BlueStacks.app

Francois Roloff Launches Pyure to Decarbonize Digital Ads

Francois Roloff and Eric Urdahl have launched Pyure in the DACH region to help advertisers decarbonize digital campaigns by measuring, reducing, and controlling emissions. The venture is anchored by a partnership with French startup Impact+, which provides the Environmental Sustainability Platform (ESP) to reduce greenhouse gas emissions without harming campaign effectiveness. Impact+ was founded in 2020 in Paris to foster a more sustainable ad ecosystem. Pyure faces competition from Scope3 and Cedara, which also offer CO2 measurement solutions for advertising. Roloff previously served as CEO of Madvertise until 2023, before Madvertise was sold to Azerion; Urdahl has a background with Madvertise and has been involved with Dmexco and served on the board of IAB Europe. Pyure aims to begin data-driven decarbonization of Europe’s second-largest digital advertising market by 2030.

Azerion Unites Madvertise and Himedia for DACH Dominance

Azerion AG is expanding in the DACH region by integrating Madvertise Media GmbH and Himedia Deutschland AG, forming a unified Azerion entity. Azerion states that strong synergies for media partners have been activated over the past year and that the merger will reinforce its mission to be the preferred partner for advertisers seeking a high-impact, cost-efficient, and brand-safe digital environment. The combined group aims to establish a stronger presence across Germany, Austria, and Switzerland, with Azerion’s network reaching more than 70 million monthly unique users. About 50 employees across Düsseldorf, Berlin, Munich, and Hamburg will serve advertisers and publishers from the entire DACH region, offering a broad spectrum of ad products and ad-technology solutions along the value chain. Madvertise, founded in 2008 in Berlin, specializes in mobile advertising and mobile-rich media, Pre-Rolls, and bespoke placements, operating mainly in France, Germany, and Italy. Himedia Deutschland AG adds High Impact digital marketing expertise to Azerion’s portfolio, reinforcing its DACH capabilities.

2023 Digital Advertising: Data Trends Redefine Marketing Strategies

ADZINE outlines six data-driven trends shaping digital advertising in 2023, driven by tighter privacy rules and reduced reliance on personal data. As data access narrows, marketers will increasingly source data from non-marketing domains (logistics, sales, finance) and require clean, harmonized databases, ad-hoc querying, and dashboards to measure cross-channel performance and activate audiences. Contextual targeting is set to replace much of cookie-based methods, using usage context, semantics, environment, real-time analysis, and signals such as weather and location, including connections between online and offline channels like DOOH. Panellist data and movement data enable location-based targeting without online IDs, supporting omnichannel campaigns. Algorithmic Attribution—combining traditional statistics (MMM) with ML—will gain importance as third-party cookies fade, improving sales forecasts and enabling more precise media planning. Finally, data alliances among publishers and stronger collaboration will drive open-internet spending and push towards GDPR-compliant data strategies, with industry bodies like IAB shaping universal ID debates.