G. BERTHON (Qwarry): "Starting now, brands must implement a strategy for the 2024 Olympics.

‍‍Article initialement publié sur MédiaCom. 

MEDIACOM’ How does this offer help to reach better audiences?

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Geoffrey BERTHON Combining human expertise and technological tools, Qwarry's teams have created a "Sports & Athletes" category consisting of more than 32 semantic models corresponding to a wide variety of sports themes. These semantic models optimize campaign targeting by reaching the most suitable audience, without using third-party cookies. This means targeting a predefined category of individuals based on the semantic context of the content. These semantic profiles are also enriched with age and gender data, creating 30 contextual audiences to increase precision and provide a deeper understanding of the targeted audiences.

MEDIACOM’ Does this offer represent a significant investment for advertisers?

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Geoffrey BERTHON During the Olympic Games, advertisers need to invest more to increase their visibility in programmatic advertising. This additional cost is not related to our service or technology but rather to the scale of the event. Given the increased competition for these ad spaces, our offer stands out by enabling more precise targeting.

MEDIACOM’ How are these semantic data collected and analyzed?

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Geoffrey BERTHON Qwarry has developed its own technology to support advertisers and publishers in optimizing their campaigns, allowing them to increase the reach of their advertising message and to target 100% of their captive audiences. Through our proprietary semantic targeting and analysis tools, we collect, test, and analyze data to create advertising offers without any user data, based solely on the contextual and semantic relevance of a webpage, in line with CNIL recommendations.

MEDIACOM’ When is the best time to communicate around the Olympic and Paralympic Games?

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Geoffrey BERTHON Our teams work to simplify media buying for our clients. The challenge is to provide them with a deep understanding of the contextual audiences they are targeting, and to do so, we must enable them to adapt their targeting strategy based on the semantic models that stand out during specific periods. In this case, brands need to implement a strategy for the key moments of the 2024 Olympics as early as now. We will be able to conduct performance analyses over time to help advertisers align their campaigns with emerging trends.