{"id":312147,"date":"2021-03-11T05:00:00","date_gmt":"2021-03-11T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/news\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/"},"modified":"2021-03-11T05:00:00","modified_gmt":"2021-03-11T05:00:00","slug":"xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/","title":{"rendered":"Xandr et Integral Ad Science s’associent pour offrir davantage de capacit\u00e9s contextuelles aux annonceurs"},"content":{"rendered":"

Integral Ad Science (IAS), un leader mondial de l\u2019ad-v\u00e9rification, annonce aujourd’hui que la plateforme d’achat de Xandr, Xandr Invest, int\u00e8gre d\u00e9sormais les capacit\u00e9s de ciblage et de filtrage contextuels d’IAS pour tous les achats programmatiques. Les annonceurs qui utilisent le DSP Invest, disponible dans le monde entier, peuvent acc\u00e9der \u00e0 la liste de plus de 300 segments contextuels d\u2019IAS pour cibler des contenus pertinents et optimiser leurs campagnes programmatiques en pr\u00e9-bid.<\/span><\/span><\/span><\/span><\/p>\n

Une \u00e9tude<\/a> r\u00e9cente d\u2019IAS r\u00e9v\u00e8le que pour 80% des consommateurs le contexte dans lequel les publicit\u00e9s apparaissent a un impact sur leur perception de la marque. Avec le contr\u00f4le du contexte, IAS offre aux acheteurs programmatiques au sein du DSP Invest de Xandr une pr\u00e9cision sans pr\u00e9c\u00e9dent pour cibler des contenus contextuellement pertinents pour leurs campagnes et \u00e9viter les contenus inappropri\u00e9s \u00e0 leur marque, tout en b\u00e9n\u00e9ficiant d\u2019une large couverture. Cette solution est d\u00e9j\u00e0 disponible pour les campagnes en anglais, fran\u00e7ais, allemand, italien et espagnol et d\u2019autres langues seront bient\u00f4t disponibles. Cette int\u00e9gration est une extension du partenariat entre IAS et Xandr, qui int\u00e9grait d\u00e9j\u00e0 la brand safety, la fraude et la visibilit\u00e9.<\/p>\n

“La croissance des achats programmatiques continue de d\u00e9passer les pr\u00e9visions, et en nous associant \u00e0 Xandr, nous aidons davantage d’annonceurs \u00e0 obtenir de meilleures performances pour leurs campagnes gr\u00e2ce aux derniers outils contextuels”, d\u00e9clare Lisa Utzschneider, CEO d’IAS. “Le contexte n’a jamais \u00e9t\u00e9 aussi pertinent pour les annonceurs dans le paysage publicitaire actuel, et ils ont maintenant plus de contr\u00f4le, directement dans le DSP Invest de Xandr, pour s\u2019assurer que leurs campagnes apparaissent dans les contextes les plus appropri\u00e9s”.<\/p>\n

“Nous constatons aujourd’hui que de plus en plus de responsables marketing s\u2019int\u00e9ressent au ciblage et au filtrage contextuels, ce qui rend d\u2019autant plus pertinent l\u2019extension de notre partenariat avec IAS”, ajoute Dylan McBride, Directeur des partenariats mondiaux chez Xandr. “Nos annonceurs recherchent la transparence et les contr\u00f4les n\u00e9cessaires pour d\u00e9ployer leurs campagnes aux c\u00f4t\u00e9s de contenus de confiance, et c’est exactement ce qu\u2019apporte IAS”.<\/p>\n","protected":false},"excerpt":{"rendered":"

IAS annonce aujourd’hui que la plateforme d’achat de Xandr, Xandr Invest, int\u00e8gre d\u00e9sormais les capacit\u00e9s de ciblage et de filtrage contextuels d’IAS pour tous les achats programmatiques.<\/p>\n","protected":false},"author":1,"featured_media":293819,"menu_order":0,"template":"","portfolio-types":[],"class_list":["post-312147","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nXandr et Integral Ad Science s'associent pour offrir davantage de capacit\u00e9s contextuelles aux annonceurs - 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\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Xandr et Integral Ad Science s'associent pour offrir davantage de capacit\u00e9s contextuelles aux annonceurs\" \/>\n<meta property=\"og:description\" content=\"IAS annonce aujourd'hui que la plateforme d'achat de Xandr, Xandr Invest, int\u00e8gre d\u00e9sormais les capacit\u00e9s de ciblage et de filtrage contextuels d'IAS pour tous les achats programmatiques.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/news\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Convo_Gray-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"840\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/news\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/\",\"url\":\"https:\/\/integralads.com\/fr\/news\/xandr-et-integral-ad-science-sassocient-pour-offrir-davantage-de-capacites-contextuelles-aux-annonceurs\/\",\"name\":\"Xandr et Integral Ad Science s'associent pour offrir davantage de capacit\u00e9s contextuelles aux annonceurs - 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