{"id":11290,"date":"2024-10-17T09:47:07","date_gmt":"2024-10-17T07:47:07","guid":{"rendered":"https:\/\/refinery89.com\/?p=11290"},"modified":"2025-09-05T09:37:48","modified_gmt":"2025-09-05T07:37:48","slug":"cpm-vs-rpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/cpm-vs-rpm\/","title":{"rendered":"CPM vs RPM. Des m\u00e9triques que chaque \u00e9diteur doit conna\u00eetre par c\u0153ur"},"content":{"rendered":"<p>CPM vs RPM. Si vous \u00eates dans l'industrie de la publicit\u00e9 programmatique depuis au moins 2 secondes, vous avez probablement entendu parler de ces termes. Alors, quel est tout ce tapage ? Le. <a href=\"https:\/\/eur05.safelinks.protection.outlook.com\/?url=https%3A%2F%2Frefinery89.com%2Fes%2Fstatistics-to-track-if-you-care-about-your-website-ad-revenue%2F&amp;data=05%7C02%7Cpatricia.simon%40refinery89.com%7Ce4f6a6f8307e490c8d1708dce64e026c%7C7117068e7ca24ea3b1a92ae37280d6bb%7C0%7C0%7C638638469940735275%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&amp;sdata=GSBpAPAGtPXSmxH61CIkpkoRGFNlkdjufb09IjyVJnw%3D&amp;reserved=0\">Ce sont deux des statistiques \u00e0 suivre si vous vous souciez des revenus de votre site web.<\/a><\/p>\n<p>Voyons voir. Le CPM est le montant que les annonceurs vous paient par mille impressions publicitaires. Le RPM est une estimation des revenus que vous obtenez par mille pages vues mon\u00e9tisables. Nous allons passer en revue chacun d'eux et les pr\u00e9senter de mani\u00e8re tr\u00e8s claire, afin que vous puissiez mettre en place votre strat\u00e9gie publicitaire optimis\u00e9e ! \ud83c\udfc3\ud83c\udffb<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Qu'est-ce que le CPM ?<\/strong><\/h2>\n<p><iframe title=\"Lecteur vid\u00e9o YouTube\" src=\"https:\/\/www.youtube.com\/embed\/R8gK1-ImQ54?si=1c-COdU2O7ckVpar\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/eur05.safelinks.protection.outlook.com\/?url=https%3A%2F%2Frefinery89.com%2Fall-about-cost-per-mille-cpm%2F&amp;data=05%7C02%7Cpatricia.simon%40refinery89.com%7Ce4f6a6f8307e490c8d1708dce64e026c%7C7117068e7ca24ea3b1a92ae37280d6bb%7C0%7C0%7C638638469940756408%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C0%7C%7C%7C&amp;sdata=H%2B%2BDnOjc63qEBlxG0lNO9G9TDm3iKqOyyi64%2FLbSn4w%3D&amp;reserved=0\">CPM aussi<\/a> aka Co\u00fbt pour Mille est une m\u00e9trique qui montre combien un annonceur paie pour mille impressions. Pour les \u00e9diteurs, c'est une information utile pour comprendre la valeur de leurs sites lorsqu'il s'agit de fixer un prix pour un espace publicitaire.<\/p>\n<p>Cette m\u00e9trique fluctue beaucoup. Tout comme les saisons changent, le CPM \u00e9volue aussi. Par exemple, les CPM explosent pendant la p\u00e9riode du Black Friday et de No\u00ebl car les annonceurs d\u00e9pensent plus d'argent et sont tous en concurrence pour obtenir les meilleures espaces publicitaires sur le march\u00e9. Puis vient janvier et les CPM chutent comme un parachutiste. Qu'est-ce que vous pouvez faire dans ce cas ? Planifiez votre strat\u00e9gie en fonction de la saisonnalit\u00e9 des CPM et vous pourrez continuer votre vie d'\u00e9diteur.<\/p>\n<p>Attention \u00e0 une chose. Veillez \u00e0 ne pas confondre CPM et vCPM. Le vCPM signifie \"Viewable Cost per Mille\" (Co\u00fbt pour mille impressions visibles). Il est utilis\u00e9 pour mesurer le nombre de personnes qui voient r\u00e9ellement une publicit\u00e9, en tenant compte de la visibilit\u00e9. Le CPM, normalement, ne prend pas en compte la qualit\u00e9 des impressions publicitaires, tandis que le vCPM ne mesure que celles qui sont consid\u00e9r\u00e9es comme visibles.<\/p>\n<p>Maintenant que c'est dit, voyons la formule magique pour calculer le CPM ! \ud83e\ude84<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Comment calculer le CPM ?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p style=\"text-align: center;\"><strong>CPM = (Revenu total \u00f7 Total <u>Impressions<\/u>) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Imaginons qu'un annonceur d\u00e9pense 200\u20ac pour une publicit\u00e9 qui g\u00e9n\u00e8re 100 000 impressions. Quel est alors le CPM ? Sortons la formule.<\/p>\n<p>Co\u00fbt total : 200 \u20ac<\/p>\n<p>Impressions : 100 000<\/p>\n<p>CPM = (200 \u00f7 100 000) x 1000<\/p>\n<p>CPM = 2\u20ac<\/p>\n<p>Cela signifie que l'annonceur a pay\u00e9 2 \u20ac pour chaque 1000 impressions de sa publicit\u00e9. C'est aussi simple que cela.<\/p>\n<p>&nbsp;<\/p>\n<p>Astuce de pro : Si vous n'avez pas envie de faire tous ces calculs pour conna\u00eetre votre CPM, jetez un \u0153il au <a href=\"https:\/\/refinery89.com\/fr\/tableau-de-bord-centre-sur-lutilisateur-repense-sep24\/\">Tableau de bord Refinery89<\/a>. Vous pouvez obtenir cette mesure en un claquement de doigts. Idem pour votre RPM. \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Pourquoi les \u00e9diteurs devraient-ils s&#x27;int\u00e9resser au CPM ?<\/strong><\/h3>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Le CPM est une m\u00e9trique dont les annonceurs peuvent b\u00e9n\u00e9ficier un peu plus, car ils l'utilisent pour d\u00e9terminer le prix de leur campagne publicitaire. Cela ne signifie pas que vous, en tant qu'\u00e9diteur, devriez la rejeter compl\u00e8tement. Dans votre cas, <strong>vous pouvez utiliser cette m\u00e9trique, avec votre nombre d'impressions, comme r\u00e9f\u00e9rence pour fixer les prix de vos espaces publicitaires.<\/strong><\/p>\n<p>Connaissez votre valeur. Le CPM sert de point de d\u00e9part aux \u00e9diteurs pour comparer le co\u00fbt de leurs publicit\u00e9s affich\u00e9es sur diff\u00e9rents formats publicitaires, partenaires AdTech et r\u00e9seaux publicitaires. Cela s'av\u00e8re \u00e9galement extr\u00eamement utile lorsqu'il est temps de prendre des d\u00e9cisions pour fa\u00e7onner votre strat\u00e9gie publicitaire.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Qu'est-ce que RPM ?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Lecteur vid\u00e9o YouTube\" src=\"https:\/\/www.youtube.com\/embed\/AZ9xFJh6gjY?si=FSB-u9x1M6ta1QJQ\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p>RPM, ou Revenu par mille impressions, \u00e9galement appel\u00e9 RPM de page, est le gain estim\u00e9 d'une page Web pour chaque 1000 vues de pages mon\u00e9tisables qu'elle re\u00e7oit. Les pages mon\u00e9tisables dans ce cas sont les pages contenant des publicit\u00e9s \u00e0 remplir.<\/p>\n<p>Allons droit au but. Contrairement au CPM, o\u00f9 vous ne pouvez calculer le montant que vous gagnerez pour 1000 impressions dans une unit\u00e9 publicitaire, avec le RPM, vous obtenez le revenu total pour 1000 impressions sur les publicit\u00e9s de l'ensemble de votre site web.<\/p>\n<p>Le RPM est une m\u00e9trique tr\u00e8s robuste car il prend en compte le CPM du bloc d'annonces, le nombre d'annonces sur une page et leur taux de remplissage.<\/p>\n<p>D'accord, d'accord\u00a0! Passons \u00e0 la formule\u00a0!<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Comment calculer les RPM ?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>RPM = (Revenu Total\u00a0<em>\u00f7\u00a0<\/em>(Vues de page mon\u00e9tisables) x 1000<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Expliquons cela avec un exemple : Le mois dernier, vous avez g\u00e9n\u00e9r\u00e9 un chiffre d'affaires total de 5 000 \u20ac gr\u00e2ce aux publicit\u00e9s sur votre site web et vous avez eu 500 000 impressions sur vos pages mon\u00e9tisables.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Chiffre d'affaires total<\/strong> = 3000\u20ac<\/p>\n<p><strong>Vues de page mon\u00e9tisables<\/strong> = 500,000<\/p>\n<p><strong>tr\/min<\/strong> = (3,000\u00a0<em>\u00f7\u00a0<\/em>500,000) x 1 000<\/p>\n<p><strong>tr\/min<\/strong> = 6\u20ac<\/p>\n<p>&nbsp;<\/p>\n<p>Cela signifie que vous obtenez 6 \u20ac pour 1000 vues de pages mon\u00e9tisables. N'\u00e9tait-ce pas facile ? Et pour rendre les choses encore plus simples, vous pouvez toujours consulter cette m\u00e9trique d\u00e9j\u00e0 calcul\u00e9e pour vous sur le tableau de bord Refinery89 \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Pourquoi les \u00e9diteurs devraient-ils se soucier du RPM ?<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p>Le RPM est super important pour les \u00e9diteurs car il aide \u00e0 identifier quels emplacements publicitaires, quels formats publicitaires ou quels types de contenu sont les plus rentables. Il sert \u00e9galement \u00e0 ajuster les strat\u00e9gies de contenu en cons\u00e9quence pour accro\u00eetre l'engagement et la visibilit\u00e9 des publicit\u00e9s. De plus, il permet de comprendre la valeur de vos inventaires publicitaires et de prendre des d\u00e9cisions en cons\u00e9quence.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Sur quel indicateur les \u00e9diteurs devraient-ils se concentrer : le CPM ou le RPM ?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Il est tr\u00e8s courant, surtout lors des n\u00e9gociations, d&#x27;entendre parler de CPM. Un CPM garanti correspond \u00e0 un paiement fixe pour mille impressions, mais cela ne garantit pas que vous percevrez l&#x27;int\u00e9gralit\u00e9 de ces revenus, \u00e0 moins d&#x27;atteindre un taux de remplissage de 100% (ce qui est extr\u00eamement rare).<\/p>\n<p>Le RPM, quant \u00e0 lui, est un indicateur plus nuanc\u00e9 qui prend en compte non seulement le CPM, mais aussi des facteurs tels que le taux de remplissage, la visibilit\u00e9 et les impressions mon\u00e9tis\u00e9es pour d\u00e9terminer votre revenu total pour mille impressions.<\/p>\n<p>Voyez par vous-m\u00eame avec un exemple :<\/p>\n<p>Imaginons que vous ayez fix\u00e9 un prix plancher de $2,00 CPM (le prix minimum d&#x27;ench\u00e8re pour vos espaces publicitaires).<\/p>\n<ul>\n<li>Si votre taux de remplissage n&#x27;est que de 50%, votre RPM effectif chute \u00e0 $1,00.<\/li>\n<\/ul>\n<ul>\n<li>Si votre taux de remplissage est de 90%, votre RPM effectif est de $1,80.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>En bref, le RPM est la m\u00e9trique sur laquelle vous, en tant qu'\u00e9diteur, devriez vous concentrer si votre objectif principal est de maximiser vos performances de mon\u00e9tisation publicitaire, car il refl\u00e8te l'argent que vous gagnez, et pas seulement le prix de l'ench\u00e8re.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pour conclure\u2026<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><iframe title=\"Lecteur vid\u00e9o YouTube\" src=\"https:\/\/www.youtube.com\/embed\/fQKCgOH_jXA?si=E1KRj-nKnoHfltOT\" width=\"900\" height=\"532\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\"><\/span><\/iframe><\/p>\n<p>Le CPM et le RPM sont deux m\u00e9triques tr\u00e8s diff\u00e9rentes que les \u00e9diteurs devraient inclure dans leur strat\u00e9gie publicitaire pour augmenter leurs revenus publicitaires. Le CPM sert de guide pour fixer les prix des unit\u00e9s publicitaires sur votre site Web, tandis que le RPM donne une estimation des revenus que vous obtenez en affichant des publicit\u00e9s sur toutes vos pages mon\u00e9tisables.<\/p>\n<p>\u00cates-vous pr\u00eat \u00e0 commencer \u00e0 maximiser vos revenus ? Nous pouvons vous donner un guide \u00e9tape par \u00e9tape sur la fa\u00e7on de perfectionner votre strat\u00e9gie publicitaire ! \ud83d\udcaa\ud83c\udffb <a href=\"https:\/\/refinery89.com\/fr\/actualites-et-blog\/\">Contactez nos experts chez Refinery89 ! <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>CPM vs RPM. If you have been in the programmatic advertising industry for at least 2 seconds you\u2019ve probably heard about these terms. So what\u2019s all the fuss about? CPM and RPM are valuable metrics every publisher needs to know by heart. They are two of the statics to track if you care about your [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":11291,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,12,20],"tags":[26,71,37,28,72,35],"class_list":["post-11290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-ad-tech","tag-cpm","tag-kpis","tag-publishers","tag-rpm"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CPM vs RPM. 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