Understand the building blocks of success
Places of Interests (POI)
Hard edges, not generalised radiuses
The Place Visit Algorithm
Accurate Footfall data through technology and data
To deliver accurate results within our Footfall Measurement and Audience Targeting solutions we need to filter a genuine ‘visit’ from a potential ‘visit’. The Place Visit Algorithm ensures visit data accuracy by combining individually weighted attributes into an overall Confidence Score.
Metrics include Dwell Time Information, distance to the POI, In-shape Probability and Number of Events per user. The weighting for each metric is derived from a model based on historical data and truth sets ensuring complete confidence in the reporting.
Movement data through the rear view mirror
In order to target users who have visited specific locations in the past we have created Place Visits, a geo-behavioral data-set built by overlaying SDK-derived, consented consumer movement data on top of Places of Interest.
The Adsquare user interface allows you to customise the catchment area, the day part and the look-back-time to ensure complete control over reach and quality of the audience set-up.
A privacy-centric prediction engine for movement
Enrich programmatic supply with spatial data in real-time
Adsquare has developed proprietary pre-bid API integrations into all relevant DSPs. This enables our system to enrich programmatic advertising traffic with rich spatial data in real-time. To ensure real-time programmatic delivery the API is always located on-site with the DSP which means that spatial data arrives within milliseconds.
The speed of performance means that the moment a DSP detects a user it can check with Adsquare whether the latitude/longitude of the device (or the digital OOH screen), is within a target catchment area. When there’s alignment, the programmatic buyer is invited to bid.