Adsquare has entered into a data partnership agreement with Experian, the leading global provider of information services. Digital marketers are now able to make use of Experian household data for more effective OOH planning and programmatic media buying in Italy, Spain, France and Germany. In this post we explain how offline spatial data can make a real impact in programmatic advertising.
Experian, who is recognised as the global expert in the aggregation of socio-demographic data, has onboarded its datasets onto our Audience Management Platform (AMP). The Adsquare AMP is a self-service platform bringing together data providers and advertisers in a secure and transparent way. The platform is integrated with all leading media buying platforms, e.g. DV360, The Trade Desk, MediaMath, Adform, Tabmo/Hawk, S4M.
Experian’s offline data is available as part of Adsquare’s Real-Time Proximity Targeting and Audience Targeting. Proximity Targeting is based on spatial data describing the context of your geographical area of choice. Once activated via Adsquare’s pre-bid integrated DSPs, users can be reached based on their location in the moment of ad impression. Audience Targeting is based on audience data connected to Mobile Advertising IDs to reach users anytime, independently of their location in the moment of ad impression.
To link Experian’s offline spatial data to Mobile Advertising IDs, Experian relied on Adsquare’s location data graph. Adsquare helps data providers to connect offline data to Mobile Advertising IDs using location as a proxy. The Adsquare algorithm analyses mobile movement data sourced from third party suppliers and identifies users’ home and work locations. The underlying movement data consists of consented background location data derived from mobile applications that have installed a respective Software Development Kit (SDK) allowing for this use case under European’s strict privacy regulations.
Giuseppe Mauro Scarpati, Digital Account Director at Experian, comments: “We are very pleased to start this partnership with Adsquare, which will allow us to strengthen our offer, to ensure more accurate information on users’ behaviour, to support the digital activities of our customers with increasingly effective tools,” said “This agreement reinforces our commitment to help businesses become more effective and transparent in the way they leverage data, while keeping control of these data in the hands of the consumers”
The official press release on our partnership with Experian can be found in our newsroom. If you have any more questions, don’t hesitate to get in touch with us.