The CESP carries out the first audit of a contextual targeting solution with Qwarry

The announced disappearance of third-party cookies has generated numerous initiatives in terms of innovation in the field of advertising targeting, one of the areas of development of which is contextual analysis. This approach consists in automatically analyzing the content of websites to offer Internet users advertising impressions in line with the targeting of campaigns. This technology allows businesses to no longer be dependent on personal data to successfully carry out their digital advertising..Qwarry wanted to call on a third and impartial player, the CESP, to conduct an audit of its solution. The audit focused on the engine for classifying Internet pages addressable by DSPs into categories useful for advertising targeting. This engine is based on algorithms from the field of Data Science in text analysis: NLP (Natural Language Processing). The CESP considers Qwarry's contextual targeting solution to be satisfactory on scientific aspects and highlights the transparency provided to its customers. In addition to the audit of statistical models, the CESP was interested in setting up the training base. Indeed, the algorithms used by Qwarry are learning methods, they are based on training data composed of texts belonging to known advertising categories. The CESP has issued recommendations on this basis, which must be rigorously constructed and updated to ensure the performance of targeting over time.. ” Contextual targeting is a key issue in digital advertising in a world in constant flux, both legally and in terms of future technological developments. With this first audit of a pure player solution, the CESP is supporting the market in understanding these new players. Thus, he independently evaluated Qwarry's approach by observing its entire value chain and produced a report whose conclusions were shared at Collège Data. ” Explain Olivier Hays, data science director at CESP. ” We are proud to be the first player to have a semantic targeting solution audited. Transparency is one of the foundations of Qwarry, we place it at the heart of our customer relationship. Our proprietary technology allows advertisers and agencies to improve their performance at a time when the advertising industry is facing numerous challenges. The CESP audit confirms the power of our technology, which evolves every day to contribute to the success of our customers. ” adds Julie Walther, co-founder and COO of Qwarry.Methodology:The audit took place between September 2021 and January 2022 and consisted of the analysis of the methodology supplemented by access to the Qwarry program code with the possibility of reproducing the calculations independently. The CESP has thus deployed, its scientific audit protocol, contextual and semantic targeting solutions.