{"id":69086,"date":"2026-06-01T15:29:02","date_gmt":"2026-06-01T13:29:02","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=69086"},"modified":"2026-06-11T15:33:45","modified_gmt":"2026-06-11T13:33:45","slug":"publicite-facebook-quand-lia-andromeda-ameliore-vos-pubs-a-votre-insu","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/publicite-facebook-quand-lia-andromeda-ameliore-vos-pubs-a-votre-insu\/","title":{"rendered":"Publicit\u00e9 Facebook : Quand l\u2019IA Andromeda \u00ab am\u00e9liore \u00bb vos pubs \u00e0 votre insu !"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n

1er juin 2026<\/p>\n\n\n\n

En avril dernier, des Community Managers ont d\u00e9tect\u00e9 une anomalie assez d\u00e9testable de l\u2019espace publicitaire de Facebook : celle-ci r\u00e9activait sans consentement des propositions de campagnes g\u00e9n\u00e9r\u00e9es par l\u2019IA ayant d\u00e9j\u00e0 \u00e9t\u00e9 \u00ab\u00a0refus\u00e9es\u00a0\u00bb. Nous avons abord\u00e9 la question avec Marie-Pier Lalibert\u00e9, strat\u00e8ge num\u00e9rique de l\u2019agence de visibilit\u00e9 num\u00e9rique X-Trait, qui a soulev\u00e9 cet enjeu <\/a>dans un groupe professionnel. \u00a0\u00a0<\/strong><\/p>\n\n\n\n

Expliquons d\u2019abord le contexte. Quand un ou une gestionnaire de m\u00e9dias sociaux cr\u00e9e une campagne publicitaire dans Facebook, la plateforme active automatiquement l\u2019assistance par Intelligence artificielle (la fonctionnalit\u00e9 \u00ab Andromeda<\/a> \u00bb, lanc\u00e9e en 2024).<\/p>\n\n\n\n

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L\u2019assistance IA est pr\u00e9s\u00e9lectionn\u00e9e, mais on peut la d\u00e9s\u00e9lectionner. Par contre, Meta affiche une alerte comme quoi \u00e7a va augmenter ton co\u00fbt par clic. Personnellement, c’est pour \u00e7a que je laisse l’option, mais en passant religieusement \u00e0 travers toutes les propositions de campagne \u00bb, explique la strat\u00e8ge num\u00e9rique, responsable des achats Meta pour X-Trait.<\/p>\n<\/blockquote>\n\n\n\n

Andromeda propose des textes et des visuels \u00e0 utiliser dans la campagne. Toutefois, les visuels ne sont pas toujours align\u00e9s avec le projet ou le message \u00e0 communiquer. Parfois, ils ne sont tout simplement pas coh\u00e9rents \u2013 en tant qu\u2019\u0153uvre visuelle.<\/p>\n\n\n\n

\n

Je me suis retrouv\u00e9e avec des designs Frankenstein. Par exemple : un BBQ qui \u00e9tait en feu pour une sc\u00e8ne estivale\u2026 \u00bb, se rappelle-t-elle.<\/p>\n<\/blockquote>\n\n\n\n

Probl\u00e8me lors des modifications<\/strong><\/p>\n\n\n\n

Marie-Pier Lalibert\u00e9 accepte toujours 2 \u00e0 3 propositions, pour ne pas faire plonger la port\u00e9e de ses campagnes. Ensuite, elle refuse les propositions tir\u00e9es par les cheveux. Et c\u2019est l\u00e0 que survient le probl\u00e8me : Meta r\u00e9active sa s\u00e9lection par lui-m\u00eame, sans obtenir le consentement de l\u2019utilisation !<\/p>\n\n\n\n

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Lors d\u2019une campagne, j\u2019avais s\u00e9lectionn\u00e9 uniquement 2 designs sur 5. Quand je suis retourn\u00e9e voir, il avait res\u00e9lectionn\u00e9 les design rejet\u00e9s \u00bb, d\u00e9couvre-t-elle <\/p>\n<\/blockquote>\n\n\n\n

Selon des gestionnaires de m\u00e9dias sociaux pr\u00e9sents dans le groupe les pros du Web, le probl\u00e8me semble survenir syst\u00e9matiquement lorsqu\u2019un utilisateur fait une modification dans sa campagne. Andromeda y voit l\u2019opportunit\u00e9 de s\u2019auto-approuver.<\/p>\n\n\n\n

Manque de transparence en pr\u00e9-lancement<\/strong><\/p>\n\n\n\n

Dans les derni\u00e8res semaines, Marie-Pier Lalibert\u00e9 a connu le m\u00eame type de rat\u00e9s avec ses ciblages apr\u00e8s le lancement d\u2019une nouvelle fonctionnalit\u00e9 de ciblage, mais l\u2019anomalie semble maintenant \u00eatre rentr\u00e9e dans l\u2019ordre. Toutefois, elle d\u00e9nonce le manque de communications pr\u00e9-lancement.<\/p>\n\n\n\n

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J’ai beau participer \u00e0 l\u2019\u00e9v\u00e8nement META Connect<\/a>, la plateforme continue d\u2019\u00eatre tr\u00e8s peu transparente sur les changements et comment ca va affecter les comptes. Je me mets \u00e0 la place des entrepreneurs qui ne s’y connaissent pas, c\u2019est impossible pour eux de faire des campagnes vraiment optimis\u00e9es. Je d\u00e9plore aussi qu’on insiste sur l’IA en disant que, si on ne l’utilise pas, \u00e7a va augmenter nos co\u00fbts par clic ou co\u00fbts par prospect. \u00bb<\/p>\n<\/blockquote>\n\n\n\n

Comme solution temporaire \u00e0 la premi\u00e8re anomalie, elle propose ceci :<\/p>\n\n\n\n

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Si vous faites une quelconque modification de campagne, retournez TOUJOURS voir ce qui est coch\u00e9 dans les options IA, car META remet toutes les options coch\u00e9es lorsqu’on effectue un changement. \u00bb<\/p>\n<\/blockquote>\n\n\n\n

Le message est entendu!<\/p>\n\n\n\n

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Facebook : D\u00e9mystifier la Suite Business et renouveler sa strat\u00e9gie. D\u00e9mystifier les fonctionnalit\u00e9s avanc\u00e9es de la Suite Business et comprendre comment adapter sa strat\u00e9gie \u00e0 la nouvelle r\u00e9alit\u00e9 de Facebook<\/p>\n\t\t<\/a>\n\t<\/div>\n\t

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\n\t\t\"formations.isarta.fr\"\t\tformations.isarta.fr\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

En avril dernier, des Community Managers ont d\u00e9tect\u00e9 une anomalie assez d\u00e9testable de l\u2019espace publicitaire de Facebook : celle-ci r\u00e9activait sans consentement des propositions de campagnes g\u00e9n\u00e9r\u00e9es par l\u2019IA ayant d\u00e9j\u00e0 \u00e9t\u00e9 \u00ab refus\u00e9es \u00bb. Nous avons abord\u00e9 la question avec Marie-Pier Lalibert\u00e9, strat\u00e8ge num\u00e9rique de l\u2019agence de visibilit\u00e9 num\u00e9rique X-Trait, qui a soulev\u00e9 cet enjeu.<\/p>\n","protected":false},"author":64,"featured_media":69091,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264,265,1],"tags":[],"class_list":["post-69086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caroussel","category-en-avant-isarta-emplois","category-articleswebrs"],"yoast_head":"\nPublicit\u00e9 Facebook : Quand l\u2019IA Andromeda \u00ab am\u00e9liore \u00bb vos pubs \u00e0 votre insu ! - Isarta Infos<\/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:\/\/isarta.fr\/infos\/publicite-facebook-quand-lia-andromeda-ameliore-vos-pubs-a-votre-insu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publicit\u00e9 Facebook : Quand l\u2019IA Andromeda \u00ab am\u00e9liore \u00bb vos pubs \u00e0 votre insu ! - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"En avril dernier, des Community Managers ont d\u00e9tect\u00e9 une anomalie assez d\u00e9testable de l\u2019espace publicitaire de Facebook : celle-ci r\u00e9activait sans consentement des propositions de campagnes g\u00e9n\u00e9r\u00e9es par l\u2019IA ayant d\u00e9j\u00e0 \u00e9t\u00e9 \u00ab refus\u00e9es \u00bb. 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