{"id":311861,"date":"2018-04-20T04:00:00","date_gmt":"2018-04-20T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ads-txt-un-an-apres-ou-en-est-on\/"},"modified":"2023-08-30T14:23:13","modified_gmt":"2023-08-30T14:23:13","slug":"ads-txt-un-an-apres-ou-en-est-on","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/ads-txt-un-an-apres-ou-en-est-on\/","title":{"rendered":"Ads.txt\u00a0: Un an apr\u00e8s, o\u00f9 en est-on\u00a0?"},"content":{"rendered":"

Cela fait presqu\u2019un an que l\u2019IAB Tech Lab a lanc\u00e9 l\u2019initiative ads.txt afin de lutter contre la fraude publicitaire en programmatique. L\u2019occasion de faire le point sur cette initiative anti-fraude, qui lutte notamment contre l\u2019usurpation de domaine (\u00ab\u00a0domain spoofing\u00a0\u00bb).<\/p>\n

D\u00e9velopp\u00e9 par l\u2019IAB Tech Lab,<\/a>\u00a0ads.txt est un r\u00e9pertoire o\u00f9 les \u00e9diteurs d\u00e9clarent leurs domaines et les entit\u00e9s autoris\u00e9es \u00e0 vendre leur inventaire. Cela permet ainsi aux acheteurs programmatiques d\u2019identifier les vendeurs l\u00e9gitimes d\u2019un inventaire donn\u00e9 et d\u2019\u00e9viter les inventaires frauduleux.<\/p>\n

Pr\u00e9occupation majeure des annonceurs, la fraude continue en effet \u00e0 gagner du terrain en France. Elle peut atteindre jusqu\u2019\u00e0 18,2% des impressions des campagnes non optimis\u00e9es avec nos solutions de filtrage pr\u00e9ventif des impressions frauduleuses, soit 3,6 points de plus qu\u2019au 1er<\/sup> semestre selon les r\u00e9sultats de notre dernier barom\u00e8tre de la qualit\u00e9 m\u00e9dia au 2\u00e8me<\/sup> semestre 2017.<\/p>\n

Plus difficiles \u00e0 contr\u00f4ler, les achats programmatiques repr\u00e9sentent ainsi une cible facile pour les fraudeurs.\u00a0Dans ce contexte, on comprend ais\u00e9ment les inqui\u00e9tudes des annonceurs et leur souhait d\u2019avoir davantage de transparence dans les achats programmatiques afin d\u2019endiguer ce ph\u00e9nom\u00e8ne. D\u2019autant plus que les achats programmatiques repr\u00e9sentent d\u00e9sormais pr\u00e8s des 2 tiers des investissements publicitaires digitaux 2017 en France (62%) selon le SRI, et ont progress\u00e9 de 41% en un an.<\/p>\n

Ainsi en cr\u00e9ant un r\u00e9pertoire officiel des inventaires d\u00e9clar\u00e9s et de leurs revendeurs autoris\u00e9s, une initiative comme ads.txt repr\u00e9sente-t-elle un grand pas en avant vers une plus grande transparence des achats programmatiques. Elle permet d\u2019investir avec confiance dans des espaces publicitaires non frauduleux.<\/p>\n

Son utilisation est simple\u00a0: les DSP (Demand-Side Platforms) peuvent parcourir les fichiers ads.txt des \u00e9diteurs afin de confirmer que le vendeur aupr\u00e8s de qui ils ach\u00e8tent (si ce n\u2019est pas \u00e0 l\u2019\u00e9diteur directement) est un vendeur v\u00e9rifi\u00e9. Par exemple, si un \u00e9diteur a d\u00e9clar\u00e9 plusieurs vendeurs et revendeurs autoris\u00e9s, le DSP filtrera toutes les impressions en provenance d\u2019une entit\u00e9 non pr\u00e9sente sur la liste.<\/p>\n

Le premier d\u00e9fi est, c\u00f4t\u00e9 \u00e9diteurs, de garder ces listes \u00e0 jour, et, c\u00f4t\u00e9 DSP, d\u2019ajouter une \u00e9tape pour parcourir les fichiers ads.txt des \u00e9diteurs et ensuite d\u2019adapter leurs ench\u00e8res programmatiques.<\/p>\n

2\u00e8me d\u00e9fi pour ads.txt\u00a0: l\u2019initiative ne sera efficace que si elle est largement adopt\u00e9e par le march\u00e9. Apr\u00e8s des d\u00e9buts timides avec seulement 13% d\u2019\u00e9diteurs ayant rejoint l\u2019initiative 3 mois apr\u00e8s son lancement, ads.txt a pris de l\u2019ampleur en fin d\u2019ann\u00e9e 2017 en rassemblant pr\u00e8s de la moiti\u00e9 des \u00e9diteurs (44%) selon Digiday<\/a>. L\u2019adoption d\u2019ads.txt par DBM a largement contribu\u00e9 \u00e0 ce premier d\u00e9collage. Et aujourd\u2019hui, aux Etats-Unis, 60% des \u00e9diteurs<\/a> du top 1 000 ont t\u00e9l\u00e9charg\u00e9 les fichiers ads.txt sur leurs sites selon OpenX qui s\u2019est bas\u00e9 sur le classement ComScore des \u00e9diteurs les plus importants. De plus, selon Index Exchange et dans le dernier article de Digiday, les annonceurs ont eux aussi observ\u00e9 cette mont\u00e9e en puissance et on estime \u00e0 82% la part de domaines du top 10 000 ayant un fichier ads.txt.<\/p>\n

Maintenant que la majorit\u00e9 des \u00e9diteurs ont adopt\u00e9 ads.txt, aux Etats-Unis tout du moins, les principaux DSP peuvent d\u00e9sormais se permettre de n\u2019acheter que de l\u2019inventaire v\u00e9rifi\u00e9 et d\u00e9clar\u00e9 via ads.txt.<\/p>\n

Pour autant il reste encore du chemin \u00e0 faire. D\u2019une part, rallier les \u00e9diteurs n\u2019ayant pas encore rejoint l\u2019initiative, soit 40% aux Etats-Unis, et estimer cette part en France. D\u2019autre part \u00e9largir le p\u00e9rim\u00e8tre d\u2019ads.txt au mobile. Et enfin, \u00e9valuer l\u2019impact de l\u2019initiative sur la fraude publicitaire en programmatique.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Cela fait presqu\u2019un an que l\u2019IAB Tech Lab a lanc\u00e9 l\u2019initiative ads.txt afin de lutter contre la fraude publicitaire en programmatique. L\u2019occasion de faire le point sur cette initiative anti-fraude, qui lutte notamment contre l\u2019usurpation de domaine (\u00ab\u00a0domain spoofing\u00a0\u00bb). D\u00e9velopp\u00e9…<\/p>\n","protected":false},"author":1,"featured_media":297064,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[445],"tags":[],"class_list":["post-311861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fraude-publicitaire"],"acf":[],"yoast_head":"\nAds.txt\u00a0: Un an apr\u00e8s, o\u00f9 en est-on\u00a0? - 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\/ads-txt-un-an-apres-ou-en-est-on\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ads.txt\u00a0: Un an apr\u00e8s, o\u00f9 en est-on\u00a0?\" \/>\n<meta property=\"og:description\" content=\"Cela fait presqu\u2019un an que l\u2019IAB Tech Lab a lanc\u00e9 l\u2019initiative ads.txt afin de lutter contre la fraude publicitaire en programmatique. 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