{"id":12363,"date":"2024-12-19T10:34:37","date_gmt":"2024-12-19T09:34:37","guid":{"rendered":"https:\/\/refinery89.com\/?p=12363"},"modified":"2025-03-27T17:27:08","modified_gmt":"2025-03-27T16:27:08","slug":"tendances-de-la-publicite-programmatique-a-surveiller-en-2025","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/programmatic-advertising-trends-to-look-forward-to-in-2025\/","title":{"rendered":"Tendances de la publicit\u00e9 programmatique \u00e0 surveiller en 2025"},"content":{"rendered":"

Alors que 2025 pointes d\u00e9j\u00e0 le bout de son nez, nous regardons avec enthousiasme la nouvelle ann\u00e9e. Comme beaucoup d'entre vous le savent, l'\u00e9cosyst\u00e8me num\u00e9rique est une mer mouvement\u00e9e, et pour r\u00e9ussir dans ce domaine, il faut savoir surfer sur ces vagues . Alors, que nous r\u00e9serve l'avenir ? Nous ne sommes pas devins, mais nous avons un CSO fantastique qui est toujours en avance sur son temps ! Aujourd'hui, Chief Strategy Officer de Refinery89, Robin de Wit<\/a><\/strong>, partage avec nous quelques tendances de la publicit\u00e9 programmatique \u00e0 surveiller en 2025 qui continueront de transformer l'industrie telle que nous la connaissons.<\/p>\n

 <\/p>\n

Augmentation de l'utilisation de l'IA et du machine learning<\/strong><\/h2>\n

 <\/p>\n

Intelligence artificielle et apprentissage automatique sont les sujets favoris de ces derni\u00e8res ann\u00e9es. En fait, leur popularit\u00e9 ne fait que cro\u00eetre, car ils jouent un r\u00f4le essentiel dans notre mani\u00e8re de travailler aujourd'hui. Selon une pr\u00e9vision de Statista<\/a>, 378,8 millions de personnes utiliseront des outils d'IA d'ici 2025. Ce chiffre devrait encore augmenter atteignant 729,11 millions d'utilisateurs d'ici 2030.<\/p>\n

 <\/p>\n

L'IA devient un outil tr\u00e8s puissant pour la cr\u00e9ation de contenu, l'optimisation des publicit\u00e9s et l'am\u00e9lioration du design cr\u00e9atif. Les \u00e9diteurs int\u00e8grent aujourd'hui des syst\u00e8mes comme ChatGPT dans leur quotidien pour r\u00e9aliser diverses t\u00e2ches et parfois, comme moteur de recherche<\/a>. Des options d'outils analytiques avanc\u00e9s et conviviaux comme PowerBi<\/a>, Hotjar<\/a> ou SimilarWeb<\/a> deviennent \u00e9galement des outils pertinents pour r\u00e9aliser des \u00e9tudes de march\u00e9, \u00e9valuer des m\u00e9triques et am\u00e9liorer les strat\u00e9gies de mani\u00e8re plus efficace.<\/p>\n

 <\/p>\n

First-party data est le nouvel or<\/strong><\/h2>\n

 <\/p>\n

Google a annonc\u00e9 qu'\u00e0 un moment donn\u00e9 dans un avenir proche, les utilisateurs devront donner leur consentement pour autoriser les cookies dans leur navigateur. Mais attends une seconde ! Qu'est-ce que cela signifie pour l'industrie de la publicit\u00e9 programmatique ? Cela signifie qu'avec la limitation des cookies tiers, il devient urgent de trouver une alternative aux donn\u00e9es tierces pour la publicit\u00e9.<\/p>\n

La politique sur les cookies de Google Chrome suit des actions similaires aux entreprises telles que Firefox et Safari. Cette mise \u00e0 jour tient tout le monde en haleine. Les acteurs de l'\u00e9cosyst\u00e8me num\u00e9rique sont en qu\u00eate d'alternatives aux donn\u00e9es tierces, et il semble que passer aux donn\u00e9es first-party soit la solution id\u00e9ale.<\/p>\n

 <\/p>\n

Quelles sont les alternatives aux donn\u00e9es tierces ?<\/strong><\/h2>\n

 <\/p>\n

Utiliser le ciblage contextuel<\/strong><\/h3>\n

Des m\u00e9thodes comme le ciblage contextuel pour g\u00e9n\u00e9rer des donn\u00e9es de premi\u00e8re partie de haute qualit\u00e9 vont continuer \u00e0 gagner en pertinence comme alternative aux donn\u00e9es tierces. Comme nous l\u2019avons expliqu\u00e9 dans notre article sur la technologie de ciblage bas\u00e9e sur l\u2019int\u00e9r\u00eat de R89<\/a>, le ciblage contextuel est la strat\u00e9gie de placer des publicit\u00e9s sur un site web en fonction du contexte et de son contenu. C\u2019est une excellente alternative, non seulement parce qu\u2019elle respecte les r\u00e9glementations, mais aussi parce qu\u2019elle est beaucoup moins invasive pour les utilisateurs et affiche des publicit\u00e9s int\u00e9ressantes en lien avec le contenu qu\u2019ils consomment \u00e0 ce moment-l\u00e0.<\/p>\n

 <\/p>\n

Passer aux Private Market Places et aux accords directs\u00a0<\/strong><\/h3>\n

Comme nous l'avons mentionn\u00e9 pr\u00e9c\u00e9demment, avec l'\u00e9limination des donn\u00e9es tierces, les donn\u00e9es de premi\u00e8re partie deviennent extr\u00eamement pr\u00e9cieuses. Maintenant, les annonceurs doivent d'une mani\u00e8re ou d'une autre se procurer ces donn\u00e9es de premi\u00e8re partie. Bien s\u00fbr, les donn\u00e9es peuvent \u00eatre revendues via des DMP (plates-formes de gestion des donn\u00e9es), mais cela r\u00e9duirait leur valeur. Il serait donc logique que les Private Market Places et les accords directs gagnent en pertinence, car ils peuvent exploiter directement les donn\u00e9es de premi\u00e8re partie.<\/p>\n

 <\/p>\n

Fusions et acquisitions<\/strong><\/h2>\n

 <\/p>\n

Au cours des derni\u00e8res ann\u00e9es, nous avons assist\u00e9 \u00e0 d'\u00e9normes fusions, acquisitions et investissements dans la publicit\u00e9 num\u00e9rique, comme nous l'avons vu avec Outbrain et Teads<\/a> \u00e0 l'\u00e9t\u00e9 2024. Nous pouvons nous attendre \u00e0 ce que cette tendance se poursuive en 2025, avec des entreprises cherchant \u00e0 consolider leurs activit\u00e9s, \u00e0 se lancer dans de nouveaux domaines de l'\u00e9cosyst\u00e8me ou \u00e0 renforcer leurs offres de produits. En g\u00e9n\u00e9ral, ces fusions restent secr\u00e8tes jusqu'\u00e0 ce qu'elles soient r\u00e9v\u00e9l\u00e9es par un communiqu\u00e9 de presse. La prochaine grande annonce du secteur sera donc une totale surprise!<\/p>\n

 <\/p>\n

Initiatives m\u00e9diatiques \u00e9cologiques et optimisation de la cha\u00eene d'approvisionnement<\/strong><\/h2>\n

 <\/p>\n

M\u00eame si c'est encore le d\u00e9but d'une tendance, on peut s'attendre \u00e0 ce que la pression sur l'industrie afin qu'elle soit plus verte augmente. L'une des solutions serait l'optimisation de la cha\u00eene d'approvisionnement.<\/p>\n

Dans l'\u00e9cosyst\u00e8me programmatique et avec la mont\u00e9e du header bidding<\/a> , le nombre de connexions entre les \u00e9diteurs, les SSP, les DSP et les annonceurs a consid\u00e9rablement augment\u00e9 ces derni\u00e8res ann\u00e9es. Cela est excellent pour cibler les bonnes audiences, obtenir les meilleurs prix et optimiser les revenus des sites Web, mais cela a un co\u00fbt pour l'environnement. Cet \u00e9cosyst\u00e8me tr\u00e8s \u00e9labor\u00e9 n\u00e9cessite de la puissance de traitement, ce qui entra\u00eene une augmentation des \u00e9missions de CO2, bien qu'elles soient relativement faibles par rapport \u00e0 d'autres industries.<\/p>\n

Une initiative \u00e0 laquelle les entreprises participent pour \u00eatre plus \u00e9cologiques est l'optimisation de la cha\u00eene d'approvisionnement. Les solutions pourraient \u00eatre dans un premier temps d'introduire de meilleures pratiques de r\u00e9duction de la cha\u00eene. Dans un second temps \u00e9liminer les appels inutiles dans la cha\u00eene. Moins d'appels = moins de puissance de traitement = moins de CO2, facile. \u2013 commente Robin.<\/em><\/p>\n

Le d\u00e9fi ici est d'identifier quelles connexions sont n\u00e9cessaires et lesquelles peuvent \u00eatre coup\u00e9es. C'est un projet qui n\u00e9cessite la supervision d'un sp\u00e9cialiste tr\u00e8s qualifi\u00e9. Il est peu probable que les petits \u00e9diteurs disposent des connaissances, des donn\u00e9es ou du temps n\u00e9cessaires pour le r\u00e9aliser. De plus, leur \u00e9mission de CO2 est bien inf\u00e9rieure \u00e0 celle des grands \u00e9diteurs. Il n'a pas beaucoup de sens pour l'instant de se lancer dans un projet de cette envergure. Pour cette raison, ce seront les grands \u00e9diteurs et les fournisseurs de r\u00e9seaux\/AdTech qui pourront prendre des mesures significatives pour optimiser leur cha\u00eene d'approvisionnement.<\/p>\n

 <\/p>\n

Commence 2025 en force<\/strong><\/h2>\n

 <\/p>\n

L'intelligence artificielle pour am\u00e9liorer l'efficacit\u00e9, un grand passage aux donn\u00e9es de premi\u00e8re partie en tant qu'alternative aux donn\u00e9es de troisi\u00e8me partie et l'optimisation de la cha\u00eene d'approvisionnement pour un monde plus vert sont les mots-cl\u00e9s pour l'avenir de l'industrie. Garde un \u0153il sur ces tendances pr\u00e9visibles pour continuer \u00e0 affiner ta strat\u00e9gie de mon\u00e9tisation des publicit\u00e9s et sois pr\u00eat \u00e0 relever tous les d\u00e9fis qui pourraient se pr\u00e9senter !<\/p>\n

Pr\u00eat \u00e0 bien commencer la nouvelle ann\u00e9e ? Entre en contact avec Refinery89 <\/a>, pour les meilleures solutions de mon\u00e9tisation publicitaire et am\u00e9liorer les r\u00e9sultats de ton site web en 2025.<\/p>","protected":false},"excerpt":{"rendered":"

With 2025 almost peeking through the horizon, we look ahead to the new year. As many of you know, the digital ecosystem is an ever-changing sea and the way to set sail in this business is to embrace those waves of change. So, what can we expect in the future? We\u2019re no fortune tellers, but […]<\/p>\n","protected":false},"author":19,"featured_media":12365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,131,22,1,12,20],"tags":[71,24,93],"class_list":["post-12363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-trends"],"yoast_head":"\nProgrammatic Advertising trends to look forward to in 2025 | Refinery89<\/title>\n<meta name=\"description\" content=\"Refinery89's CSO, Robin de Wit, shares some of the programmatic advertising trends you should look forward to in 2025.\" \/>\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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