{"id":14279,"date":"2025-08-01T12:05:30","date_gmt":"2025-08-01T10:05:30","guid":{"rendered":"https:\/\/refinery89.com\/?p=14279"},"modified":"2025-09-02T13:41:29","modified_gmt":"2025-09-02T11:41:29","slug":"achat-de-medias-programmatique","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/what-is-programmatic-media-buying\/","title":{"rendered":"Qu'est-ce que l'achat programmatique de m\u00e9dias et comment cela fonctionne-t-il"},"content":{"rendered":"<p>Comment une publicit\u00e9 qui donne l'impression de lire dans vos pens\u00e9es appara\u00eet-elle exactement sur un site web ?<\/p>\n<p><strong>Achat m\u00e9dia, le processus d'achat d'espace publicitaire<\/strong>, a \u00e9volu\u00e9. Maintenant avec <a href=\"https:\/\/refinery89.com\/fr\/a-simple-guide-on-programmatic-advertising-for-publishers\/\">publicit\u00e9 programmatique<\/a>, la publicit\u00e9, les annonceurs peuvent rapidement atteindre le public cible de leur campagne publicitaire. Ceci est possible car le processus est automatis\u00e9. Il utilise \u00e9galement des donn\u00e9es en temps r\u00e9el pour un ciblage publicitaire tr\u00e8s pr\u00e9cis.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Qu'est-ce que l'achat programmatique de m\u00e9dias ?<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Dans le monde de <a href=\"https:\/\/advertising.amazon.com\/library\/guides\/what-is-digital-advertising\">publicit\u00e9 num\u00e9rique<\/a>,<strong> achat programmatique de m\u00e9dias<\/strong> fait r\u00e9f\u00e9rence au processus automatis\u00e9 d'achat d'inventaire publicitaire num\u00e9rique (espace publicitaire sur le site web d'un \u00e9diteur, par exemple) via une technologie sp\u00e9ciale. Le syst\u00e8me r\u00e9alise ce processus en quelques millisecondes. Il utilise des donn\u00e9es en temps r\u00e9el pour pr\u00e9senter la bonne publicit\u00e9 au bon public. Cela permet d'obtenir de meilleurs r\u00e9sultats.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Comment fonctionne l'achat programmatique de m\u00e9dias?<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Pour comprendre comment fonctionne l'achat programmatique de m\u00e9dias, nous devons examiner trois personnages essentiels \u00e0 cette histoire :<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plateformes c\u00f4t\u00e9 demande (DSP)<\/strong> <a href=\"https:\/\/refinery89.com\/fr\/quest-ce-quun-dsp\/\">Processeurs de signaux num\u00e9riques<\/a> sont des plateformes qui permettent aux annonceurs ou aux agences m\u00e9dias d'acheter des impressions publicitaires aupr\u00e8s des \u00e9diteurs de la mani\u00e8re la plus rentable possible, automatiquement.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Plateformes c\u00f4t\u00e9 offre (SSP) :<\/strong> <a href=\"https:\/\/refinery89.com\/fr\/quest-ce-quune-ssp\/\">SSP<\/a> Les plateformes AdTech sont con\u00e7ues pour simplifier le processus pour les \u00e9diteurs en les aidant \u00e0 g\u00e9rer et \u00e0 mon\u00e9tiser leur inventaire publicitaire. Elles se connectent \u00e0 plusieurs DSP pour vendre les impressions disponibles, dans le but d'obtenir le CPM le plus \u00e9lev\u00e9 possible.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Bourses d'\u00e9changes<\/strong> Un <a href=\"https:\/\/refinery89.com\/fr\/differences-entre-un-reseau-publicitaire-et-un-echange-publicitaire-expliquees\/\">\u00e9change publicitaire<\/a> est une autre plateforme technologique o\u00f9 les SSP proposent l'inventaire publicitaire des \u00e9diteurs aux DSP via des ench\u00e8res RTB. C'est comme une place de march\u00e9 qui facilite le processus de mise en correspondance de la demande des annonceurs avec l'espace publicitaire disponible aupr\u00e8s des \u00e9diteurs.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>En langage simple, l'achat m\u00e9dia programmatique fonctionne comme ceci : d'un c\u00f4t\u00e9, <strong>l'annonceur met en place sa campagne sur la DSP<\/strong> cela aidera \u00e0 acheter automatiquement l'espace publicitaire id\u00e9al pour cela. D'un autre c\u00f4t\u00e9, le <strong>les \u00e9diteurs utilisent une SSP pour g\u00e9rer leur inventaire publicitaire et le vendre en temps r\u00e9el.<\/strong><\/p>\n<p>Lorsqu'une personne visite un site Web ou ouvre une application, une requ\u00eate est envoy\u00e9e pour une publicit\u00e9. <strong>Le DSP et le SSP se connectent via la place de march\u00e9 publicitaire (Ad Exchange), o\u00f9 les annonceurs ench\u00e9rissent en temps r\u00e9el pour cet espace publicitaire. <\/strong>Le plus offrant gagne, et son annonce s'affiche instantan\u00e9ment pour l'utilisateur.<\/p>\n<p>Et BAM. Voil\u00e0.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Types d'achat programmatique de m\u00e9dias<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-14294 size-full\" src=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png\" alt=\"types d&#039;achat de m\u00e9dias programmatiques\" width=\"2154\" height=\"1256\" srcset=\"https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1.png 2154w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-300x175.png 300w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1024x597.png 1024w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-768x448.png 768w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-1536x896.png 1536w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-2048x1194.png 2048w, https:\/\/refinery89.com\/wp-content\/uploads\/2025\/08\/Post_Media-buying-1-1-1-18x10.png 18w\" sizes=\"(max-width: 2154px) 100vw, 2154px\" \/><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Il existe trois types d'achat de m\u00e9dias<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Ench\u00e8res en temps r\u00e9el (RTB)<\/strong><\/h3>\n<p><a href=\"https:\/\/advertising.amazon.com\/library\/guides\/real-time-bidding\">RTB<\/a> ou ench\u00e8re ouverte, est une m\u00e9thode de publicit\u00e9 programmatique d'achat et de vente d'inventaire publicitaire d'un \u00e9diteur dans une ench\u00e8re en temps r\u00e9el. Lorsqu'une personne ouvre un site Web ou une application, il envoie une demande automatique pour une publicit\u00e9. Les annonceurs ench\u00e9rissent ensuite en temps r\u00e9el, et le meilleur ench\u00e9risseur obtient que sa publicit\u00e9 soit affich\u00e9e.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>March\u00e9 Priv\u00e9 (PMP)<\/strong><\/h3>\n<p>Le PMP (Private MarketPlace) est un autre type d'achat m\u00e9dia programmatique qui utilise des ench\u00e8res en temps r\u00e9el pour acheter et vendre de l'inventaire publicitaire, mais contrairement au RTB (Real-Time Bidding), il n'est pas accessible \u00e0 tous les acheteurs. Un PMP est plus restreint et seul un groupe s\u00e9lectionn\u00e9 d'annonceurs peut participer aux ench\u00e8res. Ces plateformes PMP sont tr\u00e8s exclusives et l'inventaire publicitaire qui y est vendu provient d'\u00e9diteurs premium, ce qui g\u00e9n\u00e8re des r\u00e9sultats tr\u00e8s efficaces.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Direct programmatique<\/strong><\/h3>\n<p>C'est votre accord traditionnel par poign\u00e9e de main mais sous forme num\u00e9rique. L'\u00e9diteur n\u00e9gocie directement avec le publicitaire, et ils conviennent de vendre l'espace publicitaire \u00e0 un co\u00fbt fixe pour mille impressions (CPM).<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Le principal avantage de l'achat programmatique est l'automatisation des processus d'achat et de vente de publicit\u00e9, qui permet une meilleure efficacit\u00e9 et une optimisation des campagnes publicitaires gr\u00e2ce \u00e0 l'utilisation de donn\u00e9es et d'algorithmes.<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Avec l'achat programmatique de m\u00e9dias,<strong> les \u00e9diteurs et les annonceurs peuvent dire \u201c\u00a0au revoir\u00a0\u201d \u00e0 cette action manuelle d\u2019achat et de vente d\u2019inventaire publicitaire.<\/strong> Cela change compl\u00e8tement la publicit\u00e9 car cela permet de gagner du temps et des efforts. Cela rend \u00e9galement le processus plus transparent, fournit des informations pr\u00e9cieuses sur les donn\u00e9es, permet un ciblage publicitaire plus pr\u00e9cis et donne aux annonceurs et aux \u00e9diteurs plus de contr\u00f4le sur les publicit\u00e9s qui apparaissent o\u00f9.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>Facilitez votre vie et dynamisez vos r\u00e9sultats en passant \u00e0 la programmation !<\/strong><\/h2>\n<p><strong>\u00a0<\/strong><\/p>\n<p>L'achat programmatique de m\u00e9dias est une m\u00e9thode automatis\u00e9e, rentable et ax\u00e9e sur les donn\u00e9es pour acheter des espaces publicitaires avec un ciblage pr\u00e9cis. \u201c Il transforme la publicit\u00e9 en aidant les annonceurs \u00e0 tirer une plus grande valeur de leurs d\u00e9penses publicitaires. Il permet \u00e9galement aux \u00e9diteurs de g\u00e9n\u00e9rer de meilleurs revenus pour leurs espaces publicitaires sans \u00eatre bloqu\u00e9s dans de longues n\u00e9gociations.<\/p>\n<p>Chez Refinery89, nous cr\u00e9ons des solutions technologiques qui \u00e9l\u00e8vent l'ensemble du processus programmatique publicitaire pour offrir les meilleurs r\u00e9sultats \u00e0 nos clients. <a href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\">Contactez-nous pour tout savoir sur notre AdTech !<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How exactly does an ad that looks like it read your mind gets to pop up on a website? Media buying, the process of buying ad space, has evolved. Now with programmatic advertising, advertising, advertisers can quickly reach the right audience for their ad campaign. This is possible because the process is automated. It also [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14280,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,20],"tags":[71,256,24,72,34],"class_list":["post-14279","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-refinery-academy","tag-ad-tech","tag-ads","tag-programmatic-advertising","tag-publishers","tag-refinery-academy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is programmatic media buying and how it works | R89<\/title>\n<meta name=\"description\" content=\"Programmatic advertising is changing the game! 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