Qwarry launches contextual targeting for in-app and CTV

Article originally published on JDN.

Qwarry opens up to new channels with contextual targeting

In a context where advertising investments are turning away from the open web, Qwarry is extending its contextual targeting offer to in-app and CTV. According to Geoffrey Berthon, CEO of Qwarry, this extension meets the growing demand from advertisers for omnichannel solutions, especially on platforms where audiences are migrating massively, such as mobile applications and streaming services. The integration of advertising identifiers with their contextual technology makes it possible to link the behaviors observed on the web to advertising impressions on environments such as connected television or applications. This innovation ensures continuity in advertising targeting, while adapting to consumer expectations in terms of privacy.

The importance of advertising identifiers in omnichannel targeting

Although positioned as a cookieless solution, Qwarry uses advertising identifiers to connect various environments. This approach guarantees relevant advertising, as illustrated by an example given by Geoffrey Berthon: a user planning a trip on their computer will be able to see targeted ads on their connected television based on their searches. Qwarry is working with partners like Xandr and Equativ to ensure this technical transition and offer advertisers extended targeting capabilities, integrating platforms like Netflix, Disney+, and AVOD channels.

Prospects and ambitions

Thanks to this strategy, Qwarry plans to triple the advertising budgets entrusted to it. Its ambition is to become a key partner for advertisers seeking to operate contextual campaigns on several channels, while maintaining high added value thanks to its semantic and contextual overlay.