Introducing Adsquare Curation: Three private marketplaces for smarter media buying

Berlin – 21 October 2024 – Adsquare, a leader in Location Intelligence for programmatic media buying, is proud to announce the launch of Adsquare Curation. This innovative solution offers advertisers precise audience targeting and access to premium ad inventory through three bespoke Private Marketplaces (PMPs) — ID-Precise PMP, Geo-Contextual PMP, and Incremental PMP —each designed to meet specific advertiser needs and enhance media buying strategies that drive measurable results.

“Our Curation service combines the power of Adsquare’s movement, audience, and spatial data with curated premium inventory, enabling advertisers to run campaigns that are not only precise but also drive measurable results,” said Tom Laband, Co-founder and CEO at Adsquare. “By leveraging our Private Marketplaces, advertisers can ensure they’re reaching the right audience in the right place, maximising engagement and ROI.”

With Adsquare Curation, brands can run privacy-compliant, high-performing campaigns across all major media channels, including mobile, desktop, connected TV (CTV), and out-of-home (OOH).

• ID-Precise PMP: This marketplace provides advertisers with pre-configured deals that enable highly precise targeting based on detailed demographic, interest, and intent data. By utilising insights such as age, gender, home & work location, and place visits, advertisers can engage their ideal audiences with exceptional accuracy, optimising every impression.
• Geo-Contextual PMP: This PMP uses Adsquare’s powerful Location Intelligence to deliver ads that are contextually relevant to consumers’ real-time surroundings. Whether targeting based on nearby points of interest, census data, or weather conditions, this marketplace enables brands to reach audiences with heightened relevance, maximising engagement and ad resonance.

At the heart of Adsquare Curation is the Incremental PMP (currently in beta), which stands out for its unique ability to connect ad exposure to real-world store visits. By leveraging Adsquare’s robust location data panel and advanced Location Intelligence, advertisers can gain deep insights into how their campaigns drive foot traffic. 

Currently available to a limited group of users, the Incremental PMP takes curation a step further by optimising media spend against the KPI of incremental foot traffic. This allows advertisers to refine their strategies in real time, focusing on publisher inventory that drives the most significant impact on offline conversions, ensuring that every media dollar contributes to a tangible ROAS.

Key features of the Incremental PMP:

• Bespoke campaign attribution: Gain clear visibility into which campaign strategies are driving actual store visits, enabling advertisers to connect online exposure with offline conversions.
• Optimised media spend: Advertisers can continually optimise their media strategies by prioritising publishers that deliver the highest incremental impact, ensuring that media budgets are spent efficiently.
• Comprehensive measurement insights: With Adsquare’s extensive movement and audience data, advertisers can leverage insights into visitation uplift, visitor demographics, and behavioural patterns, providing a complete view of campaign effectiveness and real-world impact.

“We are thrilled to offer the Incremental PMP to select users as part of our beta program,”  Laband continued. “This marketplace provides advertisers with clear visibility into the offline impact of their digital campaigns, helping them align media investments with real-world outcomes. It’s a crucial step forward in campaign attribution and optimisation.”

With the combination of the ID-Precise PMP, Geo-Contextual PMP, and Incremental PMP, Adsquare Curation offers advertisers a comprehensive solution that covers precise audience targeting, contextual relevance, and advanced attribution. These PMPs ensure that advertisers can maximise engagement, optimise spend, and drive measurable return on investment.

For more information about Adsquare Curation, complete the form below. For existing clients, your account manager is ready to integrate you into Adsquare Curation!