{"id":20375,"date":"2020-09-01T22:29:28","date_gmt":"2020-09-01T22:29:28","guid":{"rendered":"http:\/\/www.africanchallenges.com\/?p=20375"},"modified":"2020-09-01T22:33:26","modified_gmt":"2020-09-01T22:33:26","slug":"apple-va-nuire-au-marche-publicitaire-avec-le-nouveau-systeme-dexploitation-du-iphone-selon-facebook","status":"publish","type":"post","link":"https:\/\/www.africanchallenges.com\/?p=20375","title":{"rendered":"Apple va nuire au march\u00e9 publicitaire avec le nouveau syst\u00e8me d\u2019exploitation du iPhone selon facebook"},"content":{"rendered":"\n<p class=\"texte textearticle\"><strong>Sur IOS 14, Apple ne permettra plus d\u2019obtenir l\u2019identifiant publicitaire unique de ses utilisateurs sans leurs accords. Cela emp\u00eachera Facebook et les utilisateurs de son outil Audience Network de personnaliser la publicit\u00e9. Pour le r\u00e9seau social, la d\u00e9cision d\u2019Apple nuira \u00e0 la publicit\u00e9 mondiale.<\/strong><\/p>\n<p class=\"texte textearticle\">Selon Facebook, Apple impactera n\u00e9gativement le march\u00e9 mondial de la publicit\u00e9 avec son syst\u00e8me d\u2019exploitation mobile IOS 14. L\u2019information a \u00e9t\u00e9 rendue publique dans un post de blog publi\u00e9 par le r\u00e9seau social. Facebook y explique que les limites au ciblage publicitaire pr\u00e9vues par Apple avec iOS 14 nuiront fortement \u00e0 tous les d\u00e9veloppeurs d&rsquo;applications destin\u00e9s aux appareils mobiles utilisant le syst\u00e8me d\u2019exploitation.<\/p>\n<p class=\"texte textearticle\">En fait, apr\u00e8s le passage \u00e0 iOS 14, Facebook ne pourra plus enregistrer, via ses applications, l\u2019identifiant publicitaire unique (l&rsquo;IDFA) attribu\u00e9 par Apple \u00e0 chaque appareil de sa gamme. Cet IDFA est indispensable pour adapter les messages publicitaires aux habitudes de navigation des utilisateurs d\u2019Apple. Il sert \u00e9galement \u00e0 mesurer l\u2019efficacit\u00e9 des campagnes publicitaires.<\/p>\n<p class=\"texte textearticle\">D\u00e9sormais, Apple conditionne l\u2019obtention de l\u2019IDFA \u00e0 une demande aux utilisateurs qui feront savoir s\u2019ils souhaitent que leurs habitudes de navigation soient connues ou non par un tiers. Il y a de grandes chances que les utilisateurs refusent, en masse, que leur IDFA soit communiqu\u00e9. Cela r\u00e9duira \u00e9norm\u00e9ment la pr\u00e9cision du ciblage des campagnes publicitaires sur iPhone.<\/p>\n<p class=\"texte textearticle\">Face \u00e0 cette situation, Facebook d\u00e9cid\u00e9 de se passer de l&rsquo;IDFA. Le r\u00e9seau social assure que cela ne l\u2019affectera pas \u00e9norm\u00e9ment sachant que l\u2019IDFA peut \u00eatre obtenu sur les autres marques d\u2019appareil mobile. Pour le groupe de Mark Zuckerberg, ce sont les d\u00e9veloppeurs et d&rsquo;\u00e9diteurs de contenus qui d\u00e9pendent de l\u2019outil Audience Network de Facebook pour mon\u00e9tiser leur audience mobile qui seront principalement touch\u00e9s.<\/p>\n<p class=\"texte textearticle\">Au final, cet accrochage entre les deux GAFA n\u2019est qu\u2019un des \u00e9pisodes qui les mettra en opposition dans les prochains mois. Par nature, Apple, qui fait de la protection de la vie priv\u00e9e un de ses principaux arguments de vente, est \u00a0un adversaire pour Facebook qui a fait de collecte de donn\u00e9es \u00e0 des fins publicitaires un des piliers de son mod\u00e8le d\u2019affaires.<\/p>\n","protected":false},"excerpt":{"rendered":"Sur IOS 14, Apple ne permettra plus d\u2019obtenir l\u2019identifiant publicitaire unique de ses utilisateurs sans leurs accords. Cela emp\u00eachera Facebook et les utilisateurs de son outil Audience Network de personnaliser la publicit\u00e9. Pour le r\u00e9seau social, la d\u00e9cision d\u2019Apple nuira \u00e0 la publicit\u00e9 mondiale. Selon Facebook, Apple impactera n\u00e9gativement le march\u00e9 mondial de la publicit\u00e9 [...]","protected":false},"author":4,"featured_media":20192,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","jnews-multi-image_gallery":[],"jnews_single_post":{"subtitle":"","format":"standard","video":"","gallery":"","source_name":"","source_url":"","via_name":"","via_url":"","override":[{"single_blog_custom":"","sidebar":"","second_sidebar":"","share_position":"","share_float_style":"","post_date_format":"","post_date_format_custom":"","post_reading_time_wpm":"","zoom_button_out_step":"1","zoom_button_in_step":"1","number_popup_post":"1"}],"image_override":[{"single_post_thumbnail_size":"","single_post_gallery_size":""}],"trending_post_position":"","trending_post_label":"","sponsored_post_label":"","sponsored_post_name":"","sponsored_post_url":"","sponsored_post_logo":"","sponsored_post_desc":""},"jnews_primary_category":{"id":""},"jnews_override_bookmark_settings":[],"jnews_review":[],"enable_review":"","type":"","name":"","summary":"","brand":"","sku":"","good":[],"bad":[],"score_override":"","override_value":"","rating":[],"price":[],"jnews_post_split":[],"footnotes":""},"categories":[12],"tags":[4572,5354,599],"class_list":["post-20375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech","tag-apple","tag-marche-publicitaire","tag-mark-zuckerberg"],"_links":{"self":[{"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/posts\/20375","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20375"}],"version-history":[{"count":1,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/posts\/20375\/revisions"}],"predecessor-version":[{"id":20376,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/posts\/20375\/revisions\/20376"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=\/wp\/v2\/media\/20192"}],"wp:attachment":[{"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20375"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20375"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.africanchallenges.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20375"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}