Adsquare, the mobile audience data firm, recently launched its new self-service Audience Management Platform (AMP) that puts marketers in charge of managing data. The new tool allows advertisers to create and combine data points from trusted data partners and activate them using their preferred buying platform. This makes for a more effective cross-platform solution to reach consumers.
Adsquare launches Audience Management Platform
Sebastian Doerfel, COO, Adsquare, says:
“In today’s programmatic environment, data is as important as media itself. The addition of mobile and offline data creates new challenges for advertisers. Our Audience Management Platform enables advertisers to effectively navigate the tsunami of data that’s available for mobile programmatic advertising and provides marketers a truly holistic view of their customer.”
Adsquare says that privacy is at the core of its solutions as it has matured from location-focussed audience targeting to broaden its services. The new AMP also offers audience templates as well as the option to tailor audiences for specific brand needs. Reach and costs remain transparent.
Tom Laband, CEO and Co-Founder, Adsquare, adds:
“More data also means new challenges and choices for advertisers. Get it right and bridge the mobile, online and offline realms and the result is a tidal wave of data that can power more effective mobile programmatic advertising.”
In order to provide more powerful data, Adsquare announced that it had also signed a number of top quality data providers to build a stronger portfolio for mobile audience targeting. These include Acxiom, Eventful, Experian, Nokia HERE and The Weather Channel. Carsten Diepenbrock, Managing Director, Acxiom Germany, says:
“Acxiom connects data independent of channel and device with the goal to reach the customer and to optimize their experience. On-boarding this via platforms like adsquare fuels the programmatic advertising ecosystem and unlocks untapped revenue streams.”
The new platform is being released in beta during the last quarter of 2015, spanning UK, France, Germany, Italy, Spain, Austria and Switzerland. After successfully launching offices in London, Paris and headquarters in Berlin, the company now looks to expand into the US.