{"id":312096,"date":"2018-04-25T04:00:00","date_gmt":"2018-04-25T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/france-i-offremedia-visibilite-preoccupation-majoritaire-clients-dintegral-ad-science\/"},"modified":"2025-01-30T06:26:04","modified_gmt":"2025-01-30T06:26:04","slug":"france-i-offremedia-visibilite-preoccupation-majoritaire-clients-dintegral-ad-science","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/france-i-offremedia-visibilite-preoccupation-majoritaire-clients-dintegral-ad-science\/","title":{"rendered":"France I Offremedia : La visibilit\u00e9 est la pr\u00e9occupation majoritaire des clients d’Integral Ad Science"},"content":{"rendered":"

Apr\u00e8s un livre blanc sur la brand safety (voir archive), Integral Ad Science publie aujourd\u2019hui les r\u00e9sultats d\u2019une premi\u00e8re \u00e9tude men\u00e9e aupr\u00e8s de 50 de ses clients en France (Dirigeants, VP, Directeurs de d\u00e9partement, Directeurs).<\/span><\/span><\/span><\/span><\/p>\n

L\u2019objectif de cette premi\u00e8re \u00e9dition effectu\u00e9e via un questionnaire online entre le 13 d\u00e9cembre 2017 et le 12 janvier 2018 est de faire un \u00e9tat des attentes du march\u00e9 sur la qualit\u00e9 des m\u00e9dias et de mettre en place un barom\u00e8tre reconduit chaque ann\u00e9e. Les principaux enseignements de cette \u00e9tude sont les suivants :
\n– La visibilit\u00e9 est la probl\u00e9matique la plus importante pour 56% (vs seulement 24,4% pour la fraude)
\n– Plus de la moiti\u00e9 (71%) des r\u00e9pondants incluent la visibilit\u00e9 dans leurs crit\u00e8res d\u2019achat d\u2019espace
\n– Brand safety et transparence sont identifi\u00e9es comme les principaux freins \u00e0 la progression des d\u00e9penses publicitaires digitales
\n– Que ce soit pour les achats programmatiques ou les r\u00e9seaux sociaux : Visibilit\u00e9 et brand safety sont les principaux risques avec un point d\u2019attention \u00e9lev\u00e9 (62%) sur la qualit\u00e9 des contenus vid\u00e9os sur lesquels les annonceurs communiquent
\n– Enfin, l\u2019\u00e9tude permet d\u2019identifier les principaux challenges du march\u00e9 en 2018 : RGPD (62,2%), brand safety (56,8%), fraude (54,1%) et transparence (51,4%).<\/p>\n

Cette \u00e9tude est publi\u00e9e alors que le SRI, l\u2019Udecam, le GESTE, l\u2019Uda, l\u2019ARPP et l\u2019IAB France viennent d\u2019annoncer la premi\u00e8re vague de sites labellis\u00e9s \u00abDigital Ad Trust\u00bb par l\u2019ACPM et le CESP (voir archive), qui impose notamment le respect de crit\u00e8res de brand safety et de visibilit\u00e9.<\/p>\n

Lire l’int\u00e9gralit\u00e9 de l’article sur Offremedia<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s un livre blanc sur la brand safety (voir archive), Integral Ad Science publie aujourd\u2019hui les r\u00e9sultats d\u2019une premi\u00e8re \u00e9tude men\u00e9e aupr\u00e8s de 50 de ses clients en France (Dirigeants, VP, Directeurs de d\u00e9partement, Directeurs). L\u2019objectif de cette premi\u00e8re \u00e9dition…<\/p>\n","protected":false},"author":1,"featured_media":0,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312096","portfolio","type-portfolio","status-publish","hentry"],"acf":[],"yoast_head":"\nFrance I Offremedia : La visibilit\u00e9 est la pr\u00e9occupation majoritaire des clients d'Integral Ad Science - 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-i-offremedia-visibilite-preoccupation-majoritaire-clients-dintegral-ad-science\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"France I Offremedia : La visibilit\u00e9 est la pr\u00e9occupation majoritaire des clients d'Integral Ad Science\" \/>\n<meta property=\"og:description\" content=\"Apr\u00e8s un livre blanc sur la brand safety (voir archive), Integral Ad Science publie aujourd\u2019hui les r\u00e9sultats d\u2019une premi\u00e8re \u00e9tude men\u00e9e aupr\u00e8s de 50 de ses clients en France (Dirigeants, VP, Directeurs de d\u00e9partement, Directeurs). 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