Welect and Azerion expand strategic partnership: Choice-Driven Advertising now programmatically bookable

The platform, which specializes in omnichannel advertising, now enables the programmatic booking of choice-driven advertising campaigns - in compliance with data protection regulations, without cookies and in real time.

The collaboration gives advertisers access to 100% of all target groups despite signal loss: Campaigns are played out based on primary real-time data from millions of people - completely without cookies or IDs, but with maximum relevance and reach. The service is also available in Austria.

"Thanks to Azerion's DSP Hawk, we are creating another powerful connection in our network to offer advertisers a future-proof and effective alternative in digital advertising," says Olaf Peters-Kim, Managing Director of Welect.

Welect pursues an innovative marketing approach that puts the user at the center and gives them the opportunity to decide on their own advertising consumption. As Welect's solution invites interaction through advertising self-determination and increases user engagement, the overall viewer experience is improved. And as a result, campaign performance is also improved," explains Mehdi Aroussi, Senior Director Global Partnerships at Azerion.

The integration is a further step towards an open, sustainable advertising ecosystem with a focus on user decisions and transparency.

Relevance despite signal loss - with primary real-time data

Choice-driven campaigns can now be booked and played out programmatically via Azerion's DSP - based on primary real-time data instead of probabilistically calculated target groups from multiple enriched third-party sources, which are often only indirectly relevant for advertising. This high-quality primary data is generated directly from active user interaction with the advertising and therefore forms a particularly reliable and data protection-compliant basis for precise targeting.

Welect's programmatic approach in collaboration with Hawk DSP enables brands to achieve maximum reach and advertising impact - without compromising on data protection and consistently user-centric.

"Choice-driven advertising also helps advertisers to better understand users' ad preferences and provides valuable insights into which products are relevant to users at that exact moment. This real-time data can be perfectly integrated into omnichannel marketing strategies via Hawk in order to target users with highly relevant ads across all media." concludes Mehdi Aroussi, Senior Director Global Partnerships at Azerion.

Image credit: Azerion/Welect