{"id":878,"date":"2020-01-03T15:26:54","date_gmt":"2020-01-03T13:26:54","guid":{"rendered":"https:\/\/optidigital.com\/?p=878"},"modified":"2025-05-05T17:45:45","modified_gmt":"2025-05-05T15:45:45","slug":"etude-les-revenus-programmatiques-des-medias-en-europe-t4-2019","status":"publish","type":"post","link":"https:\/\/optidigital.com\/fr\/ressources\/blog\/etude-les-revenus-programmatiques-des-medias-en-europe-t4-2019\/","title":{"rendered":"Etude : Les revenus programmatiques des m\u00e9dias en Europe \u2013 T4 2019"},"content":{"rendered":"\n

Une nouvelle \u00e9tude d\u00e9taille les revenus programmatiques des m\u00e9dias au quatri\u00e8me trimestre 2019. R\u00e9alis\u00e9e par Opti Digital, jeune entreprise fran\u00e7aise d\u2019AdTech qui d\u00e9veloppe des outils de mon\u00e9tisation publicitaire et d\u2019analyse pour les \u00e9diteurs du digital, cette \u00e9tude offre une vue globale du march\u00e9 de la publicit\u00e9 programmatique c\u00f4t\u00e9 \u00e9diteur. On y d\u00e9couvre les tendances du march\u00e9, les taux de visibilit\u00e9 moyens, les partenaires de demande cl\u00e9s et le taux d\u2019adoption des technologies de mon\u00e9tisation publicitaires.<\/strong><\/h4>\n\n\n\n
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L\u2019\u00e9tude suivante a \u00e9t\u00e9 r\u00e9alis\u00e9e sur les inventaires optimis\u00e9s gr\u00e2ce \u00e0 l\u2019accompagnement offert par Opti Digital et aux technologies \u00e9dit\u00e9es par la soci\u00e9t\u00e9 : Opti Smart Tags<\/strong><\/em>, solution de taggage intelligent qui augmente la valeur des inventaires et prot\u00e8ge l\u2019audience contre la fraude des annonceurs malveillants, Opti Dynamic Auctions<\/strong><\/em>, solutions de header bidding pour les environnements Web et AMP, et Opti Cockpit<\/strong><\/em>, outil d\u2019analytics publicitaire \u00e9dit\u00e9 par Opti Digital.<\/p>\n\n\n\n

L\u2019\u00e9chantillon de 49 sites analys\u00e9s dans le cadre de cette \u00e9tude est d\u2019une grande vari\u00e9t\u00e9 : des sites de contenus th\u00e9matiques, des sites d\u2019actualit\u00e9s, et des forums. Les verticales dominantes sont : high-tech, voyages, automobile, TV, sport, sant\u00e9, bricolage\u2026<\/p>\n\n\n\n

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Hausse du taux de visibilit\u00e9 moyen<\/h3>\n\n\n\n

D\u2019octobre \u00e0 d\u00e9cembre 2019, les sites analys\u00e9s pour l\u2019\u00e9tude ont vu leur taux de visibilit\u00e9 augmenter (+4,30%) \u00e0 63,20% de moyenne<\/strong>. Le taux s\u2019\u00e9l\u00e8ve \u00e0 61,70% pour les connexions depuis un mobile et \u00e0 66% sur ordinateur.<\/p>\n\n\n\n

En am\u00e9liorant les taux de visibilit\u00e9 des annonces, les inventaires deviennent plus int\u00e9ressants pour les annonceurs. Les m\u00e9dias re\u00e7oivent ainsi davantage d\u2019ench\u00e8res en quantit\u00e9 et \u00e0 des CPMs plus \u00e9lev\u00e9s.<\/p>\n\n\n\n

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Adoption massive de la protection anti-fraude<\/h3>\n\n\n\n

79,50% des sites ont adopt\u00e9 la technologie de protection anti-fraude<\/strong> d\u00e9velopp\u00e9e par Opti Digital<\/a>. Celle-ci bloque les annonceurs malveillants qui utilisent du Javascript pour effectuer des expansions de cr\u00e9atives ou des redirections automatiques.<\/p>\n\n\n\n

En luttant contre ces comportements non d\u00e9sirables, la grande majorit\u00e9 des \u00e9diteurs ont fait le choix de prot\u00e9ger leur audience contre de potentielles redirections vers des sites \u00e0 risques (phishing, ransomware\u2026).<\/p>\n\n\n\n

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Adoption des technologies de header bidding<\/h3>\n\n\n\n
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R\u00e9partition des revenus programmatiques des m\u00e9dias par type de partenaire \u2013 T4 2019<\/figcaption><\/figure>\n<\/div>\n\n\n\n
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Sur les 49 sites analys\u00e9s pour cette \u00e9tude, la totalit\u00e9 utilisent le wrapper Prebid c\u00f4t\u00e9 client<\/strong> d\u00e9velopp\u00e9 et d\u00e9ploy\u00e9 par Opti Digital, pour augmenter la concurrence entre les acheteurs programmatiques au premier prix sur les inventaires Web. Ainsi Prebid g\u00e9n\u00e8re pr\u00e8s de 25% du chiffre d\u2019affaires des \u00e9diteurs.<\/p>\n\n\n\n

Le wrapper ind\u00e9pendant d\u2019Amazon a \u00e9t\u00e9 d\u00e9ploy\u00e9 sur 37% des sites<\/strong> sur lesquels le nouvel acteur de demande \u00e9tait le plus pertinent en cette p\u00e9riode de f\u00eates. Sur ce dernier trimestre, Amazon a g\u00e9n\u00e9r\u00e9 3,60% du chiffre d\u2019affaires des \u00e9diteurs analys\u00e9s.<\/p>\n<\/div>\n<\/div>\n\n\n\n

<\/div>\n\n\n\n

Quels sont les partenaires de demande incontournables ?<\/h3>\n\n\n\n

Le trio de t\u00eate ne change pas :<\/strong> Google AdExchange concentre 67,70% des revenus publicitaires programmatiques des \u00e9diteurs. Les diff\u00e9rents bidders AppNexus directs ou d\u2019autres partenaires (MediaSquare par exemple) d\u00e9gagent 8,20% du chiffre d\u2019affaires, suivis de Rubicon (4,20%).<\/p>\n\n\n\n

On note une recomposition des challengers :<\/strong> Amazon fait une entr\u00e9e fracassante en 4\u00e8me position et g\u00e9n\u00e8re 3,60% des revenus alors qu\u2019il n\u2019est pr\u00e9sent que sur 37% des sites. Il est suivi en 5\u00e8me position de l\u2019acteur fran\u00e7ais Smart, qui g\u00e9n\u00e8re 2,90% des revenus. Criteo n\u2019arrive qu\u2019en 7\u00e8me position en terme de chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9 sur le quatri\u00e8me trimestre.<\/p>\n\n\n\n

Criteo semble avoir d\u00e9plac\u00e9 ses investissements de Google AdExchange \u00e0 Prebid<\/strong> apr\u00e8s le passage de Google \u00e0 l\u2019ench\u00e8re unifi\u00e9e en septembre 2019. Mais le bidder fran\u00e7ais r\u00e9cemment effectu\u00e9 des changements de configuration qui lui permettent de cro\u00eetre tr\u00e8s rapidement lorsque Criteo Direct Bidder est int\u00e9gr\u00e9 via Prebid c\u00f4t\u00e9 client. Cela porte \u00e0 croire que Criteo deviendra indispensable au 1er trimestre 2020.<\/p>\n\n\n\n

Pour en savoir plus sur le p\u00e9rim\u00e8tre de cette \u00e9tude, ou sur certaines solutions, contactez Opti Digital<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Une nouvelle \u00e9tude d\u00e9taille les revenus programmatiques des m\u00e9dias au quatri\u00e8me trimestre 2019. R\u00e9alis\u00e9e par Opti Digital, jeune entreprise fran\u00e7aise d\u2019AdTech qui d\u00e9veloppe des outils de mon\u00e9tisation publicitaire et d\u2019analyse pour les \u00e9diteurs du digital, cette \u00e9tude offre une vue globale du march\u00e9 de la publicit\u00e9 programmatique c\u00f4t\u00e9 \u00e9diteur. On y d\u00e9couvre les tendances du … Lire la suite<\/a><\/p>\n","protected":false},"author":8,"featured_media":24705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[394,399],"tags":[413,414,427,505,442,502,460,462,463,469,477],"class_list":["post-878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-monetisation-fr","tag-benchmark","tag-campagnes","tag-dernier-trimestre","tag-ecpm-es","tag-gre-a-gre","tag-media-en","tag-programmatique","tag-publicite","tag-q42019","tag-revenus","tag-t42019"],"acf":[],"yoast_head":"\nEtude : Les revenus programmatiques des m\u00e9dias en Europe \u2013 T4 2019 - Optidigital<\/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:\/\/optidigital.com\/fr\/ressources\/blog\/etude-les-revenus-programmatiques-des-medias-en-europe-t4-2019\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude : Les revenus programmatiques des m\u00e9dias en Europe \u2013 T4 2019 - Optidigital\" \/>\n<meta property=\"og:description\" content=\"Une nouvelle \u00e9tude d\u00e9taille les revenus programmatiques des m\u00e9dias au quatri\u00e8me trimestre 2019. R\u00e9alis\u00e9e par Opti Digital, jeune entreprise fran\u00e7aise d\u2019AdTech qui d\u00e9veloppe des outils de mon\u00e9tisation publicitaire et d\u2019analyse pour les \u00e9diteurs du digital, cette \u00e9tude offre une vue globale du march\u00e9 de la publicit\u00e9 programmatique c\u00f4t\u00e9 \u00e9diteur. On y d\u00e9couvre les tendances du ... 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