{"id":247,"date":"2016-07-09T17:57:00","date_gmt":"2016-07-09T15:57:00","guid":{"rendered":"https:\/\/pgraber.org\/blog\/?p=247"},"modified":"2021-03-26T18:09:41","modified_gmt":"2021-03-26T17:09:41","slug":"pas-de-pub-pas-de-thune","status":"publish","type":"post","link":"https:\/\/pgraber.org\/blog\/pas-de-pub-pas-de-thune\/","title":{"rendered":"Pas de pub, pas de thune"},"content":{"rendered":"\n

Les logiciels tueurs de pub s\u00e8ment la terreur sur Internet<\/h3>\n\n\n\n

Toute l\u2019\u00e9conomie de la Toile est menac\u00e9e par l\u2019utilisation des bloqueurs de spots.
Des millions d\u2019internautes exc\u00e9d\u00e9s les installent sur leurs machines.<\/h5>\n\n\n\n
\"\"
Canard encha\u00een\u00e9, 1er juin 2016<\/em><\/figcaption><\/figure><\/div>\n\n\n\n\n\n\n\n

Les agences de pub qui travaillent sur le Net ont le trouillom\u00e8tre \u00e0 z\u00e9ro. Les internautes se r\u00e9voltent. Las des spots et des annonces intrusives qui surgissent au moindre clic sur leur moteur de recherche, ils s\u2019\u00e9quipent massivement de logiciels antipub, qui bloquent les r\u00e9clames sur leur ordinateur. L\u2019\u00e9diteur d\u2019Adblock, le logiciel antipub le plus c\u00e9l\u00e8bre, d\u00e9clare avoir franchi le cap des 100 millions d\u2019utilisateurs actifs . A en croire de savantes \u00e9tudes, ils seraient 200 millions sur la plan\u00e8te \u00e0 recourir \u00e0 ces tueurs d\u2019affichage intempestif. Selon le CSA, 24 % des Fran\u00e7ais auraient d\u00e9j\u00e0 install\u00e9 un bloqueur sur leur ordinateur et 14% auraient l\u2019intention de s\u2019en \u00e9quiper. Selon l\u2019Ifop, ce serait non pas 24 %, mais 30 % des Fran\u00e7ais. Qui dit mieux ?<\/p>\n\n\n\n

Pas de pub, pas de thune<\/strong><\/h5>\n\n\n\n

Ces petits logiciels emp\u00eachent les pubs de s\u2019afficher , ce qui r\u00e9duit la g\u00eane pour l\u2019internaute \u2026 mais r\u00e9duit aussi \u00e0 n\u00e9ant les revenus du site. Les bloqueurs sont une b\u00e9n\u00e9diction pour les usagers du Net, mais un cauchemar pour les m\u00e9dias qui d\u00e9pendent de la r\u00e9clame. D\u00e9sormais, il y a pire que de vivre sous la pression des annonceurs : ne plus avoir d\u2019annonceurs du tout. Qui paiera pour passer de la pub si les internautes peuvent la bloquer ? Et, si la pub ne paie pas , combien de m\u00e9dias qui en d\u00e9pendent vont s\u2019\u00e9crouler?<\/p>\n\n\n\n

Les \u00e9tudes sont l\u00e9gion qui annoncent des chiffres catastrophiques. Le cabinet britannique Juniper Research en a publi\u00e9 une, le 12 mai, qui assure que les bloqueurs de pub pourraient entra\u00eener 27 milliards de dollars de perte de revenus pour les sites Internet \u00e0 l\u2019horizon de 2020. Adobe et PageFair, en ao\u00fbt 2015, estimaient que le blocage de la publicit\u00e9 co\u00fbterait 22 milliards de dollars aux \u00e9diteurs. Mais les cabinets d\u2019\u00e9tudes sont int\u00e9ress\u00e9s, puisque PageFair, par exemple, vend son expertise en mati\u00e8re de lutte contre les \u00abadblockers\u00bb. Le pire, pourtant, est \u00e0 venir, car les moteurs de recherche eux-m\u00eames ont d\u00e9cid\u00e9 d\u2019int\u00e9grer des bloqueurs pour satisfaire l\u2019usager. Google a mis en place ce filtrage via son navigateur Chrome. Apple a ajout\u00e9 un logiciel bloqueur dans son syst\u00e8me d\u2019exploitation mobile iOS 9, et le navigateur Opera, le Petit Poucet des navigateurs Internet , propose d\u00e9sormais une vers ion grand public sans pub.<\/p>\n\n\n\n

L\u2019\u00e9p\u00e9e et l\u2019armure<\/h5>\n\n\n\n

En repr\u00e9sailles, les \u00e9diteurs de presse ont engag\u00e9 une lutte \u00e0 mort contre ces logiciels qui menacent de leur couper les vivres. En Allemagne, le groupe de presse Axel Springer a perdu, fin mai, un proc\u00e8s intent\u00e9 \u00e0 Adblock. \u00abBild\u00bb, le tablo\u00efd de Springcr, refuse l\u2019acc\u00e8s aux internautes ayant un bloqueur. Pour le consulter , ceux-ci doivent soit d\u00e9sactiver le logiciel, soit payer un abonnement sans pub.<\/p>\n\n\n\n

Le 21 mars, des titres de la presse fran\u00e7aise, r\u00e9unis sous l\u2019\u00e9gide du Geste (syndicat des \u00e9diteurs de contenus et de services en ligne), ont lanc\u00e9 une grande campagne contre Adblock et les autres bloqueurs , en interdisant leur site \u00e0 ceux qui suppriment la publicit\u00e9 (\u00abLe Figaro\u00bb) ou en publiant de grands encarts qui invitent \u00e0 payer un abonnement (\u00abLe Monde\u00bb, \u00abL\u2019Equipe\u00bb, \u00abLe Parisien\u00bb, \u00abLes Echos\u00bb, \u00abL\u2019Express\u00bb).<\/p>\n\n\n\n

Le but: convaincre que la pub est n\u00e9cessaire pour faire vivre les sites et persuader que les adblockers ne sont pas des philanthropes, certains d\u2019entre eux laissant passer des pubs contre r\u00e9tribution. Les r\u00e9sultats de cette campagne sont faibles. Seul le site de \u00abL\u2019Equipe\u00bb d\u00e9passerait les 50 % d\u2019internautes ayant abandonn\u00e9 ces bloqueurs . Quant \u00e0 l\u2019\u00e9ducation des masses, elle est al\u00e9atoire : 4 % des internautes, seulement, se disent pr\u00eats \u00e0 payer pour \u00e9viter la pub.<\/p>\n\n\n\n

L\u2019utilisation grandissante des adblockers pousse surtout l\u2019industrie
publicitaire \u00e0 ne plus se croire tout permis pour gaver l\u2019internaute de ses r\u00e9clames intempestives. Les pubards doivent cesser de d\u00e9bloquer.
Une gageure?<\/p>\n\n\n\n

Jean-Michel Th\u00e9nard<\/p>\n\n\n\n

Source: Canard encha\u00een\u00e9, 1er juin 2016 \/ PDF<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Les logiciels tueurs de pub s\u00e8ment la terreur sur Internet Toute l\u2019\u00e9conomie de la Toile est menac\u00e9e par l\u2019utilisation des bloqueurs de spots.Des millions d\u2019internautes exc\u00e9d\u00e9s les installent sur leurs machines.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2,16],"tags":[],"class_list":["post-247","post","type-post","status-publish","format-standard","hentry","category-futilites","category-informatique","no-thumb"],"yoast_head":"\nPas de pub, pas de thune – Blog-notes<\/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:\/\/pgraber.org\/blog\/pas-de-pub-pas-de-thune\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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