beales étude sur le ciblage comportemental sur internet - adwords-france
TRANSCRIPT
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8/9/2019 Beales tude sur le ciblage comportemental sur Internet - Adwords-france
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Z`i _ehyi mo Di`evbmteh Zetaizbfadr
@mqetj Diehi{5
Z`b{ {zyjr {iic{ zm |tmvbji ef bfbzbeh yfjit{zefjbfa mo z`i iooikz mo di`evbmtehhr zetaizij ejvitzb{bfa mf
ejvitzb{bfa tezi{ efj tivifyi{& E {ytvir mo zqihvi ej fizqmtc{ qe{ kmfjykzij zm mdzebf uyetzithr jeze mf
|tbkbfa (K\N jeze" kmfvit{bmf tezi{ efj tivifyi{ ektm{{ vetbmy{ zr|i{ mo ej {ianifz{ (tyf mo fizqmtc
ejvitzb{bfa efj di`evbmteh ejvitzb{bfa"& Z`i {ytvir ti{yhz{ tivieh z`tii cir obfjbfa{7 (5" Ejvitzb{bfa tezi{ eti
{bafbobkefzhr `ba`it omt di`evbmtehhr zetaizij ej{& Z`i eviteai K\N omt di`evbmtehhr zetaizij ejvitzb{bfa b{ gy{z
mvit zqbki z`i eviteai K\N omt tyf.mo.fizqmtc ejvitzb{bfa& Mf eviteai ektm{{ |etzbkb|ezbfa fizqmtc{ z`i |tbki
mo di`evbmtehhr zetaizij ejvitzb{bfa bf 4
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B& BFZTMJYKZBMF
Bf tikifz riet{ |m|yhet Bfzitfiz kmfzifz efj {itvbki{ ({yk` e{ mfhbfi fiq{ dhma{ i.nebh
efj {mkbeh fizqmtcbfa {itvbki{" `evi diif oyfjij bfktie{bfahr dr ejvitzb{bfa tez`it z`ef z`tmya`
k`etai{ zm kmf{ynit{& Nefr |tmvbjit{ mo Bfzitfiz kmfzifz efj {itvbki{ (|ydhb{`it{" ji|ifj mf
ejvitzb{bfa tivifyi zm jivihm| efj |ti{ifz z`ibt mooitbfa{ zm kmf{ynit{& Qid |ydhb{`it{ tefai
otmn hetai {kehi nijbe qid{bzi{ efj |mtzeh{ z`ez {ihh ejvitzb{bfa jbtikzhr zm |mzifzbeh ejvitzb{it{ zm
{m.kehhij hmfa zebh {bzi{ qbz` {nehhit efj nmti {|ikbehbwij eyjbifki{&
Bo ejvitzb{bfa b{ zm tinebf z`i |tbnetr nief{ mo obfefkbfa Bfzitfiz kmfzifz z`if ejvitzb{bfa
tezi{ qbhh di e ktbzbkeh jizitnbfefz mo z`i cbfj efj uyehbzr mo Bfzitfiz kmfzifz evebhedhi& Yfhi{{
|ydhb{`it{ kef iooikzbvihr ke|zyti {mni mo z`i vehyi z`ir ktiezi omt vbiqit{ z`ir qbhh fmz di edhi zm
|tmvbji e{ nyk` kmfzifz mt kmfzifz mo z i {eni uyehbzr e{ vbiqit{ `evi kmni zm ip|ikz& Z`i
oyfjenifzeh{ mo mfhbfi ejvitzb{bfa netciz{ efj di`evbmteh zetaizbfa eti ji{ktbdij bf nmti jizebh
bf E||ifjbp E&
Mfi {zteziar qbjihr y{ij zm bfktie{i z`i vehyi mo ejvitzb{bfa b{ di`evbmteh zetaizbfa& Y{bfa
bfomtnezbmf edmyz mfhbfi di`evbmt bfkhyjbfa {bzi{ vb{bzij efj bfziti{z bf |etzbkyhet zr|i{ mo
kmfzifz di`evbmteh zetaizbfa {iic{ zm {itvi ejvitzb{inifz{ z`ez |etzbkyhet atmy|{ mo kmf{ynit{
eti nmti hbcihr zm obfj bfziti{zbfa& Bo ejvitzb{bfa dizzit nezk`i{ kmf{ynit bfziti{z{ kmf{ynit{ eti
nmti hbcihr zm ti{|mfj zm z`i ni{{eai efj ejvitzb{it{ qbhh di qbhhbfa zm |er nmti omt ej{ jihbvitij
zm {yk` ef eyjbifki&
Di`evbmteh zetaizbfa b{ y{ij bf jbooitifz qer{& Hetai |ydhb{`it{ qbz` jbvit{i kmfzifz
mooitbfa{ kef y{i di`evbmteh zetaizbfa ektm{{ z`ibt vetbmy{ {bzi{ zm mooit z`ibt y{it{ nmti zetaizij
ej{& Ejjbzbmfehhr z`btj |etzr obtn{ kef {|ikbehbwi bf |etz{ mo z`b{ |tmki{{ mt kef ifkmn|e{{ ehh mo bz
mooitbfa zetaizbfa ektm{{ e dtmej tefai mo |ydhb{`it kmfzifz& Omt ipen|hi jeze ipk`efai{ {|ikbehbwi
bf jeze kmhhikzbmf efj efehrzbk{ z`ez z`ir {ihh zm ejvitzb{it{& Nmti kmn|ti`if{bvi z`btj |etzr
ejvitzb{bfa fizqmtc{ (ej fizqmtc{" kef `efjhi dmz` z`i kmhhikzbmf efehrzbk{ efj {itvbkbfa mo z`i
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ej{& Z`b{ {zyjr omky{i{ mf ztef{ekzbmf{ bfvmhvbfa z`i obfeh ejvitzb{it dikey{i z`ez b{ z`i netciz bf
q`bk` z`i vehyi mo ejvitzb{bfa b{ jizitnbfij&
Dikey{i di`evbmteh zetaizbfa neci{ y{i mo |tijbkzbvi jeze jitbvij otmn y{it{ mfhbfi
di`evbmt z`i |tekzbki `e{ teb{ij |tbvekr kmfkitf{& Zm jezi `mqivit z`iti `e{ diif fm `etj jeze
edmyz z`i iooikzbvifi{{ mo z`btj |etzr di`evbmteh zetaizbfa mt bz{ bn|mtzefki zm kmfzifz |tmvbjit{&
Z`b{ {zyjr {iic{ zm obhh z`ez ae| |tmvbjbfa jeze edmyz ejvitzb{bfa |tbki{ efj tivifyi{ omt e {en|hi
mo ejvitzb{bfa fizqmtc{&
Z`i {zyjr {ytvirij nindit{ mo z`i FEB {iicbfa jeze omt jbooitifz zr|i{ mo zetaizbfa& Qi
mdzebfij jeze otmn 54 ej fizqmtc{ bfkhyjbfa fbfi mo z`i zm| 59 ej fizqmtc{ dr zmzeh yfbuyi
vb{bzmt{ ekkmtjbfa zm kmn[kmti!{ Jikindit 4
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ZEDHI 5
[YNNETR MO CIR[YT_IRTI[YHZ[
U54
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BB&NIZ@MJMHMAR MO [ZYJR
Mvit z`i kmyt{i mo zqm nmfz`{ qi {|mci qbz` ti|ti{ifzezbvi{ otmn e fyndit mo ej
fizqmtc{ ehh mo q`mn qiti nindit{ mo z`i Fizqmtc Ejvitzb{bfa Bfbzbezbvi (FEB"& Z`i{i
fizqmtc{ atekbmy{hr |tmvbjij ktykbeh dekcatmyfj bfomtnezbmf mf z`i tmhi mo DZ& Z`ir eh{m |tmvbjij
aybjefki bf kteozbfa e {ytvir z`ez qe{ hbcihr zm di iooikzbvi bf mdzebfbfa jeze zm e{{i{{ z`i vehyi mo
DZ zm fizqmtc{ efj |ydhb{`it{& Z`i {ytvir `ej zm di aifiteh ifmya` zm ifkmn|e{{ z`i vetbizr mo
dy{bfi{{ nmjih{ {iif bf z`i bfjy{ztr dyz {|ikbobk ifmya` zm e{{i{{ z`i |tbnetr ti{ietk` uyi{zbmf7
q`ez b{ z`i iooikz mo DZ mf ejvitzb{bfa tivifyi{ efj tezi{=
Zqihvi FEB nindit ej fizqmtc{ |tmvbjij jeze bf ti{|mf{i zm z`i {ytvir&; Fbfi mo z`i
zqihvi |etzbkb|efz{ e||ietij bf z`i zm| 59 zmzeh yfbuyi vb{bzmt{ hb{z ekkmtjbfa zm kmn[kmti!{
Jikindit 4
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\etzbkb|efz{ qiti e{cij zm |tmvbji dmz` zmzeh ej fizqmtc tivifyi{ efj z`i |itkifzeai mo ejfizqmtc tivifyi ezztbdyzedhi zm DZ zm jizitnbfi z`i bn|mtzefki mo DZ zm ej fizqmtc tivifyi&
Z`i |itkifzeai mo jb{|her ej {ehi{ tivifyi {|ifz mf bfvifzmtr efj jeze km{z{ qe{ tiuyi{zij zme{{i{{ z`i vehyi mo ej fizqmtc{ zm |ydhb{`it{ efj jivihm| e dizzit yfjit{zefjbfa mo fizqmtc km{z{&
Z`i eviteai kmfvit{bmf tezi omt tyf mo fizqmtc di`evbmteh efj tizetaizij ejvitzb{bfa qe{tiuyi{zij (bo evebhedhi ez ehh" zm e{{i{{ z`i {ykki{{ mo DZ efj ivehyezi z`i vehyi mo DZ zm ejvitzb{it{&Kmfvit{bmf{ ti|ti{ifz z`i |itkifzeai mo ej khbkc{ z`ez ti{yhz bf {ehi{&
Ejvitzb{bfa tezi{ qiti jizitnbfij dr e{cbfa omt z`i eviteai K\N omt tyf mo fizqmtc ejvitzb{bfadi`evbmteh zetaizbfa tizetaizbfa kmfzipzyeh ejvitzb{bfa jinmate|`bk zetaizbfa efj aimate|`bkzetaizbfa& Ejjbzbmfehhr ti{|mfjifz{ qiti tiuyi{zij zm |tmvbji z`i eviteai K\N omt e {yd{iz mo z`ibtdi`evbmteh zetaizbfa vitzbkeh{ (b&i& eyzmnmzbvi dy{bfi{{-obfefki `iehz` / qihhfi{{ etz{ efjifzitzebfnifz izk&"&
Zedhi 4 {ynnetbwi{ z`i uyi{zbmf{ e{cij bf z`i {ytvir efj z`i fyndit mo obtn{ z`ez
ti{|mfjij (zqihvi dibfa z`i nepbnyn" q`bk` b{ {yoobkbifzhr ti|ti{ifzezbvi mo z`i vehyi mo DZ zm
z`i fizqmtc{ efj |ydhb{`it{&
Zedhi 4
[ytvir Uyi{zbmf{ efj Fyndit mo Ti{|mfjifz{
_etbedhi+ mo
Ti{|mfjifz{
Tivifyi
Zmzeh Ej Fizqmtc Tivifyi{ 54
) mo Fizqmtc Tivifyi ezztbdyzij zm Di`evbmteh Zetaizbfa 54
) mo Ej [ehi{ Tivifyi otmn Jb{|her Ej{ 5;414? (he{z vb{bzij Net& ; 4
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vbiqit{ bfziti{zij bf ket{ {m vitzbkeh fizqmtc{ qbhh atmy| zmaiz`it eyzmnmzbvi qid{bzi{ zm mooit
z`in&42 Di`evbmteh fizqmtc{ in|hmr di`evbmteh zetaizbfa ($DZ$" zm jbtikz {|ikbobk ej{ zm kitzebf
vbiqit{ dr kmhhikzbfa efj y{bfa jeze de{ij mf y{it dtmq{bfa di`evbmt ektm{{ nyhzb|hi qid {bzi{ bf
mtjit zm keziamtbwi hbcihr kmf{ynit bfziti{z {ianifz{ omt y{i bf zetaizbfa&;