{"id":311985,"date":"2022-03-28T09:24:11","date_gmt":"2022-03-28T09:24:11","guid":{"rendered":"https:\/\/integralads.com\/insider\/qualite-media-le-programmatique-est-il-competitif-les-reponses-en-video-dintermarche-et-conde-nast\/"},"modified":"2023-08-30T12:52:54","modified_gmt":"2023-08-30T12:52:54","slug":"qualite-media-le-programmatique-est-il-competitif-les-reponses-en-video-dintermarche-et-conde-nast","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/qualite-media-le-programmatique-est-il-competitif-les-reponses-en-video-dintermarche-et-conde-nast\/","title":{"rendered":"Qualit\u00e9 m\u00e9dia : le programmatique est-il comp\u00e9titif ?\u00a0Les r\u00e9ponses en vid\u00e9o d&#8217;Intermarch\u00e9 et Cond\u00e9 Nast"},"content":{"rendered":"<p>Dans cette \u00e9mission de <strong>Programmatic Society<\/strong>, <strong>Herv\u00e9 Ribaud Shinberg<\/strong>, Directeur M\u00e9dia, <strong>Intermarch\u00e9<\/strong>, <strong>St\u00e9phane Gillet<\/strong>, Head of Programmatic &amp; AdOps, <strong>Cond\u00e9 Nast<\/strong> et <strong>Yann Le Roux<\/strong>, notre Directeur g\u00e9n\u00e9ral Europe du Sud, <strong>Integral Ad Science<\/strong>, r\u00e9pondent \u00e0 4 questions autour de la probl\u00e9matique : \u201cQualit\u00e9 m\u00e9dia : le programmatique est-il comp\u00e9titif ?\u201d.<\/p>\n<p>Les achats programmatiques, qui permettent d\u2019acc\u00e9der \u00e0 des inventaires beaucoup plus larges qu\u2019en direct, ont longtemps \u00e9t\u00e9 envisag\u00e9s pour leur performance, sans gage de qualit\u00e9. Aujourd&#8217;hui, le programmatique permet d\u2019acc\u00e9der aux m\u00eames inventaires qu\u2019en direct et les acheteurs n\u2019ont plus \u00e0 choisir entre programmatique et qualit\u00e9 m\u00e9dia car il existe des outils comme les filtres pr\u00e9-bid qui permettent d\u2019acheter impression par impression, sur des crit\u00e8res de qualit\u00e9 m\u00e9dia (visibilit\u00e9, fraude, brand safety) et de contexte d\u00e9finis par l&#8217;annonceur. Au final, ces outils&nbsp; apportent une ma\u00eetrise plus fine des achats programmatiques par rapport aux achats directs.<\/p>\n<p>Pour <strong>Herv\u00e9 Ribaud Shinberg, Intermarch\u00e9, <\/strong>qui r\u00e9alise 90% des achats m\u00e9dias en programmatique, il est essentiel au travers de ses publicit\u00e9s de toucher sa cible avec respect notamment au travers de publicit\u00e9s diffus\u00e9es dans des environnements appropri\u00e9s et de qualit\u00e9. La qualit\u00e9 m\u00e9dia r\u00e9pond \u00e0 diff\u00e9rents enjeux de ROI, de responsabilit\u00e9 des annonceurs et de s\u00e9curit\u00e9 du contexte.<\/p>\n<p><strong>St\u00e9phane<\/strong> <strong>Gillet<\/strong>, <strong>Cond\u00e9 Nast<\/strong>, explique que la qualit\u00e9 m\u00e9dia est primordiale en programmatique pour assurer aux annonceurs qu\u2019ils diffuseront leurs publicit\u00e9s sur les meilleurs emplacements et dans le cadre le plus s\u00fbr, au travers de la mesure de diff\u00e9rents KPIs comme la fraude, la brand safety, la visibilit\u00e9, l\u2019encombrement publicitaire\u2026<\/p>\n<p>Selon<strong> Yann Le Roux, Integral Ad Science,<\/strong> la qualit\u00e9 m\u00e9dia comporte deux volets : la qualit\u00e9 du contact publicitaire et le contexte. Elle est cl\u00e9 pour les annonceurs car elle est un facteur essentiel de l&#8217;efficacit\u00e9 des campagnes, de la s\u00e9curit\u00e9 de la marque et de la responsabilit\u00e9 soci\u00e9tale de l&#8217;annonceur. Il pr\u00e9sente notamment les outils les plus adapt\u00e9s pour garantir la qualit\u00e9 m\u00e9dia dans ses achats programmatiques.<\/p>\n<p>D\u00e9couvrez l\u2019int\u00e9gralit\u00e9 des r\u00e9ponses d\u2019Herv\u00e9 Ribaud Shinberg, de St\u00e9phane Gillet et de Yann Le Roux la qualit\u00e9 m\u00e9dia en programmatique dans cette vid\u00e9o.<\/p>\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/aTDhndbIyOc\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans cette \u00e9mission de Programmatic Society, Herv\u00e9 Ribaud Shinberg, Directeur M\u00e9dia, Intermarch\u00e9, St\u00e9phane Gillet, Head of Programmatic &amp; AdOps, Cond\u00e9 Nast et Yann Le Roux, notre Directeur g\u00e9n\u00e9ral Europe du Sud, Integral Ad Science, r\u00e9pondent \u00e0 4 questions autour de&#8230;<\/p>\n","protected":false},"author":1,"featured_media":311986,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[485,441],"tags":[],"class_list":["post-311985","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-fr","category-programmatique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - 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