{"id":10949,"date":"2019-10-01T16:02:49","date_gmt":"2019-10-01T16:02:49","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=10949"},"modified":"2020-12-21T17:31:05","modified_gmt":"2020-12-21T17:31:05","slug":"first-price-auction","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/first-price-auction\/","title":{"rendered":"Tout savoir sur Criteo et le \u00ab First Price Auction \u00bb"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Le First Price Auction fait bouger le march\u00e9 du programmatique \u2013 et Criteo aussi.<\/p>\n<p>Les ench\u00e8res au premier prix tendent ces derni\u00e8res ann\u00e9es \u00e0 supplanter celles au second prix qui, instaur\u00e9es il y a plus de dix ans, peinent \u00e0 suivre l\u2019essor du header bidding.<\/p>\n<p>Le d\u00e9ploiement du First Price Auction par Google \u00e0 partir de septembre 2019 marque \u00e9galement la transition officielle du secteur vers ce syst\u00e8me.<\/p>\n<h4><strong>Mais quelles cons\u00e9quences pour les annonceurs ? Et surtout, comment \u00e7a marche ? D\u00e9cryptage.<\/strong><\/h4>\n<p>Pour la plupart des \u00e9conomistes, le Second Price Auction reste la m\u00e9thode la plus juste pour ench\u00e9rir sur un produit commercialisable. L&rsquo;ench\u00e8re optimale th\u00e9orique correspond, vous le savez sans doute d\u00e9j\u00e0, \u00e0 la valeur r\u00e9elle de l&rsquo;opportunit\u00e9 et est ind\u00e9pendante de la concurrence. Sur le march\u00e9 de l&rsquo;ad tech, l\u2019acheteur offre le prix maximum qu\u2019il est pr\u00eat \u00e0 payer pour un emplacement publicitaire dans un environnement d\u2019\u00e9diteur, et d\u00e9pense moins lorsqu&rsquo;il remporte l&rsquo;ench\u00e8re.<\/p>\n<p>Avec le mod\u00e8le First Price Auction, l&rsquo;acheteur paie le montant exact de l&rsquo;ench\u00e8re. Les annonceurs doivent estimer les montants mis\u00e9s par la concurrence pour ne pas sur\u00e9valuer une opportunit\u00e9. Le risque de surench\u00e8re est r\u00e9el, et peut finir par impacter les budgets, et donc la performance globale des campagnes.<\/p>\n<p>Au-del\u00e0 des ench\u00e8res First price et Second price, plusieurs acteurs ont essay\u00e9 d&rsquo;optimiser la valeur des Second Price Auctions en appliquant des contr\u00f4les de prix.\u00a0\u00a0 C&rsquo;est le cas, par exemple, des \u00ab soft floors \u00bb, des prix planchers interm\u00e9diaires consid\u00e9rant les ench\u00e8res l\u00e9g\u00e8rement inf\u00e9rieures \u00e0 la limite fix\u00e9e. Ces m\u00e9canismes contribuent \u00e0 la cr\u00e9ation d&rsquo;une ench\u00e8re hybride, entre le premier et le deuxi\u00e8me prix. Plus transparent, le First Price Auction est aussi plus \u00e9quitable : acheteur et vendeur connaissent tous deux le co\u00fbt r\u00e9el de l&rsquo;impression.<\/p>\n<h4><strong>Comment les ench\u00e8res au premier prix, au second prix, et hybrides, sont-elles prises en charge par Criteo ?<\/strong><\/h4>\n<p>Pionnier du header bidding gr\u00e2ce, entre autres, \u00e0 sa solution Criteo Direct Bidder, Criteo n\u2019a pas attendu pour suivre les derni\u00e8res \u00e9volutions de l\u2019\u00e9cosyst\u00e8me digital en mati\u00e8re de First Price Auction.<\/p>\n<p>Il y a cinq ans, Criteo a d\u00e9velopp\u00e9 sa propre technologie de bidding pour garantir le meilleur rendement \u00e0 ses clients et \u00e9diteurs, \u00e0 chaque fois qu&rsquo;une ench\u00e8re est plac\u00e9e sur une opportunit\u00e9. \u00c0 la pointe de la technologie, le bidder de Criteo se montre toujours plus efficace dans les ench\u00e8res au second prix et hybrides. Il performe \u00e9galement lors des First Price Auctions et dans des environnements plus complexes.<\/p>\n<p>En plus d&rsquo;\u00e9valuer la valeur de l&rsquo;utilisateur \u00e0 un emplacement et \u00e0 un temps donn\u00e9, les algorithmes de machine learning pr\u00e9disent le type d&rsquo;ench\u00e8re (premier prix, second prix ou hybride), la pression concurrentielle et les prix de cl\u00f4ture typiques. La technologie de bidding de Criteo place ensuite l&rsquo;ench\u00e8re optimale permettant de maximiser la valeur g\u00e9n\u00e9r\u00e9e par les annonceurs et les \u00e9diteurs.<\/p>\n<p>Alors que le paysage des ench\u00e8res continue d&rsquo;\u00e9voluer, Criteo n&rsquo;a qu&rsquo;une priorit\u00e9\u00a0: faire le lien entre l&rsquo;offre et la demande. Criteo s&rsquo;engage \u00e0 cr\u00e9er le maximum de valeur pour ses clients avec des bids dynamiques dans tous les environnements, pour tous types d&rsquo;ench\u00e8res.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Le First Price Auction fait bouger le march\u00e9 du programmatique \u2013 et Criteo aussi. Les ench\u00e8res au premier prix tendent ces derni\u00e8res ann\u00e9es \u00e0 supplanter celles au second prix qui, instaur\u00e9es il y a plus de dix ans, peinent \u00e0 suivre l\u2019essor du header bidding. Le d\u00e9ploiement du First Price Auction par Google \u00e0 [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":10950,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"coauthors":[],"class_list":{"0":"post-10949","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-criteo-updates"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tout savoir sur Criteo et le \u00ab First Price Auction \u00bb | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Le passage au First Price Auction bouleverse le march\u00e9 programmatique. 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