{"id":12689,"date":"2022-08-16T09:05:38","date_gmt":"2022-08-16T14:05:38","guid":{"rendered":"https:\/\/adcaffeine.ca\/blog\/2022\/08\/16\/how-does-programmatic-ad-buying-work\/"},"modified":"2025-10-02T07:24:53","modified_gmt":"2025-10-02T12:24:53","slug":"achat-programmatique-comment-ca-marche","status":"publish","type":"post","link":"https:\/\/adcaffeine.ca\/fr\/achat-programmatique-comment-ca-marche\/","title":{"rendered":"Achat programmatique : comment \u00e7a marche ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12689\" class=\"elementor elementor-12689 elementor-9136\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a2553b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a2553b0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ddbd13c\" data-id=\"ddbd13c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-98c4f7c elementor-widget elementor-widget-text-editor\" data-id=\"98c4f7c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>L\u2019achat programmatique de publicit\u00e9s, c\u2019est un peu comme acheter des actions \u00e0 la Bourse de Toronto \u2013 mais \u00e0 la vitesse de l\u2019\u00e9clair\u202f!<\/p><p>Lorsqu\u2019une personne souhaite acheter des actions, elle ne peut pas simplement se promener sur le parquet de la Bourse, lever la main et se faire remettre un tas d\u2019actions.<\/p><p>De m\u00eame, un propri\u00e9taire d\u2019entreprise ne peut pas sortir dans le \u00ab\u202fbullpen\u202f\u00bb et agiter des actions de sa soci\u00e9t\u00e9 pour les vendre.<\/p><p>Il en va de m\u00eame pour l\u2019achat programmatique de publicit\u00e9s. Il existe des points d\u2019acc\u00e8s aux places de march\u00e9 publicitaires appel\u00e9es SSP et DSP (nous y reviendrons dans un prochain article).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1f5f6d elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"f1f5f6d\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"768\" height=\"511\" src=\"https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City-768x511.webp\" class=\"attachment-medium_large size-medium_large wp-image-9143\" alt=\"\" srcset=\"https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City-768x511.webp 768w, https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City-300x200.webp 300w, https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City-1024x682.webp 1024w, https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City-1536x1022.webp 1536w, https:\/\/adcaffeine.ca\/wp-content\/uploads\/2022\/08\/Trading-floor-New-York-Stock-Exchange-City.webp 1600w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8882f5d elementor-widget elementor-widget-text-editor\" data-id=\"8882f5d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span lang=\"EN-US\">\u00a0<\/span><\/p><p>En reprenant l\u2019exemple de la Bourse, voici comment \u00e7a fonctionne\u202f:<br \/><br \/>Une entreprise d\u00e9cide de mettre \u00e0 disposition des espaces publicitaires sur son site web pour les ench\u00e9risseurs les plus offrants. Elle peut alors investir dans une SSP (<em>Supply Side Platform<\/em>), ou mieux encore, s\u2019associer \u00e0 une agence disposant d\u2019une SSP, qui agit comme un courtier pour s\u2019assurer que ses espaces publicitaires soient list\u00e9s sur les places de march\u00e9 disponibles sur Internet.<br \/><br \/>Un annonceur souhaitant acheter de l\u2019espace sur les meilleurs sites utilise une DSP (<em>Demand Side Platform<\/em>) pour ench\u00e9rir sur ces espaces. Les montants des ench\u00e8res sont pr\u00e9programm\u00e9s selon le public que l\u2019annonceur souhaite toucher, et les ench\u00e8res elles-m\u00eames se d\u00e9roulent en microsecondes\u202f!<br \/><br \/>Un point tr\u00e8s int\u00e9ressant\u202f: les ench\u00e8res programmatiques sont calcul\u00e9es par des algorithmes et l\u2019apprentissage automatique, qui d\u00e9terminent automatiquement les offres les plus efficaces pour toucher le public id\u00e9al.<br \/><br \/>Autrement dit, si un utilisateur qui clique sur un site est un client potentiel int\u00e9ressant pour un annonceur, en fonction de son historique de navigation, de son comportement et de son profil en ligne, l\u2019ench\u00e8re pour cet utilisateur sera plus \u00e9lev\u00e9e afin de capter son attention\u202f!<br \/><br \/>Surtout, tr\u00e8s peu de gens g\u00e8rent eux-m\u00eames leur portefeuille boursier, sauf s\u2019ils ont beaucoup d\u2019exp\u00e9rience, de temps et de connaissances. Ils font appel \u00e0 des conseillers financiers pour suivre les tendances, les informations du march\u00e9 et tous les \u00e9l\u00e9ments n\u00e9cessaires au succ\u00e8s.<br \/><br \/>Il en va de m\u00eame pour l\u2019achat et la vente programmatique de publicit\u00e9s. Les algorithmes, optimisations et r\u00e8gles \u00e9voluent constamment, et il faut une grande expertise pour rester \u00e0 jour.<br \/><br \/>C\u2019est l\u00e0 que nous intervenons\u202f: comme un conseiller financier pour vos investissements, nous mettons vos messages devant le bon public, au bon moment, tout en surveillant et en optimisant en continu pour maximiser vos r\u00e9sultats\u202f!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>L\u2019achat programmatique de publicit\u00e9s, c\u2019est un peu comme acheter des actions \u00e0 la Bourse de Toronto \u2013 mais \u00e0 la vitesse de l\u2019\u00e9clair\u202f! Lorsqu\u2019une personne souhaite acheter des actions, elle ne peut pas simplement se promener sur le parquet de la Bourse, lever la main et se faire remettre un tas d\u2019actions. De m\u00eame, un [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[254],"tags":[],"class_list":["post-12689","post","type-post","status-publish","format-standard","hentry","category-non-categorise"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Achat programmatique : comment \u00e7a marche ? - AdCaffeine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/adcaffeine.ca\/fr\/achat-programmatique-comment-ca-marche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Achat programmatique : comment \u00e7a marche ? - AdCaffeine\" \/>\n<meta property=\"og:description\" content=\"L\u2019achat programmatique de publicit\u00e9s, c\u2019est un peu comme acheter des actions \u00e0 la Bourse de Toronto \u2013 mais \u00e0 la vitesse de l\u2019\u00e9clair\u202f! 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