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Un vanity metric, c'est précisément ce que la presse fabriquait avec sa diffusion par tiers : un chiffre bien gonflé. Le mot, je l'ai entendu pour la première fois pendant une interview menée avec Hamza Kourimate, CMO de Dailymotion Advertising. Le taux de clic, le taux de complétion d'une vidéo, le nombre de vues c’est facile à suivre. C’est facile à caser dans un reporting. Mais ça ne dit rien de l'impact réel sur la marque. Quand j’entends le mot en 2025, je vois un problème vieux d'un siècle.","absoluteBoundingBox":{"x":-8454.0,"y":22609.80078125,"width":489.0,"height":264.0},"isolatedAbsoluteRenderBounds":{"x":-8453.837890625,"y":22613.71484375,"width":487.4970703125,"height":233.337890625},"relativeTransform":[[1.0,0.0,0.0],[0.0,1.0,0.0]],"size":{"x":489.0,"y":264.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0705882385373116,"g":0.0,"b":0.227450981736183,"a":1.0},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","strokes":[],"strokeWeight":0.0,"effects":[],"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1],"characters":"Revenons à ma prière du début. Un vanity metric, c'est précisément ce que la presse fabriquait avec sa diffusion par tiers : un chiffre bien gonflé.\n\nLe mot, je l'ai entendu pour la première fois pendant une interview menée avec Hamza Kourimate, CMO de Dailymotion Advertising. Le taux de clic, le taux de complétion d'une vidéo, le nombre de vues c’est facile à suivre. C’est facile à caser dans un reporting. Mais ça ne dit rien de l'impact réel sur la marque. 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ce chiffre brut du tirage, on sait le faire grossir. 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metrics : un problème vieux d'un siècle","description":"Le taux de clic, le taux de complétion d'une vidéo, le nombre de vues c’est facile à suivre. C’est facile à caser dans un reporting. Mais ça ne dit rien de l'impact réel sur la marque. Quand j’entends le mot en 2025, je vois un problème vieux d'un siècle.","scalingMode":"REFLOW","lang":"fr","googleAnalyticsID":"GTM-NJ3X9CLP","customCodeHeadStart":"\n<style>\n  /* Par défaut (pas de curseur custom) → curseur natif visible */\n  body:not(.use-custom-cursor),\n  body:not(.use-custom-cursor) * {\n    cursor: auto !important;\n  }\n\n  /* Quand le curseur custom est actif → on masque le curseur natif PARTOUT\n     (sauf l'élément .custom-cursor lui-même) */\n  body.use-custom-cursor,\n  body.use-custom-cursor *:not(.custom-cursor) {\n    cursor: none !important;\n  }\n\n  /* Curseur custom */\n  .custom-cursor {\n    position: fixed;\n    top: 0; left: 0;\n    width: 24px; height: 24px;            /* ajuste si besoin */\n    pointer-events: none;\n    transform: translate(-50%, -50%);\n    z-index: 2147483647;\n    background: url(\"/ton-cursor.svg\") no-repeat center / contain;\n    will-change: transform;\n  }\n</style>\n\n<script>\n(function () {\n  // --- utils\n  function isContactPath() {\n    var p = (location.pathname + location.hash).toLowerCase();\n    // adapte la condition selon ton routing (hash, trailing slash, etc.)\n    return p.includes(\"/contact\") || p.includes(\"#/contact\");\n  }\n\n  var mouseMoveHandler = null;\n  var iframeCheckHandler = null;\n  var currentMode = null; // \"custom\" | \"native\"\n\n  function enableCustomCursor() {\n    if (currentMode === \"custom\") return;\n    currentMode = \"custom\";\n\n    document.body.classList.add(\"use-custom-cursor\");\n\n    // créer le curseur si absent\n    var cursor = document.querySelector(\".custom-cursor\");\n    if (!cursor) {\n      cursor = document.createElement(\"div\");\n      cursor.className = \"custom-cursor\";\n      document.body.appendChild(cursor);\n    } else {\n      cursor.style.display = \"block\";\n    }\n\n    // suivre la souris\n    if (!mouseMoveHandler) {\n      mouseMoveHandler = function (e) {\n        cursor.style.top = e.clientY + \"px\";\n        cursor.style.left = e.clientX + \"px\";\n      };\n      document.addEventListener(\"mousemove\", mouseMoveHandler, { passive: true });\n    }\n\n    // gérer les iframes : cacher le curseur custom au survol d'un iframe\n    if (!iframeCheckHandler) {\n      iframeCheckHandler = function (e) {\n        var iframes = Array.from(document.querySelectorAll(\"iframe\"));\n        var overIframe = iframes.some(function (f) {\n          var r = f.getBoundingClientRect();\n          return e.clientX >= r.left && e.clientX <= r.right &&\n                 e.clientY >= r.top  && e.clientY <= r.bottom;\n        });\n        var cc = document.querySelector(\".custom-cursor\");\n        if (cc) cc.style.display = overIframe ? \"none\" : \"block\";\n      };\n      document.addEventListener(\"mousemove\", iframeCheckHandler, { passive: true });\n    }\n  }\n\n  function disableCustomCursor() {\n    if (currentMode === \"native\") return;\n    currentMode = \"native\";\n\n    document.body.classList.remove(\"use-custom-cursor\");\n\n    // retirer le curseur custom s'il existe\n    var cc = document.querySelector(\".custom-cursor\");\n    if (cc) cc.remove();\n\n    // enlever les handlers si présents\n    if (mouseMoveHandler) {\n      document.removeEventListener(\"mousemove\", mouseMoveHandler, { passive: true });\n      mouseMoveHandler = null;\n    }\n    if (iframeCheckHandler) {\n      document.removeEventListener(\"mousemove\", iframeCheckHandler, { passive: true });\n      iframeCheckHandler = null;\n    }\n  }\n\n  function applyCursorMode() {\n    if (isContactPath()) {\n      disableCustomCursor();   // page contact → curseur natif\n    } else {\n      enableCustomCursor();    // autres pages → curseur custom\n    }\n  }\n\n  // --- hook sur les changements de route (SPA)\n  function hookHistory() {\n    var push = history.pushState;\n    var replace = history.replaceState;\n\n    history.pushState = function () {\n      var ret = push.apply(this, arguments);\n      window.dispatchEvent(new Event(\"app:navigation\"));\n      return ret;\n    };\n    history.replaceState = function () {\n      var ret = replace.apply(this, arguments);\n      window.dispatchEvent(new Event(\"app:navigation\"));\n      return ret;\n    };\n\n    window.addEventListener(\"popstate\", function(){ window.dispatchEvent(new Event(\"app:navigation\")); });\n    window.addEventListener(\"hashchange\", function(){ window.dispatchEvent(new Event(\"app:navigation\")); });\n    window.addEventListener(\"app:navigation\", applyCursorMode);\n  }\n\n  // init\n  document.addEventListener(\"DOMContentLoaded\", function () {\n    hookHistory();\n    applyCursorMode(); // 1er calcul au chargement\n  });\n})();\n</script>\n","faviconFilename":"f49c0840f478ac01fab4eccfc15935c18401fe82.png","labs":{"E5FBBA911B2B7A09E649D4BE6CDF8591EAEFC881":false}},"sourceCodeHash":"03956e9f470f10fd178f0c683b25236e5148db05"}