{"id":332,"date":"2021-06-08T18:05:00","date_gmt":"2023-09-07T18:05:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=332"},"modified":"2023-12-01T13:05:49","modified_gmt":"2023-12-01T13:05:49","slug":"comment-se-preparer-disparition-cookies-tiers-web","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/comment-se-preparer-disparition-cookies-tiers-web\/","title":{"rendered":"Comment se pr\u00e9parer \u00e0 la disparition des cookies tiers web ?"},"content":{"rendered":"\n<p><b>La fin des cookies tiers, pr\u00e9vue en 2022 par Google sur son navigateur Chrome, promet de bouleverser le march\u00e9 de la publicit\u00e9 en ligne ? Comment se pr\u00e9parer \u00e0 la fin des cookies tiers gr\u00e2ce aux donn\u00e9es first-party.<\/b><\/p>\n\n\n\n<p>Dans le monde post RGPD, les cookies tiers font d\u00e9bat. Au point que Safari, Internet Explorer et Firefox ont d\u00e9j\u00e0 bloqu\u00e9 ces traceurs \u00ab espions \u00bb, d\u00e9pos\u00e9s par des r\u00e9gies publicitaires et des \u00e9diteurs de sites au c\u0153ur des device des internautes. Alors que Google Chrome s\u2019appr\u00eate \u00e0 prendre la m\u00eame d\u00e9cision, la publicit\u00e9 est appel\u00e9e \u00e0 se remettre en question.<\/p>\n\n\n\n<div class=\"layout-six wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Les plus grandes tendances du marketing n&rsquo;auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/fr\/form\/marketing\/state-of-marketing-9\/?nc=701ed0000030ZTzAAM\">Lire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png\" class=\"attachment-full size-full\" alt=\"Couverture du rapport Focus sur le marketing accompagn\u00e9 d&#039;un Einstein et de plantes d\u00e9coratives\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png 768w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2024\/08\/state-of-marketing-fr-9th.png?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-quoi-servent-les-cookies-tiers-web\"><b>\u00c0 quoi servent les cookies tiers web ?<\/b><\/h3>\n\n\n\n<p>Certains sites d\u00e9posent plus d\u2019une centaine de cookies sur les ordinateurs de leurs visiteurs. Parmi ceux-ci, les cookies \u00ab first party \u00bb ou \u00ab propri\u00e9taires \u00bb, permettent \u00e0 l\u2019\u00e9diteur de mesurer l\u2019audience et l\u2019activit\u00e9 de son site dans le but d\u2019am\u00e9liorer l\u2019exp\u00e9rience utilisateur. L\u2019autre cat\u00e9gorie de cookies dits \u00ab third party \u00bb sont d\u00e9pos\u00e9s par des r\u00e9gies publicitaires afin de collecter certaines donn\u00e9es personnelles (\u00e2ge, sexe\u2026) et les habitudes de navigation (pages vues, temps de lecture\u2026). Le but : tracer les internautes et proposer des publicit\u00e9s cibl\u00e9es. Les cookies \u00ab third party \u00bb permettent ainsi le retargeting : un internaute qui, par exemple, recherche un r\u00e9frig\u00e9rateur sur un site de e-commerce sera ensuite expos\u00e9 \u00e0 une grande quantit\u00e9 de publicit\u00e9s pour de l\u2019\u00e9lectrom\u00e9nager, et ce quel que soit le site visit\u00e9. Espionnage, tra\u00e7age, immixtion dans la vie priv\u00e9e\u2026 Les cookies tiers souffrent d\u2019une tr\u00e8s mauvaise r\u00e9putation. C\u2019est cependant oublier qu\u2019ils pr\u00e9sentent aussi des avantages pour les consommateurs : des publicit\u00e9s appropri\u00e9es \u00e0 leurs attentes et \u00e0 leurs go\u00fbts, une facilit\u00e9 d\u2019authentification sur diff\u00e9rents sites<i>via <\/i>un serveur de connexion centralis\u00e9 (le profil Facebook par exemple). Bien s\u00fbr, pour les \u00e9diteurs de sites et les annonceurs, les cookies \u00ab third party \u00bb permettent un ciblage pr\u00e9cis de leurs campagnes avec des banni\u00e8res pertinentes. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-\"> <\/h3>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-cnil-se-rebiffe-et-les-navigateurs-quittent-le-navire-du-cookie-third-party\"><b>La CNIL se rebiffe\u2026 et les navigateurs quittent le navire du cookie \u00ab third party \u00bb<\/b><\/h3>\n\n\n\n<p>Toute cette \u00ab belle m\u00e9canique \u00bb est aujourd&rsquo;hui remise en cause. Safari, Mozilla Firefox et Internet Explorer bloquent d\u00e9j\u00e0 les cookies tiers. Et Google Chrome (plus de 60 % du march\u00e9 des navigateurs) a annonc\u00e9 leur suppression avant 2022. Il faut dire que face \u00e0 des pratiques flirtant avec l\u2019ill\u00e9galit\u00e9 pour contourner les imp\u00e9ratifs du RGPD (R\u00e8glement g\u00e9n\u00e9ral sur la protection des donn\u00e9es, 2018), les voix s\u2019\u00e9l\u00e8vent contre ces maudits cookies intrusifs. La CNIL a m\u00eame publi\u00e9 en octobre 2020 de nouvelles lignes directrices plus strictes portant sur l\u2019usage des traceurs. Le 7 d\u00e9cembre 2020 le gendarme du web a sanctionn\u00e9 Amazon et Google \u00e0 des amendes de 35 millions et de 40 millions d\u2019euros \u00ab <i>pour avoir d\u00e9pos\u00e9 des cookies publicitaires sur les ordinateurs d<i>\u2019<\/i>utilisateurs (\u2026) sans consentement pr\u00e9alable et sans information satisfaisante. <\/i>\u00bb Pour la CNIL, l\u2019internaute devrait avoir la possibilit\u00e9 de refuser ou accepter les cookies avec la m\u00eame facilit\u00e9. Ce qui n\u2019est pas toujours le cas\u2026 D\u2019o\u00f9 l\u2019abandon pur et simple des cookies tiers par les navigateurs. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-\"> <\/h3>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-pour-les-annonceurs-c-est-retour-vers-le-futur-du-passe\"><b>Pour les annonceurs, c\u2019est retour vers le futur du pass\u00e9\u2026<\/b><\/h3>\n\n\n\n<p>Les effets de cet arr\u00eat pour les annonceurs et les \u00e9diteurs sont multiples. En l\u2019absence de possibilit\u00e9 de tracking, la segmentation des audiences va \u00eatre p\u00e9nalis\u00e9e et la personnalisation des publicit\u00e9s (mais aussi les recommandations de produits) va devenir plus que difficile. Cela signe vraisemblablement le retour de la pub de masse avec des campagnes \u00ab qui ratisseront large \u00bb. En cons\u00e9quence, les suivis de campagne seront moins pr\u00e9cis et, surtout, leur impact ne pourra plus \u00eatre mesur\u00e9 avec la m\u00eame finesse et les m\u00eames KPIs. De quoi refroidir les marques qui risquent d\u2019h\u00e9siter de plus en plus \u00e0 investir dans des op\u00e9rations sans visibilit\u00e9. Par effet de domino, on peut s\u2019attendre \u00e0 une baisse des prix des publicit\u00e9s et la diminution des revenus pub chez les \u00e9diteurs de sites web. La nouvelle gestion des cookies par Apple aurait r\u00e9duit les prix de la pub web mobile de 40 \u00e0 45 % selon certains annonceurs. Avec la d\u00e9cision de Chrome, le ph\u00e9nom\u00e8ne devrait s\u2019amplifier. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-\"> <\/h3>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quel-avenir-pour-la-publicite-ciblee\"><b>Quel avenir pour la publicit\u00e9 cibl\u00e9e ?<\/b><\/h3>\n\n\n\n<p>Avec la fin des cookies tiers, les \u00e9diteurs vont devoir se concentrer sur leurs donn\u00e9es \u00ab first party \u00bb, c\u2019est-\u00e0-dire les donn\u00e9es qu\u2019ils r\u00e9coltent par eux-m\u00eames, et souvent tr\u00e8s riches en termes d\u2019informations qualifi\u00e9es (profil, donn\u00e9es comportementales\u2026). Les grandes marques et les plateformes mondiales de e-commerce ainsi que les m\u00e9dias les plus puissants devraient donc tirer leur \u00e9pingle du jeu face aux plus petits \u00e9diteurs qui agr\u00e8gent moins de donn\u00e9es clients et qui, surtout, ne disposent pas des m\u00eames moyens d\u2019analyse de la donn\u00e9e. <b>\u00c0 n\u2019en pas douter, la capacit\u00e9 \u00e0 se doter d\u2019outils de traitement constitue plus que jamais un facteur de performance pour les entreprises.<\/b><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s Safari et Firefox, Google Chrome met fin aux cookies tiers en 2022. Quel impact sur le march\u00e9 de la publicit\u00e9 en ligne ? Comment se pr\u00e9parer ?<\/p>\n","protected":false},"author":1,"featured_media":334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fin des cookies tiers en 2022, quels changements \u00e0 venir ? - Salesforce<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s Safari et Firefox, Google Chrome met fin aux cookies tiers en 2022. 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