melty group

Jean-Marc Yildiz Directeur Programmatique & CDO de meltygroup nous en dit plus sur la mise en place des Headder bidding

  • meltygroup franchit une nouvelle étape dans la gestion et la commercialisation de ses inventaires publicitaires avec le déploiement du header bidding en partenariat avec Insideall.

    Jean-Marc Yildiz , Directeur Programmatique & CDO de meltygroup, ajoute :

    “La mise en place du Header Bidding dans le cadre de la gestion de nos inventaires publicitaires s’inscrit dans la continuité des projets mis en place dans le but de tirer le maximum de valeur de nos audiences web. La mise en place des solutions de Header Bidding d’InsideAll a été très rapide et l’on constate déjà une hausse assez significative de nos eCPM donc de nos revenus à inventaire équivalent”

    La technologie du Header Bidding

    Contrairement à un système d’appels en “cascade” aux sources des demandes d’insertion publicitaire dans un ordre préétabli, le header bidding permet de mettre en compétition plusieurs sources de demandes au même moment (en quelques millièmes de seconde) pour chaque emplacement publicitaire sur le site éditeur.

    Pour l’éditeur, ce système permet une forte augmentation de ses revenus publicitaires sur son inventaire grâce à une optimisation en temps réel du “yield management” et un meilleur taux de remplissage. En effet, plusieurs enchérisseurs concourent simultanément sur le même inventaire avec pour conséquence une concurrence accrue et une pression sur la valeur à la hausse sur chacune des impressions. Les internautes bénéficient quant à eux d’une latence plus faible, et donc de meilleures performances d’affichage du site du fait qu’ un seul appel publicitaire, au lieu de plusieurs en série, est nécessaire.

    Insideall a développé un produit permettant de mettre en œuvre et de suivre les évolutions de cette technologie de façon simple, rapide et transparente. La société met par exemple à disposition de ses clients une interface permettant d’administrer sa compétition en quelques clics.

    Gabriel Chicoye, Directeur Général Insideall

    « Nos outils ont permis une mise en œuvre en moins de 2 semaines tout en sollicitant au minimum les équipes de meltygroup. Nous avons ainsi obtenu très rapidement des premiers résultats en termes de performances. Cette première étape franchie, notre objectif est de continuer à conseiller au mieux notre client dans l’évolution de son setup grâce à notre expertise ainsi qu’aux outils de monitoring de plus en plus fins que nous développons. »

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