{"id":190,"date":"2021-04-22T15:55:51","date_gmt":"2021-04-22T13:55:51","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=190"},"modified":"2022-04-25T10:27:48","modified_gmt":"2022-04-25T08:27:48","slug":"lachat-programmatique","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/","title":{"rendered":"L\u2019achat programmatique"},"content":{"rendered":"\n<p>La technologie de la <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/comment-monetiser-son-blog\/\">publicit\u00e9<\/a> en ligne s\u2019am\u00e9liore constamment, de nouvelles m\u00e9thodes sont quotidiennement test\u00e9es pour permettre aux annonceurs de mieux toucher leurs cibles. L\u2019id\u00e9al \u00e9tant de toucher la bonne personne au bon moment, les acheteurs de m\u00e9dias se tournent progressivement vers l\u2019achat programmatique.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p id=\"tw-target-text\">L\u2019an dernier en France, le volume d\u2019achat en programmatique&nbsp;a atteint 221&nbsp;millions d\u2019euros&nbsp;pour la publicit\u00e9 display (195M\u20ac) et <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lintegration-de-la-video-peut-elle-augmenter-les-revenus\/\">vid\u00e9o<\/a> (26M\u20ac). Ce volume repr\u00e9sente une croissance de pr\u00e8s de 63% par rapport \u00e0 l\u2019ann\u00e9e 2013. Mais cet achat programmatique ne repr\u00e9sente que 25% de l\u2019achat total publicitaire sur internet. Cependant les&nbsp;pr\u00e9dictions des grands acteurs du milieu sont encourageantes. En effet, l\u2019achat programmatique sur internet devrait, \u00e0 l\u2019horizon 2020, repr\u00e9senter 90% de l\u2019achat publicitaire digitale. Cet outils deviendrait indispensable dans toutes les strat\u00e9gies des acheteurs publicitaires.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Mais qu\u2019est-ce que l\u2019achat programmatique ?<\/h2>\n\n\n\n<p>L\u2019achat programmatique est une <strong>automatisation de la planification et des achats publicitaires sur les&nbsp;plateformes digitales.<\/strong> C\u2019est une m\u00e9thode tr\u00e8s efficace pour diffuser une publicit\u00e9 de fa\u00e7on optimis\u00e9e en alliant&nbsp;la technologie et l\u2019utilisation des donn\u00e9es d\u2019analyse pour identifier ce qui fonctionne et adapter en cons\u00e9quence. La programmatique r\u00e9pond \u00e0 une probl\u00e9matique de lenteur, longueur et de complexit\u00e9 du processus d\u2019achat de publicit\u00e9 sur internet.<\/p>\n\n\n\n<p>Ce nouvel outil permet d\u2019automatiser ses campagnes publicitaires et de g\u00e9rer <strong>en temps r\u00e9el<\/strong> le budget allou\u00e9 aux diff\u00e9rentes campagnes. Ainsi piloter l\u2019ensemble de ses achats depuis une plateforme unique. Ce processus d\u2019achat s\u2019effectue sur&nbsp;des places de march\u00e9 g\u00e9antes appel\u00e9es \u00ab&nbsp;<strong>Ad Exchange<\/strong>&nbsp;\u00bb o\u00f9 sont mis en relation des acheteurs qui souhaitent diffuser leurs <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/visibilite-publicites-programmatiques\/\">publicit\u00e9s<\/a> et des&nbsp;vendeurs d\u2019espaces web (\u00e9diteurs). Le prix pour un emplacement&nbsp;web donn\u00e9 est <strong>soumis \u00e0&nbsp;une ench\u00e8re entre les diff\u00e9rents annonceurs<\/strong>. Ils souhaitent diffuser leurs publicit\u00e9s dans cet encart. Ce ph\u00e9nom\u00e8ne, appel\u00e9<strong>&nbsp;Real Time Bidding<\/strong>&nbsp;(RTB), permet donc de faire grimper les prix de ces emplacements publicitaires. Pour ainsi offrir le meilleur prix (souvent au <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/tout-comprendre-sur-le-cpm\/\">CPM<\/a>) \u00e0 l\u2019\u00e9diteur web.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Illustrons par un\u00a0<strong>exemple<\/strong>\u00a0concret<\/h2>\n\n\n\n<p>Prenons un annonceur X sp\u00e9cialis\u00e9 dans la vente d\u2019ustensiles de cuisine&nbsp;qui a un budget de&nbsp;1000 euros \u00e0 d\u00e9penser pour diffuser sa publicit\u00e9. Il souhaite toucher ses cibles en \u00e9tant diffus\u00e9 uniquement sur des sites ou blogs qui traitent de sujets culinaires. Une fois&nbsp;ces informations configur\u00e9es dans son logiciel permettant de vendre ses publicit\u00e9s sur les Ad Exchanges (<strong>Demand Side Platform<\/strong>). L\u2019annonceur pourra suivre en temps r\u00e9el et piloter sa campagne afin d\u2019optimiser sa diffusion. Automatiquement, d\u00e8s qu\u2019un <strong>site r\u00e9pondant aux diff\u00e9rents crit\u00e8res de l\u2019annonceur se mettra \u00e0 vendre ses espaces publicitaires<\/strong>, l\u2019annonceur proposera une ench\u00e8re afin de remporter cet espace et diffuser sa publicit\u00e9.<\/p>\n\n\n\n<p>Ce processus, usuellement r\u00e9serv\u00e9 pour vendre les invendus de gros sites \u00e9ditoriaux, commence \u00e0 se d\u00e9mocratiser. Le nombre d\u2019utilisateurs ne cessent de cro\u00eetre. Et permet donc de mieux cibler les campagnes pour les annonceurs et d\u2019obtenir des CPM plus int\u00e9ressants pour les \u00e9diteurs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>C\u2019est pourquoi&nbsp;<a href=\"https:\/\/www.themoneytizer.com\/\">The Moneytizer<\/a>&nbsp;apporte une offre tr\u00e8s innovante en permettant aux&nbsp;petits et moyens \u00e9diteurs d\u2019acc\u00e9der \u00e0 ce nouveau service r\u00e9volutionnaire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La technologie de la publicit\u00e9 en ligne s\u2019am\u00e9liore constamment, de nouvelles m\u00e9thodes sont quotidiennement test\u00e9es pour permettre aux annonceurs de mieux toucher leurs cibles. L\u2019id\u00e9al \u00e9tant de toucher la bonne personne au bon moment, les acheteurs de m\u00e9dias se tournent progressivement vers l\u2019achat programmatique.<\/p>\n","protected":false},"author":2,"featured_media":1615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatique"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019achat programmatique - TheMoneytizer<\/title>\n<meta name=\"description\" content=\"Pour toucher la bonne personne au bon moment, les acheteurs m\u00e9dias se tournent de plus en plus vers l&#039;achat programmatique...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019achat programmatique - TheMoneytizer\" \/>\n<meta property=\"og:description\" content=\"Pour toucher la bonne personne au bon moment, les acheteurs m\u00e9dias se tournent de plus en plus vers l&#039;achat programmatique...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\" \/>\n<meta property=\"og:site_name\" content=\"TheMoneytizer\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/themoneytizer\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-22T13:55:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-25T08:27:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.themoneytizer.com\/blog\/wp-content\/uploads\/2021\/04\/Template-blog-92-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1135\" \/>\n\t<meta property=\"og:image:height\" content=\"705\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charlotte Prieur\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TheMoneytizer\" \/>\n<meta name=\"twitter:site\" content=\"@TheMoneytizer\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charlotte Prieur\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\"},\"author\":{\"name\":\"Charlotte Prieur\",\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/#\/schema\/person\/e88fbaece92799beb0d912947c98aeb6\"},\"headline\":\"L\u2019achat programmatique\",\"datePublished\":\"2021-04-22T13:55:51+00:00\",\"dateModified\":\"2022-04-25T08:27:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\"},\"wordCount\":583,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/#organization\"},\"articleSection\":[\"Programmatique : les technologies\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\",\"url\":\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/lachat-programmatique\/\",\"name\":\"L\u2019achat programmatique - 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