{"id":311984,"date":"2021-11-17T15:16:16","date_gmt":"2021-11-17T15:16:16","guid":{"rendered":"https:\/\/integralads.com\/insider\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\/"},"modified":"2023-08-30T12:53:59","modified_gmt":"2023-08-30T12:53:59","slug":"lexpansion-de-la-supply-path-optimization-spo-en-programmatique","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\/","title":{"rendered":"L\u2019expansion de la Supply Path Optimization (SPO) en programmatique"},"content":{"rendered":"\n

Apr\u00e8s des ann\u00e9es d’adoption croissante, la publicit\u00e9 programmatique s’est hiss\u00e9e au premier plan des achats m\u00e9dias. Si la publicit\u00e9 programmatique permet de maximiser la couverture d’audience et d\u2019augmenter l’efficacit\u00e9 des campagnes, le manque de visibilit\u00e9 sur les co\u00fbts au cours de la cha\u00eene d’achat et la transparence restent les principales pr\u00e9occupations des acheteurs m\u00e9dias.<\/p>\n\n\n\n

Dans notre derni\u00e8re \u00e9tude, IAS s’est associ\u00e9 \u00e0 IPSOS pour interroger, aux Etats-Unis, les experts des m\u00e9dias digitaux qui font des achats programmatiques. L’objectif \u00e9tait de mieux comprendre les perceptions de la publicit\u00e9 programmatique, en particulier l’optimisation de la cha\u00eene d’achat (SPO).<\/p>\n\n\n\n

L\u2019\u00e9tude r\u00e9v\u00e8le notamment que :<\/p>\n\n\n\n

– 95% des acheteurs m\u00e9dias mettent actuellement en \u0153uvre ou pr\u00e9voient de mettre en \u0153uvre une technologie de SPO au cours de l’ann\u00e9e prochaine.<\/p>\n\n\n\n

– 52% des experts m\u00e9dias affirment que la moiti\u00e9 ou plus de leur budget publicitaire est d\u00e9pens\u00e9 en programmatique.<\/p>\n\n\n\n

– 42% des acheteurs m\u00e9dias affirment que le manque de transparence est le principal d\u00e9fi de la publicit\u00e9 programmatique.<\/p>\n\n\n\n

T\u00e9l\u00e9chargez l’\u00e9tude compl\u00e8te en anglais, Perfecting your Supply Path<\/em>, pour d\u00e9couvrir comment les experts m\u00e9dias abordent la SPO.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s des ann\u00e9es d’adoption croissante, la publicit\u00e9 programmatique s’est hiss\u00e9e au premier plan des achats m\u00e9dias. Si la publicit\u00e9 programmatique permet de maximiser la couverture d’audience et d\u2019augmenter l’efficacit\u00e9 des campagnes, le manque de visibilit\u00e9 sur les co\u00fbts au cours…<\/p>\n","protected":false},"author":22,"featured_media":293895,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[467,463,478,441],"tags":[],"class_list":["post-311984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-efficacite-optimisation","category-etudes","category-informes","category-programmatique"],"acf":[],"yoast_head":"\nL\u2019expansion de la Supply Path Optimization (SPO) en programmatique - 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\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019expansion de la Supply Path Optimization (SPO) en programmatique\" \/>\n<meta property=\"og:description\" content=\"Apr\u00e8s des ann\u00e9es d’adoption croissante, la publicit\u00e9 programmatique s’est hiss\u00e9e au premier plan des achats m\u00e9dias. Si la publicit\u00e9 programmatique permet de maximiser la couverture d’audience et d\u2019augmenter l’efficacit\u00e9 des campagnes, le manque de visibilit\u00e9 sur les co\u00fbts au cours...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/fr\/insider\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-11-17T15:16:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-08-30T12:53:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/IAS_SPO_Insider.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"IAS Marketing\" \/>\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 Marketing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/\"},\"author\":{\"name\":\"IAS Marketing\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/7385283b34c18807943c65833f585b49\"},\"headline\":\"L\u2019expansion de la Supply Path Optimization (SPO) en programmatique\",\"datePublished\":\"2021-11-17T15:16:16+00:00\",\"dateModified\":\"2023-08-30T12:53:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/\"},\"wordCount\":224,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/IAS_SPO_Insider.png\",\"articleSection\":[\"Efficacit\u00e9 & Optimisation\",\"\u00c9tudes\",\"Informes\",\"Open Web\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/fr\\\/insider\\\/lexpansion-de-la-supply-path-optimization-spo-en-programmatique\\\/\",\"name\":\"L\u2019expansion de la Supply Path Optimization (SPO) en programmatique - 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