{"id":869,"date":"2019-01-15T19:20:15","date_gmt":"2019-01-16T00:20:15","guid":{"rendered":"https:\/\/iabcanada.motto.design\/la-fraude-en-publicite-numerique-un-5-a-web-reussit-2\/"},"modified":"2026-02-10T10:48:30","modified_gmt":"2026-02-10T15:48:30","slug":"la-fraude-en-publicite-numerique-un-5-a-web-reussit-2","status":"publish","type":"post","link":"https:\/\/iabcanada.motto.design\/fr\/la-fraude-en-publicite-numerique-un-5-a-web-reussit-2\/","title":{"rendered":"La fraude en publicit\u00e9 num\u00e9rique: un 5 \u00e0 Web r\u00e9ussit"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>La fraude en publicit\u00e9 num\u00e9rique: un 5 \u00e0 Web r\u00e9ussit<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C&rsquo;est dans l&rsquo;ambiance d\u00e9contract\u00e9e des bureaux de District M du vibrant Mile End que s&rsquo;est tenue la premi\u00e8re \u00e9dition des 5 \u00e0 Web IAB.\u00a0 Initiative du Comit\u00e9 Qu\u00e9bec de IAB, l&rsquo;\u00e9v\u00e9nement se veut une opportunit\u00e9 de d\u00e9battre des sujets br\u00fblant du num\u00e9rique et de r\u00e9seauter autour d&rsquo;un verre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le 8 f\u00e9vrier dernier, plusieurs dizaines de participants provenant des agences, des \u00e9diteurs, des annonceurs et des technologies sont venus entendre un panel discuter des enjeux de la fraude en publicit\u00e9 num\u00e9rique.\u00a0 Le panel f\u00fbt men\u00e9 de mains de ma\u00eetre par Jean-Charles Rocha Directeur des produits publicitaires num\u00e9riques de La Presse qui \u00e9tait alors entour\u00e9 des pan\u00e9listes Ilya Daftari, Directeur Programmatique chez Omnicom Media Group, Dominic Fortin CIO chez District M, Nick Henderson Chef Analyste \u00e0 la Banque Nationale et Roger Kamena Directeur de Pratique chez Adviso.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les sujets abord\u00e9s ont \u00e9t\u00e9 nombreux.\u00a0 Suite au constat commun que la fraude n&rsquo;a pas de fronti\u00e8re, les p\u00e9nalistes ont fait \u00e9tat de l&rsquo;importance d&rsquo;\u00eatre sensible \u00e0 ce fl\u00e9au.\u00a0 Plusieurs exemples concrets illustrant celle-ci ont \u00e9t\u00e9 soulev\u00e9s. De la fraude malicieuse o\u00f9 on nous sert des impressions autres que celles r\u00e9ellement achet\u00e9es, au \u00ab\u00a0mobile redirect\u00a0\u00bb en passant par le contenu des sites haineux ou \u00ab\u00a0fake news\u00a0\u00bb, on ne peut ignorer ce d\u00e9fi d&rsquo;industrie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La grande question est rapidement venu sur le sujet:\u00a0 \u00c0 qui la responsabilit\u00e9? Il semble unanime d&rsquo;attribuer la responsabilit\u00e9 \u00e0 tous les acteurs de l&rsquo;industrie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S&rsquo;en est suivi d&rsquo;une discussion sur l&rsquo;enjeu \u00e9ternel de la transparence et en quoi cela pouvait aider \u00e0 diminuer voir \u00e9liminer les joueurs mal-intentionn\u00e9s dans le cha\u00eenon d&rsquo;achat tout en s\u00e9curisant les revenus aux \u00e9diteurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces \u00e9changes ont pav\u00e9s la voie \u00e0 plusieurs pistes de solutions dont l&rsquo;implication de tous les acteurs des transactions m\u00e9dias.\u00a0 La technologie existe et peut certainement supporter les efforts de recherche \u00e0 la qualit\u00e9.\u00a0 Les innovations tels que ads.txt sont de bonnes nouvelles pour tous.\u00a0 Le maintient des \u00ab\u00a0white lists\u00a0\u00bb et des \u00ab\u00a0black lists\u00a0\u00bb est une discipline que l&rsquo;on devrait tous cultiver. La mise en place de \u00ab\u00a0centres de surveillance\u00a0\u00bb o\u00f9 des analystes et des scientifiques de donn\u00e9es rel\u00e8ves et adressent les anomalies sont \u00e9galement une bonne opportunit\u00e9 d&rsquo;offrir une valeur ajout\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bref, un sujet chaud et qui le sera fort probablement encore l&rsquo;an prochain.\u00a0 Une bonne opportunit\u00e9 se pr\u00e9sentera alors pour un autre 5 \u00e0 web permettant de refaire le point sur les progr\u00e8s.\u00a0 Entre temps, de nouveaux sujets pour d&rsquo;autres 5 \u00e0 Web.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">*******<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La fraude en publicit\u00e9 num\u00e9rique: un 5 \u00e0 Web r\u00e9ussit C&rsquo;est dans l&rsquo;ambiance d\u00e9contract\u00e9e des bureaux de District M du vibrant Mile End que s&rsquo;est tenue la premi\u00e8re \u00e9dition des [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":870,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[167],"tags":[],"class_list":["post-869","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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