{"id":1874,"date":"2024-03-06T18:41:46","date_gmt":"2024-03-06T18:41:46","guid":{"rendered":"https:\/\/ursa.marketing\/?p=1874"},"modified":"2024-03-22T15:33:54","modified_gmt":"2024-03-22T15:33:54","slug":"les-nouveautes-du-mois-en-marketing-numerique-mars-2024","status":"publish","type":"post","link":"https:\/\/ursa.marketing\/fr\/les-nouveautes-du-mois-en-marketing-numerique-mars-2024\/","title":{"rendered":"Les nouveaut\u00e9s du mois en marketing num\u00e9rique | Mars 2024"},"content":{"rendered":"<h2><b>Conflit entre Universal et TikTok<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Apr\u00e8s l\u2019expiration de l\u2019accord de licence entre Universal Music Group et TikTok, le conflit persiste, laissant des artistes renomm\u00e9s tels que Taylor Swift, Bad Bunny et Billie Eilish hors de la sph\u00e8re de TikTok. La principale cause du d\u00e9saccord r\u00e9side dans les conditions jug\u00e9es inappropri\u00e9es par Universal pour l\u2019exploitation de la musique des artistes sur la plateforme, mettant en avant le manque de compensation ad\u00e9quate et la protection insuffisante des droits des artistes face aux enjeux de s\u00e9curit\u00e9 et aux implications de l\u2019intelligence artificielle.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Malheureusement, cette lutte entre g\u00e9ants de l\u2019industrie musicale a des r\u00e9percussions directes sur les artistes, tandis que les n\u00e9gociations restent dans l\u2019impasse.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Notons que les utilisateurs de TikTok Business ne sont pas impact\u00e9s par ce conflit, seuls ceux de TikTok Cr\u00e9ateur le sont.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>Implications pour les utilisateurs de TikTok Cr\u00e9ateur :<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les vid\u00e9os cr\u00e9\u00e9es avec des morceaux de musique Universal risquent de perdre leur bande sonore.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">V\u00e9rifiez si certaines de vos anciennes vid\u00e9os sont d\u00e9sormais marqu\u00e9es comme \u00ab En sourdine \u00bb. Si tel est le cas, prenez le temps de s\u00e9lectionner une nouvelle musique pour accompagner vos vid\u00e9os d\u00e9pourvues de son.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nous vous invitons \u00e0 suivre l\u2019\u00e9volution de ce conflit!<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Fin des audiences similaires sur LinkedIn Ads<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Depuis le 29 f\u00e9vrier 2024, <a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/a423698\">LinkedIn a mis fin au ciblage d\u2019audiences similaires<\/a>, \u00e9galement nomm\u00e9es audiences Lookalike, sur sa plateforme publicitaire. Voici les implications li\u00e9es \u00e0 ce changement :\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Il est d\u00e9sormais impossible de cr\u00e9er de nouvelles audiences similaires;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les audiences similaires existantes ne peuvent plus \u00eatre modifi\u00e9es;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ces audiences deviendront statiques pour les campagnes actuellement actives.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pour pallier ce changement, LinkedIn propose d\u2019utiliser les audiences pr\u00e9dictives. Celles-ci sont construites \u00e0 partir des formulaires de g\u00e9n\u00e9ration de <\/span><i><span style=\"font-weight: 400;\">leads<\/span><\/i><span style=\"font-weight: 400;\">, des conversions bas\u00e9es sur l\u2019<\/span><i><span style=\"font-weight: 400;\">Insight Tag<\/span><\/i><span style=\"font-weight: 400;\"> ou des listes de contacts. Elles permettent d\u2019atteindre des audiences similaires \u00e0 forte intention de conversion. \u00c0 noter qu\u2019il est possible d\u2019avoir un maximum de 30 audiences pr\u00e9dictives par compte publicitaire.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En conclusion, la suppression des audiences similaires sur LinkedIn Ads \u00e0 partir du 29 f\u00e9vrier 2024 demande aux annonceurs d\u2019adopter de nouvelles strat\u00e9gies. Les solutions recommand\u00e9es, telles que les audiences pr\u00e9dictives, offrent des opportunit\u00e9s pour maintenir des campagnes dynamiques et atteindre des audiences pertinentes. Il est crucial de prendre des mesures proactives pour ajuster vos strat\u00e9gies publicitaires et tirer parti de ces nouvelles fonctionnalit\u00e9s.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>D\u00e9couvrez EMO, le nouvel outil d\u2019IA d\u2019Alibaba<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/medium.com\/@lalithprem\/emote-your-portraits-alibabas-emo-revolutionizes-ai-video-generation-e753e655f828\">Des chercheurs de l\u2019Alibaba\u2019s Institute for Intelligent Computing<\/a> ont d\u00e9velopp\u00e9 un nouvel outil d\u2019intelligence artificielle nomm\u00e9 EMO (<\/span><i><span style=\"font-weight: 400;\">Emote Portrait Alive<\/span><\/i><span style=\"font-weight: 400;\">). Celui-ci permet d\u2019animer des portraits photo en vid\u00e9os d\u2019avatars bas\u00e9s sur l\u2019audio. Voici quelques d\u00e9tails sur l\u2019outil.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">EMO transforme facilement des images de personnages statiques en avatars dynamiques qui chantent avec des expressions faciales, des positions de t\u00eate diversifi\u00e9es et des dur\u00e9es variables.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019outil fonctionne dans de nombreuses langues, y compris pour le chant. Qu\u2019il s\u2019agisse de mandarin, japonais, cantonais ou cor\u00e9en, il reconna\u00eet intuitivement les variations tonales audios pour des avatars riches en expression.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En r\u00e9sum\u00e9, EMO offre une nouvelle dimension \u00e0 la cr\u00e9ation d\u2019avatars expressifs, ouvrant la voie \u00e0 des applications fascinantes dans le domaine de l\u2019animation et de la communication visuelle.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Consent Mode V2 de Google<\/strong><\/h2>\n<p dir=\"ltr\"><a href=\"https:\/\/adequate.digital\/en\/consent-mode-v2-what-you-need-to-know\/#:~:text=%E2%80%9CStarting%20from%20March%202024%2C%20consent,block%20conversion%20tracking%20as%20well.\">La nouvelle version du consentement de Google (Consent Mode V2)<\/a>, introduite en r\u00e9ponse au <em>Digital Markets Act<\/em>, rend obligatoire l&rsquo;utilisation du consentement pour tous les utilisateurs de Google Ads depuis le 6 mars 2024. Sans consentement, les publicit\u00e9s en remarketing personnalis\u00e9 sont bloqu\u00e9es et le suivi des conversions le sera prochainement.\u00a0 De plus, il n&rsquo;est pas possible de suivre le trafic des utilisateurs cat\u00e9goris\u00e9s comme <em>unassigned<\/em>.<\/p>\n<p>Les ajustements techniques n\u00e9cessaires pour passer \u00e0 la version V2 sont mineurs pour ceux qui avaient d\u00e9j\u00e0 mis en \u0153uvre le consentement. Le\u00a0<em>Digital Markets Act<\/em>\u00a0de l&rsquo;Union europ\u00e9enne impose des obligations aux\u00a0<em>gatekeepers\u00a0<\/em>tels que Google, Amazon et Meta, avec des sanctions s\u00e9v\u00e8res en cas de non-respect. Google exige d\u00e9sormais une d\u00e9claration claire du type de consentement de l&rsquo;utilisateur. Le code de suivi doit aussi sp\u00e9cifier quatre \u00e9tats de consentement pour diff\u00e9rentes finalit\u00e9s, allant des analyses \u00e0 la publicit\u00e9 personnalis\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conflit entre Universal et TikTok Apr\u00e8s l\u2019expiration de l\u2019accord de licence entre Universal Music Group et TikTok, le conflit persiste, &hellip;<\/p>\n","protected":false},"author":12,"featured_media":1875,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-1874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-numerique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Actualit\u00e9 en marketing num\u00e9rique | Mars 2024 | Blogue | Ursa Marketing<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez les nouveaut\u00e9s de mars 2024 en marketing num\u00e9rique. 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