{"id":125944,"date":"2025-04-30T10:04:20","date_gmt":"2025-04-30T15:04:20","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=125944"},"modified":"2025-10-23T08:20:26","modified_gmt":"2025-10-23T13:20:26","slug":"hub","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/hub\/","title":{"rendered":"Insights hub"},"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            Perspectives de marketing strat\u00e9gique        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Votre guide pour naviguer dans le marketing full-funnel avec des id\u00e9es et des strat\u00e9gies avant-gardistes de nos experts.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.and = (...args) => {\n        return args.every(Boolean)\n    };\n\n    window.or = (...args) => {\n        return args.some(Boolean)\n    };\n\n    window.isGreaterThan = ( a,b) => a > b;\n    window.encodedPosts = {\"0\":{\"id\":158926,\"title\":\"DAC au Shoptalk Europe 2026\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/dac-au-shoptalk-europe-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp data-start=\\u0022453\\u0022 data-end=\\u0022574\\u0022\\u003EDAC participera au \\u003Cstrong data-start=\\u0022472\\u0022 data-end=\\u0022496\\u0022\\u003EShoptalk Europe 2026\\u003C\/strong\\u003E, qui se tiendra les \\u003Cstrong data-start=\\u0022517\\u0022 data-end=\\u0022573\\u0022\\u003E9, 10 et 11 juin 2026 \\u00e0 la Fira Gran Via \\u00e0 Barcelone\\u003C\/strong\\u003E.\\u003C\/p\\u003E\\u003Cp data-start=\\u0022576\\u0022 data-end=\\u0022955\\u0022\\u003EShoptalk Europe est l\\u2019un des rendez-vous majeurs du retail en Europe. L\\u2019\\u00e9v\\u00e9nement rassemble des d\\u00e9cideurs de grandes enseignes, des pure players, des marketplaces, des acteurs technologiques et des experts du marketing pour d\\u00e9crypter les tendances qui transforment le commerce : retail media, intelligence artificielle, data, exp\\u00e9rience client omnicanale et performance business.\\u003C\/p\\u003E\\u003Cp data-start=\\u0022957\\u0022 data-end=\\u00221154\\u0022\\u003EPendant trois jours, conf\\u00e9rences strat\\u00e9giques, tables rondes et rencontres qualifi\\u00e9es permettront d\\u2019\\u00e9changer sur les nouveaux mod\\u00e8les de croissance et les leviers d\\u2019activation les plus performants.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221156\\u0022 data-end=\\u00221311\\u0022\\u003EEn tant qu\\u2019agence full-funnel sp\\u00e9cialis\\u00e9e en performance m\\u00e9dia et en strat\\u00e9gie de pr\\u00e9sence locale, DAC se r\\u00e9jouit de participer aux discussions autour de :\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli data-start=\\u00221315\\u0022 data-end=\\u00221386\\u0022\\u003EL\\u2019\\u00e9volution des strat\\u00e9gies de retail media et d\\u2019activation omnicanale\\u003C\/li\\u003E\\u003Cli data-start=\\u00221389\\u0022 data-end=\\u00221459\\u0022\\u003ELes nouveaux frameworks de mesure dans un environnement post-cookies\\u003C\/li\\u003E\\u003Cli data-start=\\u00221462\\u0022 data-end=\\u00221538\\u0022\\u003ELa d\\u00e9couvrabilit\\u00e9 des points de vente et l\\u2019impact sur le trafic en magasin\\u003C\/li\\u003E\\u003Cli data-start=\\u00221541\\u0022 data-end=\\u00221605\\u0022\\u003EL\\u2019exploitation de la data pour piloter la performance business\\u003C\/li\\u003E\\u003Cli data-start=\\u00221608\\u0022 data-end=\\u00221679\\u0022\\u003ELes strat\\u00e9gies de croissance \\u00e0 l\\u2019\\u00e9chelle europ\\u00e9enne et internationale\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp data-start=\\u00221681\\u0022 data-end=\\u00221749\\u0022\\u003ENos \\u00e9quipes seront pr\\u00e9sentes sur place et disponibles pour \\u00e9changer.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221751\\u0022 data-end=\\u00221900\\u0022\\u003ESi vous participez au Shoptalk Europe 2026, nous serions ravis de vous rencontrer \\u00e0 Barcelone pour discuter de vos enjeux et ambitions de croissance.\\u003C\/p\\u003E\\u003Cp data-start=\\u00221751\\u0022 data-end=\\u00221900\\u0022\\u003E\\u003Ca href=\\u0022https:\/\/europe.shoptalk.com\/agendas\/2026-agenda\\u0022\\u003EEn savoir plus sur l\\u2019\\u00e9v\\u00e9nement ici\\u003C\/a\\u003E\\u003C\/p\\u003E\",\"event_date\":\"09 juin 2026\",\"publish_date\":\"26 f\\u00e9vrier 2026\",\"banner_content\":\"\",\"cta_label\":\"En savoir plus\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\",\"post\":{\"ID\":158926,\"post_author\":\"4\",\"post_date\":\"2026-02-26 06:02:43\",\"post_date_gmt\":\"2026-02-26 11:02:43\",\"post_title\":\"DAC au Shoptalk Europe 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-au-shoptalk-europe-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-26 06:10:47\",\"post_modified_gmt\":\"2026-02-26 11:10:47\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=158926\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"1\":{\"id\":162273,\"title\":\"Ce que les CMO doivent exiger d\\u2019un partenaire m\\u00e9dia aujourd\\u2019hui\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\\u00e9gie\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EEn bref\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe m\\u00e9dia entre dans une nouvelle phase : la fragmentation des parcours de d\\u00e9couverte, l\\u2019ex\\u00e9cution port\\u00e9e par l\\u2019IA et la pression accrue pour d\\u00e9montrer l\\u2019impact sur les r\\u00e9sultats d\\u2019affaires obligent les marques \\u00e0 revoir ce qu\\u2019elles attendent de leurs partenaires. Le rapport Forrester \\u003Cem\\u003E\\u003Ca href=\\u0022https:\/\/www.forrester.com\/report\/the-media-management-services-landscape-q2-2026\/RES194478\\u0022\\u003EThe Media Management Services Landscape, Q2 2026\\u003C\/a\\u003E\\u003C\/em\\u003E situe cette \\u00e9volution autour de la valeur cr\\u00e9\\u00e9e sur l\\u2019ensemble du parcours, de la gouvernance de l\\u2019IA et d\\u2019une mesure capable de convaincre la direction financi\\u00e8re. Chez DAC, nous pensons que le partenaire m\\u00e9dia de demain devra relier strat\\u00e9gie, donn\\u00e9es, contenu, op\\u00e9rations et r\\u00e9sultats, au-del\\u00e0 du seul achat m\\u00e9dia.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003EPoursuivez la lecture pour voir comment les marques peuvent faire de la gestion m\\u00e9dia un levier de croissance plus mesurable, plus fiable et plus facile \\u00e0 d\\u00e9ployer.\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPendant longtemps, la gestion du m\\u00e9dia a \\u00e9t\\u00e9 \\u00e9valu\\u00e9e \\u00e0 travers un prisme assez \\u00e9troit : volume d\\u2019achat, expertise des canaux, efficacit\\u00e9 des campagnes et capacit\\u00e9 \\u00e0 optimiser les investissements sur les plateformes. Ces comp\\u00e9tences restent importantes mais elles ne suffisent plus.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAujourd\\u2019hui, les CMO \\u00e9voluent dans un environnement plus complexe. Les parcours de d\\u00e9couverte se fragmentent. Les parcours client sont moins lin\\u00e9aires. L\\u2019IA transforme la fa\\u00e7on dont les consommateurs cherchent, comparent et d\\u00e9cident. Les m\\u00e9dias de d\\u00e9tail et de commerce redessinent le lien entre publicit\\u00e9 et ventes. Les \\u00e9quipes financi\\u00e8res posent des questions d\\u00e9taill\\u00e9es sur le retour sur investissement. Et les plateformes m\\u00e9dia automatisent de plus en plus le travail d\\u2019ex\\u00e9cution qui permettait autrefois aux agences de se diff\\u00e9rencier.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ER\\u00e9sultat : les marques doivent revoir en profondeur ce qu\\u2019elles attendent d\\u2019un partenaire de gestion m\\u00e9dia. La prochaine g\\u00e9n\\u00e9ration de performance m\\u00e9dia ne sera pas d\\u00e9finie par la capacit\\u00e9 \\u00e0 acheter des impressions au plus bas co\\u00fbt. Elle sera d\\u00e9finie par la capacit\\u00e9 \\u00e0 relier strat\\u00e9gie, donn\\u00e9es, contenu, technologie et op\\u00e9rations \\u00e0 des r\\u00e9sultats que les \\u00e9quipes dirigeantes peuvent comprendre et croire.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESelon le rapport \\u003Cem\\u003E\\u003Ca href=\\u0022https:\/\/www.forrester.com\/report\/the-media-management-services-landscape-q2-2026\/RES194478\\u0022\\u003EThe Media Management Services Landscape, Q2 2026\\u003C\/a\\u003E\\u003C\/em\\u003E de Forrester, les services de gestion m\\u00e9dia d\\u00e9passent d\\u00e9sormais le placement m\\u00e9dia pour int\\u00e9grer strat\\u00e9gie d\\u2019affaires, donn\\u00e9es, technologie, contenu, planification, achat, mesure et optimisation continue au service d\\u2019un engagement client plus efficace. DAC fait partie des prestataires \\u00e9tudi\\u00e9s dans ce rapport.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EDe l\\u2019efficacit\\u00e9 m\\u00e9dia \\u00e0 la responsabilit\\u00e9 sur les r\\u00e9sultats\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019efficacit\\u00e9 a toujours fait partie du mandat m\\u00e9dia. Les marques doivent toucher les bonnes audiences, r\\u00e9duire le gaspillage et optimiser leurs investissements entre les canaux. Mais l\\u2019efficacit\\u00e9 seule ne r\\u00e9pond pas \\u00e0 la question qui se pose maintenant en comit\\u00e9 de direction : quel impact cet investissement m\\u00e9dia a-t-il r\\u00e9ellement cr\\u00e9\\u00e9 pour l\\u2019entreprise ?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette question change le r\\u00f4le des partenaires des marques.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe m\\u00e9dia ne peut plus \\u00eatre trait\\u00e9 comme une simple couche d\\u2019activation, isol\\u00e9e du comportement client, de la performance commerciale, de la pertinence des contenus et du reste de l\\u2019\\u00e9cosyst\\u00e8me marketing. Il doit \\u00eatre planifi\\u00e9 et mesur\\u00e9 en fonction d\\u2019objectifs d\\u2019affaires : acquisition client, qualit\\u00e9 des leads, ventes, r\\u00e9tention, visites en point de vente ou en agence, demande locale, parts de march\\u00e9 ou valeur vie client.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est particuli\\u00e8rement vrai pour les marques multi-sites, multi-march\\u00e9s et les grandes organisations, o\\u00f9 la performance m\\u00e9dia d\\u00e9pend non seulement des investissements nationaux, mais aussi de la visibilit\\u00e9 locale, de la coh\\u00e9rence op\\u00e9rationnelle, de la qualit\\u00e9 des contenus et de la capacit\\u00e9 \\u00e0 comprendre ce qui se passe d\\u2019un march\\u00e9 \\u00e0 l\\u2019autre.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes agences les mieux arm\\u00e9es pour cette nouvelle r\\u00e9alit\\u00e9 ne sont pas seulement des acheteurs m\\u00e9dia. Ce sont des partenaires d\\u2019affaires capables de traduire les investissements en r\\u00e9sultats, puis les r\\u00e9sultats en d\\u00e9cisions.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELa mesure attendue par la direction financi\\u00e8re devient la norme\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa pression pour prouver la valeur du m\\u00e9dia s\\u2019intensifie. Les indicateurs fournis par les plateformes ont encore leur utilit\\u00e9, mais ils ne suffisent pas. Clics, impressions, port\\u00e9e, vues et m\\u00eame conversions racontent une partie de l\\u2019histoire, sans toujours d\\u00e9montrer l\\u2019impact incr\\u00e9mental sur les r\\u00e9sultats.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes responsables marketing ont de plus en plus besoin d\\u2019approches de mesure capables de r\\u00e9sister \\u00e0 l\\u2019examen des directions g\\u00e9n\\u00e9rales et financi\\u00e8res. Cela suppose de mieux mobiliser les tests d\\u2019incr\\u00e9mentalit\\u00e9, la mod\\u00e9lisation du mix marketing, l\\u2019attribution, les cadres d\\u2019exp\\u00e9rimentation et les rapports li\\u00e9s aux r\\u00e9sultats.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIl ne s\\u2019agit pas seulement de raconter ce qui s\\u2019est pass\\u00e9. Il s\\u2019agit de comprendre ce qui a chang\\u00e9 gr\\u00e2ce \\u00e0 l\\u2019investissement m\\u00e9dia.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne campagne peut tr\\u00e8s bien afficher de solides performances plateforme tout en cr\\u00e9ant peu de valeur incr\\u00e9mentale. \\u00c0 l\\u2019inverse, certains effets m\\u00e9dia importants se manifestent sur des horizons plus longs, \\u00e0 travers plusieurs points de contact ou dans des environnements hors ligne que les tableaux de bord des plateformes ne captent pas compl\\u00e8tement.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques, la question n\\u2019est donc plus : \\u00ab Notre agence peut-elle produire un rapport de performance ? \\u00bb mais : \\u00ab Notre agence peut-elle nous aider \\u00e0 comprendre assez clairement la contribution du m\\u00e9dia aux r\\u00e9sultats de l\\u2019entreprise pour prendre de meilleures d\\u00e9cisions d\\u2019investissement ? \\u00bb\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EL\\u2019IA transforme l\\u2019ex\\u00e9cution, mais la gouvernance fait la diff\\u00e9rence\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019IA s\\u2019installe rapidement dans l\\u2019infrastructure du pilotage m\\u00e9dia. Planification, achat, ench\\u00e8res, allocation budg\\u00e9taire, variations cr\\u00e9atives, mod\\u00e9lisation d\\u2019audiences et optimisation sont tous touch\\u00e9s par l\\u2019automatisation.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela ne rend pas la strat\\u00e9gie moins importante. Au contraire : cela la rend plus d\\u00e9cisive.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELorsque les plateformes automatisent davantage de d\\u00e9cisions, les marques ont besoin de partenaires capables de d\\u00e9finir les bons objectifs, d\\u2019alimenter les syst\\u00e8mes avec de meilleures donn\\u00e9es, d\\u2019interpr\\u00e9ter les r\\u00e9sultats, d\\u2019identifier les risques et de s\\u2019assurer que les activations appuy\\u00e9es par l\\u2019IA restent align\\u00e9es sur les priorit\\u00e9s d\\u2019affaires. Le vrai facteur de diff\\u00e9renciation n\\u2019est pas de savoir si une agence \\u00ab utilise l\\u2019IA \\u00bb. C\\u2019est de savoir comment elle la gouverne.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes CMO doivent poser des questions pr\\u00e9cises. Comment l\\u2019IA est-elle utilis\\u00e9e dans la planification et l\\u2019optimisation ? O\\u00f9 le jugement humain reste-t-il indispensable ? Quels garde-fous existent en mati\\u00e8re de s\\u00e9curit\\u00e9 de marque, de biais, de protection des donn\\u00e9es, de conformit\\u00e9 et de contr\\u00f4le qualit\\u00e9 ? Comment les recommandations sont-elles valid\\u00e9es ? Comment les \\u00e9quipes sont-elles form\\u00e9es ? Comment les r\\u00e9sultats sont-ils suivis ?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019IA peut acc\\u00e9l\\u00e9rer la performance m\\u00e9dia, mais seulement si elle s\\u2019inscrit dans un mod\\u00e8le op\\u00e9rationnel rigoureux. Sans gouvernance, l\\u2019automatisation risque surtout de prendre de mauvaises d\\u00e9cisions plus vite.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELa d\\u00e9couverte des marques se fragmente entre recherche, r\\u00e9seaux sociaux, commerce et IA\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019une des \\u00e9volutions les plus importantes pour les responsables m\\u00e9dia est la fragmentation de la d\\u00e9couverte. Les consommateurs ne suivent plus un entonnoir pr\\u00e9visible. Ils d\\u00e9couvrent les marques via la recherche payante, le r\\u00e9f\\u00e9rencement naturel, les cartes, les r\\u00e9seaux sociaux, les cr\\u00e9ateurs, les avis, les r\\u00e9seaux de m\\u00e9dias de d\\u00e9tail, les places de march\\u00e9, les assistants IA, les plateformes vid\\u00e9o et les fiches locales.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes cons\\u00e9quences pour la strat\\u00e9gie m\\u00e9dia sont importantes.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESi les consommateurs d\\u00e9couvrent les marques dans des environnements plus nombreux, le m\\u00e9dia ne peut pas \\u00eatre planifi\\u00e9 s\\u00e9par\\u00e9ment du contenu, de la visibilit\\u00e9 dans les moteurs de recherche, de la pr\\u00e9sence locale et de l\\u2019intention client. Le m\\u00e9dia payant peut cr\\u00e9er la demande, mais les contenus, les avis, les donn\\u00e9es de localisation, les pages d\\u2019atterrissage, les r\\u00e9sultats de recherche et les exp\\u00e9riences locales d\\u00e9terminent souvent si cette demande se convertit.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est l\\u00e0 que les fronti\\u00e8res entre m\\u00e9dia, SEO, strat\\u00e9gie de contenu, mesure, analyse de donn\\u00e9es et optimisation locale commencent \\u00e0 s\\u2019estomper. Un partenaire m\\u00e9dia performant doit comprendre non seulement o\\u00f9 investir, mais aussi comment les consommateurs d\\u00e9cident une fois que cet investissement a cr\\u00e9\\u00e9 de l\\u2019int\\u00e9r\\u00eat.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques distribu\\u00e9es, c\\u2019est encore plus critique. Une campagne nationale peut cr\\u00e9er de la notori\\u00e9t\\u00e9, mais le choix final peut se jouer localement : une agence, une concession, une clinique, un restaurant, une boutique ou un prestataire de services \\u00e0 proximit\\u00e9. Si l\\u2019exp\\u00e9rience locale est incoh\\u00e9rente, impr\\u00e9cise ou invisible, l\\u2019efficacit\\u00e9 m\\u00e9dia en souffre.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe prochain partenaire m\\u00e9dia devra comprendre la d\\u00e9couverte, pas seulement la diffusion.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELes cinq exigences \\u00e0 poser \\u00e0 votre partenaire de gestion m\\u00e9dia\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 mesure que le march\\u00e9 \\u00e9volue, les CMO doivent relever le niveau d\\u2019exigence dans l\\u2019\\u00e9valuation de leurs agences. La puissance d\\u2019achat et les certifications canaux comptent toujours, mais elles ne devraient \\u00eatre qu\\u2019une partie de la discussion. La vraie question est de savoir si le partenaire peut aider la marque \\u00e0 b\\u00e2tir un mod\\u00e8le m\\u00e9dia plus responsable, plus adaptatif et mieux int\\u00e9gr\\u00e9.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EVoici cinq exigences \\u00e0 mettre au centre de la prochaine discussion avec une agence.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Mesure li\\u00e9e aux r\\u00e9sultats d\\u2019affaires\\u003Cbr\\u003E\\u003C\/strong\\u003E Votre partenaire doit pouvoir relier la performance m\\u00e9dia aux r\\u00e9sultats d\\u2019affaires, et pas seulement aux indicateurs m\\u00e9dia. Cela implique une vision claire de l\\u2019incr\\u00e9mentalit\\u00e9, de l\\u2019attribution, de la mod\\u00e9lisation du mix marketing, de l\\u2019exp\\u00e9rimentation et de rapports exploitables par la direction. L\\u2019objectif doit \\u00eatre de mieux d\\u00e9cider, pas seulement de produire de meilleurs tableaux de bord.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Gouvernance de l\\u2019IA\\u003Cbr\\u003E\\u003C\/strong\\u003E Votre partenaire doit pouvoir expliquer comment l\\u2019IA est utilis\\u00e9e, o\\u00f9 le jugement humain reste essentiel et comment les risques sont g\\u00e9r\\u00e9s. L\\u2019IA doit apporter de la vitesse et de l\\u2019intelligence, sans cr\\u00e9er une bo\\u00eete noire. Les marques ont besoin de transparence, de responsabilit\\u00e9 et de gouvernance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Strat\\u00e9gie de donn\\u00e9es\\u003Cbr\\u003E\\u003C\/strong\\u003E La performance m\\u00e9dia d\\u00e9pend de la qualit\\u00e9 des donn\\u00e9es qui l\\u2019alimentent. Votre partenaire doit savoir structurer, connecter, analyser et activer les donn\\u00e9es entre les canaux, les march\\u00e9s et les parcours client. La strat\\u00e9gie de donn\\u00e9es n\\u2019est plus une capacit\\u00e9 p\\u00e9riph\\u00e9rique. Elle est au c\\u0153ur de l\\u2019efficacit\\u00e9 m\\u00e9dia.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. Alignement du contenu et du contexte\\u003Cbr\\u003E\\u003C\/strong\\u003E La bonne audience et le bon placement ne sont qu\\u2019une partie de l\\u2019\\u00e9quation. Le m\\u00e9dia a aussi besoin du bon message, du bon contenu et de la bonne exp\\u00e9rience pour le contexte dans lequel les personnes d\\u00e9couvrent la marque. Strat\\u00e9gie de contenu, visibilit\\u00e9 en recherche, pertinence cr\\u00e9ative et planification m\\u00e9dia doivent avancer ensemble.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. Excellence op\\u00e9rationnelle\\u003Cbr\\u003E\\u003C\/strong\\u003E Le m\\u00e9dia moderne est complexe \\u00e0 op\\u00e9rer. Les marques ont besoin de partenaires capables de g\\u00e9rer avec rigueur le trafficking, les taxonomies, la gouvernance, la production de rapports, le rythme de d\\u00e9pense budg\\u00e9taire, l\\u2019optimisation, la coordination des partenaires et l\\u2019ex\\u00e9cution multi-march\\u00e9s. L\\u2019excellence op\\u00e9rationnelle est souvent ce qui transforme la strat\\u00e9gie en performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EPourquoi DAC fait partie de cette conversation\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDAC fait partie des prestataires \\u00e9tudi\\u00e9s dans le rapport \\u003Cem\\u003E\\u003Ca href=\\u0022https:\/\/www.forrester.com\/report\/the-media-management-services-landscape-q2-2026\/RES194478\\u0022\\u003EThe Media Management Services Landscape, Q2 2026\\u003C\/a\\u003E\\u003C\/em\\u003E de Forrester. Le rapport indique que DAC concentre son activit\\u00e9 sur l\\u2019Am\\u00e9rique du Nord et l\\u2019EMEA, et mentionne notamment, parmi ses domaines d\\u2019intervention \\u00e9largis, la strat\\u00e9gie de contenu, la strat\\u00e9gie de donn\\u00e9es ainsi que les op\\u00e9rations m\\u00e9dia et publicitaires.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes domaines refl\\u00e8tent la direction que prend le pilotage m\\u00e9dia. Les marques n\\u2019ont pas besoin de plus d\\u2019activit\\u00e9s d\\u00e9connect\\u00e9es. Elles ont besoin de syst\\u00e8mes de performance reli\\u00e9s entre eux : des donn\\u00e9es qui \\u00e9clairent les d\\u00e9cisions, des contenus qui r\\u00e9pondent \\u00e0 l\\u2019intention, un m\\u00e9dia qui stimule la demande, des op\\u00e9rations qui cr\\u00e9ent de la coh\\u00e9rence et une mesure qui prouve la valeur cr\\u00e9\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour DAC, cette \\u00e9volution prolonge naturellement le d\\u00e9fi que rencontrent d\\u00e9j\\u00e0 de nombreuses marques : faire le lien entre la strat\\u00e9gie d\\u2019entreprise et l\\u2019ex\\u00e9cution locale. Qu\\u2019une marque g\\u00e8re des sites, des march\\u00e9s, des gammes de produits, des zones de service, des r\\u00e9seaux de concessionnaires, des franchises ou des parcours client distribu\\u00e9s, la performance ne se joue pas dans un seul canal, une seule plateforme ou un seul tableau de bord. Elle se construit dans un \\u00e9cosyst\\u00e8me connect\\u00e9 de moments qui influencent la fa\\u00e7on dont les personnes d\\u00e9couvrent, \\u00e9valuent et choisissent une marque.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELa grille d\\u2019\\u00e9valuation des agences doit \\u00e9voluer\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAlors que les marques r\\u00e9\\u00e9valuent leurs relations d\\u2019agence, le processus d\\u2019\\u00e9valuation doit changer. Le meilleur partenaire ne sera pas forc\\u00e9ment celui qui pr\\u00e9sente la d\\u00e9monstration de plateforme la plus impressionnante ou la structure de co\\u00fbts la plus basse. Ce sera celui qui saura combiner talent, technologie, gouvernance et clart\\u00e9 strat\\u00e9gique pour aider la marque \\u00e0 cro\\u00eetre.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIl faut donc poser de meilleures questions.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EComment l\\u2019agence prouve-t-elle l\\u2019impact sur l\\u2019entreprise ? Comment gouverne-t-elle l\\u2019IA ? Comment relie-t-elle le m\\u00e9dia \\u00e0 la recherche, au contenu et \\u00e0 l\\u2019intention locale ? Comment transforme-t-elle les donn\\u00e9es en processus utiles ? Comment aide-t-elle l\\u2019organisation \\u00e0 prendre de meilleures d\\u00e9cisions d\\u2019investissement ?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019avenir du pilotage m\\u00e9dia appartiendra aux partenaires capables de rendre le m\\u00e9dia plus mesurable, plus adaptatif et plus connect\\u00e9 au parcours client.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe m\\u00e9dia est en train d\\u2019\\u00eatre r\\u00e9\\u00e9crit. Les CMO doivent s\\u2019assurer que leurs partenariats avec les agences \\u00e9voluent au m\\u00eame rythme.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"04 juin 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg\",\"post\":{\"ID\":162273,\"post_author\":\"6\",\"post_date\":\"2026-06-04 14:04:27\",\"post_date_gmt\":\"2026-06-04 19:04:27\",\"post_title\":\"Ce que les CMO doivent exiger d\\u2019un partenaire m\\u00e9dia aujourd\\u2019hui\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-06-04 14:04:27\",\"post_modified_gmt\":\"2026-06-04 19:04:27\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"2\":{\"id\":162294,\"title\":\"Google Marketing Live 2026 : 4 points cl\\u00e9s\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/google-marketing-live-2026-points-cles\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\\u00e9dias Payants\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EEn bref : que faut-il retenir de Google Marketing Live 2026 ?\\u003C\/strong\\u003E\\u003Cbr\\u003ELa recherche propuls\\u00e9e par l\\u2019IA, la d\\u00e9couverte vid\\u00e9o, le commerce et la mesure convergent. Les marques doivent s\\u2019adapter \\u00e0 des parcours consommateurs plus conversationnels et moins lin\\u00e9aires. Pour r\\u00e9ussir, elles devront miser sur des contenus solides, de bons signaux de donn\\u00e9es et des strat\\u00e9gies int\\u00e9gr\\u00e9es entre Search, YouTube, commerce et exp\\u00e9riences IA.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003EPoursuivez votre lecture pour voir comment les nouveaut\\u00e9s de Google transforment le SEO, les m\\u00e9dias payants, la vid\\u00e9o, le commerce et la mesure.\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGoogle Marketing Live 2026 a confirm\\u00e9 une \\u00e9volution majeure : la recherche, la d\\u00e9couverte, l\\u2019achat et la mesure deviennent de plus en plus propuls\\u00e9s par l\\u2019IA, conversationnels et interconnect\\u00e9s. Avec AI Mode, la vid\\u00e9o, les int\\u00e9grations commerce et les nouveaux outils de mesure, Google montre clairement que les marques doivent s\\u2019adapter \\u00e0 des parcours non lin\\u00e9aires, entre Search, YouTube, les exp\\u00e9riences d\\u2019achat et les interfaces conversationnelles.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAlors que les annonces de GML 2026 se pr\\u00e9cisent, voici les principaux enseignements \\u00e0 retenir et les prochaines \\u00e9tapes \\u00e0 envisager.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E1. La recherche est d\\u00e9j\\u00e0 conversationnelle\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019\\u00e9volution des comportements de recherche n\\u2019est plus une hypoth\\u00e8se : elle est d\\u00e9j\\u00e0 bien r\\u00e9elle, avec 2,5 milliards d\\u2019utilisateurs pour AI Overviews et plus d\\u2019un milliard d\\u2019utilisateurs mensuels pour AI Mode. Ces fonctionnalit\\u00e9s g\\u00e9n\\u00e8rent des requ\\u00eates trois fois plus longues que la recherche traditionnelle. Les recherches de type exploration d\\u2019id\\u00e9es progressent 30 % plus vite que tout autre type de requ\\u00eate dans AI Mode.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvec cette \\u00e9volution, plusieurs solutions publicitaires de Google prennent de l\\u2019importance :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes annonces et offres promotionnelles dans AI Mode ajoutent une action d\\u2019achat imm\\u00e9diate \\u00e0 la phase de recherche\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes r\\u00e9sum\\u00e9s d\\u2019achat g\\u00e9n\\u00e9r\\u00e9s par l\\u2019IA alignent mieux les recommandations produits sur le contexte et l\\u2019intention de l\\u2019utilisateur\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes agents conversationnels dans les annonces permettront de poser des questions directement dans l\\u2019exp\\u00e9rience publicitaire\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EQu\\u2019est-ce que cela implique pour les marques ?\\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019expertise et l\\u2019exp\\u00e9rience restent essentielles pour le SEO et la visibilit\\u00e9 dans l\\u2019IA, un pilier strat\\u00e9gique d\\u00e9j\\u00e0 identifi\\u00e9 par DAC.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvec l\\u2019arriv\\u00e9e des annonces dans AI Mode, les marques devront s\\u2019int\\u00e9grer \\u00e0 la conversation de fa\\u00e7on naturelle et pertinente. Des fonctionnalit\\u00e9s comme AI Max peuvent les aider \\u00e0 mieux comprendre l\\u2019intention conversationnelle et \\u00e0 adapter leurs cr\\u00e9ations au contexte.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E2. La vid\\u00e9o et les contenus de cr\\u00e9ateurs deviennent essentiels \\u00e0 la d\\u00e9couverte et \\u00e0 la performance\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa vid\\u00e9o n\\u2019est plus seulement un levier de notori\\u00e9t\\u00e9 ; elle devient un moteur de d\\u00e9couverte, d\\u2019engagement et de consid\\u00e9ration d\\u2019achat. Les contenus visuels jouent un r\\u00f4le cl\\u00e9 dans la d\\u00e9couverte des marques, \\u00e0 travers plusieurs points de contact :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAI Mode :\\u003C\/strong\\u003E La visibilit\\u00e9 organique dans AI Mode ne repose pas seulement sur le texte. Les contenus visuels, y compris la vid\\u00e9o, comptent aussi. Les marques doivent donc miser sur une plus grande diversit\\u00e9 de contenus pour d\\u00e9montrer leur expertise et leur exp\\u00e9rience.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EYouTube AI Overviews :\\u003C\/strong\\u003E Les AI Overviews arrivent sur YouTube sous la forme d\\u2019un bouton Ask YouTube, qui fait remonter les contenus les plus pertinents selon la question de l\\u2019utilisateur et prolonge l\\u2019exp\\u00e9rience par une conversation.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EContenus de cr\\u00e9ateurs :\\u003C\/strong\\u003E Les vid\\u00e9os organiques g\\u00e9n\\u00e8rent une intention de recherche 13 fois plus \\u00e9lev\\u00e9e et une intention d\\u2019achat 5 fois plus \\u00e9lev\\u00e9e. Les cr\\u00e9ateurs jouent donc un r\\u00f4le majeur dans la d\\u00e9couverte des marques. Google ajoute aussi des fonctionnalit\\u00e9s pour aider les annonceurs \\u00e0 trouver ces contenus et \\u00e0 les int\\u00e9grer \\u00e0 leurs campagnes payantes.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EDemand Gen :\\u003C\/strong\\u003E Du c\\u00f4t\\u00e9 des m\\u00e9dias payants, Demand Gen s\\u2019impose comme un type de campagne cl\\u00e9 pour g\\u00e9n\\u00e9rer des revenus incr\\u00e9mentaux gr\\u00e2ce \\u00e0 la vid\\u00e9o. Son mod\\u00e8le pr\\u00e9dictif pr\\u00e9sente du contenu aux utilisateurs avant m\\u00eame qu\\u2019ils ne pensent activement \\u00e0 un produit ou \\u00e0 un service.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EQu\\u2019est-ce que cela implique pour les marques ?\\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes marques doivent repenser leurs strat\\u00e9gies cr\\u00e9atives et donner plus de place \\u00e0 la vid\\u00e9o pour nourrir la d\\u00e9couverte et influencer les d\\u00e9cisions d\\u2019achat. En m\\u00e9dias payants, la vid\\u00e9o ne doit plus \\u00eatre vue uniquement comme un levier de notori\\u00e9t\\u00e9 : elle peut aussi soutenir la performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E3. Les exp\\u00e9riences d\\u2019achat deviennent plus fluides et connect\\u00e9es\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGoogle simplifie le passage \\u00e0 l\\u2019achat avec Universal Cart, aliment\\u00e9 par UCP (Universal Commerce Protocol), qui permet aux utilisateurs d\\u2019acheter directement \\u00e0 partir d\\u2019annonces produits sur plusieurs environnements, dont AI Mode et YouTube.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEn parall\\u00e8le, les flux produits sur YouTube s\\u2019\\u00e9tendent aux tablettes et aux Pause Ads sur mobile, offrant plus de fa\\u00e7ons d\\u2019interagir avec les produits et de passer \\u00e0 l\\u2019achat.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUniversal Cart introduit aussi des exp\\u00e9riences d\\u2019achat plus autonomes, comme des alertes sur les promotions et les changements de prix pour les articles sauvegard\\u00e9s. Pour l\\u2019utilisateur, il devient une liste d\\u2019envies pour les achats qui demandent encore r\\u00e9flexion.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EQu\\u2019est-ce que cela implique pour les marques ?\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDes flux produits d\\u00e9taill\\u00e9s, structur\\u00e9s et r\\u00e9guli\\u00e8rement mis \\u00e0 jour sont indispensables pour appara\\u00eetre dans AI Mode et faire \\u00e9merger les bonnes offres au bon moment. Ils alimentent les alertes promotionnelles, les r\\u00e9sum\\u00e9s g\\u00e9n\\u00e9r\\u00e9s par l\\u2019IA et la capacit\\u00e9 d\\u2019un produit \\u00e0 s\\u2019int\\u00e9grer naturellement dans la conversation.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes marques doivent partir du principe que chaque point de contact peut devenir un point d\\u2019achat, puis adapter leurs strat\\u00e9gies pour capter la demande l\\u00e0 o\\u00f9 le consommateur souhaite agir.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E4. La mesure et les donn\\u00e9es propri\\u00e9taires restent le socle de la performance\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 mesure que les parcours consommateurs deviennent plus dynamiques et moins lin\\u00e9aires, Google insiste sur l\\u2019importance de cadres de mesure solides et de donn\\u00e9es propri\\u00e9taires de qualit\\u00e9. Lors de GML 2026, Google a pr\\u00e9sent\\u00e9 la qualit\\u00e9 des donn\\u00e9es, la causalit\\u00e9 et la mesure unifi\\u00e9e comme des \\u00e9l\\u00e9ments cl\\u00e9s pour aider les syst\\u00e8mes aliment\\u00e9s par l\\u2019IA \\u00e0 optimiser les campagnes et \\u00e0 comprendre la performance sur des points de contact fragment\\u00e9s.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour accompagner cette \\u00e9volution, Google a pr\\u00e9sent\\u00e9 des outils comme Google Tag Gateway et la Data Manager API afin d\\u2019aider les marques \\u00e0 renforcer la collecte et l\\u2019activation de leurs donn\\u00e9es. D\\u2019autres nouveaut\\u00e9s de mesure ont aussi \\u00e9t\\u00e9 pr\\u00e9sent\\u00e9es :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECampaign Type Attribution :\\u003C\/strong\\u003E montre comment des campagnes comme Demand Gen contribuent aux conversions dans l\\u2019ensemble du parcours client\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAttributed Brand Searches :\\u003C\/strong\\u003E mesure la hausse des recherches de marque influenc\\u00e9es par les campagnes\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EQualified Future Conversions :\\u003C\/strong\\u003E s\\u2019appuie sur la mod\\u00e9lisation pr\\u00e9dictive pour estimer l\\u2019impact futur des conversions \\u00e0 partir des signaux d\\u2019engagement actuels\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003EQu\\u2019est-ce que cela implique pour les marques ?\\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDes fondations de mesure solides et des donn\\u00e9es propri\\u00e9taires fiables deviennent encore plus importantes \\u00e0 mesure que l\\u2019achat m\\u00e9dia et l\\u2019optimisation par l\\u2019IA \\u00e9voluent. Les marques ont besoin de signaux pr\\u00e9cis et rapidement exploitables pour aider les plateformes \\u00e0 mieux comprendre la performance et \\u00e0 optimiser selon les objectifs commerciaux.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes nouveaux outils montrent aussi qu\\u2019il faut \\u00e9valuer l\\u2019influence au-del\\u00e0 de l\\u2019attribution au dernier clic. Les indicateurs pr\\u00e9dictifs doivent \\u00eatre interpr\\u00e9t\\u00e9s avec discernement, mais ils peuvent donner plus rapidement une lecture directionnelle de la fa\\u00e7on dont les campagnes influencent les comportements d\\u2019achat.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ESe pr\\u00e9parer \\u00e0 la nouvelle \\u00e8re du marketing Google\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGoogle Marketing Live 2026 a confirm\\u00e9 que la recherche, la vid\\u00e9o, le commerce et la mesure sont de plus en plus connect\\u00e9s par des exp\\u00e9riences aliment\\u00e9es par l\\u2019IA. Alors que les parcours deviennent plus conversationnels et moins lin\\u00e9aires, les marques ont besoin de strat\\u00e9gies qui relient le SEO, les m\\u00e9dias payants, la cr\\u00e9ation, le commerce et l\\u2019analytique afin d\\u2019\\u00eatre pr\\u00e9sentes \\u00e0 chaque \\u00e9tape de la d\\u00e9couverte et de la d\\u00e9cision.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EChez DAC, nous aidons les marques \\u00e0 s\\u2019adapter \\u00e0 ces nouveaux comportements gr\\u00e2ce \\u00e0 des strat\\u00e9gies de marketing num\\u00e9rique int\\u00e9gr\\u00e9es, con\\u00e7ues pour soutenir la performance et la croissance \\u00e0 long terme. Qu\\u2019il s\\u2019agisse d\\u2019am\\u00e9liorer la visibilit\\u00e9 dans les exp\\u00e9riences aliment\\u00e9es par l\\u2019IA, de d\\u00e9ployer la vid\\u00e9o et les contenus de cr\\u00e9ateurs, de moderniser les cadres de mesure ou de b\\u00e2tir des programmes m\\u00e9dia connect\\u00e9s, nos \\u00e9quipes aident les marques \\u00e0 garder une longueur d\\u2019avance. D\\u00e9couvrez les services de DAC en recherche, m\\u00e9dias et analytique ou contactez-nous pour en savoir plus.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"28 mai 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/GML-Blog1-875x438-1.jpg\",\"post\":{\"ID\":162294,\"post_author\":\"6\",\"post_date\":\"2026-05-28 15:24:48\",\"post_date_gmt\":\"2026-05-28 20:24:48\",\"post_title\":\"Google Marketing Live 2026 : 4 points cl\\u00e9s\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"google-marketing-live-2026-points-cles\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-06-04 15:28:31\",\"post_modified_gmt\":\"2026-06-04 20:28:31\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/google-marketing-live-2026-points-cles\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"3\":{\"id\":162222,\"title\":\"Comblez les angles morts de\\u00a0vos\\u00a0indicateurs\\u00a0:\\u00a0relier\\u00a0enfin\\u00a0la recherche IA \\u00e0 la performance\",\"type\":\"webinars\",\"type_label\":\"Webinar\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/comblez-les-angles-morts-de-vos-indicateurs-relier-enfin-la-recherche-ia-a-la-performance\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Analytique Web\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/webinar-category\/analytics\/\"}],\"related_info\":{\"content\":\"\",\"event_date\":\"28 mai 2026\",\"publish_date\":\"03 juin 2026\",\"banner_content\":\"WATCH ON-DEMAND\",\"cta_label\":\"ACC\\u00c8S WEBINAR\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/Fix-Your-Blind-Spots-660x625-Blog1.jpg\",\"post\":{\"ID\":162222,\"post_author\":\"437\",\"post_date\":\"2026-06-03 09:11:52\",\"post_date_gmt\":\"2026-06-03 14:11:52\",\"post_title\":\"Comblez les angles morts de\\u00a0vos\\u00a0indicateurs\\u00a0:\\u00a0relier\\u00a0enfin\\u00a0la recherche IA \\u00e0 la performance\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"comblez-les-angles-morts-de-vos-indicateurs-relier-enfin-la-recherche-ia-a-la-performance\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-06-04 09:47:10\",\"post_modified_gmt\":\"2026-06-04 14:47:10\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/webinars\/fix-your-kpi-blind-spots-how-to-finally-tie-ai-search-to-performance\/\",\"menu_order\":0,\"post_type\":\"webinars\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"4\":{\"id\":161573,\"title\":\"Le virage YouTube que les marques ne peuvent plus ignorer\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/virage-contenu-youtube-marques-ne-peuvent-ignorer\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la recherche\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EEn bref\\u003C\/strong\\u003E: \\u003Cstrong\\u003Epourquoi les vid\\u00e9os \\u00ab comment faire \\u00bb ne suffisent-elles plus sur YouTube?\\u003C\/strong\\u003E\\u003Cbr\\u003EElles permettent encore aux marques de capter une demande de recherche, mais la plus grande occasion de croissance vient d\\u00e9sormais des contenus qui donnent envie aux gens de rester jusqu\\u2019au bout. Cela implique des accroches plus fortes, un meilleur rythme et des formats \\u00e9ducatifs pens\\u00e9s pour la d\\u00e9couverte, la r\\u00e9tention et la recommandation.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003EPoursuivez votre lecture pour d\\u00e9couvrir comment les marques peuvent transformer leur contenu YouTube en un levier de croissance plus engageant, plus durable et plus facile \\u00e0 d\\u00e9ployer \\u00e0 grande \\u00e9chelle.\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003E____________________________________________________________________________________________\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe contenu \\u00e9ducatif-divertissant devient l\\u2019une des plus grandes occasions de croissance sur YouTube. Les contenus de type \\u00ab comment faire \\u00bb fonctionnent encore. Ils ne repr\\u00e9sentent tout simplement plus le plus grand potentiel de croissance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPendant des ann\\u00e9es, la strat\\u00e9gie YouTube \\u00e9tait relativement simple : trouver une question que les gens se posent, y r\\u00e9pondre clairement, optimiser les m\\u00e9tadonn\\u00e9es, puis laisser la recherche faire le reste. Ce mod\\u00e8le conserve sa valeur. Mais il ne suffit plus \\u00e0 lui seul, surtout dans les cat\\u00e9gories tr\\u00e8s concurrentielles o\\u00f9 des dizaines, voire des centaines, de vid\\u00e9os r\\u00e9pondent d\\u00e9j\\u00e0 \\u00e0 la m\\u00eame question.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAujourd\\u2019hui, les marques qui se d\\u00e9marquent ne sont pas toujours celles qui donnent la r\\u00e9ponse la plus compl\\u00e8te. Ce sont plus souvent celles qui rendent l\\u2019apprentissage agr\\u00e9able \\u00e0 regarder.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPlusieurs signaux expliquent l\\u2019importance de ce virage. YouTube Shorts enregistre d\\u00e9sormais en moyenne \\u003Ca href=\\u0022https:\/\/economictimes.indiatimes.com\/tech\/technology\/youtube-shorts-has-hit-200-billion-daily-views-ceo-neal-mohan\/articleshow\/121968947.cms\\u0022\\u003E\\u003Cstrong\\u003E200 milliards de vues par jour\\u003C\/strong\\u003E\\u003C\/a\\u003E, selon des articles rapportant l\\u2019intervention de Neal Mohan aux Cannes Lions. HubSpot indique que \\u003Ca href=\\u0022https:\/\/blog.hubspot.com\/marketing\/video-marketing-statistics?utm_source=chatgpt.com\\u0022\\u003E\\u003Cstrong\\u003E89 % des entreprises utilisent le marketing vid\\u00e9o\\u003C\/strong\\u003E\\u003C\/a\\u003E. Et YouTube distingue explicitement plusieurs surfaces de d\\u00e9couverte, notamment la recherche, la navigation, les vid\\u00e9os sugg\\u00e9r\\u00e9es, les playlists, les cha\\u00eenes et les sources externes. Autrement dit, la plateforme d\\u00e9passe largement la recherche, la concurrence est plus forte, et le format compte plus que jamais.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELe probl\\u00e8me: l\\u2019ancien mod\\u00e8le est satur\\u00e9\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe probl\\u00e8me n\\u2019est pas que le contenu \\u00e9ducatif a cess\\u00e9 de fonctionner. Le probl\\u00e8me, c\\u2019est que \\u003Cstrong\\u003Ele contenu \\u00e9ducatif de base est devenu facile \\u00e0 reproduire\\u003C\/strong\\u003E.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans la plupart des secteurs, on trouve maintenant une grande quantit\\u00e9 de vid\\u00e9os \\u00ab comment faire \\u00bb, \\u00ab qu\\u2019est-ce que \\u00bb et \\u00ab cinq conseils pour \\u00bb sur YouTube. R\\u00e9sultat : une mer de contenus aux accroches pr\\u00e9visibles, aux formats familiers et aux r\\u00e9ponses presque interchangeables. Ces formats ne posent pas probl\\u00e8me en soi. Mais lorsque des dizaines de cha\\u00eenes dans une m\\u00eame cat\\u00e9gorie r\\u00e9pondent \\u00e0 la m\\u00eame question de la m\\u00eame mani\\u00e8re, la diff\\u00e9renciation dispara\\u00eet.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEn parall\\u00e8le, la vid\\u00e9o est devenue un standard en marketing. Le volume de contenus qui se disputent les m\\u00eames recherches n\\u2019a jamais \\u00e9t\\u00e9 aussi \\u00e9lev\\u00e9. Produire un autre tutoriel techniquement juste n\\u2019est plus un facteur de diff\\u00e9renciation. C\\u2019est d\\u00e9sormais le minimum attendu.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est important, car YouTube ne r\\u00e9compense pas simplement la vid\\u00e9o la plus techniquement correcte. La plateforme r\\u00e9compense les vid\\u00e9os que les gens choisissent de regarder le plus longtemps possible. Une vid\\u00e9o qui obtient le clic et maintient l\\u2019attention jusqu\\u2019\\u00e0 la fin envoie \\u00e0 la plateforme des signaux fondamentalement diff\\u00e9rents d\\u2019une vid\\u00e9o qui est trouv\\u00e9e, mais abandonn\\u00e9e apr\\u00e8s 45 secondes.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAncien mod\\u00e8le:\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERechercher une question \\u2192 Regarder un tutoriel \\u2192 Termin\\u00e9\\u003Cbr\\u003EOptimis\\u00e9 pour : la pertinence seulement\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ENouvelle occasion :\\u003C\/strong\\u003E\\u003Cbr\\u003EPr\\u00e9sentation qui donne envie de cliquer + meilleure r\\u00e9tention + croissance par recommandation\\u003Cbr\\u003E\\u003Cstrong\\u003EOptimis\\u00e9 pour :\\u003C\/strong\\u003E la fa\\u00e7on dont YouTube distribue r\\u00e9ellement les contenus\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EYouTube ne se limite plus \\u00e0 la recherche\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EBeaucoup de marques traitent encore YouTube comme un Google plus visuel. C\\u2019est l\\u2019une des plus grandes erreurs strat\\u00e9giques qu\\u2019elles puissent commettre, et elle limite discr\\u00e8tement le potentiel de tout ce qu\\u2019elles publient.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa recherche compte encore. Elle demeure l\\u2019un des moyens les plus clairs de capter une intention. Mais YouTube indique lui-m\\u00eame que le trafic peut provenir de plusieurs surfaces, et l\\u2019onglet \\u00ab Couverture \\u00bb est justement con\\u00e7u pour aider les cr\\u00e9ateurs \\u00e0 comprendre comment les spectateurs trouvent leurs contenus gr\\u00e2ce aux impressions, au taux de clics et aux sources de trafic. Les indications de YouTube sur la recherche et la d\\u00e9couverte montrent \\u00e9galement que la plateforme associe les spectateurs aux vid\\u00e9os qu\\u2019ils sont susceptibles de regarder et d\\u2019appr\\u00e9cier, plut\\u00f4t que de favoriser un format par d\\u00e9faut.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes surfaces fonctionnent diff\\u00e9remment et r\\u00e9compensent diff\\u00e9rentes qualit\\u00e9s dans une vid\\u00e9o.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161589,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-6.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161589\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003ESources: YouTubeHelp; Search Engine Journal\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela change compl\\u00e8tement la donne. La recherche peut aider une vid\\u00e9o \\u00e0 \\u00eatre trouv\\u00e9e. Mais ce sont les surfaces de recommandation comme la navigation, les vid\\u00e9os sugg\\u00e9r\\u00e9es et les formats courts qui permettent \\u00e0 une vid\\u00e9o de prendre de l\\u2019ampleur.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa croissance des Shorts renforce encore cette r\\u00e9alit\\u00e9. La d\\u00e9couverte sur YouTube ne repose plus sur un seul comportement ni sur un seul format. Les marques qui planifient uniquement pour la recherche construisent une strat\\u00e9gie \\u00e0 voie unique sur une plateforme \\u00e0 voies multiples, surtout \\u00e0 un moment o\\u00f9 \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/la-serie-sur-lavenir-des-medias-la-video-prend-le-pouvoir-sur-la-recherche\/\\u0022\\u003Ela vid\\u00e9o devient un point de d\\u00e9part pour la d\\u00e9couverte\\u003C\/a\\u003E.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELa r\\u00e9tention est le vrai signal.\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour comprendre \\u00e0 quel point YouTube est une plateforme guid\\u00e9e par la r\\u00e9tention, il suffit de regarder ce que la plateforme a int\\u00e9gr\\u00e9 directement \\u00e0 YouTube Studio.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe rapport \\u00ab \\u003Cstrong\\u003EMoments cl\\u00e9s pour la r\\u00e9tention de l\\u2019audience\\u003C\/strong\\u003E \\u00bb de YouTube sert pr\\u00e9cis\\u00e9ment \\u00e0 montrer quels moments d\\u2019une vid\\u00e9o retiennent l\\u2019attention et o\\u00f9 les spectateurs d\\u00e9crochent. YouTube indique que ce rapport est con\\u00e7u pour montrer ce qui fonctionne et les endroits o\\u00f9 les contenus perdent des spectateurs. Ses recommandations sur l\\u2019engagement orientent \\u00e9galement les cr\\u00e9ateurs vers la r\\u00e9tention comme indicateur central de performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela devrait suffire \\u00e0 alerter les marques.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EYouTube ne demande pas seulement : \\u00ab Quelqu\\u2019un a-t-il cliqu\\u00e9? \\u00bb La plateforme demande aussi : \\u00ab Est-ce que cette personne est rest\\u00e9e? \\u00bb et \\u00ab L\\u2019exp\\u00e9rience \\u00e9tait-elle suffisamment satisfaisante pour continuer \\u00e0 recommander cette vid\\u00e9o? \\u00bb Ces questions sont qualitativement diff\\u00e9rentes de celles qui guidaient la plupart des strat\\u00e9gies YouTube il y a cinq ans.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe rythme, la structure, la promesse tenue et la narration ne sont pas de simples d\\u00e9tails de production. Ce sont les variables qui influencent les signaux que YouTube peut r\\u00e9ellement mesurer et utiliser.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa conclusion pratique est simple : \\u003Cstrong\\u003Esi votre r\\u00e9tention s\\u2019am\\u00e9liore, vos possibilit\\u00e9s de distribution s\\u2019am\\u00e9liorent aussi\\u003C\/strong\\u003E.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est le lien direct entre la qualit\\u00e9 du contenu \\u00e9ducatif et la croissance sur la plateforme. Investissez dans la capacit\\u00e9 \\u00e0 retenir l\\u2019attention, et l\\u2019algorithme travaille avec vous plut\\u00f4t que contre vous.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne fa\\u00e7on simple de l\\u2019aborder :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAccroche \\u2192 Rupture de rythme \\u2192 Moment de valeur\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESi une vid\\u00e9o commence par une accroche forte, introduit du mouvement ou un \\u00e9l\\u00e9ment de surprise, puis livre des moments de valeur clairs, les spectateurs ont davantage de raisons de continuer.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EL\\u2019opportunit\\u00e9: pourquoi le contenu \\u00e9ducatif-divertissant est le plus populaire maintenant\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe contenu \\u00e9ducatif-divertissant fonctionne parce qu\\u2019il offre deux choses \\u00e0 la fois :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EDe la valeur\\u003C\/strong\\u003E : \\u00ab C\\u2019est utile. \\u00bb\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EDu plaisir \\u00e0 regarder\\u003C\/strong\\u003E : \\u00ab C\\u2019est assez int\\u00e9ressant pour que je continue. \\u00bb\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est souvent sur ce deuxi\\u00e8me point que les contenus de marque \\u00e9chouent. Non pas parce que les marques manquent d\\u2019expertise, mais parce que leurs contenus sont souvent con\\u00e7us comme des ressources de biblioth\\u00e8que plut\\u00f4t que comme des vid\\u00e9os choisies par quelqu\\u2019un qui d\\u00e9cide quoi regarder ensuite.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes meilleurs contenus YouTube d\\u2019aujourd\\u2019hui enseignent toujours. Ils informent toujours. Ils r\\u00e9solvent toujours de vrais probl\\u00e8mes. Mais ils le font gr\\u00e2ce \\u00e0 une meilleure pr\\u00e9sentation : des accroches plus fortes, plus de curiosit\\u00e9, un rythme plus fluide, des exemples plus pr\\u00e9cis, plus de tension et des moments de valeur plus marqu\\u00e9s. Le contenu reste fondamentalement \\u00e9ducatif; il est simplement con\\u00e7u pour retenir le spectateur plut\\u00f4t que pour lui donner une raison de quitter.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est pourquoi les formats les plus efficaces aujourd\\u2019hui ressemblent moins \\u00e0 des cours magistraux et davantage \\u00e0 des histoires avec un point de vue clair. Ils sont plus faciles \\u00e0 regarder, et les contenus plus faciles \\u00e0 regarder voyagent g\\u00e9n\\u00e9ralement plus loin dans la navigation, les vid\\u00e9os sugg\\u00e9r\\u00e9es et Shorts.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes formats ne sont pas superficiels. Ce sont des approches \\u00e9ducatives avec plus d\\u2019\\u00e9lan int\\u00e9gr\\u00e9.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFormats \\u00e9ducatifs-divertissants \\u00e0 fort potentiel\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161713,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-15.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161713\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELa m\\u00e9thode: comment rep\\u00e9rer les formats \\u00e0 fort potentiel\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est l\\u2019\\u00e9tape que la plupart des \\u00e9quipes sautent.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EElles passent directement \\u00e0 l\\u2019id\\u00e9ation au lieu de mettre en place un processus pour d\\u00e9terminer quels sujets et quels formats m\\u00e9ritent r\\u00e9ellement d\\u2019\\u00eatre produits. Une s\\u00e9ance de remue-m\\u00e9ninges sans syst\\u00e8me produit des gains ponctuels et des r\\u00e9sultats irr\\u00e9guliers. Un syst\\u00e8me cr\\u00e9e une biblioth\\u00e8que de contenus qui prend de la valeur avec le temps.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe cadre ci-dessous repose sur une id\\u00e9e essentielle : sur YouTube, le format explique souvent mieux la performance que le sujet \\u00e0 lui seul. La plupart des marques organisent trop leurs contenus par sujet, mais n\\u2019analysent pas assez les structures qui ont permis \\u00e0 leurs meilleures vid\\u00e9os de fonctionner. C\\u2019est pourquoi une strat\\u00e9gie de contenu solide doit aller au-del\\u00e0 des sujets et analyser les formats, les courbes de r\\u00e9tention, la demande et le potentiel de distribution.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019objectif de ce syst\\u00e8me est de combler cet \\u00e9cart afin que chaque nouvelle vid\\u00e9o soit construite sur des preuves, et non sur l\\u2019intuition.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Exportez votre biblioth\\u00e8que de contenus\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ER\\u00e9cup\\u00e9rez les titres, les dates de publication, les vues, les types de format et la dur\\u00e9e de vos vid\\u00e9os, ainsi que celles de trois \\u00e0 cinq concurrents pertinents.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Classez les vid\\u00e9os par format\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUtilisez des cat\\u00e9gories comme :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ETutoriel\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EExplication\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ED\\u00e9construction de mythe\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EErreurs fr\\u00e9quentes\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EComparaison\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAnalyse \/ r\\u00e9action\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ECommentaire d\\u2019expert\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe format explique souvent mieux la performance que le sujet.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Rep\\u00e9rez les formats gagnants\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EComparez les performances \\u00e0 la moyenne de chaque cha\\u00eene, plut\\u00f4t qu\\u2019aux vues seulement. Analysez :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ele taux de clics;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eles courbes de r\\u00e9tention;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ela r\\u00e9partition des sources de trafic;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ela performance relative par rapport aux normes de la cha\\u00eene.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. Validez la demande\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EConfirmez qu\\u2019il existe une v\\u00e9ritable demande de recherche et que votre formulation correspond \\u00e0 la fa\\u00e7on dont les gens parlent r\\u00e9ellement du sujet.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est important au Canada, aux \\u00c9tats-Unis et en Europe. La m\\u00e9thode reste la m\\u00eame, mais le vocabulaire et la demande doivent \\u00eatre v\\u00e9rifi\\u00e9s par march\\u00e9.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. Priorisez avec un score d\\u2019opportunit\\u00e9\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUtilisez un mod\\u00e8le de notation simple :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EScore d\\u2019opportunit\\u00e9 = Demande \\u00d7 Faible concurrence \\u00d7 Ad\\u00e9quation du format \\u00d7 Potentiel Shorts\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019objectif n\\u2019est pas de compliquer les choses. Il s\\u2019agit simplement d\\u2019un moyen pratique de filtrer ce qui m\\u00e9rite r\\u00e9ellement d\\u2019\\u00eatre produit.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E6. Commencez par les vid\\u00e9os piliers\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFaites d\\u2019abord d\\u2019un contenu long fort le point d\\u2019ancrage de la strat\\u00e9gie. Tout le reste d\\u00e9coule ensuite de cette pi\\u00e8ce centrale.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela implique :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eune accroche claire d\\u00e8s le d\\u00e9but;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Edes chapitres utiles;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Edes moments de valeur visibles;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eune structure pens\\u00e9e pour la r\\u00e9tention, pas seulement pour l\\u2019exhaustivit\\u00e9.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E7. Cr\\u00e9ez des Shorts \\u00e0 partir des meilleurs moments\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUtilisez les r\\u00e9v\\u00e9lations, r\\u00e9actions et enseignements les plus forts de la vid\\u00e9o pilier pour cr\\u00e9er des d\\u00e9clinaisons courtes qui alimentent la d\\u00e9couverte.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette approche est coh\\u00e9rente avec les recommandations de YouTube sur la transformation des contenus longs en Shorts : rep\\u00e9rer les moments cl\\u00e9s, extraire des accroches fortes et utiliser Shorts pour \\u00e9largir la port\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EPlan d\\u2019action: quoi faire la semaine prochaine\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour appliquer cette approche sans la rendre inutilement complexe, commencez par un audit cibl\\u00e9 plut\\u00f4t que par une refonte compl\\u00e8te de votre strat\\u00e9gie.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019objectif n\\u2019est pas de tout reconstruire d\\u2019un coup. Il s\\u2019agit de rep\\u00e9rer rapidement une ou deux occasions guid\\u00e9es par le format et de d\\u00e9montrer ce qu\\u2019un contenu pens\\u00e9 pour la r\\u00e9tention peut r\\u00e9ellement produire pour la distribution de votre cha\\u00eene.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes sept actions peuvent \\u00eatre r\\u00e9alis\\u00e9es en environ cinq \\u00e0 sept jours ouvrables par une petite \\u00e9quipe.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:161559,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/image-4.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-161559\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ECe que vous obtiendrez\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EVous obtenez un v\\u00e9ritable syst\\u00e8me, pas seulement une s\\u00e9ance d\\u2019id\\u00e9ation ponctuelle.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans les 30 jours, vous aurez :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Edes donn\\u00e9es de r\\u00e9f\\u00e9rence sur vos courbes de r\\u00e9tention;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eune meilleure compr\\u00e9hension de la r\\u00e9partition de vos sources de trafic;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Evos deux premi\\u00e8res vid\\u00e9os piliers;\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Eune petite biblioth\\u00e8que de Shorts \\u00e0 comparer \\u00e0 vos indicateurs actuels.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa fen\\u00eatre de suivi de 30 jours n\\u2019est pas arbitraire. Elle est assez longue pour permettre aux nouvelles vid\\u00e9os d\\u2019accumuler des donn\\u00e9es de r\\u00e9tention significatives et de r\\u00e9v\\u00e9ler les premiers signaux de navigation et de vid\\u00e9os sugg\\u00e9r\\u00e9es, tout en \\u00e9tant assez courte pour offrir une boucle d\\u2019apprentissage rapide avant de vous engager dans une strat\\u00e9gie trimestrielle compl\\u00e8te.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019objectif n\\u2019est pas d\\u2019atteindre la perfection d\\u00e8s le premier essai.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019objectif est de b\\u00e2tir un syst\\u00e8me qui devient plus intelligent \\u00e0 chaque vid\\u00e9o publi\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELe virage est d\\u00e9j\\u00e0 en cours\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa plus grande occasion YouTube pour les marques, aujourd\\u2019hui, ne consiste pas simplement \\u00e0 produire davantage de contenu \\u00e9ducatif.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EElle consiste \\u00e0 produire du contenu \\u00e9ducatif qui m\\u00e9rite r\\u00e9ellement l\\u2019attention.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes marques qui comprennent ce virage t\\u00f4t construiront des biblioth\\u00e8ques de contenus non seulement faciles \\u00e0 trouver, mais aussi agr\\u00e9ables \\u00e0 regarder, recommandables et beaucoup plus simples \\u00e0 faire cro\\u00eetre.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa plateforme a \\u00e9volu\\u00e9. La d\\u00e9couverte ne passe plus par une seule voie. La r\\u00e9tention n\\u2019est plus une m\\u00e9trique secondaire. Le format n\\u2019est plus une r\\u00e9flexion de derni\\u00e8re minute. Et les marques qui traitent YouTube comme un simple levier de recherche laissent chaque semaine une part importante de leur audience potentielle et de leur port\\u00e9e potentielle de c\\u00f4t\\u00e9.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe passage du simple tutoriel au contenu \\u00e9ducatif-divertissant ne consiste pas \\u00e0 rendre le contenu plus tape-\\u00e0-l\\u2019\\u0153il ou moins substantiel. Il consiste \\u00e0 cr\\u00e9er du contenu qui respecte l\\u2019attention du public et qui est volontairement con\\u00e7u pour encourager les gens \\u00e0 continuer.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019information est toujours l\\u00e0. L\\u2019expertise est toujours r\\u00e9elle. Mais la pr\\u00e9sentation gagne le visionnement, le visionnement gagne la recommandation, et la recommandation transforme une biblioth\\u00e8que YouTube en v\\u00e9ritable actif de marque.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ELes quatre grands enseignements\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ESoyez trouvable\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ER\\u00e9pondez \\u00e0 de vraies questions soutenues par une vraie demande. La recherche est la base, pas le plafond.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ECaptez l\\u2019attention\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EConcevez vos vid\\u00e9os pour la r\\u00e9tention d\\u00e8s la premi\\u00e8re image. Accroche, tension, moment de valeur et ce, chaque fois.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EGagnez en recommandation\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EGagnez de la distribution dans la navigation et les vid\\u00e9os sugg\\u00e9r\\u00e9es en produisant du contenu qui m\\u00e9rite d\\u2019\\u00eatre regard\\u00e9 jusqu\\u2019au bout, et m\\u00eame revu.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ED\\u00e9ployez \\u00e0 grande \\u00e9chelle\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EB\\u00e2tissez un syst\\u00e8me, pas seulement un calendrier. Les vid\\u00e9os piliers combin\\u00e9es aux Shorts cr\\u00e9ent une biblioth\\u00e8que qui prend de l\\u2019ampleur avec le temps.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EFlux de travail simplifi\\u00e9\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAudit \\u2192 Classification des formats \\u2192 Analyse des \\u00e9carts \\u2192 Score d\\u2019opportunit\\u00e9 \\u2192 Vid\\u00e9o pilier \\u2192 Shorts \\u2192 Mesure\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans un environnement YouTube satur\\u00e9, ce niveau de clart\\u00e9 est essentiel, car gagner ne consiste plus seulement \\u00e0 bien r\\u00e9pondre \\u00e0 une question.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EIl faut y r\\u00e9pondre d\\u2019une mani\\u00e8re qui donne envie aux gens de continuer \\u00e0 regarder.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Ca id=\\u0022_msocom_1\\u0022\\u003E\\u003C\/a\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"06 mai 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\",\"post\":{\"ID\":161573,\"post_author\":\"6\",\"post_date\":\"2026-05-06 14:57:23\",\"post_date_gmt\":\"2026-05-06 19:57:23\",\"post_title\":\"Le virage YouTube que les marques ne peuvent plus ignorer\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"virage-contenu-youtube-marques-ne-peuvent-ignorer\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-06-01 13:54:53\",\"post_modified_gmt\":\"2026-06-01 18:54:53\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/virage-contenu-youtube-marques-ne-peuvent-ignorer\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"5\":{\"id\":161266,\"title\":\"L\\u2019IA agentique\\u00a0bouleverse la recherche.\\u00a0Les m\\u00e9dias payants\\u00a0n\\u2019y \\u00e9chapperont pas.\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\\u00e9dias Payants\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EQuelque 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECet 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPoints cl\\u00e9s \\u00e0 retenir\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EL\\u2019IA agentique comprime le parcours utilisateur en passant du soutien \\u00e0 la d\\u00e9cision \\u00e0 l\\u2019action. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes 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. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EL\\u2019inventaire publicitaire se concentrera dans des plateformes \\u00e0 forte attention et dans des environnements natifs \\u00e0 l\\u2019IA. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELa mesure deviendra moins transparente, ce qui exigera un passage au-del\\u00e0 du ROAS vers des KPI ax\\u00e9s sur la valeur. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes 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. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u00c0 quoi ressemble r\\u00e9ellement un parcours utilisateur comprim\\u00e9?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPendant des d\\u00e9cennies, la recherche suivait un sch\\u00e9ma pr\\u00e9visible : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EL\\u2019humain cherche \\u2192 L\\u2019humain clique \\u2192 Arrive sur le site web \\u2192 L\\u2019humain convertit\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAujourd\\u2019hui, ce parcours \\u00e9volue d\\u00e9j\\u00e0 vers un mod\\u00e8le hybride : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EL\\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\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa prochaine \\u00e9tape \\u00e9limine compl\\u00e8tement le clic : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EL\\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)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques qui investissent en \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/search-optimization\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ESEO\\u003C\/a\\u003E et en \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/strategy\/strategie-de-contenu\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Estrat\\u00e9gie de contenu\\u003C\/a\\u003E, 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELes m\\u00e9dias payants vont-ils dispara\\u00eetre ou \\u00e9voluer?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 la place, les m\\u00e9dias payants se concentreront autour de deux moments cl\\u00e9s : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAvant m\\u00eame que l\\u2019intention n\\u2019existe, lorsque les marques fa\\u00e7onnent la notori\\u00e9t\\u00e9 et la pr\\u00e9f\\u00e9rence \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EAu c\\u0153ur m\\u00eame de la d\\u00e9cision, lorsque les syst\\u00e8mes d\\u2019IA d\\u00e9terminent les r\\u00e9sultats \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est pourquoi l\\u2019approche de DAC en \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/paid-media\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eplanification et achat m\\u00e9dia\\u003C\/a\\u003E int\\u00e8gre de plus en plus les tests et l\\u2019optimisation par l\\u2019IA \\u00e0 chaque \\u00e9tape du parcours consommateur. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EComment l\\u2019inventaire publicitaire \\u00e9voluera-t-il dans un environnement domin\\u00e9 par l\\u2019IA?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ENous anticipons trois grandes \\u00e9volutions : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELes plateformes premium gagneront en importance\\u003C\/strong\\u003E : les \\u00e9cosyst\\u00e8mes connect\\u00e9s comme Meta, TikTok et YouTube offrent des donn\\u00e9es d\\u00e9terministes \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELes interfaces d\\u2019IA deviendront des inventaires m\\u00e9dia\\u003C\/strong\\u003E : les environnements conversationnels introduiront des recommandations commandit\\u00e9es \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELes mod\\u00e8les de tarification \\u00e9volueront\\u003C\/strong\\u003E : 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 \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPourquoi la mesure deviendra-t-elle plus complexe?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes sp\\u00e9cialistes du marketing devront r\\u00e9\\u00e9quilibrer leurs KPI en accordant davantage d\\u2019importance \\u00e0 : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELe taux de conversion et la qualit\\u00e9 des r\\u00e9sultats \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELa valeur \\u00e0 vie du client \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EL\\u2019incr\\u00e9mentalit\\u00e9 et les tests \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est l\\u00e0 que nos \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/analytics\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Esolutions en analytique et en mesure\\u003C\/a\\u003E aident \\u00e0 unifier des signaux fragment\\u00e9s pour produire des lectures de performance plus claires. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EQu\\u2019est-ce qui remplacera le reciblage traditionnel?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EO\\u00f9 se situe la notori\\u00e9t\\u00e9 dans un parcours pilot\\u00e9 par l\\u2019IA?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPlut\\u00f4t que de revenir massivement vers les m\\u00e9dias hors ligne, nous pr\\u00e9voyons un d\\u00e9placement des investissements vers : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELa t\\u00e9l\\u00e9vision connect\\u00e9e et la vid\\u00e9o premium \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes partenariats directs avec les \\u00e9diteurs \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes placements culturels et contextuels \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EComment les cr\\u00e9ateurs, le contenu g\\u00e9n\\u00e9r\\u00e9 par les utilisateurs et la vid\\u00e9o influencent-ils les r\\u00e9sultats de l\\u2019IA?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPourquoi les donn\\u00e9es produit deviennent votre actif le plus important\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans 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 : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes prix et la disponibilit\\u00e9 en temps r\\u00e9el \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDes attributs produit d\\u00e9taill\\u00e9s \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDe solides signaux d\\u2019avis \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDes formats structur\\u00e9s et lisibles par machine \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EQue devient la recherche payante \\u00e0 l\\u2019\\u00e8re de l\\u2019IA?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ECe que les sp\\u00e9cialistes du marketing doivent faire d\\u00e8s maintenant\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe 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 : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Investir dans l\\u2019influence avant l\\u2019intention\\u003C\/strong\\u003E \\u003Cbr\\u003ED\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. Renforcer les fondations de donn\\u00e9es et d\\u2019identit\\u00e9\\u003C\/strong\\u003E \\u003Cbr\\u003EFaites 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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Optimiser pour la visibilit\\u00e9 dans l\\u2019IA, pas seulement pour les clics\\u003C\/strong\\u003E \\u003Cbr\\u003EAssurez-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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\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. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\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.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"15 avril 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\",\"post\":{\"ID\":161266,\"post_author\":\"60\",\"post_date\":\"2026-04-15 14:29:20\",\"post_date_gmt\":\"2026-04-15 19:29:20\",\"post_title\":\"L\\u2019IA agentique\\u00a0bouleverse la recherche.\\u00a0Les m\\u00e9dias payants\\u00a0n\\u2019y \\u00e9chapperont pas.\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-15 14:34:11\",\"post_modified_gmt\":\"2026-04-15 19:34:11\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"6\":{\"id\":161200,\"title\":\"Quiz \\u00ab Visibilit\\u00e9 SEO vs IA \\u00bb : identifiez ce qui freine r\\u00e9ellement vos performances\",\"type\":\"whitepapers\",\"type_label\":\"Whitepaper\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/quiz-visibilite-seo-vs-ia-identifiez-ce-qui-freine-reellement-vos-performances\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003C!-- wp:acf\/whitepapers-hero {\\u0022name\\u0022:\\u0022acf\/whitepapers-hero\\u0022,\\u0022data\\u0022:[],\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\\u003C!-- wp:acf\/whitepapers-body {\\u0022name\\u0022:\\u0022acf\/whitepapers-body\\u0022,\\u0022data\\u0022:{\\u0022info_column_display_mode\\u0022:\\u0022paragraph\\u0022,\\u0022_info_column_display_mode\\u0022:\\u0022field_wp_body_display_mode\\u0022,\\u0022info_column_column_title\\u0022:\\u0022\\u0022,\\u0022_info_column_column_title\\u0022:\\u0022field_680bdaae054ba\\u0022,\\u0022info_column_paragraph_content\\u0022:\\u0022Trop d\\u0027\\u00e9quipes se pr\\u00e9cipitent sur les canaux et les tactiques avant m\\u00eame d\\u0027avoir diagnostiqu\\u00e9 le v\\u00e9ritable probl\\u00e8me. 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}\\\\r\\\\n [data-role=\\\\u0022text-background\\\\u0022]:has(.mobile-footer-banner) {\\\\r\\\\n padding: 88px 56px !important \\\\r\\\\n }\\\\r\\\\n [data-role=events-hero] .content-row .info-col .title {\\\\r\\\\n font-size: 50px;\\\\r\\\\n }\\\\r\\\\n [data-role=events-hero] .content-row .info-col {\\\\r\\\\n }\\\\r\\\\n}\\\\r\\\\n @media(max-width: 992px) {\\\\r\\\\n [data-role=\\\\u0022text-background\\\\u0022] {\\\\r\\\\n padding: 64px 16px !important \\\\r\\\\n }\\\\r\\\\n}\\\\r\\\\n @media (min-width: 992px) {\\\\r\\\\n [data-role=events-hero] .content-row .media-col {\\\\r\\\\n max-width: 628px !important;\\\\r\\\\n }\\\\r\\\\n}\\\\r\\\\n @media(max-width: 992px) {\\\\r\\\\n [data-role=\\\\u0022cta\\\\u0022] {a\\\\r\\\\n align-self: center;\\\\r\\\\n padding: 16px 0px;\\\\r\\\\n }\\\\r\\\\n [data-role=events-hero] .content-row .info-col .social-media-responsive .icons-container {\\\\r\\\\n justify-content: center;\\\\r\\\\n }\\\\r\\\\n}\\\\r\\\\n \\\\r\\\\n@media (min-width: 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performances\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"quiz-visibilite-seo-vs-ia-identifiez-ce-qui-freine-reellement-vos-performances\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-14 17:47:40\",\"post_modified_gmt\":\"2026-04-14 22:47:40\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/white-papers\/seo-vs-ai-visibility-quiz-diagnose-whats-really-holding-back-performance\/\",\"menu_order\":0,\"post_type\":\"whitepapers\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"7\":{\"id\":160938,\"title\":\"Coupe du Monde de la FIFA 2026 : un moment fort pour cr\\u00e9er des liens avec son audience de marque\",\"type\":\"post\",\"type_label\":\"blog\",\"link\":\"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\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\\u00e9dias Payants\",\"url\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\"}],\"related_info\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEn juin, la Coupe du Monde de la FIFA 2026 doit s\\u2019amorcer en Am\\u00e9rique du Nord, alors que le Canada, le Mexique et les \\u00c9tats-Unis coorganiseront l\\u2019\\u00e9v\\u00e9nement sportif le plus regard\\u00e9 au monde. L\\u2019engouement attirera des spectateurs, sur place comme \\u00e0 l\\u2019international, qui ne sont ni des experts ni des adeptes assidus du sport pendant la saison r\\u00e9guli\\u00e8re; ils se joignent simplement \\u00e0 l\\u2019effervescence pour le plaisir et le divertissement.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette hausse de l\\u2019int\\u00e9r\\u00eat et de l\\u2019attention, combin\\u00e9e \\u00e0 une forte charge \\u00e9motionnelle, cr\\u00e9era une fois de plus de pr\\u00e9cieuses occasions pour les marques de rejoindre de nouveaux publics, m\\u00eame si leurs audiences cibles ne sont pas des partisans du ballon rond \\u00e0 temps plein. M\\u00eame si les co\\u00fbts plus \\u00e9lev\\u00e9s du temps d\\u2019antenne et les espaces officiels d\\u00e9j\\u00e0 occup\\u00e9s par les commanditaires de la FIFA peuvent sembler contraignants, les marques ont tout int\\u00e9r\\u00eat \\u00e0 chercher des moyens de tirer parti de cette vitrine mondiale.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003EQuelles occasions publicitaires la Coupe du Monde cr\\u00e9era-t-elle?\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EParmi les nombreux canaux d\\u2019affichage ext\\u00e9rieur qui gagnent en importance lors des grands \\u00e9v\\u00e9nements sportifs, la publicit\\u00e9 dans les transports en commun demeure l\\u2019un des moyens les plus efficaces pour joindre les publics, particuli\\u00e8rement dans les villes h\\u00f4tes. C\\u2019est pourquoi la TTC de Toronto explore activement de nouvelles fa\\u00e7ons de g\\u00e9n\\u00e9rer des revenus additionnels en introduisant de nouveaux formats publicitaires avant la Coupe du Monde de la FIFA 2026, avec un d\\u00e9ploiement potentiel d\\u00e8s juin 2026. Le moment est bien choisi, puisqu\\u2019il permettra au r\\u00e9seau de transport de tirer parti de l\\u2019augmentation de l\\u2019achalandage et de la demande accrue des annonceurs attendues pendant le tournoi.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019une des principales propositions concerne \\u003Ca href=\\u0022https:\/\/mediaincanada.com\/2025\/12\/05\/ttc-proposes-in-tunnel-motion-ads\/\\u0022\\u003El\\u2019introduction d\\u2019un format publicitaire anim\\u00e9\\u003C\/a\\u003E, en partenariat avec Adtrackmedia. Cette proposition a d\\u00e9j\\u00e0 re\\u00e7u l\\u2019approbation du conseil d\\u2019administration, ce qui marque une \\u00e9tape importante du processus. La derni\\u00e8re \\u00e9tape consiste \\u00e0 obtenir l\\u2019approbation du service juridique g\\u00e9n\\u00e9ral de la TTC. Une fois cette approbation accord\\u00e9e, les usagers pourront d\\u00e9couvrir un nouveau format anim\\u00e9, hautement engageant, int\\u00e9gr\\u00e9 \\u00e0 l\\u2019environnement de transport collectif. L\\u2019entente s\\u2019\\u00e9chelonne sur 15 ans, ce qui t\\u00e9moigne d\\u2019un engagement \\u00e0 long terme et laisse entendre que ce format deviendra un \\u00e9l\\u00e9ment durable de l\\u2019\\u00e9cosyst\\u00e8me publicitaire de la TTC. Fait notable, l\\u2019arriv\\u00e9e d\\u2019Adtrackmedia introduit un nouvel acteur dans un espace historiquement domin\\u00e9 par Pattison, ce qui vient red\\u00e9finir le paysage concurrentiel.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:160939,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/image-3.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-160939\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cem\\u003ESource de l\\u2019image : Translink.ca\\u003C\/em\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDes analyses ind\\u00e9pendantes laissent penser que \\u003Ca href=\\u0022https:\/\/github.com\/vibhavohra12\/fifa-2026-toronto-impact-analysis\\u0022\\u003El\\u2019achalandage de la TTC pourrait augmenter de 5 \\u00e0 12 % pendant les matchs de la Coupe du Monde de la FIFA 2026 \\u00e0 Toronto\\u003C\/a\\u003E. Bien que la TTC n\\u2019ait pas encore publi\\u00e9 ses propres pr\\u00e9visions officielles, \\u003Ca href=\\u0022https:\/\/www.ttc.ca\/news\/2026\/January\/TTC-recommended-2026-budget-adds-service-while-addressing-affordability\\u0022\\u003El\\u2019ajout de dispositions pour des services suppl\\u00e9mentaires\\u003C\/a\\u003E dans le budget 2026 indique que des volumes plus \\u00e9lev\\u00e9s de passagers sont anticip\\u00e9s. Il est donc raisonnable de s\\u2019attendre \\u00e0 une hausse marqu\\u00e9e du nombre de personnes expos\\u00e9es \\u00e0 la publicit\\u00e9 ext\\u00e9rieure sur les propri\\u00e9t\\u00e9s de la TTC, y compris au nouveau format anim\\u00e9 en tunnel.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques qui cherchent \\u00e0 profiter de l\\u2019\\u00e9lan entourant les grands \\u00e9v\\u00e9nements sportifs, ce type d\\u2019innovation dans les transports ouvre de nouvelles possibilit\\u00e9s de capter l\\u2019attention des audiences dans des environnements tr\\u00e8s fr\\u00e9quent\\u00e9s.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ECe que cela signifie pour les annonceurs\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECapter l\\u2019attention :\\u003C\/strong\\u003E Le format vid\\u00e9o dynamique, combin\\u00e9 \\u00e0 un emplacement \\u00e0 fort impact dans les tunnels de la TTC, transforme un trajet quotidien ordinaire en une exp\\u00e9rience de marque engageante. Avec peu de distractions dans cet environnement et une audience captive, les marques ont une occasion rare de retenir plus longtemps l\\u2019attention et de favoriser une meilleure m\\u00e9morisation du message.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EEffet de nouveaut\\u00e9 :\\u003C\/strong\\u003E En tant que nouveau format d\\u2019ex\\u00e9cution publicitaire dans les transports, inattendu et distinctif, cette solution cr\\u00e9e un fort effet de surprise. Les premiers annonceurs \\u00e0 l\\u2019adopter pourront profiter de l\\u2019engouement entourant son lancement, se positionner comme des marques innovantes et tourn\\u00e9es vers l\\u2019avenir, tout en b\\u00e9n\\u00e9ficiant d\\u2019une curiosit\\u00e9 accrue et d\\u2019un bouche-\\u00e0-oreille organique.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EVisibilit\\u00e9 accrue :\\u003C\/strong\\u003E Avec un d\\u00e9ploiement align\\u00e9 sur la Coupe du Monde, les annonceurs pourront profiter des hausses d\\u2019achalandage et de la circulation pi\\u00e9tonni\\u00e8re g\\u00e9n\\u00e9r\\u00e9es par la tenue des matchs et les \\u00e9v\\u00e9nements connexes. Au-del\\u00e0 du tournoi, le maintien du retour au bureau devrait continuer \\u00e0 soutenir et \\u00e0 accro\\u00eetre l\\u2019utilisation de la TTC, prolongeant ainsi l\\u2019occasion de visibilit\\u00e9 \\u00e0 long terme.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EGestion de plusieurs partenaires m\\u00e9dia :\\u003C\/strong\\u003E Comme la TTC cherche \\u00e0 diversifier ses revenus hors tarifs et \\u00e0 accueillir de nouveaux partenaires m\\u00e9dia, le monopole historique de Pattison \\u00e9voluera. Les annonceurs qui souhaitent assurer une pr\\u00e9sence dominante dans le r\\u00e9seau de transport torontois devront vraisemblablement coordonner leurs achats avec plusieurs fournisseurs, ce qui ajoutera des niveaux de n\\u00e9gociation, de planification et de complexit\\u00e9 op\\u00e9rationnelle, particuli\\u00e8rement pour les \\u00e9quipes internes qui g\\u00e8rent leurs achats directement.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EVisibilit\\u00e9 internationale pendant le tournoi :\\u003C\/strong\\u003E Les marques internationales pourront profiter d\\u2019une exposition aupr\\u00e8s d\\u2019une audience mondiale pendant la FIFA 2026, en offrant une exp\\u00e9rience de transport immersive qui pourrait ne pas exister dans les march\\u00e9s d\\u2019origine des consommateurs. Cet effet de nouveaut\\u00e9 additionnel peut renforcer la m\\u00e9morisation de la marque et l\\u2019aider \\u00e0 rester pr\\u00e9sente \\u00e0 l\\u2019esprit alors que les visiteurs partagent leurs exp\\u00e9riences de voyage sur les r\\u00e9seaux sociaux et d\\u2019autres canaux num\\u00e9riques.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003ERejoindre les partisans tout au long du parcours client\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvec l\\u2019arriv\\u00e9e de la Coupe du Monde de la FIFA \\u00e0 Toronto, l\\u2019impact ira bien au-del\\u00e0 de l\\u2019achalandage dans les transports en commun. En plus d\\u2019une hausse attendue sur le r\\u00e9seau de la TTC, la ville pr\\u00e9voit \\u003Ca href=\\u0022https:\/\/www.toronto.ca\/legdocs\/mmis\/2025\/ia\/bgrd\/backgroundfile-261068.pdf\\u0022\\u003Eune augmentation de 10 \\u00e0 15 % de la circulation routi\\u00e8re pendant la dur\\u00e9e du tournoi\\u003C\/a\\u003E. Cela signifie que les d\\u00e9placements des consommateurs \\u00e0 travers Toronto, qu\\u2019ils se fassent en transport collectif, en voiture ou \\u00e0 pied, devraient conna\\u00eetre une forte progression.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 mesure que la mobilit\\u00e9 augmentera dans l\\u2019ensemble de la ville, les canaux m\\u00e9dia qui croisent les consommateurs dans des environnements r\\u00e9els, comme l\\u2019affichage ext\\u00e9rieur (OOH), l\\u2019audio et l\\u2019exp\\u00e9rientiel, joueront un r\\u00f4le encore plus important dans la visibilit\\u00e9 des marques. Ces formats permettent aux marques d\\u2019\\u00eatre pr\\u00e9sentes \\u00e0 des moments contextuels, opportuns et charg\\u00e9s d\\u2019\\u00e9motion. En combinant plusieurs canaux et en adoptant une approche cr\\u00e9ative du message, les marques peuvent concevoir des campagnes int\\u00e9gr\\u00e9es et omnicanales autour de la Coupe du Monde. Cette approche permet de multiplier les points de contact tout au long du parcours des partisans, des d\\u00e9placements vers les matchs \\u00e0 la d\\u00e9couverte de la ville, jusqu\\u2019aux c\\u00e9l\\u00e9brations des moments marquants, ce qui favorise une meilleure m\\u00e9morisation, un engagement plus profond et une connexion \\u00e9motionnelle plus durable.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 leur tour, ces placements peuvent appuyer des strat\\u00e9gies m\\u00e9dia plus larges en prolongeant la port\\u00e9e des campagnes sociales, t\\u00e9l\\u00e9vis\\u00e9es et vid\\u00e9o en ligne, en ajoutant de la fr\\u00e9quence incr\\u00e9mentale et en renfor\\u00e7ant les messages cl\\u00e9s dans des environnements \\u00e0 fort achalandage. Avec le temps, cette exposition soutenue peut contribuer \\u00e0 influencer le comportement des consommateurs et \\u00e0 g\\u00e9n\\u00e9rer des retomb\\u00e9es d\\u2019affaires mesurables.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EVous r\\u00e9fl\\u00e9chissez \\u00e0 la meilleure fa\\u00e7on de joindre votre audience pendant la Coupe du Monde de la FIFA 2026, et au-del\\u00e0? Misez sur l\\u2019expertise strat\\u00e9gique de DAC et sur \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/services\/\\u0022\\u003El\\u2019\\u00e9tendue de ses services\\u003C\/a\\u003E pour aider votre marque \\u00e0 tirer pleinement parti de ce moment et \\u00e0 marquer des points aupr\\u00e8s des partisans.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"02 avril 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/2026-FIFA-World-Cup-875x438-Blog1.jpg\",\"post\":{\"ID\":160938,\"post_author\":\"229\",\"post_date\":\"2026-04-02 09:40:50\",\"post_date_gmt\":\"2026-04-02 14:40:50\",\"post_title\":\"Coupe du Monde de la FIFA 2026 : un moment fort pour cr\\u00e9er des liens avec son audience de marque\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-04-02 09:40:57\",\"post_modified_gmt\":\"2026-04-02 14:40:57\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"9\":{\"id\":161444,\"title\":\"Ne courez pas aveugl\\u00e9ment apr\\u00e8s l\\u2019IA: un cadre pour \\u00e9tablir vos priorit\\u00e9s entre le SEO et la recherche par IA\",\"type\":\"webinars\",\"type_label\":\"Webinar\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/ne-courez-pas-aveuglement-apres-lia-un-cadre-pour-etablir-vos-priorites-entre-le-seo-et-la-recherche-par-ia\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003C!-- wp:acf\/events-hero-block {\\u0022name\\u0022:\\u0022acf\/events-hero-block\\u0022,\\u0022data\\u0022:{\\u0022badge_text\\u0022:\\u0022\\u0022,\\u0022_badge_text\\u0022:\\u0022field_685d6da64c46d\\u0022},\\u0022mode\\u0022:\\u0022edit\\u0022} \/--\\u003E\\u003C!-- wp:acf\/webinar-details-section {\\u0022name\\u0022:\\u0022acf\/webinar-details-section\\u0022,\\u0022data\\u0022:{\\u0022webinar_details\\u0022:\\u0022Tout le monde cherche en ce moment \\u00e0 \\u00ab optimiser pour l\\u2019IA \\u00bb. 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Dans un contexte marketing, ce n\\u2019est pas qu\\u2019un sujet th\\u00e9orique : une approximation peut devenir un message public, une promesse produit, une recommandation m\\u00e9dia ou une information locale erron\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EProbl\\u00e8me n\\u00b02 : La conformit\\u00e9 devient une contrainte de production\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ED\\u00e8s qu\\u2019un contenu est publi\\u00e9, qu\\u2019une audience est cibl\\u00e9e, qu\\u2019une recommandation budg\\u00e9taire est appliqu\\u00e9e, la conformit\\u00e9 n\\u2019est plus un \\u00ab contr\\u00f4le final \\u00bb : elle doit \\u00eatre int\\u00e9gr\\u00e9e au workflow.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERGPD, droits d\\u2019auteur, affirmations, transparence publicitaire, protection de la marque, r\\u00e8gles plateformes\\u2026 L\\u2019IA peut acc\\u00e9l\\u00e9rer l\\u2019adh\\u00e9rence \\u00e0 ces r\\u00e8gles, mais elle peut aussi acc\\u00e9l\\u00e9rer la non-conformit\\u00e9 si elle n\\u2019est pas encadr\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EProbl\\u00e8me n\\u00b03 : L\\u2019opacit\\u00e9 des d\\u00e9cisions (et la difficult\\u00e9 \\u00e0 \\u201cexpliquer\\u201d)\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans un \\u00e9cosyst\\u00e8me d\\u00e9j\\u00e0 tr\\u00e8s automatis\\u00e9 (ench\\u00e8res, ciblages, formats), l\\u2019IA ajoute une couche suppl\\u00e9mentaire : recommandations, contenus, priorisations, optimisations. 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Plus l\\u2019IA gagne en autonomie (agents, cha\\u00eenes d\\u2019actions, g\\u00e9n\\u00e9ration + publication), plus les garde-fous deviennent indispensables : seuils, permissions, validations, rollback.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EProbl\\u00e8me n\\u00b05 : La fragmentation des canaux rend le pilotage plus complexe\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa performance n\\u2019est plus un sujet \\u00ab SEO \\u00bb ou \\u00ab SEA \\u00bb ou \\u00ab Social \\u00bb. Les parcours se croisent : intention, confiance (avis, fiches locales, coh\\u00e9rence des infos), contenus, m\\u00e9dia payant, mesure, conversion. 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R\\u00e9sultat : baisse du CTR, hausse des rebonds, baisse de conversion, augmentation des demandes inutiles au service client\\u2026 et parfois d\\u00e9gradation de la confiance (avis, perception).\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EImpact n\\u00b02 : Sur-optimisation locale, sous-optimisation globale\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUn mod\\u00e8le peut am\\u00e9liorer un KPI local (par exemple r\\u00e9duire un CPA sur une campagne) tout en d\\u00e9gradant un KPI global (qualit\\u00e9 des leads, marge, r\\u00e9tention, valeur vie client). Sans orchestration multi-sources (CRM, analytics, m\\u00e9dia, local), on optimise ce qui est visible\\u2026 pas n\\u00e9cessairement ce qui cr\\u00e9e de la valeur.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EImpact n\\u00b03 : Volatilit\\u00e9 accrue, diagnostics plus lents\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EQuand la performance baisse (trafic, conversions, visibilit\\u00e9), beaucoup de marques entrent en mode enqu\\u00eate manuelle : tableaux de bord, hypoth\\u00e8ses concurrentes, arbitrages difficiles. Or plus l\\u2019\\u00e9cosyst\\u00e8me est automatis\\u00e9, plus les causes possibles se multiplient : mesure, attribution, concurrence, stocks, cr\\u00e9atifs, signaux locaux, changements plateforme, etc. La lenteur du diagnostic devient une cause de perte de performance.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EImpact n\\u00b04 : Risque r\\u00e9putationnel et juridique\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne erreur de contenu, une mauvaise mod\\u00e9ration, une cr\\u00e9ation non conforme, une affirmation non valid\\u00e9e, un ciblage sensible mal g\\u00e9r\\u00e9\\u2026 peuvent produire des cons\\u00e9quences qui d\\u00e9passent le marketing : r\\u00e9putation, relations distributeurs, partenaires, voire proc\\u00e9dures.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEt ces impacts, eux, ne se compensent pas avec une optimisation de campagne.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E\\u003Cstrong\\u003ELa r\\u00e9ponse : passer de \\u00ab produire plus \\u00bb \\u00e0 \\u00ab piloter mieux \\u00bb (l\\u2019orchestration)\\u003C\/strong\\u003E\\u003Cstrong\\u003E\\u003C\/strong\\u003E\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne fois les probl\\u00e8mes pos\\u00e9s, une conclusion s\\u2019impose : la question n\\u2019est plus seulement \\u00ab comment utiliser l\\u2019IA \\u00bb, mais \\u00ab comment l\\u2019industrialiser sans perdre le contr\\u00f4le \\u00bb.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est ici qu\\u2019intervient le basculement de l\\u2019ex\\u00e9cution \\u00e0 l\\u2019orchestration.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ECe que change l\\u2019orchestration, concr\\u00e8tement\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EEx\\u00e9cution\\u003C\/strong\\u003E : on produit et on optimise. Les \\u00e9quipes sont fortes, mais le syst\\u00e8me d\\u00e9pend beaucoup de l\\u2019humain, du temps disponible, et d\\u2019arbitrages parfois difficiles \\u00e0 objectiver.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EOrchestration\\u003C\/strong\\u003E : on con\\u00e7oit un syst\\u00e8me o\\u00f9 la performance devient reproductible, explicable et contr\\u00f4lable : d\\u00e9tection, diagnostic, recommandation, validation, action, mesure d\\u2019impact.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELes 5 principes d\\u2019une IA \\u00ab pilotable \\u00bb en marketing\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list {\\u0022ordered\\u0022:true} --\\u003E\\u003Col class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EGouvernance claire\\u003C\/strong\\u003E : qui peut g\\u00e9n\\u00e9rer, publier, modifier, allouer du budget ? \\u00e0 quel seuil ? avec quelle proc\\u00e9dure d\\u2019escalade ?\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ETra\\u00e7abilit\\u00e9\\u003C\/strong\\u003E : prompts, sources, versions, d\\u00e9cisions, validations pour auditer, apprendre, corriger.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EContr\\u00f4le qualit\\u00e9 syst\\u00e9matique\\u003C\/strong\\u003E : r\\u00e8gles, listes de v\\u00e9rification, tests, comparaisons, notation (fiabilit\\u00e9, protection de la marque, conformit\\u00e9).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EHuman-in-the-loop par niveau de risque\\u003C\/strong\\u003E : tout ne m\\u00e9rite pas validation humaine, mais tout ce qui engage marque \/ budget \/ conformit\\u00e9 doit passer par une \\u00e9tape d\\u2019approbation ou de \\u00ab permission \\u00bb.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EBoucle d\\u2019apprentissage\\u003C\/strong\\u003E : mesurer l\\u2019impact r\\u00e9el et r\\u00e9injecter les enseignements (ce qui marche, ce qui d\\u00e9rive, ce qui doit \\u00eatre verrouill\\u00e9).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ol\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u00c0 quoi ressemble un processus \\u00ab orchestr\\u00e9 \\u00bb\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPrenons un cas simple : baisse de conversions.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EUne couche de d\\u00e9tection identifie l\\u2019anomalie (conversion, CPA, ROAS, trafic qualifi\\u00e9).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDes diagnostics sp\\u00e9cialis\\u00e9s sont d\\u00e9clench\\u00e9s (m\\u00e9dia, SEO, local, mesure, cr\\u00e9ation, concurrence, pages).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes recommandations sont prioris\\u00e9es selon l\\u2019impact attendu et le risque.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes actions \\u00e0 faible risque peuvent \\u00eatre automatis\\u00e9es (ex : ajustements mineurs, tests encadr\\u00e9s).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003ELes actions \\u00e0 risque \\u00e9lev\\u00e9 exigent validation (budget significatif, affirmations \\u00e0 confirmer, pages critiques, modifications du syst\\u00e8me de mesure).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EL\\u2019impact est mesur\\u00e9 et document\\u00e9 (avant\/apr\\u00e8s), pour apprendre et stabiliser.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019orchestration sert \\u00e0 r\\u00e9pondre \\u00e0 une question tr\\u00e8s simple mais cruciale :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E\\u00ab O\\u00f9 ajouter des investissements, o\\u00f9 en retirer, et pourquoi, sans perdre au niveau business ? \\u00bb\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading --\\u003E\\u003Ch2 class=\\u0022wp-block-heading\\u0022\\u003E\\u003Cstrong\\u003ECe que DAC apporte dans cette logique d\\u2019orchestration\\u003C\/strong\\u003E\\u003Cstrong\\u003E\\u003C\/strong\\u003E\\u003C\/h2\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans cette perspective, les solutions ne sont pas des gadgets de g\\u00e9n\\u00e9ration. Ce sont des briques d\\u2019infrastructure : gouvernance, tra\\u00e7abilit\\u00e9, unification des signaux, processus, et capacit\\u00e9 \\u00e0 relier la d\\u00e9cision \\u00e0 une preuve.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est pr\\u00e9cis\\u00e9ment l\\u2019angle choisi par DAC : mettre l\\u2019IA au service d\\u2019un pilotage ma\\u00eetris\\u00e9, \\u00e0 l\\u2019\\u00e9chelle, et avec une responsabilit\\u00e9 claire. DAC accompagne des marques de type \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/notre-travail\/notre-approche\/\\u0022\\u003EEnterprise-to-Local\\u003C\/a\\u003E, confront\\u00e9es \\u00e0 la complexit\\u00e9 multi-march\\u00e9s et multi-points de vente, o\\u00f9 l\\u2019enjeu est d\\u2019industrialiser la performance sans sacrifier la coh\\u00e9rence ni la conformit\\u00e9.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EConcr\\u00e8tement, cela se traduit par :\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/plateformes-technologiques\/iris\/\\u0022\\u003E\\u003Cstrong\\u003EIRIS\\u003C\/strong\\u003E\\u003C\/a\\u003E , une plateforme orient\\u00e9e orchestration : synchroniser les workflows, structurer la d\\u00e9cision, faciliter la collaboration et conserver une logique de pilotage (plut\\u00f4t qu\\u2019un simple reporting).\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003E\\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/plateformes-technologiques\/totalserp\/\\u0022\\u003ETotalSERP\\u003C\/a\\u003E\\u003C\/strong\\u003E, pour aborder la recherche Google comme un \\u00e9cosyst\\u00e8me unifi\\u00e9 (paid \/ organic \/ local) et mieux arbitrer les investissements dans un contexte de fragmentation des r\\u00e9sultats.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003EDes capacit\\u00e9s de production et d\\u2019activation \\u00ab \\u00e0 l\\u2019\\u00e9chelle \\u00bb (contenus, local, paid, cr\\u00e9a) utiles uniquement si elles restent encadr\\u00e9es : qualit\\u00e9, coh\\u00e9rence, conformit\\u00e9, mesure et retour d\\u2019exp\\u00e9rience.\\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe point cl\\u00e9 est le suivant : \\u003Cstrong\\u003El\\u2019IA qui performe durablement n\\u2019est pas celle qui agit seule. C\\u2019est celle qu\\u2019on sait piloter.\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDans un marketing devenu plus automatis\\u00e9 et plus instable, l\\u2019avantage comp\\u00e9titif se d\\u00e9place : de la simple qualit\\u00e9 d\\u2019ex\\u00e9cution vers la capacit\\u00e9 \\u00e0 orchestrer un syst\\u00e8me complexe, avec des garde-fous, des preuves, et une responsabilit\\u00e9 humaine assum\\u00e9e.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Ca id=\\u0022_msocom_1\\u0022\\u003E\\u003C\/a\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"12 mars 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/Execution-to-Orchestration-875x438-Blog1.jpg\",\"post\":{\"ID\":159880,\"post_author\":\"149\",\"post_date\":\"2026-03-12 11:57:15\",\"post_date_gmt\":\"2026-03-12 16:57:15\",\"post_title\":\"De l\\u2019ex\\u00e9cution \\u00e0 l\\u2019orchestration : comment tirer parti de l\\u2019IA g\\u00e9n\\u00e9rative sans perdre le contr\\u00f4le\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"ia-generative-sans-perdre-le-controle\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-03-12 11:57:20\",\"post_modified_gmt\":\"2026-03-12 16:57:20\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"11\":{\"id\":158413,\"title\":\"R\\u00e9inventer sa performance SEO : comment l\\u2019IA transforme les r\\u00e8gles du jeu en 2026\",\"type\":\"webinars\",\"type_label\":\"Webinar\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/reinventer-sa-performance-seo-comment-lia-transforme-les-regles-du-jeu-en-2026\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp\\u003ELa recherche \\u00e9volue rapidement. Les exp\\u00e9riences de recherche aliment\\u00e9es par l\\u2019IA transforment la fa\\u00e7on dont les consommateurs d\\u00e9couvrent les marques et prennent des d\\u00e9cisions, souvent avant m\\u00eame de visiter un site web. Ce webinaire explique ce qui change en SEO, ce qui demeure essentiel et comment les marques peuvent s\\u2019adapter \\u00e0 un \\u00e9cosyst\\u00e8me de recherche de plus en plus guid\\u00e9 par l\\u2019IA.\\u003C\/p\\u003E\",\"event_date\":\"04 mars 2026\",\"publish_date\":\"13 janvier 2026\",\"banner_content\":\"WATCH ON-DEMAND\",\"cta_label\":\"ACC\\u00c8S WEBINAR\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/JanuarySEOWebinar-CategoryCard1-1.jpg\",\"post\":{\"ID\":158413,\"post_author\":\"437\",\"post_date\":\"2026-01-13 11:00:35\",\"post_date_gmt\":\"2026-01-13 16:00:35\",\"post_title\":\"R\\u00e9inventer sa performance SEO : comment l\\u2019IA transforme les r\\u00e8gles du jeu en 2026\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"reinventer-sa-performance-seo-comment-lia-transforme-les-regles-du-jeu-en-2026\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-03-05 15:22:18\",\"post_modified_gmt\":\"2026-03-05 20:22:18\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/insights\/webinars\/seo-success-looks-different-now-how-to-adapt-your-seo-strategy-for-ai-driven-search\/\",\"menu_order\":0,\"post_type\":\"webinars\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"12\":{\"id\":158786,\"title\":\"ChatGPT\\u00a0ouvre la porte aux publicit\\u00e9s : opportunit\\u00e9s, limites et prochaines \\u00e9tapes\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"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\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ENous suivons l\\u2019\\u00e9volution de ChatGPT depuis plusieurs semaines et c\\u2019est maintenant officiel : \\u003Ca href=\\u0022https:\/\/searchengineland.com\/openai-starts-testing-chatgpt-ads-468593\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eles publicit\\u00e9s dans ChatGPT sont arriv\\u00e9es\\u003C\/a\\u003E. M\\u00eame si le d\\u00e9ploiement n\\u2019en est qu\\u2019\\u00e0 ses d\\u00e9buts, la direction devient un peu plus claire. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOpenAI a commenc\\u00e9 \\u00e0 tester des publicit\\u00e9s directement dans ChatGPT: les premiers exemples r\\u00e9els sont apparus le \\u003Cstrong\\u003Emardi 10 f\\u00e9vrier 2026 \\u003C\/strong\\u003Eet ce sont mat\\u00e9rialis\\u00e9s sous la forme de messages commandit\\u00e9s dans le fil de la conversation. Ceux-ci \\u00e9taient cibl\\u00e9s par rapport aux demandes concr\\u00e8tes des utilisateurs. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:158770,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-32.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-158770\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003ESource: \\u003C\/em\\u003E\\u003Ca href=\\u0022https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003E\\u003Cem\\u003EOpenAI\\u003C\/em\\u003E\\u003C\/a\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECe ne sera pas une campagne display ou search comme les autres, mais plut\\u00f4t de la publicit\\u00e9 au sein d\\u2019un environnement auquel les gens font d\\u00e9j\\u00e0 confiance pour r\\u00e9fl\\u00e9chir, d\\u00e9cider et r\\u00e9soudre des probl\\u00e8mes. \\u00c0 elle seule, cette r\\u00e9alit\\u00e9 rend ce moment \\u00e0 la fois excitant et d\\u00e9terminant. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELes mises \\u00e0 jour en date du 10 f\\u00e9vrier 2026 \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes publicit\\u00e9s sont maintenant en ligne pour les utilisateurs adultes connect\\u00e9s aux \\u00c9tats-Unis, sur les versions Free et Go de ChatGPT. Elles apparaissent clairement identifi\\u00e9es comme du contenu commandit\\u00e9 et se placent sous la r\\u00e9ponse de l\\u2019IA, et non \\u00e0 l\\u2019int\\u00e9rieur de la r\\u00e9ponse elle-m\\u00eame. OpenAI a \\u00e9t\\u00e9 explicite : les publicit\\u00e9s n\\u2019influencent pas la fa\\u00e7on dont ChatGPT r\\u00e9pond. Le ciblage est toutefois principalement conversationnel, en associant les publicit\\u00e9s \\u00e0 ce avec quoi l\\u2019utilisateur interagit en temps r\\u00e9el, appuy\\u00e9 par des signaux contextuels limit\\u00e9s. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne autre mise \\u00e0 jour confirme que les utilisateurs gardent le contr\\u00f4le complet de cet environnement, m\\u00eame s\\u2019il existe certains compromis. Les utilisateurs peuvent d\\u00e9sactiver la personnalisation, limiter les publicit\\u00e9s, masquer une publicit\\u00e9 en envoyant des commentaires, ou effacer compl\\u00e8tement les donn\\u00e9es publicitaires, mais les utilisateurs Free qui limitent les publicit\\u00e9s pourraient voir diminuer le nombre de messages disponibles, \\u00e0 moins de passer \\u00e0 une offre payante. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:158777,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-33.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-158777\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003ESource: \\u003C\/em\\u003E\\u003Ca href=\\u0022https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003E\\u003Cem\\u003EOpenAI\\u003C\/em\\u003E\\u003C\/a\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDu c\\u00f4t\\u00e9 des annonceurs, l\\u2019acc\\u00e8s demeure pour l\\u2019instant restreint. OpenAI n\\u2019a pas de liste d\\u2019attente officielle et contacte plut\\u00f4t activement de grandes marques, mais les tests initiaux exigeraient, selon certaines sources, un investissement minimal d\\u2019environ 200 000 $US et un CPM de 60 $US. L\\u2019objectif est un d\\u00e9ploiement premium afin de tirer des apprentissages, et ainsi maximiser les chances de succ\\u00e8s lors du d\\u00e9ploiement \\u00e0 grande \\u00e9chelle. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPourquoi les marques s\\u2019y int\\u00e9ressent, et pourquoi la prudence est de mise \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019attrait est \\u00e9vident. L\\u2019IA conversationnelle offre de la pertinence au moment exact de l\\u2019intention, quelque chose que les sp\\u00e9cialistes du marketing poursuivent depuis des ann\\u00e9es. Bien ex\\u00e9cut\\u00e9es, les publicit\\u00e9s dans cet environnement peuvent avoir le potentiel de s\\u2019int\\u00e9grer comme une valeur ajout\\u00e9e plut\\u00f4t que comme une interruption. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEn m\\u00eame temps, l\\u2019h\\u00e9sitation est \\u00e0 la fois attendue et saine. Plusieurs facteurs font de ce canal un espace qui porte \\u00e0 r\\u00e9flexion : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EMoments \\u00e0 forte intention, attentes \\u00e9lev\\u00e9es : \\u003C\/strong\\u003Eles utilisateurs viennent sur ChatGPT en s\\u2019attendant \\u00e0 des r\\u00e9ponses cr\\u00e9dibles et utiles, ce qui rel\\u00e8ve la barre pour les marques. Les publicit\\u00e9s doivent enrichir l\\u2019exp\\u00e9rience, pas la perturber. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ELa confiance et la s\\u00e9curit\\u00e9 de marque avant tout: \\u003C\/strong\\u003Ela cr\\u00e9dibilit\\u00e9 est fondamentale en IA conversationnelle. Toute pr\\u00e9sence de marque doit s\\u2019aligner sur le ton, l\\u2019exactitude et l\\u2019utilit\\u00e9 que les utilisateurs associent d\\u00e9j\\u00e0 \\u00e0 la plateforme. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EMesure et optimisation limit\\u00e9es :\\u003C\/strong\\u003E les premiers retours sont surtout bas\\u00e9s sur les impressions, sans la profondeur sur laquelle les \\u00e9quipes performance s\\u2019appuient habituellement pour \\u00e9valuer l\\u2019impact ou affiner les d\\u00e9cisions d\\u2019investissement. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EContexte premium, mais \\u00e9chelle limit\\u00e9e :\\u003C\/strong\\u003E avec des investissements minimaux \\u00e9lev\\u00e9s et une participation restreinte, il s\\u2019agit davantage d\\u2019un terrain de test que d\\u2019un canal con\\u00e7u pour une exp\\u00e9rimentation \\u00e0 grande \\u00e9chelle. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour l\\u2019instant, les marques qui explorent la publicit\\u00e9 dans ChatGPT doivent \\u00eatre \\u00e0 l\\u2019aise de tester dans un environnement premium, \\u00e0 forte intention, tout en acceptant que les apprentissages, l\\u2019\\u00e9chelle et le niveau de contr\\u00f4le \\u00e9volueront avec le temps. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELe point de vue DAC sur les publicit\\u00e9s dans ChatGPT \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ENous voyons dans l\\u2019arriv\\u00e9e des publicit\\u00e9s dans ChatGPT un indicateur clair de l\\u2019\\u00e9volution des parcours de d\\u00e9couverte des consommateurs. Les conversations deviennent un nouveau point d\\u2019entr\\u00e9e dans le tunnel de conversion, comme on l\\u2019a observ\\u00e9 avec l\\u2019essor de l\\u2019\\u00e9cosyst\\u00e8me LLM et l\\u2019\\u00e9volution constante de Google. Les marques qui comprennent l\\u2019importance de s\\u2019adapter et de faire \\u00e9voluer leur \\u00e9tat d\\u2019esprit seront mieux positionn\\u00e9es \\u00e0 mesure que cet espace gagnera en maturit\\u00e9. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvancer avec intention compte davantage qu\\u2019avancer vite. M\\u00eame si les marques peuvent \\u00eatre tent\\u00e9es d\\u2019y aller le plus rapidement possible, il faut trouver un \\u00e9quilibre entre agilit\\u00e9 et rigueur. En tant que pionnier et adopteur pr\\u00e9coce, \\u00eatre intelligent et strat\\u00e9gique est essentiel. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EDAC est un partenaire actif d\\u2019OpenAI et re\\u00e7oit r\\u00e9guli\\u00e8rement des mises \\u00e0 jour directement de ses \\u00e9quipes. Cela nous donne une vision de pr\\u00e8s de l\\u2019\\u00e9volution de la plateforme. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EL\\u2019impact pour les marques \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques qui envisagent tester la publicit\\u00e9 en contexte d\\u2019IA conversationnelle, c\\u2019est le moment de passer de la curiosit\\u00e9 \\u00e0 la planification. M\\u00eame si une activation \\u00e0 grande \\u00e9chelle n\\u2019est pas imminente, comprendre comment la publicit\\u00e9 fonctionne dans des environnements comme ChatGPT sera d\\u00e9terminant \\u00e0 mesure que ce canal \\u00e9volue. C\\u2019est pourquoi, chez DAC, notre \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/perspectives\/series\/la-serie-sur-lavenir-des-medias\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eguide m\\u00e9dia et notre approche de planification\\u003C\/a\\u003E consid\\u00e8rent l\\u2019optimisation LLM\/IA et les tests comme un \\u00e9l\\u00e9ment critique et n\\u00e9cessaire pour g\\u00e9n\\u00e9rer du succ\\u00e8s pour nos clients dans un contexte en rapide transformation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EChez DAC, nous aidons d\\u00e9j\\u00e0 nos clients \\u00e0 \\u00e9valuer leur niveau de pr\\u00e9paration, \\u00e0 identifier les bons cas d\\u2019usage et \\u00e0 concevoir des approches de test r\\u00e9fl\\u00e9chies qui \\u00e9quilibrent innovation, confiance, s\\u00e9curit\\u00e9 de marque et mesure. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESi vous vous demandez si les publicit\\u00e9s dans ChatGPT sont une bonne option pour votre marque, c\\u2019est le bon moment pour amorcer la discussion. Contactez-nous pour en savoir plus. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"23 f\\u00e9vrier 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/ChatGPT-ads-are-official-875x438-Blog1.jpg\",\"post\":{\"ID\":158786,\"post_author\":\"62\",\"post_date\":\"2026-02-23 15:47:43\",\"post_date_gmt\":\"2026-02-23 20:47:43\",\"post_title\":\"ChatGPT\\u00a0ouvre la porte aux publicit\\u00e9s : opportunit\\u00e9s, limites et prochaines \\u00e9tapes\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"publicites-chatgpt-guide-pour-les-marques\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-23 15:50:51\",\"post_modified_gmt\":\"2026-02-23 20:50:51\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/publicites-chatgpt-guide-pour-les-marques\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"13\":{\"id\":157002,\"title\":\"Les Annonces Local Services: un levier cl\\u00e9 pour les marques multi-sites\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"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\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa recherche locale a profond\\u00e9ment \\u00e9volu\\u00e9 ces derni\\u00e8res ann\\u00e9es. Les r\\u00e9sultats organiques sont de plus en plus rel\\u00e9gu\\u00e9s au bas de la page, les r\\u00e9ponses propuls\\u00e9es par l\\u2019IA transforment la mani\\u00e8re dont les utilisateurs \\u00e9valuent leurs options, et les internautes s\\u2019attendent d\\u00e9sormais \\u00e0 trouver une solution locale imm\\u00e9diate lorsqu\\u2019ils effectuent une recherche. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques de services pr\\u00e9sentes sur plusieurs sites ou territoires, cette compression de la visibilit\\u00e9 complique l\\u2019enjeu. Appara\\u00eetre au moment pr\\u00e9cis o\\u00f9 le client est pr\\u00eat \\u00e0 passer \\u00e0 l\\u2019action devient plus difficile que jamais. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est dans ce contexte que les Annonces Local Services prennent toute leur importance. Elles promettent une visibilit\\u00e9 premium, des prospects \\u00e0 forte intention et des signaux de confiance int\\u00e9gr\\u00e9s. Mais derri\\u00e8re leur apparente simplicit\\u00e9 se cachent de v\\u00e9ritables d\\u00e9fis lorsqu\\u2019il s\\u2019agit de les d\\u00e9ployer efficacement \\u00e0 grande \\u00e9chelle, sur des dizaines voire des centaines de points de service. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvant d\\u2019en faire un levier central, il est essentiel de bien comprendre leur fonctionnement et leur place dans une strat\\u00e9gie locale globale. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EQue sont les Annonces Local Services et pourquoi apparaissent-elles en premier dans les r\\u00e9sultats de recherche?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes Annonces Local Services sont un format publicitaire de Google reposant sur un mod\\u00e8le de paiement par prospect plut\\u00f4t que par clic, con\\u00e7u pour les entreprises de services. Lorsqu\\u2019elles sont disponibles, elles s\\u2019affichent tout en haut de la page de r\\u00e9sultats, au-dessus des r\\u00e9sultats organiques et de la majorit\\u00e9 des annonces payantes traditionnelles, et permettent aux utilisateurs de contacter directement une entreprise, que ce soit par appel, message ou prise de rendez-vous. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECe qui distingue r\\u00e9ellement les Annonces Local Services est la combinaison d\\u2019une visibilit\\u00e9 maximale et de signaux de confiance. Les annonceurs admissibles affichent un badge de v\\u00e9rification Google, accompagn\\u00e9 d\\u2019avis et de notes, ce qui aide les utilisateurs \\u00e0 identifier rapidement les entreprises jug\\u00e9es cr\\u00e9dibles. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour des recherches \\u00e0 forte intention comme \\u00ab plombier d\\u2019urgence pr\\u00e8s de moi \\u00bb ou \\u00ab service de m\\u00e9nage local \\u00bb, ce positionnement permet souvent de capter la demande avant m\\u00eame que l\\u2019utilisateur ne fasse d\\u00e9filer la page. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156987,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-20.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-156987\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette visibilit\\u00e9 peut repr\\u00e9senter une opportunit\\u00e9 majeure pour les marques multi-\\u00e9tablissements. Elle implique toutefois une concurrence accrue, un nombre d\\u2019emplacements limit\\u00e9 et une performance qui ne d\\u00e9pend pas uniquement du budget ou des ench\\u00e8res. Le succ\\u00e8s repose sur une gestion rigoureuse, une coh\\u00e9rence op\\u00e9rationnelle et une int\\u00e9gration intelligente des Annonces Local Services dans l\\u2019ensemble de la strat\\u00e9gie locale. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EComment fonctionnent les Annonces Local Services pour les entreprises de services?\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour diffuser des Annonces Local Services, les entreprises doivent d\\u2019abord soumettre une demande et compl\\u00e9ter le \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/local-search\/le-processus-de-verification-video-de-google-un-veritable-casse-tete-pour-les-entreprises-legitimes-2\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eprocessus de v\\u00e9rification de Google\\u003C\/a\\u003E. Celui-ci peut inclure des v\\u00e9rifications d\\u2019ant\\u00e9c\\u00e9dents, la validation des licences professionnelles et l\\u2019examen des assurances. Une fois approuv\\u00e9es, les entreprises ne paient pas au clic, mais \\u003Cstrong\\u003Eau prospect qualifi\\u00e9\\u003C\/strong\\u003E, g\\u00e9n\\u00e9ralement un appel t\\u00e9l\\u00e9phonique ou un message g\\u00e9n\\u00e9r\\u00e9 directement \\u00e0 partir de l\\u2019annonce. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe classement des Annonces Local Services repose sur une combinaison de facteurs. Google tient notamment compte de la performance du compte, de la rapidit\\u00e9 de r\\u00e9ponse aux demandes, des notes et avis clients, de la proximit\\u00e9 avec l\\u2019utilisateur ainsi que du budget disponible. Contrairement \\u00e0 la \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/paid-media\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Erecherche payante traditionnelle\\u003C\/a\\u003E, le contr\\u00f4le des mots-cl\\u00e9s et l\\u2019optimisation cr\\u00e9ative sont limit\\u00e9s. Google privil\\u00e9gie plut\\u00f4t les signaux qu\\u2019il associe \\u00e0 la confiance et \\u00e0 l\\u2019utilit\\u00e9 pour l\\u2019utilisateur. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes prospects sont transmis via le tableau de bord Local Services de Google, o\\u00f9 les entreprises peuvent les consulter, y r\\u00e9pondre et les \\u00e9valuer. Ce fonctionnement cr\\u00e9e une boucle de r\\u00e9troaction qui influence directement la visibilit\\u00e9 future des annonces. Dans ce contexte, la pr\\u00e9paration op\\u00e9rationnelle devient tout aussi d\\u00e9terminante que la strat\\u00e9gie m\\u00e9dia. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPourquoi les Annonces Local Services prennent de plus en plus de place en recherche locale\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes Annonces Local Services ne sont pas un test \\u00e0 court terme. Leur visibilit\\u00e9 croissante s\\u2019explique par plusieurs tendances qui convergent. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156991,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-21.png\\u0022 alt=\\u0022\\u0022 class=\\u0022wp-image-156991\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ED\\u2019abord, les comportements des utilisateurs \\u00e9voluent vers des exp\\u00e9riences imm\\u00e9diates et orient\\u00e9es vers l\\u2019action. Les internautes privil\\u00e9gient de plus en plus les appels ou les prises de rendez-vous en un seul geste plut\\u00f4t que la consultation de plusieurs sites web, en particulier sur mobile. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEnsuite, Google a investi de fa\\u00e7on soutenue dans le produit des Annonces Local Services. La plateforme a ajout\\u00e9 des fonctionnalit\\u00e9s de prise de rendez-vous, renforc\\u00e9 les exigences de v\\u00e9rification et d\\u00e9ploy\\u00e9 ce format dans un nombre croissant de cat\\u00e9gories et de pays. Ces investissements t\\u00e9moignent d\\u2019un engagement \\u00e0 long terme. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPar ailleurs, les signaux de confiance n\\u2019ont jamais \\u00e9t\\u00e9 aussi d\\u00e9terminants. Le badge \\u00ab Google v\\u00e9rifi\\u00e9 \\u00bb et la visibilit\\u00e9 des avis clients r\\u00e9duisent les frictions pour les nouveaux clients et contribuent souvent \\u00e0 de meilleurs taux de conversion que les annonces textuelles classiques. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEnfin, les \\u00e9volutions plus larges de l\\u2019\\u00e9cosyst\\u00e8me Google, comme le renforcement des exigences de v\\u00e9rification des profils d\\u2019\\u00e9tablissement Google et l\\u2019\\u00e9volution des politiques locales, ont positionn\\u00e9 les Annonces Local Services comme un canal plus encadr\\u00e9, mais aussi plus qualitatif pour g\\u00e9n\\u00e9rer des prospects r\\u00e9ellement qualifi\\u00e9s. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EComment les Annonces Local Services se sont \\u00e9tendues \\u00e0 de nouvelles cat\\u00e9gories et zones g\\u00e9ographiques\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 l\\u2019origine, les Annonces Local Services ciblaient surtout les services \\u00e0 domicile et les m\\u00e9tiers sp\\u00e9cialis\\u00e9s. Depuis, elles se sont d\\u00e9ploy\\u00e9es dans des dizaines de secteurs, notamment l\\u2019entretien m\\u00e9nager, les services pour animaux, le tutorat et les services de beaut\\u00e9. Leur disponibilit\\u00e9 g\\u00e9ographique s\\u2019est \\u00e9galement \\u00e9largie au-del\\u00e0 des \\u00c9tats-Unis, avec un d\\u00e9ploiement progressif de l\\u2019inscription en libre-service dans plusieurs pays. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette expansion a deux implications majeures pour les marques multi-\\u00e9tablissements. D\\u2019un c\\u00f4t\\u00e9, l\\u2019ouverture \\u00e0 davantage de cat\\u00e9gories et de territoires multiplie les occasions d\\u2019occuper une visibilit\\u00e9 strat\\u00e9gique en haut de page. De l\\u2019autre, l\\u2019adoption croissante de ce format \\u00e9l\\u00e8ve consid\\u00e9rablement le niveau de concurrence. La v\\u00e9rification, les avis clients, la rapidit\\u00e9 de r\\u00e9ponse et la \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/location-optimization\/gestion-de-la-presence-locale\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Ecoh\\u00e9rence entre les \\u00e9tablissements\\u003C\/a\\u003E jouent d\\u00e9sormais un r\\u00f4le d\\u00e9terminant pour acc\\u00e9der \\u00e0 cet espace limit\\u00e9. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 mesure que les Annonces Local Services arrivent \\u00e0 maturit\\u00e9, la r\\u00e9ussite d\\u00e9pend moins de l\\u2019adoption pr\\u00e9coce que de la capacit\\u00e9 \\u00e0 ex\\u00e9cuter rigoureusement la strat\\u00e9gie \\u00e0 grande \\u00e9chelle. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EBonnes pratiques pour d\\u00e9ployer les Annonces Local Services \\u00e0 grande \\u00e9chelle\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour une entreprise \\u00e0 \\u00e9tablissement unique, les Annonces Local Services peuvent parfois sembler simples \\u00e0 g\\u00e9rer une fois mises en place. Pour les marques multi-\\u00e9tablissements, cette approche fonctionne rarement. Le passage \\u00e0 l\\u2019\\u00e9chelle introduit de la variabilit\\u00e9, et de petits \\u00e9carts peuvent rapidement se multiplier s\\u2019ils ne sont pas ma\\u00eetris\\u00e9s. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EParmi les meilleures pratiques \\u00e0 adopter: \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ECompl\\u00e9ter la v\\u00e9rification de fa\\u00e7on rigoureuse\\u003C\/strong\\u003E \\u003Cbr\\u003ES\\u2019assurer que les licences, assurances et documents requis sont exacts et \\u00e0 jour pour chaque \\u00e9tablissement admissible afin de conserver le statut Google v\\u00e9rifi\\u00e9. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EUtiliser les strat\\u00e9gies d\\u2019ench\\u00e8res automatis\\u00e9es\\u003C\/strong\\u003E \\u003Cbr\\u003ELes recommandations de Google permettent d\\u2019\\u00e9quilibrer le volume de prospects et les co\\u00fbts, surtout lorsque la demande varie selon les march\\u00e9s. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003ER\\u00e9pondre rapidement aux prospects\\u003C\/strong\\u003E \\u003Cbr\\u003ELes d\\u00e9lais de r\\u00e9ponse influencent fortement les taux de conversion, mais aussi la visibilit\\u00e9 future des annonces. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAllouer des budgets suffisamment comp\\u00e9titifs\\u003C\/strong\\u003E \\u003Cbr\\u003EM\\u00eame avec un mod\\u00e8le de paiement par prospect, un budget trop limit\\u00e9 peut restreindre la diffusion des annonces lors des p\\u00e9riodes de forte demande. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003E\\u00c9largir les types de services avec discernement\\u003C\/strong\\u003E \\u003Cbr\\u003EProposer des services connexes peut accro\\u00eetre le volume, mais la qualit\\u00e9 des prospects doit \\u00eatre surveill\\u00e9e de pr\\u00e8s. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EG\\u00e9rer activement les avis et la r\\u00e9putation\\u003C\/strong\\u003E \\u003Cbr\\u003ELes notes et le rythme de collecte des avis ont un impact direct sur la mise en avant des annonces. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003EAnalyser la qualit\\u00e9 des prospects\\u003C\/strong\\u003E \\u003Cbr\\u003ELe tableau de bord Local Services permet d\\u2019identifier des tendances par march\\u00e9 et d\\u2019ajuster la strat\\u00e9gie en cons\\u00e9quence. \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 grande \\u00e9chelle, les marques doivent \\u00e9galement rester vigilantes face aux points de rupture potentiels, comme les appels manqu\\u00e9s, des temps de r\\u00e9ponse in\\u00e9gaux entre \\u00e9tablissements ou des march\\u00e9s qui consomment du budget sans g\\u00e9n\\u00e9rer de valeur r\\u00e9elle. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EProchaines \\u00e9tapes pour les marques multi-\\u00e9tablissements utilisant les Annonces Local Services\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes Annonces Local Services peuvent \\u00eatre un puissant moteur de g\\u00e9n\\u00e9ration de prospects \\u00e0 forte intention, mais elles donnent leur plein potentiel lorsqu\\u2019elles s\\u2019inscrivent dans un \\u00e9cosyst\\u00e8me de croissance locale plus large. Pour les marques multi-\\u00e9tablissements, la r\\u00e9ussite ne repose pas uniquement sur la v\\u00e9rification ou le budget. Elle exige une pr\\u00e9paration locale constante, \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr-ca\/services\/location-optimization\/gestion-de-la-reputation\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eune gestion rigoureuse de la r\\u00e9putation\\u003C\/a\\u003E, une prise en charge rapide des prospects et une r\\u00e9elle coh\\u00e9rence avec les efforts en SEO et en recherche payante. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAlors que Google continue de privil\\u00e9gier des exp\\u00e9riences locales ax\\u00e9es sur la confiance et la conversion, les Annonces Local Services joueront un r\\u00f4le de plus en plus central pour capter la demande au moment pr\\u00e9cis o\\u00f9 les consommateurs sont pr\\u00eats \\u00e0 passer \\u00e0 l\\u2019action. Les marques qui tireront leur \\u00e9pingle du jeu seront celles qui consid\\u00e9reront les Annonces Local Services non pas comme un levier isol\\u00e9, mais comme une composante int\\u00e9gr\\u00e9e d\\u2019une strat\\u00e9gie locale coordonn\\u00e9e. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESi vous \\u00e9valuez la place des Annonces Local Services au sein de votre approche globale en m\\u00e9dias locaux et en SEO, il est pertinent d\\u2019analyser votre niveau de pr\\u00e9paration, votre capacit\\u00e9 \\u00e0 passer \\u00e0 l\\u2019\\u00e9chelle et l\\u2019impact \\u00e0 long terme avant d\\u2019augmenter les investissements. Parlons-en. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"06 f\\u00e9vrier 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\",\"post\":{\"ID\":157002,\"post_author\":\"61\",\"post_date\":\"2026-02-06 14:16:29\",\"post_date_gmt\":\"2026-02-06 19:16:29\",\"post_title\":\"Les Annonces Local Services: un levier cl\\u00e9 pour les marques multi-sites\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"annonces-local-services-marques-multi-sites\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-06 14:16:29\",\"post_modified_gmt\":\"2026-02-06 19:16:29\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/annonces-local-services-marques-multi-sites\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"14\":{\"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\",\"type_label\":\"blog\",\"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\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAu cours de la derni\\u00e8re d\\u00e9cennie, les sp\\u00e9cialistes du marketing ont b\\u00e2ti des moteurs de performance sophistiqu\\u00e9s et d\\u2019une pr\\u00e9cision impressionnante. Recherche, m\\u00e9dias sociaux \\u00e0 r\\u00e9ponse directe, m\\u00e9dias de d\\u00e9tail et remarketing promettent tous ce que chaque chef marketing souhaite : des r\\u00e9sultats imm\\u00e9diats et mesurables. L\\u2019attrait est fort. Attribution simple, tableaux de bord clairs et l\\u2019illusion rassurante que chaque dollar investi g\\u00e9n\\u00e8re des ventes incr\\u00e9mentales. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EMais de plus en plus, les m\\u00e9dias de performance ont l\\u0027effet d\\u0027une drogue. Ils procurent des gains rapides, mais leurs effets \\u00e0 long terme peuvent \\u00eatre n\\u00e9fastes : hausse des co\\u00fbts, rendements d\\u00e9croissants et d\\u00e9pendance excessive \\u00e0 la captation de la demande imm\\u00e9diate plut\\u00f4t qu\\u2019\\u00e0 sa cr\\u00e9ation. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAujourd\\u2019hui, de nombreuses marques se retrouvent coinc\\u00e9es dans la m\\u00eame situation. Elles savent qu\\u2019elles doivent investir pour rejoindre de nouvelles audiences, influencer les pr\\u00e9f\\u00e9rences et fa\\u00e7onner la demande future, mais h\\u00e9sitent \\u00e0 le faire sans la rigueur de mesure \\u00e0 laquelle elles sont habitu\\u00e9es dans le bas de l\\u2019entonnoir. Elles sont \\u00e9valu\\u00e9es trimestre apr\\u00e8s trimestre sur leur capacit\\u00e9 \\u00e0 produire des rapports d\\u2019impact m\\u00e9dia impressionnants, et ont \\u00e9t\\u00e9 conditionn\\u00e9es \\u00e0 croire que seules les campagnes de performance peuvent offrir ce niveau de clart\\u00e9. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes recherches de r\\u00e9f\\u00e9rence de l\\u2019industrie confirment cette r\\u00e9alit\\u00e9. \\u003Ca href=\\u0022https:\/\/ipa.co.uk\/knowledge\/effectiveness-research-analysis\/les-binet-peter-field\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003ELes travaux fondateurs de Binet et Field\\u003C\/a\\u003E d\\u00e9montrent qu\\u2019en moyenne, les marques ont besoin d\\u2019un \\u00e9quilibre d\\u2019environ 60\/40 entre la construction de la marque et l\\u2019activation pour maximiser la croissance \\u00e0 long terme, m\\u00eame si ce ratio varie selon la cat\\u00e9gorie. Pourtant, de nombreuses marques, surtout dans des march\\u00e9s locaux tr\\u00e8s concurrentiels, sous-investissent fortement en marque, car l\\u2019activation semble plus s\\u00e9curisante, plus rapide et plus facile \\u00e0 justifier. Le r\\u00e9sultat est pr\\u00e9visible : une croissance qui plafonne et un bassin d\\u2019acheteurs actifs qui r\\u00e9tr\\u00e9cit. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECe dont les sp\\u00e9cialistes du marketing ont besoin aujourd\\u2019hui, ce n\\u2019est pas de plus de th\\u00e9orie, mais d\\u2019une voie concr\\u00e8te et mesurable pour changer leur plan m\\u00e9dia de fa\\u00e7on responsable, sans perdre la confiance que les m\\u00e9dias de performance ont historiquement apport\\u00e9e. Cet article explique pr\\u00e9cis\\u00e9ment comment y parvenir, en combinant strat\\u00e9gie de marque, compr\\u00e9hension des audiences, orchestration omnicanale et cadre de mesure unifi\\u00e9 qui croise plusieurs m\\u00e9thodologies pour \\u00e9tablir une v\\u00e9rit\\u00e9 fiable. Avec ces outils en main, nous pouvons surmonter la crise actuelle de la marque. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELa puissance d\\u2019une marque forte \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes sp\\u00e9cialistes du marketing savent intuitivement que les marques fortes performent mieux, mais l\\u2019ampleur de l\\u2019influence de la marque sur la performance, et sur l\\u2019ensemble du processus de conversion, est souvent sous-estim\\u00e9e. De nombreuses \\u00e9tudes montrent que la pr\\u00e9f\\u00e9rence de marque ne fa\\u00e7onne pas seulement la notori\\u00e9t\\u00e9 ou la consid\\u00e9ration : elle am\\u00e9liore concr\\u00e8tement l\\u2019efficacit\\u00e9 de chaque canal de performance qui suit. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/www.nielsen.com\/news-center\/2022\/nielsen-report-finds-underspending-in-50-of-media-plans-jeopardizing-maximum-roi\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EUne analyse du ROI men\\u00e9e par Nielsen\\u003C\/a\\u003E a r\\u00e9v\\u00e9l\\u00e9 que l\\u2019ajout de tactiques de notori\\u00e9t\\u00e9 de marque \\u00e0 des activit\\u00e9s existantes de performance peut augmenter le ROI jusqu\\u2019\\u00e0 70 %. Lorsqu\\u2019une marque est connue et bien comprise, davantage de personnes la recherchent, les ench\\u00e8res en recherche payante deviennent moins co\\u00fbteuses, les taux de conversion augmentent et les bassins de reciblage s\\u2019\\u00e9largissent avec des prospects de meilleure qualit\\u00e9. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAutrement dit, la marque n\\u2019est pas une alternative \\u00e0 la performance. Elle en est le multiplicateur. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes marques fortes b\\u00e9n\\u00e9ficient aussi d\\u2019un plus grand pouvoir de fixation des prix, d\\u2019une acquisition client plus rapide et d\\u2019une valeur \\u00e0 vie plus \\u00e9lev\\u00e9e. Elles r\\u00e9duisent le co\\u00fbt de persuasion sur l\\u2019ensemble des canaux. Elles cr\\u00e9ent de la r\\u00e9silience face aux perturbations concurrentielles, aux cycles \\u00e9conomiques et \\u00e0 la volatilit\\u00e9 des plateformes. Elles diminuent la d\\u00e9pendance \\u00e0 des mod\\u00e8les d\\u2019attribution instables. Et, point crucial pour les marques multi-emplacements et les strat\\u00e9gies de la marque au local, elles permettent une coh\\u00e9rence et une efficacit\\u00e9 accrues \\u00e0 travers des centaines, voire des milliers de march\\u00e9s. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EInvestir dans les m\\u00e9dias de pour augmenter la notori\\u00e9t\\u00e9 de la marque n\\u2019est pas uniquement un pari \\u00e0 long terme. C\\u2019est un levier hautement mesurable de r\\u00e9sultats \\u00e0 court et \\u00e0 long terme, \\u00e0 condition de concevoir correctement l\\u2019\\u00e9cosyst\\u00e8me. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EAu commencement il y a l\\u2019audience \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPlanifier des initiatives plus t\\u00f4t dans le processus de conversion de fa\\u00e7on responsable exige une compr\\u00e9hension plus profonde des personnes que nous cherchons \\u00e0 influencer et de leur parcours d\\u00e9cisionnel. Cela signifie adopter une approche centr\\u00e9e sur l\\u2019audience, et non sur les canaux. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette d\\u00e9marche commence par une analyse rigoureuse des audiences et du paysage concurrentiel, en segmentant le march\\u00e9 selon les comportements, les motivations, les valeurs et les besoins non combl\\u00e9s. Trop souvent, les marques s\\u2019appuient sur de larges segments d\\u00e9mographiques ou sur des audiences d\\u00e9finies par les plateformes, ce qui masque la r\\u00e9alit\\u00e9 des comportements r\\u00e9els, tant en ligne que hors ligne. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe focus sur l\\u2019audience repose aussi sur l\\u2019utilisation intelligente des donn\\u00e9es primaires. La plupart des marques multi-emplacements disposent d\\u2019actifs de donn\\u00e9es riches, comme les donn\\u00e9es CRM, l\\u2019historique transactionnel, les programmes de fid\\u00e9lit\\u00e9 ou les donn\\u00e9es de point de vente, qui sont sous-exploit\\u00e9s pour g\\u00e9n\\u00e9rer des insights, et pas seulement pour le ciblage. En analysant ces signaux, nous identifions des cohortes \\u00e0 plus forte valeur, comprenons leur valeur \\u00e0 vie et rep\\u00e9rons des segments \\u00e0 fort potentiel de croissance. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 partir de l\\u00e0, nous cartographions le parcours client complet pour chaque segment prioritaire. L\\u2019objectif n\\u2019est pas de cr\\u00e9er un entonnoir lin\\u00e9aire g\\u00e9n\\u00e9rique, mais de comprendre quels contenus, quels canaux et quels moments influencent r\\u00e9ellement les comportements. Certains segments auront besoin de r\\u00e9cits \\u00e9motionnels t\\u00f4t dans le parcours, tandis que d\\u2019autres progresseront gr\\u00e2ce \\u00e0 du contenu leur permettant de solutionner un probl\\u00e8me. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEnfin, les indicateurs de performance doivent \\u00eatre align\\u00e9s sur ces \\u00e9tapes du parcours. Les contenus et m\\u00e9dias qui provoquent des changements en amont ne doivent pas \\u00eatre \\u00e9valu\\u00e9s selon des m\\u00e9triques de bas d\\u2019entonnoir. Ils doivent plut\\u00f4t \\u00eatre mesur\\u00e9s \\u00e0 l\\u2019aide d\\u2019indicateurs qui refl\\u00e8tent leur r\\u00f4le dans la pr\\u00e9paration \\u00e0 la conversion. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa planification centr\\u00e9e sur l\\u2019audience est simple en th\\u00e9orie, complexe en pratique. Mais bien ex\\u00e9cut\\u00e9e, elle garantit que nous investissons aupr\\u00e8s des bonnes personnes, avec les bons messages, aux bons moments, et elle jette les bases d\\u2019une mesure r\\u00e9ellement appliqu\\u00e9e sur l\\u2019ensemble du processus de conversion. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156669,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-10.png\\u0022 alt=\\u0022Carte montrant la couverture r\\u00e9seau dans le nord-est des \\u00c9tats-Unis, avec des zones en couleurs allant du vert au rouge selon les niveaux de connectivit\\u00e9, incluant les villes de Boston, Albany, et Montr\\u00e9al.\\u0022 class=\\u0022wp-image-156669\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EExemple de carte d\\u2019audiences \\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022left\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-left\\u0022\\u003E\\u003Cstrong\\u003EOrchestrer des exp\\u00e9riences omnicanales \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes consommateurs d\\u2019aujourd\\u2019hui naviguent sans effort entre les points de contact num\\u00e9riques et physiques. Ils recherchent en ligne, ach\\u00e8tent hors ligne, voient des messages locaux, sont expos\\u00e9s \\u00e0 des campagnes nationales et interagissent dans un nombre croissant d\\u2019environnements. Pour les rejoindre efficacement, nous devons orchestrer les m\\u00e9dias omnicanaux, et non g\\u00e9rer des campagnes canal par canal. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECela signifie d\\u00e9passer l\\u2019ancienne opposition entre \\u00ab le num\\u00e9rique pour l\\u2019acquisition \\u00bb et \\u00ab le hors ligne pour la marque \\u00bb. Nous avons besoin d\\u2019une vision connect\\u00e9e du comportement global du client : comment il d\\u00e9couvre la marque, comment il explore, comment il convertit et comment il revient. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019orchestration omnicanale nous permet surtout de comprendre la v\\u00e9ritable dynamique d\\u2019acquisition. Par exemple, une campagne num\\u00e9rique de prospection peut susciter l\\u2019int\\u00e9r\\u00eat, tandis que la conversion finale se produit en magasin. Sans mesure int\\u00e9gr\\u00e9e, le canal num\\u00e9rique est sous-\\u00e9valu\\u00e9. Avec une mesure unifi\\u00e9e, nous pouvons quantifier l\\u2019impact r\\u00e9el sur l\\u2019entreprise et optimiser en cons\\u00e9quence. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques multi-emplacements, la maturit\\u00e9 omnicanale est particuli\\u00e8rement cruciale. Les magasins, r\\u00e9gions ou franchis\\u00e9s peuvent vivre des parcours clients tr\\u00e8s diff\\u00e9rents. Pour harmoniser la strat\\u00e9gie d\\u2019entreprise et l\\u2019ex\\u00e9cution locale, il faut une colonne vert\\u00e9brale de mesure commune capable de comprendre les deux r\\u00e9alit\\u00e9s. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EUn cadre de mesure qui va au-del\\u00e0 du dernier clic \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour investir au-dessus de la ligne de performance de fa\\u00e7on responsable, les sp\\u00e9cialistes du marketing ont besoin de syst\\u00e8mes de mesure qui rendent l\\u2019investissement en marque aussi cr\\u00e9dible que les tactiques de bas d\\u2019entonnoir. Il n\\u2019existe pas de m\\u00e9trique miracle. Nous mettons plut\\u00f4t en place un cadre de mesure unifi\\u00e9, une approche multim\\u00e9thodes qui croise les insights et triangule la v\\u00e9rit\\u00e9, au lieu de miser sur un seul mod\\u00e8le. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EVarier les vagues m\\u00e9dia pour am\\u00e9liorer la pr\\u00e9cision des mod\\u00e8les \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa pr\\u00e9cision des MMM s\\u2019am\\u00e9liore lorsque les investissements m\\u00e9dias pr\\u00e9sentent une variation suffisante. Nous faisons intentionnellement varier les vagues de diffusion afin d\\u2019aider le mod\\u00e8le \\u00e0 lire l\\u2019impact plus clairement et \\u00e0 attribuer correctement la contribution de chaque canal. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes tests d\\u2019incr\\u00e9mentalit\\u00e9 : prouver ce qui est r\\u00e9ellement nouveau \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe MMM seul n\\u2019est pas assez rapide pour l\\u2019optimisation. Pour valider l\\u2019impact causal r\\u00e9el, nous utilisons des tests d\\u2019incr\\u00e9mentalit\\u00e9, incluant des groupes t\\u00e9moins d\\u2019audience, des exp\\u00e9riences g\\u00e9ographiques et des \\u00e9tudes de lift propres aux plateformes. Ces tests r\\u00e9pondent \\u00e0 la question cl\\u00e9 : que se serait-il pass\\u00e9 si la campagne n\\u2019avait pas \\u00e9t\\u00e9 diffus\\u00e9e ? \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes groupes t\\u00e9moins fournissent des lectures causales nettes des r\\u00e9sultats incr\\u00e9mentaux. Les tests g\\u00e9ographiques permettent de mesurer le lift \\u00e0 grande \\u00e9chelle sans suivi individuel. Cette approche nous fait passer de la corr\\u00e9lation \\u00e0 la causalit\\u00e9 et apporte le niveau de rigueur auquel les parties prenantes font confiance. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes mod\\u00e8les d\\u2019attribution : des signaux rapides pour optimiser \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019attribution, qu\\u2019elle soit bas\\u00e9e sur des r\\u00e8gles ou sur l\\u2019apprentissage automatique, demeure utile pour orienter les d\\u00e9cisions en temps r\\u00e9el, m\\u00eame si les changements li\\u00e9s \\u00e0 la confidentialit\\u00e9 r\\u00e9duisent sa pr\\u00e9cision absolue. En combinant attribution, MMM et tests d\\u2019incr\\u00e9mentalit\\u00e9, nous obtenons \\u00e0 la fois rapidit\\u00e9 et fiabilit\\u00e9. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEnsemble, ces composantes forment un syst\\u00e8me de mesure suffisamment robuste pour soutenir des investissements s\\u00e9rieux en marque, tout en conservant l\\u2019agilit\\u00e9 dont les \\u00e9quipes de performance ont besoin. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156676,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-11.png\\u0022 alt=\\u0022MMM: Diagramme sur la mod\\u00e9lisation \\u00e0 l\\u0027intelligence prescriptive, incluant des m\\u00e9thodes de raffinage comme la localisation, l\\u0027optimisation de la port\\u00e9e, le test d\\u0027incr\\u00e9mentalit\\u00e9, le test des rendements d\\u00e9croissants et les contr\\u00f4les environnementaux.\\u0022 class=\\u0022wp-image-156676\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:paragraph {\\u0022align\\u0022:\\u0022center\\u0022} --\\u003E\\u003Cp class=\\u0022has-text-align-center\\u0022\\u003E\\u003Cem\\u003EMMM: De la mod\\u00e9lisation \\u00e0 l\\u2019intelligence prescriptive\\u003C\/em\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EDu ROAS \\u00e0 la valeur \\u00e0 vie du client \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019obsession de l\\u2019industrie pour le ROAS a men\\u00e9 de nombreuses marques dans une impasse. Le ROAS est facile \\u00e0 calculer, facile \\u00e0 pr\\u00e9senter, et profond\\u00e9ment trompeur. Il survalorise les clients existants, sous-valorise la croissance nette et masque la qualit\\u00e9 des cohortes acquises. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ENous rempla\\u00e7ons la logique du \\u00ab ROAS seulement \\u00bb par un syst\\u00e8me fond\\u00e9 sur : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ele co\\u00fbt d\\u2019acquisition client (CAC) \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ela valeur \\u00e0 vie client (LTV) \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003Ela performance des cohortes dans le temps \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019analyse de cohortes montre comment diff\\u00e9rents canaux d\\u2019acquisition, cr\\u00e9ations et strat\\u00e9gies d\\u2019audience influencent la r\\u00e9tention, les achats r\\u00e9p\\u00e9t\\u00e9s et la croissance des revenus. Deux campagnes avec un ROAS identique peuvent g\\u00e9n\\u00e9rer des valeurs tr\\u00e8s diff\\u00e9rentes \\u00e0 90 jours ou \\u00e0 un an. En optimisant pour la LTV plut\\u00f4t que pour le revenu \\u00e0 court terme, on b\\u00e2tit une base de clients plus saine et plus rentable. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est particuli\\u00e8rement important pour les marques multi-emplacements, o\\u00f9 la valeur \\u00e0 vie client varie souvent de fa\\u00e7on significative selon les r\\u00e9gions. Une lecture de la LTV par emplacement met en lumi\\u00e8re des poches de croissance et permet une allocation m\\u00e9dia plus intelligente. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EDes indicateurs avanc\\u00e9s pour optimiser plus rapidement \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELa LTV est essentielle, mais elle se construit lentement. Pour rester agiles, nous identifions et validons des indicateurs avanc\\u00e9s, des signaux rapides qui corr\\u00e8lent avec les r\\u00e9sultats d\\u2019affaires \\u00e0 long terme. Ces indicateurs permettent d\\u2019optimiser les m\\u00e9dias de haut d\\u2019entonnoir presque en temps r\\u00e9el, tout en conservant une rigueur scientifique. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EParmi ces indicateurs : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Ela part de recherche\\u003C\/strong\\u003E, souvent un bon proxy de la part de march\\u00e9 \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Ela fr\\u00e9quentation et l\\u2019engagement sur le site web\\u003C\/strong\\u003E, notamment les visites r\\u00e9currentes et les comportements \\u00e0 forte intention \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Eles taux de compl\\u00e9tion vid\\u00e9o\\u003C\/strong\\u003E, qui indiquent la pertinence du contenu et sont souvent corr\\u00e9l\\u00e9s \\u00e0 une hausse des conversions \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Eles mesures de rappel et de consid\\u00e9ration \\u003C\/strong\\u003Ede marque issues de fournisseurs de sondages comme YouGov, Morning Consult, Dynata ou Harris Poll \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019enjeu n\\u2019est pas de choisir ces m\\u00e9triques, mais de valider qu\\u2019elles sont r\\u00e9ellement corr\\u00e9l\\u00e9es aux r\\u00e9sultats d\\u2019affaires qui comptent le plus. Une fois valid\\u00e9es, elles deviennent des outils pr\\u00e9cieux pour it\\u00e9rer rapidement sans compromettre la responsabilit\\u00e9 \\u00e0 long terme. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EInstaurer une culture d\\u2019exp\\u00e9rimentation en multipliant les tests \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes organisations marketing les plus performantes consid\\u00e8rent les tests non pas comme des projets ponctuels, mais comme une culture. DAC concr\\u00e9tise cette approche en int\\u00e9grant un analyste principal \\u00e0 chaque compte m\\u00e9dia, une d\\u00e9cision structurelle qui fait en sorte que la science des donn\\u00e9es et la planification m\\u00e9dia fonctionnent comme une seule \\u00e9quipe. Cela cr\\u00e9e une boucle de r\\u00e9troaction continue o\\u00f9 planificateurs et analystes con\\u00e7oivent les tests, les ex\\u00e9cutent, interpr\\u00e8tent les r\\u00e9sultats et r\\u00e9injectent les apprentissages dans la strat\\u00e9gie. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELes tests alimentent des feuilles de route d\\u2019apprentissage. Chaque trimestre, nous d\\u00e9finissons les incertitudes cl\\u00e9s \\u00e0 r\\u00e9soudre pour d\\u00e9bloquer la croissance : quelles audiences g\\u00e9n\\u00e8rent la plus forte LTV, quelles cr\\u00e9ations font progresser la consid\\u00e9ration, quels march\\u00e9s offrent le parcours d\\u2019achat le plus efficace. Chaque question devient une exp\\u00e9rience structur\\u00e9e. Le r\\u00e9sultat est un capital de connaissances cumulatif qui am\\u00e9liore le syst\\u00e8me marketing au fil du temps. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECette exp\\u00e9rimentation continue am\\u00e9liore non seulement la performance, mais renforce aussi la confiance organisationnelle, notamment en mati\\u00e8re d\\u2019investissement en marque, puisque chaque initiative est con\\u00e7ue avec une rigueur de mesure d\\u00e8s le d\\u00e9part. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EDes tableaux de bord pertinents pour les \\u00e9quipes nationales et locales \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques aux structures internes complexes, la transparence est aussi importante que la pr\\u00e9cision. Des tableaux de bord clairs, adapt\\u00e9s aux diff\\u00e9rents r\\u00f4les, permettent d\\u2019aligner toutes les parties prenantes, du chef des finances aux \\u00e9quipes terrain r\\u00e9gionales. Lorsque tout le monde voit la m\\u00eame v\\u00e9rit\\u00e9, pr\\u00e9sent\\u00e9e selon ses besoins, une culture unifi\\u00e9e d\\u2019optimisation s\\u2019installe. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes tableaux de bord relient les indicateurs de marque et de performance, les signaux d\\u2019attribution, les r\\u00e9sultats d\\u2019incr\\u00e9mentalit\\u00e9, les insights MMM et les indicateurs avanc\\u00e9s dans une vision coh\\u00e9rente. Ils permettent enfin de r\\u00e9pondre aux questions r\\u00e9currentes du conseil d\\u2019administration : qu\\u2019est-ce qui fonctionne, qu\\u2019est-ce qui ne fonctionne pas, qu\\u2019est-ce qui est incr\\u00e9mental et o\\u00f9 devrions-nous investir ensuite ? \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EVers la planification pr\\u00e9dictive de sc\\u00e9narios \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u00c0 mesure que les donn\\u00e9es s\\u2019accumulent et que les mod\\u00e8les MMM gagnent en maturit\\u00e9, nous passons de la mesure \\u00e0 la pr\\u00e9diction. La planification de sc\\u00e9narios permet d\\u2019anticiper les r\\u00e9sultats probables de diff\\u00e9rentes strat\\u00e9gies d\\u2019investissement : que se passe-t-il si nous r\\u00e9affectons 10 % du budget de recherche vers la vid\\u00e9o, si nous augmentons l\\u2019investissement dans nos audiences \\u00e0 plus forte LTV ou si nous renfor\\u00e7ons les investissements de marque dans des march\\u00e9s prioritaires ? \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ECes outils \\u00e9l\\u00e8vent le marketing au rang de levier strat\\u00e9gique pour l\\u2019ensemble de l\\u2019entreprise. Ils soutiennent la budg\\u00e9tisation au niveau financier, aident les chefs marketing \\u00e0 d\\u00e9fendre les investissements en marque et offrent aux dirigeants la confiance n\\u00e9cessaire pour prendre des d\\u00e9cisions \\u00e9clair\\u00e9es. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EConclusion: un syst\\u00e8me marketing qui prend de la valeur avec le temps \\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ERemonter dans l\\u2019entonnoir de fa\\u00e7on responsable ne signifie pas abandonner la performance. Il s\\u2019agit de concevoir un syst\\u00e8me marketing o\\u00f9 la marque amplifie la performance, et o\\u00f9 la mesure rend cet investissement cr\\u00e9dible et scalable. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EEn r\\u00e9unissant toutes les composantes, nous obtenons : \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Ela confiance n\\u00e9cessaire pour investir dans la croissance de la marque \\u00e0 long terme\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Ela preuve d\\u2019une valeur incr\\u00e9mentale fond\\u00e9e sur des exp\\u00e9riences et des mod\\u00e8les MMM\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Edes r\\u00e9ponses claires et pr\\u00eates pour la direction financi\\u00e8re\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Eune base de clients plus saine, avec une valeur \\u00e0 vie plus \\u00e9lev\\u00e9e\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Eune d\\u00e9pendance r\\u00e9duite \\u00e0 des mod\\u00e8les d\\u2019attribution instables et aux m\\u00e9triques d\\u00e9clar\\u00e9es par les plateformes\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:list --\\u003E\\u003Cul class=\\u0022wp-block-list\\u0022\\u003E\\u003C!-- wp:list-item --\\u003E\\u003Cli\\u003E\\u003Cstrong\\u003Eun syst\\u00e8me marketing qui accumule savoir, capacit\\u00e9s et r\\u00e9sultats au fil du temps\\u003C\/strong\\u003E \\u003C\/li\\u003E\\u003C!-- \/wp:list-item --\\u003E\\u003C\/ul\\u003E\\u003C!-- \/wp:list --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EC\\u2019est exactement ainsi que DAC propulse les grandes marques de consommation gr\\u00e2ce au marketing de la marque au local. Ensemble, nous ferons avancer votre marque avec un cadre con\\u00e7u pour la croissance, fond\\u00e9 sur la v\\u00e9rit\\u00e9 et pens\\u00e9 pour livrer des r\\u00e9sultats que vous pouvez pr\\u00e9senter en toute confiance au conseil d\\u2019administration. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"03 f\\u00e9vrier 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Brdiging-brand-and-performance-media-875x438-Blog1-1.jpg\",\"post\":{\"ID\":156608,\"post_author\":\"448\",\"post_date\":\"2026-02-03 16:23:17\",\"post_date_gmt\":\"2026-02-03 21:23:17\",\"post_title\":\"La marque\\u00a0comme\\u00a0multiplicateur\\u00a0de performance:\\u00a0\\u00a0une approche pour g\\u00e9n\\u00e9rer une croissance durable \\u00e0 court et \\u00e0 long terme\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"relier-marque-et-medias-de-performance\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-02-03 16:33:45\",\"post_modified_gmt\":\"2026-02-03 21:33:45\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/none\/\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"15\":{\"id\":156238,\"title\":\"Protocole UCP (Universal Commerce Protocol) :\\u00a0pourquoi votre marque doit parler \\u201cIA\\u201d couramment\\u00a0\\u00a0\",\"type\":\"post\",\"type_label\":\"blog\",\"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\":{\"content\":\"\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EOn d\\u00e9passe tranquillement l\\u2019\\u00e9poque o\\u00f9 l\\u2019IA se contentait de recommander des produits. \\u00c0 partir de maintenant, on entre dans un monde o\\u00f9 l\\u2019IA peut r\\u00e9ellement acheter des produits \\u00e0 votre place. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ELe \\u003Ca href=\\u0022https:\/\/ucp.dev\/\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003E\\u003Cem\\u003EUniversal Commerce Protocol (UCP)\\u003C\/em\\u003E\\u003C\/a\\u003E\\u003Cem\\u003E,\\u003C\/em\\u003E une nouvelle norme ouverte con\\u00e7ue pour r\\u00e9gler le plus gros casse-t\\u00eate du magasinage automatis\\u00e9 : l\\u2019interop\\u00e9rabilit\\u00e9. Plut\\u00f4t que de b\\u00e2tir du code sur mesure pour chaque vitrine transactionnelle, l\\u2019UCP cr\\u00e9e une fa\\u00e7on unifi\\u00e9e pour les agents IA, les services de paiement et les d\\u00e9taillants de communiquer entre eux. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESoutenu par des g\\u00e9ants comme Google, Shopify, Walmart, Stripe et Mastercard, ce protocole permet \\u00e0 un assistant IA de g\\u00e9rer tout le parcours, de la d\\u00e9couverte au paiement, sans avoir \\u00e0 apprendre un nouveau syst\\u00e8me pour chaque marchand. Il s\\u2019ajoute aux infrastructures existantes, ce qui veut dire que les marques n\\u2019ont pas \\u00e0 tout arracher et recommencer ; elles doivent simplement s\\u2019assurer que leurs syst\\u00e8mes communiquent efficacement. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:image {\\u0022id\\u0022:156230,\\u0022sizeSlug\\u0022:\\u0022full\\u0022,\\u0022linkDestination\\u0022:\\u0022none\\u0022} --\\u003E\\u003Cfigure class=\\u0022wp-block-image size-full\\u0022\\u003E\\u003Cimg src=\\u0022https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/image-24.png\\u0022 alt=\\u0022Une commande en ligne de valise Monos est pass\\u00e9e avec Google Pay, montrant les \\u00e9tapes de v\\u00e9rification, cr\\u00e9ation de compte et confirmation.\\u0022 class=\\u0022wp-image-156230\\u0022\/\\u003E\\u003C\/figure\\u003E\\u003C!-- \/wp:image --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003E\\u003Cstrong\\u003ESe lancer dans l\\u2019UCP \\u003C\/strong\\u003E \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvant m\\u00eame de toucher au code, il faut d\\u2019abord mettre de l\\u2019ordre dans sa maison, parce que la fondation doit \\u00eatre solide. \\u00c7a veut dire s\\u2019assurer que votre compte \\u003Ca href=\\u0022https:\/\/developers.google.com\/merchant\/ucp\/guides\/merchant-center\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003EMerchant Center\\u003C\/a\\u003E est enti\\u00e8rement configur\\u00e9, surtout les param\\u00e8tres de livraison, les politiques de retour et les flux de produits. Si les utilisateurs ne peuvent pas d\\u00e9couvrir vos produits ou comprendre vos conditions, l\\u2019IA ne pourra pas les acheter. Une fois que c\\u2019est fait, vous devrez vous inscrire sur la \\u003Ca href=\\u0022https:\/\/support.google.com\/merchants\/contact\/ucp_integration_interest\\u0022 target=\\u0022_blank\\u0022 rel=\\u0022noreferrer noopener\\u0022\\u003Eliste d\\u2019attente\\u003C\/a\\u003E et obtenir l\\u2019approbation explicite de Google pour \\u00eatre actif sur leurs surfaces IA. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAu c\\u0153ur de l\\u2019UCP, il y a la notion de pr\\u00e9visibilit\\u00e9. Il offre aux agents IA et aux marchands un guide standard pour tout le parcours d\\u2019achat : d\\u00e9couverte, v\\u00e9rification de l\\u2019inventaire, gestion du panier et paiement. Voici \\u00e0 quoi ressemble cette interaction en pratique :\\u003Cstrong\\u003E \\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E1. Le menu (publication des capacit\\u00e9s du marchand)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ED\\u2019abord, le marchand met ses cartes sur table. Il publie un profil de capacit\\u00e9s qui dit essentiellement : \\u00ab Voici ce que je suis capable de faire. \\u00bb On y retrouve sa capacit\\u00e9 \\u00e0 g\\u00e9rer la recherche de produits, les prix, les r\\u00e8gles de livraison et les modes de paiement. C\\u2019est un feu vert qui indique clairement aux agents IA quelles actions sont possibles. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E2. La poign\\u00e9e de main (d\\u00e9couverte et n\\u00e9gociation entre l\\u2019agent et le marchand)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EAvant d\\u2019essayer d\\u2019acheter quoi que ce soit, l\\u2019assistant IA lit ce profil. Il compare les r\\u00e8gles du commerce avec ses propres capacit\\u00e9s et n\\u00e9gocie la suite des choses. Ils peuvent s\\u2019entendre sur un portefeuille de paiement pr\\u00e9cis ou d\\u00e9terminer quelles parties du paiement seront g\\u00e9r\\u00e9es par l\\u2019agent et lesquelles resteront du c\\u00f4t\\u00e9 du marchand. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E3. Le gros du travail (ex\\u00e9cution des actions)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EUne fois l\\u2019entente conclue, l\\u2019IA se met \\u00e0 l\\u2019\\u0153uvre. Elle cherche le produit, v\\u00e9rifie s\\u2019il est en stock, applique un code promo au besoin et b\\u00e2tit le panier. Si l\\u2019IA frappe un mur, par exemple \\u00e0 cause d\\u2019une information manquante, l\\u2019UCP pr\\u00e9voit une fa\\u00e7on structur\\u00e9e de mettre le processus sur pause et de demander l\\u2019aide de l\\u2019utilisateur humain avant de reprendre. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E4. Le petit tapotement sur l\\u2019\\u00e9paule (gestion des interventions humaines)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019IA ne peut pas tout d\\u00e9cider. Parfois, il faut choisir une plage de livraison ou confirmer une adresse. L\\u2019UCP permet de faire remonter ces d\\u00e9cisions pr\\u00e9cises vers le client. Une fois la r\\u00e9ponse donn\\u00e9e, l\\u2019IA reprend le relais et compl\\u00e8te le processus. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003E5. La conclusion s\\u00e9curis\\u00e9e (paiements et s\\u00e9curit\\u00e9)\\u003C\/strong\\u003E \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EFinalement, la transaction doit \\u00eatre autoris\\u00e9e. L\\u2019UCP g\\u00e8re une n\\u00e9gociation s\\u00e9curis\\u00e9e pour d\\u00e9terminer quel portefeuille ou quel mode de paiement sera utilis\\u00e9. Point crucial : les paiements sont tokenis\\u00e9s et appuy\\u00e9s par un consentement v\\u00e9rifi\\u00e9, ce qui garantit que m\\u00eame si l\\u2019IA facilite la vente, la s\\u00e9curit\\u00e9 demeure aussi robuste qu\\u2019une transaction bancaire traditionnelle. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003E\\u003Cstrong\\u003EPourquoi l\\u2019UCP est important pour le SEO ?\\u003C\/strong\\u003E \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marketeurs, l\\u2019UCP envoie un signal tr\\u00e8s clair : les moteurs de recherche ne sont plus que des endroits o\\u00f9 les gens cliquent sur des liens \\u00e0 une couche transactionnelle : ils deviennent un endroit o\\u00f9 l\\u2019IA compl\\u00e8te la t\\u00e2che pour eux. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELes clics deviennent des achats\\u003C\/strong\\u003E : l\\u2019objectif n\\u2019est plus seulement d\\u2019amener un utilisateur sur votre site, mais de rendre votre produit d\\u00e9couvrable et achetable directement dans une interface IA. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELa structure des donn\\u00e9es devient votre nouvelle vitrine:\\u003C\/strong\\u003E si un agent IA ne peut pas lire vos donn\\u00e9es de prix, d\\u2019inventaire ou de livraison parce qu\\u2019elles ne sont pas structur\\u00e9es, vous \\u00eates invisible. Les marques avec des \\u003Ca href=\\u0022https:\/\/www.dacgroup.com\/fr\/services\/search-optimization\/search-engine-optimization\/seo-content\/\\u0022\\u003Edonn\\u00e9es propres et lisibles\\u003C\/a\\u003E par les machines seront celles que l\\u2019IA mettra de l\\u2019avant pour les requ\\u00eates \\u00e0 forte intention. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EOptimisation pour l\\u2019intention et la personnalisation\\u003C\/strong\\u003E : il n\\u2019est plus seulement question de se positionner sur des mots-cl\\u00e9s, mais de r\\u00e9pondre \\u00e0 des besoins complexes et personnels. Un utilisateur pourrait demander : \\u00ab Les meilleures chaussures de course pour pieds plats \\u00e0 un certain prix maximum, livrables d\\u2019ici vendredi. \\u00bb Pour gagner cette vente, votre flux de commerce doit \\u00eatre assez riche pour g\\u00e9rer ce niveau de personnalisation, en jumelant instantan\\u00e9ment l\\u2019inventaire non seulement \\u00e0 \\u00ab chaussures \\u00bb, mais aux contraintes uniques de cet utilisateur : le prix, l\\u2019ad\\u00e9quation (ex. soutien de la vo\\u00fbte plantaire) et la vitesse r\\u00e9elle de livraison. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003ELa nouvelle checklist SEO\\u003C\/strong\\u003E : les \\u00e9quipes SEO ne peuvent plus s\\u2019arr\\u00eater aux mots-cl\\u00e9s et aux backlinks. Le nouveau mandat, c\\u2019est la pr\\u00e9paration technique : inventaire en temps r\\u00e9el, attributs de produits clairs et capacit\\u00e9s transactionnelles interrogeables. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:heading {\\u0022level\\u0022:3} --\\u003E\\u003Ch3 class=\\u0022wp-block-heading\\u0022\\u003E\\u003Cstrong\\u003EEn conclusion\\u003C\/strong\\u003E \\u003C\/h3\\u003E\\u003C!-- \/wp:heading --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EL\\u2019UCP n\\u2019est pas qu\\u2019une sp\\u00e9cification technique ; c\\u2019est le d\\u00e9but de la prochaine g\\u00e9n\\u00e9ration du commerce \\u00e9lectronique. Il permet \\u00e0 l\\u2019IA d\\u2019agir comme un v\\u00e9ritable interm\\u00e9diaire, en \\u00e9liminant les frictions entre \\u00ab je veux \\u00e7a \\u00bb et \\u00ab commande confirm\\u00e9e \\u00bb. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003EPour les marques, le message est clair : la visibilit\\u00e9 est en train de changer. Il ne s\\u2019agit plus seulement de positionner des pages, mais de rendre vos donn\\u00e9es suffisamment accessibles pour qu\\u2019un agent IA puisse acheter votre produit avant m\\u00eame que le client visite votre site. \\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\\u003C!-- wp:paragraph --\\u003E\\u003Cp\\u003ESi vous voulez vous assurer que votre marque est pr\\u00eate pour ce virage, communiquez avec DAC. Nous aidons d\\u00e9j\\u00e0 nos clients \\u00e0 poser les bases d\\u2019une transition fluide vers l\\u2019\\u00e8re de l\\u2019UCP.\\u003C\/p\\u003E\\u003C!-- \/wp:paragraph --\\u003E\",\"event_date\":\"\",\"publish_date\":\"20 janvier 2026\",\"banner_content\":\"\",\"cta_label\":\"READ MORE\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Universal-Commerce-Protocol-875x438-Blog1.jpg\",\"post\":{\"ID\":156238,\"post_author\":\"340\",\"post_date\":\"2026-01-20 09:42:40\",\"post_date_gmt\":\"2026-01-20 14:42:40\",\"post_title\":\"Protocole UCP (Universal Commerce Protocol) :\\u00a0pourquoi votre marque doit parler \\u201cIA\\u201d couramment\\u00a0\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"universal-commerce-protocol-ia-commerce\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2026-01-21 04:50:25\",\"post_modified_gmt\":\"2026-01-21 09:50:25\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/none\/universal-commerce-protocol-ia-commerce\/\",\"menu_order\":0,\"post_type\":\"post\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"16\":{\"id\":148684,\"title\":\"TotalSERP : visibilit\\u00e9 \\u00e0 tous les niveaux\",\"type\":\"webinars\",\"type_label\":\"Webinar\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/webinaire-visibilite-totalserp\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp\\u003E\\u003Cb\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ETh\\u00e8mes abord\\u00e9s\\u003C\/span\\u003E\\u003C\/b\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022201341983\\u0022:0,\\u0022335557856\\u0022:16777215,\\u0022335559739\\u0022:0,\\u0022335559740\\u0022:420}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00227\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00225\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EComment l\\u2019IA, les recherches sans clic et les AI Overviews red\\u00e9finissent les r\\u00e9sultats de recherche sur Google \\u2013 et les cons\\u00e9quences pour les marques.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022201341983\\u0022:0,\\u0022335557856\\u0022:16777215,\\u0022335559739\\u0022:0,\\u0022335559740\\u0022:420}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00227\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00226\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EPourquoi une strat\\u00e9gie int\\u00e9gr\\u00e9e combinant le r\\u00e9f\\u00e9rencement payant, naturel et local est d\\u00e9sormais indispensable pour assurer une visibilit\\u00e9 maximale.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00227\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00227\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EComment TotalSERP aide \\u00e0 d\\u00e9crypter l\\u2019intention de recherche et \\u00e0 diffuser un contenu r\\u00e9ellement pertinent.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00227\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00228\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ELe r\\u00f4le strat\\u00e9gique des donn\\u00e9es, de l\\u2019automatisation et de l\\u2019IA dans la planification et l\\u2019optimisation de votre pr\\u00e9sence en ligne.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp\\u003E\\u003Cb\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EPrincipaux enseignements\\u003C\/span\\u003E\\u003C\/b\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022201341983\\u0022:0,\\u0022335557856\\u0022:16777215,\\u0022335559739\\u0022:0,\\u0022335559740\\u0022:420}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00222\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00225\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EPourquoi les approches classiques en r\\u00e9f\\u00e9rencement naturel ou en publicit\\u00e9 en ligne ne suffisent plus\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022201341983\\u0022:0,\\u0022335557856\\u0022:16777215,\\u0022335559739\\u0022:0,\\u0022335559740\\u0022:420}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00222\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00226\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EComment s\\u2019adapter aux nouveaux formats de pages de r\\u00e9sultats, comme les r\\u00e9sum\\u00e9s IA\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00222\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00227\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EUn cadre concret pour relier efficacement le r\\u00e9f\\u00e9rencement payant, naturel et local\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cul\\u003E\\u003Cli aria-setsize=\\u0022-1\\u0022 data-leveltext=\\u0022\\uf0b7\\u0022 data-font=\\u0022Symbol\\u0022 data-listid=\\u00222\\u0022 data-list-defn-props=\\u0022{\\u0022335552541\\u0022:1,\\u0022335559685\\u0022:720,\\u0022335559991\\u0022:360,\\u0022469769226\\u0022:\\u0022Symbol\\u0022,\\u0022469769242\\u0022:[8226],\\u0022469777803\\u0022:\\u0022left\\u0022,\\u0022469777804\\u0022:\\u0022\\uf0b7\\u0022,\\u0022469777815\\u0022:\\u0022hybridMultilevel\\u0022}\\u0022 data-aria-posinset=\\u00228\\u0022 data-aria-level=\\u00221\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EDes exemples concrets de marques ayant retrouv\\u00e9 leur visibilit\\u00e9 gr\\u00e2ce \\u00e0 TotalSERP\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp\\u003E\\u003Cspan data-teams=\\u0022true\\u0022\\u003E\\u003Cstrong\\u003ERemplissez le formulaire pour acc\\u00e9der \\u00e0 l\\u2019enregistrement du webinaire.\\u003C\/strong\\u003E\\u003C\/span\\u003E\\u003C\/p\\u003E\",\"event_date\":\"08 octobre 2025\",\"publish_date\":\"04 septembre 2025\",\"banner_content\":\"WATCH ON-DEMAND\",\"cta_label\":\"ACC\\u00c8S WEBINAR\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/Webinar-TotalSERP-418-x-250-px-2.png\",\"post\":{\"ID\":148684,\"post_author\":\"4\",\"post_date\":\"2025-09-04 11:49:51\",\"post_date_gmt\":\"2025-09-04 16:49:51\",\"post_title\":\"TotalSERP : visibilit\\u00e9 \\u00e0 tous les 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Village Startups accueillant 10 jeunes pousses prometteuses, et plus de 3 000 rendez-vous business planifi\\u00e9s sur trois jours.\\u003C\/p\\u003E\\u003Cp\\u003EDAC sera pr\\u00e9sent pour participer aux \\u00e9changes visant \\u00e0 concilier l\\u2019efficacit\\u00e9 de l\\u2019IA et une relation client empreinte d\\u2019empathie.\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPoints cl\\u00e9s :\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli\\u003EDes rendez-vous one-to-one personnalis\\u00e9s entre d\\u00e9cideurs et partenaires fournisseurs de solutions, avec le soutien d\\u2019un comit\\u00e9 \\u00e9ditorial pour un matching optimal.\\u003C\/li\\u003E\\u003Cli\\u003EDes sessions riches en contenu : conf\\u00e9rences, keynotes, tables rondes et ateliers anim\\u00e9s par des experts sur des th\\u00e8mes \\u00e9mergents tels que l\\u2019IA, la personnalisation \\u00e9motionnelle et la protection des donn\\u00e9es.\\u003C\/li\\u003E\\u003Cli\\u003EUn focus startups : 10 jeunes pousses en comp\\u00e9tition au sein du Village Startups, apportant un regard neuf et des innovations inspirantes.\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp\\u003E \\u003C\/p\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/www.1to1-experience-client.com\/en\\u0022\\u003E\\u003Cstrong\\u003EInscrivez-vous d\\u00e8s maintenant\\u003C\/strong\\u003E\\u003C\/a\\u003E\\u003C\/p\\u003E\",\"event_date\":\"30 septembre 2025\",\"publish_date\":\"29 ao\\u00fbt 2025\",\"banner_content\":\"\",\"cta_label\":\"En savoir plus\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website-1.png\",\"post\":{\"ID\":148754,\"post_author\":\"4\",\"post_date\":\"2025-08-29 10:24:30\",\"post_date_gmt\":\"2025-08-29 15:24:30\",\"post_title\":\"One to One IA \\u00d7 Exp\\u00e9rience Client \\u2013 Biarritz\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"one-to-one-ia-x-experience-client-biarritz\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2025-08-29 10:24:31\",\"post_modified_gmt\":\"2025-08-29 15:24:31\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=148754\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"18\":{\"id\":148737,\"title\":\"All4Customer Meetings \\u2013 Cannes\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/all-4-customer-meetings-cannes-dac\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp\\u003EAll4Customer Meetings revient \\u00e0 Cannes les 17 et 18 septembre 2025 avec son format de rendez-vous one-to-one \\u00e0 fort impact, lanc\\u00e9 en 2009 par Weyou Group, pens\\u00e9 pour g\\u00e9n\\u00e9rer des interactions business qualifi\\u00e9es dans les domaines du CX, de l\\u2019IA, du marketing digital, de l\\u2019e-commerce et de la data. Les participants b\\u00e9n\\u00e9ficient d\\u2019une plateforme digitale avanc\\u00e9e int\\u00e9grant un algorithme de matching exclusif, des outils d\\u2019analytique et des applications mobiles pour une organisation fluide et des insights en temps r\\u00e9el.\\u003Cbr \/\\u003E Au programme \\u00e9galement : des sessions pl\\u00e9ni\\u00e8res, des ateliers anim\\u00e9s par les exposants, ainsi que deux soir\\u00e9es networking, un cocktail de bienvenue le 16 septembre et une soir\\u00e9e de gala le 18 septembre. \\u003Cstrong\\u003EDAC sera pr\\u00e9sent sur place\\u003C\/strong\\u003E pour \\u00e9changer, partager des insights et explorer vos strat\\u00e9gies data orient\\u00e9es client.\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cstrong\\u003EPoints cl\\u00e9s :\\u003C\/strong\\u003E\\u003C\/p\\u003E\\u003Cul\\u003E\\u003Cli\\u003EDes rendez-vous one-to-one de 15 minutes, pr\\u00e9-qualifi\\u00e9s, entre d\\u00e9cideurs de haut niveau (CX, CRM, Digital, E-commerce, Data\/IA, PDG) et exposants.\\u003C\/li\\u003E\\u003Cli\\u003EDes moments networking de grande valeur avec cocktails et soir\\u00e9e de gala favorisant les \\u00e9changes informels.\\u003C\/li\\u003E\\u003Cli\\u003EUn contenu riche via les pl\\u00e9ni\\u00e8res et ateliers, soutenu par la technologie exclusive de matching et d\\u2019analytique de Weyou.\\u003C\/li\\u003E\\u003C\/ul\\u003E\\u003Cp\\u003E \\u003C\/p\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/www.all4customer-meetings.fr\/en\\u0022\\u003E\\u003Cstrong\\u003EEn savoir plus\\u003C\/strong\\u003E\\u003C\/a\\u003E\\u003C\/p\\u003E\",\"event_date\":\"17 septembre 2025\",\"publish_date\":\"29 ao\\u00fbt 2025\",\"banner_content\":\"\",\"cta_label\":\"En savoir plus\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website.png\",\"post\":{\"ID\":148737,\"post_author\":\"4\",\"post_date\":\"2025-08-29 10:12:13\",\"post_date_gmt\":\"2025-08-29 15:12:13\",\"post_title\":\"All4Customer Meetings \\u2013 Cannes\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"all-4-customer-meetings-cannes-dac\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2025-08-29 10:25:39\",\"post_modified_gmt\":\"2025-08-29 15:25:39\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=148737\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}},\"19\":{\"id\":129471,\"title\":\"DAC participera au Digital 1to1 Summer 2025\\u00a0\",\"type\":\"events\",\"type_label\":\"Event\",\"link\":\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/dac-participera-au-digital-1to1-summer\/\",\"taxonomy\":\"\",\"topics\":[],\"related_info\":{\"content\":\"\\u003Cp\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ENous sommes ravis d\\u2019annoncer que DAC participera au \\u003Ca href=\\u0022https:\/\/digital1to1.com\/en\/summer-2\/\\u0022\\u003EDigital 1to1 Summer\\u003C\/a\\u003E, qui se tiendra les 18 et 19 juin 2025 \\u00e0 l\\u2019h\\u00f4tel Meli\\u00e1 Villaitana, un complexe exclusif situ\\u00e9 sur la magnifique Costa Blanca, \\u00e0 quelques minutes de Benidorm, entre mer et montagne.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022134233117\\u0022:false,\\u0022134233118\\u0022:false,\\u0022335551550\\u0022:0,\\u0022335551620\\u0022:0,\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ECet \\u00e9v\\u00e9nement r\\u00e9unit les leaders du commerce digital et du marketing d\\u2019Espagne, du Portugal, de France et d\\u2019Italie pour deux jours d\\u2019innovation, de networking de haut niveau et de rendez-vous 1to1 dans un cadre unique et d\\u00e9tendu.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022134233117\\u0022:false,\\u0022134233118\\u0022:false,\\u0022335551550\\u0022:0,\\u0022335551620\\u0022:0,\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ENos \\u00e9quipes de DAC Iberia et DAC France seront pr\\u00e9sentes pour rencontrer les acteurs majeurs du secteur et explorer comment les marques peuvent anticiper l\\u2019avenir du marketing gr\\u00e2ce \\u00e0 des strat\\u00e9gies m\\u00e9dia sur l\\u2019ensemble du parcours client, \\u00e0 la gestion de la pr\\u00e9sence locale et \\u00e0 l\\u2019activation intelligente des donn\\u00e9es.\\u003C\/span\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022134233117\\u0022:false,\\u0022134233118\\u0022:false,\\u0022335551550\\u0022:0,\\u0022335551620\\u0022:0,\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EVous souhaitez faire \\u00e9voluer votre strat\\u00e9gie digitale, optimiser votre pr\\u00e9sence locale ou d\\u00e9couvrir de nouvelles opportunit\\u00e9s gr\\u00e2ce \\u00e0 la technologie marketing ?\\u003C\/span\\u003E\\u003Cbr \/\\u003E\\u003Cb\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003ERencontrons-nous \\u00e0 Villaitana !\\u003C\/span\\u003E\\u003C\/b\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022134233117\\u0022:false,\\u0022134233118\\u0022:false,\\u0022335551550\\u0022:0,\\u0022335551620\\u0022:0,\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Ca href=\\u0022https:\/\/digital1to1.com\/en\/summer-2\/\\u0022\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EEn savoir plus sur l\\u2019\\u00e9v\\u00e9nement\\u003C\/span\\u003E\\u003C\/a\\u003E\\u003C\/p\\u003E\\u003Cp\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EEnvie de planifier un rendez-vous sur place ?\\u003C\/span\\u003E\\u003Cbr \/\\u003E\\u003Cb\\u003E\\u003Cspan data-contrast=\\u0022auto\\u0022\\u003EContactez-nous pour organiser une rencontre 1to1.\\u003C\/span\\u003E\\u003C\/b\\u003E\\u003Cspan data-ccp-props=\\u0022{\\u0022134233117\\u0022:false,\\u0022134233118\\u0022:false,\\u0022335551550\\u0022:0,\\u0022335551620\\u0022:0,\\u0022335559738\\u0022:240,\\u0022335559739\\u0022:240}\\u0022\\u003E \\u003C\/span\\u003E\\u003C\/p\\u003E\",\"event_date\":\"18 juin 2025\",\"publish_date\":\"16 juin 2025\",\"banner_content\":\"\",\"cta_label\":\"En savoir plus\"},\"image\":\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/05\/Event-image-for-the-website-4.png\",\"post\":{\"ID\":129471,\"post_author\":\"4\",\"post_date\":\"2025-06-16 04:23:39\",\"post_date_gmt\":\"2025-06-16 09:23:39\",\"post_title\":\"DAC participera au Digital 1to1 Summer 2025\\u00a0\",\"post_excerpt\":\"\",\"post_status\":\"publish\",\"comment_status\":\"closed\",\"ping_status\":\"closed\",\"post_password\":\"\",\"post_name\":\"dac-participera-au-digital-1to1-summer\",\"to_ping\":\"\",\"pinged\":\"\",\"post_modified\":\"2025-06-16 04:26:44\",\"post_modified_gmt\":\"2025-06-16 09:26:44\",\"post_content_filtered\":\"\",\"post_parent\":0,\"guid\":\"https:\/\/www.dacgroup.com\/?post_type=events\\u0026#038;p=129471\",\"menu_order\":0,\"post_type\":\"events\",\"post_mime_type\":\"\",\"comment_count\":\"0\",\"filter\":\"raw\"}}};\n    window.generateCardForPosts = function(post, mainPostCtaLabel = 'READ MORE')\n    {\n        \/\/ Helper function to get SVG icons\n        const getSvgIcon = (type) => {\n            const icons = {\n                calendar: `<svg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'>\n                <path d='M19.9999 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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='white' \/>\n            <\/svg>`,\n                user: `<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 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='white' \/>\n            <\/svg>`,\n                clock: `<svg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'>\n                <path fill-rule='evenodd' clip-rule='evenodd' d='M12 4.20483C16.4177 4.20483 20 7.78648 20 12.2048C20 16.6232 16.4184 20.2048 12 20.2048C7.58232 20.2048 4 16.6232 4 12.2048C4 7.78648 7.58232 4.20483 12 4.20483ZM11.3171 8.72054V12.2053C11.3171 12.458 11.4539 12.6784 11.6579 12.7968L14.6039 14.4987C14.9309 14.6882 15.3493 14.5763 15.5388 14.2493C15.7283 13.9224 15.6164 13.5039 15.2894 13.3145L12.6828 11.8092V8.72035C12.6828 8.34272 12.3775 8.03746 11.9999 8.03746C11.6222 8.03746 11.317 8.34338 11.317 8.72035L11.3171 8.72054ZM16.6875 7.51791C14.0987 4.92911 9.90203 4.92911 7.31323 7.51791C4.72443 10.106 4.72443 14.3034 7.31323 16.8922C9.90136 19.481 14.0987 19.481 16.6875 16.8922C19.2763 14.3034 19.2763 10.1067 16.6875 7.51791Z' fill='white' \/>\n            <\/svg>`,\n                arrow: `<svg width='24' height='17' viewBox='0 0 24 17' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'>\n                <path d='M19.7303 9.46276L14.8759 14.7137C14.5429 15.074 14.5429 15.6298 14.876 15.99C15.2481 16.3924 15.8842 16.3924 16.2563 15.9899L23.1809 8.49991L16.2563 1.00988C15.8842 0.607416 15.2481 0.607379 14.876 1.0098C14.5429 1.37001 14.5429 1.92582 14.8759 2.28607L19.7303 7.53683H0.962963C0.431133 7.53683 0 7.96796 0 8.49979C0 9.03162 0.431133 9.46276 0.962963 9.46276H19.7303Z' fill='#171616'\/>\n            <\/svg>`\n            };\n            return icons[type] || '';\n        };\n\n        \/\/ Helper function to get card colors (you'll need to implement this based on your logic)\n        const getPostCardColors = (type) => {\n            const colorMap = {\n                'webinars': {\n                    bg: '#FCD48D',\n                    text: '#171616'\n                },\n                'events': {\n                    bg: '#C7F2B3',\n                    text: '#171616'\n                },\n                'post': {\n                    bg: '#363534',\n                    text: '#FFFFFF'\n                },\n                'blog': {\n                    bg: '#363534',\n                    text: '#FFFFFF'\n                },\n                'series': {\n                    bg: '#ACD8F3',\n                    text: '#171616'\n                },\n                'whitepapers': {\n                    bg: '#FABFBF',\n                    text: '#171616'\n                },\n            };\n            return colorMap[type] || {\n                bg: '#6B7280',\n                text: '#171616'\n            };\n        };\n\n        \/\/ Extract data from post object\n        const author = post.author || '';\n        const publishDate = post.related_info?.publish_date || '';\n        const eventDate = post.related_info?.event_date || '';\n        const readingTime = post.reading_time || '';\n        const difficulty = post.difficulty || '';\n        const bannerContent = post.related_info?.banner_content || '';\n        const ctaLabel = post.related_info?.cta_label || mainPostCtaLabel;\n\n        \/\/ Determine which date to use\n        let displayDate = publishDate;\n        if (post.type === 'events' || post.type === 'webinars') {\n            displayDate = eventDate;\n        }\n\n        const colors = getPostCardColors(post.type);\n        const isPost = post.type_label === 'post' || post.type_label === 'blog';\n\n        \/\/ Build HTML using template literals\n        const cardHtml = `\n        <div class='post-card generated-post-card'>\n            <div class='title' style='background: ${colors.bg}; color: ${colors.text}'>\n                ${post.type_label || ''}\n            <\/div>\n\n            ${post.image ? `\n                <div class='image-container position-relative'>\n                    <img src='${post.image}' alt='${post.title || ''}' loading='lazy'>\n                    ${bannerContent ? `\n                        <span class='banner-content position-absolute text-white' style='left:4px; bottom: 4px; padding: 10px; border-radius: 5px; background: #171616B2;'>\n                            ${bannerContent}\n                        <\/span>\n                    ` : ''}\n                <\/div>\n            ` : ''}\n\n            <div class='flex flex-col post-content'>\n                <a href='${post.link || '#'}'>\n                    ${post.title || ''}\n                <\/a>\n\n                <div class='post-related-tags mt-0'>\n                    ${displayDate ? `\n                        <div class='post-date text-white'>\n                            <span class='d-inline-block'>\n                                ${getSvgIcon('calendar')}\n                            <\/span>\n                            ${displayDate}\n                        <\/div>\n                    ` : ''}\n\n                    ${author && isPost ? `\n                        <div class='post-author text-white'>\n                            <span class='d-inline-block'>\n                                ${getSvgIcon('user')}\n                            <\/span>\n                            ${author}\n                        <\/div>\n                    ` : ''}\n\n                    ${readingTime && isPost && false ? `\n                        <div class='post-reading-duration text-white'>\n                            <span class='d-inline-block'>\n                                ${getSvgIcon('clock')}\n                            <\/span>\n                            ${readingTime}\n                        <\/div>\n                    ` : ''}\n                <\/div>\n\n                <div class='post-topic-tags'>\n                    ${post.topics ? post.topics.map((topic, index) => `\n                        <a href='${topic.url || '#'}'>${topic.name || ''}<\/a>\n                        ${index < post.topics.length - 1 ? '<span class=\\'item-separator\\'>|<\/span>' : ''}\n                    `).join('') : ''}\n                <\/div>\n\n                <!-- CTA Button (currently disabled in PHP, uncomment if needed) -->\n                <!-- \n                <a href='${post.link || '#'}' class='redirection-button'>\n                    <span class='d-inline-block'>\n                        ${ctaLabel}\n                    <\/span>\n                    <span class='d-inline-flex align-items-center justify-content-center'>\n                        ${getSvgIcon('arrow')}\n                    <\/span>\n                <\/a>\n                -->\n            <\/div>\n        <\/div>\n    `;\n\n        return cardHtml;\n    }\n<\/script>\n\n<section\n    x-data=\"{\n        lastValidIndex: 13,\n        originalPosts: window.encodedPosts,\n        showLoadMoreButton: true,\n        showLoadMoreMobileButton: true,\n        selectedLabel: window.see_all_label || 'SEE ALL',\n        activeType: 'all',\n        currentCategory: 'all',\n        isMenuShowing: false,\n        showMobilePosts: false,\n        isLoading: false,\n        showMorePosts: false,\n        activeFilter: 'all',\n        showMoreCategories: true,\n        maxVisible: 4,\n        currentLanguage: 'fr',\n        async search() {\n            this.isLoading = true;\n            const url = new URL(\n                '\/wp-json\/custom\/v1\/posts-by-category',\n                window.location.origin + '\/site'\n            );\n\n            url.searchParams.set('lang', this.currentLanguage);\n            url.searchParams.set('category', this.currentCategory);\n\n            try {\n                const response = await fetch(url.toString());\n                const data = await response.json();\n                this.updateArticles(data);\n                this.isLoading = false;\n            } catch (error) {\n                this.isLoading = false;\n            }\n        },\n        setSelectedLabel(label) {\n            if(!label) {\n                return;\n            }\n\n            this.selectedLabel = label.toUpperCase();\n        },\n        async setActiveType(type = 'all', label = '') {\n            if (type === this.currentCategory) {\n                return;\n            }\n\n            this.setSelectedLabel(label);\n            this.currentCategory = type;\n            this.setMenuVisibleTo(false);\n            if(type == 'all')\n            {\n                this.updateArticles(this.originalPosts);\n                return;\n            }\n\n            await this.search();\n        },\n        handleTopSubmission() {\n            const form = document.querySelector('[data-newsletter-form]');\n            if (form) {\n                form.dispatchEvent(new Event('submit'));\n            }\n        },\n        loadMorePosts() {\n            this.showMorePosts = true;\n        },\n        updateArticles(articles) {\n            this.updateMainArticle(articles[0]);\n            this.updateArticleCards(articles.slice(1));\n        },\n        updateMainArticle(article) {\n            const mainArticleImageContainer = document.getElementById('main-article-image-container');\n            \/\/ data-category\n            mainArticleImageContainer.dataset.category = article.type_label.toUpperCase();\n\n            const mainArticleImage = document.getElementById('main-article-image');\n            mainArticleImage.src = article.image;\n            if(!!mainArticleImageContainer.style.backgroundImage)\n            {\n                mainArticleImageContainer.style.backgroundImage =  `url(${article.image})`;\n            }\n\n            const mainArticleTitle = document.getElementById('main-article-title');\n            mainArticleTitle.href = article.link;\n            mainArticleTitle.textContent = article.title;\n\n            const mainArticleDate = document.getElementById('main-article-date');\n            if(article.related_info.event_date)\n            {\n                mainArticleDate.textContent = article.related_info.event_date;\n            }\n            else\n            {\n                mainArticleDate.textContent = article.related_info.publish_date;\n            }\n\n            const mainArticleContent = document.getElementById('main-article-text-content');\n            mainArticleContent.innerHTML = article.related_info.content;\n\n            const mainArticleCTA = document.getElementById('main-article-cta');\n            mainArticleCTA.href = article.link\n        },\n        updateArticleCards(articles) {\n            \/\/desktop\n            const post_cards = document.querySelectorAll('.desktop [data-card]');\n            const cardMap = Array.from(post_cards).reduce((acc, value) =>\n            {\n                acc[value.dataset.card] = value;\n                return acc;\n            }, {})\n\n            const articleCount = articles.length;\n            const cardCount = Array.from(post_cards).length;\n            let lastValidIndex = 0;\n            for(let i = 0; i < cardCount; i++)\n            {\n                const cardIndex = i + 1;\n                const card = cardMap[cardIndex];\n                const isValidIndex = !isGreaterThan(cardIndex, articleCount);\n                if(isValidIndex)\n                {\n                    lastValidIndex = cardIndex;\n                    card.innerHTML = generateCardForPosts(articles[i]);\n                    if(card.classList.contains('d-none'))\n                    {\n                        card.classList.remove('d-none');\n                    }\n                }\n                else\n                {\n                    card.classList.add('d-none');\n                }\n            }\n\n            this.showLoadMoreButton = 12 < lastValidIndex;\n            \n            \/\/ mobile\n            const mobile_post_cards = document.querySelectorAll('.mobile [data-card]');\n            const mobileCardMap = Array.from(mobile_post_cards).reduce((acc, value) =>\n            {\n                acc[value.dataset.card] = value;\n                return acc;\n            }, {})\n\n            const mobileCardCount = Array.from(mobile_post_cards).length;\n            let lastValidMobileIndex = 0;\n            for(let i = 0; i < mobileCardCount; i++)\n            {\n                const cardIndex = i + 1;\n                const card = mobileCardMap[cardIndex];\n                const isValidIndex = !isGreaterThan(cardIndex, articleCount);\n                if(isValidIndex)\n                {\n                    lastValidMobileIndex = cardIndex;\n                    card.innerHTML = generateCardForPosts(articles[i]);\n                    if(card.classList.contains('d-none'))\n                    {\n                        card.classList.remove('d-none');\n                    }\n                }\n                else\n                {\n                    card.classList.add('d-none');\n                }\n            }\n\n            this.showLoadMoreMobileButton = 5 < lastValidIndex;\n        },\n        setMenuVisibleTo(isVisible){\n            this.isMenuShowing = isVisible;\n        },\n    }\"\n    data-language=\"fr\"\n    data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"\n    class=\"d-flex flex-column align-items-center\"\n    id=\"event-filter\">\n\n    <div class=\"d-flex flex-row w-100 max-w-1400\" data-role=\"resouce-filter\">\n        <!-- Resouce Filter -->\n        <div class=\"d-flex flex-row\">\n                                                <button @click=\"activeFilter = '';\" class=\"selected\">\n                        <a class=\"text-decoration-none\" href=\"#\">\n                            Tout                        <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/fr\/insights\/blog\/\">\n                            Blogue                         <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/fr\/discover\/white-papers\/\">\n                            Livres blancs                         <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/fr\/insights\/series\/\">\n                            S\u00e9ries                         <\/a>\n                    <\/button>\n                                                                <button @click=\"activeFilter = '';\" class=\"\">\n                        <a class=\"text-decoration-none\" href=\"\/fr\/insights\/events\/\">\n                            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                   <\/a>\n                    <\/button>\n                                    <\/div>\n    <\/div>\n\n    <div data-role=\"image-title\" style=\"max-width: 1327px;\">\n        <h3 class=\"title\">\n            Contenu \u00e0 la une        <\/h3>\n    <\/div>\n\n    <div data-role=\"topic-filter-container\" class=\"max-w-1400 pt-0\">\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\n                    <button class=\"topic-button\" :class=\"currentCategory == 'all' ? 'active' : ''\" @click=\"setActiveType('all', 'SEE ALL')\">\n                    TOUS                    <\/button>\n\n                                            <button\n                            data-index=\"0\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 0ms;\"\n                            x-show=\"showMoreCategories || 0 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'paid-media' ? 'active' : ''\"\n                            @click=\"setActiveType('paid-media', 'M\u00e9dias Payants')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            M\u00e9dias Payants                        <\/button>\n                                            <button\n                            data-index=\"1\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 50ms;\"\n                            x-show=\"showMoreCategories || 1 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'search-optimization' ? 'active' : ''\"\n                            @click=\"setActiveType('search-optimization', 'Optimisation de la recherche')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            Optimisation de la recherche                        <\/button>\n                                            <button\n                            data-index=\"2\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 100ms;\"\n                            x-show=\"showMoreCategories || 2 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'local-search' ? 'active' : ''\"\n                            @click=\"setActiveType('local-search', 'La Recherche Locale')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            La Recherche Locale                        <\/button>\n                                            <button\n                            data-index=\"3\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 150ms;\"\n                            x-show=\"showMoreCategories || 3 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'strategy' ? 'active' : ''\"\n                            @click=\"setActiveType('strategy', 'Strat\u00e9gie')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            Strat\u00e9gie                        <\/button>\n                                            <button\n                            data-index=\"4\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 200ms;\"\n                            x-show=\"showMoreCategories || 4 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'creative' ? 'active' : ''\"\n                            @click=\"setActiveType('creative', 'Cr\u00e9ative')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            Cr\u00e9ative                        <\/button>\n                                            <button\n                            data-index=\"5\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 250ms;\"\n                            x-show=\"showMoreCategories || 5 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'analytics' ? 'active' : ''\"\n                            @click=\"setActiveType('analytics', 'Analytique Web')\"\n                            x-show=\"showMoreCategories || index < maxVisible\">\n                            Analytique Web                        <\/button>\n                                            <button\n                            data-index=\"6\"\n                            x-transition:enter=\"transition ease-out duration-300\"\n                            x-transition:enter-start=\"opacity-0 transform translate-y-2\"\n                            x-transition:enter-end=\"opacity-100 transform translate-y-0\"\n                            style=\"transition-delay: 300ms;\"\n                            x-show=\"showMoreCategories || 6 < maxVisible\"\n                            class=\"topic-button\"\n                            :class=\"currentCategory == 'development' ? 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                    <path fill-rule=\"evenodd\" clip-rule=\"evenodd\"\n                                        d=\"M16.0247 9.22553H4.08469L6.93291 12.3063C7.24353 12.6423 7.2435 13.1607 6.93285 13.4966C6.58578 13.8719 5.99253 13.8719 5.64551 13.4965L0.872194 8.33348L5.64551 3.17041C5.99253 2.79506 6.58578 2.79503 6.93285 3.17034C7.2435 3.50628 7.24354 4.02464 6.93293 4.36063L4.08465 7.44158H16.0247C16.5173 7.44158 16.9166 7.84093 16.9166 8.33355C16.9166 8.82618 16.5173 9.22553 16.0247 9.22553Z\"\n                                        fill=\"#363534\" \/>\n                                <\/svg>\n                            <\/span>\n                            Back\n                        <\/li>\n                        <li @click=\"setActiveType('all', 'SEE ALL')\" role=\"button\">\n                        TOUS                        <\/li>\n\n                                                    <li role=\"button\" @click=\"setActiveType('paid-media', 'M\u00e9dias Payants')\">\n                                M\u00e9dias Payants                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('search-optimization', 'Optimisation de la recherche')\">\n                                Optimisation de la recherche                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('local-search', 'La Recherche Locale')\">\n                                La Recherche Locale                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('strategy', 'Strat\u00e9gie')\">\n                                Strat\u00e9gie                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('creative', 'Cr\u00e9ative')\">\n                                Cr\u00e9ative                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('analytics', 'Analytique Web')\">\n                                Analytique Web                            <\/li>\n                                                    <li role=\"button\" @click=\"setActiveType('development', 'D\u00e9veloppement')\">\n                                D\u00e9veloppement                            <\/li>\n                                            <\/ul>\n                <\/div>\n\n            <\/aside>\n            <\/div>\n\n    \n        <div data-role=\"main-article\" class=\"hub-page\" style=\"max-width: 1327px;\">\n            <div\n                id=\"main-article-image-container\"\n                data-category=\"EVENT\"\n                class=\"position-relative main-post-image-container \"\n                style=\"background-image: url(https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png);\">\n                <img decoding=\"async\" id=\"main-article-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\" alt=\"main article image\">\n            <\/div>\n\n            <div class=\"main-post-content-container\">\n                <div class=\"main-post-topics\">\n                    \n                <\/div>\n\n                <div class=\"d-flex flex-column\" style=\"gap: 25px;\">\n                    <a id=\"main-article-title\" class=\"main-post-title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/dac-au-shoptalk-europe-2026\/\">\n                        DAC au Shoptalk Europe 2026                    <\/a>\n\n                    <div class=\"post-related-tags mt-0\">\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                                <span id=\"main-article-date\">\n                                    09 juin 2026                                <\/span>\n                            <\/div>\n                        \n                        \n                                            <\/div>\n                <\/div>\n\n                <div class=\"main-post-text-content\">\n                    <p>\n                        <span id=\"main-article-text-content\">\n                            <p data-start=\"453\" data-end=\"574\">DAC participera au <strong data-start=\"472\" data-end=\"496\">Shoptalk Europe 2026<\/strong>, qui se tiendra les <strong data-start=\"517\" data-end=\"573\">9, 10 et 11 juin 2026 \u00e0 la Fira Gran Via \u00e0 Barcelone<\/strong>.<\/p><p data-start=\"576\" data-end=\"955\">Shoptalk Europe est l\u2019un des rendez-vous majeurs du retail en Europe. L\u2019\u00e9v\u00e9nement rassemble des d\u00e9cideurs de grandes enseignes, des pure players, des marketplaces, des acteurs technologiques et des experts du marketing pour d\u00e9crypter les tendances qui transforment le commerce : retail media, intelligence artificielle, data, exp\u00e9rience client omnicanale et performance business.<\/p><p data-start=\"957\" data-end=\"1154\">Pendant trois jours, conf\u00e9rences strat\u00e9giques, tables rondes et rencontres qualifi\u00e9es permettront d\u2019\u00e9changer sur les nouveaux mod\u00e8les de croissance et les leviers d\u2019activation les plus performants.<\/p><p data-start=\"1156\" data-end=\"1311\">En tant qu\u2019agence full-funnel sp\u00e9cialis\u00e9e en performance m\u00e9dia et en strat\u00e9gie de pr\u00e9sence locale, DAC se r\u00e9jouit de participer aux discussions autour de :<\/p><ul><li data-start=\"1315\" data-end=\"1386\">L\u2019\u00e9volution des strat\u00e9gies de retail media et d\u2019activation omnicanale<\/li><li data-start=\"1389\" data-end=\"1459\">Les nouveaux frameworks de mesure dans un environnement post-cookies<\/li><li data-start=\"1462\" data-end=\"1538\">La d\u00e9couvrabilit\u00e9 des points de vente et l\u2019impact sur le trafic en magasin<\/li><li data-start=\"1541\" data-end=\"1605\">L\u2019exploitation de la data pour piloter la performance business<\/li><li data-start=\"1608\" data-end=\"1679\">Les strat\u00e9gies de croissance \u00e0 l\u2019\u00e9chelle europ\u00e9enne et internationale<\/li><\/ul><p data-start=\"1681\" data-end=\"1749\">Nos \u00e9quipes seront pr\u00e9sentes sur place et disponibles pour \u00e9changer.<\/p><p data-start=\"1751\" data-end=\"1900\">Si vous participez au Shoptalk Europe 2026, nous serions ravis de vous rencontrer \u00e0 Barcelone pour discuter de vos enjeux et ambitions de croissance.<\/p><p data-start=\"1751\" data-end=\"1900\"><a href=\"https:\/\/europe.shoptalk.com\/agendas\/2026-agenda\">En savoir plus sur l\u2019\u00e9v\u00e9nement ici<\/a><\/p>                        <\/span>\n                    <\/p>\n                <\/div>\n\n                <a id=\"main-article-cta\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/dac-au-shoptalk-europe-2026\/\" class=\"custom-cta\">\n                    En savoir plus                <\/a>\n            <\/div>\n\n        <\/div>\n\n    \n    <div data-role=\"category-content-result-container\" style=\"max-width: 1327px;\" class=\"w-full\">\n        <div class=\"content-list d-flex flex-column flex-lg-row w-100\" :class=\"{'show-more-posts': window.or(showMorePosts, !showLoadMoreButton)}\">\n\n            <!-- DESKTOP POSTS START-->\n            <div class=\"desktop d-none d-lg-flex flex-lg-column content-column\" data-cards=\"1|4|7|10\">\n                <span data-card=\"1\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg\" alt=\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\/\">\n                    Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                04 juin 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"4\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"Le virage YouTube que les marques ne peuvent plus ignorer\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/virage-contenu-youtube-marques-ne-peuvent-ignorer\/\">\n                    Le virage YouTube que les marques ne peuvent plus ignorer\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                06 mai 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/\">Optimisation de la recherche<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"7\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" 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\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a 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\/\">\n                    Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                02 avril 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"10\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" 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\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ia-generative-sans-perdre-le-controle\/\">\n                    De l\u2019ex\u00e9cution \u00e0 l\u2019orchestration : comment tirer parti de l\u2019IA g\u00e9n\u00e9rative sans perdre le contr\u00f4le                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                12 mars 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    class=\"secondary-posts-container\"\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n                    x-transition:enter-end=\"opacity-100\"\n                >\n                    <span data-card=\"13\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/What-multi-location-brands-need-to-know-about-local-service-875x438-Blog1.jpg\" alt=\"Les Annonces Local Services: un levier cl\u00e9 pour les marques multi-sites\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/annonces-local-services-marques-multi-sites\/\">\n                    Les Annonces Local Services: un levier cl\u00e9 pour les marques multi-sites\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                06 f\u00e9vrier 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/\">La Recherche Locale<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"16\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/09\/Webinar-TotalSERP-418-x-250-px-2.png\" alt=\"TotalSERP : visibilit\u00e9 \u00e0 tous les niveaux\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/webinaire-visibilite-totalserp\/\">\n                    TotalSERP : visibilit\u00e9 \u00e0 tous les niveaux                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                08 octobre 2025                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n\n            <div class=\"desktop d-none d-lg-flex flex-lg-column content-column\">\n                <span data-card=\"2\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/GML-Blog1-875x438-1.jpg\" alt=\"Google Marketing Live 2026 : 4 points cl\u00e9s\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/google-marketing-live-2026-points-cles\/\">\n                    Google Marketing Live 2026 : 4 points cl\u00e9s                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                28 mai 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"5\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\" alt=\"L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\/\">\n                    L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n\n                <div data-role=\"hub-filter-email-role\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h3 class=\"mb-0\">\n                            Plus de nouvelles                        <\/h3>\n                        <p class=\"subtitle mb-0\">\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 class=\"d-flex flex-column\" data-role=\"form-group\">\n                        <div class=\"d-flex flex-row\">\n   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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                                30 avril 2025                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"11\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/JanuarySEOWebinar-CategoryCard1-1.jpg\" alt=\"R\u00e9inventer sa performance SEO : comment l\u2019IA transforme les r\u00e8gles du jeu en 2026\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/reinventer-sa-performance-seo-comment-lia-transforme-les-regles-du-jeu-en-2026\/\">\n                    R\u00e9inventer sa performance SEO : comment l\u2019IA transforme les 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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                                04 mars 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n 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href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/relier-marque-et-medias-de-performance\/\">\n                    La marque\u00a0comme\u00a0multiplicateur\u00a0de performance:\u00a0\u00a0une approche pour g\u00e9n\u00e9rer une croissance durable \u00e0 court et \u00e0 long terme                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                03 f\u00e9vrier 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"17\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website-1.png\" alt=\"One to One IA \u00d7 Exp\u00e9rience Client \u2013 Biarritz\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/one-to-one-ia-x-experience-client-biarritz\/\">\n                    One to One IA \u00d7 Exp\u00e9rience Client \u2013 Biarritz                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                30 septembre 2025                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n\n            <div class=\"desktop d-none d-lg-flex flex-lg-column content-column\">\n                <span data-card=\"3\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/Fix-Your-Blind-Spots-660x625-Blog1.jpg\" alt=\"Comblez les angles morts de\u00a0vos\u00a0indicateurs\u00a0:\u00a0relier\u00a0enfin\u00a0la recherche IA \u00e0 la performance\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/comblez-les-angles-morts-de-vos-indicateurs-relier-enfin-la-recherche-ia-a-la-performance\/\">\n                    Comblez les angles morts de\u00a0vos\u00a0indicateurs\u00a0:\u00a0relier\u00a0enfin\u00a0la recherche IA \u00e0 la performance                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                28 mai 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/webinar-category\/analytics\/\">Analytique Web<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"6\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FABFBF; color: #171616\">\n                Whitepaper            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/SEO-vs-AI-Visibility-Quiz-875x438-Blog1-FR.jpg\" alt=\"Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/quiz-visibilite-seo-vs-ia-identifiez-ce-qui-freine-reellement-vos-performances\/\">\n                    Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                14 avril 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"9\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/blog-fall-back-image.png\" alt=\"Ne courez pas aveugl\u00e9ment apr\u00e8s l\u2019IA: un cadre pour \u00e9tablir vos priorit\u00e9s entre le SEO et la recherche par IA\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/ne-courez-pas-aveuglement-apres-lia-un-cadre-pour-etablir-vos-priorites-entre-le-seo-et-la-recherche-par-ia\/\">\n                    Ne courez pas aveugl\u00e9ment apr\u00e8s l\u2019IA: un cadre pour \u00e9tablir vos priorit\u00e9s entre le SEO et la recherche par IA                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                25 mars 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n                <span data-card=\"12\">\n                            <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/ChatGPT-ads-are-official-875x438-Blog1.jpg\" alt=\"ChatGPT\u00a0ouvre la porte aux publicit\u00e9s : opportunit\u00e9s, limites et prochaines \u00e9tapes\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/publicites-chatgpt-guide-pour-les-marques\/\">\n                    ChatGPT\u00a0ouvre la porte aux publicit\u00e9s : opportunit\u00e9s, limites et prochaines \u00e9tapes\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                23 f\u00e9vrier 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                    <\/span>\n\n                <div\n                    x-show=\"showMorePosts\"\n                    x-cloak\n                    x-transition:enter=\"transition ease-out duration-300\"\n                    x-transition:enter-start=\"opacity-0\"\n                    x-transition:enter-end=\"opacity-100\"\n                    class=\"secondary-posts-container\">\n\n                    <span data-card=\"15\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/Universal-Commerce-Protocol-875x438-Blog1.jpg\" alt=\"Protocole UCP (Universal Commerce Protocol) :\u00a0pourquoi votre marque doit parler \u201cIA\u201d couramment\u00a0\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/universal-commerce-protocol-ia-commerce\/\">\n                    Protocole UCP (Universal Commerce Protocol) :\u00a0pourquoi votre marque doit parler \u201cIA\u201d couramment\u00a0\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                20 janvier 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/\">Optimisation de la recherche<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                    <span data-card=\"18\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #C7F2B3; color: #171616\">\n                Event            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website.png\" alt=\"All4Customer Meetings \u2013 Cannes\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/all-4-customer-meetings-cannes-dac\/\">\n                    All4Customer Meetings \u2013 Cannes                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                17 septembre 2025                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                <\/div>\n            <\/div>\n            <!-- DESKTOP POSTS END-->\n\n            <!-- MOBILE POSTS START-->\n            <div class=\"d-lg-none d-flex flex-column content-column mobile\">\n                                    <span data-card=\"1\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg\" alt=\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\/\">\n                    Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                04 juin 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/\">Strat\u00e9gie<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"2\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/GML-Blog1-875x438-1.jpg\" alt=\"Google Marketing Live 2026 : 4 points cl\u00e9s\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/google-marketing-live-2026-points-cles\/\">\n                    Google Marketing Live 2026 : 4 points cl\u00e9s                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                28 mai 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"3\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/Fix-Your-Blind-Spots-660x625-Blog1.jpg\" alt=\"Comblez les angles morts de\u00a0vos\u00a0indicateurs\u00a0:\u00a0relier\u00a0enfin\u00a0la recherche IA \u00e0 la performance\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/comblez-les-angles-morts-de-vos-indicateurs-relier-enfin-la-recherche-ia-a-la-performance\/\">\n                    Comblez les angles morts de\u00a0vos\u00a0indicateurs\u00a0:\u00a0relier\u00a0enfin\u00a0la recherche IA \u00e0 la performance                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                28 mai 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/webinar-category\/analytics\/\">Analytique Web<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                                    <span data-card=\"4\">\n                                <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"Le virage YouTube que les marques ne peuvent plus ignorer\u00a0\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/virage-contenu-youtube-marques-ne-peuvent-ignorer\/\">\n                    Le virage YouTube que les marques ne peuvent plus ignorer\u00a0                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                06 mai 2026                            <\/div>\n                    \n                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src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\" alt=\"L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\/\">\n                    L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                        <\/span>\n                \n                <div class=\"d-flex justify-content-center show-more-container\" x-show=\"window.and(!showMobilePosts, showLoadMoreButton)\">\n                    <button\n                        x-show=\"window.and(!showMobilePosts, showLoadMoreMobileButton)\"\n                        x-on:click=\"showMobilePosts = true\"\n                        class=\"show-more-posts-button\">\n                        Charger plus d&#8217;informations                    <\/button>\n                <\/div>\n\n                <div class=\"secondary-posts-container\" x-cloak x-show=\"showMobilePosts\">\n                                            <span data-card=\"6\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FABFBF; color: #171616\">\n                Whitepaper            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/04\/SEO-vs-AI-Visibility-Quiz-875x438-Blog1-FR.jpg\" alt=\"Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/livres-blancs\/quiz-visibilite-seo-vs-ia-identifiez-ce-qui-freine-reellement-vos-performances\/\">\n                    Quiz \u00ab Visibilit\u00e9 SEO vs IA \u00bb : identifiez ce qui freine r\u00e9ellement vos performances                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                14 avril 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"7\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" 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\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a 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\/\">\n                    Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                02 avril 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>\n                                                                <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"8\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #FCD48D; color: #171616\">\n                Webinar            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/blog-fall-back-image.png\" alt=\"Ne courez pas aveugl\u00e9ment apr\u00e8s l\u2019IA: un cadre pour \u00e9tablir vos priorit\u00e9s entre le SEO et la recherche par IA\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/ne-courez-pas-aveuglement-apres-lia-un-cadre-pour-etablir-vos-priorites-entre-le-seo-et-la-recherche-par-ia\/\">\n                    Ne courez pas aveugl\u00e9ment apr\u00e8s l\u2019IA: un cadre pour \u00e9tablir vos priorit\u00e9s entre le SEO et la recherche par IA                <\/a>\n\n                <div class=\"post-related-tags mt-0\">\n                                                <div class=\"post-date text-white\">\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                                25 mars 2026                            <\/div>\n                    \n                    \n                                    <\/div>\n\n                <!--TOPIC TAGS -->\n                <div class=\"post-topic-tags\">\n                                    <\/div>\n\n                                    <\/a>\n            <\/div>\n        <\/div>\n                            <\/span>\n                                            <span data-card=\"9\">\n                                    <div class=\"post-card generated-post-card\">\n            <div class=\"title\" style=\"background: #363534; color: #fff\">\n                blog            <\/div>\n\n                                <div class=\"image-container position-relative\">\n                        <img decoding=\"async\" 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\">\n\n                                            <\/div>\n            \n            <div class=\"flex flex-col post-content\">\n                <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/ia-generative-sans-perdre-le-controle\/\">\n                    De l\u2019ex\u00e9cution \u00e0 l\u2019orchestration : comment tirer parti de l\u2019IA g\u00e9n\u00e9rative sans perdre le contr\u00f4le                <\/a>\n\n                <div 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      <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 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                                                June 4, 2026                                            <\/div>\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=\"#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>Nasser Sahlool                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #363534\">\n                                    <span class=\"d-inline-block\" style=\"color: #ffffff\">Blog<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/GML-Blog1-875x438-1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/google-marketing-live-2026-points-cles\/\">Google Marketing Live 2026 : 4 points cl\u00e9s<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                May 28, 2026                                            <\/div>\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=\"#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>Victoria Khinevich                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #363534\">\n                                    <span class=\"d-inline-block\" style=\"color: #ffffff\">Blog<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/05\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/virage-contenu-youtube-marques-ne-peuvent-ignorer\/\">Le virage YouTube que les marques ne peuvent plus ignorer\u00a0<\/a>\n                                    <div class=\"aditional-info\">\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 d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 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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                                                May 6, 2026                                            <\/div>\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=\"#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>Vincent DeLuca                                            <\/div>\n                                                                                                                    <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"whitepapers\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #fabfbf\">\n            <div class=\"text-content\">\n                                    <h2>Livres blancs<\/h2>\n                \n                                    <p>Acc\u00e9dez \u00e0 des analyses approfondies pour \u00e9clairer et renforcer vos d\u00e9cisions.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/fr\/discover\/white-papers\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Voir plus de livres blancs <\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-2\">\n            <!-- Recent Webinar -->\n                                                <article class=\"insight-item\">\n                                                    <div class=\"title-row\" style=\"background-color: #fabfbf\">\n                                <span class=\"d-inline-block\" style=\"color: #171616\">whitepapers<\/span>\n                            <\/div>\n                        \n                                                    <div class=\"image-container\">\n                                <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/04\/Whitepaper-and-home-page-1.png\" alt=\"L\u2019avenir de la personnalisation\u00a0: comment les marques peuvent r\u00e9ussir gr\u00e2ce au marketing g\u00e9olocalis\u00e9.\" \/>\n                            <\/div>\n                        \n                        <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/info.dacgroup.com\/fr-fr\/whitepaper-thefutureofpersonalization\">L\u2019avenir de la personnalisation : comment les marques peuvent r\u00e9ussir gr\u00e2ce au marketing bas\u00e9 sur la localisation  <\/a>\n                                <div class=\"aditional-info\">\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 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                                            7 avril 2025                                        <\/div>\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                    <article class=\"insight-item\">\n                                                    <div class=\"title-row\" style=\"background-color: #fabfbf\">\n                                <span class=\"d-inline-block\" style=\"color: #171616\">whitepapers<\/span>\n                            <\/div>\n                        \n                                                    <div class=\"image-container\">\n                                <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/04\/The-Forgotten-W-Where-Improves-Media-And-Creative-Outcomes-2.png\" alt=\"\" \/>\n                            <\/div>\n                        \n                        <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/info.dacgroup.com\/fr-fr\/2025dacxforresterstudy\">Et si le \u00ab o\u00f9 \u00bb \u00e9tait la cl\u00e9 pour optimiser vos r\u00e9sultats m\u00e9dias et cr\u00e9atifs ?<\/a>\n                                <div class=\"aditional-info\">\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 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                                            15 janvier 2025                                        <\/div>\n                                                                    <\/div>\n                            <\/div>\n\n                                                    <\/div>\n                    <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"podcasts\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #eff9fe\">\n            <div class=\"text-content\">\n                                    <h2>Podcasts<\/h2>\n                \n                                    <p>\u00c9coutez notre balados pour d\u00e9couvrir des analyses in\u00e9dites et des perspectives d\u2019experts.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/podcasts\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>D\u00e9couvrez tous les \u00e9pisodes<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"webinars\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #fcd48d\">\n            <div class=\"text-content\">\n                                    <h2>Webinaires<\/h2>\n                \n                                    <p>Tirez parti de sessions anim\u00e9es par des experts pour stimuler vos id\u00e9es et obtenir des r\u00e9sultats concrets.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/fr\/insights\/webinars\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>D\u00e9couvrir tous les webinaires<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/06\/Fix-Your-Blind-Spots-Blog1-875x438-1.jpg\" alt=\"AI Search measurement\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/comblez-les-angles-morts-de-vos-indicateurs-relier-enfin-la-recherche-ia-a-la-performance\/\">Comblez les angles morts de vos indicateurs : relier enfin la recherche IA \u00e0 la performance <\/a>\n                                    <div class=\"aditional-info\">\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 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                                                June 3, 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/03\/SEJ-Webinar-660x625-Blog1.jpg\" alt=\"DAC X SEJ webinar- Don&#039;t go chasing AI yet\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/ne-courez-pas-aveuglement-apres-lia-un-cadre-pour-etablir-vos-priorites-entre-le-seo-et-la-recherche-par-ia\/\">Ne courez pas aveugl\u00e9ment apr\u00e8s l\u2019IA: un cadre pour \u00e9tablir vos priorit\u00e9s entre le SEO et la recherche par IA<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                Wednesday, March 25                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #fcd48d\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Webinars<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/01\/JanuarySEOWebinar-CategoryCard1-1.jpg\" alt=\"SEO for AI search webinar\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/webinaires\/reinventer-sa-performance-seo-comment-lia-transforme-les-regles-du-jeu-en-2026\/\">R\u00e9inventer sa performance SEO : comment l\u2019IA transforme les r\u00e8gles du jeu en 2026<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                Jeudi 5 mars                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"series\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #acd8f3\">\n            <div class=\"text-content\">\n                                    <h2>S\u00e9ries<\/h2>\n                \n                                    <p>D\u00e9couvrez des strat\u00e9gies d&#8217;experts con\u00e7ues pour inspirer vos prochaines initiatives. <\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/fr\/insights\/series\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Explorer toutes les s\u00e9ries<\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/11\/MediaForwardSeries-Hero1-1.png\" alt=\"DAC Media Forward Series\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/series\/la-serie-sur-lavenir-des-medias\/\">La\u00a0s\u00e9rie\u00a0sur\u00a0l\u2019avenir\u00a0des\u00a0m\u00e9dias\u00a0<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                November 14, 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/07\/DAC-Local-Blindspot-Quiz.jpg\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/series\/angle-mort-et-si-lia-vous-faisait-passer-a-cote-de-vos-clients-locaux\/\">Angle mort : Et si l\u2019IA vous faisait passer \u00e0 c\u00f4t\u00e9 de vos clients locaux ?<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                July 4, 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #acd8f3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">series<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/01\/FutureForward-LP-Graphic1-FR.png\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/series\/predictions2025\/\">Predictions 2025<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                January 14, 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"events\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #c7f2b3\">\n            <div class=\"text-content\">\n                                    <h2>\u00c9v\u00e9nements<\/h2>\n                \n                                    <p>Connectez-vous, apprenez et \u00e9voluez gr\u00e2ce \u00e0 des \u00e9v\u00e9nements de premier plan.<\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/fr\/insights\/events\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>Voir tous les \u00e9v\u00e9nements <\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                    <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/Shoptalk-Event-image-for-the-website-1.png\" alt=\"\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/dac-au-shoptalk-europe-2026\/\">DAC au Shoptalk Europe 2026<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                9, 10 et 11 juin 2026                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website-1.png\" alt=\"Vue sur un port de plaisance au cr\u00e9puscule avec des bateaux amarr\u00e9s, entour\u00e9 de b\u00e2timents historiques et d&#039;une \u00e9glise \u00e9clair\u00e9e.\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/one-to-one-ia-x-experience-client-biarritz\/\">One to One IA \u00d7 Exp\u00e9rience Client \u2013 Biarritz<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                Mardi 30 septembre \u2013 Jeudi 2 octobre 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <article class=\"insight-item\">\n                                                            <div class=\"title-row\" style=\"background-color: #c7f2b3\">\n                                    <span class=\"d-inline-block\" style=\"color: #171616\">Events<\/span>\n                                <\/div>\n                            \n                                                            <div class=\"image-container\">\n                                    <img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2025\/08\/Event-image-for-the-website.png\" alt=\"Vue sur un port de plaisance avec de nombreux yachts et bateaux amarr\u00e9s, entour\u00e9 par des b\u00e2timents urbains et une \u00e9tendue d&#039;eau turquoise.\" \/>\n                                <\/div>\n                            \n                            <div class=\"content-holder\" style=\"background-color: #F2F2F2\">\n                                                                    <span class=\"badge\">regarder \u00e0 la demande<\/span>\n                                                                <div class=\"pre-button-content\">\n                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/evenements\/all-4-customer-meetings-cannes-dac\/\">All4Customer Meetings \u2013 Cannes<\/a>\n                                    <div class=\"aditional-info\">\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 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                                                17 et 18 septembre 2025                                            <\/div>\n                                                                                                                                                            <\/div>\n                                <\/div>\n\n                                                            <\/div>\n                        <\/article>\n\n                                        <!-- Recent Webinar end -->\n        <\/div>\n    <\/div>\n<\/section>\n\n<section class=\"recent-post webinar\" data-post-type=\"localnews\">\n    <div class=\"container max-1448 padding60\">\n        <div class=\"card-title\" style=\"background-color: #fdeaeb\">\n            <div class=\"text-content\">\n                                    <h2>Actualit\u00e9s de la recherche locale <\/h2>\n                \n                                    <p>Restez inform\u00e9 des tendances et strat\u00e9gies qui fa\u00e7onnent le succ\u00e8s en recherche locale. <\/p>\n                            <\/div>\n            \n                    \n<div class=\"  \">\n\n        <a href=\"\/fr\/local-search-news\/\" class=\"btn_primary-filled_white_arrow\" >\n    \n        <div>D\u00e9couvrez d&#8217;autres actualit\u00e9s <\/div>\n\n        \n            \n            <svg width=\"24\" height=\"16\" viewBox=\"0 0 24 16\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"#171616\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n                <path d=\"M19.7303 8.96285L14.8759 14.2138C14.5429 14.5741 14.5429 15.1299 14.876 15.4901C15.2481 15.8925 15.8842 15.8925 16.2563 15.49L23.1809 8L16.2563 0.509971C15.8842 0.107507 15.2481 0.10747 14.876 0.509891C14.5429 0.870102 14.5429 1.42591 14.8759 1.78616L19.7303 7.03692H0.962963C0.431133 7.03692 0 7.46806 0 7.99988C0 8.53171 0.431133 8.96285 0.962963 8.96285H19.7303Z\" fill=\"black\" fill-opacity=\"0.2\"\/>\n            <\/svg>\n\n            \n\n        \n        <\/a>\n    \n<\/div>\n\n        <\/div>\n        <div class=\"card-row card-count-3\">\n            <!-- Recent Webinar -->\n                                                <article class=\"insight-item\">\n                        \n                        \n                        <div class=\"content-holder\" style=\"background-color: #FFFFFF\">\n                            <div class=\"pre-button-content\">\n                                <a href=\"https:\/\/www.dacgroup.com\/fr\/actualites-de-la-recherche-locale\/apple-permet-desormais-a-certains-utilisateurs-diphone-de-definir-google-maps-comme-application-de-navigation-par-defaut\/\">Apple permet d\u00e9sormais \u00e0 certains utilisateurs d\u2019iPhone de d\u00e9finir Google Maps comme application de navigation par d\u00e9faut.<\/a>\n                                <div class=\"aditional-info\">\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 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 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href=\"https:\/\/www.dacgroup.com\/fr\/actualites-de-la-recherche-locale\/google-renforce-lintegration-de-lia-avec-la-nouvelle-fonctionnalite-demander-a-maps-des-informations-sur-cet-endroit-pour-les-questions-reponses\/\">Google renforce l\u2019int\u00e9gration de l\u2019IA avec la nouvelle fonctionnalit\u00e9 &quot;Demander \u00e0 Maps des informations sur cet endroit&quot; pour les questions-r\u00e9ponses<\/a>\n                                <div class=\"aditional-info\">\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 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 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none;\r\n}<\/style>","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":0,"parent":116692,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-templates\/page-dac-gutenberg.php","meta":{"content-type":"","footnotes":""},"class_list":["post-125944","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Insights hub | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/hub\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Insights hub | DAC\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/hub\/\" 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