{"id":311854,"date":"2017-08-14T04:00:00","date_gmt":"2017-08-14T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/glossaire-sur-la-visibilite\/"},"modified":"2024-11-13T10:54:47","modified_gmt":"2024-11-13T10:54:47","slug":"glossaire-sur-la-visibilite","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/glossaire-sur-la-visibilite\/","title":{"rendered":"Visibilit\u00e9 : Glossaire"},"content":{"rendered":"
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La visibilite\u0301 d\u2019une publicite\u0301 digitale, c’est l\u2019opportunite\u0301 d’e\u0302tre vue par un ve\u0301ritable consommateur.<\/p>\n

Pour e\u0302tre conside\u0301re\u0301e comme visible, une publicite\u0301 doit re\u0301pondre aux crite\u0300res de base de\u0301finis par l’industrie publicitaire, par exemple le trafic frauduleux et notamment robotique, doit syste\u0301matiquement e\u0302tre exclu des impressions visibles.<\/p>\n

La visibilite\u0301 ne permet pas de connai\u0302tre l’efficacite\u0301 d’une publicite\u0301, ni de savoir si cette dernie\u0300re a e\u0301te\u0301 vue par le public cible\u0301 mais c\u2019est une 1e\u0300re e\u0301tape ne\u0301cessaire et indispensable vers l\u2019efficacite\u0301.<\/p>\n

T\u00e9l\u00e9chargez notre dernier livre blanc pour tout savoir sur la visibilit\u00e9.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

Et consultez ci-dessous notre glossaire des mots-cl\u00e9s essentiels en mati\u00e8re de visibilit\u00e9 :<\/strong><\/p>\n

Ad stacking \u00a0(empilement de publicit\u00e9s)\u00a0<\/strong>
\nConsiste \u00e0 placer plusieurs publicit\u00e9s les unes sur les autres au sein d\u2019un seul emplacement publicitaire, seule la premi\u00e8re \u00e9tant visible.<\/p>\n

Above the fold (ATF – moiti\u00e9 sup\u00e9rieure de la page)<\/strong>
\nPublicit\u00e9s plac\u00e9es sur une page web l\u00e0 o\u00f9 elles sont imm\u00e9diatement visibles (sans besoin de faire d\u00e9filer la page).<\/p>\n

Below the fold (BTF – moiti\u00e9 inf\u00e9rieure de la page)<\/strong>
\nPublicit\u00e9s plac\u00e9es plus bas dans une page web, n\u00e9cessitant que le consommateur fasse d\u00e9filer la page pour les voir.<\/p>\n

Indicateurs bas\u00e9s sur les clics\u00a0<\/strong>
\nMesures \u00e9tablies suivant le nombre de consommateurs qui cliquent sur du contenu num\u00e9rique : nombre de clics sur la publicit\u00e9, taux de clic, etc.<\/p>\n

Dur\u00e9e d’exposition\u00a0<\/strong>
\nDur\u00e9e pendant laquelle une publicit\u00e9 a \u00e9t\u00e9 visible.<\/p>\n

Habillage\u00a0<\/strong>
\nUne campagne publicitaire occupant tout l’espace publicitaire disponible, et potentiellement un autre inventaire sp\u00e9cialis\u00e9, sur la page d’accueil d’un site web. Cependant, il s’agit rarement de tous les espaces publicitaires de la page. C’est souvent un format rich media associ\u00e9 \u00e0 un ou deux \u00e9l\u00e9ment(s) compl\u00e9mentaire(s).<\/p>\n

Iframe\u00a0<\/strong>
\nD\u00e9signe le cadre contenant une publicit\u00e9 au sein d’une page web. Un iframe peut avoir le m\u00eame domaine que la page principale o\u00f9 il est h\u00e9berg\u00e9 ou un domaine diff\u00e9rent (cross-domain).<\/p>\n

In-app\u00a0<\/strong>
\nApplications mobiles (t\u00e9l\u00e9phone ou tablette).<\/p>\n

Publicit\u00e9s vid\u00e9o in-stream\u00a0<\/strong>
\nPublicit\u00e9s vid\u00e9o qui sont ins\u00e9r\u00e9es dans un contenu vid\u00e9o soit avant (pre-roll), soit pendant (mid-roll), soit apr\u00e8s (post-roll).<\/p>\n

Interstitiels\u00a0<\/strong>
\nPublicit\u00e9s plein \u00e9cran ou pop-up qui recouvrent la totalit\u00e9 d\u2019une page web ou d\u2019une application. Elles sont g\u00e9n\u00e9ralement affich\u00e9es \u00e0 des points de transition naturels dans le flux d’une application ou d’une page web, par exemple entre deux activit\u00e9s diff\u00e9rentes ou pendant les pauses entre les diff\u00e9rents niveaux d’un jeu. Lorsqu’une application ou une page web affiche une publicit\u00e9 interstitielle, le consommateur a le choix soit de cliquer sur la publicit\u00e9 et continuer vers sa destination, soit de la fermer et de retourner vers l’application ou la page web.<\/p>\n

Taux de mesurabilit\u00e9<\/strong>
\nPourcentage de publicit\u00e9s dont un\u00a0<\/span>vendeur donn\u00e9 peut mesurer la visibilit\u00e9.<\/span><\/p>\n

Impressions mesurables<\/strong>
\nImpressions dont la visibilit\u00e9 peut\u00a0<\/span>\u00eatre mesur\u00e9e. La visibilit\u00e9 ne peut pas \u00eatre mesur\u00e9e pour toutes\u00a0<\/span>les publicit\u00e9s. En effet, certains environnements publicitaires\u00a0<\/span>peuvent emp\u00eacher les technologies de mesure d’acc\u00e9der aux\u00a0<\/span>informations n\u00e9cessaires.<\/span><\/p>\n

Tag<\/strong>
\nMorceau de code ajout\u00e9 \u00e0 la publicit\u00e9 pour envoyer des donn\u00e9es au mesureur, afin que la visibilit\u00e9 puisse \u00eatre d\u00e9termin\u00e9e.<\/p>\n

Mobile Rich Media Ad Interface Definitions (MRAID)\u00a0<\/strong>
\nEnsemble de normes d\u00e9finies par l\u2019IAB pour les publicit\u00e9s Rich Media et permettant d\u2019analyser l\u2019interaction de ces formats avec les applications au sein desquelles elles sont diffus\u00e9es. Fonctionnant en environnement HTML5 et JavaScript, le MRAID est utilis\u00e9 par les d\u00e9veloppeurs pour communiquer ce que ces publicit\u00e9s font au sein des applications : agrandir, redimensionner, obtenir l’acc\u00e8s aux fonctionnalit\u00e9s du device comme les \u00e9v\u00e9nements du calendrier, etc. Le MRAID ne s\u2019applique qu\u2019aux publicit\u00e9s mobile rich media en environnement in-app, il ne concerne pas le web mobile.<\/p>\n

Publicit\u00e9s vid\u00e9o out-stream\u00a0<\/strong>
\nPublicit\u00e9s vid\u00e9o qui se lancent\u00a0<\/span>automatiquement d\u00e8s l’instant o\u00f9 un consommateur navigue\u00a0<\/span>dessus au sein d’un contenu texte. On les appelle out-stream\u00a0<\/span>car la publicit\u00e9 est hors d\u2019un contenu vid\u00e9o. Au lieu de se\u00a0<\/span>lancer dans un lecteur vid\u00e9o classique, ces impressions de\u00a0<\/span>qualit\u00e9 peuvent \u00eatre lues dans des emplacements publicitaires\u00a0<\/span>standards, dans le coin d’une page, ou m\u00eame au sein d’un\u00a0<\/span>article. Connu aussi sous les termes in-read ou publicit\u00e9 vid\u00e9o\u00a0<\/span>native.<\/span><\/p>\n

Emplacement<\/strong>
\nEndroit o\u00f9 une publicit\u00e9 sera diffus\u00e9e. Les\u00a0<\/span>emplacements publicitaires auront des taux de visibilit\u00e9\u00a0<\/span>diff\u00e9rents selon l’activit\u00e9 du consommateur, selon qu\u2019ils sont\u00a0<\/span>situ\u00e9s dans la partie sup\u00e9rieure ou inf\u00e9rieure de la page, etc.<\/span><\/p>\n

Pr\u00e9-bid (pr\u00e9-ench\u00e8re)\u00a0<\/strong>
\nA lieu avant que l’achat m\u00e9dia \/l\u2019ench\u00e8re n\u2019ait lieu dans un environnement programmatique. Dans cet environnement, l’achat de publicit\u00e9s s’apparente \u00e0 une vente aux ench\u00e8res dans laquelle les acheteurs potentiels \u00ab ench\u00e9rissent \u00bb sur l’inventaire publicitaire souhait\u00e9. Une marque ou une agence peut chercher \u00e0 conna\u00eetre la probabilit\u00e9 que l’inventaire r\u00e9ponde \u00e0 certains crit\u00e8res (comme la visibilit\u00e9) avant d’ench\u00e9rir dessus. C’est ce qu’on appelle \u00ab pr\u00e9-bid \u00bb. La visibilit\u00e9 pr\u00e9-bid est la meilleure estimation qu’une publicit\u00e9 sera visible, mais ne le garantit pas.<\/p>\n

Rich media\u00a0<\/strong>
\nPublicit\u00e9 qui inclut des caract\u00e9ristiques avanc\u00e9es comme la vid\u00e9o, le son, ou d’autres \u00e9l\u00e9ments qui incitent la personne qui la regarde \u00e0 interagir et s’engager vis-\u00e0-vis du contenu. L’annonce peut s\u2019agrandir, flotter, se d\u00e9plier, etc.<\/p>\n

Video Ad Serving Template (VAST)\u00a0<\/strong>
\nScript qui donne aux\u00a0<\/span>lecteurs vid\u00e9o des informations pour servir les publicit\u00e9s.<\/span><\/p>\n

Video Player Ad-Serving Interface Definition (VPAID)<\/strong>
\nUne\u00a0<\/span>d\u00e9finition qui \u00e9tablit une interface commune entre les lecteurs\u00a0<\/span>vid\u00e9o et les unit\u00e9s publicitaires, permettant une exp\u00e9rience\u00a0<\/span>publicitaire interactive enrichie.<\/span><\/p>\n

Visibilit\u00e9\u00a0<\/strong>
\nOpportunit\u00e9 d\u2019une publicit\u00e9 d’\u00eatre vue par un consommateur. Pour \u00eatre consid\u00e9r\u00e9e comme \u00ab visible \u00bb, la publicit\u00e9 doit remplir au minimum les crit\u00e8res \u00e9tablis par le MRC.<\/p>\n","protected":false},"excerpt":{"rendered":"

La visibilit\u00e9 c’est la capacit\u00e9 \u00e0 ce qu’une\u00a0publicit\u00e9 soit vue par un consommateur r\u00e9el.\u00a0\u00a0Pour \u00eatre consid\u00e9r\u00e9e comme visible,\u00a0la publicit\u00e9 doit respecter les directives \u00e9tablies par l’industrie.<\/p>\n","protected":false},"author":1,"featured_media":297105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[449,448],"tags":[],"class_list":["post-311854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-et-applications","category-visibilite"],"acf":[],"yoast_head":"\nVisibilit\u00e9 : Glossaire - 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\/glossaire-sur-la-visibilite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visibilit\u00e9 : Glossaire\" \/>\n<meta property=\"og:description\" content=\"La visibilit\u00e9 c'est la capacit\u00e9 \u00e0 ce qu'une\u00a0publicit\u00e9 soit vue par un consommateur r\u00e9el.\u00a0\u00a0Pour \u00eatre consid\u00e9r\u00e9e comme visible,\u00a0la publicit\u00e9 doit respecter les directives \u00e9tablies par l'industrie.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/glossaire-sur-la-visibilite\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2017-08-14T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-13T10:54:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/library-books-1-760-760-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\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\\\/glossaire-sur-la-visibilite\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/glossaire-sur-la-visibilite\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Visibilit\u00e9 : Glossaire\",\"datePublished\":\"2017-08-14T04:00:00+00:00\",\"dateModified\":\"2024-11-13T10:54:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/glossaire-sur-la-visibilite\\\/\"},\"wordCount\":1016,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/glossaire-sur-la-visibilite\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/library-books-1-760-760-1.jpg\",\"articleSection\":[\"Mobile et applications\",\"Visibilit\u00e9\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/glossaire-sur-la-visibilite\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/glossaire-sur-la-visibilite\\\/\",\"name\":\"Visibilit\u00e9 : Glossaire - 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