{"id":87,"date":"2026-10-17T11:27:24","date_gmt":"2026-10-17T11:27:24","guid":{"rendered":"https:\/\/benjamin-gorski.com\/?post_type=bg_experience&#038;p=87"},"modified":"2026-10-27T13:43:24","modified_gmt":"2026-10-27T13:43:24","slug":"retail-media-et-data-monetisation","status":"publish","type":"bg_experience","link":"https:\/\/benjamin-gorski.com\/index.php\/experience\/retail-media-et-data-monetisation\/","title":{"rendered":"Retail Media et Mon\u00e9tisation de DATA"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Au cours de mes diff\u00e9rentes exp\u00e9riences, j&rsquo;ai eu l&rsquo;opportunit\u00e9 de couvrir l&rsquo;ensemble des dimensions du <strong>Retail Media<\/strong>, toujours du c\u00f4t\u00e9 des retailers, avec un double objectif : d\u00e9velopper leurs revenus issus de la data et mon\u00e9tiser leurs espaces m\u00e9dia on et offline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Retail Media &amp; Mon\u00e9tisation :<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00c9tudes d&rsquo;opportunit\u00e9 (on et offline) :<\/strong> \u00e9valuation de l&rsquo;int\u00e9r\u00eat strat\u00e9gique, estimation du potentiel de revenus, d\u00e9finition de l&rsquo;organisation cible, de l&rsquo;offre et des partenaires technologiques associ\u00e9s.<\/li>\n\n\n\n<li><strong>Business plans &amp; choix d&rsquo;outils :<\/strong> mod\u00e9lisation financi\u00e8re et s\u00e9lection des solutions du march\u00e9 adapt\u00e9es aux ambitions.<\/li>\n\n\n\n<li><strong>Architecture organisationnelle :<\/strong> conception des structures cibles pour garantir un d\u00e9ploiement coordonn\u00e9 des services Retail Media \u00e0 l&rsquo;\u00e9chelle internationale ou multi-pays.<\/li>\n\n\n\n<li><strong>Processus op\u00e9rationnels :<\/strong> mise en place, avec les partenaires, des processus de digitalisation, de distribution et d&rsquo;activation m\u00e9dia (notamment pour les dispositifs d&rsquo;extension d&rsquo;audience).<\/li>\n\n\n\n<li><strong>Digitalisation des patrimoines data (cartes de fid\u00e9lit\u00e9) :<\/strong> accompagnement \u00e0 la cr\u00e9ation de segments data activables en DSP pour valoriser la base encart\u00e9e.<\/li>\n\n\n\n<li><strong>Mon\u00e9tisation Onsite :<\/strong> s\u00e9lection des partenaires technologiques et impl\u00e9mentation des solutions publicitaires.<\/li>\n\n\n\n<li><strong>Mesure d&rsquo;impact (DOOH &amp; OOH) :<\/strong> d\u00e9finition des m\u00e9thodologies d&rsquo;attribution, identification des certifications et des partenaires tiers pour quantifier les OAV (occasions d&rsquo;ad-venant\/visibilit\u00e9) et estimer la valeur m\u00e9dia.<\/li>\n\n\n\n<li><strong>Positionnement et packaging d&rsquo;offres :<\/strong> structuration des propositions de valeur et des grilles tarifaires diff\u00e9renci\u00e9es entre annonceurs end\u00e9miques et non end\u00e9miques.<\/li>\n<\/ul>\n\n\n\n<div class=\"retail-media-container\">\n  <div class=\"cards-grid\">\n    <!-- Colonne 1 -->\n    <div class=\"card-column\">\n      <div class=\"card-header\">\n        ONLINE<br><span class=\"header-subtitle\">Retail media onsite<\/span>\n      <\/div>\n      <div class=\"card-body\">\n        <p>Cette cat\u00e9gorie est particuli\u00e8rement recherch\u00e9e, car elle permet aux marques d\u2019int\u00e9grer un dispositif m\u00e9dia orient\u00e9 vers la transaction sur un site dot\u00e9 d\u2019un tunnel de vente. Les retailers deviennent ainsi de v\u00e9ritables moteurs de recherche et mon\u00e9tisent leur audience.<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 2 -->\n    <div class=\"card-column\">\n      <div class=\"card-header\">\n        ONLINE<br><span class=\"header-subtitle\">Extension d\u2019audience<\/span>\n      <\/div>\n      <div class=\"card-body\">\n        <p>Ces dispositifs permettent aux retailers d\u2019\u00e9tendre la port\u00e9e de leurs campagnes m\u00e9dia pour le compte des marques. Ils s\u2019appuient sur la connaissance client issue de la navigation et des programmes de fid\u00e9lit\u00e9 pour activer les audiences en dehors de l\u2019environnement du retailer.<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 3 -->\n    <div class=\"card-column\">\n      <div class=\"card-header\">\n        OFFLINE<br><span class=\"header-subtitle\">Instore media<\/span>\n      <\/div>\n      <div class=\"card-body\">\n        <p>Ce levier permet aux marques d\u2019investir les magasins physiques, qui demeurent le principal canal de vente du retail hors Amazon, gr\u00e2ce \u00e0 des dispositifs visuels install\u00e9s dans les rayons.<\/p>\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 4 -->\n    <div class=\"card-column\">\n      <div class=\"card-header\">\n        OFFLINE<br><span class=\"header-subtitle\">DOOH et OOH Mall, \u00e9v\u00e9nementiel &#8230;<\/span>\n      <\/div>\n      <div class=\"card-body\">\n        <p>Ces offres sont port\u00e9es par des r\u00e9gies sp\u00e9cialis\u00e9es et des fonci\u00e8res, afin de proposer des dispositifs davantage orient\u00e9s vers la notori\u00e9t\u00e9 et le parcours client.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n<style>\n  .retail-media-container {\n    width: 100%;\n    max-width: 1250px;\n    margin: 0 auto;\n    padding: 30px 15px;\n    font-family: -apple-system, BlinkMacSystemFont, \"Segoe UI\", Roboto, Helvetica, Arial, sans-serif;\n    box-sizing: border-box;\n    background-color: #ffffff;\n  }\n\n  .cards-grid {\n    display: flex;\n    gap: 16px;\n    justify-content: space-between;\n  }\n\n  .card-column {\n    flex: 1;\n    display: flex;\n    flex-direction: column;\n    min-width: 0;\n  }\n\n  .card-header {\n    background-color: #0d223a;\n    color: #ffffff;\n    font-size: 14px;\n    font-weight: 500;\n    text-align: center;\n    padding: 16px 12px;\n    border-radius: 12px;\n    min-height: 72px;\n    display: flex;\n    flex-direction: column;\n    align-items: center;\n    justify-content: center;\n    margin-bottom: 14px;\n    line-height: 1.3;\n    box-sizing: border-box;\n    letter-spacing: 0.5px;\n  }\n\n  .header-subtitle {\n    font-size: 15px;\n    font-weight: 400;\n  }\n\n  .card-body {\n    background-color: #ffffff;\n    color: #1e293b;\n    border: 1.5px solid #94a3b8;\n    border-radius: 4px;\n    padding: 24px 18px;\n    text-align: center;\n    font-size: 14px;\n    line-height: 1.5;\n    flex-grow: 1;\n    display: flex;\n    align-items: center;\n    justify-content: center;\n    box-sizing: border-box;\n    min-height: 280px;\n  }\n\n  .card-body p {\n    margin: 0;\n  }\n\n  \/* Responsive Design (Tablettes et Mobiles) *\/\n  @media (max-width: 992px) {\n    .cards-grid {\n      flex-wrap: wrap;\n    }\n    .card-column {\n      flex: 1 1 calc(50% - 16px);\n      margin-bottom: 20px;\n    }\n  }\n\n  @media (max-width: 600px) {\n    .card-column {\n      flex: 1 1 100%;\n    }\n  }\n<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">Le retail media repose ainsi sur une grande diversit\u00e9s de sujets qui en font un sujet particuli\u00e8rement riche et complexe de part son implication On et Offline. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En mati\u00e8re <strong>de mon\u00e9tisation Data,<\/strong> disposer d&rsquo;un actif ne suffit pas. Si les annonceurs per\u00e7oivent vite l&rsquo;utilit\u00e9 de leurs donn\u00e9es <em>first-party<\/em> pour leurs propres besoins, transformer ces donn\u00e9es en levier de valeur externe est un d\u00e9fi distinct. J&rsquo;interviens pr\u00e9cis\u00e9ment sur cette phase d&rsquo;\u00e9valuation du potentiel strat\u00e9gique et \u00e9conomique, en m&rsquo;appuyant sur une d\u00e9marche structur\u00e9e.. <\/p>\n\n\n\n<div class=\"pillars-container\">\n  <div class=\"pillars-grid\">\n    <!-- Colonne 1 -->\n    <div class=\"pillar-column\">\n      <div class=\"pillar-header\">\n        Quelles sont les caract\u00e9ristiques des donn\u00e9es et des supports ?\n      <\/div>\n      <div class=\"pillar-box item-box\">Volume<\/div>\n      <div class=\"pillar-box item-box\">Granularit\u00e9<\/div>\n      <div class=\"pillar-box item-box\">Qualit\u00e9 \/ r\u00e9cence<\/div>\n      <div class=\"pillar-box item-box\">Consentement<\/div>\n      <div class=\"pillar-box item-box\">Emplacements sur les sites propri\u00e9taires<\/div>\n      <div class=\"pillar-box item-box\">Autres relais de visibilit\u00e9 (r\u00e9seaux sociaux)<\/div>\n      <div class=\"pillar-box desc-box\">\n        Cartographier l\u2019existant est une \u00e9tape essentielle. Plus les interactions sont r\u00e9currentes, plus le potentiel est important.\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 2 -->\n    <div class=\"pillar-column\">\n      <div class=\"pillar-header\">\n        Cibles commerciales\n      <\/div>\n      <div class=\"pillar-box item-box\">Cas d\u2019usage<\/div>\n      <div class=\"pillar-box item-box tall-item\">\n        Cartographie des clients end\u00e9miques et non end\u00e9miques\n      <\/div>\n      <div class=\"pillar-box desc-box\">\n        La mon\u00e9tisation des donn\u00e9es doit rester coh\u00e9rente avec le march\u00e9, le positionnement de la marque et celui de ses partenaires.\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 3 -->\n    <div class=\"pillar-column\">\n      <div class=\"pillar-header\">\n        Hypoth\u00e8ses business\n      <\/div>\n      <div class=\"pillar-box item-box\">Offre data et m\u00e9dia<\/div>\n      <div class=\"pillar-box item-box\">Processus et volumes de vente<\/div>\n      <div class=\"pillar-box item-box\">Technologies<\/div>\n      <div class=\"pillar-box item-box\">Business plan macro<\/div>\n      <div class=\"pillar-box desc-box\">\n        Le potentiel doit \u00eatre estim\u00e9 \u00e0 partir d\u2019offres lisibles et confront\u00e9 aux moyens dont dispose l\u2019entreprise pour les ex\u00e9cuter.\n      <\/div>\n    <\/div>\n\n    <!-- Colonne 4 -->\n    <div class=\"pillar-column\">\n      <div class=\"pillar-header\">\n        Recommandations\n      <\/div>\n      <div class=\"pillar-box item-box\">Mod\u00e8le \u00e9conomique<\/div>\n      <div class=\"pillar-box item-box\">Go \/ No-Go<\/div>\n      <div class=\"pillar-box item-box\">Feuille de route<\/div>\n      <div class=\"pillar-box desc-box\">\n        La recommandation doit s\u2019appuyer sur des \u00e9valuations \u00e9conomiques fiables et permettre de projeter la mise en \u0153uvre sur au moins trois ans.\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n<style>\n  .pillars-container {\n    width: 100%;\n    max-width: 1300px;\n    margin: 0 auto;\n    padding: 30px 15px;\n    font-family: -apple-system, BlinkMacSystemFont, \"Segoe UI\", Roboto, Helvetica, Arial, sans-serif;\n    background-color: #ffffff;\n    box-sizing: border-box;\n  }\n\n  .pillars-grid {\n    display: flex;\n    gap: 16px;\n    justify-content: space-between;\n  }\n\n  .pillar-column {\n    flex: 1;\n    display: flex;\n    flex-direction: column;\n    min-width: 0;\n  }\n\n  .pillar-header {\n    background-color: #0d223a;\n    color: #ffffff;\n    font-size: 14.5px;\n    font-weight: 500;\n    text-align: center;\n    padding: 16px 12px;\n    border-radius: 12px;\n    min-height: 72px;\n    display: flex;\n    align-items: center;\n    justify-content: center;\n    margin-bottom: 14px;\n    line-height: 1.35;\n    box-sizing: border-box;\n  }\n\n  .pillar-box {\n    border-radius: 8px;\n    text-align: center;\n    font-size: 13.5px;\n    display: flex;\n    align-items: center;\n    justify-content: center;\n    padding: 10px 12px;\n    line-height: 1.3;\n    box-sizing: border-box;\n  }\n\n  .item-box {\n    background-color: #dbe0e6;\n    color: #1e293b;\n    font-weight: 500;\n    margin-bottom: 10px;\n    min-height: 44px;\n  }\n\n  \/* Ajustement de hauteur pour les blocs multi-lignes de la colonne 2 *\/\n  .tall-item {\n    min-height: 64px;\n  }\n\n  .desc-box {\n    background-color: #55595d;\n    color: #ffffff;\n    font-weight: 400;\n    font-size: 13px;\n    margin-top: auto;\n    padding: 22px 16px;\n    min-height: 175px;\n    line-height: 1.45;\n  }\n\n  \/* Version Mobile \/ Tablette *\/\n  @media (max-width: 992px) {\n    .pillars-grid {\n      flex-wrap: wrap;\n    }\n    .pillar-column {\n      flex: 1 1 calc(50% - 16px);\n      margin-bottom: 25px;\n    }\n  }\n\n  @media (max-width: 600px) {\n    .pillar-column {\n      flex: 1 1 100%;\n    }\n  }\n<\/style>\n\n\n\n<p class=\"wp-block-paragraph\">En d\u00e9finitive, <strong>qu&rsquo;il s&rsquo;agisse de Retail Media ou de mon\u00e9tisation Data<\/strong>, l&rsquo;enjeu demeure inchang\u00e9 : cr\u00e9er de la valeur \u00e0 partir d&rsquo;une donn\u00e9e existante et exploitable. Cependant, sur ce march\u00e9, la donn\u00e9e \u2014 si strat\u00e9gique soit-elle \u2014 est devenue abondante et ais\u00e9ment accessible via les grands acteurs (Google, Meta, Amazon&#8230;). L&rsquo;\u00e9quilibre repose donc fr\u00e9quemment sur le bon dosage entre Trade Marketing et M\u00e9dia. L&rsquo;objectif est de g\u00e9n\u00e9rer une valeur diff\u00e9renciante qui renforce la relation marque-distributeur, plut\u00f4t que de viser un pur enjeu m\u00e9dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>J&rsquo;ai eu l&rsquo;occasion aborder le retail media sur l&rsquo;ensemble de ses axes Online et Offline pour challenger les visions business des distributeurs, autant pour des accompagnement sur les choix technologiques technologique et commerciaux, les organisations \u00e0 mettre en place, les projections de revenus et \u00e9tudes d&rsquo;opportunit\u00e9s, les dispositifs de mesure \u00e0 construire&#8230; <\/p>\n","protected":false},"featured_media":0,"template":"","class_list":["post-87","bg_experience","type-bg_experience","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Retail Media et Mon\u00e9tisation de DATA - 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