In the ever-evolving world of data-driven advertising, marketers are constantly looking for the next future-facing approach to reach customers while complying with strict data privacy regulations.
With these business goals in mind, Adsquare is increasingly investing in unique partnerships to offer telco-infused segmentation for more successful targeting experiences. Telco data, also known as mobile network data, is combining movement data with CRM data in an aggregated and anonymised form and connecting it to a geographic level such as postal code.
These geo-located audience segments allow for the indexing of where certain groups are overrepresented during certain moments of the day. This means that programmatic advertisers can understand exactly where their target audiences will be at any given time and target the right local context without relying on cookies, Mobile Advertising IDs, or other identifiers classified as personal identifiable information (PII). As a result, the approach is fully GDPR-compliant and respects the privacy of consumers completely.
Adsquare has recently secured strategic partnerships across markets, respectively with O2 Motion, Skyrise, CKDelta, and Teralytics allowing media buyers to activate telco-infused segmentation for omnichannel campaigns on all relevant Demand Side Platforms via Adsquare´s Audience Management Platform (AMP) and Adsquare´s OOH Planning & Activation Platform.
In summary, leveraging telco data for programmatic campaigns is key because of:
If you’re interested to learn more about our solutions for the planning, activation and optimisation of omnichannel campaigns, please don’t hesitate to get in touch with our data experts here: Get in touch.
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