{"id":12518,"date":"2025-01-14T10:42:54","date_gmt":"2025-01-14T09:42:54","guid":{"rendered":"https:\/\/refinery89.com\/?p=12518"},"modified":"2025-04-23T11:09:05","modified_gmt":"2025-04-23T09:09:05","slug":"saisonnalite-du-cpm","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/cpm-seasonality\/","title":{"rendered":"Pourquoi ton RPM est-il plus bas ? Comprends la saisonnalit\u00e9 du CPM"},"content":{"rendered":"<p>Les saisons changent, et le <a href=\"https:\/\/refinery89.com\/fr\/all-about-cost-per-mille-cpm\/\" target=\"_blank\" rel=\"noopener\">CPM aussi<\/a>. Si tu lis \u00e7a, c\u2019est s\u00fbrement parce que le CPM de ton site a baiss\u00e9. Mais avant de paniquer, respire un coup et dis-toi que c\u2019est tout \u00e0 fait normal, surtout en janvier. On va te parler d\u2019un truc qui s\u2019appelle la saisonnalit\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>C\u2019est quoi la saisonnalit\u00e9 du CPM ? Qu\u2019est-ce qui influence le CPM ?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>R\u00e9capitulatif rapide. CPM, ou Cost per Mille, est le montant que les annonceurs te paieront pour une unit\u00e9 publicitaire pour mille impressions. C\u2019est une des m\u00e9triques que chaque Publisher devrait conna\u00eetre par c\u0153ur, car elle aide \u00e0 comprendre la valeur de ton inventaire publicitaire. <strong>C\u2019est une des m\u00e9triques que chaque Publisher devrait conna\u00eetre par c\u0153ur, car elle aide \u00e0 comprendre la valeur de ton inventaire publicitaire. <\/strong>Si tu veux aller encore plus loin avec ces m\u00e9triques, <a href=\"https:\/\/refinery89.com\/fr\/cpm-vs-rpm\/\" target=\"_blank\" rel=\"noopener\">d\u00e9couvre les diff\u00e9rences entre le CPM et le RPM dans cet article.\u00a0<\/a><\/p>\n<p>Le CPM est d\u00e9termin\u00e9 par une \u201cench\u00e8re \u00e0 prix second\u201d, c\u2019est-\u00e0-dire le deuxi\u00e8me prix le plus \u00e9lev\u00e9 + 0,01. Cela signifie que le volume des annonceurs cherchant \u00e0 acheter de l\u2019espace publicitaire affecte grandement le CPM. Plus il y a d\u2019annonceurs essayant d\u2019acheter de l\u2019inventaire publicitaire, plus le CPM sera \u00e9lev\u00e9. C\u2019est pourquoi pendant les saisons o\u00f9 la demande est plus faible, les CPM ont tendance \u00e0 baisser, tandis qu\u2019ils explosent lorsque la demande augmente (par exemple, pendant No\u00ebl).<\/p>\n<p>Il y a beaucoup de choses (crois-nous, beaucoup) qui peuvent affecter ton CPM. Le prix du CPM est d\u00e9termin\u00e9 par de nombreux facteurs que tu peux contr\u00f4ler, comme la qualit\u00e9 de ton site web, et d'autres sur lesquels tu as moins de contr\u00f4le, comme la quantit\u00e9 de concurrence pour l\u2019espace publicitaire \u00e0 un moment donn\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Mod\u00e8les de saisonnalit\u00e9 du CPM<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>La saisonnalit\u00e9 peut avoir un gros impact sur ton RPM. Malheureusement, c\u2019est hors de contr\u00f4le, et tout ce que tu peux faire pour compenser, c\u2019est garder ton site bien optimis\u00e9, faire attention \u00e0 tes floor prices pour maintenir un bon taux de remplissage m\u00eame quand les CPM baissent, et publier du super contenu pour continuer \u00e0 faire venir du trafic ! Voici quelques tendances saisonni\u00e8res \u00e0 surveiller pour ajuster ta strat\u00e9gie :<\/p>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-12520 size-large\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-1024x642.png\" alt=\"CPM SEASONALITY PATTERNS\" width=\"800\" height=\"502\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-1024x642.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-300x188.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-768x482.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-1536x963.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern-18x12.png 18w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/01\/Blog-Img_Seasonality-Pattern.png 1765w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Q1<\/strong><\/h3>\n<p>Tu as appr\u00e9ci\u00e9 le CPM \u00e9lev\u00e9 du dernier Q4 ? D\u00e9sol\u00e9 de te l\u2019annoncer, mais le CPM a tendance \u00e0 baisser au d\u00e9but de l\u2019ann\u00e9e apr\u00e8s les vacances. Ce ph\u00e9nom\u00e8ne est connu sous le nom de \u00ab Blues de janvier \u00bb. Les gens sont \u00e0 court d\u2019argent apr\u00e8s toutes les d\u00e9penses du Black Friday et de No\u00ebl. Les annonceurs investissent moins et se concentrent sur la planification de leurs campagnes pour l\u2019ann\u00e9e. C\u2019est tout \u00e0 fait normal que cela se produise durant les premiers mois, donc pas besoin de paniquer. Des moments plus lumineux viendront plus tard dans l\u2019ann\u00e9e ! Il suffit de garder les moteurs de ton site web en marche !<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3><strong>Q2<\/strong><\/h3>\n<p>Les choses commencent \u00e0 s'am\u00e9liorer pour les Publishers ! Au deuxi\u00e8me trimestre de l\u2019ann\u00e9e, tu pourrais voir une l\u00e9g\u00e8re am\u00e9lioration de tes prix CPM par rapport au premier trimestre. Des f\u00eates comme la f\u00eate des m\u00e8res (en Europe et aux \u00c9tats-Unis) et P\u00e2ques offrent de super opportunit\u00e9s pour les annonceurs. Continue \u00e0 ajuster ta strat\u00e9gie publicitaire afin de ne pas manquer de revenus potentiels !<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Q3<\/strong><\/h3>\n<p>Tu pourrais voir une nouvelle baisse autour de juillet en raison du manque de concurrence publicitaire, bien que ce ne soit pas aussi grave que les Blues de janvier. L'\u00e9t\u00e9 est une bonne occasion pour les blogs de voyage. Beaucoup de gens recherchent des destinations, des h\u00f4tels et des vols. De plus, il y a des occasions sp\u00e9ciales pendant cette saison o\u00f9 les CPM ont tendance \u00e0 atteindre des sommets \u00e0 cause des \u00e9v\u00e9nements sportifs comme les <a href=\"https:\/\/olympics.com\/en\/\" target=\"_blank\" rel=\"noopener\">Jeux Olympiques<\/a> d'\u00e9t\u00e9 ou la <a href=\"https:\/\/www.fifa.com\/en\" target=\"_blank\" rel=\"noopener\">Coupe du Monde<\/a>. Profite de ces occasions !<\/p>\n<p>Le troisi\u00e8me trimestre est un moment tr\u00e8s pratique pour commencer \u00e0 se pr\u00e9parer pour la p\u00e9riode la plus importante de l'ann\u00e9e : le fameux Q4. Ne laisse pas \u00e7a te surprendre !<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h3><strong>Q4 <\/strong><\/h3>\n<p>Le Q4 est comme le Super Bowl pour un Publisher. C\u2019est le moment id\u00e9al pour marquer une grande VICTOIRE. Cette saison est remplie des plus grands jours de shopping de l'ann\u00e9e : Black Friday, Cyber Monday, No\u00ebl, Single's Day\u2026 tu connais la liste. La demande \u00e9norme pour les espaces publicitaires premium fait grimper en fl\u00e8che le CPM. Les annonceurs \u00e9puisent leur budget pour le dernier trimestre de l'ann\u00e9e, et ils se battent pour placer leurs publicit\u00e9s devant le public parfait. Le Q4 est ton moment de briller en tant que Publisher, alors <a href=\"https:\/\/refinery89.com\/fr\/importance-of-ads-txt\/\" target=\"_blank\" rel=\"noopener\">mets \u00e0 jour tes fichiers ads.txt<\/a>, publie des contenus engageants, utilise des <a href=\"https:\/\/refinery89.com\/fr\/high-value-ad-formats-for-publishers\/\" target=\"_blank\" rel=\"noopener\">formats publicitaires \u00e0 forte valeur ajout\u00e9e<\/a>, et profite de la mont\u00e9e des revenus publicitaires.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Que peux-tu faire pour affronter la saisonnalit\u00e9 du CPM comme un champion ?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Lorsque les tendances saisonni\u00e8res frappent, tu peux anticiper les changements et ajuster ta strat\u00e9gie publicitaire en fonction de tes besoins. Le CPM d\u00e9pend de nombreux facteurs, tels que la demande d\u2019espace publicitaire et la concurrence. Tout ce que tu peux faire, c\u2019est de te concentrer sur ce que tu peux contr\u00f4ler : ton site web. Continue \u00e0 peaufiner ton site et ta strat\u00e9gie de mon\u00e9tisation publicitaire pour t\u2019assurer que tu obtiens les meilleurs r\u00e9sultats possibles \u00e0 tout moment.<\/p>\n<p>Quelques actions que tu peux entreprendre pour pr\u00e9parer ton site \u00e0 briller incluent la mise \u00e0 jour de ton fichier ads.txt, la cr\u00e9ation de contenus s\u00fbrs pour les marques, l\u2019utilisation de formats publicitaires de haute qualit\u00e9 bien plac\u00e9s et avoir un partenaire AdTech de premier ordre qui te soutient ! N\u2019aie pas peur de demander de l\u2019aide si tu en as besoin ! <a href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\">Contacte-nous chez Refinery89 et nous t\u2019aiderons \u00e0 tirer le meilleur parti de la situation tout au long de l\u2019ann\u00e9e ! <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Seasons change and so do CPM. If you are reading this, it\u2019s probably because you saw your website\u2019s RPM dip, but before you jump from your seat, take a deep breath and acknowledge that this is completely normal. Especially in January. Let us tell you about a little thing called: Seasonality. &nbsp; What is CPM [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":13558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,1,12,20],"tags":[26,37,24,72,34,143],"class_list":["post-12518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-no-category","category-publishers","category-refinery-academy","tag-ad-monetization","tag-cpm","tag-programmatic-advertising","tag-publishers","tag-refinery-academy","tag-seasonality"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why is your RPM lower? 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Comprends la saisonnalit\u00e9 du CPM - Refinery89","description":"Comprends la saisonnalit\u00e9 du CPM et pourquoi il fluctue autant tout au long de l'ann\u00e9e en raison des tendances saisonni\u00e8res et de la demande.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/refinery89.com\/fr\/saisonnalite-du-cpm\/","og_locale":"fr_FR","og_type":"article","og_title":"Why is your RPM lower? 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