Adloox, the leading European ad-verification platform, and Qwarry, the advanced platform for targeting and semantic analysis, are joining forces to offer attention-based segments on major DSPs, SSPs and Ad Servers digital marketplaces. This allows advertisers to use content-based contextual targeting while targeting premium domains and URLs, curated using Adloox’s attention methodology, prioritizing pages and placements with maximum attention potential.

A partnership designed to provide seamless activation on premium contextual inventory

Thanks to this unique partnership, traders and advertisers can now activate Adloox data via the digital marketplaces of Equativ, Microsoft Xandr, Criteo, or Pubmatic. The partnership enables the integration of attention scores generated by Adloox with Qwarry's contextual data. These combined data are then distributed to the various partner marketplaces for optimized pre-bid activation.

Qwarry and Adloox have collaborated to merge their two technologies on the digital marketplaces where Qwarry is already active. This collaboration maximizes the efficiency of campaigns by combining contextual targeting and attention scores. Adloox technology generates attention scores per URL, which are then shared daily with Qwarry. These data are integrated into Qwarry's contextual segments and automatically sent to the various partner SSP/DSP marketplaces for pre-bid activation.

The partnership between Qwarry and Adloox allows advertisers to maximize the impact of their advertising campaigns through a unique combination of pre-bid attention and highly relevant contextual environments. This fusion of expertise helps brands reach their audience in the most engagement-friendly contexts.

Adloox Attention Score is built using industry standards, user engagement proxies, and accredited or auditable metrics to develop attention scoring for each impression and to calculate attention potentials for each URL, webpage and ad placement. Using our unique probabilistic methodology and post-impression data from analyzing millions of impressions for over 300 customers, we can determine the average level of attention an ad may receive. This is based on factors such as ad placement size and screen ratio, invalid traffic levels, contextual analysis for brand safety, and time-in-view and engagement details provided by our real-time analytics.

"Adloox brings the richness of its expertise in measurement tools. We are very proud to see this collaboration come to fruition, not only because it allows us to meet the needs of our clients, but also because it reflects a shared vision of more ethical advertising!"

"After several years of announcements – and delays – the end of third-party cookies has finally been confirmed this summer by Google, paving the way for a new advertising paradigm where effectiveness and user consent are equally important. The end of third-party cookies is now a reality, not just a distant future. This forces all advertisers to completely rethink their methods or accelerate their transition to a cookieless world. The partnership we have just established with Adloox aims to address this dual requirement of performance and respect for privacy standards! Accredited by the US regulator MRC (Media Rating Council), Adloox brings the richness of its expertise in measurement tools. We are very proud to see this collaboration come to fruition, not only because it allows us to meet the needs of our clients, but also because it reflects a shared vision of more ethical advertising!" says Geoffrey Berthon, co-founder of Qwarry.

To learn more about our attention methodology, click here.

Qwarry, the ideal partner to offer unique, built-in targeting capabilities on ad platforms

Qwarry offers a solution based on deep semantic analysis, enabling advertisers to better understand and target their audience without relying on personal data. This platform aligns with the growing trend towards privacy-friendly advertising technologies while delivering optimal campaign performance across various digital platforms such as the web, CTV, and mobile apps. 

Qwarry provides comprehensive support for advertisers, from audience targeting to campaign performance analysis. By focusing on semantic context, the platform enables more relevant and effective ad delivery, ensuring better control over the message and its impact. This solution is particularly important as privacy becomes a crucial factor in developing advertising strategies. With "Reveal” by Qwarry, advertisers can navigate this complex environment with a technology that combines performance and ethics.

“Brands need access to safe, relevant ad inventory with the best potential for results. The Open Web offers a vast and ever-evolving catalog of sites, apps, and TV placements, but advertisers often lack ways of delivering in the most efficient manner, especially in a cookieless context. For 15 years, we've built and deployed our tech stack to protect clients from ad fraud, optimize viewability, and ensure brand safety. This has enabled us to develop an effective attention potential scoring system based on proven and standardized data points.” says Romain Bellion, CEO & Co-founder at Adloox. “It was natural for us to partner with Qwarry, a specialist in semantic targeting, to allow advertisers to optimize their campaigns with segmentation that prioritizes the most premium placements on the best URLs. This is achieved by combining our deterministic attention scoring with Qwarry's highly effective contextual targeting.”

Visit Qwarry website →

💡 Learn how to activate Adloox+Qwarry segments on Xandr, Equativ and others in our Learning Center.