• 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

www.HUBinstitute.com 12www.HUBinstitute.com

GENESE DU PROGRAMMATIQUE

http://www.google.com/imgres?imgurl=http://www.traceworks.com/media/134296/_carat_logo3.png&imgrefurl=http://www.traceworks.com/home/our-company/press-and-news/4-6-ways-to-waste-your-budget.aspx&h=130&w=311&sz=27&tbnid=wd8_BvmrkC6WXM:&tbnh=49&tbnw=117&prev=/images?q=carat+logo&usg=__9KD_xj_I6VbdZfvwpYZSGTUyaLE=&ei=xCrJSsOtM8n4-Aar2Yg5&sa=X&oi=image_result&resnum=2&ct=image http://images.google.com/imgres?imgurl=http://spotongeorge.files.wordpress.com/2008/11/mpg-logo.jpg&imgrefurl=http://unpluggedthoughts.wordpress.com/beware-the-plugged-logo/&usg=__qavQV1jLH8YkkQtQOq4SpmDpRJs=&h=1063&w=2598&sz=168&hl=en&start=6&um=1&tbnid=Sqq8Q-aHeuZriM:&tbnh=61&tbnw=150&prev=/images?q=MPG+logo&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://images.google.com/imgres?imgurl=http://homepages.mty.itesm.mx/al902634/images/jwt.jpg&imgrefurl=http://www.mydreamsbook.com/story/JWT/&usg=__XVbL3eHg1UoIHD3vW3eJ-Q5Q5Wo=&h=230&w=415&sz=8&hl=en&start=1&um=1&tbnid=8j1zom-cNcvayM:&tbnh=69&tbnw=125&prev=/images?q=jwt&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&sa=N&um=1 http://images.google.co.uk/imgres?imgurl=http://www.zenithoptimedia.at/fileadmin/user_upload/_pics/ZENITHOPTIMEDIA_.jpg&imgrefurl=http://www.zenithoptimedia.at/presse/images.html&usg=__sh_fmeZy17iK-ceenSHDgOFwsAc=&h=693&w=1869&sz=220&hl=en&start=4&um=1&tbnid=7UMpxe9BtQyfyM:&tbnh=56&tbnw=150&prev=/images?q=zenithoptimedia&hl=en&rlz=1T4SKPB_enNL342NL347&sa=N&um=1 http://www.omd.com/index.html

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

http://www.google.com/imgres?imgurl=http://www.traceworks.com/media/134296/_carat_logo3.png&imgrefurl=http://www.traceworks.com/home/our-company/press-and-news/4-6-ways-to-waste-your-budget.aspx&h=130&w=311&sz=27&tbnid=wd8_BvmrkC6WXM:&tbnh=49&tbnw=117&prev=/images?q=carat+logo&usg=__9KD_xj_I6VbdZfvwpYZSGTUyaLE=&ei=xCrJSsOtM8n4-Aar2Yg5&sa=X&oi=image_result&resnum=2&ct=image http://images.google.com/imgres?imgurl=http://spotongeorge.files.wordpress.com/2008/11/mpg-logo.jpg&imgrefurl=http://unpluggedthoughts.wordpress.com/beware-the-plugged-logo/&usg=__qavQV1jLH8YkkQtQOq4SpmDpRJs=&h=1063&w=2598&sz=168&hl=en&start=6&um=1&tbnid=Sqq8Q-aHeuZriM:&tbnh=61&tbnw=150&prev=/images?q=MPG+logo&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://images.google.com/imgres?imgurl=http://homepages.mty.itesm.mx/al902634/images/jwt.jpg&imgrefurl=http://www.mydreamsbook.com/story/JWT/&usg=__XVbL3eHg1UoIHD3vW3eJ-Q5Q5Wo=&h=230&w=415&sz=8&hl=en&start=1&um=1&tbnid=8j1zom-cNcvayM:&tbnh=69&tbnw=125&prev=/images?q=jwt&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&sa=N&um=1 http://images.google.co.uk/imgres?imgurl=http://www.zenithoptimedia.at/fileadmin/user_upload/_pics/ZENITHOPTIMEDIA_.jpg&imgrefurl=http://www.zenithoptimedia.at/presse/images.html&usg=__sh_fmeZy17iK-ceenSHDgOFwsAc=&h=693&w=1869&sz=220&hl=en&start=4&um=1&tbnid=7UMpxe9BtQyfyM:&tbnh=56&tbnw=150&prev=/images?q=zenithoptimedia&hl=en&rlz=1T4SKPB_enNL342NL347&sa=N&um=1 http://www.omd.com/index.html http://images.google.com/imgres?imgurl=http://i.bnet.com/blogs/platform-a.png&imgrefurl=http://industry.bnet.com/advertising/1000211/platform-a-continues-to-flounder/&usg=__hr-uwL7JLNUs_V5ZypTh4-OSgYM=&h=293&w=266&sz=5&hl=en&start=7&um=1&tbnid=PeattKKWOacKYM:&tbnh=115&tbnw=104&prev=/images?q=AOL+platformA&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://framework.zend.com/images/casestudies/rightmedia_logo_lg.gif http://images.google.com/imgres?imgurl=http://www.netimperative.com/news/copy2_of_copy_of_adjugLogo.jpg&imgrefurl=http://www.netimperative.com/news/2008/april/28/company-profile-adjug/?searchterm=adjug&usg=__cVvJgBykdoHsu7IljQKhb-J8CIE=&h=100&w=100&sz=7&hl=en&start=1&um=1&tbnid=rwftWRUpZI8y-M:&tbnh=82&tbnw=82&prev=/images?q=Adjug&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://images.google.com/imgres?imgurl=http://venturebeat.com/wp-content/uploads/2007/11/adconian.jpg&imgrefurl=http://venturebeat.com/2007/11/30/roundup-fox-negotiating-to-buy-adconion-motorola-loses-zander-more/&usg=__Fv8wzdUT-RkZKP1WyE9l1YpxitQ=&h=103&w=225&sz=7&hl=en&start=1&um=1&tbnid=X_s9z83wGoa0QM:&tbnh=49&tbnw=108&prev=/images?q=Adconian&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://blog.taragana.com/wp-content/uploads/2009/03/google-adsense-logo-350_0.gif http://images.google.com/imgres?imgurl=http://www.watblog.com/wp-content/uploads/2008/11/logo_foxnetworks.jpg&imgrefurl=http://www.watblog.com/tag/komli/&usg=__6FHbW7zbrO6Bpvg6_hhNA05QaaA=&h=170&w=170&sz=7&hl=en&start=12&um=1&tbnid=F5OPvKAcwu_73M:&tbnh=99&tbnw=99&prev=/images?q=logo+adnetworks&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://images.google.com/imgres?imgurl=http://cache0.techcrunch.com/wp-content/adbrite-logo.png&imgrefurl=http://www.techcrunch.com/2007/11/29/adbrite-takes-in-another-23-million/&usg=__G9MHLMhjdOQq1M7aib7PbGfaojw=&h=101&w=271&sz=15&hl=en&start=37&um=1&tbnid=0NJv-CKI8tpueM:&tbnh=42&tbnw=113&prev=/images?q=logo+adnetworks&ndsp=20&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&sa=N&start=20&um=1 http://www.ad2-one.co.uk/ http://uk.glammedia.com/ http://www.247realmedia.co.uk/EN-UK/ http://images.google.com/imgres?imgurl=http://eklectik.info/images/logos/criteo_normal.jpg&imgrefurl=http://eklectik.info/2007/11/14/criteo-cherche-son-sa-directeur-directrice-marketing/&usg=__0J-lVI61nz6oZe9MU288Pv3Bp-0=&h=196&w=448&sz=11&hl=en&start=7&um=1&tbnid=Tc5RzbDxGy223M:&tbnh=56&tbnw=127&prev=/images?q=criteo&hl=en&rls=com.microsoft:en-gb:IE-SearchBox&rlz=1I7SKPB_en&um=1 http://www.valueclickmedia.co.uk/

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

http://www.google.com/imgres?imgurl=http://www.traceworks.com/media/134296/_carat_logo3.png&imgrefurl=http://www.traceworks.com/home/our-company/press-and-news/4-6-ways-to-waste-your-budget.aspx&h=130&w=311&sz=27&tbnid=wd8_BvmrkC6WXM:&tbnh=49&tbnw=117&prev=/images?q=carat+logo&usg=__9KD_xj_