The partnership will allow buyers to run contextual targeting campaigns through Xandr Invest and through any major DSP participating in Qwarry’s PMP offering, which is supported by Xandr. Buyers will be able to activate a customized set of audience segments allowing them to reach audiences that are valuable to their brand.
By leveraging hyper-contextualized technology and providing a multi-content semantic rating, Qwarry’s crawling technology extracts information on the web page’s editorial content without using any personal data. This offering, using semantic analysis coupled with brand suitability, ensures advertisers precise targeting and context mastering.
Geoffrey Berthon, CEO and Founder, Qwarry, adds: “Qwarry’s mission is to offer a universal targeting solution without relying on user data. Thanks to our partnership with Xandr, buyers and publishers that are using Xandr platforms will now be able to use our technology without any additional implementation efforts or costs.”
Paul-Antoine, VP and Managing Director, Southern Europe, Xandr comments: “We are pleased to be partnering with Qwarry to offer semantic programmatic advertising campaigns to our customers. Through this integration, Xandr continues to enhance and diversify our technology solutions so advertisers can meet their goals without relying on third-party cookies.”
A business unit within AT&T, Xandr powers a global marketplace for premium advertising. Our data-enabled technology platform, encompassing Xandr Invest and Xandr Monetize, optimizes return on investment for both buyers and sellers. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
Founded at the beginning of 2019, Qwarry is the first cookieless semantic marketing platform. Following the CNIL’s latest recommendations on user consent and the announced disappearance of third-party cookies by browsers, Qwarry is reinventing advertising targeting by putting privacy back at the center of media strategies. Qwarry makes it possible to increase the reach of the advertisers’ advertising message by targeting Internet users when their attention is at its peak on a given subject without using or collecting any personal data.