{"id":242240,"date":"2024-06-28T13:59:30","date_gmt":"2024-06-28T13:59:30","guid":{"rendered":"https:\/\/new.adkomo.com\/amazon-devoile-sa-solution-de-ciblage-publicitaire-sans-cookies-ad-relevance-aux-cannes-lions\/"},"modified":"2026-04-20T12:52:02","modified_gmt":"2026-04-20T12:52:02","slug":"amazon-devoile-sa-solution-de-ciblage-publicitaire-sans-cookies-ad-relevance-aux-cannes-lions","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/amazon-devoile-sa-solution-de-ciblage-publicitaire-sans-cookies-ad-relevance-aux-cannes-lions\/","title":{"rendered":"Amazon d\u00e9voile sa solution de ciblage publicitaire sans cookies \u00ab Ad Relevance \u00bb aux Cannes Lions"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"242240\" class=\"elementor elementor-242240 elementor-3779\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-12b4e95 e-flex e-con-boxed e-con e-parent\" data-id=\"12b4e95\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f22588b elementor-widget elementor-widget-text-editor\" data-id=\"f22588b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Lors du Festival international de la cr\u00e9ativit\u00e9 Cannes Lions, Amazon a pr\u00e9sent\u00e9 une nouvelle solution de ciblage publicitaire nomm\u00e9e Ad Relevance, qui s&rsquo;appuie sur l&rsquo;intelligence artificielle (IA) pour analyser des donn\u00e9es \u00e9tendues de l&rsquo;\u00e9cosyst\u00e8me d&rsquo;Amazon sans d\u00e9pendre des cookies ou d&rsquo;autres identifiants tiers.<\/p><h3>Pr\u00e9sentation d&rsquo;Ad Relevance<\/h3><p>Ad Relevance fonctionne via la plateforme c\u00f4t\u00e9 demande d&rsquo;Amazon et analyse des milliards de points de donn\u00e9es provenant des activit\u00e9s de navigation, d&rsquo;achat et de streaming sur les propri\u00e9t\u00e9s d&rsquo;Amazon. Cette solution associe ces informations au contenu qu&rsquo;un consommateur consulte en temps r\u00e9el, offrant une m\u00e9thode de ciblage sophistiqu\u00e9e et sans cookies. <\/p><h3>Principales caract\u00e9ristiques et avantages<\/h3><ul><li><strong>Adressabilit\u00e9 am\u00e9lior\u00e9e<\/strong> : Ad Relevance am\u00e9liore la pr\u00e9cision d&rsquo;atteinte des segments d&rsquo;utilisateurs auparavant anonymes, ce qui constitue une avanc\u00e9e cruciale compte tenu de la d\u00e9pr\u00e9ciation continue des cookies.<\/li><li><strong>Rentabilit\u00e9<\/strong> : Les premiers tests ont montr\u00e9 qu&rsquo;Ad Relevance peut r\u00e9duire le co\u00fbt pour mille (CPM) jusqu&rsquo;\u00e0 34 % et am\u00e9liorer les m\u00e9triques de co\u00fbt par clic de 8,8 %, avec un taux de diffusion budg\u00e9taire de 100 %.<\/li><li><strong>Application \u00e9tendue<\/strong> : Le syst\u00e8me a \u00e9t\u00e9 int\u00e9gr\u00e9 aux produits publicitaires existants d&rsquo;Amazon, y compris Audiences, le ciblage contextuel et les publicit\u00e9s Performance+ bas\u00e9es sur l&rsquo;apprentissage automatique, d\u00e9montrant sa polyvalence pour diff\u00e9rents besoins publicitaires.<\/li><\/ul><h3>D\u00e9veloppement strat\u00e9gique et impact sur l&rsquo;industrie<\/h3><p>Le d\u00e9veloppement d&rsquo;Ad Relevance refl\u00e8te un changement significatif dans les pratiques de marketing num\u00e9rique, s&rsquo;\u00e9loignant des identifiants tiers traditionnels vers des approches plus ax\u00e9es sur la confidentialit\u00e9. Ce changement est opportun, car l&rsquo;industrie est confront\u00e9e \u00e0 l&rsquo;incertitude concernant les d\u00e9lais de d\u00e9pr\u00e9ciation des cookies et recherche des solutions alternatives qui respectent la vie priv\u00e9e des utilisateurs sans compromettre l&rsquo;efficacit\u00e9 des publicit\u00e9s. <\/p><h3>Strat\u00e9gie globale d&rsquo;Amazon en mati\u00e8re d&rsquo;IA et de publicit\u00e9<\/h3><p>En plus d&rsquo;Ad Relevance, Amazon a soulign\u00e9 ses travaux en cours avec l&rsquo;IA g\u00e9n\u00e9rative, notamment pour la cr\u00e9ation d&rsquo;actifs de campagne dynamiques pour les annonceurs. Cela fait partie de la strat\u00e9gie globale d&rsquo;Amazon visant \u00e0 am\u00e9liorer ses offres publicitaires et \u00e0 capitaliser sur ses riches donn\u00e9es de premi\u00e8re partie. <\/p><h3>R\u00e9ponse du march\u00e9 et perspectives d&rsquo;avenir<\/h3><p>Avec le report par Google de la d\u00e9pr\u00e9ciation des cookies \u00e0 2025, Ad Relevance d&rsquo;Amazon positionne l&rsquo;entreprise comme un pr\u00e9curseur de la prochaine g\u00e9n\u00e9ration de publicit\u00e9 num\u00e9rique. Les revenus publicitaires d&rsquo;Amazon, qui ont enregistr\u00e9 une augmentation de 24 % d&rsquo;une ann\u00e9e sur l&rsquo;autre pour atteindre 11,82 milliards de dollars au premier trimestre, devraient continuer de cro\u00eetre, notamment avec de nouvelles initiatives telles que l&rsquo;introduction de publicit\u00e9s sur Prime Video. <\/p><p>En r\u00e9sum\u00e9, le d\u00e9voilement d&rsquo;Ad Relevance par Amazon aux Cannes Lions marque une avanc\u00e9e significative dans la technologie de ciblage publicitaire, d\u00e9montrant le potentiel de l&rsquo;IA pour propulser l&rsquo;avenir du marketing num\u00e9rique dans un monde post-cookies.<\/p><p>Source : <a href=\"https:\/\/www.marketingdive.com\/news\/amazon-cookieless-ad-relevance-targeting-solution-cannes-lions\/719215\/\">MarketingDive<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Lors du Festival international de la cr\u00e9ativit\u00e9 Cannes Lions, Amazon a pr\u00e9sent\u00e9 une nouvelle solution de ciblage publicitaire nomm\u00e9e Ad Relevance, qui s&rsquo;appuie sur l&rsquo;intelligence artificielle (IA) pour analyser des donn\u00e9es \u00e9tendues de l&rsquo;\u00e9cosyst\u00e8me d&rsquo;Amazon sans d\u00e9pendre des cookies ou d&rsquo;autres identifiants tiers. Pr\u00e9sentation d&rsquo;Ad Relevance Ad Relevance fonctionne via la plateforme c\u00f4t\u00e9 demande d&rsquo;Amazon [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":241610,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[89,131],"class_list":["post-242240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-ai","tag-publicite-social"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon d\u00e9voile sa solution de ciblage publicitaire sans cookies \u00ab Ad Relevance \u00bb aux Cannes Lions - Adkomo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adkomo.com\/fr\/amazon-devoile-sa-solution-de-ciblage-publicitaire-sans-cookies-ad-relevance-aux-cannes-lions\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon d\u00e9voile sa solution de ciblage publicitaire sans cookies \u00ab Ad Relevance \u00bb aux Cannes Lions - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Lors du Festival international de la cr\u00e9ativit\u00e9 Cannes Lions, Amazon a pr\u00e9sent\u00e9 une nouvelle solution de ciblage publicitaire nomm\u00e9e Ad Relevance, qui s&rsquo;appuie sur l&rsquo;intelligence artificielle (IA) pour analyser des donn\u00e9es \u00e9tendues de l&rsquo;\u00e9cosyst\u00e8me d&rsquo;Amazon sans d\u00e9pendre des cookies ou d&rsquo;autres identifiants tiers. 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