{"id":311980,"date":"2021-07-15T09:03:59","date_gmt":"2021-07-15T09:03:59","guid":{"rendered":"https:\/\/integralads.com\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/"},"modified":"2023-08-30T12:55:50","modified_gmt":"2023-08-30T12:55:50","slug":"interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/","title":{"rendered":"Interview d&#8217;expert : Audrey Podeur, Coordinatrice Tracking International chez iProspect"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"311980\" class=\"elementor elementor-311980\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-5b722bf6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"33934\" data-id=\"5b722bf6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-254c883d\" data-eae-slider=\"79188\" data-id=\"254c883d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-42c9dc78 elementor-widget elementor-widget-text-editor\" data-id=\"42c9dc78\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tn<p><strong>Pouvez-vous vous pru00e9senter ? Quel est votre ru00f4le chez iProspect ?<\/strong><\/p>nnnn<p>Audrey PODEUR, Coordinatrice Tracking International chez iProspect depuis 2014. Actuellement en charge de la coordination internationale tracking des comptes AccorHotels, Groupe SEB, Groupe Estu00e9e Lauder.<\/p>nnnn<p>Ju2019ai du00e9butu00e9 dans le milieu du digital en tant Chef de Projet Tracking et ensuite Chef de Groupe Tracking chez GroupM (WPP) de 2008 u00e0 2014 ou00f9 ju2019ai notamment eu lu2019occasion de mettre en place avec nos clients de lu2019u00e9poque les 1ers outils de mesure de la visibilitu00e9.<\/p>nnnn<p><strong>La qualitu00e9 mu00e9dia digitale est-elle un sujet important pour vos clients ? Comment travaillez-vous dessus avec vos clients ?<\/strong><\/p>nnnn<p>Oui cu2019est un sujet important, notamment pour nos campagnes Branding. Cette mesure tierce nous permet de vu00e9rifier que la campagne est diffusu00e9e dans un environnement favorable pour la marque, en excluant les contextes pouvant porter atteinte u00e0 son image.<\/p>nnnn<p>Cela nous permet aussi de bu00e9nu00e9ficier de KPIs supplu00e9mentaires (autres que les basiques CTR, eCPC, eCPM, taux du2019arrivu00e9e etc) pour u00e9valuer les performances de nos campagnes (taux de visibilitu00e9, eCPMview) qui deviennent aussi un axe de nu00e9gociation avec les ru00e9gies (ex&nbsp;: ne payer que les impressions considu00e9ru00e9es comme vues ou alors ru00e9allouer gracieusement le volume u00ab&nbsp;non vu&nbsp;u00bb (ou en deu00e7u00e0 de lu2019objectif) sur une prochaine campagne, ne pas reconduire une ru00e9gie dans un plan si sur les 2 ou 3 pru00e9cu00e9dentes campagnes elle nu2019atteint pas le taux de visibilitu00e9 objectivu00e9).<\/p>nnnn<p>On identifie en amont avec le client le KPI que lu2019on va prendre en compte pour u00e9valuer la campagne en fonction de sa typologie <em>(en leur expliquant bien que la fraude u00e0 0% et la visibilitu00e9 u00e0 100<\/em><em>% nu2019existent pas) <\/em>et la fau00e7on dont on va lu2019exploiter pour nu00e9gocier avec les ru00e9gies afin de pru00e9venir ces derniu00e8res au moment du brief.<\/p>nnnn<p><strong>Quels sont les sujets et objectifs prioritaires pour eux ? pour vous ?<\/strong><\/p>nnnn<p>Les annonceurs ont en premier lieu besoin de savoir que leurs campagnes sont diffusu00e9es dans des environnements brand-safe et du2019avoir la possibilitu00e9 du2019ajuster le tir si besoin en jouant sur les niveaux de risque et\/ou en mettant en place une liste du2019exclusion. Autre prioritu00e9 pour eux, ils souhaitent avoir une vision sur la part de leur investissement ru00e9ellement vu et pouvoir nu00e9gocier avec les ru00e9gies.<\/p>nnnn<p>Cu00f4tu00e9 agences, ces 2 sujets sont u00e9galement prioritaires et nous avons u00e9galement besoin de KPIs supplu00e9mentaires nous permettant du2019u00e9valuer nos campagnes, comme par exemple la duru00e9e du2019exposition des campagnes. Cu00f4tu00e9 Adops, dans une optique du2019efficacitu00e9 opu00e9rationnelle, nous devons pouvoir nous appuyer sur un outil complet en termes de mesure (niveau formats et devices), une interface user-friendly proposant le self tagging pour une meilleure agilitu00e9, et un support ru00e9actif en cas de soucis, autant de conditions remplies par IAS.<\/p>nnnn<p><strong>On a beaucoup parlu00e9 de la disparition des cookies depuis le du00e9but de lu2019annu00e9e. Le ciblage contextuel devient-il un sujet clu00e9 pour vos clientsu00a0?<\/strong><\/p>nnnn<p>Effectivement compte tenu des ru00e9cents changements autour du cookie (ru00e9glementation CNIL au niveau de consentement cookies) et ceux u00e0 venir avec la fin annoncu00e9e des tiers sur Chrome annoncu00e9e courant 2022 puis reportu00e9e u00e0 2023, il est important pour nous agences et nos annonceurs de ru00e9flu00e9chir u00e0 la fau00e7on dont nous allons pouvoir ru00e9colter la data demain et la fau00e7on de la ru00e9exploiter. Aujourdu2019hui, il est primordial pour les annonceurs de travailler sur leur taux de consentement afin de limiter lu2019impact sur leur couverture.<\/p>nnnn<p>Demain, il faudra se ru00e9inventer dans un monde cookieless avec des pistes comme lu2019unique ID (mais en environnement logguu00e9u2026) ou le ciblage contextuel.<\/p>n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>C\u00f4t\u00e9 Adops, nous devons pouvoir nous appuyer sur un outil complet en termes de mesure, une interface user-friendly proposant le self tagging, et un support r\u00e9actif.<\/p>\n","protected":false},"author":1,"featured_media":311981,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,472,467,485],"tags":[],"class_list":["post-311980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-ciblage-contextuel","category-efficacite-optimisation","category-featured-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview d&#039;expert : Audrey Podeur, Coordinatrice Tracking International chez iProspect - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"C\u00f4t\u00e9 Adops, nous devons pouvoir nous appuyer sur un outil complet en termes de mesure, une interface user-friendly proposant le self tagging, et un support r\u00e9actif.\" \/>\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\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview d&#039;expert : Audrey Podeur, Coordinatrice Tracking International chez iProspect\" \/>\n<meta property=\"og:description\" content=\"C\u00f4t\u00e9 Adops, nous devons pouvoir nous appuyer sur un outil complet en termes de mesure, une interface user-friendly proposant le self tagging, et un support r\u00e9actif.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-15T09:03:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T12:55:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/08\/Photo-Audrey-P.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"432\" \/>\n\t<meta property=\"og:image:height\" content=\"432\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Interview d&#8217;expert : Audrey Podeur, Coordinatrice Tracking International chez iProspect\",\"datePublished\":\"2021-07-15T09:03:59+00:00\",\"dateModified\":\"2023-08-30T12:55:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/\"},\"wordCount\":640,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/fr\/insider\/interview-dexpert-audrey-podeur-coordinatrice-tracking-international-chez-iprospect\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/08\/Photo-Audrey-P.jpg\",\"articleSection\":[\"Analyses\",\"Ciblage Contextuel\",\"Efficacit\u00e9 &amp; 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