{"id":2198,"date":"2017-08-02T16:27:28","date_gmt":"2017-08-02T20:27:28","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/vers-la-transparence-des-medias-programmatiques\/"},"modified":"2017-10-31T11:10:26","modified_gmt":"2017-10-31T15:10:26","slug":"vers-la-transparence-des-medias-programmatiques","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2017\/vers-la-transparence-des-medias-programmatiques\/","title":{"rendered":"Vers la transparence des m\u00e9dias programmatiques"},"content":{"rendered":"
\"Andrew
Andrew Altersohn, chef de la direction de AD\/FIN, s\u2019adresse \u00e0 l\u2019auditoire rassembl\u00e9 au Corus Quay de Toronto<\/figcaption><\/figure>\n

Pour Andrew Altersohn, chef de la direction de la firme am\u00e9ricaine d\u2019analyse et d\u2019audit des m\u00e9dias programmatiques, AD\/FIN, le cheminement ayant permis de compl\u00e9ter l\u2019\u00e9tude, Programmatic: Seeing Through The Financial Fog<\/em><\/a>, a \u00e9t\u00e9, d\u2019une certaine mani\u00e8re, aussi riche en enseignements que ses conclusions.
\n<\/p>\n

Ce dernier partageait ses r\u00e9flexions sur l\u2019\u00e9tude lors du dernier Forum ex\u00e9cutif de l\u2019ACA, qui avait lieu au Corus Quay de Toronto, et au cours duquel l\u2019auditoire a d\u00e9battu avec passion des avantages et d\u00e9savantages des achats programmatiques.<\/p>\n

\u00ab Certaines agences et plateformes c\u00f4t\u00e9 achat nous ont appuy\u00e9s, mais \u2013 en g\u00e9n\u00e9ral \u2013 on nous a accus\u00e9s de tous les maux \u00bb, a pr\u00e9cis\u00e9 M. Altersohn. \u00ab J\u2019ai souvent d\u00fb m\u2019expliquer dans les bureaux de plusieurs comptoirs d\u2019achat d\u2019agences\u2026 En fin de compte, on a perdu 75 % des participants int\u00e9ress\u00e9s \u00e0 la suite de d\u00e9bats sur la transparence et la propri\u00e9t\u00e9 des donn\u00e9es de leurs campagnes. \u00bb<\/p>\n

Selon lui, diverses raisons ont d\u00e9motiv\u00e9 les entreprises int\u00e9ress\u00e9es \u00e0 participer. Plusieurs ont cependant \u00e9t\u00e9 surprises de constater qu\u2019elles avaient sign\u00e9 des contrats ne leur accordant pas le droit d\u2019acc\u00e9der \u00e0 leurs propres donn\u00e9es, a-t-il indiqu\u00e9.<\/p>\n

\u00ab Elles n\u2019en revenaient pas d\u2019avoir sign\u00e9 de telles ententes! \u00bb<\/p>\n

\u00c0 la fin, l\u2019\u00e9tude effectu\u00e9e en partenariat entre l\u2019ACA, l\u2019ANA, Ebiquity et AD\/FIN, a permis d\u2019analyser les transactions relatives \u00e0 445 campagnes repr\u00e9sentant 16 milliards de transactions pour sept entreprises d\u00e9tenant 30 grandes marques. Il s\u2019agissait de la premi\u00e8re \u00e9tude \u00e0 acc\u00e9der aux transactions individuelles effectu\u00e9es par des plateformes c\u00f4t\u00e9 achat (DSP) au nom de chaque participant et ayant entra\u00een\u00e9 la production d\u2019un re\u00e7u \u00e9lectronique (une \u00ab facture programmatique \u00bb) pour chaque impression achet\u00e9e. L\u2019analyse de ces donn\u00e9es a permis de savoir pour la premi\u00e8re fois comment \u00e9taient d\u00e9pens\u00e9s les budgets des annonceurs tout au long de la cha\u00eene d\u2019approvisionnement num\u00e9rique et de d\u00e9partager le co\u00fbt r\u00e9el des m\u00e9dias des frais de technologie, de service et de donn\u00e9es.<\/p>\n

T\u00e9l\u00e9chargez l\u2019\u00e9tude<\/a> (r\u00e9sum\u00e9<\/strong> en fran\u00e7ais, rapport complet<\/strong> en anglais), y compris le tableau indiquant la r\u00e9partition des co\u00fbts des transactions programmatiques analys\u00e9es.<\/em><\/p>\n

Les auteurs ont \u00e9galement inclus un \u00ab livre de jeu \u00bb dans leur rapport proposant un plan en 11 points pour accro\u00eetre l\u2019imputabilit\u00e9 des m\u00e9dias programmatiques.<\/p>\n

Selon M. Altersohn, les annonceurs devraient mettre la priorit\u00e9 absolue sur la reprise du contr\u00f4le sur leurs donn\u00e9es transactionnelles.<\/p>\n

\u00c0 son avis, les annonceurs devraient se demander : \u00ab Est-ce que je dispose de la transparence et de la clart\u00e9 dont j\u2019ai besoin pour m\u2019assurer de bien obtenir la pleine valeur de chaque dollar que j\u2019investis en m\u00e9dias programmatiques et puis-je analyser ces investissements avec la m\u00eame rigueur que mes autres d\u00e9penses m\u00e9dia? \u00bb<\/p>\n

Si la r\u00e9ponse est \u00ab Non \u00bb ou \u00ab Je ne suis pas certain \u00bb, affirme M. Altersohn, le Livre de jeu pourrait aider l\u2019annonceur \u00e0 cheminer vers une plus grande imputabilit\u00e9. Il peut aussi l’aider \u00e0 mettre sur pied un mod\u00e8le de planification et d\u2019achat des m\u00e9dias programmatiques transparent et \u00e0 conclure des ententes appuyant cet objectif.<\/p>\n

Si vous n\u2019avez pu assister au Forum ex\u00e9cutif, cette vid\u00e9o r\u00e9capitulative<\/a> (en anglais)<\/em> vous permettra de voir des photos<\/a> des moments marquants de la journ\u00e9e et d\u2019entendre ce que certains des participants en ont pens\u00e9. Les membres de l\u2019ACA peuvent aussi visionner des vid\u00e9os des conf\u00e9rences de la journ\u00e9e<\/a> dans la section de site qui leur est r\u00e9serv\u00e9e (vid\u00e9os en anglais seulement).<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Pour Andrew Altersohn, chef de la direction de la firme am\u00e9ricaine d\u2019analyse et d\u2019audit des m\u00e9dias programmatiques, AD\/FIN, le cheminement ayant permis de compl\u00e9ter l\u2019\u00e9tude, Programmatic: Seeing Through The Financial Fog, a \u00e9t\u00e9, d\u2019une certaine mani\u00e8re, aussi riche en enseignements que ses conclusions.<\/p>\n","protected":false},"author":41,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[637],"tags":[31,82,641,642,83,84,643,197,85,644,645,646],"acf":[],"yoast_head":"\nVers la transparence des m\u00e9dias programmatiques - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2017\/vers-la-transparence-des-medias-programmatiques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vers la transparence des m\u00e9dias programmatiques - 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