Emetriq partners with Xandr to bring a contextual targeting offering to market
Emetriq has integrated into Xandr’s DSP, Xandr Invest, as well as Xandr Curate as a real time data provider (RTDP)
GERMANY, 7 September: Emetriq, part of Deutsche Telekom, specialists in data-driven online marketing and one of the leading providers of targeted advertising in Germany, and Xandr, AT&T’s advanced advertising company, today announced that Emetriq is offering their contextual real time targeting (CRTT) to Xandr Invest buyers.
Xandr and Emetriq have been long-term partners with the latter having offered their audience segments to Xandr’s DSP clients for a long time. This partnership has expanded the relationship into a real time integration that goes beyond audience and offers contextual targeting. Additionally, Emetriq will also be using Xandr’s solution Xandr Curate to extend their reach to buyers on other DSPs.
Emetriq’s CRTT addresses users solely based on contextual signals, amplifying the reach of campaigns beyond targeted audiences. For this, emetriq’s artificial intelligence applies semantic signals like the URL, device used, content or time of visit to segment and target users into over 100 relevant categories – all in real-time. With the deprecation of third-party cookies on the horizon, marketers need to adjust buying strategies to ensure their programmatic advertising investments remain effective and efficient, reaching customers across screens in a non-intrusive and privacy-safe way. In fact, in 2021 30% of both mobile and desktop traffic were not addressable and predictions expect a significant growth of non-addressable traffic in 2022. Emetriq’s contextual targeting solution available to Xandr buyers is future proof in this sense as it works without third-party cookies or any other identifiers and so provides a targeted offering to marketers looking for their next solution.
“Emetriq has been a key partner for Xandr – with the relationship dating back to 2013. We’re really excited to bring an innovative offering with them to market through our Invest DSP and Xandr Curate allowing our customers to experience a new contextual targeting solution,” comments Marius Rausch, GM, Central Europe, Xandr.
“With our contextual targeting solution, we are able to offer targeting based on semantic analyses of the website as well as on the basis of learned knowledge from the largest German data pool. This is because we can apply trained models in real time without third-party cookies,” adds Peter Lorenz, Product lead, Emetriq. “For our customers this means the possibility to advertise on product or brand relevant environments in addition to being able to target socio-demographic characteristics in cookie-less environments. By means of a real-time integration, all targeting’s will now be available on both Xandr Invest and Curate.”
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.
We take programmatic advertising and make it more relevant, more targeted, and more equitable. As specialists in data-driven online marketing and one of the leading providers of targeted advertising in Germany, we combine the reach of best-in-class marketers with the hard facts and intent data of big-name suppliers in what is the country’s largest data pool. A subsidiary of Deutsche Telekom, we are also the initiators of the first deterministic cross-device network in Germany.