{"id":116715,"date":"2024-12-27T13:27:48","date_gmt":"2024-12-27T18:27:48","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116715"},"modified":"2026-01-12T18:49:18","modified_gmt":"2026-01-12T23:49:18","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/fr\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/\">Perspectives<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Le blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Restez inform\u00e9 gr\u00e2ce \u00e0 des informations exploitables, des strat\u00e9gies d&#8217;experts et des id\u00e9es novatrices pour assurer le succ\u00e8s de votre marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":158786,\"title\":\"ChatGPT\u00a0ouvre la porte aux publicit\u00e9s : opportunit\u00e9s, limites et prochaines \u00e9tapes\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/publicites-chatgpt-guide-pour-les-marques\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Felicia DelVecchio\",\"publishedDate\":\"23 f\u00e9vrier 2026\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/ChatGPT-ads-are-official-875x438-Blog1.jpg\"},{\"id\":157002,\"title\":\"Les Annonces Local Services: un levier cl\u00e9 pour les marques multi-sites\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/annonces-local-services-marques-multi-sites\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"La Recherche Locale\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/\"}],\"related_info\":{\"author\":\"Kyle Harris\",\"publishedDate\":\"06 f\u00e9vrier 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\"},{\"id\":156608,\"title\":\"La marque\u00a0comme\u00a0multiplicateur\u00a0de performance:\u00a0\u00a0une approche pour g\u00e9n\u00e9rer une croissance durable \u00e0 court et \u00e0 long terme\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/relier-marque-et-medias-de-performance\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Robert Cooney\",\"publishedDate\":\"03 f\u00e9vrier 2026\",\"read_time\":\"23 min\",\"difficulty\":\"Expert\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Brdiging-brand-and-performance-media-875x438-Blog1-1.jpg\"},{\"id\":156238,\"title\":\"Protocole UCP (Universal Commerce Protocol) :\u00a0pourquoi votre marque doit parler \u201cIA\u201d couramment\u00a0\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/universal-commerce-protocol-ia-commerce\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Alex Hernandez\",\"publishedDate\":\"20 janvier 2026\",\"read_time\":\"9 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/Universal-Commerce-Protocol-875x438-Blog1.jpg\"},{\"id\":155772,\"title\":\"SEO: la r\u00e9ussite prend d\u00e9sormais une autre forme\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/seo-la-reussite-prend-desormais-une-autre-forme\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"12 janvier 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/AI-in-SEO-875x438-Blog1.jpg\"},{\"id\":155244,\"title\":\"L\u2019IA transforme la recherche, mais les campagnes payantes gagnent toujours le dernier clic\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/ia-recherche-medias-payants-conversion\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jose Parrado Chocano\",\"publishedDate\":\"06 janvier 2026\",\"read_time\":\"16 min\",\"difficulty\":\"Expert\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/AI-Is-Changing-the-Search-Game-450x250-Blog1.jpg\"},{\"id\":153673,\"title\":\"Tendances marketing 2026: 26 actions pour acc\u00e9l\u00e9rer votre performance\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/strategy\\\/tendances-marketing-2026-26-actions-pour-accelerer-votre-performance\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\u00e9gie\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/strategy\\\/\"}],\"related_info\":{\"author\":\"Robert Cooney \\\/ Melis Ciner \\\/ Kyle Harris \\\/ Jane Sanderson \\\/ Isrene shao \\\/ Kate Haishun\",\"publishedDate\":\"05 d\u00e9cembre 2025\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/26MarketingTrends-BlogBanner.jpg\"},{\"id\":153326,\"title\":\"La s\u00e9rie sur l\u2019avenir des m\u00e9dias\u00a0: quand la mesure prend tout son sens\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/la-serie-sur-lavenir-des-medias-quand-la-mesure-prend-tout-son-sens\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Bhavin Prashad\",\"publishedDate\":\"02 d\u00e9cembre 2025\",\"read_time\":\"10 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/MediaPlaybookContent4-BlogBanner.png\"},{\"id\":153042,\"title\":\"La s\u00e9rie sur l\u2019avenir des m\u00e9dias:\u00a0tirer profit de l\u2019agilit\u00e9\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/la-serie-sur-l-avenir-des-medias-tirer-profitde-l-agilite\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Maura Pierson\",\"publishedDate\":\"25 novembre 2025\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2025\\\/11\\\/MediaPlaybookContent3-BlogBanner-FR.png\"}];\n    window.cta_label = 'En savoir plus'\n<\/script>\n\n<section x-data=\"contentFilter\" data-language=\"fr\" data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"  class=\"d-flex flex-column align-items-center\">\n\n    \n        <div class=\"d-flex flex-row w-100 max-w-1400\" data-role=\"resouce-filter\">\n            <!-- 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Les m\u00e9dias payants n\u2019y \u00e9chapperont pas.                    <\/a>\n\n                    <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                15 avril 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Jenna Watson                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            Quelque chose est en train de se produire dans l\u2019univers de la recherche, et la sensation est famili\u00e8re. Comme au d\u00e9but du mobile, ou lorsque les plateformes sociales sont devenues des moteurs de d\u00e9couverte, nous assistons \u00e0 un changement dans la fa\u00e7on dont les gens d\u00e9couvrent les marques et interagissent avec elles. Mais cette fois, la perturbation va plus loin. Ce n\u2019est pas seulement l\u2019endroit o\u00f9 les gens effectuent leurs recherches qui change, mais aussi la question de savoir s\u2019ils feront encore une recherche tout court. L\u2019IA agentique repr\u00e9sente la prochaine phase de la d\u00e9couverte aliment\u00e9e par l\u2019IA. Elle s\u2019appuie sur les AI Overviews et sur les exp\u00e9riences de recherche propuls\u00e9es par les grands mod\u00e8les de langage, mais va plus loin en r\u00e9duisant la distance entre l\u2019intention et l\u2019action. Alors qu\u2019une grande partie de l\u2019industrie se concentre sur ce que cela signifie pour le SEO, les m\u00e9dias payants font face \u00e0 une transformation tout aussi importante. Cet article explore ce qui se passe lorsque le parcours utilisateur se compresse, ce que cela signifie pour la performance des m\u00e9dias payants et comment les sp\u00e9cialistes du marketing doivent s\u2019adapter. Points cl\u00e9s \u00e0 retenir L\u2019IA agentique comprime le parcours utilisateur en passant du soutien \u00e0 la d\u00e9cision \u00e0 l\u2019action. Les m\u00e9dias payants passeront d\u2019un r\u00f4le ax\u00e9 sur la g\u00e9n\u00e9ration de clics \u00e0 un r\u00f4le d\u2019influence sur les r\u00e9sultats, avant et pendant les d\u00e9cisions prises par l\u2019IA. L\u2019inventaire publicitaire se concentrera dans des plateformes \u00e0 forte attention et dans des environnements natifs \u00e0 l\u2019IA. La mesure deviendra moins transparente, ce qui exigera un passage au-del\u00e0 du ROAS vers des KPI ax\u00e9s sur la valeur. Les donn\u00e9es propri\u00e9taires, le contenu et les flux produits d\u00e9termineront la visibilit\u00e9 et la s\u00e9lection dans les syst\u00e8mes d\u2019IA. \u00c0 quoi ressemble r\u00e9ellement un parcours utilisateur comprim\u00e9? Pendant des d\u00e9cennies, la recherche suivait un sch\u00e9ma pr\u00e9visible : L\u2019humain cherche \u2192 L\u2019humain clique \u2192 Arrive sur le site web \u2192 L\u2019humain convertit Aujourd\u2019hui, ce parcours \u00e9volue d\u00e9j\u00e0 vers un mod\u00e8le hybride : L\u2019humain a une intention \u2192 L\u2019IA aide \u00e0 clarifier cette intention \u2192 L\u2019IA aide \u00e0 prendre une d\u00e9cision \u2192 L\u2019humain clique \u2192 Arrive sur le site web \u2192 L\u2019humain convertit La prochaine \u00e9tape \u00e9limine compl\u00e8tement le clic : L\u2019humain a une intention \u2192 L\u2019IA aide \u00e0 clarifier cette intention \u2192 L\u2019IA aide \u00e0 prendre une d\u00e9cision \u2192 L\u2019IA ex\u00e9cute l\u2019action (sans clic) L\u2019IA agentique ne se contente pas d\u2019assister. Elle agit. Cela signifie r\u00e9server, acheter et accomplir des t\u00e2ches sans jamais envoyer les utilisateurs vers le site web d\u2019une marque. Pour les marques qui investissent en SEO et en strat\u00e9gie de contenu, cela a d\u00e9j\u00e0 d\u00e9plac\u00e9 l\u2019objectif : il ne s\u2019agit plus seulement d\u2019\u00eatre bien class\u00e9, mais d\u2019\u00eatre choisi. Pour les m\u00e9dias payants, cela remet en question les m\u00e9canismes m\u00eames de la performance. Les m\u00e9dias payants vont-ils dispara\u00eetre ou \u00e9voluer? Les m\u00e9dias payants ne dispara\u00eetront pas, mais ils auront une tout autre apparence. Le mod\u00e8le actuel repose sur un parcours fragment\u00e9, compos\u00e9 de multiples points de contact. Les publicit\u00e9s interceptent l\u2019attention sur diff\u00e9rentes plateformes, \u00e0 diff\u00e9rents moments. Or, \u00e0 mesure que l\u2019IA compresse ce parcours, les occasions d\u2019interruption se font plus rares. \u00c0 la place, les m\u00e9dias payants se concentreront autour de deux moments cl\u00e9s : Avant m\u00eame que l\u2019intention n\u2019existe, lorsque les marques fa\u00e7onnent la notori\u00e9t\u00e9 et la pr\u00e9f\u00e9rence Au c\u0153ur m\u00eame de la d\u00e9cision, lorsque les syst\u00e8mes d\u2019IA d\u00e9terminent les r\u00e9sultats C\u2019est pourquoi l\u2019approche de DAC en planification et achat m\u00e9dia int\u00e8gre de plus en plus les tests et l\u2019optimisation par l\u2019IA \u00e0 chaque \u00e9tape du parcours consommateur. Comment l\u2019inventaire publicitaire \u00e9voluera-t-il dans un environnement domin\u00e9 par l\u2019IA? L\u2019inventaire publicitaire ne dispara\u00eetra pas, mais il se concentrera. \u00c0 mesure que la navigation diminue, les impressions et les clics diminuent aussi. Les emplacements \u00e0 faible intention auront plus de mal \u00e0 g\u00e9n\u00e9rer de la valeur, tandis que les environnements \u00e0 forte attention deviendront encore plus concurrentiels. Nous anticipons trois grandes \u00e9volutions : Les plateformes premium gagneront en importance : les \u00e9cosyst\u00e8mes connect\u00e9s comme Meta, TikTok et YouTube offrent des donn\u00e9es d\u00e9terministes Les interfaces d\u2019IA deviendront des inventaires m\u00e9dia : les environnements conversationnels introduiront des recommandations commandit\u00e9es Les mod\u00e8les de tarification \u00e9volueront : des m\u00e9triques comme le CPC pourraient c\u00e9der la place \u00e0 des co\u00fbts par action ou \u00e0 des conversions pilot\u00e9es par l\u2019IA Pour les sp\u00e9cialistes du marketing, cela renforce l\u2019importance d\u2019investissements diversifi\u00e9s entre les canaux, un enjeu que nous abordons dans nos services de m\u00e9dias payants et nos strat\u00e9gies cross-canal. Pourquoi la mesure deviendra-t-elle plus complexe? La mesure ne dispara\u00eet pas, mais elle devient plus difficile \u00e0 interpr\u00e9ter. Lorsque l\u2019IA agit comme interm\u00e9diaire dans le parcours, l\u2019influence s\u2019exerce dans des environnements que les marques ne peuvent pas suivre pleinement. Cela cr\u00e9e des \u00e9carts d\u2019attribution. Le probl\u00e8me n\u2019est pas une baisse de performance. L\u2019IA am\u00e9liorera probablement l\u2019efficacit\u00e9 en qualifiant davantage les utilisateurs. Le d\u00e9fi consiste plut\u00f4t \u00e0 comprendre ce qui a r\u00e9ellement g\u00e9n\u00e9r\u00e9 ces r\u00e9sultats. Les sp\u00e9cialistes du marketing devront r\u00e9\u00e9quilibrer leurs KPI en accordant davantage d\u2019importance \u00e0 : Le taux de conversion et la qualit\u00e9 des r\u00e9sultats La valeur \u00e0 vie du client L\u2019incr\u00e9mentalit\u00e9 et les tests C\u2019est l\u00e0 que nos solutions en analytique et en mesure aident \u00e0 unifier des signaux fragment\u00e9s pour produire des lectures de performance plus claires. Qu\u2019est-ce qui remplacera le reciblage traditionnel? Le reciblage repose sur la visibilit\u00e9. Si l\u2019IA finalise le parcours sans visite sur le site, cette visibilit\u00e9 dispara\u00eet. En cons\u00e9quence, les strat\u00e9gies fond\u00e9es sur l\u2019identit\u00e9 deviennent prioritaires. Les environnements connect\u00e9s, les donn\u00e9es CRM et les signaux d\u00e9terministes prennent davantage de valeur. Les m\u00e9dias de d\u00e9tail, les audiences propri\u00e9taires et les \u00e9cosyst\u00e8mes authentifi\u00e9s offrent une continuit\u00e9 l\u00e0 o\u00f9 les t\u00e9moins ne le peuvent plus. Cela s\u2019aligne \u00e9troitement avec l\u2019approche de DAC en strat\u00e9gie de donn\u00e9es propri\u00e9taires et en d\u00e9veloppement d\u2019audiences, o\u00f9 les marques b\u00e2tissent des capacit\u00e9s de ciblage durables et respectueuses de la vie priv\u00e9e. O\u00f9 se situe la notori\u00e9t\u00e9 dans un parcours pilot\u00e9 par l\u2019IA? La notori\u00e9t\u00e9 devient plus importante, et non moins. Si l\u2019IA prend des d\u00e9cisions, elle s\u2019appuie sur des signaux comme la reconnaissance de marque, le sentiment et la confiance. Cela signifie qu\u2019il devient crucial d\u2019influencer la pr\u00e9f\u00e9rence plus t\u00f4t dans le parcours. Plut\u00f4t que de revenir massivement vers les m\u00e9dias hors ligne, nous pr\u00e9voyons un d\u00e9placement des investissements vers : La t\u00e9l\u00e9vision connect\u00e9e et la vid\u00e9o premium Les partenariats directs avec les \u00e9diteurs Les placements culturels et contextuels Ces environnements \u00e0 forte attention construisent les signaux de marque que les syst\u00e8mes d\u2019IA utiliseront ensuite dans leur prise de d\u00e9cision. Sans eux, les marques risquent d\u2019\u00eatre \u00e9valu\u00e9es uniquement sur le prix et la disponibilit\u00e9. Comment les cr\u00e9ateurs, le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs et la vid\u00e9o influencent-ils les r\u00e9sultats de l\u2019IA? Ces formats jouent d\u00e9sormais deux r\u00f4les : ils influencent les audiences humaines et entra\u00eenent les syst\u00e8mes d\u2019IA. Les grands mod\u00e8les de langage ing\u00e8rent les avis, les commentaires et les transcriptions pour comprendre comment les produits sont d\u00e9crits. Ce langage a un impact direct sur les recommandations. Pour les marques qui investissent en strat\u00e9gie de contenu et en exp\u00e9rience num\u00e9rique, cela cr\u00e9e une nouvelle occasion. Le contenu ne sert plus uniquement \u00e0 g\u00e9n\u00e9rer de l\u2019engagement : il sert aussi \u00e0 fa\u00e7onner la mani\u00e8re dont l\u2019IA comprend votre marque. Pourquoi les donn\u00e9es produit deviennent votre actif le plus important Dans un environnement agentique, l\u2019IA ne navigue pas sur les sites web. Elle lit des donn\u00e9es structur\u00e9es. Pour les d\u00e9taillants, cela rend les flux produits et l\u2019infrastructure technique absolument strat\u00e9giques. Les priorit\u00e9s cl\u00e9s incluent : Les prix et la disponibilit\u00e9 en temps r\u00e9el Des attributs produit d\u00e9taill\u00e9s De solides signaux d\u2019avis Des formats structur\u00e9s et lisibles par machine C\u2019est ici que les capacit\u00e9s de DAC en gestion de flux et en optimisation ecommerce aident \u00e0 garantir que vos produits soient non seulement visibles, mais aussi concurrentiels dans des environnements pilot\u00e9s par l\u2019IA. Que devient la recherche payante \u00e0 l\u2019\u00e8re de l\u2019IA? La recherche payante ne dispara\u00eet pas, elle se d\u00e9place. Les interfaces d\u2019IA introduiront des publicit\u00e9s directement dans les environnements de d\u00e9cision. Elles pourraient prendre la forme de recommandations commandit\u00e9es, d\u2019inclusions payantes ou de placements fond\u00e9s sur des ench\u00e8res. Le changement ne s\u2019op\u00e8re pas entre le payant et l\u2019organique. Il se fait entre des publicit\u00e9s autour du contenu et des publicit\u00e9s int\u00e9gr\u00e9es \u00e0 la d\u00e9cision. C\u2019est pourquoi DAC continue de faire \u00e9voluer ses strat\u00e9gies de search marketing pour tenir compte des placements natifs \u00e0 l\u2019IA et des formats \u00e9mergents. Ce que les sp\u00e9cialistes du marketing doivent faire d\u00e8s maintenant Le passage \u00e0 l\u2019IA agentique est d\u00e9j\u00e0 en cours. Les marques qui s\u2019adapteront t\u00f4t seront mieux plac\u00e9es pour influencer \u00e0 la fois les d\u00e9cisions humaines et les d\u00e9cisions pilot\u00e9es par l\u2019IA. Pour rester concurrentiels, les sp\u00e9cialistes du marketing doivent se concentrer sur trois priorit\u00e9s : 1. Investir dans l\u2019influence avant l\u2019intention D\u00e9veloppez la reconnaissance de marque dans des environnements \u00e0 forte attention. Des signaux de marque solides augmentent les chances d\u2019\u00eatre s\u00e9lectionn\u00e9 par les syst\u00e8mes d\u2019IA. 2. Renforcer les fondations de donn\u00e9es et d\u2019identit\u00e9 Faites des donn\u00e9es propri\u00e9taires et de l\u2019int\u00e9gration CRM une priorit\u00e9. Ces actifs remplaceront les signaux tiers en d\u00e9clin et permettront une activation plus pr\u00e9cise. 3. Optimiser pour la visibilit\u00e9 dans l\u2019IA, pas seulement pour les clics Assurez-vous que le contenu, les donn\u00e9es produit et les messages sont structur\u00e9s de fa\u00e7on \u00e0 \u00eatre interpr\u00e9t\u00e9s correctement par l\u2019IA. C\u2019est pourquoi le playbook m\u00e9dia de DAC continue d\u2019\u00e9voluer, en int\u00e9grant les m\u00e9dias payants, le SEO, le contenu et les donn\u00e9es dans une strat\u00e9gie unifi\u00e9e con\u00e7ue pour une d\u00e9couverte pilot\u00e9e par l\u2019IA. L\u2019IA agentique n\u2019\u00e9limine pas les m\u00e9dias payants. Elle les red\u00e9finit. L\u2019objectif passe de l\u2019achat d\u2019attention \u00e0 l\u2019influence sur les r\u00e9sultats. Et dans un monde o\u00f9 les d\u00e9cisions se prennent plus vite et avec moins de points de contact, \u00eatre choisi devient l\u2019enjeu principal.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\/\" class=\"custom-cta\">\n                        En savoir plus                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\" alt=\"Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs\/\">Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    02 avril 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Victoria Khinevich\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Victoria Khinevich                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Temu-Shein-875x438-Blog1-1.jpg\" alt=\"Temu\u00a0et Shein\u00a0en\u00a02026 :\u00a0leurs investissements en dents de scie redessinent les ench\u00e8res\u00a0\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/temu-shein-2026-volatilite-encheres-publicitaires-acheteurs-media\/\">Temu\u00a0et Shein\u00a0en\u00a02026 :\u00a0leurs investissements en dents de scie redessinent les ench\u00e8res\u00a0<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    30 mars 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Mariana Nasreddine\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Mariana Nasreddine                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/\">None (Draft)<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Execution-to-Orchestration-875x438-Blog1.jpg\" alt=\"De l\u2019ex\u00e9cution \u00e0 l\u2019orchestration : comment tirer parti de l\u2019IA g\u00e9n\u00e9rative sans perdre le contr\u00f4le\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ia-generative-sans-perdre-le-controle\/\">De l\u2019ex\u00e9cution \u00e0 l\u2019orchestration : comment tirer parti de l\u2019IA g\u00e9n\u00e9rative sans perdre le contr\u00f4le<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    12 mars 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"C\u00e9dric Bellenger\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    C\u00e9dric Bellenger                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Plus de nouvelles                        <\/h4>\n                        <p class=\"subtitle\">\n                            Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.                        <\/p>\n                    <\/div>\n\n                    <div data-role=\"form-group\">\n\n                        <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_69e8521fac43b'>\n        <div class='d-flex input'>\n            <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n            <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n        <\/div>\n        <p class='hubspot-status' id='hubspot_form_69e8521fac43b_status'><\/p>\n    <\/form>\n    <script>\n    document.addEventListener('DOMContentLoaded', function() {\n        var form = document.getElementById('hubspot_form_69e8521fac43b');\n        form.addEventListener('submit', function(event) {\n            if (!form.checkValidity()) {\n                event.preventDefault();\n                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           'Content-Type': 'application\/json'\n                },\n                body: JSON.stringify({\n                    submittedAt: new Date().getTime(),\n                    fields: data.fields,\n                    context: {\n                        pageUri: window.location.href,\n                        pageName: document.title\n                    }\n                })\n            })\n            .then(response => {\n                if (response.ok) {\n                    \/\/ Status element should already be properly defined, but fallback to form-specific element if needed\n                    if(!statusElement) {\n                        statusElement = document.getElementById('hubspot_form_69e8521fac43b_status');\n                    }\n\n                    if(statusElement) {\n                        statusElement.textContent = \"Merci de vous \\u00eatre abonn\\u00e9(e) !\";\n                        statusElement.style.color = 'black';\n                        statusElement.style.paddingTop = '10px';\n                        statusElement.classList.add('showing-message');\n                        statusElement.classList.remove('d-none');\n                    }\n\n                    var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                    if(!!userInfo)\n                    {\n                        userInfo.event = 'Form_submit';\n                        userInfo.email = email;\n                        userInfo.form_name = 'Newsletter';\n                        window.dataLayer = window.dataLayer || [];\n                        window.dataLayer.push(userInfo);\n                    }\n\n                    emailInput.value = ''; \/\/ Clear the email field\n                    window.dispatchEvent(new CustomEvent('newsletter-submit'));\n                } else {\n                    return response.json().then(error => {\n                        if(statusElement) {\n                            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'94901490-bbd4-411e-b605-43504b151185'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr\/merci\/';\n        }\n    });\n<\/script>\n                        <button class=\"subscribe-btn\" type=\"button\" @click=\"handleTopSubmission()\">\n                            SOUMETTRE                            <span class=\"d-inline-block\">\n                                <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\"\n                                    xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                                        d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\"\n                                        fill=\"black\" \/>\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                                        d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\"\n                                        fill=\"white\" \/>\n                                <\/svg>\n                            <\/span>\n                        <\/button>\n\n                    <\/div>\n\n                <\/div>\n            <\/div>\n\n        <\/div>\n    \n    \n        <div data-role=\"topic-filter-container\" class=\"max-w-1400\">\n            <h5>\n                D\u00e9couvrez tous les articles de DAC            <\/h5>\n\n            <p>\n                D\u00e9couvrez les points de vue d&#8217;experts et des id\u00e9es concr\u00e8tes pour optimiser votre strat\u00e9gie marketing d\u00e8s aujourd&#8217;hui.            <\/p>\n\n                            <div data-role=\"topic-filter-search\">\n\n                    <label for=\"open-filter-button\">\n                        Filtrer par sujet                    <\/label>\n\n                    <div class=\"filter-button-row flex-wrap\">\n                        <button class=\"topic-button\" :class=\"activeType == 'all' ? 'active' : ''\" @click=\"setActiveType('all', 'SEE ALL')\">\n                        TOUS                        <\/button>\n\n                                                    <button\n                                data-index=\"0\"\n                                style=\"transition-delay: 0ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'paid-media' ? 'active' : ''\"\n                                @click=\"setActiveType('paid-media', 'M\u00e9dias Payants')\"\n                            >\n                                M\u00e9dias Payants                            <\/button>\n                                                    <button\n                                data-index=\"1\"\n                                style=\"transition-delay: 50ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'search-optimization' ? 'active' : ''\"\n                                @click=\"setActiveType('search-optimization', 'Optimisation de la recherche')\"\n                            >\n                                Optimisation de la recherche                            <\/button>\n                                                    <button\n                                data-index=\"2\"\n                                style=\"transition-delay: 100ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'local-search' ? 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