{"id":79421,"date":"2023-06-12T10:00:30","date_gmt":"2023-06-12T08:00:30","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=79421"},"modified":"2023-06-12T10:00:32","modified_gmt":"2023-06-12T08:00:32","slug":"ahold-delhaize-realise-un-demi-milliard-de-recettes-publicitaires","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/ahold-delhaize-realise-un-demi-milliard-de-recettes-publicitaires\/","title":{"rendered":"Ahold Delhaize r\u00e9alise un demi-milliard de recettes publicitaires"},"content":{"rendered":"\n<p>Les revenus provenant des retail media aident <strong>Ahold Delhaize<\/strong> \u00e0 maintenir des prix bas, a d\u00e9clar\u00e9 le directeur g\u00e9n\u00e9ral Frans Muller. Le d\u00e9taillant a atteint \u00ab&nbsp;environ la moiti\u00e9&nbsp;\u00bb de son objectif d&rsquo;un milliard d&rsquo;euros de revenus provenant de la publicit\u00e9 et des data d&rsquo;ici 2025.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Maintenir des prix bas<\/h2>\n\n\n\n<p>Ahold Delhaize est \u00e0 peu pr\u00e8s \u00e0 mi-chemin de son objectif de g\u00e9n\u00e9rer un milliard d&rsquo;euros de chiffre d&rsquo;affaires d&rsquo;ici 2025 gr\u00e2ce \u00e0 des activit\u00e9s telles que la vente de publicit\u00e9s sur les sites web et dans les applications, et <a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/ahold-delhaize-hits-roughly-half-its-1-bln-euro-goal-non-grocery-revenue-2023-06-12\/\">la mon\u00e9tisation des donn\u00e9es sur le comportement d\u2019achat<\/a>. C&rsquo;est ce qu&rsquo;a d\u00e9clar\u00e9 Frans Muller, \u00e0 l&rsquo;agence de presse Reuters.<\/p>\n\n\n\n<p>Selon M. Muller, Ahold Delhaize utilise les recettes publicitaires pour maintenir les prix des denr\u00e9es alimentaires \u00e0 un niveau plus bas, alors que l&rsquo;inflation persiste en Europe et aux \u00c9tats-Unis : \u00ab&nbsp;Ce que nous g\u00e9n\u00e9rons en recettes retail media, nous le r\u00e9investirons dans nos activit\u00e9s pour nous assurer que les consommateurs peuvent s&rsquo;offrir des produits sains et durables. Nous devons travailler tr\u00e8s dur, avec la vente au d\u00e9tail et la fabrication, pour maintenir les co\u00fbts \u00e0 un niveau bas&nbsp;\u00bb. Toutefois, il n&rsquo;a pas voulu r\u00e9v\u00e9ler combien Ahold Delhaize gagne lorsqu&rsquo;un client clique sur un produit ou une banni\u00e8re sponsoris\u00e9e.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Publicit\u00e9 cibl\u00e9e<\/h2>\n\n\n\n<p>L&rsquo;ann\u00e9e derni\u00e8re, le d\u00e9taillant a pris une participation dans la soci\u00e9t\u00e9 <strong>Adhese<\/strong>, bas\u00e9e \u00e0 Gand et <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/une-nouvelle-plateforme-numerique-renforcera-les-options-publicitaires-chez-albert-heijn-et-delhaize\/\">sp\u00e9cialis\u00e9e dans la technologie de la publicit\u00e9 num\u00e9rique<\/a>. L&rsquo;objectif est d&rsquo;offrir aux clients des promotions et des publicit\u00e9s sur mesure et de mieux comprendre le comportement des acheteurs. Par exemple, les fabricants peuvent payer pour que leur marque apparaisse en t\u00eate des recherches effectu\u00e9es par les clients, ou cibler la publicit\u00e9 sur des publics sp\u00e9cifiques.<\/p>\n\n\n\n<p>Cependant, de plus en plus de d\u00e9taillants se tournent vers les m\u00e9dias de d\u00e9tail comme source alternative de revenus, \u00e0 l&rsquo;instar d&rsquo;<strong>Amazon<\/strong> et de <strong>Walmart<\/strong>. Carrefour, par exemple, a lanc\u00e9 la plateforme de publicit\u00e9 num\u00e9rique Carrefour Links en collaboration avec Liveramp, qui permet aux annonceurs de mettre en place des campagnes d&rsquo;activation en ligne cibl\u00e9es bas\u00e9es sur des donn\u00e9es d&rsquo;achat r\u00e9elles, et de mesurer l&rsquo;impact exact de ces investissements m\u00e9diatiques.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les revenus provenant des retail media aident Ahold Delhaize \u00e0 maintenir des prix bas, a d\u00e9clar\u00e9 le directeur g\u00e9n\u00e9ral Frans Muller. Le d\u00e9taillant a atteint \u00ab environ la moiti\u00e9 \u00bb de son objectif d&rsquo;un milliard d&rsquo;euros de revenus provenant de la publicit\u00e9 et des data d&rsquo;ici 2025. <\/p>\n","protected":false},"author":3,"featured_media":79419,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[200],"extra":[],"company":[124],"topic":[488],"region":[],"class_list":["post-79421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-frans-muller","company-ahold-delhaize","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ahold Delhaize r\u00e9alise un demi-milliard de recettes publicitaires - RetailDetail 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