Introduction : Panorama du programmatique, comment ça · PDF file • constitution...
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• Introduction : Panorama du programmatique, comment ça marche ?
• Table ronde 1 : Le programmatique en 2019, quels sont les enjeux business pour les régies et les éditeurs ?
• Table ronde 2 : RGPD, ePrivacy : verrons-nous la fin du programmatique en 2019 ?
AGENDA
HUBINSTITUTE.COM
PANORAMA DU PROGRAMMATIQUE :
COMMENT CA MARCHE? MICHEL JUVILLIER
@Juvillier
mj@juvillierconseil.com
4
DATA ET PROGRAMMATIQUE CONSTATS
1
© 2018 HUB Institute. All Rights Reserved.
DATA : LE NOUVEL ENJEU DU MARKETING ET DE LA PUBLICITÉ
« SI TU VEUX CONNAÎTRE QUELQU'UN,
N'ÉCOUTE PAS CE QU'IL DIT
MAIS REGARDE CE QU'IL FAIT »
DALAÏ LAMA
© 2018 HUB Institute. All Rights Reserved.
DATA : EXPLOITER LES 4 PILIERS D’USAGE
© 2018 HUB Institute. All Rights Reserved.
DATA : UNE APPROCHE MULTI-SCREEN
© 2018 HUB Institute. All Rights Reserved.
DATA : LE FACTEUR CLÉ DU SUCCÈS GAFA
https://fr.statista.com/infographie/12778/les-revenus-mirobolants-des-gafam/
© 2018 HUB Institute. All Rights Reserved.
FACEBOOK ET GOOGLE CAPTENT UNE PART CROISSANTE
DU MARCHÉ PUB ONLINE
De plus en plus numérique et
mobile, la publicité en France est
dominée de manière écrasante par
les deux géants américains qui
concentrent à eux seuls 78% des
investissements des annonceurs.
http://www.liberation.fr/futurs/2018/01/26/la-pub-hexagonale-un-duopole-google-facebook_1625265
© 2018 HUB Institute. All Rights Reserved.
VERS LA SMART DATA
11
GENESE DU
PROGRAMMATIQUE 2
Agences Media Annonceurs
LES EDITEURS
VENTES AUX AGENCES
VENTES AUX ANNONCEURS
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GENESE DU PROGRAMMATIQUE
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Agences Media Annonceurs
LES EDITEURS
VENTES AUX AGENCES
VENTES AUX ANNONCEURS
www.HUBinstitute.com 13
Ad Networks & exchanges
NOUVEAUX DEFIS : Complexité accrue,
opérations manuelles , gestion de la qualité
des annonces, → perte d’opportunités de
revenus
www.HUBinstitute.com
www.HUBinstitute.com
GENESE DU PROGRAMMATIQUE
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Agences Media Annonceurs
LES EDITEURS
VENTES AUX AGENCES
VENTES AUX ANNONCEURS
Ad Networks & exchanges
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RAPPEL DES CHIFFRES D’INVESTISSEMENT EN FRANCE
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