{"id":3736,"date":"2023-05-23T14:44:03","date_gmt":"2023-05-23T14:44:03","guid":{"rendered":"https:\/\/hamak.hamakmarketingnumerique.com\/pourquoi-faire-de-la-publicite-programmatique\/"},"modified":"2026-08-10T13:53:55","modified_gmt":"2026-08-10T13:53:55","slug":"pourquoi-faire-de-la-publicite-programmatique","status":"publish","type":"post","link":"https:\/\/hamak.ca\/en\/pourquoi-faire-de-la-publicite-programmatique\/","title":{"rendered":"Why use programmatic advertising?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/hamak.ca\/en\/services\/digital-media\/display\/?_gl=1*9cowyu*_up*MQ..*_ga*MTMwOTIzNTc5Ni4xNzg2MDQ3NTE0*_ga_BSHHT8CCLJ*czE3ODYwNDc1MTMkbzEkZzEkdDE3ODYwNDc1OTgkajYwJGwwJGgxNzU0NzgxOTMkZG52aFdsNEdUT2U2U1hnZS1vcEpfYnJEY0V5T3FYbjY2bFE.\" target=\"_blank\" rel=\"noreferrer noopener\">Programmatic advertising<\/a> draws on the latest technology, automation, and machine learning to put your ads in front of the right people, in the right place, at the right time. But do you really know how programmatic marketing works under the hood? What does this now-unavoidable tool bring to your digital strategy? Let&#8217;s take a closer look.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How does programmatic marketing work?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A quick refresher for anyone unsure how programmatic advertising actually works. This tactic runs on a real-time bidding (RTB) model within an AdExchange marketplace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On one side, websites use a tool called a Supply Side Platform to list their available ad space, setting prices (through CPM), possible formats, and their preferences regarding advertisers. On the other side, advertisers use a tool called a Demand Side Platform, or DSP, to define their target audience, budget, ad content, and target location.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When a visitor matching the target audience lands on a page that matches the criteria set by various advertisers, the bidding race kicks off. The platforms coordinate to handle the sale and purchase of the ad space everyone&#8217;s after: the highest bid wins, the ad appears to the visitor in question, and payment from the winning advertiser is processed automatically through the platforms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now let&#8217;s take a closer look at the main advantages of programmatic marketing for your digital marketing strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Time saving<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As you&#8217;ve probably gathered, everything happens within minutes, automatically, once your campaigns are set up in the DSP and the algorithm takes over. Bidding happens in real time, so you also get access to your results continuously. That frees up time you can spend <a href=\"https:\/\/hamak.ca\/en\/services\/digital-media\/paid-search-sem\/\" target=\"_blank\" rel=\"noreferrer noopener\">fine-tuning your campaigns<\/a> instead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Precise targeting<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Programmatic advertising uses the algorithm and data collected on user behavior to target audiences far more precisely than something like display banners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You get much tighter control over how your ads are shown. You can target several audiences or just one, depending on your campaign goals. It&#8217;s a good idea to rule out any audiences that don&#8217;t match your criteria or your target market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To judge how well your ads fit a given site and its audience, the system can weigh a number of settings you can also adjust yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>contextual targeting<\/strong>, to make sure the website genuinely matches your campaign&#8217;s profile;<\/li>\n\n\n\n<li><strong>keyword targeting,<\/strong> based on the site&#8217;s content;<\/li>\n\n\n\n<li><strong>behavioral targeting,<\/strong> to reach visitors who&#8217;ve already shown interest in your field, products, or services;<\/li>\n\n\n\n<li><strong>geographic targeting;<\/strong><\/li>\n\n\n\n<li><strong>a retargeting audience;<\/strong><\/li>\n\n\n\n<li>and, of course, <strong>any custom audiences<\/strong> you want to set up based on your strategy.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. Better ROI<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on your campaign goals and what you&#8217;re trying to solve for, you can generally choose between a strategy built around driving traffic or one built around visibility. In the first case, automation will work to boost metrics like clicks or conversion rate. In the second, it&#8217;ll focus on KPIs like impressions, reach, or completion rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Either way, programmatic advertising relies on machine learning and the algorithm to keep your costs in check by weeding out less useful audiences and only showing your ads to the ones that actually count, so your ad spend goes further.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. User experience<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Programmatic advertising also helps make the online experience better for users. Precise targeting means visitors see ads for products or services they&#8217;re genuinely interested in and that match what they care about. Data lets you tailor and personalize your ads, both in format and content, to the people seeing them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That makes for a much smoother browsing experience and cuts down considerably on the chances of an ad being ignored or dismissed. And a better experience means better odds of converting!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Flexibility<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the best things about programmatic advertising is just how versatile it is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The amount of available ad inventory is massive; countless sites offer ad space on their pages, and you can work with all kinds of formats to find the best way to reach your audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Programmatic advertising can run as banners, podcast ads, dynamic display, or video. The options are practically endless when it comes to shaping your ads, so it&#8217;s up to you to really understand your audience and know what will land with them.M), les formats possibles et leurs pr\u00e9f\u00e9rences au niveau des annonceurs. De l\u2019autre c\u00f4t\u00e9, les annonceurs passent par un outil, <strong>DSP ou <i>Demand Side Platform<\/i><\/strong>, pour <strong>stipuler leur audience cible, leur budget, le contenu de leur publicit\u00e9 et la localisation vis\u00e9e<\/strong>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsque des visiteurs qui correspondent au public cible se rendent sur une page web qui co\u00efncide aux param\u00e8tres renseign\u00e9s par diff\u00e9rents annonceurs, <strong>la course aux ench\u00e8res se lance<\/strong>! Les plateformes se coordonnent pour <strong>piloter la vente et l\u2019achat des espaces publicitaires<\/strong> au centre de toutes les convoitises: l\u2019offre la plus \u00e9lev\u00e9e remporte l\u2019ench\u00e8re, l\u2019annonce devient visible par les visiteurs concern\u00e9s et le paiement de l\u2019annonceur gagnant est r\u00e9gl\u00e9 automatiquement via les plateformes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Penchons-nous maintenant de plus pr\u00e8s sur <strong>les principaux avantages du marketing programmatique<\/strong> pour vos strat\u00e9gies de marketing num\u00e9rique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Le gain de temps<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vous l\u2019avez compris,<strong> tout se fait en quelques minutes de mani\u00e8re automatis\u00e9e<\/strong> gr\u00e2ce au param\u00e9trage de vos campagnes dans la plateforme DSP et l\u2019algorithme. Les ench\u00e8res sont effectu\u00e9es <strong>en temps r\u00e9el<\/strong>, c\u2019est donc \u00e9galement en continu que vous avez acc\u00e8s aux r\u00e9sultats. Vous gagnez ainsi du temps que vous pouvez consacrer \u00e0 <strong><a href=\"https:\/\/hamak.ca\/en\/services\/digital-media\/paid-search-sem\/\" target=\"_blank\" rel=\"noreferrer noopener\">optimiser vos campagnes<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. La pr\u00e9cision du ciblage<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 programmatique se sert de l\u2019<strong>algorithme<\/strong> et des <strong>donn\u00e9es collect\u00e9es sur le comportement des internautes<\/strong> pour <strong>cibler des audiences beaucoup plus pr\u00e9cises<\/strong> que des banni\u00e8res display par exemple.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez un bien <strong>meilleur contr\u00f4le sur la diffusion de vos publicit\u00e9s<\/strong>. Vous pouvez choisir de cibler plusieurs audiences ou une seule selon <strong>vos objectifs de campagne.<\/strong> Il est bien s\u00fbr recommand\u00e9 d\u2019exclure celles qui ne s\u2019inscrivent pas dans la lign\u00e9e de vos crit\u00e8res et de votre public.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour <strong>\u00e9valuer la pertinence et la compatibilit\u00e9 de vos publicit\u00e9s<\/strong> avec un site et son audience, l\u2019intelligence artificielle peut prendre en compte diff\u00e9rents aspects que vous pouvez \u00e9galement param\u00e9trer:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>le ciblage contextuel<\/strong>, pour s\u2019assurer que le site web corresponde bel et bien aux caract\u00e9ristiques de votre campagne;<\/li>\n\n\n\n<li><strong>le ciblage par mot-cl\u00e9,<\/strong> par rapport au contenu du site;<\/li>\n\n\n\n<li><strong>le ciblage comportemental,<\/strong> pour atteindre des visiteurs qui ont d\u00e9j\u00e0 manifest\u00e9 un int\u00e9r\u00eat pour votre domaine d\u2019activit\u00e9, vos produits ou vos services;<\/li>\n\n\n\n<li><strong>le ciblage g\u00e9ographique;<\/strong><\/li>\n\n\n\n<li><strong>une audience de <em>retargeting<\/em>;<\/strong><\/li>\n\n\n\n<li>et bien entendu, toutes <strong>les audiences personnalis\u00e9es<\/strong> que vous souhaitez selon la strat\u00e9gie \u00e9tablie.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. L\u2019optimisation du ROI<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9pendamment des objectifs de votre campagne et de vos enjeux, vous pouvez globalement choisir une<strong> strat\u00e9gie orient\u00e9e vers l\u2019acquisition de trafic<\/strong> ou une <strong>strat\u00e9gie acc\u00e8s sur la visibilit\u00e9<\/strong>. Dans le premier cas, <strong>l\u2019automatisation<\/strong> fera en sorte d\u2019<strong>optimiser des indicateurs<\/strong> comme le nombre de clics ou le taux de conversion quand dans le second cas, il s\u2019agira d\u2019aller chercher des KPI comme le nombre d\u2019impressions, le taux de couverture ou le taux de compl\u00e9tion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans les deux cas, <strong>la publicit\u00e9 programmatique se sert du <\/strong><strong><i>machine learning<\/i><\/strong><strong> et de l&#8217;algorithme<\/strong> pour optimiser vos co\u00fbts en \u00e9cartant les audiences moins pertinentes et en ne pr\u00e9sentant vos publicit\u00e9s qu\u2019\u00e0 celles qui le sont de sorte \u00e0 <strong>rentabiliser vos d\u00e9penses publicitaires.&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. L\u2019exp\u00e9rience utilisateur<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 programmatique participe aussi \u00e0 <strong>am\u00e9liorer l\u2019exp\u00e9rience utilisateur des internautes<\/strong>. La pr\u00e9cision du ciblage permet en effet d\u2019exposer les visiteurs \u00e0 des publicit\u00e9s pour des produits ou services qui les int\u00e9ressent r\u00e9ellement et<strong> qui correspondent \u00e0 leurs int\u00e9r\u00eats<\/strong>. La data vous donne la possibilit\u00e9 d\u2019<strong>adapter et de personnaliser vos annonces<\/strong>, tant le format que leur contenu, aux utilisateurs.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans ce sens, leur exp\u00e9rience de navigation en ligne est beaucoup plus agr\u00e9able et <strong>le risque de rejet est consid\u00e9rablement r\u00e9duit<\/strong>. Et qui dit meilleure exp\u00e9rience, dit <strong>plus de chances de conversion!<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. La flexibilit\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019un des plus bel avantage de la publicit\u00e9 programmatique, <strong>c\u2019est sa polyvalence!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019<strong>inventaire publicitaire<\/strong> disponible est consid\u00e9rable, on ne compte pas le nombre de sites qui proposent des encarts publicitaires au sein de leurs pages et vous avez la possibilit\u00e9 d\u2019<strong>utiliser de nombreux formats diff\u00e9rents<\/strong> pour trouver le meilleur angle afin de <strong>toucher votre audience.&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 programmatique peut s\u2019utiliser en banni\u00e8res, en podcast, en affichage dynamique ou encore en vid\u00e9o. Vous n\u2019avez que l\u2019embarras du choix pour<strong> personnaliser vos publicit\u00e9s<\/strong>, \u00e0 vous de<strong> bien comprendre et cerner votre audience<\/strong>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Programmatic advertising draws on the latest technology, automation, and machine learning to put your ads in front of the right&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[67,61],"tags":[],"class_list":["post-3736","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-display-and-programmatic","category-paid-search-sem"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why use programmatic advertising? - Hamak Marketing Num\u00e9rique<\/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:\/\/hamak.ca\/en\/pourquoi-faire-de-la-publicite-programmatique\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why use programmatic advertising? 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