{"id":312025,"date":"2023-04-04T08:27:34","date_gmt":"2023-04-04T08:27:34","guid":{"rendered":"https:\/\/integralads.com\/insider\/ctv-quelles-evolutions-attendre-en-2023\/"},"modified":"2024-02-21T10:47:36","modified_gmt":"2024-02-21T10:47:36","slug":"ctv-quelles-evolutions-attendre-en-2023","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/ctv-quelles-evolutions-attendre-en-2023\/","title":{"rendered":"<strong>CTV : quelles \u00e9volutions attendre en 2023\u00a0?<\/strong>"},"content":{"rendered":"<p><iframe title=\"CTV advertising : What developments can we expect in 2023?\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/-50OQ5GWnR0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Alors que les d\u00e9penses en CTV devraient doubler d\u2019ici 2024 pour atteindre pr\u00e8s <a href=\"https:\/\/100media.themedialeader.fr\/ctv-des-taux-de-croissance-encore-tres-importants-dici-2024-aux-usa-dapres-emarketer#:~:text=d'apr%C3%A8s%20eMarketer-,CTV%20%3A%20des%20taux%20de%20croissance%20encore%20tr%C3%A8s%20importants%20d'ici,aux%20USA%20d'apr%C3%A8s%20eMarketer&amp;text=D'ici%202024%2C%20les%20d%C3%A9penses,apr%C3%A8s%20une%20%C3%A9tude%20de%20eMarketer.\">30 milliards de dollars aux Etats-Unis<\/a>,\u00a0les annonceurs et \u00e9diteurs font face \u00e0\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0nouveaux enjeux. Dans cette \u00e9mission\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0<b data-stringify-type=\"bold\">Programmatic Society, Justine Fourni\u00e9<\/b>, Directrice commerciale, Integral Ad Science,\u00a0<b data-stringify-type=\"bold\">Florent Couton<\/b>, Head of Business &amp; Marketing, Havas Programmatic Hub et\u00a0<b data-stringify-type=\"bold\">Marc Herbault<\/b>, Directeur Commercial M\u00e9dia, Rakuten, analysent les enjeux li\u00e9s aux \u00e9volutions\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0la CTV en 2023.<\/p>\n<p>La croissance du march\u00e9 publicitaire en CTV repose sur un enjeu\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0transparence, notamment pour s\u2019assurer que les impressions soient visibles, mais aussi que les indicateurs soient uniformis\u00e9s avec tous les autres leviers digitaux.Si l\u2019agence peut r\u00e9aliser des reporting avec un niveau\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0granularit\u00e9 sur les emplacements publicitaires par programme ou cha\u00eene, l\u2019utilisation\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0la classification multim\u00e9dia repose sur une analyse du texte,\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0l\u2019audio et image par image. C\u2019est la solution pour une meilleure classification des contenus et un meilleur ciblage. Ainsi, un annonceur peut par exemple cibler tous les contenus dans lesquels figure son \u00e9g\u00e9rie mais aussi ceux en phase avec son identit\u00e9\u00a0<span class=\"c-mrkdwn__highlight\">de<\/span>\u00a0marque et \u00e9viter tout contenu contraire \u00e0 ses valeurs.Dans cette vid\u00e9o, Justine Fourni\u00e9, Florent Couton et Marc Herbault aborderont<\/p>\n<p>Dans cette vid\u00e9o, Justine Fourni\u00e9, Florent Couton et Marc Herbault aborderont\u00a0<\/p>\n\n\n<\/p>\n<ul class=\"wp-block-list\">\n\n<p><\/p>\n<li>Les enjeux marketing et business autour du concept de CTV en 2023<\/li>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<li>Comment les annonceurs peuvent s&#8217;assurer de la qualit\u00e9 des donn\u00e9es sur lesquelles ils basent leur strat\u00e9gie de diffusion en CTV&nbsp;<\/li>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<li>Les sp\u00e9cifi\u00e9s de YouTube par rapport \u00e0 ses concurrents en environnement CTV&nbsp;<\/li>\n<p>\n\n<\/p>\n<p>\n\n<\/p>\n<li>Les d\u00e9fis auxquels les annonceurs sont confront\u00e9s lorsqu&#8217;ils souhaitent diffuser leurs campagnes sur Netflix&nbsp;<\/li>\n<\/ul>\n<br>\n<p><\/p>\n<p dir=\"ltr\" style=\"line-height:1.295;text-align: justify;margin-top:0pt;margin-bottom:8pt;\">\n<\/p><p dir=\"ltr\" style=\"line-height:1.295;text-align: justify;margin-top:0pt;margin-bottom:8pt;\">Consultez notre guide pour en savoir davantage sur la mesure de la qualit\u00e9 m\u00e9dia en univers CTV<a href=\"https:\/\/go.integralads.com\/rs\/469-VBI-606\/images\/IAS_CTV_Guide_Now_Streaming.pdf\" style=\"text-decoration:none;\"> ICI<\/a><\/p><p dir=\"ltr\" style=\"line-height:1.295;text-align: justify;margin-top:0pt;margin-bottom:8pt;\">+ VIDEO<\/p><p dir=\"ltr\" style=\"line-height:1.295;text-align: justify;margin-top:0pt;margin-bottom:8pt;\">+ D\u00e9couvrez l\u2019ensemble de nos solutions disponibles sur YouTube <a href=\"https:\/\/go.integralads.com\/rs\/469-VBI-606\/images\/IAS_YouTube_Overview_One_Sheet_US.pdf?mkt_tok=NDY5LVZCSS02MDYAAAGA7RoOyo7gmmMALf02T4TMvH8JimLomoBfZYejxGxdtk8HDNAB6ahaEGiC5xQfXtfNqgANyvYfw3jdy_kGwbyTwbifNaEZGfBb_2YZ8LPXMEqv-Q\" style=\"text-decoration:none;\">ICI<\/a><\/p><p>+ D\u00e9couvrez la gestion de la visibilit\u00e9 et du trafic invalide sur Netflix <a href=\"https:\/\/go.integralads.com\/rs\/469-VBI-606\/images\/FR_CTV_Netflix-Validate-Viewability-IVT-One-Sheet_IAS.pdf\">ICI<\/a> <br><\/p>\n<ul>\n<p>\n\n<\/p>\n<\/ul>\n<p>\n\n\n<\/p>","protected":false},"excerpt":{"rendered":"<p>Alors que les d\u00e9penses en CTV devraient doubler d\u2019ici 2024 pour atteindre pr\u00e8s 30 milliards de dollars aux Etats-Unis,\u00a0les annonceurs et \u00e9diteurs font face \u00e0\u00a0de\u00a0nouveaux enjeux. Dans cette \u00e9mission\u00a0de\u00a0Programmatic Society, Justine Fourni\u00e9, Directrice commerciale, Integral Ad Science,\u00a0Florent Couton, Head of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":312026,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[425],"tags":[],"class_list":["post-312025","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"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>CTV : quelles \u00e9volutions attendre en 2023\u00a0? - 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\/ctv-quelles-evolutions-attendre-en-2023\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CTV : quelles \u00e9volutions attendre en 2023\u00a0?\" \/>\n<meta property=\"og:description\" content=\"Alors que les d\u00e9penses en CTV devraient doubler d\u2019ici 2024 pour atteindre pr\u00e8s 30 milliards de dollars aux Etats-Unis,\u00a0les annonceurs et \u00e9diteurs font face \u00e0\u00a0de\u00a0nouveaux enjeux. 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