{"id":81,"date":"2021-04-22T16:14:17","date_gmt":"2021-04-22T14:14:17","guid":{"rendered":"https:\/\/www.themoneytizer.com\/blog\/?p=81"},"modified":"2022-04-15T11:52:03","modified_gmt":"2022-04-15T09:52:03","slug":"header-bidding","status":"publish","type":"post","link":"https:\/\/www.themoneytizer.com\/blog\/programmatique\/header-bidding\/","title":{"rendered":"Tendances publicitaires num\u00e9riques : Le Header Bidding"},"content":{"rendered":"\n<p>Si le terme \u00ab&nbsp;<strong>Header Bidding&nbsp;<\/strong>\u00bb vous dit quelque chose, c\u2019est parce que nous l\u2019utilisons chez&nbsp;The Moneytizer. Cette technologie a consid\u00e9rablement progress\u00e9 en programmatique ces derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n<p>Essayons de comprendre ce qu\u2019est le Header Bidding et pourquoi il a tant progress\u00e9 ces derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u2019est-ce que le Header Bidding&nbsp;?<\/h2>\n\n\n\n<p>Cette technologie est un moyen de <strong>vendre des espaces publicitaires<\/strong> qui offre aux \u00e9diteurs une optimisation maximale de leurs <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/pourquoi-la-fin-dannee-est-elle-la-meilleure-periode-pour-vos-revenus-publicitaires\/\">revenus publicitaires<\/a>. Les \u00e9diteurs peuvent proposer leurs espaces publicitaires \u00e0 <strong>diff\u00e9rents annonceurs<\/strong> en une seule fois, ce qui permet aux annonceurs de r\u00e9aliser une ench\u00e8re pour obtenir cet espace publicitaire. Lorsque de nombreux annonceurs r\u00e9alisent des <strong>ench\u00e8res simultan\u00e9ment<\/strong>, le prix de l\u2019espace d\u2019un \u00e9diteur <strong>augmente<\/strong>.<\/p>\n\n\n\n<p>Cette m\u00e9thode est tr\u00e8s diff\u00e9rente de l\u2019ancienne version. Selon cette ancienne m\u00e9thode, les \u00e9diteurs offraient des espaces publicitaires \u00e0 des r\u00e9seaux qui les \u00e9changeaient \u00e0 des prix plus ou moins \u00e9lev\u00e9s. Si un r\u00e9seau ne voulait pas de l\u2019espace il le passait \u00e0 un second r\u00e9seau. Ce syst\u00e8me \u00e9tait un syst\u00e8me en cascade. Au fur et \u00e0 mesure que la cascade descendait, le prix du <a href=\"https:\/\/www.themoneytizer.com\/blog\/programmatique\/tout-comprendre-sur-le-cpm\/\">CPM<\/a> diminuait ce qui signifiait une baisse de revenu pour l\u2019\u00e9diteur.<\/p>\n\n\n\n<p>L\u2019Header Bidding offre une <strong>meilleure chance aux \u00e9diteurs&nbsp;d\u2019augmenter leur CPM<\/strong>, et donc, leur revenu, tandis que les annonceurs ont acc\u00e8s \u00e0 des impressions et des donn\u00e9es de meilleure qualit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quel effet sur la publicit\u00e9 ?<\/h2>\n\n\n\n<p>Alors que de plus en plus de sites Web utilisent ce syst\u00e8me pour remplir leurs espaces publicitaires, l\u2019optimisation du chemin d\u2019approvisionnement (<strong>SPO<\/strong>) a \u00e9galement augment\u00e9. Dans le SPO, les interm\u00e9diaires et les \u00e9tapes interm\u00e9diaires inutiles sont supprim\u00e9s, ce qui <strong>simplifie et optimise la cha\u00eene d\u2019approvisionnement<\/strong>. D\u00e9but 2018, les <strong>formats d\u2019annonce standards<\/strong> repr\u00e9sentaient 90% du Header Bidding.<br>R\u00e9cemment, cette cat\u00e9gorie a \u00e9t\u00e9 \u00e9largie pour inclure la <strong>vid\u00e9o<\/strong> et <strong>les formats \u00e0 fort impact<\/strong>, ce qui a permis aux \u00e9diteurs de se pr\u00e9parer \u00e0 accepter de <strong>nouveaux formats<\/strong>, sans quoi, ils auraient \u00e9t\u00e9 laiss\u00e9s pour compte.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quel futur pour le Header Bidding ?<\/h2>\n\n\n\n<p>Le<strong> Header Bidding <\/strong>pour les vid\u00e9os et les applications poss\u00e8de actuellement la plus grande marge de progression programmatique. Les annonces graphiques standards sont les <a href=\"https:\/\/www.themoneytizer.com\/blog\/conseils-editeurs\/comment-ameliorer-la-vitesse-de-chargement-de-votre-site\/\">publicit\u00e9s<\/a> les plus courantes via le Header Bidding, tandis que les <strong>publicit\u00e9s int\u00e9gr\u00e9es<\/strong> aux applications et vid\u00e9os sont encore peu courantes. Il est important de se rappeler que le Header Bidding \u00e9volue, \u00e0 l\u2019instar des autres technologies et tendances de la <a href=\"https:\/\/www.themoneytizer.com\/blog\/monetisation\/comment-monetiser-son-blog\/\">publicit\u00e9<\/a>.<\/p>\n\n\n\n<p>Chez The Moneytizer, nous utilisons cette technologie afin de <strong>garantir aux \u00e9diteurs de toutes tailles un acc\u00e8s rapide et facile \u00e0 ce syst\u00e8me complexe<\/strong>. Nous travaillons avec diligence pour nous assurer qu\u2019elle est \u00e0 jour et \u00e0 la pointe de la technologie afin de fournir \u00e0 nos clients la meilleure exp\u00e9rience possible. <a href=\"https:\/\/www.themoneytizer.com\/\">Laissez-nous vous aider \u00e0 augmenter vos revenus d\u00e8s aujourd\u2019hui !<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Si le terme \u00ab&nbsp;Header Bidding&nbsp;\u00bb vous dit quelque chose, c\u2019est parce que nous l\u2019utilisons chez&nbsp;The Moneytizer. Cette technologie a consid\u00e9rablement progress\u00e9 en programmatique ces derni\u00e8res ann\u00e9es. Essayons de comprendre ce qu\u2019est le Header Bidding et pourquoi il a tant progress\u00e9 ces derni\u00e8res ann\u00e9es.<\/p>\n","protected":false},"author":2,"featured_media":1490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-81","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>Tendances publicitaires num\u00e9riques : Le Header Bidding - TheMoneytizer<\/title>\n<meta name=\"description\" content=\"Si le terme \u00ab Header Bidding \u00bb vous dit quelque chose, c\u2019est parce que nous l\u2019utilisons chez The Moneytizer. 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