{"id":12708,"date":"2025-01-21T10:40:11","date_gmt":"2025-01-21T09:40:11","guid":{"rendered":"https:\/\/refinery89.com\/?p=12708"},"modified":"2026-03-25T09:51:37","modified_gmt":"2026-03-25T08:51:37","slug":"difference-entre-le-header-bidding-et-la-mediation-publicitaire","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/difference-between-header-bidding-and-ad-mediation\/","title":{"rendered":"Header Bidding vs. M\u00e9diation publicitaire : Comment vendre l'espace publicitaire de votre application ?"},"content":{"rendered":"

Mon\u00e9tiser votre application est un jeu d'enfant et nous sommes l\u00e0 pour le prouver. Publicit\u00e9 dans l'application<\/a> est une option plut\u00f4t int\u00e9ressante qui fait beaucoup parler d'elle parmi les \u00e9diteurs. La fa\u00e7on de proc\u00e9der est par le biais de publicit\u00e9 programmatique<\/a> m\u00e9thodes. Cela peut sembler compliqu\u00e9 \u00e0 mort dit ainsi, mais il n'est pas oblig\u00e9 d'en \u00eatre ainsi (surtout quand il y a des partenaires AdTech comme nous chez Refinery89<\/a> t'\u00e9pauler clin d'\u0153il, clin d'\u0153il<\/em>).<\/p>\n

Lisez-le vous-m\u00eame ! Dans cet article, nous allons comparer deux technologies pour vendre de l'espace publicitaire dans votre application afin que vous puissiez choisir votre meilleur combattant. Plongeons dans les diff\u00e9rences entre le Header Bidding et l'Ad Mediation !<\/p>\n

 <\/p>\n

Qu'est-ce que le Header Bidding ?<\/strong><\/h2>\n

Ench\u00e8res en t\u00eate<\/a> un syst\u00e8me d'ench\u00e8res favori dans la publicit\u00e9 programmatique pour vendre l'inventaire publicitaire d'un \u00e9diteur. Il se compose d'un processus d'ench\u00e8res en temps r\u00e9el (RTB) o\u00f9 divers acheteurs se disputent simultan\u00e9ment l'espace publicitaire disponible. L'annonceur gagnant, qui a propos\u00e9 l'ench\u00e8re la plus \u00e9lev\u00e9e, voit sa publicit\u00e9 s'afficher sur le site Web ou l'application de l'\u00e9diteur.<\/p>\n

 <\/p>\n

Comment fonctionne le Header Bidding dans la publicit\u00e9 in-app ?<\/strong><\/h2>\n

La magie commence dans la fraction de seconde qui suit votre connexion \u00e0 une application. Lorsque vous entrez dans l'application, le serveur publicitaire de l'\u00e9diteur fait une requ\u00eate \u00e0 une SSP. Une fois la requ\u00eate publicitaire effectu\u00e9e, les r\u00e9seaux publicitaires ench\u00e9rissent en m\u00eame temps pour l'espace publicitaire. Le r\u00e9seau qui fait l'offre la plus \u00e9lev\u00e9e est d\u00e9clar\u00e9 le champion ultime et obtient l'affichage de la publicit\u00e9 sur le site Web ou l'application de l'\u00e9diteur.<\/p>\n

 <\/p>\n

Qu'est-ce que la m\u00e9diation publicitaire ?<\/strong><\/h2>\n

M\u00e9diation de publicit\u00e9<\/a> est une solution flexible pour vendre des inventaires publicitaires qui donne aux \u00e9diteurs plus de contr\u00f4le sur les acheteurs auxquels ils vendent leur espace publicitaire. Elle permet de g\u00e9rer plusieurs r\u00e9seaux publicitaires via une seule plateforme de m\u00e9diation publicitaire, un outil qui aide les d\u00e9veloppeurs d'applications \u00e0 g\u00e9rer diff\u00e9rents r\u00e9seaux publicitaires en un seul endroit. Comme avec le header bidding, l'inventaire disponible est soumis \u00e0 une ench\u00e8re, mais dans ce cas, les r\u00e9seaux publicitaires sont prioris\u00e9s en fonction des donn\u00e9es de performance pass\u00e9es et ils participent un par un au processus d'ench\u00e8re au lieu de le faire simultan\u00e9ment.<\/p>\n


\nComment fonctionne la m\u00e9diation publicitaire dans la publicit\u00e9 int\u00e9gr\u00e9e aux applications ?<\/strong><\/h2>\n

Lorsqu'un utilisateur ouvre une application, la plateforme de m\u00e9diation publicitaire envoie une demande aux r\u00e9seaux publicitaires. Les r\u00e9seaux concurrents sont class\u00e9s en fonction de leurs performances (meilleur eCPM, meilleur taux de remplissage, pertinence, etc.) et le premier de la liste est celui qui a la chance de concourir pour l'espace publicitaire en premier. S'il ne r\u00e9pond pas \u00e0 la demande, il passe au suivant et ainsi de suite jusqu'\u00e0 ce que la demande de publicit\u00e9 soit satisfaite, en suivant le mod\u00e8le Waterfall.<\/p>\n

 <\/p>\n


\nQuelle est la diff\u00e9rence entre le header bidding et la m\u00e9diation publicitaire ?<\/strong><\/h2>\n

 <\/p>\n

\"Diff\u00e9rences<\/strong><\/p>\n

Recettes<\/h3>\n

La vente d'annonces via le header bidding entra\u00eene un meilleur rendement car les r\u00e9seaux publicitaires sont en concurrence en m\u00eame temps et celui qui offre le plus CPM aussi<\/a> gagne l'ench\u00e8re. La m\u00e9diation, en revanche, attribue l'espace publicitaire au premier r\u00e9seau publicitaire de la file s\u00e9quentielle qui atteint le prix plancher. Ce n'est peut-\u00eatre pas id\u00e9al car vous pourriez passer \u00e0 c\u00f4t\u00e9 de l'offre la plus \u00e9lev\u00e9e.<\/p>\n


\nCalendrier<\/strong><\/h3>\n

Le header bidding est un processus d'ench\u00e8res en temps r\u00e9el o\u00f9 les r\u00e9seaux publicitaires se font concurrence en m\u00eame temps pour l'espace publicitaire, tandis qu'en m\u00e9diation, les ench\u00e8res se font s\u00e9quentiellement. Avec le header bidding, les annonces se chargent plus rapidement, ce qui augmente visibilit\u00e9<\/a>. De plus, les solutions avanc\u00e9es de header bidding, telles que le bidding c\u00f4t\u00e9 serveur ou les solutions bas\u00e9es sur des SDK in-app, r\u00e9duisent la latence par rapport \u00e0 l'ancien mod\u00e8le en cascade, am\u00e9liorant ainsi l'exp\u00e9rience utilisateur et les performances globales.<\/p>\n


\nEx\u00e9cution de la demande<\/strong><\/h3>\n

Si vous avez pr\u00eat\u00e9 attention, vous remarquerez que le Header Bidding peut g\u00e9n\u00e9rer de meilleurs taux de remplissage puisqu'il permet \u00e0 diverses sources de demande de concourir simultan\u00e9ment. La m\u00e9diation ne permet aux r\u00e9seaux publicitaires de participer au processus d'ench\u00e8res qu'un par un, en suivant un mod\u00e8le de cascade s\u00e9quentiel, ce qui peut entra\u00eener une latence plus \u00e9lev\u00e9e.<\/p>\n


\nImpl\u00e9mentation<\/strong><\/h3>\n

Ad Mediations n\u00e9cessite un kit de d\u00e9veloppement logiciel (SDK) unique pour g\u00e9rer plusieurs r\u00e9seaux publicitaires. Le header bidding n\u00e9cessite une configuration plus sophistiqu\u00e9e car il faut se connecter \u00e0 plusieurs sources de demande tout en g\u00e9rant des aspects tels que l'efficacit\u00e9 des ench\u00e8res en temps r\u00e9el, les serveurs publicitaires et la r\u00e9solution des probl\u00e8mes qui pourraient survenir, comme la latence ou les probl\u00e8mes de confidentialit\u00e9.<\/p>\n

Mais qui dit que cela doit \u00eatre le cas pour vous ? Compter sur un partenaire AdTech fiable peut vous \u00e9pargner tous ces processus. Vous pouvez m\u00eame utiliser notre technologie si vous le souhaitez ! Nous nous occuperons de toutes les choses folles pour vous afin que vous puissiez vous concentrer sur des choses plus importantes !<\/p>\n

 <\/p>\n

Choisissez la meilleure solution pour maximiser vos revenus publicitaires<\/strong><\/h2>\n

 <\/p>\n

Ces derni\u00e8res ann\u00e9es, le header bidding est devenu une option privil\u00e9gi\u00e9e par les \u00e9diteurs pour maximiser leurs revenus. Il permet d'obtenir la meilleure valeur pour leur inventaire publicitaire gr\u00e2ce aux ench\u00e8res en temps r\u00e9el. La concurrence accrue favorise des CPM plus \u00e9lev\u00e9s et, par cons\u00e9quent, des revenus plus importants.<\/p>\n

Le header bidding peut \u00eatre difficile \u00e0 mettre en \u0153uvre soi-m\u00eame (surtout en in-app), mais cela ne devrait pas vous emp\u00eacher de viser des revenus publicitaires \u00e9lev\u00e9s ! C'est pour cela que nous sommes l\u00e0 !<\/p>\n

 <\/p>\n

Besoin d'un coup de main ?<\/strong><\/h3>\n

\u00a0<\/strong><\/p>\n

Chez Refinery89, nous nous en chargeons comme des pros pour vous. En se connectant \u00e0 nos solutions<\/a>, vous aurez acc\u00e8s \u00e0 notre syst\u00e8me de Header Bidding ! Il vous donne acc\u00e8s \u00e0 plus de 25 sources de demande premium avec le meilleur CPM. Prebid, TAM d'Amazon et Open Bidding de Google.<\/p>\n

Envie d'essayer ? C'est enti\u00e8rement GRATUIT et nous serons \u00e0 vos c\u00f4t\u00e9s \u00e0 chaque \u00e9tape pour vous aider \u00e0 la configuration ! Contactez-nous pour commencer !<\/a><\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Monetizing your App is easy as pie and we\u2019re here to prove it. In-App Advertising is a pretty cool option that is generating quite some buzz among Publishers. The way to do this is through programmatic advertising methods. It might sound complicated as heck put that way, but it doesn\u2019t have to be like that […]<\/p>\n","protected":false},"author":19,"featured_media":12711,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[26,134,24,34,135],"class_list":["post-12708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-monetization","tag-app-monetization","tag-programmatic-advertising","tag-refinery-academy","tag-sdk"],"yoast_head":"\nHeader Bidding vs Ad Mediation. 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