{"id":3061,"date":"2021-11-10T08:29:22","date_gmt":"2021-11-10T07:29:22","guid":{"rendered":"https:\/\/vericomguinee.com\/?p=3061"},"modified":"2021-11-10T08:29:22","modified_gmt":"2021-11-10T07:29:22","slug":"politique-sante-et-religion-seront-ecartes-du-ciblage-publicitaire-de-facebook","status":"publish","type":"post","link":"https:\/\/vericomguinee.com\/index.php\/politique-sante-et-religion-seront-ecartes-du-ciblage-publicitaire-de-facebook\/","title":{"rendered":"Politique, sant\u00e9 et religion seront \u00e9cart\u00e9s du ciblage publicitaire de Facebook"},"content":{"rendered":"<p><strong>\u00c0 partir du 19 janvier, des milliers de cat\u00e9gories d&rsquo;int\u00e9r\u00eats permettant aux publicitaires de cibler les utilisateurs de Facebook seront supprim\u00e9es, dont celles relevant de l&rsquo;orientation sexuelle, de probl\u00e8mes de sant\u00e9, de pratiques religieuses ou encore d&rsquo;affiliations politiques. Le r\u00e9seau social esp\u00e8re ainsi apaiser la crise de r\u00e9putation majeure qu&rsquo;il traverse.<\/strong><\/p>\n<p>Les utilisateurs de Facebook et Instagram ne pourront bient\u00f4t plus \u00eatre cibl\u00e9s par des publicit\u00e9s en fonction de leur int\u00e9r\u00eat pour certains sujets sensibles, comme l&rsquo;orientation sexuelle et l&rsquo;affiliation politique, un changement majeur de la part du g\u00e9ant de la publicit\u00e9 en ligne.<\/p>\n<p>\u00ab\u00a0Nous voulons mieux r\u00e9pondre aux attentes mouvantes des personnes sur les m\u00e9thodes des annonceurs\u00a0\u00bb, a indiqu\u00e9 mardi Graham Mudd, le vice-pr\u00e9sident charg\u00e9 de la publicit\u00e9 pour le groupe californien.<\/p>\n<p>Anciennement Facebook mais r\u00e9cemment rebaptis\u00e9e Meta, la maison m\u00e8re de la famille d&rsquo;applications sociales traverse une crise de r\u00e9putation majeure li\u00e9e aux r\u00e9v\u00e9lations d&rsquo;une lanceuse d&rsquo;alerte, qui l&rsquo;accuse de faire passer ses profits avant ses usagers. L&rsquo;entreprise a r\u00e9alis\u00e9 un chiffre d&rsquo;affaires de 84 milliards de dollars en 2020, principalement gr\u00e2ce aux recettes publicitaires.<\/p>\n<p>Les annonceurs raffolent de la possibilit\u00e9 de cibler des consommateurs tr\u00e8s finement et \u00e0 tr\u00e8s grande \u00e9chelle. Ils peuvent choisir parmi des milliers de cat\u00e9gories d&rsquo;int\u00e9r\u00eats, dans lesquelles sont plac\u00e9s les utilisateurs en fonction des pages qu&rsquo;ils ont consult\u00e9es ou des pubs sur lesquelles ils ont cliqu\u00e9.<\/p>\n<p>\u00c0 partir du 19 janvier, des milliers de cat\u00e9gories seront supprim\u00e9es, dont celles relevant de l&rsquo;orientation sexuelle (\u00ab\u00a0mariage gay\u00a0\u00bb, \u00ab\u00a0culture LGBT\u00a0\u00bb), de probl\u00e8mes de sant\u00e9 (\u00ab\u00a0chimioth\u00e9rapie\u00a0\u00bb, \u00ab\u00a0journ\u00e9e mondiale du diab\u00e8te\u00a0\u00bb), de pratiques religieuses (\u00ab\u00a0\u00c9glise catholique\u00a0\u00bb, \u00ab\u00a0f\u00eates juives\u00a0\u00bb), d&rsquo;affiliations politiques, d&rsquo;ethnicit\u00e9, etc.<\/p>\n<p><strong>Mauvais usage<\/strong><\/p>\n<p>L&rsquo;id\u00e9e est d&#8217;emp\u00eacher des\u00a0organisations de faire un mauvais usage de ces cat\u00e9gories, comme encourager des personnes \u00e0 faire des choses r\u00e9pr\u00e9hensibles ou dangereuses parce qu&rsquo;ils sont homosexuels, musulmans ou atteints d&rsquo;un cancer, par exemple.<\/p>\n<p>En janvier dernier, le site Tech Transparency Project avait d\u00e9nonc\u00e9 des pubs pour des \u00e9tuis de revolver ou des gilets pare-balles ciblant de membres de groupes d&rsquo;extr\u00eame droite sur Facebook avant les \u00e9meutes de Washington.<\/p>\n<p>Des autorit\u00e9s am\u00e9ricaines en charge du logement ont aussi intent\u00e9 des poursuites en 2019 contre Facebook, accus\u00e9 d&rsquo;autoriser les petites annonces immobili\u00e8res qui \u00ab\u00a0excluent les personnes de couleur, les familles avec des enfants, les femmes et les personnes handicap\u00e9es\u00a0\u00bb.<\/p>\n<p>Dans le communiqu\u00e9, Graham Mudd pr\u00e9cise que la d\u00e9cision, \u00ab\u00a0difficile \u00e0 prendre\u00a0\u00bb, est fond\u00e9e sur des retours d&rsquo;experts des droits civiques et de l\u00e9gislateurs. \u00ab\u00a0Nous savons que cela peut affecter certaines entreprises et organisations\u00a0\u00bb, reconna\u00eet le vice-pr\u00e9sident. Elles pourront avoir recours \u00e0 d&rsquo;autres outils, comme le ciblage de personnes ayant interagi directement avec leur marque ou la g\u00e9olocalisation, par exemple.<\/p>\n<p>La plateforme a d\u00e9j\u00e0 pris des mesures pour donner plus de contr\u00f4le aux utilisateurs eux-m\u00eames sur le type de publicit\u00e9s qu&rsquo;ils veulent voir, ou moins voir, et compte ajouter des cat\u00e9gories en d\u00e9but d&rsquo;ann\u00e9e prochaine, comme les jeux d&rsquo;argent ou les r\u00e9gimes alimentaires.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00c0 partir du 19 janvier, des milliers de cat\u00e9gories d&rsquo;int\u00e9r\u00eats permettant aux publicitaires de cibler<\/p>\n","protected":false},"author":2,"featured_media":3062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-societe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - 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