{"id":311851,"date":"2017-06-01T04:00:00","date_gmt":"2017-06-01T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/"},"modified":"2023-08-30T14:28:38","modified_gmt":"2023-08-30T14:28:38","slug":"au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/","title":{"rendered":"Au-del\u00e0 de la mesure des impressions, il faut analyser l\u2019exposition des individus aux publicit\u00e9s"},"content":{"rendered":"

Pour 100%MATIC, Yann Le Roux, Directeur g\u00e9n\u00e9ral d’Integral Ad Science France (IAS), d\u00e9taille les enjeux de la visibilit\u00e9, de la fraude et de la brand safety pour cette ann\u00e9e, et les axes de d\u00e9veloppement d’IAS.<\/p>\n

100%MATIC : Quel constat dressez-vous de la brand safety et de la visibilit\u00e9 en France ?<\/strong><\/p>\n

Yann Le Roux : Jusqu\u2019\u00e0 pr\u00e9sent, le march\u00e9 \u00e9tait tr\u00e8s focalis\u00e9 sur la visibilit\u00e9 puis il y a eu une prise de conscience autour de la fraude au 2\u00e8me semestre 2016 avec la publication de diff\u00e9rents rapports chiffrant les pertes d\u2019argent qu\u2019elle g\u00e9n\u00e8re pour les annonceurs. En d\u00e9but d\u2019ann\u00e9e, c\u2019est la Brand Safety qui a \u00e9t\u00e9 au c\u0153ur de l\u2019actualit\u00e9 suite \u00e0 la diffusion de publicit\u00e9s dans des vid\u00e9os extr\u00e9mistes par exemple. Un peu sous-estim\u00e9 jusqu\u2019\u00e0 pr\u00e9sent, c\u2019est devenu un enjeu majeur pour les annonceurs dans le monde – y compris en France – et nous avan\u00e7ons avec YouTube sur la mesure de sa Brand Safety. Nos barom\u00e8tres de la qualit\u00e9 m\u00e9dia r\u00e9v\u00e8lent que les 3 principales cat\u00e9gories de risque en France, aux Etats-Unis ou au Royaume-Uni, sont les sites pornographiques, les contenus violents (dont les fake news qui ont \u00e9merg\u00e9 pendant la campagne pr\u00e9sidentielle am\u00e9ricaine) et le langage offensant. Elles repr\u00e9sentent \u00e0 elles 3 environ 80% des impressions risqu\u00e9es. En France, toujours selon notre barom\u00e8tre, 4% des impressions programmatiques ont \u00e9t\u00e9 diffus\u00e9es dans un contexte risqu\u00e9 pour la marque au 2\u00e8me semestre soit une l\u00e9g\u00e8re baisse par rapport au 1er semestre o\u00f9 l\u2019on \u00e9tait \u00e0 6,3%. Mais cela reste un sujet \u00e0 surveiller de pr\u00e8s compte tenu des r\u00e9centes actualit\u00e9s. Autre point d\u2019alerte aujourd\u2019hui, la visibilit\u00e9. En effet, le taux d\u2019impressions programmatiques visibles a baiss\u00e9 de 17 points \u00e0 45,3%. Cela montre que, m\u00eame si la visibilit\u00e9 est un sujet connu du march\u00e9 depuis longtemps, il faut toujours continuer \u00e0 la travailler et \u00e0 l\u2019am\u00e9liorer.<\/p>\n

100%MATIC : Vous venez d\u2019\u00e9largir votre int\u00e9gration avec The Trade Desk. En quoi consiste ce partenariat ?<\/strong><\/p>\n

YL-R : The Trade Desk int\u00e8gre d\u00e9sormais nos segments pr\u00e9-bid de brand safety pour le mobile in-app, c\u2019est-\u00e0- dire permettant d\u2019exclure, avant toute ench\u00e8re, les impressions risqu\u00e9es pour la marque dans l\u2019univers in-app, que ce soit en display et en vid\u00e9o. Cela s\u2019inscrit dans notre volont\u00e9 de proposer \u00e0 nos clients les solutions les plus efficaces pour prot\u00e9ger leurs marques et optimiser leurs campagnes programmatiques. Aujourd\u2019hui, nous avons le plus grand nombre d\u2019int\u00e9grations dans les DSP sur le march\u00e9 : nos segments pr\u00e9-bid de visibilit\u00e9, fraude et brand safety sont int\u00e9gr\u00e9s dans 16 DSP au total et 4 sp\u00e9cifiquement sur la brand safety en mobile in-app. Cela fait de nous le partenaire privil\u00e9gi\u00e9 permettant \u00e0 tous d\u2019ench\u00e9rir uniquement sur des impressions de qualit\u00e9 que ce soit en display, vid\u00e9o, desktop, web mobile ou in-app.<\/p>\n

100%MATIC : Quels sont vos axes de d\u00e9veloppement ?<\/strong><\/p>\n

YL-R : Nous avons r\u00e9cemment annonc\u00e9, en avril 2017, avancer avec YouTube sur la mesure de sa brand safety. Gr\u00e2ce \u00e0 cette initiative, les annonceurs obtiendront des r\u00e9sultats de brand safety suppl\u00e9mentaires et ind\u00e9pendants pour chaque emplacement o\u00f9 apparaissent leurs publicit\u00e9s sur YouTube. Plus g\u00e9n\u00e9ralement, une de nos priorit\u00e9s est de pouvoir mesurer et optimiser la visibilit\u00e9, la fraude et la brand safety sur les principaux walled gardens, en display et vid\u00e9o, sur desktop, web mobile et in-app. Nous sommes aujourd\u2019hui un des rares tiers de confiance \u00e0 mesurer la qualit\u00e9 m\u00e9dia sur Facebook, Instagram, YouTube, Twitter et d\u00e9sormais Snapchat. Autre priorit\u00e9, proposer \u00e0 nos clients d\u2019aller au-del\u00e0 de la mesure des impressions, en analysant l\u2019exposition des individus aux publicit\u00e9s visibles : combien de temps les consommateurs ont \u00e9t\u00e9 expos\u00e9s aux publicit\u00e9s d\u2019une campagne, combien de fois, etc. C\u2019est ce que propose notre solution Consumer Exposure qui sera bient\u00f4t disponible en France (en beta aux US actuellement).<\/p>\n

100MATIC : Selon vous, quels sont les enjeux 2017 sur le sujet de la fraude et de la visibilit\u00e9 ?<\/strong><\/p>\n

YL-R : Un des enjeux 2017 est d\u2019aider nos clients \u00e0 d\u00e9passer la distinction visible \/ non visible (quelle que soit la d\u00e9finition de la visibilit\u00e9 : standard MRC ou seuils personnalis\u00e9s) et \u00e0 travailler davantage la dur\u00e9e d\u2019exposition. C\u2019est en effet une plus grande dur\u00e9e d\u2019exposition qui permet v\u00e9ritablement d\u2019accro\u00eetre l\u2019efficacit\u00e9 publicitaire et d\u2019augmenter le ROI des campagnes. Plus g\u00e9n\u00e9ralement, les marques peuvent r\u00e9aliser des \u00e9conomies allant de 10% \u00e0 40% de leur budget digital en \u00e9liminant les impressions non visibles, frauduleuses, non brand-safe\u2026 Il reste encore une part importante qui n\u2019en a pas conscience et qu\u2019il faut convaincre. Cela permettra d\u2019am\u00e9liorer la qualit\u00e9 du m\u00e9dia digital. De m\u00eame, il est essentiel pour les \u00e9diteurs de prouver la valeur de leurs inventaires et rassurer ainsi les annonceurs sur la qualit\u00e9 des impressions qu\u2019ils ach\u00e8tent. Le label de qualit\u00e9 initi\u00e9 par le SRI et l\u2019UDECAM va dans ce sens et nous sommes ravis de pouvoir travailler avec eux sur ce sujet.<\/p>\n

Lire l’interview sur Offremedia<\/a><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour 100%MATIC, Yann Le Roux, Directeur g\u00e9n\u00e9ral d’Integral Ad Science France (IAS), d\u00e9taille les enjeux de la visibilit\u00e9, de la fraude et de la brand safety pour cette ann\u00e9e, et les axes de d\u00e9veloppement d’IAS.<\/p>\n","protected":false},"author":1,"featured_media":294417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[448],"tags":[],"class_list":["post-311851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visibilite"],"acf":[],"yoast_head":"\nAu-del\u00e0 de la mesure des impressions, il faut analyser l\u2019exposition des individus aux publicit\u00e9s - 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\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Au-del\u00e0 de la mesure des impressions, il faut analyser l\u2019exposition des individus aux publicit\u00e9s\" \/>\n<meta property=\"og:description\" content=\"Pour 100%MATIC, Yann Le Roux, Directeur g\u00e9n\u00e9ral d'Integral Ad Science France (IAS), d\u00e9taille les enjeux de la visibilit\u00e9, de la fraude et de la brand safety pour cette ann\u00e9e, et les axes de d\u00e9veloppement d'IAS.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-01T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T14:28:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/nl30-entete-yann_le_roux.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"770\" \/>\n\t<meta property=\"og:image:height\" content=\"460\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Au-del\u00e0 de la mesure des impressions, il faut analyser l\u2019exposition des individus aux publicit\u00e9s\",\"datePublished\":\"2017-06-01T04:00:00+00:00\",\"dateModified\":\"2023-08-30T14:28:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\"},\"wordCount\":899,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/nl30-entete-yann_le_roux.jpg\",\"articleSection\":[\"Visibilit\u00e9\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\",\"url\":\"https:\/\/integralads.com\/fr\/insider\/au-dela-de-la-mesure-des-impressions-il-faut-analyser-lexposition-des-individus-aux-publicites\/\",\"name\":\"Au-del\u00e0 de la mesure des impressions, il faut analyser l\u2019exposition des individus aux publicit\u00e9s - 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