Azerion Integrates GDR’s Data Into Hawk DSP

by ExchangeWire PressBox on 27th Jan 2026 in News

Today, (27th January, 2026) Azerion, a leading European digital advertising platform, announces the integration of Global Data Resources (GDR) into its Hawk DSP, strengthening its audience targeting capabilities with one of the industry’s most advanced geo-demographic datasets.

This partnership enables Azerion and its Hawk DSP clients 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 provides 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.

DOOH, CTV, audio, gaming, and omnichannel activation

GDR segments target geographic areas rather than individuals, making the integration well-suited for channels such as: digital out-of-home (DOOH); connected TV (CTV); audio; mobile, and display; gaming environments; and 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.

Available across major European markets

The new integration makes GDR segments available within the Hawk DSP in Austria, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, Switzerland, and the United Kingdom.

This rollout provides advertisers with a broad European reach supported by deep consumer insights.

A partnership rooted in proven success

Azerion’s collaboration with GDR builds on a 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 Nordic region.

Following the company’s rebrand to GDR (Global Data Resources) and its expansion beyond the 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, 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," says Gunar Kihl, chief operating officer, Global Data Resources.