Qwarry goes beyond contextual targeting with a new ad targeting offering

With the gradual disappearance of third-party cookies and the decline in consent rates, the volume of users who can no longer be addressed is estimated at nearly 50%. Actors offering contextual targeting are then gaining ground. Indeed, this alternative makes it possible to overcome the growing lack of user data and opens up new growth prospects for the market. To meet this challenge, Qwarry is once again thinking outside the box and evolving its semantic targeting solution by now allowing agencies and advertisers to reach the “tribes” of brands without using user data and thus going even further in the addressability of audiences through context.Qwarry offers targeting around thirty tribes with various characteristics (Fashion addict, Fitness Freak, Foodie, Luxury Lover, etc.) and enriched by age and gender data from individual and anonymized data from Médiametrie //NetRatings' Global Internet Audience measurement.This new approach - which combines advertising performance and respect for privacy - provides even more detailed knowledge of audiences for more precise targeting and optimized brand impact. ” We are delighted to launch this new offer and to be able to allow our customers to benefit from an extended targeting capacity that goes beyond the context. Our teams work every day to facilitate the media purchase of our customers by providing a more detailed knowledge of targeted audiences. Our time marks the end of the use of user data: the volume of user data is already decreasing considerably. Agencies and brands are looking for alternative solutions, starting today. Our technology will continue to adapt and anticipate market developments to meet the needs of our customers. ” comments Julie Walther, co-founder of Qwarry.“In a world that is in fact progressively deprived of user data, the data from our panels, respecting the rules of consent and privacy, representative, measured, audited and cross-device, is more essential than ever. The innovative solution offered by Qwarry places Audience Internet Global data at the heart of the digital advertising ecosystem, for operational and ever more efficient support for our customers. ”, adds Bertrand Krug, Digital & Press Director of Médiametrie.