Adsquare has partnered with Vistar Media, the leading global provider of software for Digital Out-of-Home (DOOH), to extend its audience targeting into programmatic Out-of-Home in the UK.
Thanks to this partnership, marketers are now able to apply Adsquare segments in a privacy-compliant manner to any open exchange or private marketplace (PMP) DOOH campaign. Vistar customers now have access to hundreds of segments covering a variety of verticals such as automotive, CPG, food & drink, and retail. Top segments used in online advertising can now be easily applied to DOOH to reach consumers in the physical world.
Adsquare combines mobile audience data with SDK-derived background location data to index DOOH screens based on the ratio between all users seen in proximity to the inventory and users seen at the screens which are part of the targeting segment of choice. These calculations allow Adsquare to score each DOOH screen, so buyers can target those that have a high propensity of reaching their desired audience segment.
“It’s more important than ever to have flexibility when planning out-of-home, so that marketers can build data-driven campaigns that support their unique goals and can adapt to changing conditions in the market,” said Dominic Dunne, Managing Director, EMEA at Vistar Media. “Adsquare audience targeting complements Vistar’s robust data solutions to provide maximum flexibility to marketers.”