{"id":346351,"date":"2026-04-02T08:03:37","date_gmt":"2026-04-02T08:03:37","guid":{"rendered":"https:\/\/integralads.com\/?p=346351"},"modified":"2026-04-02T12:08:17","modified_gmt":"2026-04-02T12:08:17","slug":"ias-beyond-paris-2026-une-edition-anniversaire-sous-le-signe-de-la-qualite-media-et-de-linnovation","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/ias-beyond-paris-2026-une-edition-anniversaire-sous-le-signe-de-la-qualite-media-et-de-linnovation\/","title":{"rendered":"IAS Beyond Paris 2026 : une \u00e9dition anniversaire sous le signe de la qualit\u00e9 m\u00e9dia et de l\u2019innovation"},"content":{"rendered":"\n
Le 25 mars, IAS Beyond Paris 2026 a r\u00e9uni 200 acteurs cl\u00e9s du march\u00e9 pour une \u00e9dition exceptionnelle marquant les 10 ans d\u2019IAS en France. Une soir\u00e9e riche en contenus, en \u00e9changes et en perspectives autour des grands enjeux de la qualit\u00e9 m\u00e9dia.<\/p>\n\n\n\n
D\u00e9crypter un \u00e9cosyst\u00e8me en pleine transformation<\/h4>\n\n\n\n
Au c\u0153ur des discussions cette ann\u00e9e : l\u2019acc\u00e9l\u00e9ration des mutations technologiques et leurs impacts sur les strat\u00e9gies m\u00e9dia.<\/p>\n\n\n\n
La session d\u00e9di\u00e9e \u00e0 l\u2019AI Slop initi\u00e9e par Cl\u00e9ment Bascoulergue, Country Manager France d’IAS a mis en lumi\u00e8re la prolif\u00e9ration des contenus g\u00e9n\u00e9r\u00e9s par intelligence artificielle et les risques associ\u00e9s pour les marques. Entre perte de qualit\u00e9, d\u00e9sinformation et environnements d\u00e9grad\u00e9s, la n\u00e9cessit\u00e9 de mieux filtrer et qualifier les inventaires s\u2019impose comme un enjeu majeur.<\/p>\n\n\n\n
C\u00f4t\u00e9 Brand Safety et Audit, Sylvain Deffay, Senior Manager Media & Acquisition de Criteo a partag\u00e9 des techniques concr\u00e8tes pour aller au-del\u00e0 de la simple gestion du risque et transformer ces leviers en outils d\u2019optimisation de la performance.<\/p>\n\n\n\n
L\u2019attention, nouveau pilier de la performance<\/h4>\n\n\n\n
Autre th\u00e9matique forte abord\u00e9e par Donia Baddou, Global VP Partnerships de Lumen Research et Soufiane Abdallaoui, Sales Director d’IAS : l\u2019attention publicitaire, d\u00e9sormais au centre des strat\u00e9gies m\u00e9dia. Encore en structuration, ce KPI repose sur des signaux humains complexes (visibilit\u00e9, contexte, interaction) et ouvre la voie \u00e0 des mod\u00e8les pr\u00e9dictifs plus pr\u00e9cis pour mesurer l\u2019efficacit\u00e9 r\u00e9elle des campagnes.<\/p>\n\n\n\n
Construire des marques fortes dans un contexte incertain<\/h4>\n\n\n\n
Dans un environnement marqu\u00e9 par l\u2019instabilit\u00e9 \u00e9conomique, les enjeux g\u00e9opolitiques et l\u2019explosion des contenus, le panel sur la Brand Equity avec Oph\u00e9lie Quint-Brunet, VP Global Digital d’Havas FWD Media, C\u00e9cile de Gast\u00e9, International Head of Media Performance, Data & Insights chez Chaumet et Fanny Canavese, Senior Account Executive d’IAS a permis de rappeler que bien que les plateformes captent pr\u00e8s de 75% des investissements media digitaux, il n’est pas forcement le levier le plus efficace et \u00e9conomique pour les marques, et encore moins, le plus s\u00fbr en terme de contexte (particuli\u00e8rement pour les annonceurs du luxe en recherche de qualit\u00e9 et d’exigence). Il en va de la responsabilit\u00e9 de tous les acteurs du march\u00e9 (annonceurs, agence, tech\u2026) de valoriser l’int\u00e9grit\u00e9 journalistique afin de pr\u00e9server un \u00e9cosyst\u00e8me vertueux.<\/p>\n\n\n\n
Enfin, l’intervention sur les r\u00e9seaux sociaux avec Jeanne Molet, Senior Data Quality et Quentin Huang, Staff Data Scientist chez IAS est revenue sur les \u00e9volutions des plateformes sociales : mod\u00e9ration plus souple, mont\u00e9e en puissance des contenus g\u00e9n\u00e9r\u00e9s par IA, nouveaux risques r\u00e9putationnels, ph\u00e9nom\u00e8ne des trends\u2026 mais aussi sur les opportunit\u00e9s en mati\u00e8re de segmentation, personnalisation et anticipation des trends afin de rester une marque agile capable de surfer sur des contenus \u00e0 l’initiative de leur communaut\u00e9 gagent d’attention, d’engagement et de valeur .<\/p>\n\n\n\n
\u2e3b<\/p>\n\n\n\n
Une premi\u00e8re mondiale : les IAS Awards<\/h2>\n\n\n\n
Moment fort de la soir\u00e9e, IAS Beyond Paris 2026 a accueilli la toute premi\u00e8re \u00e9dition mondiale des IAS Awards, r\u00e9compensant les acteurs les plus engag\u00e9s sur les sujets de qualit\u00e9 m\u00e9dia. Un grand bravo \u00e0 l\u2019ensemble des laur\u00e9ats pour leur engagement, leur exigence et leur esprit d\u2019innovation.<\/p>\n\n\n\n
<\/p>\n\n\n\n
Prix Innovation<\/strong><\/h4>\n\n\n\n
\n
Or : Opella<\/li>\n\n\n\n
Argent : Parfum Christian Dior<\/li>\n\n\n\n
Bronze : Havas International<\/li>\n<\/ul>\n\n\n\n<\/figure>\n\n\n\n\n\n\n\n
Publisher Excellence in Media Quality<\/strong><\/h4>\n\n\n\n
\n
Or : Ogury<\/li>\n\n\n\n
Argent : M Publicit\u00e9<\/li>\n\n\n\n
Bronze ex \u00e6quo : Media Figaro & Equativ<\/li>\n<\/ul>\n\n\n\n\n<\/figure>\n<\/figure>\n\n\n\n\n\n\n\n
Quality Media Champions (Agency Experts)<\/h4>\n\n\n\n
\n
Or : iProspect<\/li>\n\n\n\n
Argent : WPP Media<\/li>\n\n\n\n
Bronze : Havas International<\/li>\n<\/ul>\n\n\n\n<\/figure>\n\n\n\n\n\n\n\n
IAS Special Award <\/h4>\n\n\n\n
\n
Or : WPP Media<\/li>\n\n\n\n
Argent ex \u00e6quo : Publicis Media & 366<\/li>\n\n\n\n
Le 25 mars, IAS Beyond Paris 2026 a r\u00e9uni 200 acteurs cl\u00e9s du march\u00e9 pour une \u00e9dition exceptionnelle marquant les 10 ans d\u2019IAS en France. Une soir\u00e9e riche en contenus, en \u00e9changes et en perspectives autour des grands enjeux de…<\/p>\n","protected":false},"author":59,"featured_media":346485,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[444,473,467,445,442,448],"tags":[],"class_list":["post-346351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-fr","category-editeurs-regies","category-efficacite-optimisation","category-fraude-publicitaire","category-ressources","category-visibilite"],"acf":[],"yoast_head":"\n
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