{"id":7469,"date":"2023-11-17T15:18:44","date_gmt":"2023-11-17T14:18:44","guid":{"rendered":"https:\/\/refinery89.com\/?p=7469"},"modified":"2024-11-19T17:15:50","modified_gmt":"2024-11-19T16:15:50","slug":"chargement-paresseux-dans-la-publicite-programmatique","status":"publish","type":"post","link":"https:\/\/refinery89.com\/fr\/lazy-loading-in-programmatic-advertising\/","title":{"rendered":"Le chargement diff\u00e9r\u00e9 dans la publicit\u00e9 programmatique : quand la paresse est une bonne chose"},"content":{"rendered":"

Les annonceurs et les \u00e9diteurs sont toujours \u00e0 la tra\u00eene \u00e0 la recherche de moyens innovants pour maximiser la mon\u00e9tisation et optimiser leurs strat\u00e9gies publicitaires, une technique qui a gagn\u00e9 du terrain est le chargement paresseux.<\/p>\n

Qu'est-ce que le chargement paresseux ?<\/h2>\n

Le chargement diff\u00e9r\u00e9 est une technique qui reporte le chargement des ressources non critiques au moment du chargement de la page. Au lieu de charger tous les actifs simultan\u00e9ment, il attend que la fen\u00eatre d'affichage du navigateur de l'utilisateur soit sur le point d'afficher un \u00e9l\u00e9ment avant de le charger. Dans le contexte de la publicit\u00e9 programmatique, cela signifie que des formats publicitaires sp\u00e9cifiques ne se chargeront que lorsqu'ils seront sur le point d'\u00eatre visibles par l'utilisateur.<\/p>\n

Pourquoi le chargement diff\u00e9r\u00e9 est-il important pour les \u00e9diteurs ?<\/h2>\n

Exp\u00e9rience utilisateur am\u00e9lior\u00e9e<\/h3>\n

Les sites web avec un contenu publicitaire lourd peuvent ralentir consid\u00e9rablement, entra\u00eenant une mauvaise exp\u00e9rience utilisateur. En employant le chargement diff\u00e9r\u00e9, les \u00e9diteurs peuvent s'assurer que le contenu du site se charge rapidement, maintenant ainsi l'engagement de l'utilisateur.<\/p>\n

Am\u00e9lioration des performances des pages<\/h3>\n

Cela peut am\u00e9liorer consid\u00e9rablement les scores de vitesse de page, un facteur essentiel non seulement pour l'exp\u00e9rience utilisateur, mais aussi pour le classement dans les moteurs de recherche.<\/p>\n

R\u00e9duction du taux de rebond<\/h3>\n

Des temps de chargement de page plus rapides signifient que les utilisateurs sont moins susceptibles de quitter le site web, r\u00e9duisant ainsi le taux de rebond.<\/p>\n

Utilisation efficace des ressources<\/h3>\n

En ne chargeant le contenu publicitaire que lorsqu'il peut \u00eatre efficace et rentable, on optimise l'utilisation des ressources du serveur et de la bande passante.<\/p>\n

Comment mettre en \u0153uvre le chargement diff\u00e9r\u00e9 ?<\/h2>\n

Les \u00e9diteurs impl\u00e9mentent le chargement diff\u00e9r\u00e9 \u00e0 l'aide de JavaScript. Il existe de nombreuses biblioth\u00e8ques disponibles qui peuvent aider \u00e0 cela, comme lozad.js<\/code> et lazysizes<\/code>. Le principe de base est de ne charger le contenu (dans ce cas, les publicit\u00e9s) que lorsqu'il entre dans le champ de vision du navigateur. Les sp\u00e9cificit\u00e9s peuvent varier en fonction de la biblioth\u00e8que utilis\u00e9e, mais la logique fondamentale reste coh\u00e9rente sur l'ensemble.<\/p>\n

Qu'en est-il de la mon\u00e9tisation de l'inventaire publicitaire ?<\/h2>\n

Pour les \u00e9diteurs, la mon\u00e9tisation est primordiale, et c'est l\u00e0 que r\u00e9side la v\u00e9ritable valeur du chargement diff\u00e9r\u00e9. Avec le chargement diff\u00e9r\u00e9 :<\/p>\n

    \n
  1. \n

    Vues d'annonces optimis\u00e9es : Comme les annonces sont charg\u00e9es lorsqu'elles sont sur le point d'appara\u00eetre, il y a une plus grande chance qu'elles soient vues. Cela peut am\u00e9liorer les scores de visibilit\u00e9, une m\u00e9trique cruciale dans la publicit\u00e9 programmatique.<\/p>\n<\/li>\n<\/ol>\n

      \n
    1. \n

      Diffusion publicitaire efficace : Les annonceurs veulent que leurs publicit\u00e9s soient affich\u00e9es. Cette technologie garantit que les utilisateurs voient les publicit\u00e9s et qu'elles ne sont pas gaspill\u00e9es si un utilisateur ne fait jamais d\u00e9filer la page jusqu'\u00e0 leur position.<\/p>\n<\/li>\n<\/ol>\n

        \n
      1. \n

        Engagement am\u00e9lior\u00e9 avec les formats publicitaires : Les utilisateurs sont plus susceptibles d'interagir avec eux. Cela peut entra\u00eener des taux de clics plus \u00e9lev\u00e9s et, par cons\u00e9quent, une meilleure mon\u00e9tisation.<\/p>\n<\/li>\n<\/ol>\n

          \n
        1. \n

          Utilisation optimale de l'inventaire publicitaire : un \u00e9diteur peut s'assurer que l'inventaire publicitaire est utilis\u00e9 de mani\u00e8re optimale. Cela permet de ne charger que les publicit\u00e9s ayant la plus forte probabilit\u00e9 de vues, assurant ainsi une utilisation efficace des espaces publicitaires disponibles.<\/p>\n<\/li>\n<\/ol>\n

          Le chargement diff\u00e9r\u00e9 est une pierre angulaire de la publicit\u00e9 programmatique. Pour les \u00e9diteurs qui cherchent \u00e0 optimiser leur inventaire publicitaire et \u00e0 maximiser leur mon\u00e9tisation, nous recommandons fortement de l'adopter ; c'est essentiel. En garantissant que les bonnes publicit\u00e9s se chargent au bon moment, les \u00e9diteurs peuvent offrir une exp\u00e9rience utilisateur transparente tout en assurant que leurs formats publicitaires sont efficacement mon\u00e9tis\u00e9s.<\/p>\n

          Contactez-nous<\/a> et laissons-nous mon\u00e9tiser vos publicit\u00e9s correctement !<\/p>","protected":false},"excerpt":{"rendered":"

          Advertisers and publishers are always on the run in search of innovative ways to maximize monetization and optimize their ad strategies, one technique that has gained traction is lazy loading. What is Lazy Loading? Lazy loading is a technique that defers the loading of non-critical resources at page load time. Instead of loading all assets […]<\/p>\n","protected":false},"author":12,"featured_media":7880,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[66,24,34,65],"class_list":["post-7469","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-refinery-academy","tag-lazy-loading","tag-programmatic-advertising","tag-refinery-academy","tag-seo"],"yoast_head":"\nLazy loading in programmatic advertising: when being lazy is good | Refinery89<\/title>\n<meta name=\"description\" content=\"Lazy loading is a technique that defers the loading of non-critical resources at page load time, it waits user's browser viewport to display.\" \/>\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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property=\"og:image\" content=\"https:\/\/refinery89.com\/wp-content\/uploads\/2023\/11\/BLOG-LAZY-LOADING.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Refinery\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@refinery89\" \/>\n<meta name=\"twitter:site\" content=\"@refinery89\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Refinery\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" 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