{"id":10538,"date":"2024-07-29T13:26:11","date_gmt":"2024-07-29T11:26:11","guid":{"rendered":"https:\/\/refinery89.com\/?p=10538"},"modified":"2024-12-04T15:39:40","modified_gmt":"2024-12-04T14:39:40","slug":"augmentation-des-revenus-publicitaires-pour-les-editeurs-grace-aux-prix-planchers","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/floor-pricing-ad-revenue-boost-publishers\/","title":{"rendered":"Tarification au plancher : obtenez une augmentation de vos revenus publicitaires"},"content":{"rendered":"<p data-renderer-start-pos=\"1\">En ce qui concerne le taux de remplissage de votre site web, c&#x27;est-\u00e0-dire le rapport entre les requ\u00eates publicitaires et les annonces affich\u00e9es, vous pourriez penser qu&#x27;un taux de 100 % est id\u00e9al, car cela signifie que vous affichez toujours des publicit\u00e9s, ce qui vous permet de g\u00e9n\u00e9rer des revenus, n&#x27;est-ce pas ? Mais ce n&#x27;est pas toujours le cas, car en r\u00e9alit\u00e9, vous risquez de perdre de l&#x27;argent. Mais ne vous inqui\u00e9tez pas, examinons de plus pr\u00e8s le prix plancher : qu&#x27;est-ce que c&#x27;est, comment cela peut-il affecter votre taux de remplissage, et comment l&#x27;optimiser pour augmenter vos revenus.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"Optimizing-Floor-Pricing-for-your-website.\" data-renderer-start-pos=\"454\">Optimisation des prix planchers pour votre site web<\/h2>\n<p>&nbsp;<\/p>\n<h3 id=\"What-is-floor-price?\" data-renderer-start-pos=\"499\">Quel est le prix plancher ?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"521\">Prix plancher en <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/programmatic-advertising-basic-terms-and-metrics-for-publishers\/\" href=\"https:\/\/refinery89.com\/fr\/programmatic-advertising-basic-terms-and-metrics-for-publishers\/\" target=\"_blank\" rel=\"noopener\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">publicit\u00e9 programmatique<\/a> signifie l'\u00e9tablissement d'un prix d'ench\u00e8re minimum pour vos espaces publicitaires sur le SSP via la requ\u00eate d'ench\u00e8re. Cela signifie que pendant l'ench\u00e8re, seuls ceux qui sont pr\u00eats \u00e0 payer au-dessus de votre prix minimum fix\u00e9 pourront placer leurs publicit\u00e9s sur votre site Web.<\/p>\n<p data-renderer-start-pos=\"802\">Disons-le ainsi. Imaginez que vous ayez un site web d\u00e9di\u00e9 aux jeux vid\u00e9o et que votre URL soit\u2026 euh\u2026 thegamesareawesome.com (ouais, tr\u00e8s original, n&#x27;est-ce pas ?) et que vous fixiez le prix plancher \u00e0 $1,00 CPM. Seuls les annonceurs pr\u00eats \u00e0 payer $1,00 ou plus pour mille impressions pourront acheter cet espace publicitaire<\/p>\n<p data-renderer-start-pos=\"1088\">Autrement dit, le prix plancher est la valeur en dessous de laquelle une annonce ne peut pas \u00eatre vendue sur un serveur publicitaire.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"How-can-floor-pricing-impact-your-fill-rate?\" data-renderer-start-pos=\"1184\">Comment le prix plancher peut-il avoir un impact sur votre taux de remplissage ?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1231\">Avant de r\u00e9pondre \u00e0 cette question, il nous faut nous familiariser avec le terme <strong>Gestion du rendement<\/strong>. \u00c7a vous dit quelque chose ? Ne vous inqui\u00e9tez pas, nous allons vous expliquer.<\/p>\n<p data-renderer-start-pos=\"1365\">Yield Management, dans les mots de <a href=\"https:\/\/www.linkedin.com\/in\/robin-de-wit\/\" target=\"_blank\" rel=\"noopener\">Robin de Wit<\/a> (notre directeur scientifique chez Refinery) est :<\/p>\n<blockquote>\n<p style=\"text-align: center;\" data-renderer-start-pos=\"1444\"><em data-renderer-mark=\"true\">\u201cL'art d'\u00e9quilibrer les r\u00e8gles de tarification pour maximiser les revenus d'un \u00e9diteur. Il s'agit de <strong data-renderer-mark=\"true\">trouver le juste milieu <\/strong>entre le CPM et le taux de remplissage pour une pile publicitaire particuli\u00e8re.\u201d<\/em><\/p>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1444\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-10539 size-large\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1024x593.png\" alt=\"objectifs des prix planchers expliqu\u00e9s\" width=\"800\" height=\"463\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1024x593.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-300x174.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-768x445.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-1536x889.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1-18x10.png 18w, https:\/\/refinery89.com\/wp-content\/uploads\/2024\/07\/Blog-Post_Setting-Floor-Price_article-image-1.png 1634w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"1606\">Revenons \u00e0 <strong>prix plancher<\/strong>. Le fait de fixer un prix plancher entra\u00eene g\u00e9n\u00e9ralement une hausse des CPM. Alors, pourquoi tous les \u00e9diteurs ne fixent-ils pas un prix plancher de $20 pour leurs espaces publicitaires afin de faire grimper consid\u00e9rablement les CPM ? La raison principale est la suivante : le taux de remplissage.<\/p>\n<p data-renderer-start-pos=\"1822\">Le taux de remplissage des publicit\u00e9s nous aide \u00e0 comprendre l'efficacit\u00e9 avec laquelle nous diffusons des publicit\u00e9s. Nous le calculons en prenant le nombre d'annonces diffus\u00e9es et en le divisant par le nombre de requ\u00eates d'annonces. Le pourcentage r\u00e9sultant indique la fr\u00e9quence \u00e0 laquelle nous parvenons \u00e0 remplir les espaces publicitaires avec des annonces.<\/p>\n<p data-renderer-start-pos=\"2076\">Si vous fixez un prix plancher trop \u00e9lev\u00e9, votre taux de remplissage diminuera probablement consid\u00e9rablement. Le taux de remplissage peut varier en fonction de diff\u00e9rents facteurs : bloqueurs de publicit\u00e9, qualit\u00e9 des publicit\u00e9s, prix planchers \u00e9lev\u00e9s, erreurs techniques et latence.<\/p>\n<p data-renderer-start-pos=\"2287\">Bien que le CPM et le taux de remplissage soient des indicateurs essentiels pour mesurer les performances de la publicit\u00e9 display, la m\u00e9trique la plus importante \u00e0 garder \u00e0 l'esprit est le revenu total.<\/p>\n<p data-renderer-start-pos=\"2440\">Le revenu est le roi des rois, et vous pouvez obtenir un revenu plus \u00e9lev\u00e9 m\u00eame si votre taux de remplissage est plus bas lors de la d\u00e9finition du prix plancher, car vous obtenez plus d'argent \u00e0 chaque impression.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"How-can-you-optimize-your-floor-pricing-strategy?\" data-renderer-start-pos=\"2624\">Comment optimiser votre strat\u00e9gie de prix plancher ?<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"2676\">Avec des concurrents pr\u00eats \u00e0 payer plus, vous avez la garantie d'une r\u00e9mun\u00e9ration plus \u00e9lev\u00e9e \u00e0 chaque affichage de publicit\u00e9, ou du moins pas inf\u00e9rieure au prix minimum fix\u00e9.<\/p>\n<p data-renderer-start-pos=\"2829\">Maintenant que vous comprenez l'importance de trouver le bon \u00e9quilibre entre le CPM, le taux de remplissage et les revenus, comment pouvez-vous d\u00e9terminer ce qui fonctionnera pour vous ?<\/p>\n<p data-renderer-start-pos=\"2980\">Exp\u00e9rimenter avec diff\u00e9rents prix planchers par localisation g\u00e9ographique, unit\u00e9, emplacement publicitaire et appareil peut prendre du temps et demande de l'exp\u00e9rience. Chez Refinery89, nous aidons nos \u00e9diteurs gr\u00e2ce \u00e0 notre \u00e9quipe d'experts et <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/single-tag-revenue-growth\/\" href=\"https:\/\/refinery89.com\/fr\/single-tag-croissance-revenus-publicitaires\/\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">technologie de pointe<\/a> pour vous aider avec succ\u00e8s \u00e0 augmenter vos revenus publicitaires.<\/p>\n<p>&nbsp;<\/p>\n<h3 id=\"Stress-less,-get-more.-Increase-your-revenue-with-floor-pricing-optimization-with-us!\" data-renderer-start-pos=\"3256\">Moins de stress, plus de r\u00e9sultats. Augmentez vos revenus gr\u00e2ce \u00e0 l'optimisation des prix planchers avec nous !<\/h3>\n<p>&nbsp;<\/p>\n<p data-renderer-start-pos=\"3344\">R\u00e9servez votre consultation d'expert gratuite d\u00e8s aujourd'hui avec un partenaire Publisher certifi\u00e9 Google et laissez notre \u00e9quipe vous aider \u00e0 faire passer vos revenus publicitaires au niveau sup\u00e9rieur. <a class=\"cc-1rn59kg\" title=\"https:\/\/refinery89.com\/contact-us\/\" href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\" data-testid=\"link-with-safety\" data-renderer-mark=\"true\">Contactez-nous d\u00e8s maintenant !<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>When it comes to the fill rate on your website, which is the ratio of ad requests to ads displayed, you might think you want a 100% fill rate because that means you&#8217;re always showing ads, which translates to making money from them, right? But that&#8217;s not always the case, because in reality, you may [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":10540,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,12,20],"tags":[26,37,251,34,40],"class_list":["post-10538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-cpm","tag-fill-rate","tag-refinery-academy","tag-revenue"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Floor Pricing: get an Ad Revenue Boost | Refinery89<\/title>\n<meta name=\"description\" content=\"Let&#039;s take a closer look at floor pricing, what it is, how it can affect your fill rate, and how you can optimize it to get a revenue boost.\" \/>\n<meta name=\"robots\" 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