Adsquare announces the launch of its Footfall Measurement solution via Xandr, a part of Microsoft Advertising, powering a global marketplace for premium advertising. Advertisers are now able to leverage Adsquare’s location data directly in Xandr’s Invest DSP, to analyse how their marketing impacts footfall traffic and then optimise their campaigns on the fly.
Adsquare, the location intelligence platform, provides a feed of real-time visitation data into DSPs for campaign analysis. Understanding how marketing campaigns translate into store visits can help advertisers to make short-term decisions around campaign optimisation as well as long-term strategic decisions.
In other words, Adsquare’s Footfall Measurement allows you to see what happens if you tweak elements of the campaign, such as the creative, the targeting or channel in use. You can thereby fine-tune your campaign in real time to ensure every dollar of spend delivers value.
Adsquare draws movement data from SDK vendors and a wide variety of location-enabled mobile applications. This type of mobile location data is often referred to as background location data, meaning that location pings are shared by the mobile app, even when the app is not in use. In this case, users provide explicit consent for this data to be shared in advance via the consent mechanism, put in place by the app publisher and operating system.
Tom Laband, CEO & Co-Founder, comments: “You can’t improve what you don’t measure. With Adsquare’s Footfall Measurement, advertisers can go beyond traditional KPIs and finally get a holistic view of advertising impact. We are proud to act as Xandr’s independent measurement partner and roll out the solution globally.”
Robert Kraemer, Director, Solutions Consulting at Xandr, comments: “By utilising Invest DSP, Adsquare’s footfall measurement integration means advertisers can now optimise Drive-to-Store campaign types on a global scale while respecting customers’ consent. It is especially interesting for sectors in which the store visit plays an essential role in the customer journey like quick service restaurants or retail.”
Today, Adsquare is the only independent measurement partner of Xandr globally; the solution has been rolled out across the Americas, Europe and APAC.
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