{"id":311874,"date":"2018-07-02T04:00:00","date_gmt":"2018-07-02T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\/"},"modified":"2023-08-30T14:17:46","modified_gmt":"2023-08-30T14:17:46","slug":"la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\/","title":{"rendered":"La mesure de la visibilit\u00e9 des publicit\u00e9s mobiles in-app en marche"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><em>Le SDK mobile open-source est d\u00e9sormais disponible pour tous depuis le 10 avril 2018. Une large adoption du SDK par les \u00e9diteurs et r\u00e9gies apportera aux marques une mesure fiable et permettra v\u00e9ritablement d\u2019am\u00e9liorer la visibilit\u00e9 des campagnes in-app.<\/em><\/p>\n<p><strong>LE D<\/strong><strong>\u00c9FI DE LA MESURE IN-APP<\/strong><strong>\u00a0<\/strong><\/p>\n<p>C\u2019est une r\u00e9alit\u00e9 aujourd\u2019hui\u00a0: le mobile d\u00e9passe d\u00e9sormais le desktop en termes d\u2019investissements publicitaires en France selon le barom\u00e8tre 2017 du SRI. En effet, le mobile capture 49% des investissements digitaux, le desktop 47% et l\u2019IPTV 4%. De plus, les investissements mobiles continuent d\u2019enregistrer une croissance fulgurante\u00a0: +59% en un an. La derni\u00e8re \u00e9dition des Advertising Expenditure Forecasts de Zenith (Publicis Media) pr\u00e9voit m\u00eame que la publicit\u00e9 mobile repr\u00e9sentera 30,5% des d\u00e9penses publicitaires mondiales en 2020, d\u00e9passant ainsi la t\u00e9l\u00e9vision. Il est donc plus essentiel que jamais de mesurer et d\u2019am\u00e9liorer la performance et la qualit\u00e9 des campagnes mobiles in-app, qui attirent les investissements les plus importants en digital aujourd\u2019hui et tous m\u00e9dias confondus demain.<\/p>\n<p>Cependant, la mesure des impressions publicitaires en environnement applicatif et par un tiers reste un vrai d\u00e9fi pour l\u2019ensemble du march\u00e9. S\u2019il existe une vraie demande de la part des annonceurs qui investissent d\u00e9sormais majoritairement sur mobile, l\u2019impl\u00e9mentation des outils de mesure peut s\u2019av\u00e9rer compliqu\u00e9e pour les \u00e9diteurs et plateformes. Ce qui pourrait \u00eatre un frein \u00e0 la progression continue des investissement mobiles avec d\u2019un c\u00f4t\u00e9, des annonceurs qui souhaitent mesurer 100% de leurs campagnes, et de l\u2019autre, certaines plateformes qui ne permettent de mesurer que 5 \u00e0 10% de l\u2019inventaire.<\/p>\n<p>Malgr\u00e9 la croissance fulgurante des d\u00e9penses publicitaires sur mobile, la plupart des campagnes dans cet environnement ne sont pas encore \u00e0 la hauteur en termes de performance et de qualit\u00e9, en grande partie en raison des difficult\u00e9s qui existaient \u00e0 impl\u00e9menter une solution de mesure de la qualit\u00e9 media. En effet, la mesure d\u2019inventaires en environnement in-app n\u00e9cessite que les \u00e9diteurs d\u2019applications et les SSP int\u00e8grent autant de SDK (Software Development Kit) que de mesureurs ou de partenaires. Or la mise en place de plusieurs SDK pr\u00e9sente plusieurs inconv\u00e9nients\u00a0:cela peut gonfler le poids d\u2019une application, cela n\u00e9cessite davantage de suivi pour assurer leur bon fonctionnement et cela peut \u00e9galement nuire \u00e0 l\u2019exp\u00e9rience utilisateur, avec des temps de chargement plus longs. Ces probl\u00e9matiques auxquelles s\u2019ajoutent les challenges techniques d\u2019impl\u00e9mentation de diff\u00e9rents SDK propri\u00e9taires contraignent les marques dans leur capacit\u00e9 \u00e0 mesurer la qualit\u00e9 m\u00e9dia des inventaires publicitaires in-app dans lesquels elles investissent.<\/p>\n<p>Le 10 avril 2018, l\u2019IAB Tech Lab a annonc\u00e9 <a href=\"https:\/\/iabtechlab.com\/press-releases\/iab-tech-lab-releases-open-measurement-software-development-kit-for-market-adoption-launches-compliance-program-to-facilitate-its-proper-use\/\">la disponibilit\u00e9 du SDK mobile open-source<\/a> pour l\u2019ensemble du march\u00e9. <em>\u00ab\u00a0Le SDK mobile open-source apporte transparence et la coh\u00e9rence \u00e0 la publicit\u00e9 mobile in-app\u00a0\u00bb,<\/em> <strong>explique Dennis Buchheim, Vice-Pr\u00e9sident et Directeur G\u00e9n\u00e9ral de l\u2019IAB Tech Lab<\/strong>. <strong>Nicole McCormack, Senior Vice President, Revenue Strategy &amp; Operations chez Flipboard<\/strong>, et membre du groupe de travail sur la mesure open-source de l\u2019IAB Tech Lab ajoute\u00a0: <em>\u00ab\u00a0Les investissements mobiles continuant \u00e0 enregistrer une tr\u00e8s forte croissance, le SDK open source r\u00e9pond au besoin urgent de mesurer les applications mobiles.\u00a0\u00bb <\/em><\/p>\n<p><strong>UN SDK OPEN-SOURCE D<\/strong><strong>\u00c9VELOPP<\/strong><strong>\u00c9 PAR IAS<\/strong><\/p>\n<p>Cette initiative a mis plusieurs ann\u00e9es \u00e0 aboutir. En d\u00e9cembre 2016, <a href=\"https:\/\/integralads.com\/fr\/news\/integral-ad-science-lance-un-sdk-open-source\/\">IAS a annonc\u00e9, avec le soutien de leaders du secteur de la publicit\u00e9 digitale, le lancement d\u2019un SDK open-source<\/a> permettant de mesurer la visibilit\u00e9 sur les applications mobiles, en vue d\u2019en faire une solution universelle pour le march\u00e9, disponible pour tous les ad-v\u00e9rificateurs. En effet, le caract\u00e8re open-source du SDK permet aux \u00e9diteurs de mesurer la qualit\u00e9 m\u00e9dia de leur inventaire mobile in-app sans avoir \u00e0 int\u00e9grer les diff\u00e9rents SDK de diff\u00e9rents ad-v\u00e9rificateurs. Et les annonceurs peuvent ainsi mesurer la qualit\u00e9 m\u00e9dia de leur inventaire in-app \u00e0 grande \u00e9chelle, quel que soit leur ad-v\u00e9rificateur. Cependant, une mesure \u00e0 grande \u00e9chelle n\u00e9cessite aussi une adoption du SDK \u00e0 grande \u00e9chelle.<\/p>\n<p><strong>\u00a0<img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-90352\" src=\"\/wp-content\/uploads\/2018\/07\/fr-insider-SDK-image-1-760x401.png\" alt=\"\" width=\"760\" height=\"401\" \/><\/strong><\/p>\n<p><strong>UN EFFORT DE L\u2019ENSEMBLE DU MARCH<\/strong><strong>\u00c9<\/strong><\/p>\n<p>En janvier 2017, l\u2019IAB Tech Lab a annonc\u00e9 reprendre la gouvernance du SDK open-source lanc\u00e9 par IAS et de l\u2019initiative g\u00e9n\u00e9rale. Le projet a ensuite \u00e9t\u00e9 confi\u00e9 au Groupe de Travail \u00ab\u00a0Open Measurement\u00a0\u00bb, dont IAS fait partie du comit\u00e9 dirigeant, aux c\u00f4t\u00e9s de ComScore, DoubleVerify, Google, Moat, Pandora et l\u2019IAB Tech Lab.<\/p>\n<p>Les premiers utilisateurs en test &#8211; parmi lesquels Flipboard, Google, InMobi, Pandora et Tapjoy &#8211; ont tout d\u2019abord travaill\u00e9 \u00e0 l&#8217;int\u00e9gration et au test de l&#8217;OM SDK (\u00ab\u00a0Open Measurement\u00a0\u00bb SDK ou SDK Open-Source). Suite \u00e0 l\u2019annonce de l\u2019IAB sur la disponibilit\u00e9 du SDK pour l\u2019ensemble du march\u00e9, Pandora a enti\u00e8rement int\u00e9gr\u00e9 l&#8217;OM SDK. Ces early-adopters sont ainsi les premiers \u00e0 b\u00e9n\u00e9ficier du SDK suite \u00e0 sa mise \u00e0 disposition sur le march\u00e9. Leurs efforts, en parall\u00e8le de l\u2019alignement du march\u00e9 sur l&#8217;achat et la vente d\u2019impressions aux standards de mesure de l\u2019OM SDK, simplifieront les achats et les pr\u00e9visions des campagnes programmatiques mobiles. Apr\u00e8s des tests exhaustifs, le SDK est enfin pr\u00eat \u00e0 \u00eatre adopt\u00e9 \u00e0 grand \u00e9chelle par le march\u00e9, et c\u2019est ce qui permettra v\u00e9ritablement de faire avancer la mesure.<\/p>\n<p>L&#8217;IAB Tech Lab recommande aux vendeurs ayant d\u00e9j\u00e0 impl\u00e9ment\u00e9 des SDK de migrer vers l\u2019OM SDK le plus t\u00f4t possible, et de pr\u00e9f\u00e9rence <strong>avant le 30 septembre 2018<\/strong>. Pass\u00e9e cette date, IAS et les autres ad-v\u00e9rificateurs membres du Groupe de Travail \u00ab\u00a0Open Measurement\u00a0\u00bb (OMWG) s&#8217;engagent \u00e0 ne plus supporter leurs SDK propri\u00e9taires, afin de favoriser le SDK open-source uniquement. Au cours de cette p\u00e9riode de transition, IAS, comme les autres ad-v\u00e9rificateurs, continuent de supporter leur SDK propri\u00e9taire aupr\u00e8s de leurs partenaires actuels l\u2019ayant int\u00e9gr\u00e9 afin d&#8217;\u00e9viter toute perturbation des mesures disponible actuellement.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-90358\" src=\"\/wp-content\/uploads\/2018\/07\/fr-insider-SDK-image-2-760x401.png\" alt=\"\" width=\"760\" height=\"401\" \/><\/p>\n<p><strong>ET APR<\/strong><strong>\u00c8<\/strong><strong>S\u00a0?<\/strong><\/p>\n<p>Le SDK mobile open-source est maintenant disponible sur tous les march\u00e9s. Les \u00e9diteurs d&#8217;applications ou les SSP\/networks souhaitant en savoir plus sur l&#8217;int\u00e9gration de l\u2019OM SDK peuvent contacter l\u2019IAB Tech Lab \u00e0 cette adresse <a href=\"mailto:omsdksupport@iabtechlab.com\">omsdksupport@iabtechlab.com<\/a>.<\/p>\n<p>Les annonceurs qui souhaitent en savoir plus sur les solutions IAS de mesure et d\u2019optimisation \u00a0de la qualit\u00e9 m\u00e9dia en environnement mobile in-app peuvent nous contacter \u00e0 cette adresse\u00a0: <a href=\"mailto:infoFR@integralads.com\">infoFR@integralads.com<\/a>.<\/p>\n<p><strong>Pour rappel, IAS vient de lancer, le 26 juin 2018, en France et \u00e0 l\u2019international, \u00a0des segments pr\u00e9-bid mobiles in-app permettant aux acheteurs programmatiques de cibler, au sein des applications mobiles, les inventaires brand-safe, non frauduleux et qui r\u00e9pondent \u00e0 leurs objectifs de visibilit\u00e9. <\/strong><strong><a href=\"https:\/\/integralads.com\/fr\/news\/ias-lance-solution-ameliorer-qualite-media-achats-programmatiques-environnement-mobile-in-app\/\">Cliquez ici pour en savoir plus<\/a><\/strong><strong>.<\/strong><strong>\u00a0<\/strong><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le SDK mobile open-source est d\u00e9sormais disponible pour tous depuis le 10 avril 2018. Une large adoption du SDK par les \u00e9diteurs et r\u00e9gies apportera aux marques une mesure fiable et permettra v\u00e9ritablement d\u2019am\u00e9liorer la visibilit\u00e9 des campagnes in-app.<\/p>\n","protected":false},"author":1,"featured_media":294444,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[449,448],"tags":[],"class_list":["post-311874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mobile-et-applications","category-visibilite"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>La mesure de la visibilit\u00e9 des publicit\u00e9s mobiles in-app en marche - 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\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La mesure de la visibilit\u00e9 des publicit\u00e9s mobiles in-app en marche\" \/>\n<meta property=\"og:description\" content=\"Le SDK mobile open-source est d\u00e9sormais disponible pour tous depuis le 10 avril 2018. Une large adoption du SDK par les \u00e9diteurs et r\u00e9gies apportera aux marques une mesure fiable et permettra v\u00e9ritablement d\u2019am\u00e9liorer la visibilit\u00e9 des campagnes in-app.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-02T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T14:17:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/fr-insider-SDK-image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2300\" \/>\n\t<meta property=\"og:image:height\" content=\"1214\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"La mesure de la visibilit\u00e9 des publicit\u00e9s mobiles in-app en marche\",\"datePublished\":\"2018-07-02T04:00:00+00:00\",\"dateModified\":\"2023-08-30T14:17:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/\"},\"wordCount\":1130,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/fr-insider-SDK-image-1.png\",\"articleSection\":[\"Mobile et applications\",\"Visibilit\u00e9\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/la-mesure-de-la-visibilite-des-publicites-mobiles-app-en-marche\\\/\",\"name\":\"La mesure de la visibilit\u00e9 des publicit\u00e9s mobiles in-app en marche - 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