On October 15, 2024, Hawk DSP, an European digital omnichannel advertising player, announced a strategic technological integration with Deezer, one of the world's top music experience platforms. This collaboration marks a significant advancement in the digital advertising landscape, offering direct access to Deezer's audio and video advertising inventory for all Hawk DSP customers.
Key features of the integration
The newly launched integration brings several benefits to advertisers:
- Direct access to Deezer's audio and video ad inventory
- Optimized campaign execution without additional technological intermediaries
- Availability of Programmatic Guaranteed (PG) options
- Reduced costs associated with technological intermediaries
- Improved allocation of advertising inventory
- Significant reduction in energy consumption and carbon footprint of advertising campaigns
This partnership represents a significant shift in how digital audio and video advertising can be purchased and managed. By eliminating the need for additional technological intermediaries, the integration promises to streamline the advertising process, potentially leading to more efficient and cost-effective campaigns.
Mehdi Aroussi, Senior Director of Global Partnerships at Hawk DSP, emphasized the importance of this development: "This new integration demonstrates our ability to evolve our product to better meet the needs of our customers. Direct access to Deezer's audio and video inventory fulfills our customers' requirements for optimization and profitability while taking into account the environmental aspects of our ecosystem."
Deezer's participation in this integration highlights its commitment to innovation in the digital advertising space. Gautier Drouard, Director of Advertising Operations at Deezer, stated: "At Deezer, innovation is at the heart of all our activities. By being the first music platform to directly connect our own Ad Exchange with a Demand-Side Platform, we are not only making it easier for advertisers to reach their target audiences but also setting new standards in the industry."
Technical details and availability
The integration is now available to all Hawk DSP customers in France and internationally. Key technical aspects include:
- Direct connection between Deezer's Ad Exchange and Hawk DSP
- Support for Programmatic Guaranteed (PG) transactions
- Optimized inventory allocation algorithms
- Reduced technological stack, leading to lower energy consumption
Impact on advertisers
For advertisers, this integration offers several advantages:
- Simplified access to premium audio and video inventory
- Potential for improved campaign performance due to more direct access
- Cost savings from reduced intermediary fees
- Enhanced ability to secure high-quality inventory through Programmatic Guaranteed options
- Improved environmental footprint for digital advertising campaigns
About the companies
Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) has become one of Europe's largest digital advertising and entertainment platforms. The company provides advertisers with efficient access to a global user base through proprietary technology. Azerion's portfolio includes both owned digital offerings and carefully selected entertainment and media partnerships.
Key facts about Azerion:
- Headquarters: Amsterdam, Netherlands
- Global presence: Sales teams in over 26 cities worldwide
- Focus: Creative communication solutions for effective advertising
Deezer
Deezer stands as one of the world's largest independent music experience platforms, connecting fans with artists and creating immersive ways to experience music. The company offers:
- Access to an extensive catalog of high-quality music
- Lossless HiFi audio quality
- Industry-leading features
- Availability in over 180 countries
Key facts about Deezer:
- Founded: 2007 in Paris
- Global presence: Over 600 employees across France, Germany, UK, Brazil, and the USA
- Stock listing: Euronext Paris (Ticker: DEEZR. ISIN: FR001400AYG6)
- Part of: Euronext Tech Leaders Segment
Future implications
This partnership between Hawk DSP and Deezer could set a precedent for future integrations in the digital advertising industry. As companies seek more efficient and environmentally friendly ways to reach their audiences, direct integrations between major platforms and DSPs may become increasingly common.
Key Facts
- Announcement date: October 15, 2024
- Integration participants: Hawk DSP (Azerion) and Deezer
- Key features: Direct access to Deezer's audio and video ad inventory, Programmatic Guaranteed options
- Benefits: Cost reduction, improved inventory allocation, reduced energy consumption
- Availability: France and international markets
- Azerion founded: 2014
- Deezer founded: 2007
- Deezer's market presence: Over 180 countries