiers de vous pr\u00e9senter notre solution de ciblage sans cookies pour faire passer la publicit\u00e9 au niveau sup\u00e9rieur ! Notre Technologie de Ciblage Bas\u00e9e sur les Int\u00e9r\u00eats<\/strong> est une solution unique qui aide les annonceurs \u00e0 trouver le public id\u00e9al pour leurs publicit\u00e9s en fonction du contenu qu'ils consomment sur un site web.<\/p>\n

 <\/p>\n

Mais avant de commencer\u2026 Qu'est-ce que le ciblage contextuel ?<\/strong><\/h2>\n

 <\/p>\n

Dans la publicit\u00e9, le ciblage contextuel est la strat\u00e9gie consistant \u00e0 placer des publicit\u00e9s sur un site web en fonction de son contenu. Cette forme de ciblage fait correspondre les publicit\u00e9s sur un site web au contexte du contenu qui l'entoure. Ainsi, les annonceurs peuvent impacter directement les audiences qui partagent des int\u00e9r\u00eats av\u00e9r\u00e9s sur des sujets pertinents pour leurs produits, ce qui augmente leur probabilit\u00e9 de g\u00e9n\u00e9rer des conversions et un engagement plus \u00e9lev\u00e9s. C'est g\u00e9nial, non ?<\/p>\n

Chez Refinery89, nous avons d\u00e9velopp\u00e9 une technologie qui peut faire exactement cela et plus encore ! Notre technologie de ciblage bas\u00e9 sur les int\u00e9r\u00eats nous permet de cat\u00e9goriser le contenu d'un site Web et de cr\u00e9er des profils cibl\u00e9s de personnes pour associer les publicit\u00e9s \u00e0 des contextes pertinents pour elles. Mais nous nous emballons un peu. Arrive bient\u00f4t : d\u00e9couvrez notre fantastique solution publicitaire !<\/p>\n

 <\/p>\n

Sans plus attendre : d\u00e9couvrez notre technologie de ciblage bas\u00e9 sur les centres d'int\u00e9r\u00eat<\/strong><\/h2>\n

 <\/p>\n

Notre solution de Ciblage Bas\u00e9 sur les Int\u00e9r\u00eats permet de maximiser les campagnes et de prot\u00e9ger les marques en emp\u00eachant les publicit\u00e9s d'appara\u00eetre \u00e0 c\u00f4t\u00e9 de contenus n\u00e9gatifs. Elle y parvient en analysant le contexte et le sentiment d'un article. Une fois examin\u00e9s, les articles sont cat\u00e9goris\u00e9s dans notre syst\u00e8me. Ensuite, l'int\u00e9r\u00eat des utilisateurs est suivi en fonction de leur comportement de lecture sur tous les sites de notre r\u00e9seau. Plus un utilisateur lit d'informations sur un sujet, plus son int\u00e9r\u00eat est \u00e9lev\u00e9.<\/p>\n

Sur la base des centres d'int\u00e9r\u00eat des utilisateurs, notre \u00e9quipe d'op\u00e9rations de campagne cr\u00e9e des profils de ciblage, permettant aux annonceurs de trouver des personnes sur notre r\u00e9seau qui partagent ces int\u00e9r\u00eats. Avec ces profils de ciblage, les annonceurs peuvent cibler le public sp\u00e9cifique qu'ils souhaitent et atteindre de nouveaux clients.<\/p>\n

 <\/p>\n

En tant Gijs Witteveen<\/a>, Responsable des Op\u00e9rations Commerciales chez Refinery89, le d\u00e9crirait :<\/p>\n

\u00a0<\/em><\/p>\n

Le ciblage par centres d'int\u00e9r\u00eat change le lieu de votre publicit\u00e9, pour la personne \u00e0 qui vous vous adressez. Nous atteignons les personnes qui prennent une d\u00e9cision d'achat. Cela vous permet de cibler pr\u00e9cis\u00e9ment les utilisateurs qui \u00e9couteront votre message, car ils sont d\u00e9j\u00e0 int\u00e9ress\u00e9s par vos produits, ou des produits similaires.<\/em><\/p>\n

 <\/p>\n

Exemple concret<\/strong><\/h2>\n

 <\/p>\n

Nous avons mis notre technologie de ciblage ax\u00e9 sur les int\u00e9r\u00eats \u00e0 l'\u00e9preuve avec nos clients et vous n'allez pas croire les r\u00e9sultats ! Laissez-nous vous parler de BMW. Ils ont lanc\u00e9 plusieurs campagnes num\u00e9riques pour promouvoir leur s\u00e9rie iX, mais ils rencontraient de faibles CPM car leur ciblage \u00e9tait trop large et n'atteignait pas le bon public. BMW avait besoin d'aide pour optimiser leur budget publicitaire et cibler les publics int\u00e9ress\u00e9s par leurs v\u00e9hicules \u00e9lectriques, alors nous sommes venus \u00e0 la rescousse !<\/p>\n

Pour obtenir les r\u00e9sultats escompt\u00e9s, nous avons utilis\u00e9 notre technologie de ciblage bas\u00e9 sur les centres d'int\u00e9r\u00eat pour identifier un segment d'utilisateurs int\u00e9ress\u00e9s par les marques de voitures de luxe, la durabilit\u00e9 environnementale et les technologies vertes. Ensuite, nous avons diffus\u00e9 la campagne via des emplacements \u00e0 haute visibilit\u00e9 et des positions de contenu premium.<\/p>\n

Cela a permis d'atteindre plus de 5 millions d'appareils uniques, avec un CTR TP3T incroyable de +651, plus de 21 000 clics et une visibilit\u00e9 TP3T de 751. C'est g\u00e9nial, non ?<\/p>\n

Lisez l'histoire \u00e0 succ\u00e8s compl\u00e8te ici : BMW iX Series | Histoire \u00e0 succ\u00e8s | Refinery89<\/a><\/p>\n

 <\/p>\n

Am\u00e9liorez votre ciblage !<\/strong><\/h2>\n

 <\/p>\n

Cette nouvelle technologie change la donne du ciblage publicitaire. Notre Technologie de Ciblage ax\u00e9e sur les Int\u00e9r\u00eats<\/a> permettent aux annonceurs de cibler des audiences de niche \u00e0 grande \u00e9chelle car ils ne peuvent atteindre que les utilisateurs qui ont manifest\u00e9 un int\u00e9r\u00eat av\u00e9r\u00e9 pour un sujet li\u00e9 \u00e0 leur produit ou marque. Au lieu d'une approche g\u00e9n\u00e9raliste (une cible large et une pri\u00e8re pour que \u00e7a fonctionne) bas\u00e9e sur un cluster ou un contexte, les annonceurs peuvent d\u00e9sormais servir strictement un segment sp\u00e9cifique d'utilisateurs sur un large r\u00e9seau de sites Web.<\/p>\n

Envie d'essayer par vous-m\u00eame ? Contactez notre \u00e9quipe de vente directe<\/a> pour faire fonctionner vos publicit\u00e9s !<\/p>","protected":false},"excerpt":{"rendered":"

It\u2019s no secret that at Refinery89 we like to stir things up and work hard to revolutionize the digital ecosystem. Today we proudly present our cookieless targeting solution to take advertising to the next level! Our Interest-Driven Targeting Technology is a one-of-a-kind solution that helps advertisers find the perfect audience for their ads based on […]<\/p>\n","protected":false},"author":19,"featured_media":11809,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,20],"tags":[95,263,262],"class_list":["post-11808","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-refinery-academy","tag-advertising","tag-interest-driven-targeting-tech","tag-targeting"],"yoast_head":"\nIntroducing the Interest-Driven Targeting Technology<\/title>\n<meta name=\"description\" content=\"Meet Refinery89 Interest-Driven Targeting Technology, the ultimate cookieless solution for taking targeted advertising to the next level!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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