{"id":311933,"date":"2020-11-18T05:00:00","date_gmt":"2020-11-18T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/innovations-dv360-ciblage-contextuel-et-tag-automatise\/"},"modified":"2023-08-30T13:21:42","modified_gmt":"2023-08-30T13:21:42","slug":"innovations-dv360-ciblage-contextuel-et-tag-automatise","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/innovations-dv360-ciblage-contextuel-et-tag-automatise\/","title":{"rendered":"Innovations IAS dans DV360 : Ciblage contextuel et
tag automatis\u00e9"},"content":{"rendered":"

Une grande majorit\u00e9 de consommateurs pr\u00e9f\u00e8re voir des publicit\u00e9s dans un contexte pertinent. En effet, selon notre r\u00e9cente \u00e9tude <\/span>\u00ab La puissance du contexte \u00bb<\/span><\/a>, 70% des consommateurs trouvent qu\u2019il est important que les publicit\u00e9s qu\u2019ils voient soient pertinentes par rapport au contenu<\/strong> qu\u2019ils sont en train de consulter. Et cela influence leur perception de la publicit\u00e9 et la marque, 56% d\u2019entre eux ayant une opinion plus favorable des marques diffusant leurs publicit\u00e9s dans un contenu pertinent. Le ciblage du bon contexte appara\u00eet ainsi comme essentiel pour les annonceurs qui souhaitent toucher efficacement leurs consommateurs.\u00a0<\/span><\/p>\n

Cibler les contextes publicitaires les plus pertinents gr\u00e2ce aux segments contextuels IAS dans DV360<\/b>\u00a0<\/b><\/h3>\n

Depuis des ann\u00e9es, les annonceurs et les agences utilisent les segments pr\u00e9-bid d\u2019IAS au sein du DSP de Google DV360 (Display & Video 360) pour prot\u00e9ger leurs achats programmatiques des risques de brand safety et de fraude et pour atteindre le niveau de visibilit\u00e9 souhait\u00e9 sur leurs campagnes.\u00a0<\/span><\/p>\n

L’ajout des nouveaux segments contextuels IAS dans DV360 permet en plus aux annonceurs de cibler les contextes publicitaires les plus pertinents pour leurs publicit\u00e9s.<\/strong> En effet, lorsqu’ils sont activ\u00e9s, les segments contextuels IAS filtrent de mani\u00e8re proactive les contenus qui ne sont pas conformes aux standards de brand suitability de la marque, parmi 100 cat\u00e9gories de contenus.<\/span><\/p>\n

Les sp\u00e9cialistes du marketing sont conscients qu’en ciblant des environnements pertinents, leurs publicit\u00e9s toucheront plus efficacement les consommateurs. Le principal obstacle \u00e9tait de savoir comment s’y prendre. Gr\u00e2ce \u00e0 la nouvelle option de filtrage pr\u00e9-bid contextuel d’IAS, disponible dans DV360, les marques peuvent d\u00e9sormais s\u2019assurer que leurs publicit\u00e9s seront positionn\u00e9es dans les environnements qui leurs semblent les plus pertinents. Ces segments utilisent la technologie s\u00e9mantique unique d’IAS pour \u00e9valuer le contexte, mais aussi la tonalit\u00e9 du contenu – positive, n\u00e9gative ou neutre – et l’\u00e9motion au niveau de la page. Cela apporte ainsi aux annonceurs un contr\u00f4le plus fin des contenus aux c\u00f4t\u00e9s desquels leurs publicit\u00e9s apparaissent, et cela \u00e0 \u00e9chelle globale.<\/span><\/p>\n

Contr\u00f4ler le contexte en alliant Brand Safety et Brand Suitability<\/b><\/h3>\n

Pour garantir la diffusion des publicit\u00e9s dans un contexte pertinent et dans un environnement de qualit\u00e9, les segments pre-bid contextuels d\u2019IAS au sein de DV360 doivent \u00eatre activ\u00e9s en compl\u00e9ment des segments pr\u00e9-bid de brand safety. Le filtrage sur la brand safety permet d\u2019abord d\u2019\u00e9viter les contenus risqu\u00e9s, selon les 7 grandes cat\u00e9gories de risques (Adulte, Alcool, Discours haineux, Drogues, Langage o\ufb00ensant, T\u00e9l\u00e9chargement ill\u00e9gal et Violence) et selon les crit\u00e8res et seuils \u00e9tablis par chaque marque pour chacune de ces cat\u00e9gories.<\/span><\/p>\n

En compl\u00e9ment, la technologie s\u00e9mantique d\u2019IAS, via le Natural Language Processing, pr\u00e9-analyse et classifie les pages au sein de 100 cat\u00e9gories standards de contextes. Les annonceurs peuvent ainsi s\u00e9lectionner les th\u00e9matiques les plus pertinentes parmi 100 cat\u00e9gories.<\/strong> De plus, pour chacune de ces cat\u00e9gories, elles peuvent d\u00e9cider de n\u2019appara\u00eetre uniquement aux c\u00f4t\u00e9s de contenus ayant une tonalit\u00e9 positive ou neutre<\/strong>, et \u00e9viter ainsi les contenus \u00e0 tonalit\u00e9 n\u00e9gative qui pourraient influencer n\u00e9gativement la perception de leurs publicit\u00e9s aupr\u00e8s des consommateurs. En effet, toujours selon l\u2019\u00e9tude <\/span>\u00ab La puissance du contexte \u00bb<\/span><\/a>, un contenu \u00e0 tonalit\u00e9 positive augmente de +93% l\u2019agr\u00e9ment d\u2019une publicit\u00e9. \u00c0 l\u2019inverse, une publicit\u00e9 pr\u00e8s d\u2019un contenu \u00e0 tonalit\u00e9 n\u00e9gative entra\u00eene notamment un agr\u00e9ment moindre de la marque (-39%) et une moindre r\u00e9ceptivit\u00e9 \u00e0 la publicit\u00e9 (-30%).<\/span><\/p>\n

Automatiser l\u2019ad-v\u00e9rification<\/b><\/h3>\n

Autre nouveaut\u00e9, les annonceurs et agences qui utilisent Campaign Manager et pilotent leurs campagnes sur DV360 b\u00e9n\u00e9ficient d\u2019une ad-v\u00e9rification automatis\u00e9e, via le nouveau \u201cAutomated Tag\u201d. L’int\u00e9gration du tag IAS en natif au sein de Google Campaign Manager permet \u00e0 ses utilisateurs de gagner un temps consid\u00e9rable au lancement de nouvelles campagnes. D\u00e8s l’activation faite, les impressions servies par Campaign Manager int\u00e8grent automatiquement l’ad-v\u00e9rification d\u2019IAS, et se synchronisent avec Display & Video 360 en tant que cr\u00e9ations tagu\u00e9es, r\u00e9duisant ainsi le temps n\u00e9cessaire \u00e0 la mise en ligne des campagnes. Selon<\/strong> <\/span>Lucie Decultot, Senior international digital account manager chez OMD<\/b> : \u201cLe temps consacr\u00e9 au wrapping des tags est r\u00e9duit d’environ 50%. En termes de temps et d\u2019actions, le processus est nettement simplifi\u00e9. Et cela permet \u00e9galement de r\u00e9duire le risque d\u2019erreurs\u201d<\/strong>.<\/strong> Du temps gagn\u00e9 et \u00e0 consacrer davantage \u00e0 la strat\u00e9gie et \u00e0 l\u2019optimisation des campagnes.<\/span><\/p>\n

De plus, les annonceurs peuvent facilement passer d\u2019une fonctionnalit\u00e9 de mesure (monitoring) \u00e0 une fonctionnalit\u00e9 de filtrage (blocking) des impressions ne correspondant pas \u00e0 leurs crit\u00e8res d\u2019ad-v\u00e9rification, sans avoir \u00e0 cr\u00e9er de nouveaux tags ni \u00e0 modifier leurs campagnes. Et ils peuvent \u00e9galement voir le nombre d\u2019impressions filtr\u00e9es directement dans les rapports de Campaign Manager. L\u2019acc\u00e8s \u00e0 toutes ces informations \u00e0 un m\u00eame endroit permet aux annonceurs de piloter plus facilement leur strat\u00e9gie pour atteindre leurs objectifs de campagnes.<\/span><\/p>\n

Vous voulez en savoir davantage\u00a0? T\u00e9l\u00e9chargez ici la plaquette Context Control pour DV360<\/a> et ci-dessous, la plaquette du tag automatis\u00e9. <\/strong><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

L’ajout des nouveaux segments contextuels IAS dans DV360 permet en plus aux annonceurs de cibler les contextes publicitaires les plus pertinents pour leurs publicit\u00e9s. En effet, lorsqu’ils sont activ\u00e9s, les segments contextuels IAS filtrent de mani\u00e8re proactive les contenus qui ne sont pas conformes aux standards de brand suitability de la marque, parmi 100 cat\u00e9gories de contenus.<\/p>\n","protected":false},"author":1,"featured_media":311934,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[472,441],"tags":[],"class_list":["post-311933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ciblage-contextuel","category-programmatique"],"acf":[],"yoast_head":"\nInnovations IAS dans DV360 : Ciblage contextuel et tag automatis\u00e9 - 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\/innovations-dv360-ciblage-contextuel-et-tag-automatise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Innovations IAS dans DV360 : Ciblage contextuel et tag automatis\u00e9\" \/>\n<meta property=\"og:description\" content=\"L'ajout des nouveaux segments contextuels IAS dans DV360 permet en plus aux annonceurs de cibler les contextes publicitaires les plus pertinents pour leurs publicit\u00e9s. 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