{"id":311925,"date":"2020-07-06T04:00:00","date_gmt":"2020-07-06T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/economisez-15-de-vos-depenses-programmatiques-avec-ias\/"},"modified":"2023-08-30T13:31:25","modified_gmt":"2023-08-30T13:31:25","slug":"economisez-15-de-vos-depenses-programmatiques-avec-ias","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/economisez-15-de-vos-depenses-programmatiques-avec-ias\/","title":{"rendered":"Programmatique : \u00c9conomisez 15% de d\u00e9penses inutiles"},"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;\">Les achats programmatiques peuvent \u00eatre davantage expos\u00e9s aux risques de fraude et de brand safety ainsi qu\u2019\u00e0 des espaces moins visibles. C\u2019est pourquoi GroupM France a choisi IAS pour les aider \u00e0 d\u00e9ployer une strat\u00e9gie mondiale efficace et de grande ampleur pour les campagnes programmatiques d\u2019un de ses annonceurs majeurs.&nbsp;<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gr\u00e2ce aux r\u00e9sultats et analyses d\u2019IAS, <strong>GroupM France a<\/strong> <strong>identifi\u00e9 les march\u00e9s et les campagnes qui avaient des niveaux de visibilit\u00e9 inf\u00e9rieurs \u00e0 la moyenne<\/strong>, ainsi que&nbsp; les march\u00e9s et les campagnes qui avaient des niveaux de fraude et de risque brand-safety sup\u00e9rieurs \u00e0 la moyenne, et cela sur tous ses partenaires programmatiques.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Les r\u00e9sultats de cette analyse ont incit\u00e9 GroupM \u00e0 activer les segments pr\u00e9-bid de visibilit\u00e9, de fraude et de brand-safety d\u2019IAS au sein de son DSP<\/strong>. Gr\u00e2ce \u00e0 cela, GroupM a pu cibler des impressions ayant des taux de visibilit\u00e9 plus \u00e9lev\u00e9s dans chaque pays o\u00f9 ils menaient des campagnes publicitaires. Parall\u00e8lement, les segments pr\u00e9-bid d\u2019IAS ont permis de filtrer imm\u00e9diatement le trafic invalide ainsi que les contenus probl\u00e9matiques pour l\u2019image de la marque, et cela avant m\u00eame de placer une ench\u00e8re sur un inventaire. GroupM a ainsi pu observer une baisse imm\u00e9diate des niveaux de fraude et de risque brand-safety.&nbsp;<\/span><\/p>\n<p><strong>Gr\u00e2ce \u00e0 cette strat\u00e9gie, 15% des d\u00e9penses publicitaires ont pu \u00eatre r\u00e9allou\u00e9es \u00e0 des impressions efficaces, permettant de g\u00e9n\u00e9rer des r\u00e9sultats commerciaux.&nbsp;<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Le taux de visibilit\u00e9 a progress\u00e9 de 9,8 points dans le monde.<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Le trafic invalide et le risque brand-safety ont diminu\u00e9 \u00e0 des niveaux respectifs de 0,56% et 0,2%.<\/strong><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-116467\" src=\"\/wp-content\/uploads\/2020\/07\/Viewability_v4_768-760x361.jpg\" alt=\"\" width=\"760\" height=\"361\"><\/p>\n<h3><strong><span style=\"color: #ff574a;\">T\u00e9l\u00e9chargez le Case Study pour en savoir plus.<\/span><\/strong><\/h3>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gr\u00e2ce \u00e0 cette strat\u00e9gie, 15% des d\u00e9penses publicitaires programmatiques ont pu \u00eatre r\u00e9allou\u00e9es \u00e0 des impressions efficaces, permettant de g\u00e9n\u00e9rer des r\u00e9sultats commerciaux.<\/p>\n","protected":false},"author":1,"featured_media":296541,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[450,467,485,441],"tags":[],"class_list":["post-311925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies-fr","category-efficacite-optimisation","category-featured-fr","category-programmatique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - 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