{"id":14220,"date":"2023-11-06T09:13:19","date_gmt":"2023-11-06T09:13:19","guid":{"rendered":"https:\/\/dpoassociates.eu\/fin-des-publicites-personnalisees\/"},"modified":"2025-02-27T14:31:15","modified_gmt":"2025-02-27T13:31:15","slug":"fin-des-publicites-personnalisees","status":"publish","type":"post","link":"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/","title":{"rendered":"Fin des publicit\u00e9s personnalis\u00e9es ?"},"content":{"rendered":"\t\t
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Introduction :<\/em><\/h3>

Meta, la soci\u00e9t\u00e9 m\u00e8re d’Instagram et de Facebook, se fait taper sur les doigts par le gendarme europ\u00e9en de la vie priv\u00e9e. En vertu de d\u00e9cisions r\u00e9centes, les plateformes de m\u00e9dias sociaux les plus populaires ne peuvent plus proposer de publicit\u00e9s personnalis\u00e9es aux utilisateurs europ\u00e9ens, \u00e0 moins qu’ils n’aient donn\u00e9 leur consentement explicite. Actuellement, Meta ne demande pas encore cette autorisation, ce qui pourrait porter un coup sensible \u00e0 l’entreprise technologique.<\/em><\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"advertenties\"\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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Pourquoi les publicit\u00e9s personnalis\u00e9es sont-elles si importantes ?<\/strong><\/h4>

Les publicit\u00e9s personnalis\u00e9es, adapt\u00e9es aux caract\u00e9ristiques de l’utilisateur et \u00e0 son comportement sur Internet, sont un \u00e9l\u00e9ment essentiel du mod\u00e8le de revenus de Meta. En compilant les profils des utilisateurs, Meta peut offrir aux annonceurs l’audience id\u00e9ale, ce qui se traduit par des revenus plus \u00e9lev\u00e9s. En outre, Meta utilise les donn\u00e9es collect\u00e9es \u00e0 des fins d’analyse et de d\u00e9veloppement de nouveaux produits et services.<\/p>

D’o\u00f9 vient la prohibition ?<\/strong><\/h4>

Le Conseil europ\u00e9en de la protection des donn\u00e9es a impos\u00e9 cette interdiction, avec le soutien de plusieurs r\u00e9gulateurs nationaux. La Norv\u00e8ge a adopt\u00e9 une position similaire en ao\u00fbt, que Meta a contest\u00e9e sans succ\u00e8s. Meta a m\u00eame menac\u00e9 de quitter le pays, mais ne l’a pas encore fait et continue de proposer les annonces, malgr\u00e9 une amende journali\u00e8re de 90 000 euros depuis le 14 ao\u00fbt !<\/p>

C’est maintenant au r\u00e9gulateur irlandais DPC, en raison du si\u00e8ge europ\u00e9en de Meta \u00e0 Dublin, qu’il incombe de faire respecter l’interdiction. Le 31 octobre, DPC a officiellement notifi\u00e9 la d\u00e9cision \u00e0 Meta, lui donnant une semaine pour s’adapter.<\/p>

Comment Meta r\u00e9agit-il \u00e0 l’interdiction ?<\/strong><\/h4>

Afin de continuer \u00e0 proposer des publicit\u00e9s personnalis\u00e9es, Meta introduit des abonnements payants pour Facebook et Instagram. Les utilisateurs peuvent utiliser les applications sans publicit\u00e9 pour 13 euros par mois, ce que Meta consid\u00e8re comme un consentement explicite. Toutefois, cela a suscit\u00e9 un nouveau d\u00e9bat parmi les r\u00e9gulateurs europ\u00e9ens, qui sont divis\u00e9s sur la validit\u00e9 de cette option de paiement en tant qu’autorisation.<\/p>

Existe-t-il une alternative ?<\/strong><\/h4>

L’autorit\u00e9 de r\u00e9gulation norv\u00e9gienne propose une solution interm\u00e9diaire int\u00e9ressante : la \u00ab\u00a0publicit\u00e9 de base\u00a0\u00bb. Dans ce cas, l’application reste gratuite, mais les publicit\u00e9s sont uniquement personnalis\u00e9es en fonction des informations fournies par les utilisateurs, telles que leurs donn\u00e9es personnelles et leurs centres d’int\u00e9r\u00eat sp\u00e9cifiques. Il reste \u00e0 voir si cette approche sera plus largement accept\u00e9e.<\/p>

Conclusion<\/em><\/strong><\/h3>

Les prochaines semaines promettent d’\u00eatre passionnantes, car les r\u00e9gulateurs m\u00e9ta et europ\u00e9ens s’affrontent sur l’avenir des publicit\u00e9s personnalis\u00e9es sur les plateformes de m\u00e9dias sociaux. La discussion est loin d’\u00eatre termin\u00e9e, et le r\u00e9sultat affectera sans aucun doute la fa\u00e7on dont nous vivons la publicit\u00e9 sur Facebook et Instagram !<\/em><\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tDPD<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tGDPR International Data Transfers – SCCs & Data Processing Agreements (en anglais)\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t\n\t\t\tLire la suite \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tPourquoi il est pr\u00e9f\u00e9rable que chaque entreprise d\u00e9signe un DPD\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t\n\t\t\tLire la suite \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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G\u00e9n\u00e9ral<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tDPD pour les enqu\u00eateurs priv\u00e9s et les enqu\u00eateurs d’assurance\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\n\t\t\n\t\t\tLire la suite \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Introduction : Meta, la soci\u00e9t\u00e9 m\u00e8re d’Instagram et de Facebook, se fait taper sur les doigts par le gendarme europ\u00e9en de la<\/p>\n","protected":false},"author":1,"featured_media":14211,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[143,60],"tags":[],"class_list":["post-14220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-non-classifiee"],"yoast_head":"\nFin des publicit\u00e9s personnalis\u00e9es ? - DPO Associates<\/title>\n<meta name=\"description\" content=\"Les publicit\u00e9s personnalis\u00e9es, adapt\u00e9es aux caract\u00e9ristiques de l'utilisateur et \u00e0 son comportement sur Internet, sont un \u00e9l\u00e9ment essentiel du mod\u00e8le de revenus de Meta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fin des publicit\u00e9s personnalis\u00e9es ?\" \/>\n<meta property=\"og:description\" content=\"Les publicit\u00e9s personnalis\u00e9es, adapt\u00e9es aux caract\u00e9ristiques de l'utilisateur et \u00e0 son comportement sur Internet, sont un \u00e9l\u00e9ment essentiel du mod\u00e8le de revenus de Meta.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\" \/>\n<meta property=\"og:site_name\" content=\"DPO Associates\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/profile.php?id=100083400514207\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-06T09:13:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-27T13:31:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dpoassociates.eu\/wp-content\/uploads\/2023\/11\/Ontwerp-zonder-titel-6-1-768x768.png\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"768\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/dpoassociates.eu\/fr\/#\/schema\/person\/302a15bf9c51c524d89cb526c22ab649\"},\"headline\":\"Fin des publicit\u00e9s personnalis\u00e9es ?\",\"datePublished\":\"2023-11-06T09:13:19+00:00\",\"dateModified\":\"2025-02-27T13:31:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\"},\"wordCount\":506,\"publisher\":{\"@id\":\"https:\/\/dpoassociates.eu\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dpoassociates.eu\/wp-content\/uploads\/2023\/11\/Ontwerp-zonder-titel-6-1.png\",\"articleSection\":[\"Marketing\",\"Non classifi\u00e9(e)\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\",\"url\":\"https:\/\/dpoassociates.eu\/fr\/fin-des-publicites-personnalisees\/\",\"name\":\"Fin des publicit\u00e9s personnalis\u00e9es ? 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