RGPD : seulement 5% des internautes européens refusent l’utilisation de cookies à des fins de ciblage publicitaire

  • Teads, The Global Media Platform, lance un rapport hebdomadaire sur le Règlement Général sur la Protection des Données (RGPD), en cours d’adoption par les éditeurs européens. Basés sur la plateforme publicitaire de Teads, qui fédère les 2/3 des 300 plus grands éditeurs dans le monde selon comScore, ces chiffres sont largement représentatifs de l’écosystème des médias européens.

    Selon Teads, 63% du trafic des éditeurs européens passe par une Consent Management Platform (CMP), permettant à leurs utilisateurs d’exprimer leurs préférences en matière de cookies publicitaires. L’Espagne est en tête du processus d’implémentation d’une CMP avec 82,83% d’adoption, suivi par les Pays-Bas à 82,82%, la France à 71,08% puis le Royaume-Uni à 67,93%.

    Il est intéressant de souligner que, contrairement aux préoccupations de notre industrie en matière de respect de la vie privée, très peu d’internautes européens ont finalement refusé de donner leur consentement pour l’utilisation de cookies à des fins publicitaires. Le pourcentage de refus est de 5% en moyenne en Europe, un peu plus élevé au Royaume-Uni (7%) et plus faible en France (4%), aux Pays-Bas (3%), en Espagne et en Italie (2%). Ces chiffres ne sont pas disponibles pour l’Allemagne, en raison du fait que la plupart des éditeurs allemands ne s’appuient pas sur le consentement de l’utilisateur, mais sur leur « intérêt légitime » de diffuser des annonces personnalisées.

    Parmi les principaux enseignements de ce rapport :

    • 63% du trafic des éditeurs européens passe par une Consent Management Platform (CMP) pour permettre à leurs utilisateurs d’exprimer leurs préférences et se conformer ainsi à la nouvelle réglementation européenne
    • À ce jour, 50% des internautes européens ont accepté ou refusé l’utilisation de cookies à des fins de ciblage publicitaire
    • 95% de ces utilisateurs ont exprimé leur consentement, contre seulement 5% ayant refusé les cookies
    • Teads appelle les éditeurs européens à implémenter une Consent Management Platform (CMP), si ce n’est pas encore fait

    Ces chiffres représentent le pourcentage d’adoption sur la Plateforme Média Teads qui touche plus de 1,2 milliard d’utilisateurs uniques par mois dans le monde avec un reach supérieur à 85% des internautes dans les principaux marchés européens. Ils sont donc largement représentatifs de l’écosystème des médias européens.

    « L’adoption à grande échelle du Consent Management Framework de l’IAB par l’industrie a permis à l’écosystème des médias de répondre aux exigences du RGPD en un temps record. Nous appelons les quelques éditeurs n’ayant pas encore implémenté une CMP à le faire sans plus tarder » commente Pierre Chappaz, fondateur et Executive Chairman de Teads.

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