This partnership will allow buyers to conduct semantic targeting campaigns using Xandr Invest and any other DSP integrated into Qwarry's PMP offering, supported by Xandr. Buyers will be able to activate personalized audience segments allowing them to reach the most relevant audiences. The hyper-contextualization technology developed by Qwarry is capable of fully understanding the editorial context of a web page and thus assigning it semantic multi-scoring. This offer, which combines semantic analysis and brand suitability, provides advertisers with precise targeting and control of their distribution contexts without using cookies or personal data.Geoffrey Berthon, CEO and Founder of Qwarry underlines:” Qwarry's mission is to offer a universal targeting solution without any user data. Thanks to our partnership with Xandr, buyers and publishers who use the Xandr platform will now have the ability to use our technology without any additional technology implementation costs.”Paul-Antoine, VP and Managing Director, Southern Europe, Xandr said:” We are happy to partner with Qwarry in order to offer our customers programmatic semantic advertising campaigns. Through this integration, Xandr continues to improve and diversify its technological solutions to enable advertisers to achieve their goals without the use of third-party cookies. ”.About QwarryFounded in 2019, Qwarry is the first cookieless semantic marketing platform. Following the latest recommendations from the CNIL on user consent and the announced disappearance of third-party cookies by browsers, Qwarry is reinventing advertising targeting by placing respect for privacy at the heart of media strategies. Qwarry makes it possible to increase the reach of advertisers' advertising message by targeting Internet users when their maximum attention is on a given subject without using or collecting personal data.About XandrXandr is creating a unique solution for advertisers and publishers through consumer insights and technology built on the buy-side and sell-side innovations that AppNexus has delivered over more than a decade. As a leader in TV advertising, our premium video marketplace Community offers large-scale audiences in a brand safe environment. Xandr Invest, our unified buying platform, allows buyers to target relevant audiences across all mediums. Xandr is rooted in a tradition of using data responsibly. For over 143 years, AT&T has used data and technology to inform and improve the user experience.
À lire aussi
Adtech: let's make gender parity a priority - Julie Walther, Qwarry
Julie Walther, co-founder of Qwarry, is calling on the adtech industry to make gender parity a priority. It highlights the importance of inclusion, diversity, and the fight against inequalities to create a more equitable and efficient sector.
The end of third-party cookies: an innovation opportunity for advertising
The article discusses the surprise caused by Google's decision to postpone the end of third-party cookies, stressing that this does not prevent their gradual disappearance. Advertisers need to adapt their strategies by investing in cookieless solutions. Emphasis is placed on the importance of innovation in this context.
