{"id":14396,"date":"2025-08-26T10:28:26","date_gmt":"2025-08-26T08:28:26","guid":{"rendered":"https:\/\/refinery89.com\/?p=14396"},"modified":"2025-08-26T12:08:44","modified_gmt":"2025-08-26T10:08:44","slug":"signaux-dalerte-adtech","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/adtech-red-flags\/","title":{"rendered":"Drapeaux rouges de l\u2019AdTech : 4 fausses promesses que les \u00e9diteurs doivent \u00e9viter"},"content":{"rendered":"<p>Si tu g\u00e8res un site web avec un trafic d\u00e9cent, tu connais d\u00e9j\u00e0 la chanson : ta bo\u00eete mail se remplit chaque jour de messages de pr\u00e9tendus \u201cpartenaires\u201d qui affirment pouvoir doubler (voire tripler !) tes revenus du jour au lendemain. Certains sont bien intentionn\u00e9s. D\u2019autres, pas vraiment. Le vrai d\u00e9fi, c\u2019est de savoir \u00e0 qui faire confiance et comment \u00e9viter ceux qui te feront perdre du temps ou de l\u2019argent.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jaimevazquezrossell\/\" target=\"_blank\" rel=\"noopener\">Jaime V\u00e1zquez<\/a>, notre d\u00e9vou\u00e9 Directeur des Ventes Internes pour les Publishers, prend le clavier aujourd\u2019hui pour partager les 4 principaux signaux d\u2019alerte \u00e0 ne pas ignorer lorsque tu <a href=\"https:\/\/refinery89.com\/fr\/aspect-cle-partenaire-monetizacion-de-anuncios\/\" target=\"_blank\" rel=\"noopener\">cherches un partenaire AdTech.<\/a><\/p>\n<p>Voyons ce qu\u2019il a \u00e0 nous r\u00e9v\u00e9ler, en commen\u00e7ant par la promesse vide la plus courante que tu peux croiser.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cNous vous garantissons une augmentation de X % de vos revenus\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u00ab Salut ! J\u2019ai vu ton site et je pense que tu pourrais gagner 40 % de revenus pub en plus. \u00bb \u00c7a te dit quelque chose ?<\/p>\n<p>Celle-ci est la classique, et la pire de toutes les promesses. Personne et quand on dit personne, c\u2019est vraiment personne ne peut te garantir une augmentation de X % de tes revenus sans conna\u00eetre les m\u00e9triques de ton site.<\/p>\n<p>Bien s\u00fbr, il y a des exceptions. Si tu n\u2019utilises pas encore un <a href=\"https:\/\/refinery89.com\/fr\/high-value-ad-formats-for-publishers\/\" target=\"_blank\" rel=\"noopener\">format publicitaire \u00e0 forte valeur<\/a> ajout\u00e9e, comme un Push-Up ou un Interstitial, l\u2019ajouter \u00e0 ta strat\u00e9gie pourrait rapidement t\u2019apporter une hausse de 30 \u00e0 40 % (voire plus !). Mais sans rien de nouveau et sans examiner tes donn\u00e9es r\u00e9elles, ce n\u2019est que pure sp\u00e9culation.<\/p>\n<p>Chaque site est unique. Les revenus peuvent \u00eatre influenc\u00e9s par de nombreux facteurs, tels que :<\/p>\n<ul>\n<li><strong>La visibilit\u00e9<\/strong>: Plus la visibilit\u00e9 est \u00e9lev\u00e9e, meilleurs sont les r\u00e9sultats.<\/li>\n<li><strong>Temps pass\u00e9 sur le site<\/strong>: Des sessions plus longues signifient g\u00e9n\u00e9ralement une meilleure mon\u00e9tisation.<\/li>\n<li><strong>Origine du trafic<\/strong>: Le pays et la source (recherche, r\u00e9seaux sociaux, acc\u00e8s direct, etc.) comptent tous les deux.<\/li>\n<li><strong>Densit\u00e9 des publicit\u00e9s<\/strong>: Plus de publicit\u00e9s peuvent signifier plus de revenus, non ? Mais si tu en abuses, tu finiras par nuire \u00e0 l\u2019exp\u00e9rience utilisateur.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Si quelqu\u2019un te promet une hausse pr\u00e9cise sans d\u2019abord examiner tes m\u00e9triques ou sans proposer d\u2019ajouter un nouveau format, c\u2019est un signal d\u2019alarme.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cNous avons une campagne directe de la marque X\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Quand tu vois dans ta bo\u00eete mail quelque chose comme \u201cOn vient d\u2019obtenir une campagne de (nom de la marque) et ton site serait parfait pour \u00e7a. Il suffit d\u2019ajouter cette balise sur ton site\u2026\u201d, il est temps de t\u2019arr\u00eater et d\u2019y r\u00e9fl\u00e9chir \u00e0 deux fois.<\/p>\n<p>Les deals directs sont le r\u00eave de tout \u00e9diteur gr\u00e2ce au CPM <a href=\"https:\/\/refinery89.com\/fr\/all-about-cost-per-mille-cpm\/\" target=\"_blank\" rel=\"noopener\">CPM (co\u00fbt pour mille)<\/a> attractif qu\u2019ils offrent. C\u2019est pour \u00e7a que ce discours fonctionne, et justement pour \u00e7a qu\u2019il faut faire attention.<\/p>\n<p>Si une marque est r\u00e9ellement int\u00e9ress\u00e9e par ton site, l\u2019approche professionnelle consiste \u00e0 signer un <a href=\"https:\/\/support.google.com\/displayvideo\/answer\/2696705?hl=en\" target=\"_blank\" rel=\"noopener\">IO (Insertion Order)<\/a> pour un nombre pr\u00e9cis d\u2019impressions \u00e0 un CPM convenu. Id\u00e9alement, la campagne doit \u00eatre diffus\u00e9e via ton propre ad server, et non par une balise externe que tu ne peux pas contr\u00f4ler. Et n\u2019oublie pas de d\u00e9finir la dur\u00e9e de la campagne ! Si leur campagne se termine dans deux semaines, avec quoi rempliront-ils l\u2019espace ensuite ?<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cTu peux gagner un CPM de X avec toute cette campagne.\u201d<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Pour faire suite \u00e0 notre point pr\u00e9c\u00e9dent, tout n\u2019est pas compl\u00e8tement faux. Certaines entreprises ont effectivement de fortes campagnes directes, mais la r\u00e9alit\u00e9 est que la plupart des inventaires sont remplis de mani\u00e8re programmatique. Dans ces cas-l\u00e0, il vaut mieux parler de <a href=\"https:\/\/refinery89.com\/fr\/cpm-vs-rpm\/\" target=\"_blank\" rel=\"noopener\">RPM (revenus pour mille pages vues) plut\u00f4t que de CPM.<\/a><\/p>\n<p>Pourquoi ? Parce qu\u2019un CPM \u00e9lev\u00e9 avec un faible taux de remplissage va mettre ton RPM K.O.<\/p>\n<p>Par exemple : si tu diffuses une campagne sur ton site \u00e0 un CPM de 1 \u20ac et qu\u2019elle n\u2019obtient qu\u2019un taux de remplissage de 10 %, tu finiras avec un RPM de 0,10 \u20ac pour cette campagne directe. A\u00efe.<\/p>\n<p>Ce qui semblait \u00eatre une super offre peut en r\u00e9alit\u00e9 te faire perdre des revenus.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>\u201cNous travaillons avec (nom d\u2019un grand site web)\u201d \u2013 Spoiler : c\u2019est faux.<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>C\u2019est une pratique courante chez les nouveaux venus sur un march\u00e9 qui cherchent \u00e0 gagner rapidement en cr\u00e9dibilit\u00e9. Ils mentionnent de grands \u00e9diteurs avec lesquels ils pr\u00e9tendent \u201ctravailler\u201d, alors qu\u2019en r\u00e9alit\u00e9 ce n\u2019est pas vrai.<\/p>\n<p>L\u2019id\u00e9al est de v\u00e9rifier cela via les <a href=\"https:\/\/refinery89.com\/fr\/importance-of-ads-txt\/\" target=\"_blank\" rel=\"noopener\">fichiers ads.txt<\/a>, en tapant \/ads.txt juste apr\u00e8s l\u2019URL du site web. Le probl\u00e8me, c\u2019est que tous les \u00e9diteurs ne les maintiennent pas propres et \u00e0 jour, donc ce n\u2019est pas toujours totalement fiable. Malgr\u00e9 tout, une v\u00e9rification rapide peut t\u2019\u00e9viter d\u2019\u00eatre induit en erreur.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Ce que les \u00e9diteurs devraient faire avant de croire \u00e0 une promesse<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>\u00c9vite de perdre ton temps et tes ressources avec des promesses creuses en gardant ces bonnes pratiques \u00e0 l\u2019esprit :<\/p>\n<ul>\n<li><strong>Demande des preuves et des r\u00e9f\u00e9rences : <\/strong>Les vrais partenaires seront ravis de partager des \u00e9tudes de cas, des r\u00e9f\u00e9rences et des donn\u00e9es v\u00e9rifiables.<\/li>\n<li><strong>Teste avec tes propres chiffres :<\/strong> Ne fais pas confiance aux pourcentages d\u2019augmentation invent\u00e9s. Mesure l\u2019impact r\u00e9el sur ton inventaire.<\/li>\n<li><strong>Donne la priorit\u00e9 au RPM plut\u00f4t qu\u2019au CPM : <\/strong><a href=\"https:\/\/refinery89.com\/fr\/ad-fill-rate-for-publishers\/\" target=\"_blank\" rel=\"noopener\">Taux de remplissage<\/a>, <a href=\"https:\/\/refinery89.com\/fr\/viewability-for-publishers\/\" target=\"_blank\" rel=\"noopener\">visibilit\u00e9<\/a>et la demande r\u00e9elle comptent plus que le CPM mis en avant.<\/li>\n<li><strong>V\u00e9rifie le fichier ads.txt et les int\u00e9grations :<\/strong> M\u00eame si ce n\u2019est pas toujours parfait, c\u2019est une premi\u00e8re v\u00e9rification utile pour confirmer les d\u00e9clarations d\u2019un partenaire.<\/li>\n<li><strong>Commence petit :<\/strong> Fais des tests courts avec la technologie de ton partenaire avant de t\u2019engager dans des contrats \u00e0 long terme.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Forger un vrai partenariat AdTech, ce n\u2019est pas une mission impossible<\/strong><\/h2>\n<p>&nbsp;<\/p>\n<p>Toutes les entreprises AdTech ne sont pas mauvaises. Certaines des bonnes r\u00e9gies publicitaires utilisent aussi le m\u00eame vocabulaire : uplift, revenus, configuration facile\u2026 car c\u2019est ce que les \u00e9diteurs s\u2019attendent \u00e0 entendre. La diff\u00e9rence se joue dans le suivi et la capacit\u00e9 \u00e0 tenir ces promesses. Toi, en tant qu\u2019\u00e9diteur, tu devrais te concentrer sur des partenaires capables de prouver leur valeur avec des donn\u00e9es, de fournir des r\u00e9sultats constants et d\u2019investir dans une relation \u00e0 long terme plut\u00f4t que dans des gains rapides.<\/p>\n<p>La transparence dans l\u2019AdTech n\u2019est pas n\u00e9gociable, et c\u2019est pourquoi nos Refiners vont droit au but pour garantir la meilleure strat\u00e9gie afin de faire cro\u00eetre ton site. <a href=\"https:\/\/refinery89.com\/fr\/contactez-nous-refinery89\/\" target=\"_blank\" rel=\"noopener\">D\u00e9couvre ici notre mission, nos solutions et nos services personnalis\u00e9s pour maximiser la mon\u00e9tisation de tes publicit\u00e9s.<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If you are running a website with any decent traffic, you already know the drill: your inbox fills up every day with messages from potential \u201cpartners\u201d who claim they can double (or even triple!) your revenue overnight. Some are well-meaning. Some are not. The challenge is knowing which one to trust and how to avoid [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":14397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,22,12,20],"tags":[71,24,72],"class_list":["post-14396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-news","category-news","category-publishers","category-refinery-academy","tag-ad-tech","tag-programmatic-advertising","tag-publishers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AdTech Red Flags: 4 False Promises Publishers Must Avoid | R89<\/title>\n<meta name=\"description\" content=\"Jaime Vazquez, our Publisher Inside Sales Director, steps in to reveal 4 AdTech red flags publishers should watch out for.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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