{"id":15367,"date":"2023-12-01T16:59:45","date_gmt":"2023-12-01T14:59:45","guid":{"rendered":"https:\/\/www.optidigital.com\/?p=15367"},"modified":"2025-05-05T17:11:21","modified_gmt":"2025-05-05T15:11:21","slug":"bid-request-et-bid-response-decryptage","status":"publish","type":"post","link":"https:\/\/optidigital.com\/fr\/ressources\/blog\/bid-request-et-bid-response-decryptage\/","title":{"rendered":"Bid Request et Bid Response : D\u00e9cryptage"},"content":{"rendered":"\n<p><strong>Il est parfois difficile de saisir les m\u00e9canismes complexes qui se cachent derri\u00e8re les ench\u00e8res publicitaires programmatiques. Avec l&rsquo;introduction de nouvelles techniques de vente telles que le <a href=\"https:\/\/www.optidigital.com\/en\/understanding-the-principles-of-client-side-vs-server-side-header-bidding\/\">header bidding<\/a> et les <a href=\"https:\/\/www.cnil.fr\/fr\/definition\/real-time-bidding-rtb-ou-encheres-en-temps-reel\">ench\u00e8res en temps r\u00e9el<\/a> ( en anglais \u201creal-time bidding\u201d), il est important pour les \u00e9diteurs de comprendre chaque \u00e9tape du processus afin de tirer le meilleur parti de leur inventaire publicitaire.<\/strong><\/p>\n\n\n\n<p><strong>Dans cet article, nous vous proposons d\u2019explorer ce qu\u2019est une <em>bid request<\/em>, son fonctionnement, les informations qu\u2019elle contient, et son rapport aux <em>bid responses<\/em>. Dans un second temps, nous verrons comment Opti Digital, via Opti Engage, utilise \u00e9galement le m\u00e9canisme de bid request pour enrichir la demande et augmenter les revenus des \u00e9diteurs.<\/strong><\/p>\n\n\n\n<div style=\"height:13px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Qu&rsquo;est-ce qu\u2019une bid request ?<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Une <em>bid request <\/em>est un signal, sous forme de code, que les annonceurs potentiels re\u00e7oivent du serveur publicitaire d&rsquo;un \u00e9diteur, les encourageant \u00e0 <strong>soumettre une offre<\/strong> pour l\u2019achat d\u2019un emplacement publicitaire sp\u00e9cifique sur une page web. De mani\u00e8re simplifi\u00e9e, il s&rsquo;agit donc d&rsquo;une<strong> invitation \u00e0 participer \u00e0 une vente aux ench\u00e8res en ligne<\/strong>, o\u00f9 le plus offrant remporte la possibilit\u00e9 d&rsquo;afficher son contenu sur l\u2019emplacement souhait\u00e9.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Anatomie d&rsquo;une bid request<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Une bid request contient g\u00e9n\u00e9ralement plusieurs informations, telles que :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Des d\u00e9tails sur les <strong>impressions<\/strong> tels que l&#8217;emplacement, la taille et le format des publicit\u00e9s, ainsi que des indications sur le contexte dans lequel celles-ci sont affich\u00e9es.<\/li>\n\n\n\n<li>Des informations sur l\u2019<strong>inventaire publicitaire disponible<\/strong> et la <strong>visibilit\u00e9 moyenne <\/strong>pour chaque emplacement.<\/li>\n\n\n\n<li>Des <strong>donn\u00e9es utilisateur<\/strong>, englobant des \u00e9l\u00e9ments d\u00e9mographiques, l&rsquo;historique de navigation ( cookies) ou encore des d\u00e9tails sur l&rsquo;appareil utilis\u00e9.<\/li>\n\n\n\n<li><strong>L\u2019adresse IP<\/strong><\/li>\n\n\n\n<li>Des <strong>crit\u00e8res de ciblage<\/strong> d\u00e9finis par l&rsquo;\u00e9diteur (donn\u00e9es first-party) tels que, des segments d&rsquo;audience, la cat\u00e9gorie contextuelle, l\u2019emplacement g\u00e9ographique\u2026\u00a0<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">D\u00e9roulement des ench\u00e8res<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Lorsque les annonceurs re\u00e7oivent une <em>bid request,<\/em> ils \u00e9valuent les informations fournies et soumettent alors une <em>bid response<\/em>. Cette r\u00e9ponse contient des informations sur la cr\u00e9ation publicitaire, l&rsquo;ench\u00e9risseur, la campagne publicitaire et autres param\u00e8tres pertinents pour l&rsquo;ench\u00e8re. Les<strong> annonceurs utilisent des algorithmes sophistiqu\u00e9s et des analyses de donn\u00e9es en temps r\u00e9el pour d\u00e9terminer l&rsquo;offre optimale<\/strong>, afin de maximiser leurs chances de remporter l&rsquo;impression.<\/p>\n\n\n\n<p>Apr\u00e8s avoir re\u00e7u plusieurs bid responses, le serveur publicitaire de l&rsquo;\u00e9diteur proc\u00e8de \u00e0 une vente aux ench\u00e8res pour d\u00e9terminer l&rsquo;offre gagnante. Le meilleur ench\u00e9risseur obtient le droit d&rsquo;afficher sa publicit\u00e9, et le prix de son ench\u00e8re est d\u00e9duit de son compte lorsque la publicit\u00e9 est diffus\u00e9e. Ce processus d&rsquo;ench\u00e8res se d\u00e9roule en quelques millisecondes, ce qui garantit une <strong>diffusion optimale<\/strong> de la publicit\u00e9 aux utilisateurs.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-174197273423\"\n  style=\"max-width:100%; max-height:100%; width:650px;height:162.5px\" data-hubspot-wrapper-cta-id=\"174197273423\">\n  <a href=\"https:\/\/cta-service-cms2.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLIWdvEGEX9Prq0El04kFiZnqT3ivlX7a5Xevf6naFtpi%2FBZzlWpwyhJZmkl3UkubMz8bO1VyaptjX005ORMvbpIcvlrSnr3g6fKVFYc2ZJr8AgJ3ExGm76ZydSqmrwQQMpUmtdqcvTZHxPpCDfqsS7F9dOl%2BHEKeymc1tXfHd%2BnZtRVDMYkfhVX7SM9Rtnri3ZwLQ%2BPQrNUoh7ds4eRU5JIzVaqfsPBEyxnQK1Vi8PMGWgRZ0qQ4YUxsi97pT6LfF2wF5NCig%3D%3D&#038;webInteractiveContentId=174197273423&#038;portalId=4547509\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"2-Jul-31-2024-10-28-08-2442-AM\" loading=\"lazy\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/4547509\/interactive-174197273423.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/>\n  <\/a>\n<\/div>\n\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Vers une approche efficace et responsable de la publicit\u00e9 digitale<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>OpenRTB est un protocole open source qui comprend un ensemble d&rsquo;API utilis\u00e9es par le secteur afin de faciliter le processus d&rsquo;ench\u00e8res en temps r\u00e9el entre les acheteurs et les vendeurs. Comme nous l&rsquo;avons expliqu\u00e9 pr\u00e9c\u00e9demment, les <em>bid requests<\/em> sont enrichies de diverses informations pr\u00e9cieuses qui permettent de prendre des d\u00e9cisions \u00e9clair\u00e9es.<\/p>\n\n\n\n<p>L&rsquo;adaptateur d\u2019ench\u00e8res d&rsquo;Opti Digital exploite l\u2019ensemble de ces informations, dont un des plus importantes : les identifiants des utilisateurs (Users IDs). Si l&rsquo;\u00e9diteur inclut les IDs utilisateurs dans son wrapper Prebid, dans le serveur publicitaire de l&rsquo;\u00e9diteur, cela permet \u00e0 <a href=\"https:\/\/www.optidigital.com\/opti-engage\/\">Opti Engage<\/a> d&rsquo;ench\u00e9rir efficacement dans n&rsquo;importe quel environnement, m\u00eame dans les navigateurs <em>cookieless<\/em> tels que Safari, Edge et Firefox.<\/p>\n\n\n\n<p>Opti Engage s\u2019appuie \u00e9galement sur le m\u00e9canisme de bid request pour <strong>enrichir la demande <\/strong>: il envoie des bid requests de serveur \u00e0 serveur \u00e0 des fournisseurs de demande natifs, r\u00e9alise le rendu de la demande, et affiche la bid response sur le site de l\u2019\u00e9diteur. Cette fonctionnalit\u00e9 a un<strong> impact positif sur les taux de participation aux ench\u00e8res d&rsquo;Opti Engage et sur les CPM<\/strong>.<\/p>\n\n\n\n<p>Le bidder d&rsquo;Opti Digital, Opti Engage, utilise \u00e9galement des<strong> algorithmes de traffic shaping<\/strong>.&nbsp; Cette technologie durable permet de r\u00e9duire le nombre d\u2019appels publicitaires, en fonction de leur rentabilit\u00e9, et d&rsquo;optimiser la <strong><em>web performance<\/em><\/strong>.<\/p>\n\n\n\n<p>L\u2019enrichissement de la demande et<strong> l\u2019optimisation des chemins d\u2019acc\u00e8s \u00e0 l\u2019inventaire programmatique (SPO<\/strong>), sont donc deux \u00e9l\u00e9ments qui caract\u00e9risent Opti Engage. De plus, gr\u00e2ce \u00e0 son format novateur, <strong>Opti Engage se positionne parmi les ench\u00e9risseurs Prebid les plus performants<\/strong>.<\/p>\n\n\n\n<p><strong>Si vous souhaitez en savoir plus sur le potentiel et les caract\u00e9ristiques de notre format, <\/strong><a href=\"https:\/\/www.optidigital.com\/traffic-shaping-ou-comment-reduire-lempreinte-carbone-de-la-publicite-diffusee-sur-votre-media\/\"><strong>consultez notre article sur le traffic shaping<\/strong><\/a><strong> ou <\/strong><a href=\"https:\/\/www.optidigital.com\/contact\/\"><strong>contactez notre \u00e9quipe<\/strong><\/a><strong> pour \u00e9laborer une strat\u00e9gie de mon\u00e9tisation sur mesure.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"font-size:24px\">Conclusion<\/h2>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Comprendre le m\u00e9canisme d\u2019une bid request (appel d\u2019offres) permet aux \u00e9diteurs de m\u00e9dias et aux annonceurs d&rsquo;optimiser leurs strat\u00e9gies, d&rsquo;atteindre efficacement leur public cible, de mener des campagnes publicitaires performantes et d&rsquo;optimiser leurs revenus publicitaires.<\/p>\n\n\n\n<p>Cependant, malgr\u00e9 leur caract\u00e8re indispensable, les bid requests peuvent \u00eatre \u00e0 l&rsquo;origine de fraudes publicitaires significatives, portant atteinte aux acteurs de l&rsquo;industrie. C&rsquo;est pourquoi il est crucial d&rsquo;adopter des pratiques visant \u00e0 pr\u00e9venir ce probl\u00e8me, telles que l&rsquo;int\u00e9gration d\u2019un fichier ads.txt \u00e0 jour. <a href=\"https:\/\/www.optidigital.com\/ads-txt-et-sellers-json-tout-ce-que-vous-devez-savoir\/\">Consultez notre article pour en savoir plus sur le sujet.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il est parfois difficile de saisir les m\u00e9canismes complexes qui se cachent derri\u00e8re les ench\u00e8res publicitaires programmatiques. Avec l&rsquo;introduction de nouvelles techniques de vente telles que le header bidding et les ench\u00e8res en temps r\u00e9el ( en anglais \u201creal-time bidding\u201d), il est important pour les \u00e9diteurs de comprendre chaque \u00e9tape du processus afin de tirer &#8230; <a title=\"Bid Request et Bid Response : D\u00e9cryptage\" class=\"read-more\" href=\"https:\/\/optidigital.com\/fr\/ressources\/blog\/bid-request-et-bid-response-decryptage\/\" aria-label=\"En savoir plus sur Bid Request et Bid Response : D\u00e9cryptage\">Lire la suite<\/a><\/p>\n","protected":false},"author":13,"featured_media":24643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[394,399],"tags":[456,483],"class_list":["post-15367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-monetisation-fr","tag-opti-engage","tag-ux-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Bid Request et Bid Response : D\u00e9cryptage<\/title>\n<meta name=\"description\" content=\"D\u00e9cryptage d&#039;une bid request, son fonctionnement, les informations qu&#039;elle contient et son rapport aux bid responses.\" \/>\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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