{"id":311863,"date":"2018-01-10T05:00:00","date_gmt":"2018-01-10T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/mobile-app-comment-mopub-apporte-visibilite-et-transparence-aux-editeurs-et-aux-annonceurs\/"},"modified":"2025-01-27T07:52:01","modified_gmt":"2025-01-27T07:52:01","slug":"mobile-app-comment-mopub-apporte-visibilite-et-transparence-aux-editeurs-et-aux-annonceurs","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/mobile-app-comment-mopub-apporte-visibilite-et-transparence-aux-editeurs-et-aux-annonceurs\/","title":{"rendered":"Mobile In-App : Comment MoPub apporte visibilit\u00e9 et transparence"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><strong>Avec des investissements publicitaires sur mobile sur le point de d\u00e9passer le desktop en 2018, il devient plus que jamais urgent de proposer une mesure de la visibilit\u00e9 in-app aux annonceurs et aux \u00e9diteurs, \u00e0 l\u2019instar de MoPub, qui a impl\u00e9ment\u00e9 le SDK d\u00e9velopp\u00e9 par IAS.<\/strong><\/span><\/span><\/span><\/span><\/p>\n<p>Nous passons un temps consid\u00e9rable sur nos smartphones. eMarketer estime qu\u2019en France nous passons environ 2 heures par jour sur Internet sur mobile. Aux Etats-Unis, cela attient m\u00eame 5 heures par jour\u00a0! Et plus des \u00be de ce temps serait pass\u00e9 sur applications en France, selon App Annie. On comprend ainsi ais\u00e9ment l\u2019int\u00e9r\u00eat des annonceurs pour les applications mobiles, d\u2019autant plus qu\u2019elles ne cessent de gagner du terrain que ce soit en reach ou en temps pass\u00e9. Ainsi, selon les nouvelles pr\u00e9visions de PwC, la publicit\u00e9 sur mobile va d\u00e9passer la publicit\u00e9 sur internet fixe en 2018 en France. eMarketer pr\u00e9voit m\u00eame que d\u2019ici 2020, le mobile repr\u00e9sentera pr\u00e8s de 80% des d\u00e9penses publicitaires digitales.<\/p>\n<p>En environnement in-app, il reste encore beaucoup \u00e0 faire pour r\u00e9pondre aux exigences de transparence des annonceurs en termes de qualit\u00e9 m\u00e9dia. Aussi, dans cette d\u00e9marche de transparence, <a href=\"https:\/\/www.applovin.com\/max\/\">MoPub<\/a>\u00a0a int\u00e9gr\u00e9 le SDK (Software Developement Kit) d\u2019Integral Ad Science qui permet aux annonceurs et aux \u00e9diteurs de mesurer plus facilement et plus largement la visibilit\u00e9 en environnement mobile in-app. La mesure de la visibilit\u00e9 d\u2019IAS est disponible par d\u00e9faut pour toutes les applications de la plateforme MoPub, soit 49 000 au total, \u00e0 condition que les \u00e9diteurs de ces applications int\u00e8grent le dernier SDK de MoPub.<\/p>\n<p>\u00ab\u00a0<em>La mesure de la visibilit\u00e9 sur mobile est essentielle pour les acheteurs car ils cherchent de plus en plus \u00e0 atteindre leurs audiences et consommateurs via les applications mobiles. En int\u00e9grant directement la technologie d\u2019IAS au sein du SDK de MoPub, nous sommes d\u00e9sormais capables d\u2019offrir une solution int\u00e9gr\u00e9e de mesure de la visibilit\u00e9 \u00e0 l\u2019ensemble de nos \u00e9diteurs dans le monde, et par cons\u00e9quent, d\u2019\u00e9tendre l\u2019inventaire in-app disponible pour les acheteurs et mesurable par IAS. Nous sommes ravis de travailler avec IAS sur cette initiative fondamentale pour le march\u00e9<\/em> \u00bb, indique Meridith Miller, Head of Commercial Partnership chez MoPub.<\/p>\n<p>En d\u00e9cembre 2016, IAS a lanc\u00e9 un SDK mobile open-source, permettant aux \u00e9diteurs de mesurer leur inventaire in-app sans avoir \u00e0 int\u00e9grer de multiples SDK de diff\u00e9rents partenaires. Ce SDK open-source offre diff\u00e9rents avantages aux \u00e9diteurs\u00a0: il re\u0301duit le temps de de\u0301veloppement n\u00e9cessaire pour impl\u00e9menter la mesure, il permet d\u2019ame\u0301liorer le temps de chargement des publicite\u0301s et il permet aussi aux \u00e9diteurs d\u2019augmenter significativement leurs revenus. Tandis que les marques peuvent quant \u00e0 elles b\u00e9n\u00e9ficier d\u2019une mesure de la visibilit\u00e9 in-app fiable et transparente. Les r\u00e9sultats leur permettent d\u2019optimiser leurs campagnes multi-\u00e9crans.<\/p>\n<p>Pour rappel, l\u2019IAB a ensuite repris la gouvernance du SDK mobile open-source au sein de l\u2019IAB Tech Lab coalition for Open Measurement. Ces initiatives devraient permettre une large adoption du SDK open source et l\u2019e\u0301tablir comme la solution de mesure de re\u0301fe\u0301rence.<\/p>\n<p>\u00ab\u00a0<em>Je me r\u00e9jouis de voir l\u2019\u00e9volution du MRAID au SDK, c\u2019est une p\u00e9riode cl\u00e9 pour le march\u00e9 de la publicit\u00e9 digitale et les environnements mobiles in-app. \u00bb<\/em>, indique Jason Cooper, General Manager, Mobile chez IAS. <em>\u00ab\u00a0Nous sommes ravis d\u2019accompagner MoPub pour les aider \u00e0 apporter davantage de transparence au march\u00e9 dans l\u2019univers mobile in-app programmatique, avec une solution qui b\u00e9n\u00e9ficie \u00e0 la fois aux \u00e9diteurs et aux annonceurs.<\/em>\u00a0\u00bb<\/p>\n<p>La publicit\u00e9 digitale efficace commence et se termine avec l\u2019exp\u00e9rience publicitaire du consommateur, et non l\u2019impression individuelle. L\u2019impl\u00e9mentation du SDK open-source am\u00e9liorant le temps de chargement des publicite\u0301s, elle contribue ainsi \u00e0 am\u00e9liorer l\u2019exp\u00e9rience utilisateur. Le SDK permet aussi de mieux comprendre les opportunit\u00e9s de contact des consommateurs avec les diff\u00e9rents devices et optimiser ainsi leur exposition multi-\u00e9crans.<\/p>\n<p>Pour mesurer la visibilit\u00e9 au sein de vos applications, vous pouvez t\u00e9l\u00e9charger la derni\u00e8re version du SDK de MoPub. Et si vous \u00eates un acheteur \u00e0 la recherche d\u2019un inventaire mesurable via MoPub, contactez directement l\u2019\u00e9quipe en charge de votre compte.<\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec des investissements publicitaires sur mobile sur le point de d\u00e9passer le desktop en 2018, il devient plus que jamais urgent de proposer une mesure de la visibilit\u00e9 in-app aux annonceurs et aux \u00e9diteurs, \u00e0 l\u2019instar de MoPub, qui a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":297085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[448],"tags":[],"class_list":["post-311863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mobile In-App : Comment MoPub apporte visibilit\u00e9 et transparence - 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