Old Spice’s new “Mom Song” campaign shows how nostalgia and cultural insight create powerful marketing. Instead of targeting individuals, brands can reach audiences by understanding where behaviours happen. Discover how geo-intelligence reveals audience hotspots - and why advertising with integrity means focusing on patterns, not people.

February's newsletter is out with a Zlatan'ish kick to our Football World Cup audience segments - live in marketplaces & platforms. Read about why, how, and when to target World Cup activities and get your data in order. We rely only on ethical, compliant data sources to deliver regional profiling & cross-market scalability during the biggest sporting event of the year.

We’re more than proud to share that GDR’s geo-demographic audience data is now integrated into Azerion’s Hawk DSP, enabling privacy-first targeting across multiple key European markets.

To us at GDR, AI-powered search is changing how influence happens. Not eliminating it. We see patterns. Not people. And in an AI-shaped world, patterns matter more than clicks when we build for decisions made by humans, algorithms, or both.

In our October edition of idfree insider, we explore how pet ownership is shaping consumer behaviour and how marketers can reach this high-engagement audience without relying on cookies or IDs.

Discover how GDR’s geo-based audience data helps brands reach cat and dog owners without cookies. Explore behavioural insights, lifestyle patterns, and activation strategies in the fast-growing pet economy.