{"id":311922,"date":"2020-06-02T04:00:00","date_gmt":"2020-06-02T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/video-un-tag-unique-pour-tous-les-environnements\/"},"modified":"2024-11-13T10:45:44","modified_gmt":"2024-11-13T10:45:44","slug":"video-un-tag-unique-pour-tous-les-environnements","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/video-un-tag-unique-pour-tous-les-environnements\/","title":{"rendered":"Vid\u00e9o : <br \/>Un tag unique pour tous les environnements"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">Si la vid\u00e9o est l\u2019un des formats publicitaires les plus pris\u00e9s et en plus forte croissance, sa mesure est plus compliqu\u00e9e que le display. Elle n\u00e9cessite davantage de ressources pour la mettre en place ainsi que des int\u00e9grations sp\u00e9cifiques selon l\u2019environnement. C\u2019est pourquoi IAS a d\u00e9velopp\u00e9 une solution permettant d\u2019impl\u00e9menter plus facilement la mesure de la vid\u00e9o, quel que soit l\u2019environnement, via un tag unique capable de mesurer les grands indicateurs de qualit\u00e9 m\u00e9dia en environnement Web, Mobile In-App et TV Connect\u00e9e*.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h3><b>Un tag unique pour un usage multi-\u00e9crans<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Si certains usages vont \u00eatre pr\u00e9dominants sur un \u00e9cran ou environnement (par exemple, les r\u00e9seaux sociaux sur smartphone), la vid\u00e9o est au contraire une pratique multi-\u00e9crans. En effet, selon notre r\u00e9cente<\/span><a href=\"https:\/\/integralads.com\/fr\/insider\/etude-tv-connectee-et-streaming-video\/\"> <span style=\"font-weight: 400;\">\u00c9tude TV Connect\u00e9e et Streaming Vid\u00e9o en France<\/span><\/a><span style=\"font-weight: 400;\">, lorsqu\u2019ils regardent des contenus vid\u00e9o en streaming, pr\u00e8s des deux tiers des Fran\u00e7ais interrog\u00e9s (64%) le font sur TV connect\u00e9e, suivie \u00e0 \u00e9galit\u00e9 du mobile et de l\u2019ordinateur (47% chacun). Cela montre ainsi l\u2019importance de pouvoir mesurer l\u2019efficacit\u00e9 de ses campagnes publicitaires vid\u00e9o sur chacun de ces \u00e9crans. D\u2019o\u00f9 l\u2019int\u00e9r\u00eat d\u2019un tag unique capable de mesurer la visibilit\u00e9 des campagnes, la qualit\u00e9 de leur contexte de diffusion ou encore le taux d\u2019impressions frauduleuses \u00e0 la fois sur le web, mais aussi sur applications mobiles ou encore en environnement de TV connect\u00e9e, et cela de mani\u00e8re uniforme.<\/span><\/p>\n<h3><b>Une mesure vid\u00e9o unifi\u00e9e<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Cr\u00e9er un tag pour chaque environnement, selon les sp\u00e9cificit\u00e9s d\u2019une campagne, son ad-server, DSP, etc., prend du temps et pr\u00e9sente un risque d\u2019erreur en multipliant ces t\u00e2ches complexes. Cela repr\u00e9sente ainsi pour l\u2019annonceur une potentielle perte de temps et d\u2019argent avant m\u00eame que leur campagne ait commenc\u00e9.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le tag vid\u00e9o unique rationalise les processus de cr\u00e9ation de tags. Il d\u00e9tecte de mani\u00e8re dynamique l&#8217;environnement dans lequel la vid\u00e9o est diffus\u00e9e afin d\u2019utiliser la technologie de mesure ad\u00e9quate. Concr\u00e8tement, il s\u2019agit de s\u00e9lectionner le \u00ab Unified Video Tag \u00bb dans l\u2019interface IAS et cela remonte ensuite via l\u2019interface les indicateurs de qualit\u00e9 m\u00e9dia d\u2019une campagne par \u00e9cran et environnement (Desktop, Mobile, Tablette, TV Connect\u00e9e).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette solution de tag unique facilite ainsi le lancement et la mesure des campagnes vid\u00e9o pour les agences et annonceurs.<\/span><\/p>\n<h6><span style=\"font-weight: 400;\">* IAS a lanc\u00e9 en juin 2019 une solution d\u2019ad-v\u00e9rification en environnement \u00ab OTT \u00bb (Over-the-top), regroupant les acc\u00e8s aux TV connect\u00e9es via Smart TV ou consoles de jeux. En France, l\u2019acc\u00e8s aux contenus vid\u00e9o \u00e0 la demande sur TV connect\u00e9e se fait majoritairement, \u00e0 90%, via les boxes Internet (IPTV), et minoritairement via OTT (10%). La mesure OTT fonctionne et IAS explore la partie IPTV en France mais n\u00e9cessite, pour aboutir, les donn\u00e9es anonymis\u00e9es des op\u00e9rateurs t\u00e9l\u00e9coms.\u00a0<\/span><\/h6>\n<h3>T\u00e9l\u00e9chargez notre toolkit vid\u00e9o<\/h3>\n","protected":false},"excerpt":{"rendered":"<p>IAS a d\u00e9velopp\u00e9 une solution permettant d\u2019impl\u00e9menter plus facilement la mesure de la vid\u00e9o, quel que soit l\u2019environnement, via un tag unique.<\/p>\n","protected":false},"author":1,"featured_media":296640,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[444,467,445,449,468,448],"tags":[469],"class_list":["post-311922","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-efficacite-optimisation","category-fraude-publicitaire","category-mobile-et-applications","category-tv-connectee-et-video","category-visibilite","tag-tag-unique"],"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>Vid\u00e9o : Un tag unique pour tous les environnements - 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\/video-un-tag-unique-pour-tous-les-environnements\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vid\u00e9o : Un tag unique pour tous les environnements\" \/>\n<meta property=\"og:description\" content=\"IAS a d\u00e9velopp\u00e9 une solution permettant d\u2019impl\u00e9menter plus facilement la mesure de la vid\u00e9o, quel que soit l\u2019environnement, via un tag unique.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/video-un-tag-unique-pour-tous-les-environnements\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-06-02T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-13T10:45:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/unified-video-tag-tile-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1584\" \/>\n\t<meta property=\"og:image:height\" content=\"1585\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/video-un-tag-unique-pour-tous-les-environnements\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/video-un-tag-unique-pour-tous-les-environnements\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Vid\u00e9o : Un tag unique pour tous les environnements\",\"datePublished\":\"2020-06-02T04:00:00+00:00\",\"dateModified\":\"2024-11-13T10:45:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/video-un-tag-unique-pour-tous-les-environnements\\\/\"},\"wordCount\":527,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/video-un-tag-unique-pour-tous-les-environnements\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/unified-video-tag-tile-1.png\",\"keywords\":[\"tag unique\"],\"articleSection\":[\"Brand Safety &amp; 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