adsquare Taps Proximity Data To Offer Next Level Location Targeting

Tom Laband

Tom Laband

May 11, 2017 - Alexandrina Hadzhiyska, Senior Marketing Manager at adsquare, writes: We are thrilled to announce the addition of an extensive list of first-party proximity data providers to the adsquare portfolio, including AreaMetrics, BeaconsInSpace, FreckleIoT, Mobiquity Networks, Proxama, Reveal Mobile and Unacast. Proximity data offers a more precise look at the behavior of consumers and enables more personal advertising at scale.
 
Location data is the main driver for mobile marketing, as it allows advertisers to target consumers within a particular geographic area, using techniques such as geofencing. A recent study from the MMA pinpoints that “accurate location data is critical to the entire mobile ecosystem: brands, agencies, publishers, the end user and everyone in between” and estimates that location-targeted mobile ad revenues will grow to $18.2 billion in 2019. Location data, however, is limited, and advertisers need to tap proximity data derived from first-party proximity data providers to achieve results with high precision and at scale.

Our CEO Tom Laband [pictured] said about the announcement: “In the era of personalized, one-to-one advertising, combining location and proximity data is key. It enables advertisers not only to target customers based on geographical locations, but to also target specific buildings, shopping units and aisles. As a neutral marketplace, adsquare adds all relevant providers to our platform and gives advertisers control and transparency over those invaluable location and proximity insights.” More...