{"id":11646,"date":"2022-10-18T16:21:43","date_gmt":"2022-10-18T16:21:43","guid":{"rendered":"https:\/\/blog.near.com\/?p=11646"},"modified":"2024-09-03T15:47:09","modified_gmt":"2024-09-03T10:17:09","slug":"near-a-nouveau-certifie-du-label-right-place-par-la-mobile-marketing-association-et-le-cesp","status":"publish","type":"post","link":"https:\/\/azira.dev\/fr\/blogs\/near-a-nouveau-certifie-du-label-right-place-par-la-mobile-marketing-association-et-le-cesp\/","title":{"rendered":"Azira, \u00e0 nouveau certifi\u00e9 du Label \u00ab\u00a0Right Place\u00a0\u00bb par la Mobile Marketing Association et le CESP"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11646\" class=\"elementor elementor-11646\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-706bc4e7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"706bc4e7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-108af081\" data-id=\"108af081\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1387136f elementor-widget elementor-widget-text-editor\" data-id=\"1387136f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Certes, mais le label \u201cRight Place\u201d, c\u2019est quoi ?\u00a0<\/h2>\n<p>En juillet 2020, Alliance Digitale et La Mobile Marketing Association, en association avec le CESP (Centre d\u2019\u00c9tudes des Supports de Publicit\u00e9) cr\u00e9ent la certification Drive-to-Trust, pens\u00e9e pour certifier la conformit\u00e9 des solutions mobiles drive-to-store des acteurs de l\u2019adtech.\u00a0<\/p>\n<p>La certification Drive-to-Trust compte d\u00e9sormais les 3 labels suivants : \u201cRight People\u201d, \u201cRight Place\u201d et le r\u00e9cent \u201cRight Performance\u201d.\u00a0\u00a0<\/p>\n<h2>Soit, mais sur quels crit\u00e8res le label \u201cRight Place\u201d se base-t-il ?\u00a0<\/h2>\n<p>Azira se voit recevoir le label \u201cRight Place\u201d certifiant la qualit\u00e9 du ciblage g\u00e9ographique des campagnes <a href=\"https:\/\/business.azira.com\/en-us\/landingpage-whitepaper-drive-to-store\" target=\"_blank\" rel=\"noreferrer noopener\">drive to store <\/a>et <a href=\"https:\/\/business.azira.com\/en-us\/landingpage-whitepaper-digital-circulars\/en\" target=\"_blank\" rel=\"noreferrer noopener\">digitalisation des catalogues<\/a> de la r\u00e9gie.<\/p>\n<p>Mais concr\u00e8tement, quels sont les m\u00e9triques \u00e0 \u00e9valuer pour valider la qualit\u00e9 de la diffusion de campagnes mobile-to-store ?\u00a0<\/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<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a1340aa elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a1340aa\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e6f0d78\" data-id=\"e6f0d78\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5bac1a elementor-widget elementor-widget-text-editor\" data-id=\"c5bac1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol>\n<li>Dans un premier temps, Azirest \u00e9valu\u00e9e sur sa capacit\u00e9 \u00e0 cibler des mobinautes qui se trouvent bel et bien dans la zone de chalandise du magasin concern\u00e9 par l\u2019op\u00e9ration.\u00a0<\/li>\n<li>Ensuite, le label \u201cRight Place\u201d consiste \u00e0 v\u00e9rifier que le nombre d\u2019actifs bruts et\/ou de profils lookalikes correspond bien \u00e0 l\u2019effectif communiqu\u00e9 et cens\u00e9 avoir \u00e9t\u00e9 expos\u00e9 \u00e0 la campagne. Il s\u2019agit finalement de s\u2019assurer que le reach annonc\u00e9 co\u00efncide avec le reach r\u00e9el de l\u2019op\u00e9ration.<\/li>\n<li>Afin de garantir que la campagne ne d\u00e9bouche pas sur une pression publicitaire ressentie par les personnes expos\u00e9es, le CESP v\u00e9rifie que le nombre d\u2019impressions publicitaires par device ID ne d\u00e9passe pas les 15 impressions. Cela revient \u00e0 s\u2019assurer que chaque mobinaute ne sera pas expos\u00e9 plus de 15 fois \u00e0 la publicit\u00e9.\u00a0<\/li>\n<li>Enfin, le label \u201cRight Place\u201d se base sur la capacit\u00e9 \u00e0 identifier et exclure toute donn\u00e9e aberrante ou impr\u00e9cise des sources, afin de garantir la qualit\u00e9 de ciblage de la solution. Pour cela, le CESP v\u00e9rifie par exemple que chaque individu poss\u00e8de une unique g\u00e9olocalisation \u00e0 un horaire sp\u00e9cifique, ou encore que les donn\u00e9es longitudes\/latitudes des individus poss\u00e8dent au moins 4 chiffres apr\u00e8s la virgule.\u00a0<\/li>\n<\/ol>\n<p>Le label \u201cRight Place\u201d fait ainsi partie des 3 labels qui constituent la certification Drive-to-Trust. Azira l\u2019obtient depuis la cr\u00e9ation de la certification en continuant de s\u2019assurer d\u2019exposer ses campagnes \u00e0 des profils qualifi\u00e9s, dans la zone de chalandise ad\u00e9quate.<\/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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Certes, mais le label \u201cRight Place\u201d, c\u2019est quoi ?\u00a0 En juillet 2020, Alliance Digitale et La Mobile Marketing Association, en association avec le CESP (Centre d\u2019\u00c9tudes des Supports de Publicit\u00e9) cr\u00e9ent la certification Drive-to-Trust, pens\u00e9e pour certifier la conformit\u00e9 des solutions mobiles drive-to-store des acteurs de l\u2019adtech.\u00a0 La certification Drive-to-Trust compte d\u00e9sormais les 3 labels [&hellip;]<\/p>\n","protected":false},"author":31,"featured_media":58364,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_eb_attr":"","advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[196],"tags":[],"class_list":["post-11646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouveautes"],"acf":[],"featured_image_src":"https:\/\/azira.dev\/wp-content\/uploads\/2022\/10\/drive-to-trust-vague-9.webp","author_info":{"display_name":"The Azira Team","author_link":"https:\/\/azira.dev\/fr\/author\/the-near-team\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Azira, \u00e0 nouveau certifi\u00e9 du Label &quot;Right Place&quot; par le CESP<\/title>\n<meta name=\"robots\" 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