{"id":330107,"date":"2024-03-19T13:17:46","date_gmt":"2024-03-19T13:17:46","guid":{"rendered":"https:\/\/integralads.com\/?p=330107"},"modified":"2025-01-30T07:22:08","modified_gmt":"2025-01-30T07:22:08","slug":"ias-grand-jury-de-la-nuit-des-rois","status":"publish","type":"post","link":"https:\/\/integralads.com\/fr\/insider\/ias-grand-jury-de-la-nuit-des-rois\/","title":{"rendered":"IAS Grand Jury de La Nuit des Rois"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-le-grand-prix-du-marketing-digital\">Le Grand Prix du Marketing Digital<\/h2>\n\n\n\n<p>Cl\u00e9ment Bascoulergue, Country Manager d&#8217;IAS France aura l&#8217;immense honneur d&#8217;\u00eatre le jury de la 11 \u00e8me \u00e9dition de La Nuit des Rois qui aura lieu le 29 mai prochain. Il rejoindra les plus grandes marques du monde telles que : Accor, Aldi, Bel, BNP Paribas, Danone, Disneyland, Dyson, Deezer, L&#8217;Or\u00e9al, La Poste, Lanc\u00f4me, LVMH, Nespresso, Suez, Tinder <a href=\"https:\/\/lanuitdesrois.com\/nuitdesrois-jury.html\">et bien d&#8217;autres encore<\/a> ! Ils auront comme mission de r\u00e9compenser les dispositifs les plus innovants, performants et cr\u00e9atifs du secteur publicitaire et apporter un \u00e9clairage sur notre march\u00e9. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>L&#8217;occasion de faire le point sur les tendances du moment : <\/strong><br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>L&#8217;attention : le buzzword du moment<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Nouvel indicateur de mesure incontournable pour mesurer la performance des campagnes, l\u2019attention prendra une place de plus en plus pr\u00e9pond\u00e9rante avec la fin des cookies tiers. Les annonceurs devront naviguer entre les diff\u00e9rentes solutions qui existent sur le march\u00e9, IAS a pris le parti d\u2019unifier deux indicateurs cl\u00e9s gr\u00e2ce \u00e0 son partenariat avec Lumen :&nbsp; qualit\u00e9 m\u00e9dia et eye tracking.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>R\u00e9seaux sociaux : le cocktail explosif de 2024<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Un nombre record de scrutins vont avoir lieu en 2024, <a href=\"https:\/\/www.lexpress.fr\/monde\/russie-etats-unis-ces-elections-qui-vont-marquer-le-monde-en-2024-XMRRHL63MNDC3J5BX7KYZBXCUY\/\">c\u2019est plus de la moiti\u00e9 de la population mondiale<\/a> qui sera appel\u00e9e aux urnes. Les fake news seront le sujet de pr\u00e9occupation majeur des marques, un sujet redout\u00e9 et redoutable \u00e0 l\u2019\u00e8re de l\u2019IA g\u00e9n\u00e9rative. Paradoxe de taille, l\u2019Arcom a partag\u00e9 sa derni\u00e8re \u00e9tude <a href=\"https:\/\/www.larevuedudigital.com\/wp-content\/uploads\/2024\/01\/Evolution-du-marche-de-la-communication-et-impact-sur-le-financement-des-medias-par-la-publicite-Presentation.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;<em>Perspectives d\u2019\u00e9volution du march\u00e9 publicitaire fran\u00e7ais \u00e0 l\u2019horizon 2030<\/em><\/a>, la croissance du secteur est majoritairement capt\u00e9e par les acteurs du num\u00e9rique, plateformes sociales en t\u00eate. Il faut donc apprendre \u00e0 composer avec les GAFA afin d\u2019assurer la brand safety (s\u00e9curit\u00e9) et brand suitability (pertinence) des publicit\u00e9s diffus\u00e9es et pr\u00e9server ainsi son image de marque. C\u2019est pourquoi il est primordial que les GAFA collaborent avec des tiers mesureurs et la bonne nouvelle est que toutes les plateformes sociales ont accept\u00e9 de jouer la carte de la transparence et de collaborer avec IAS. Un petit pas pour le Marketeur un grand pas pour la Qualit\u00e9 M\u00e9dia.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Le programmatique&nbsp;: ce n&#8217;est pas (encore) automatique<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Le programmatique \u00e9volue et devient un levier strat\u00e9gique pour les marques. Il embrasse toutes les tendances du secteur : vid\u00e9o, mobile, retail media, intelligence artificielle, SPO\u2026 2024 sera plac\u00e9 sous le signe de l\u2019achat responsable que ce soit en termes de qualit\u00e9 m\u00e9dia mais \u00e9galement d\u2019\u00e9conomie publicitaire. Le programmatique sera la cl\u00e9 de vo\u00fbte de la performance publicitaire, en permettant aux annonceurs de r\u00e9duire leurs d\u00e9penses et mieux g\u00e9rer leur budget publicitaire.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le Grand Prix du Marketing Digital Cl\u00e9ment Bascoulergue, Country Manager d&#8217;IAS France aura l&#8217;immense honneur d&#8217;\u00eatre le jury de la 11 \u00e8me \u00e9dition de La Nuit des Rois qui aura lieu le 29 mai prochain. Il rejoindra les plus grandes&#8230;<\/p>\n","protected":false},"author":66,"featured_media":330110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[443,467,441],"tags":[],"class_list":["post-330107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analyses","category-efficacite-optimisation","category-programmatique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IAS Grand Jury de La Nuit des Rois - Integral Ad Science<\/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:\/\/integralads.com\/fr\/insider\/ias-grand-jury-de-la-nuit-des-rois\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS Grand Jury de La Nuit des Rois\" \/>\n<meta property=\"og:description\" content=\"Le Grand Prix du Marketing Digital Cl\u00e9ment Bascoulergue, Country Manager d&#8217;IAS France aura l&#8217;immense honneur d&#8217;\u00eatre le jury de la 11 \u00e8me \u00e9dition de La Nuit des Rois qui aura lieu le 29 mai prochain. 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