{"id":312058,"date":"2017-04-06T04:00:00","date_gmt":"2017-04-06T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/"},"modified":"2017-04-06T04:00:00","modified_gmt":"2017-04-06T04:00:00","slug":"integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/","title":{"rendered":"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S2 2016"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Integral Ad Science (IAS) publie aujourd\u2019hui son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 2\u00e8me semestre 2016. Ces r\u00e9sultats confirment notamment que Methbot n\u2019a pas eu d\u2019impact sur les clients IAS. Si la brand safety s\u2019am\u00e9liore par rapport au d\u00e9but d\u2019ann\u00e9e, elle reste concentr\u00e9e sur 3 cat\u00e9gories de risques : sites pornographiques, contenus violents et langage offensant. Quant \u00e0 la visibilit\u00e9, elle enregistre une forte baisse principalement li\u00e9e aux achats programmatiques.<\/p>\n<p><strong>Baisse de la visibilit\u00e9, surtout en programmatique <\/strong><\/p>\n<p>En France, la moiti\u00e9 des publicit\u00e9s (50,5%) servies au 2\u00e8me semestre ont \u00e9t\u00e9 visibles, c\u2019est-\u00e0-dire affich\u00e9es au moins 1 seconde sur au moins 50% de leur surface. Ce taux de visibilit\u00e9 enregistre une baisse par rapport au 1er semestre o\u00f9 il atteignait un niveau record de 61,6%. <\/p>\n<p>Cela s\u2019explique principalement par les achats programmatiques dont le taux de visibilit\u00e9 chute de 17 points \u00e0 45,3% (contre 62,6% au 1er semestre). Tandis que les achats directs sont relativement stables avec un taux de visibilit\u00e9 \u00e0 56,8% (contre 59,4% en d\u00e9but d\u2019ann\u00e9e). De plus, l\u2019adoption croissante par le march\u00e9 de solutions de mesure de la qualit\u00e9 m\u00e9dia am\u00e8ne une part plus importante d\u2019impressions non optimis\u00e9es au cours du semestre.<\/p>\n<p>A noter \u00e9galement, cela s\u2019inscrit dans une tendance g\u00e9n\u00e9rale o\u00f9 les taux de visibilit\u00e9 baissent \u00e9galement dans d\u2019autres pays, notamment au Royaume-Uni et, dans une moindre mesure, en Allemagne et aux Etats-Unis. <\/p>\n<p><strong>0,1% d\u2019impressions frauduleuses sur les campagnes optimis\u00e9es<\/strong><\/p>\n<p>IAS distingue d\u00e9sormais pour la fraude les campagnes optimis\u00e9es &#8211; ayant fait l\u2019objet d\u2019un filtrage pro-actif des impressions frauduleuses &#8211; des campagnes non optimis\u00e9es. Les campagnes optimis\u00e9es n\u2019ont quasiment aucune impression frauduleuse (0,1% en France) contrairement aux campagnes non optimis\u00e9es (2,8%), d\u00e9montrant ainsi l\u2019efficacit\u00e9 de notre technologie et les \u00e9conomies de budget que les annonceurs peuvent en tirer.  <\/p>\n<p>Autre enseignement de ce barom\u00e8tre, c\u2019est la nuit que les fraudeurs s\u00e9vissent. En effet, le taux de fraude commence \u00e0 augmenter \u00e0 partir de minuit pour atteindre son pic \u00e0 4h du matin. Le niveau de fraude d\u00e9cro\u00eet ensuite lentement jusqu\u2019\u00e0 8h, heure \u00e0 partir de laquelle elle se maintient \u00e0 un niveau faible et stable jusqu\u2019\u00e0 23h.<br \/>\n<strong><br \/>\nTrois principales cat\u00e9gories de risques : pornographie, violence et langage offensant  <\/strong><\/p>\n<p>La part de publicit\u00e9s diffus\u00e9es dans un contexte inappropri\u00e9 pour la marque baisse depuis le d\u00e9but de l\u2019ann\u00e9e avec 3,4% d\u2019impressions risqu\u00e9es au 2\u00e8me semestre 2016 contre 6,2% au 1er semestre 2016. <\/p>\n<p>Cependant, la brand safety reste un enjeu majeur pour les annonceurs afin de prot\u00e9ger leur marque et \u00e9viter de se retrouver involontairement associ\u00e9s \u00e0 des contenus risqu\u00e9s : vid\u00e9os extr\u00e9mistes, sites pornographiques ou fake news par exemple. Notre barom\u00e8tre r\u00e9v\u00e8le en effet que les principales cat\u00e9gories de risque sont les sites pornographiques, les contenus violents (dont les fake news) et le langage offensant. Que ce soit en achats directs ou programmatiques, ces 3 cat\u00e9gories repr\u00e9sentent 80% et plus des impressions risqu\u00e9es.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Integral Ad Science publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 2\u00e8me semestre 2016.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312058","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S2 2016 - Integral Ad Science<\/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:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S2 2016\" \/>\n<meta property=\"og:description\" content=\"Integral Ad Science publie son barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 2\u00e8me semestre 2016.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/\",\"url\":\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-barometre-de-la-qualite-media-digitale-s2-2016\/\",\"name\":\"Integral Ad Science : Barom\u00e8tre de la qualit\u00e9 m\u00e9dia digitale S2 2016 - 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