Human understanding in the advertising world: Contextual targeting with psychographic insights

Adform, the most powerful and secure media buying platform, and AdTech company True Relevance, provider of psychographic contextual targeting solutions, are entering into a technology partnership. For the first time, psychographic contextual is now available as a standardized and customizable targeting option for campaigns via the Adform platform.

Agencies and advertisers thus have next-generation data segments at their disposal for the management of programmatic display, moving image and mobile campaigns - scalable, cookieless, psychographically precise and privacy-first.

In future, advertisers will be able to access extensive psychographic data via the partnership in order to address relevant target groups with pinpoint accuracy. This will enable previously unused «no-ID traffic» to be used efficiently and effectively for campaigns. It is estimated that no-ID traffic now accounts for more than half of all traffic - which can be effectively addressed again with Psychographic Contextual.

Understands human motives and attitudes

True Relevance's AI understands the human motives and attitudes conveyed in content - and uses this understanding to precisely connect campaigns with the appropriate environments. This collaboration is particularly beneficial for agencies and advertisers looking for effective cookieless targeting options, as well as publishers looking to effectively utilize their non-ID inventory.

Alexander Weißenfels, VP DACH at Adform, explains: «By integrating True Relevance, we are enriching our platform with an innovative, AI-supported psychographics approach. This enables precise and privacy-compliant targeting. Data protection is essential today, and we continue to offer agencies and brands new opportunities to realize effective campaigns on the open web. Our aim is to combine technological excellence with responsibility.»

Jörg Vogelsang, Chief Growth Officer and Managing Partner at True Relevance, adds: «Our goal is to offer brands comprehensive reach relevance. Our partnership with Adform represents a privacy-centric approach without the use of user IDs. In the changing open web, we create new opportunities by deriving relevance from user psychographics. In the changing open web, we enable relevance through psychographically informed context analysis, not individual profiling. The upheavals in online marketing offer the opportunity to redesign the advertising system. The future of digital advertising lies in a deep understanding of content, situations and human motives, which enables brands to connect more strongly with their target groups.“

Adform is the most powerful and secure media buying platform in the world. For over 20 years, Adform has provided advertisers with unparalleled customer service and cutting-edge technology. Major brands, agencies and publishers worldwide rely on Adform for their digital advertising.  http://www.adform.com.

The adtech company True Relevance, founded in Hamburg in 2024, uses neural networks to bring human behavior back to the heart of digital advertising with the help of data: scalable, cookieless, psychographically precise and privacy-first. The approach recognizes the drivers of human behaviour by analysing content, brands and target groups along psychographic patterns. Further information can be found at www.true-relevance.com