{"id":311868,"date":"2018-04-25T04:00:00","date_gmt":"2018-04-25T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/la-visibilite-est-la-preoccupation-majoritaire-des-clients-ias-en-france\/"},"modified":"2025-05-19T06:59:33","modified_gmt":"2025-05-19T06:59:33","slug":"la-visibilite-est-la-preoccupation-majoritaire-des-clients-ias-en-france","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/la-visibilite-est-la-preoccupation-majoritaire-des-clients-ias-en-france\/","title":{"rendered":"La visibilit\u00e9 est la pr\u00e9occupation majoritaire des clients IAS en France"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Pour la premi\u00e8re fois en France, nous avons men\u00e9 une \u00e9tude sur les grandes tendances du march\u00e9 de la publicit\u00e9 digitale en termes de qualit\u00e9 m\u00e9dia : quels sont les indicateurs prioritaires, les challenges et pr\u00e9occupations les plus importants, sur l&#8217;ensemble des achats m\u00e9dias et aussi plus sp\u00e9cifiquement en programmatique ou sur les r\u00e9seaux sociaux.<\/span><\/span><\/span><\/span><\/p>\n<p>R\u00e9alis\u00e9e du 13 d\u00e9cembre 2017 au 12 janvier 2018, l&#8217;\u00e9tude IAS sur les tendances de la qualit\u00e9 m\u00e9dia a \u00e9t\u00e9 men\u00e9e online via questionnaire,\u00a0aupr\u00e8s de 50 de nos clients en France (Dirigeants, VP, Directeurs de d\u00e9partement, Directeurs ou Managers).<\/p>\n<p>Les principaux enseignements de cette \u00e9tude relev\u00e9s par Offremedia sont les suivants :<\/p>\n<p>&#8211; La visibilit\u00e9 est la probl\u00e9matique la plus importante pour 56% (vs seulement 24,4% pour la fraude)<\/p>\n<p>&#8211; Plus de la moiti\u00e9 (71%) des r\u00e9pondants incluent la visibilit\u00e9 dans leurs crit\u00e8res d\u2019achat d\u2019espace<\/p>\n<p>&#8211; Brand safety et transparence sont identifi\u00e9es comme les principaux freins \u00e0 la progression des d\u00e9penses publicitaires digitales<\/p>\n<p>&#8211; Que ce soit pour les achats programmatiques ou les r\u00e9seaux sociaux : Visibilit\u00e9 et brand safety sont les principaux risques avec un point d\u2019attention \u00e9lev\u00e9 (62%) sur la qualit\u00e9 des contenus vid\u00e9os sur lesquels les annonceurs communiquent<\/p>\n<p>&#8211; Enfin, l\u2019\u00e9tude permet d\u2019identifier les principaux challenges du march\u00e9 en 2018 : RGPD (62,2%), brand safety (56,8%), fraude (54,1%) et transparence (51,4%).<\/p>\n<p>Cette \u00e9tude est publi\u00e9e alors que le SRI, l\u2019Udecam, le GESTE, l\u2019Uda, l\u2019ARPP et l\u2019IAB France viennent d\u2019annoncer la premi\u00e8re vague de sites labellis\u00e9s \u00abDigital Ad Trust\u00bb par l\u2019ACPM et le CESP (voir archive), qui impose notamment le respect de crit\u00e8res de brand safety et de visibilit\u00e9.<\/p>\n<p>Lire l&#8217;int\u00e9gralit\u00e9 de l&#8217;article sur Offremedia<\/p>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour la premi\u00e8re fois en France, nous avons men\u00e9 une \u00e9tude sur les grandes tendances du march\u00e9 de la publicit\u00e9 digitale en termes de qualit\u00e9 m\u00e9dia : quels sont les indicateurs prioritaires, les challenges et pr\u00e9occupations les plus importants, sur&#8230;<\/p>\n","protected":false},"author":1,"featured_media":306047,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,445,441,448],"tags":[],"class_list":["post-311868","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-fraude-publicitaire","category-programmatique","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - 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