New era, new targeting
Since the beginning of digital advertising, cookies and user data have provided a solid foundation for online targeting. But the new regulations implemented for a better respect of Internet users’ privacy (GDPR, CCPA) and the restrictions imposed by browsers (blocking third party cookies within their environments) have a significant impact on their use and more broadly on the digital advertising industry.
Among the solutions that are emerging to help players adapt to the new ecosystem to come, Qwarry is a technology that exploits semantic analysis to perform targeting without cookies or user data. This is one of the reasons why it was named Gartner Cool Vendor in the AI for Marketing category.