{"id":26350,"date":"2016-09-14T18:03:50","date_gmt":"2016-09-14T16:03:50","guid":{"rendered":"https:\/\/qualifio.fidelodev.be\/blog\/quest-ce-quune-dmp\/"},"modified":"2022-09-26T19:09:25","modified_gmt":"2022-09-26T17:09:25","slug":"quest-ce-quune-dmp","status":"publish","type":"post","link":"https:\/\/qualifio.fidelodev.be\/fr\/blog\/quest-ce-quune-dmp\/","title":{"rendered":"Qu&#8217;est ce qu&#8217;une DMP ?"},"content":{"rendered":"<p>La Data Management Platform est une sorte de grande bo\u00eete intelligente. Elle permet d\u2019h\u00e9berger et de centraliser des donn\u00e9es de plusieurs types (comportement de navigation, achats, profil socio-demo\u2026) provenant de plusieurs sources (site, CRM, application mobile, points de vente\u2026), d\u2019en faire des groupes (ou des segments) et de les redistribuer aux autres services qui les exploitent (adservers, DSP, etc.) afin d\u2019augmenter la personnalisation des actions publicitaires.<\/p>\n<h2>Concr\u00e8tement, la DMP :<\/h2>\n<ul>\n<li>\n<h3>Collecte et h\u00e9berge des donn\u00e9es<\/h3>\n<p>Le plus souvent via un tag DMP qui collecte des donn\u00e9es non nominatives (pas G\u00e9rard Manfroid mais visiteur568954) au niveau d\u2019une page web par exemple ou dans une application mobile. Mais elle rassemble aussi les donn\u00e9es 1st, 2nd &amp; 3rd party (les donn\u00e9es que vous avez collect\u00e9es vous-m\u00eame, les donn\u00e9es de vos partenaires et\/ou les donn\u00e9es que vous avez achet\u00e9es) dont dispose l\u2019entreprise.<\/li>\n<li>\n<h3>Cr\u00e9e des segments dans les donn\u00e9es<\/h3>\n<p>Sur base de toutes ces donn\u00e9es, elle cr\u00e9e des segments. Par exemple, sur base des informations collect\u00e9es par la DMP coupl\u00e9e aux informations CRM, un segment pourrait \u00eatre : \u2018toutes les personnes entre 25 et 30 ans, ayant visit\u00e9 la section beaut\u00e9 des 3 sites m\u00e9dias du groupe, disposant d\u2019un abonnement au magazine papier\u201d.<\/li>\n<li>\n<h3>Distribue les segments aux logiciels d\u2019achats publicitaires<\/h3>\n<p>Les DMP sont li\u00e9es aux DSP (les logiciels qui ex\u00e9cutent les achats de publicit\u00e9s), elles envoient les segmentations \u00e0 ces derni\u00e8res. Ensuite elles continuent leurs analyses sur base de ces placements, optimisent les segments et renvoient ces informations aux DSP qui utilisent ces informations pour ajuster les placements et les ench\u00e8res.<\/li>\n<\/ul>\n<h3>Qui utilise les DMP ?<\/h3>\n<p>Les <a href=\"https:\/\/qualifio.fidelodev.be\/fr\/autres\/\" target=\"_blank\" rel=\"noopener noreferrer\">agences<\/a>, les <a href=\"https:\/\/qualifio.fidelodev.be\/fr\/media\/\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00e9dias<\/a> et les&nbsp;<a href=\"https:\/\/qualifio.fidelodev.be\/fr\/retail-e-commerce\/\" target=\"_blank\" rel=\"noopener noreferrer\">marques<\/a> en g\u00e9n\u00e9ral utilisent tous des DMP. Ils collectent des donn\u00e9es de qualit\u00e9 en grande quantit\u00e9 afin de mieux conna\u00eetre leurs audiences et effectuer un meilleur ciblage aupr\u00e8s de celles-ci.<\/p>\n<h3>Pourquoi ?<\/h3>\n<p>Pour effectuer ce ciblage, depuis la nuit des temps de l\u2019achat m\u00e9dia, il suffisait par exemple de placer la publicit\u00e9 automobile sur les m\u00e9dias automobiles ou les sections automobiles des m\u00e9dias traditionnels (ciblage contextuel). Gr\u00e2ce aux DMP et l\u2019ensemble des donn\u00e9es collect\u00e9es (et rassembl\u00e9es) sur les visiteurs, il est possible de cibler les publicit\u00e9s automobiles aux utilisateurs int\u00e9ress\u00e9s par l\u2019automobile: ceux qui se baladent sur les pages auto du site, ou plus fort, ceux qui ont visit\u00e9 au moins 3 sites de marques auto ces 2 derni\u00e8res semaines.<\/p>\n<p>Du c\u00f4t\u00e9 des m\u00e9dias, ceci entra\u00eene un ciblage beaucoup plus qualitatif qui leur permet d\u2019augmenter le prix de vente de leur espace m\u00e9dia.<\/p>\n<p>Du c\u00f4t\u00e9 des annonceurs, un meilleur ciblage signifie un meilleur taux de conversions et une optimisation des co\u00fbts (inutile d\u2019afficher 40 fois une publicit\u00e9 \u00e0 un visiteur qui n\u2019a pas converti au bout de 10 fois). Les DMP leur permettent \u00e9galement de reprendre la main sur leur achat m\u00e9dia, longtemps d\u00e9laiss\u00e9 aux agences sp\u00e9cialis\u00e9es.<\/p>\n<p><a href=\"https:\/\/www.qualifio.fidelodev.be\" target=\"_blank\" rel=\"noopener noreferrer\">Qualifio<\/a> se connecte avec les principales DMP du march\u00e9 Krux, Adobe Audience Manager et, pour nos clients, est devenu l\u2019un des principaux g\u00e9n\u00e9rateurs de data pour les DMPs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Data Management Platform est une sorte de grande bo\u00eete intelligente. Elle permet d\u2019h\u00e9berger et de centraliser des donn\u00e9es de plusieurs types (comportement de navigation, achats, profil socio-demo\u2026) provenant de plusieurs sources (site, CRM, application mobile, points de vente\u2026), d\u2019en faire des groupes (ou des segments) et de les redistribuer aux autres services qui les [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":26351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264],"tags":[],"class_list":["post-26350","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-collecte-de-donnees"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#8217;est ce qu&#8217;une DMP ? - Qualifio<\/title>\n<meta name=\"description\" content=\"La DMP permet d\u2019h\u00e9berger, collecter, centraliser et utiliser des donn\u00e9es de plusieurs types (comportement de navigation, achats, donn\u00e9es CRM...)\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Qu&#8217;est ce qu&#8217;une DMP ? 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