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An Introduction to Proximity Targeting by Adsquare

14 June 2021, Monday | By: Giulia Grazzini
10 min read
work-life balance

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.

Nadia Daboussi, Senior Account Manager at Adsquare answers some key questions on our Proximity Targeting solution.

Check out her answers in the video or read the interview below. For even more insights you can download our Whitepaper on Location Context 2.0

What exactly is Proximity Targeting?
Proximity Targeting is a dimension of contextual intelligence. It allows advertisers to reach audiences based on their location context in the moment of ad impression. Some might refer to it as Location Targeting or Geo-Contextual Targeting. 

Why is Proximity Targeting relevant in the industry today?
Understanding the real-time location and context of consumers helps advertisers deliver more relevant campaigns as their products or services are likely to be top of mind. Since advertisers can no longer use cookies and the reach of advertising IDs continues to decline, the context of location is becoming more important. 

What data does Adsquare use for Proximity Targeting?
Proximity Targeting relies on spatial data which is offline data connected to a geographical location. Spatial data can include information on places, household, social media behavior, purchases, weather conditions, or human mobility. 

Can you give us a concrete campaign example?
IKEA activated a Proximity Targeting campaign with us to reach consumers within an area of 1 to 3 km around their retail stores and increase footfall. By activating custom spatial datasets via the Adsquare platform, not only could IKEA conquer the competition but they also registered a store visit uplift of 100% – measured via our Footfall Measurement solution – which is an excellent result.

How much effort is required to carry out such a campaign?
The advertiser can for example select desired Points of Interest which are then uploaded via API integration into the advertiser’s preferred DSP prior to building and activating the campaign. Adsquare provides 70 million points of interest – grouped by category or brand – with precise 2D polygon information that can be integrated pre-bid for global campaign activation.

What’s ‘Audiences in Motion’ all about?
One of the most exciting advances in the context-based geo-targeting revolution is the ability to predict human mobility across geographical locations, such as parts of cities. This is the basis for Adsquare´s recently launched Audiences in Motion Product. The approach allows advertisers to serve ads to the relevant DOOH frames and mobile devices. It relies on statistical modelling, so it can be achieved with only a small volume of MAIDs. As a result, Audiences in Motion is completely GDPR-compliant and respects the privacy of consumers entirely.

Click here to download our whitepaper on Location Context 2.0.

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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