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GDR x Azerion: Privacy-First Targeting at Scale, Now Live in Hawk DSP
- GDR
- 8 hours ago
- 3 min read
There’s a quiet shift happening across European advertising.
Not the loud “new tool” kind of shift, but the foundational kind. The one where targeting becomes smarter, measurement becomes more sustainable, and performance is no longer built on personal data.
That’s why we’re 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.
From ID-based targeting to location-based intelligence
For years, audience targeting was shaped by cookies, IDs, and individual-level tracking.
But the industry is moving on, driven by regulation, platform changes, and a growing demand for transparency.
What’s emerging in its place is something better: targeting built on real-world patterns instead of personal profiles.
At GDR, we focus on geo-demographic intelligence: helping brands understand audiences through neighbourhood-level clusters and lifestyle signals.
This means our segments are designed for performance in an ID-free world:
No personal data is collected or used
No reliance on cookies or user IDs
Compatible across DSPs, SSPs, social platforms and omnichannel environments
In short: better signals, without the creepiness.
Now available directly in Hawk DSP - during campaign creation
One of the most important parts of this integration is when and where the segments become available.
With GDR now integrated into Hawk DSP, Azerion teams and HawkSaaS clients can access and activate GDR’s audience taxonomy directly during campaign setup.
This makes privacy-first targeting a seamless part of planning and execution.
That unlocks something brands have been asking for more and more: accurate targeting that scales - without sacrificing compliance or consumer trust.
Integrating GDR’s advanced geo-demographic data into Hawk DSP marks a major step forward in delivering privacy-first, precise audience targeting across Europe,” said Edouard Petitjean at DSP Sales Director Europe at Azerion. “This partnership enhances our ability to offer clients rich, location-based insights without compromising user privacy, perfectly aligning with today’s regulatory landscape and the industry’s move away from individual-level tracking. We’re excited to empower advertisers with scalable, cross-channel solutions that truly understand audiences at the neighbourhood level.
Interested in our take on neighbourhoods?
Please see our introduction: Why Neighbourhoods Matter.
Built for modern channels: DOOH, CTV, audio, gaming, and omnichannel
The advantage of geo-demographic audiences is that they aren’t tied to one device graph or one identifier.
They’re built around real-world context, which makes them especially strong in environments where individual-level identifiers are limited or inconsistent.
That’s why this integration is a natural fit for channels like:
Digital Out-of-Home (DOOH)
Connected TV (CTV)
Audio
Mobile & Display
Gaming environments
Cross-platform campaigns
In other words, the channels where reach matters, attention matters. And privacy-first execution matters even more.
And because GDR segments target geographic areas rather than individuals, advertisers can activate consistent audience strategies across multiple formats while staying aligned with the direction the ecosystem is moving.
Available across major European markets
This integration is built for scale.
GDR segments are now available within Hawk DSP across:
Austria, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden, Switzerland, and the United Kingdom.
That’s a significant step forward for advertisers and agencies who need:
consistent audience definitions across markets
trusted data foundations
and the ability to activate with speed across Europe
The bigger picture: performance doesn’t need personal data
This announcement matters because it proves that privacy-first doesn’t mean performance-light. If anything, the opposite is true.
When audience strategy is built on:
robust geo-signals
real consumer patterns
transparent methodologies
and scalable activation
...you don’t lose performance. You lose noise.
And you gain something far more durable: a targeting foundation that’s built for the next decade of advertising.
What’s next
We’re excited about what this partnership enables for brands across Europe, especially those already investing in: omnichannel planning, cookieless growth strategies, and performance marketing built on trust.
❤️ To the Azerion team: thank you for moving fast, building thoughtfully, and proving what privacy-first targeting can look like at scale.
And to advertisers: if you’re ready to activate smarter audiences without compromising privacy - we’re ready.
GDR - We see patterns. Not people.
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