{"id":243621,"date":"2024-01-22T12:42:21","date_gmt":"2024-01-22T12:42:21","guid":{"rendered":"https:\/\/new.adkomo.com\/disney-etend-ses-capacites-ad-tech-avec-un-nouveau-format-publicitaire-achetable-et-magic-words\/"},"modified":"2026-04-22T12:21:50","modified_gmt":"2026-04-22T12:21:50","slug":"disney-etend-ses-capacites-ad-tech-avec-un-nouveau-format-publicitaire-achetable-et-magic-words","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/disney-etend-ses-capacites-ad-tech-avec-un-nouveau-format-publicitaire-achetable-et-magic-words\/","title":{"rendered":"Disney \u00e9tend ses capacit\u00e9s ad tech avec un nouveau format publicitaire achetable et \u201cMagic Words\u201d"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"243621\" class=\"elementor elementor-243621 elementor-3577\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-08b85e3 e-flex e-con-boxed e-con e-parent\" data-id=\"08b85e3\" 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-59362da elementor-widget elementor-widget-text-editor\" data-id=\"59362da\" 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 data-sourcepos=\"3:1-3:172\">Disney a annonc\u00e9 une s\u00e9rie de nouvelles capacit\u00e9s publicitaires, notamment un nouveau format d\u2019annonces achetables, l\u2019extension de son offre de clean room, ainsi que de nouveaux partenariats de mesure.<\/p><p data-sourcepos=\"5:1-5:227\">Le nouveau format publicitaire <strong>Gateway Shop <\/strong>de la soci\u00e9t\u00e9 permet aux spectateurs d\u2019envoyer les produits affich\u00e9s \u00e0 l\u2019\u00e9cran vers leur second \u00e9cran sans interrompre leur programme. Disney indique que Gateway Shop est le premier format publicitaire natif et achetable pour le streaming. <\/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<div class=\"elementor-element elementor-element-78be82c e-flex e-con-boxed e-con e-parent\" data-id=\"78be82c\" 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-1c3853e elementor-widget elementor-widget-image\" data-id=\"1c3853e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.adkomo.com\/wp-content\/uploads\/2024\/01\/gateway_shop_6794a3aa.jpeg\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\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<div class=\"elementor-element elementor-element-b73b316 e-flex e-con-boxed e-con e-parent\" data-id=\"b73b316\" 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-652a195 elementor-widget elementor-widget-text-editor\" data-id=\"652a195\" 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 data-sourcepos=\"7:1-7:253\">Disney a \u00e9galement annonc\u00e9 l\u2019extension de son offre de clean room, qui permet aux annonceurs d\u2019acc\u00e9der \u00e0 des donn\u00e9es et de les partager sans compromettre la confidentialit\u00e9. L\u2019entreprise s\u2019est associ\u00e9e \u00e0 Amazon Web Services et Google Cloud afin d\u2019\u00e9largir ses capacit\u00e9s de services cloud. <\/p><p data-sourcepos=\"9:1-9:237\">Disney collabore \u00e9galement avec Innovid et Lucid Impact Measurement by Cint afin d\u2019am\u00e9liorer la mesure des performances du streaming. Ces nouveaux partenariats permettront aux annonceurs d\u2019acc\u00e9der \u00e0 des donn\u00e9es sur la m\u00e9morisation des publicit\u00e9s, la consid\u00e9ration, l\u2019intention d\u2019achat et la favorabilit\u00e9 de marque. <\/p><p data-sourcepos=\"11:1-11:303\">Enfin, Disney a pr\u00e9sent\u00e9 un nouveau produit publicitaire contextuel appel\u00e9 <strong>Magic Words<\/strong>, qui utilise des donn\u00e9es avanc\u00e9es pour analyser les sc\u00e8nes et les visuels de sa biblioth\u00e8que afin de relier l\u2019ambiance et les \u00e9motions aux messages publicitaires. Magic Words sera disponible en version b\u00eata pour certains partenaires lors des upfronts de cette ann\u00e9e, puis accessible plus largement d\u2019ici la fin de l\u2019ann\u00e9e. <\/p><p data-sourcepos=\"13:1-13:343\">Ces nouvelles capacit\u00e9s s\u2019inscrivent dans la strat\u00e9gie de Disney visant \u00e0 renforcer ses offres publicitaires et \u00e0 mieux mon\u00e9tiser son portefeuille de t\u00e9l\u00e9vision en direct, de streaming et d\u2019autres contenus. L\u2019entreprise cherche \u00e9galement \u00e0 r\u00e9pondre \u00e0 la disparition progressive des cookies tiers, qui a compliqu\u00e9 le suivi et le ciblage des utilisateurs en ligne. <\/p><p data-sourcepos=\"15:1-15:363\">\u00ab Nous combinons la prise de d\u00e9cision, les donn\u00e9es, l\u2019ing\u00e9nierie, l\u2019automatisation et la mesure, ce qui offre un avantage concurrentiel consid\u00e9rable pour r\u00e9pondre aux besoins commerciaux de nos partenaires publicitaires \u00bb, a d\u00e9clar\u00e9 Ajay Arora, vice-pr\u00e9sident senior en charge du commerce, de la croissance et de l\u2019identit\u00e9 chez Disney. \u00ab Et disposer de la pile technologique la plus solide du secteur nous permet d\u2019ouvrir la voie \u00e0 des innovations encore plus intelligentes. \u00bb <\/p><p data-sourcepos=\"15:1-15:363\">Source : <a href=\"https:\/\/www.marketingdive.com\/news\/disney-shoppable-ad-tech-magic-words-ctv-advertising\/704265\/\">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>Disney a annonc\u00e9 une s\u00e9rie de nouvelles capacit\u00e9s publicitaires, notamment un nouveau format d\u2019annonces achetables, l\u2019extension de son offre de clean room, ainsi que de nouveaux partenariats de mesure. Le nouveau format publicitaire Gateway Shop de la soci\u00e9t\u00e9 permet aux spectateurs d\u2019envoyer les produits affich\u00e9s \u00e0 l\u2019\u00e9cran vers leur second \u00e9cran sans interrompre leur programme. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":243622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[116,131],"class_list":["post-243621","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-publicite-en-ligne","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>Disney \u00e9tend ses capacit\u00e9s ad tech avec un nouveau format publicitaire achetable et \u201cMagic Words\u201d - 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\/disney-etend-ses-capacites-ad-tech-avec-un-nouveau-format-publicitaire-achetable-et-magic-words\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Disney \u00e9tend ses capacit\u00e9s ad tech avec un nouveau format publicitaire achetable et \u201cMagic Words\u201d - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Disney a annonc\u00e9 une s\u00e9rie de nouvelles capacit\u00e9s publicitaires, notamment un nouveau format d\u2019annonces achetables, l\u2019extension de son offre de clean room, ainsi que de nouveaux partenariats de mesure. Le nouveau format publicitaire Gateway Shop de la soci\u00e9t\u00e9 permet aux spectateurs d\u2019envoyer les produits affich\u00e9s \u00e0 l\u2019\u00e9cran vers leur second \u00e9cran sans interrompre leur programme. 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