For users, this means high-quality, personalised content across a wider network of publishers. For publishers, the data collected improves programmatic advertising and monetisation. It allows publishers to connect, share tools and campaigns, and learn from each other. In the future, LoVer will serve as the basis for paywall payments.

“We know that cookies used to identify the user will disappear soon and we need to create an environment in which as many people as possible will be signed in, so we can still segment our users,” says Miguel Madrid, Chief Digital Officer at Henneo. He predicts the company will diversify ways to monetise the aggregate data from LoVer. “We will also soon be selling new products, such as video streaming and native advertising.”