Azerion announces the integration of GDR’s data into Hawk DSP, expanding privacy-first geo-demographic targeting across Europe
Amsterdam, January 29 – Azerion, a leading European digital advertising platform, announces the integration of Global Data Resources (GDR) into Hawk DSP, strengthening its audience targeting capabilities with one of the industry’s most advanced geo-demographic datasets.
This partnership enables Azerion teams, as well as external clients via HawkSaaS, to directly access and activate GDR’s rich audience taxonomy during campaign creation, providing more accurate, scalable and privacy-compliant targeting across key European markets.
A Global Leader in Geo-Demographic Intelligence
GDR is a pioneering provider of geo-demographic insights, working with data partners and national statistical offices to build audience segments based on lifestyle, life phases, household characteristics, income, savings, consumer interests and more.
Unlike traditional audience data providers, GDR focuses exclusively on geographical clusters and neighbourhood-level patterns, ensuring:
- No personal data is collected or used
- No reliance on cookies or user IDs
- Compatibility across DSPs, SSPs, social platforms and omnichannel environments
This privacy-first approach aligns with the evolving regulatory landscape and the industry’s shift away from individual-level tracking.
Ideal for DOOH, CTV, Audio, Gaming & Omnichannel Activation
Because GDR segments target geographic areas rather than individuals, the integration is particularly suited for channels such as:
- Digital Out-of-Home (DOOH)
- Connected TV (CTV)
- Audio
- Mobile & Display
- Gaming environments, especially relevant in Nordic markets
- Cross-platform campaigns, enabling consistent audience activation across devices and formats
Additionally, GDR’s ID-free activation framework allows marketers to reach the same audience across multiple ecosystems without compromising privacy.
Now Available Across Major European Markets
With this launch, GDR segments become available in the following countries within Hawk DSP: Austria, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, United Kingdom.
This rollout provides advertisers a broad European reach supported by deep consumer insights.
A Partnership Rooted in Proven Success
Azerion’s collaboration with GDR builds on an already successful history. Under its previous name NDR (Nordic Data Resources), GDR provided some of the most widely used and best-performing data segments within Azerion’s Delta platform, particularly in the Nordics.
Following the company’s rebrand to GDR (Global Data Resources) and its expansion beyond Nordic borders, this new integration represents a significant milestone, strengthening Azerion’s data capabilities across multiple European markets.
“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.
“Our long-standing collaboration with Azerion has consistently shown what’s possible when technology and privacy-first data work hand in hand. Bringing GDR’s geo-demographic segments into Hawk DSP allows advertisers to activate meaningful audience insights at scale, in a way that respects consumers and supports the industry’s shift toward ID-free solutions. We’re proud to deepen this partnership across so many European markets.” – Gunar Kihl, Chief Operating Officer, Global Data Resources
About Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. Azerion brings global scaled audiences to advertisers in an easy and cost-effective way, delivered through their proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.
Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.
For more information visit: www.azerion.com
About GDR
Global Data Resources (GDR) is a geo-intelligence & targeting company helping marketers get results in a privacy-first world. We enable ethical, insight-driven audience segmentation and activation without cookies, creepiness, or compromise. Covering almost 2.5 billion people across 37 global markets, GDR turns location into powerful signals – helping advertisers, publishers, and agencies reach real audiences in the right places, at the right moments.
Our services include Geo-Intelligent Targeting, Lifestyle-Based Audience Segmentation, Market Analysis, and IDfree Activation. Whether for display, video, social, DOOH or CTV, GDR empowers brands to deliver compliant campaigns that maximise reach & ROI, respect privacy, and build trust.
For more information, please visit www.globaldataresources.io.