Azerion simplifies data protection-compliant targeting

Azerion, one of Europe's leading digital advertising platforms, announces the integration of Global Data Resources (GDR) into its Hawk DSP. This strengthens the company's targeting capabilities with one of the most advanced geo-demographic datasets in the industry.

The partnership enables Azerion teams and external clients to directly access GDR's comprehensive audience taxonomy via the Hawk DSP and activate it during campaign creation. This allows for more precise, scalable and privacy-compliant targeting in key European markets.

Geo-demographic intelligence without personal data

GDR is a pioneer in the field of geo-demographic insights. The company works with data partners and national statistics offices to create target group segments based on lifestyles, life stages, household characteristics, income, savings and consumer interests.

Unlike traditional audience data providers, GDR focuses exclusively on geographic clusters and micro-geographic neighborhood patterns. This ensures that no personal data is collected or used, no cookies or user IDs are required and there is full compatibility with DSPs, SSPs, social platforms and omnichannel environments. The privacy-first approach is perfectly aligned with the changing regulatory environment and supports the industry-wide trend away from individual tracking.

Ideal for DOOH, CTV and omnichannel activation

As GDR's segments address geographical areas rather than individual people, the integration is particularly suitable for channels such as digital out-of-home (DOOH), connected TV (CTV), audio, mobile, display and gaming environments. In addition, GDR's ID-free activation approach enables marketers to reach the same target group across multiple ecosystems - while complying with data protection regulations. Cross-platform campaigns can thus be played out consistently across devices and formats.

Available in 13 European markets

With the launch, the GDR segments are available in the following countries within the Hawk DSP: Germany, Austria, Switzerland, Denmark, Finland, France, Italy, Netherlands, Norway, Poland, Spain, Sweden and the United Kingdom. The integration of this solution into the Azerion offering provides advertisers with extensive European reach, backed by deep consumer insights.

Partnership with a successful history

The cooperation between Azerion and GDR builds on an already successful history. Under the former name NDR (Nordic Data Resources), GDR provided Azerion with some of the most widely used and powerful data segments, particularly in the Nordic countries. Following the rebranding of the company to GDR (Global Data Resources) and the expansion beyond the Nordic markets, this new cooperation represents an important milestone that strengthens Azerion's data expertise in several European markets.

"The integration of GDR's advanced geo-demographic data into the Hawk DSP marks a significant step towards privacy-focused, precise audience targeting in Europe," explains Edouard Petitjean, DSP Sales Director Europe at Azerion. "This partnership allows us to offer clients rich, location-based insights without compromising user privacy. This is exactly in line with today's regulatory requirements and the industry's shift away from individual tracking. We look forward to supporting advertisers with scalable, cross-channel solutions that truly understand audiences at a local level."

"Our longstanding relationship with Azerion has demonstrated time and again what is possible when technology and privacy-focused data go hand in hand," adds Gunar Kihl, Chief Operating Officer, Global Data Resources. "The integration of our segments into the Hawk DSP allows advertisers to activate meaningful audience insights at scale - in a way that respects consumers and supports the industry's transition to ID-free solutions. We are proud to deepen this partnership in so many European markets."