pr\u00e9sentent<\/p>\n\n\n\n
Autoris\u00e9e \u00e0 pr\u00e9senter ses travaux en vue de l\u2019obtention du Doctorat de l’Institut Polytechnique de Paris, pr\u00e9par\u00e9 \u00e0 T\u00e9l\u00e9com SudParis en :<\/p>\n\n\n\n
le LUNDI 2 D\u00e9CEMBRE 2024 \u00e0 14h00<\/p>\n\n\n\n
\u00e0<\/p>\n\n\n\n
3A305
19 Place Marguerite Perey, 91120 Palaiseau<\/p>\n\n\n\n
Membres du jury :<\/strong><\/p>\n\n\n\n M. Mihai MITREA<\/strong>, Professeur, T\u00e9l\u00e9com SudParis, FRANCE – Directeur de these R\u00e9sum\u00e9 :<\/strong><\/p>\n\n\n\n Cette th\u00e8se est d\u00e9velopp\u00e9e dans le domaine du MarTech, un terme con\u00e7u pour couvrir les confluences entre les domaines du marketing et du num\u00e9rique. Elle traite sp\u00e9cifiquement de la planification des m\u00e9dias, \u00e9galement appel\u00e9 m\u00e9dia planning. Si le media planning se concentre sur le d\u00e9veloppement de strat\u00e9gies et l’achat de placements publicitaires pour atteindre les objectifs des campagnes de marketing, il h\u00e9rite ses bases th\u00e9oriques et m\u00e9thodologiques des statistiques, du marketing, de la sociologie, de la th\u00e9orie de l’information et des sciences informatiques. Le cadre informatique de la planification des m\u00e9dias subit une \u00e9volution substantielle, qui devrait \u00eatre multiple, en s’adaptant aux changements de la culture d’entreprise, en trouvant les \u00e9quilibres \u00e0 entre la g\u00e9n\u00e9ricit\u00e9 et la sp\u00e9cificit\u00e9 pour diff\u00e9rentes applications verticales et typologies d’utilisateurs, et en assurant la compatibilit\u00e9 avec une gamme toujours plus large d’appareils et de technologies de l’information. Dans un paysage aussi vaste, la pr\u00e9sente th\u00e8se traite de trois d\u00e9fis sp\u00e9cifiques : \u2022 Mod\u00e9lisation de la culture d’entreprise, c’est-\u00e0-dire \u00e9tudier si et comment l’\u00e9volution actuelle des donn\u00e9es des plans m\u00e9dias et de leur utilisation peut \u00eatre conceptuellement abstraite, \u2022 Visualisation et interaction, c’est-\u00e0-dire \u00e9tudier si et comment les pratiques de planification des m\u00e9dias peuvent \u00eatre prises en compte par un workflow m\u00e9tier unitaire, bien que l’environnement de d\u00e9ploiement soit h\u00e9t\u00e9rog\u00e8ne dans toutes ses caract\u00e9ristiques principales (donn\u00e9es, utilisation, dispositif d’affichage, mode d’interaction, technologie logicielle, etc.), \u2022 Int\u00e9gration logicielle agnostique par rapport \u00e0 la vertical m\u00e9tier, c’est-\u00e0-dire r\u00e9aliser la preuve de concepts dans un environnement repr\u00e9sentatif pour l\u2019application cibl\u00e9e Par cons\u00e9quent, trois contributions principales sont apport\u00e9es par la th\u00e8se, COMET, AIM-V et IMPULSE. Elles abordent les d\u00e9fis de la planification des m\u00e9dias de mani\u00e8re globale, compl\u00e9mentaire et progressive, depuis la mod\u00e9lisation de la culture d’entreprise et la visualisation adaptative et interactive du contenu jusqu’\u00e0 l’int\u00e9gration transparente des logiciels, comme expliqu\u00e9 ci-apr\u00e8s : \u2022 COMET (Comprehensive open Ontology for Media planning Exchange and execuTion) represente la culture d’entreprise de la planification des m\u00e9dias, servant d’outil conceptuel d’interop\u00e9rabilit\u00e9 entre des donn\u00e9es, des syst\u00e8mes et des modes d’utilisation h\u00e9t\u00e9rog\u00e8nes. \u2022 AIM-V (Adaptive and Interactive Multi-layer Viewer) est un cadre architectural de visualisation modulaire qui s’adapte \u00e0 la plus grande vari\u00e9t\u00e9 de m\u00e9dias et de contenus graphiques (texte, image, vid\u00e9o, graphiques 2D\/3D). Il permet une visualisation adaptative et des modes d’interaction avanc\u00e9s avec l’utilisateur, bas\u00e9s sur des sc\u00e9narii d’utilisation distincts. \u2022 IMPULSE (Interactive Media Plan vizUaLization SoftwarE) int\u00e8gre COMET et AIM-V dans une solution de planification des m\u00e9dias \u00e9volutive et ind\u00e9pendante du domaine. Valid\u00e9e sur des ensembles de donn\u00e9es complexes et sp\u00e9cifiques \u00e0 l’industrie, la th\u00e8se met l’accent sur l’applicabilit\u00e9 de son approche gr\u00e2ce \u00e0 des mises en \u0153uvre pratiques dans divers secteurs verticaux de l’industrie des technologies de l’information et de la communication. Comme toujours, il y a un \u00e9cart important entre la d\u00e9finition conceptuelle et la fa\u00e7on dont la d\u00e9finition est instanci\u00e9e dans des applications r\u00e9elles. La pr\u00e9sente th\u00e8se est d\u00e9velopp\u00e9e \u00e0 l’Institut Polytechnique de Paris, dans le cadre d’une collaboration bilat\u00e9rale avec info3 (https:\/\/www.infocubed.com\/<\/a>), l’un des principaux acteurs fran\u00e7ais du march\u00e9 de la planification des m\u00e9dias. The present thesis is developed in the field of MarTech, a term coined to cover the crossroads between marketing and digital realms and specifically deals with media planning. Media planning focuses on developing strategies and purchasing ad placements to meet the objectives of marketing campaigns and inherits its theoretical and methodological basis from statistics, marketing, sociology, information theory and computer sciences. The computer sciences backbone for media planning is undergoing substantial evolution, that is expected to be multifold, adapting to changes in business culture, finding the trade-off between genericity and specificity for different application verticals and user typologies, and ensuring compatibility with an ever-expanding range of devices and IT technologies. Under such a wide landscape, the present thesis deals with three specific challenges: \u2022 Business culture modeling, i.e. studying whether and how the current evolution in media plan data and its usage can me conceptually abstracted, \u2022 Visualization and interaction, i.e. studying whether and how media planning practices can be accommodated by a unitary workflow, despite the deployment environment being heterogeneous in all of its main characteristics (data, usage, displaying device, interaction mode, software technology, etc.) \u2022 Domain-agnostic integration, i.e. achieving the proof of concepts for an industry relevant media planning visualization solution, according to representative use cases specified by info3. Consequently, three main contributions are brought forth by the thesis, COMET, AIM-V, and IMPULSE. They address media planning challenges in a comprehensive, complementary and incremental manner, from business culture modeling and adaptive and interactive content visualization to seamless software integration, as explained here after: \u2022 COMET (Comprehensive open Ontology for Media planning Exchange and execuTion) encapsulates the media planning business culture, serving as a conceptual interoperability tool among heterogeneous data, systems and usage modes. \u2022 AIM-V (Adaptive and Interactive Multi-layer Viewer) serves as a modular visualization architectural framework that accommodates the largest variety of media and graphical content (text, image, video, 2D\/3D graphics). It enables adaptive visualization and advanced user interaction modes, based on distinct business usage scenarios and device requirements. \u2022 IMPULSE (Interactive Media Plan vizUaLization SoftwarE) integrates COMET and AIM-V into a domain-agnostic, scalable media planning solution. Validated on complex, industry-specific datasets, the thesis emphasizes the applicability of its approach through practical implementations across various MarTech business verticals. As always, there is a significant gap between the conceptual definition and the way the definition is instantiated in real life applications. The present thesis is developed at Institut Polytechnique de Paris, under the framework of a bilateral collaboration with info3 (https:\/\/www.infocubed.com\/<\/a>) one of the French leading actors in the media planning market.<\/p>\n","protected":false},"excerpt":{"rendered":" L’Ecole doctorale : Ecole Doctorale de l’Institut Polytechnique de Paris et le Laboratoire de recherche SAMOVAR – Services r\u00e9partis, Architectures, Mod\u00e9lisation, Validation, Administration des R\u00e9seaux pr\u00e9sentent l\u2019AVIS DE SOUTENANCE de Madame Marina LJUBOJEVIC Autoris\u00e9e \u00e0 pr\u00e9senter ses travaux en vue de l\u2019obtention du Doctorat de l’Institut Polytechnique de Paris, pr\u00e9par\u00e9 \u00e0 T\u00e9l\u00e9com SudParis en : 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Mme Jenny BENOIS-PINEAU<\/strong>, Professeur, Universit\u00e9 de Bordeaux, FRANCE – Rapporteur
M. Patrick LE CALLET<\/strong>, Professeur, Nantes Universit\u00e9 , FRANCE – Rapporteur
M. Thomas WISCHGOLL<\/strong>, Professor, University of Wright, ETATS-UNIS – Examinateur
M. Catalin FETITA<\/strong>, Professor, Telecom SudParis, FRANCE – Examinateur
M. Attilio FIANDROTTI<\/strong>, Ma\u00eetre de conf\u00e9rences, University of Turin, ITALIE – Examinateur
Mme Parisa REZA<\/strong>, Docteure, Info3, FRANCE – Examinateur<\/p>\n\n\n\n\u00ab Repr\u00e9sentation graphique des plans m\u00e9dia et adaptation multi-supports \u00bb<\/h2>\n\n\n\n
pr\u00e9sent\u00e9 par Madame Marina LJUBOJEVIC<\/h2>\n\n\n\n
Abstract :<\/strong><\/p>\n\n\n\n