Le ciblage comportemental, une perte de contrôle des éditeurs sur les données de l’audience

Alan Ouakrat 1
1 CARISM
CARISM - Centre d'Analyse et de Recherche Interdisciplinaires sur les Médias
Abstract : Monitoring and profiling of Internet users is an issue of first order for professionals in the advertising industry. This article highlights how innovation like behavioral targeting helps transform the operating logic of Internet advertising. It has not operated this change alone.. Rather, it is the combination of the availability of new technologies, driven by technological firms that has, at some point, met the needs of advertisers and helped to redefine them. The use of the Internet user’s navigational data is a prerequisite to targeting.
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Alan Ouakrat. Le ciblage comportemental, une perte de contrôle des éditeurs sur les données de l’audience. Tic & société, association ARTIC, 2013, Mutations du journalisme : nouveaux dispositifs, nouvelles pratiques, 6 (1), pp.1251. ⟨http://ticetsociete.revues.org/1251⟩. ⟨10.4000/ticetsociete.1251⟩. ⟨halshs-01215508⟩

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