{"id":317600,"date":"2020-07-05T16:00:00","date_gmt":"2020-07-05T16:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/case-study-come-risparmiare-il-15-della-spesa-in-programmatic\/"},"modified":"2025-05-20T17:19:24","modified_gmt":"2025-05-20T17:19:24","slug":"case-study-come-risparmiare-il-15-della-spesa-in-programmatic","status":"publish","type":"post","link":"https:\/\/integralads.com\/it\/insider\/case-study-come-risparmiare-il-15-della-spesa-in-programmatic\/","title":{"rendered":"Case Study: Come risparmiare il 15% della spesa in programmatic."},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">La pubblicit\u00e0 in <a href=\"https:\/\/integralads.com\/it\/soluzioni\/open-web\/\">programmatic<\/a> pu\u00f2 essere soggetta a minore viewability e maggiormente esposta a frodi pubblicitarie e ai rischi per la sicurezza del brand<\/span><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">GroupM France ha deciso di affidarsi alle soluzioni in programmatic di IAS, per implementare ed ottimizzare la sua strategia in programmatic su scala globale per le campagne dei suoi principali inserzionisti.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Con i <strong>dati granulari<\/strong> e le gli insights forniti da IAS, GroupM France \u00e8 stata in grado d\u2019identificare le aree delle campagne e dei mercati che presentavano livelli di viewability inferiori alla media, nonch\u00e9 livelli di frode pubblicitaria (ad fraud) e brand safety superiori alla media in tutti i programmatic media partner.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">I risultati di questa analisi hanno inoltre spinto GroupM ad <strong>attivare segmenti pre-bid di IAS<\/strong> nelle DSP.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">GroupM \u00e8 stato quindi in grado di indirizzare le impression con una maggiore viewability per ogni mercato in cui si \u00e8 svolta la campagna. Allo stesso tempo, il segmento pre-bid di IAS ha immediatamente iniziato a filtrare il traffico non valido (invalid traffic) e i contenuti che potevano rappresentare un rischio reputazionale prima che il brand potesse fare un&#8217;offerta per quell\u2019inventory; ci\u00f2 ha portato ad un conseguente calo immediato della frode pubblicitaria e dei livelli di rischio della brand safety.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Di conseguenza:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">&#8211; il 15% della spesa per la campagna \u00e8 stata riallocata in impression che hanno guidato i risultati di business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">-La viewability \u00e8 aumentata di 9,8 punti percentuali a livello globale<\/span><\/p>\n<p><span style=\"font-weight: 400;\">-L\u2019invalid traffic e il rischio per la brand safety si sono ridotto rispettivamente allo 0,56% e allo 0,2%.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-medium wp-image-116467\" src=\"\/wp-content\/uploads\/2020\/07\/Viewability_v4_768-760x361.jpg\" alt=\"\" width=\"760\" height=\"361\" \/><\/p>\n<p>Scarica il case study e scopri come GroupM ha collaborato con Integral Ad Science, per ottenere risultati ottimali nella campagne in programmatic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pubblicit\u00e0 in programmatic pu\u00f2 essere soggetta a minore viewability e maggiormente esposta a frodi pubblicitarie e ai rischi per la sicurezza del brand.<\/p>\n","protected":false},"author":59,"featured_media":296541,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[536,576,504,508],"tags":[],"class_list":["post-317600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study-it","category-featured-it","category-programmatic-it","category-risorse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - 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