{"id":333852,"date":"2024-06-25T09:01:28","date_gmt":"2024-06-25T09:01:28","guid":{"rendered":"https:\/\/integralads.com\/?post_type=portfolio&p=333852"},"modified":"2024-06-25T09:01:29","modified_gmt":"2024-06-25T09:01:29","slug":"microsoft-x-ias-une-solution-de-mesure-inedite-de-lefficacite-publicitaire","status":"publish","type":"portfolio","link":"https:\/\/integralads.com\/fr\/news\/microsoft-x-ias-une-solution-de-mesure-inedite-de-lefficacite-publicitaire\/","title":{"rendered":"Microsoft x IAS : une solution de mesure in\u00e9dite de l’efficacit\u00e9 publicitaire"},"content":{"rendered":"\n

Les marques b\u00e9n\u00e9ficient d\u00e9sormais d’une analyse ind\u00e9pendante de la brand safety et suitability, de la visibilit\u00e9 et du trafic invalide au sein de l’\u00e9cosyst\u00e8me publicitaire de Microsoft.<\/strong><\/p>\n\n\n\n

Integral Ad Science, leader mondial de mesure et d’optimisation des m\u00e9dias, a annonc\u00e9 aujourd’hui l\u2019extension de sa collaboration avec Microsoft Advertising. IAS fournit plusieurs mesures post-bid dont la brand safety et suitability, la visibilit\u00e9 et le trafic invalide sur les inventaires de Microsoft, notamment Microsoft Advertising Platform et Microsoft Invest, permettant ainsi aux annonceurs de b\u00e9n\u00e9ficier pour la premi\u00e8re fois d\u2019une mesure de leur audience cible, y compris du segment intentionniste.<\/p>\n\n\n\n

Cette collaboration permettra aux annonceurs de mieux interagir avec leurs audiences et de positionner leurs campagnes aux c\u00f4t\u00e9s de contenus s\u00fbrs et adapt\u00e9s aux valeurs de la marque gr\u00e2ce \u00e0 la plateforme IAS Signal. Ils pourront v\u00e9rifier le niveau de qualit\u00e9 m\u00e9dia en utilisant les mesures IAS gr\u00e2ce \u00e0 une vue unifi\u00e9e de leurs campagnes globales.  <\/p>\n\n\n\n

“Ce partenariat entre IAS et Microsoft est une premi\u00e8re pour le secteur et offre \u00e0 nos clients un acc\u00e8s \u00e0 des donn\u00e9es enrichies par le biais d’une v\u00e9rification tierce qui fournit des r\u00e9sultats intelligibles pour les annonceurs”, a d\u00e9clar\u00e9 Lisa Utzschneider, CEO d’IAS. “En utilisant les donn\u00e9es d’IAS, les annonceurs peuvent maximiser la performance de leurs campagnes et ont la garantie de cibler des personnes r\u00e9elles tout en prot\u00e9geant leur image de marque.”<\/p>\n\n\n\n

Les annonceurs peuvent d\u00e9sormais s’appuyer sur les  m\u00e9triques de mesure d’IAS pour d\u00e9terminer l’impact de leurs campagnes natives, vid\u00e9o, display et CTV au sein de l’\u00e9cosyst\u00e8me Microsoft Advertising, qui comprend tous les inventaires propri\u00e9taires de Microsoft et de ses partenaires directs.<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 Microsoft Advertising Platform, plateforme de publicit\u00e9 en ligne intuitive, les entreprises peuvent s\u00e9lectionner des Audiences Ads, telles que les publicit\u00e9s display, natives et vid\u00e9o sur les sites appartenant et exploit\u00e9s par Microsoft, tels que MSN, Outlook, Bing, Microsoft 365 et Microsoft Casual Games, ainsi que sur des \u00e9diteurs tiers de confiance tels que le New York Times, le Wall Street Journal, Buzzfeed. Les Audience Ads permettent d’atteindre facilement la cible id\u00e9ale au sein de placements premium gr\u00e2ce \u00e0 l’IA de Microsoft. <\/p>\n\n\n\n

Microsoft Invest est un DSP omnicanal d’entreprise qui permet aux annonceurs d’acc\u00e9der \u00e0 une offre large et exclusive d’\u00e9diteurs CTV pour cibler des audiences et g\u00e9n\u00e9rer des revenus  sur tous les \u00e9crans en achat programmatique. Capitalisant \u00e0 la fois  sur les avantages d’une plateforme et de donn\u00e9es interop\u00e9rables, Microsoft Invest offre la flexibilit\u00e9 n\u00e9cessaire pour effectuer des achats ax\u00e9s sur la performance, disponibles en programmatique afin d\u2019offrir des capacit\u00e9s de curation uniques. <\/p>\n\n\n\n

Les annonceurs peuvent toucher plus d’un milliard d’utilisateurs en programmatique, avec une port\u00e9e incr\u00e9mentale sur plusieurs millions d’utilisateurs qu\u2019ils ne pourraient probablement pas cibler autrement, en s\u2019appuyant sur des donn\u00e9es intentionnistes et sur les profils d’utilisateurs. <\/p>\n\n\n\n

“Nous sommes heureux d’\u00e9tendre notre collaboration avec IAS pour inclure de nouvelles capacit\u00e9s de mesure pour nos clients. La technologie d’IAS apporte des  niveaux suppl\u00e9mentaires d’informations sur les audiences de Microsoft \u00e0 travers l’\u00e9cosyst\u00e8me Microsoft Advertising, afin de d\u00e9velopper et d’am\u00e9liorer notre offre, et de r\u00e9affirmer notre engagement \u00e0 long terme de  prot\u00e9ger les investissements des annonceurs et de leur marque”, a d\u00e9clar\u00e9 Kya Sainsbury-Carter, Corporate Vice President, Microsoft Advertising. <\/p>\n\n\n\n

En 2020, IAS a \u00e9t\u00e9 s\u00e9lectionn\u00e9 comme premier partenaire  brand safety  de la plateforme sur le r\u00e9seau de Microsoft Advertising<\/a>, via une activation prebid des publicit\u00e9s natives sur desktop  et web mobile.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les marques b\u00e9n\u00e9ficient d\u00e9sormais d’une analyse ind\u00e9pendante de la brand safety et suitability, de la visibilit\u00e9 et du trafic invalide au sein de l’\u00e9cosyst\u00e8me publicitaire de Microsoft. Integral Ad Science, leader mondial de mesure et d’optimisation des m\u00e9dias, a annonc\u00e9…<\/p>\n","protected":false},"author":66,"featured_media":333831,"menu_order":0,"template":"","portfolio-types":[481,483],"class_list":["post-333852","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-types-communiques","portfolio-types-communiques-de-presse"],"acf":[],"yoast_head":"\nMicrosoft x IAS : une solution de mesure in\u00e9dite de l'efficacit\u00e9 publicitaire - 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\/microsoft-x-ias-une-solution-de-mesure-inedite-de-lefficacite-publicitaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Microsoft x IAS : une solution de mesure in\u00e9dite de l'efficacit\u00e9 publicitaire\" \/>\n<meta property=\"og:description\" content=\"Les marques b\u00e9n\u00e9ficient d\u00e9sormais d’une analyse ind\u00e9pendante de la brand safety et suitability, de la visibilit\u00e9 et du trafic invalide au sein de l’\u00e9cosyst\u00e8me publicitaire de Microsoft. 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