Making advertising smarter and more targeted

The Context

A major European press and media group offers advertising services across a wide range of channels, including newspapers, radio, TV, and digital platforms, to business clients. As demand for targeted, data-driven advertising grew, the company faced two major challenges within its advertising ecosystem: improving usability for small business advertisers and unlocking the full value of customer data to enable highly granular audience targeting.

The Logic

To remain competitive, the media group needed to remove barriers to campaign creation while simultaneously strengthening its data foundations. This meant combining state-of-the-art AI capabilities with scalable, maintainable architectures, ensuring solutions could evolve alongside business needs and advertiser expectations.

The Solution

Euranova supported the media group through two complementary projects, each addressing a critical building block of its advertising strategy.

1. Generative AI image processing Suite

The customer’s online platform for creating ad campaigns imposed technical image-processing constraints that frustrated small businesses. Many lacked the expertise to meet formatting and editing requirements, leading to abandoned campaigns and lost customers.

Euranova designed and built a Generative AI Image Processing Suite, replicating state-of-the-art models for tasks such as image reframing and background removal. These capabilities were deployed via a microservices architecture, allowing each feature to operate independently while remaining easy to scale and maintain.

2. Customer profile enrichment for targeted advertising

The media group aimed to offer highly targeted B2B advertising campaigns based on audience data, for example, enabling advertisers to reach “women aged 25–35 interested in outdoor sports.”

Euranova developed a core building block of the final targeting solution, focused on collecting and linking behavioural data and metadata from multiple sources (clicks, profiles, reading behaviour, and more). Despite the challenge of reconciling multiple identifiers across platforms, the delivered solution provides:

• A centralized ETL pipeline that consolidates and enriches customer profiles.
• Clean, structured outputs made available to advertising systems.

Advertisers can now precisely define and refine their target audiences using reliable, enriched customer insights.