{"id":312080,"date":"2017-09-19T04:00:00","date_gmt":"2017-09-19T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-publicite-digitale-annonceurs-se-mobilisent\/"},"modified":"2025-01-30T07:16:50","modified_gmt":"2025-01-30T07:16:50","slug":"france-publicite-digitale-annonceurs-se-mobilisent","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-publicite-digitale-annonceurs-se-mobilisent\/","title":{"rendered":"France | Les Echos : Publicit\u00e9 digitale, les annonceurs se mobilisent"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">L\u2019\u00e9tude d\u2019Integral Ad Science r\u00e9v\u00e8le une hausse de 47% des risques pour les publicit\u00e9s digitales d\u2019\u00eatre vues dans un contexte inappropri\u00e9. De quoi alerter les annonceurs.<\/span><\/span><\/span><\/span><\/p>\n<p>Du bon&#8230; et du moins bon. Des r\u00e9sultats satisfaisants en termes de visibilit\u00e9 pour les publicit\u00e9s vid\u00e9o; dont pr\u00e8s des trois quart (73,7 %) ont r\u00e9ellement \u00e9t\u00e9 vues au premier semestre 2017 (soit plus de deux secondes sur au moins 50 % de leur surface)&#8230;<\/p>\n<p>Mais un risque accru de l&#8217;ordre de 47% pour le display (et donc pour les vid\u00e9os qui y sont int\u00e9gr\u00e9es) d&#8217;\u00eatre visionn\u00e9 dans un contexte inappropri\u00e9 pour la marque (brand safety), c&#8217;est-\u00e0-dire aux c\u00f4t\u00e9s d&#8217;images violentes ou diffusant des discours haineux, n\u00e9gationnistes, homophobes ou pro-islamistes&#8230;Entre autres. Et un taux de 14,6 % d&#8217;impressions frauduleuses sur les six premiers mois de l&#8217;ann\u00e9e sur les campagnes non optimis\u00e9es par les solutions d&#8217;Integral Ad Science, contre 2,8 % au deuxi\u00e8me semestre 2016.<\/p>\n<p>C&#8217;est le bilan tr\u00e8s contrast\u00e9 auquel est parvenue la soci\u00e9t\u00e9 Integral Ad Science (IAS) France, sp\u00e9cialis\u00e9e dans la mesure, l&#8217;analyse et l&#8217;optimisation de la qualit\u00e9 m\u00e9dia digitale, au terme de l&#8217;\u00e9laboration de son traditionnel barom\u00e8tre publi\u00e9 pour le premier semestre 2017. Pour la premi\u00e8re fois, l&#8217;IAS avait d\u00e9cid\u00e9 de se pencher sur un champ inexplor\u00e9 jusqu&#8217;ici : les vid\u00e9os digitales diffus\u00e9es sur ordinateur.<\/p>\n<p>Lire l&#8217;int\u00e9gralit\u00e9 de l&#8217;article sur <a href=\"https:\/\/www.lesechos.fr\/2017\/09\/publicite-digitale-les-annonceurs-se-mobilisent-182262#AQwZtEjVeILRrhIQ.99\">Les Echos<\/a><\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour la premi\u00e8re fois, l&#8217;IAS avait d\u00e9cid\u00e9 de se pencher sur un champ inexplor\u00e9 jusqu&#8217;ici : les vid\u00e9os digitales diffus\u00e9es sur ordinateur.<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312080","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>France | Les Echos : Publicit\u00e9 digitale, les annonceurs se mobilisent - 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\/france-publicite-digitale-annonceurs-se-mobilisent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France | Les Echos : Publicit\u00e9 digitale, les annonceurs se mobilisent\" \/>\n<meta property=\"og:description\" content=\"Pour la premi\u00e8re fois, l&#039;IAS avait d\u00e9cid\u00e9 de se pencher sur un champ inexplor\u00e9 jusqu&#039;ici : les vid\u00e9os digitales diffus\u00e9es sur ordinateur.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/france-publicite-digitale-annonceurs-se-mobilisent\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T07:16:50+00:00\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/news\/france-publicite-digitale-annonceurs-se-mobilisent\/\",\"url\":\"https:\/\/integralads.com\/fr\/news\/france-publicite-digitale-annonceurs-se-mobilisent\/\",\"name\":\"France | Les Echos : Publicit\u00e9 digitale, les annonceurs se mobilisent - 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