Adsquare, the mobile-first data exchange, has launched real-time location-based targeting globally, expanding its services to 60 countries across the EMEA, APAC and the Americas.
The company provides Proximity Targeting that lets advertisers reach audiences based on their location at a certain moment in time. The product integrates offline data that puts users into a geographical context based on their home and work lives.
The data is then added to real-time location data and integrated to its pre-bid demand side platforms. The product is GDPR-compliant because no personal data is needed.
“Advertising that is customised to the geographical context of users leads to a higher brand impact and boosts drive-to store campaigns,” explained Tom Laband, CEO and co-founder of Adsquare. “As a data marketplace, we give our clients the choice to work with best-in-class partners, depending on their intended use case.”
Marketers can access Proximity Targeting via the company’s self-service tool – the Audience Management Platform. Existing data partners include Here, Experian, Acxiom, Mastercard, WeatherFX by IBM, and Spatial.ai.
Vodafone is among the first clients to notice a considerable improvement using Proximity Targeting when it ran a drive-to-store campaign.
“Proximity targeting has become a key strategy for us and Adsquare helps us to leverage the best-in-class datasets,” said Sven Stuehmeier, group leader digital & tech at Vodafone.
Founded in 2012, Adsquare enables data providers to upload segments to geographical segments of their choice. And providers can manage how data is displayed and controlled.