{"id":161,"date":"2021-04-22T15:58:36","date_gmt":"2021-04-22T13:58:36","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=161"},"modified":"2022-04-19T16:55:33","modified_gmt":"2022-04-19T14:55:33","slug":"header-bidding-innovation","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/programmatique\/header-bidding-innovation\/","title":{"rendered":"\u00ab Header Bidding \u00bb : innovation en mati\u00e8re de publicit\u00e9 en ligne"},"content":{"rendered":"\n

L\u2019arriv\u00e9e du header bidding vient bousculer<\/strong> la mani\u00e8re dont les propri\u00e9taires de sites optimisent<\/strong>  leurs inventaires publicitaires<\/strong>.<\/p>\n\n\n\n\n\n\n\n

L\u2019ancien syst\u00e8me dit en \u00ab cascade \u00bb<\/strong><\/h2>\n\n\n\n

Le but pour les \u00e9diteurs de sites web est de remplir au maximum leurs espaces publicitaires afin d\u2019optimiser leurs revenus<\/a><\/strong>. Un taux de remplissage de 100% signifie qu\u2019il y aura toujours une publicit\u00e9<\/a> affich\u00e9e<\/strong> dans un espace donn\u00e9. Cette publicit\u00e9 peut \u00eatre visible par n\u2019importe quel visiteur, quel que soit le pays depuis lequel il consulte la page.<\/p>\n\n\n\n

Pour s\u2019assurer que tous les espaces sont remplis, les \u00e9diteurs doivent avoir un maximum de partenaires publicitaires<\/strong>. Ils utilisent ensuite ce que l\u2019on appelle un \u00ab ad server \u00bb afin de classer les diff\u00e9rents partenaires, donnant la priorit\u00e9<\/strong> aux meilleurs acheteurs d\u2019espaces.<\/p>\n\n\n\n

Les premi\u00e8res impressions<\/strong> sont les plus populaires et les mieux vendues<\/strong>, dans la mesure o\u00f9 elles b\u00e9n\u00e9ficient d\u2019une visibilit\u00e9<\/a> optimale. Elles sont donc achet\u00e9es plus cher<\/strong> par les partenaires, qui souhaitent que leurs publicit\u00e9s soient vues en premier.<\/p>\n\n\n\n

La technologie innovante du \u00ab header bidding \u00bb<\/strong><\/h2>\n\n\n\n

Avec l\u2019av\u00e8nement du programmatique<\/strong> (achat d\u2019espaces publicitaires via des plateformes virtuelles) et du RTB<\/strong> (syst\u00e8me d\u2019ench\u00e8res en temps r\u00e9el), le prix d\u2019achat des espaces publicitaires est devenu fluctuant.<\/p>\n\n\n\n

Par cons\u00e9quent, toujours dans le but d\u2019optimiser les revenus publicitaires<\/a> des \u00e9diteurs, la technologie du \u00ab header bidding \u00bb est venue changer la donne. Ce nouveau syst\u00e8me permet une mise en comp\u00e9tition en temps r\u00e9el d\u2019un certain nombre de partenaires publicitaires<\/strong>. Tous les partenaires participent \u00e0 l\u2019ench\u00e8re et les publicit\u00e9s achet\u00e9es au plus haut prix.<\/strong><\/p>\n\n\n\n

Concr\u00e8tement :<\/h3>\n\n\n\n

\u2013 Dans l\u2019ancien syst\u00e8me, \u00ab en cascade \u00bb, un acheteur arrive en premier et ach\u00e8te les meilleurs espaces \u00e0 un bon prix<\/strong>. Un deuxi\u00e8me acheteur ach\u00e8te les espaces suivants \u00e0 un prix moyen. Enfin, un troisi\u00e8me acheteur ach\u00e8te l\u2019ensemble des espaces restants \u00e0 un prix brad\u00e9.<\/p>\n\n\n\n

\u2013 Dans le nouveau syst\u00e8me de header bidding, tous les acheteurs participent \u00e0 la vente aux ench\u00e8res<\/strong>. Les meilleurs espaces sont automatiquement achet\u00e9s plus cher<\/strong> du fait de la comp\u00e9tition entre les partenaires. De m\u00eame, l\u2019ensemble des espaces publicitaires restants est \u00e9galement achet\u00e9 au meilleur prix possible entre tous les partenaires.<\/p>\n\n\n\n

Une technologie complexe pour les propri\u00e9taires de petits et moyens sites<\/strong><\/h2>\n\n\n\n

Le \u00ab header bidding \u00bb se r\u00e9v\u00e8le \u00eatre tr\u00e8s efficace mais il est aussi complexe \u00e0 mettre en place<\/strong> pour beaucoup.<\/p>\n\n\n\n

\u2013 Tout d\u2019abord, les \u00e9diteurs doivent int\u00e9grer une ligne de code informatique (un script publicitaire), fourni par chacune des r\u00e9gies, \u00e0 leur propre script de \u00ab header bidding \u00bb. C\u2019est un proc\u00e9d\u00e9 relativement technique et peu d\u2019\u00e9diteurs sont comp\u00e9tents pour le mettre en place.<\/p>\n\n\n\n

\u2013 Certaines r\u00e9gies ne sont pas compatibles avec la technologie du \u00ab header bidding \u00bb et ne peuvent pas ench\u00e9rir en m\u00eame temps que les autres partenaires sur vos espaces publicitaires.<\/p>\n\n\n\n

\u2013 Enfin, certains sites web gagnent plus modestement du fait de leurs audiences \u00ab niches \u00bb, et les grosses plateformes publicitaires sont parfois moins accessibles \u00e0 ces \u00e9diteurs.<\/p>\n\n\n\n

Une solution simple pour le mettre en place ?<\/strong><\/h2>\n\n\n\n

Si vous cherchez un moyen efficace et simple de booster vos revenus publicitaires, vous devriez penser au \u00ab header bidding \u00bb, en vous inscrivant sur notre plateforme<\/strong>.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019arriv\u00e9e du header bidding vient bousculer la mani\u00e8re dont les propri\u00e9taires de sites optimisent  leurs inventaires publicitaires.<\/p>\n","protected":false},"author":2,"featured_media":1591,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatique"],"yoast_head":"\n\u00ab Header Bidding \u00bb : innovation en mati\u00e8re de publicit\u00e9 en ligne -<\/title>\n<meta name=\"description\" content=\"L\u2019arriv\u00e9e du header bidding vient bousculer la mani\u00e8re dont les propri\u00e9taires de sites optimisent leurs inventaires publicitaires.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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