{"id":9665,"date":"2019-04-01T13:54:05","date_gmt":"2019-04-01T13:54:05","guid":{"rendered":"http:\/\/www.criteo.com\/fr\/?p=9665"},"modified":"2020-08-12T18:51:07","modified_gmt":"2020-08-12T18:51:07","slug":"rapport-idc-criteo-nomme-leader-sur-le-marche-des-logiciels-publicitaires","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/fr\/blog\/rapport-idc-criteo-nomme-leader-sur-le-marche-des-logiciels-publicitaires\/","title":{"rendered":"[RAPPORT] IDC : Criteo nomm\u00e9 leader sur le march\u00e9 des logiciels publicitaires"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Publi\u00e9 le 7 septembre 2018, le rapport<em>Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market <\/em>de l&rsquo;analyste Karsten Weide (@KarstenW) explore plus en d\u00e9tails le march\u00e9 de l&rsquo;Ad Tech.<\/p>\n<p>Et la plus grande part de march\u00e9 revient \u00e0&#8230;<\/p>\n<p>Criteo\u00a0!<\/p>\n<p>Le march\u00e9 de l\u2019AdTech est parfois difficile \u00e0 cerner pour les acheteurs, et pour cause\u00a0: selon ChieftMartec, le secteur compte pr\u00e8s de <a href=\"https:\/\/chiefmartec.com\/2018\/04\/marketing-technology-landscape-supergraphic-2018\/\" target=\"_blank\" rel=\"noopener noreferrer\">7000 acteurs<\/a>. Pour mieux s&rsquo;y retrouver, certains analystes les classent par cat\u00e9gorie\u00a0&#8211;\u00a0une taxonomie toutefois mise \u00e0 mal par le rythme effr\u00e9n\u00e9 des innovations. Criteo propose par exemple des technologies publicitaires associant \u00e0 la fois SSP et DSP sur l&rsquo;Open Web et figure donc dans les deux cat\u00e9gories.<\/p>\n<p style=\"text-align: center\">Dans ce rapport, les analystes de l&rsquo;industrie tentent pour la premi\u00e8re fois de quantifier le march\u00e9 de l&rsquo;Ad Tech. R\u00e9sultat\u00a0: malgr\u00e9 un march\u00e9 fragment\u00e9, domin\u00e9 par le duo Google\/Facebook mais aussi peu \u00e0 peu par l&rsquo;ambitieux Amazon, Criteo s&rsquo;impose aujourd&rsquo;hui en tant que leader des logiciels publicitaires.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9684\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/Total-Market-FR-min-1.png\" alt=\"\" width=\"903\" height=\"462\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/Total-Market-FR-min-1.png 903w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/Total-Market-FR-min-1-300x153.png 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/Total-Market-FR-min-1-768x393.png 768w\" sizes=\"auto, (max-width: 903px) 100vw, 903px\" \/><span style=\"text-align: center;font-size: 1rem\">Source\u00a0: Figure 1, Worldwide Digital Advertising Software Market Shares, 2017, IDC (DOC #US44240218, 07-SEP-2018), reproduit avec permission ; part de march\u00e9 en 2017 (%), revenus (M de $) et croissance (%).<\/span><\/p>\n<p>Selon l&rsquo;auteur du rapport, <a href=\"https:\/\/www.idc.com\/getdoc.jsp?containerId=PRF002841\" target=\"_blank\" rel=\"noopener noreferrer\">Karsten Weide<\/a> (<a href=\"https:\/\/twitter.com\/karstenw\" target=\"_blank\" rel=\"noopener noreferrer\">@karstenw<\/a>), Vice-pr\u00e9sident du programme d&rsquo;IDC pour les m\u00e9dias et le divertissement\u00a0:<\/p>\n<p><em>\u00ab\u00a0Ce premier rapport IDC sur les fournisseurs de technologies publicitaires place Criteo en tant que leader du march\u00e9. Ce leadership s&rsquo;explique notamment par la forte pr\u00e9sence de la soci\u00e9t\u00e9 sur le march\u00e9 du retargeting depuis 13 ans mais aussi par son r\u00f4le actuel en tant qu&rsquo;acteur polyvalent proposant des solutions destin\u00e9es \u00e0 la fois aux marques et aux \u00e9diteurs.\u00a0\u00bb<\/em><\/p>\n<h4><strong>Les points cl\u00e9s du rapport<\/strong><\/h4>\n<ul>\n<li>Le secteur des logiciels publicitaires reste tr\u00e8s fragment\u00e9\u00a0&#8211;\u00a0malgr\u00e9 le nombre \u00e9lev\u00e9 de fusions et d&rsquo;acquisitions. Les 15 plus grands fournisseurs se partagent \u00e0 peine 40\u00a0% du march\u00e9 global<\/li>\n<li>La croissance du march\u00e9 est de 38\u00a0% en glissement annuel, passant de 9,2 milliards de dollars en 2016 \u00e0 12,7 milliards de dollars en 2017.<\/li>\n<li>Les ventes de technologies publicitaires (hors co\u00fbts d&rsquo;acquisition de trafic) sont pass\u00e9es de 4\u00a0% en 2016 \u00e0 4,7\u00a0% des d\u00e9penses publicitaires totales en 2017. Selon IDC, ce chiffre devrait atteindre 7,8\u00a0% d&rsquo;ici \u00e0 2022 suite \u00e0 l\u2019augmentation des d\u00e9penses publicitaires (+19\u00a0% CY16\/CY17). Face \u00e0 l&rsquo;\u00e9mergence de l&rsquo;automatisation, la transition des spots TV traditionnels aux vid\u00e9os publicitaires digitales continue de progresser.<\/li>\n<\/ul>\n<h4><strong>Notre webinaire \u00e0 la demande<\/strong><\/h4>\n<p>Karsten Weide (Vice-pr\u00e9sident du programme d&rsquo;IDC pour les m\u00e9dias et le divertissement) et Jen Whelan (Vice-pr\u00e9sidente du marketing chez Criteo) explorent ensemble les perspectives d&rsquo;avenir de l&rsquo;Ad Tech. Cliquez sur l&rsquo;image pour acc\u00e9der au webinaire.<\/p>\n<p><a href=\"http:\/\/www2.criteo.com\/criteo-idc-webinar\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-9668\" src=\"http:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-300x157.jpeg\" alt=\"On demand webinar: adtech trends fireside chat with Karsten Weide \/ IDC and Jen Whelan \/SVP Marketing, Criteo\" width=\"300\" height=\"157\" srcset=\"https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-300x157.jpeg 300w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-768x402.jpeg 768w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/DsdifgNW0MAV1bz.jpg-large-1024x536.jpeg 1024w, https:\/\/www.criteo.com\/fr\/wp-content\/uploads\/sites\/4\/2019\/04\/DsdifgNW0MAV1bz.jpg-large.jpeg 1200w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h4><strong>T\u00e9l\u00e9charger le rapport<\/strong><\/h4>\n<ul>\n<li>Le rapport est disponible via le formulaire ci-dessous.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Publi\u00e9 le 7 septembre 2018, le rapportWorldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market de l&rsquo;analyste Karsten Weide (@KarstenW) explore plus en d\u00e9tails le march\u00e9 de l&rsquo;Ad Tech. Et la plus grande part de march\u00e9 revient \u00e0&#8230; Criteo\u00a0! Le march\u00e9 de l\u2019AdTech est parfois difficile [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":9670,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"coauthors":[],"class_list":{"0":"post-9665","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-trends-insights"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":true,"embed_is_pardot_form":true,"embed_pardot_form":"https:\/\/go.pardot.com\/l\/126241\/2018-09-24\/5p2mdv","form_thank_you_content":"<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.criteo.com\/wp-content\/uploads\/2018\/09\/US44240218e_Criteo.pdf\" target=\"_blank\" rel=\"noopener\"><button class=\"button\">Dowload the report here<\/button><\/a><\/p>\n","podcast_audio_length":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[RAPPORT] IDC : Criteo nomm\u00e9 leader sur le march\u00e9 des logiciels publicitaires | FR - Criteo.com<\/title>\n<meta name=\"description\" content=\"On September 8, 2018, IDC published a market share report, Worldwide Digital Advertising Software Market Shares, 201Metadescription: IDC a publi\u00e9 le 8 septembre 2018 son rapport sur les parts de march\u00e9 du secteur, Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market. Et la plus grande part de march\u00e9 revient \u00e0... Criteo !7: Despite Intense M&amp;A Activity, Ad Tech Still a Fragmented Market.\u00a0The number one player in this space? 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Et la plus grande part de march\u00e9 revient \u00e0... Criteo !7: Despite Intense M&A Activity, Ad Tech Still a Fragmented Market.\u00a0The number one player in this space? Criteo.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.criteo.com\/fr\/blog\/rapport-idc-criteo-nomme-leader-sur-le-marche-des-logiciels-publicitaires\/","og_locale":"fr_FR","og_type":"article","og_title":"[RAPPORT] IDC : Criteo nomm\u00e9 leader sur le march\u00e9 des logiciels publicitaires | FR - Criteo.com","og_description":"On September 8, 2018, IDC published a market share report, Worldwide Digital Advertising Software Market Shares, 201Metadescription: IDC a publi\u00e9 le 8 septembre 2018 son rapport sur les parts de march\u00e9 du secteur, Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&A Activity, Ad Tech Still a Fragmented Market. 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