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Adsquare Launches “Audiences in Motion” and Reinvents Geo-contextual Targeting for Mobile and DOOH Advertising

30 November 2020, Monday | By: Giulia Grazzini
5 min read
Adsquare Yahoo Omnichannel DOOH

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

Marketers are always in the lookout for new solutions that help them predict human mobility and reach their audiences more effectively. In our constant effort to facilitate geo-marketing strategies, we have developed “Audiences in Motion” as a new offering within Adsquare´s Proximity Targeting product. This solution is actionable via pre-bid API integrations in all relevant DSPs. 

For the “Audiences in Motion” segment, Adsquare combines mobile audience data with SDK-derived background movement data and connects the corresponding audience segments to country specific geometries and OOH locations. For each segment, Adsquare calculates indexes based on the ratio between all users seen within a geographic area and the desired audiences. These calculations allow Adsquare to score each audience segment for each geometry and for each hour of the day. For full control about quality and reach, marketers are able to change the index values in Adsquare’s self-service platform. Adsquare understands what parts of cities are more visited when and by whom, enabling marketers to run targeted ads in real-time with a lot more precision. 

Adsquare is the only data company to offer real-time location-contextual targeting solutions with global scale in more than 20 countries. Location contextual targeting works without cookies or Mobile Advertising ID and is therefore privacy compliant by nature.  

In short, our technology enriches mobile devices’ or DOOH screens’ geo-location sent in the bid request with spatial data in real-time. This way, advertisers can reach audiences or OOH screens based on their location context in the moment of an ad impression, allowing a more significant and personalized advertising impact. 

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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