New Curation service introduces ID-Precise, Geo-Contextual, and Incremental PMPs for enhanced programmatic media buying solutions.
By Luís Rijo, on October 25, 2024 1:55 AMFour days ago, on October 21, 2024, Adsquare unveiled its new Curation service in Berlin, introducing three specialized Private Marketplaces (PMPs) designed to enhance programmatic media buying through advanced location intelligence and audience targeting capabilities. The service enables advertisers to access premium inventory while maintaining privacy compliance across multiple media channels, including mobile, desktop, connected TV, and out-of-home advertising.
According to Tom Laband, Co-founder and CEO at Adsquare, the Curation service combines movement, audience, and spatial data with curated premium inventory, enabling advertisers to execute precise campaigns with measurable outcomes. The service introduces three distinct marketplace options:
The ID-Precise PMP offers pre-configured deals utilizing demographic, interest, and intent data for targeted advertising. The system processes information including age, gender, home and work locations, and place visits to optimize impression delivery.
The Geo-Contextual PMP leverages real-time location data to deliver contextually relevant advertisements based on proximity to points of interest, census data, and current weather conditions.
The most notable innovation comes in the form of the Incremental PMP, currently operating in beta with select users. This marketplace specifically addresses the challenge of connecting digital ad exposure to physical store visits, utilizing Adsquare's location data panel to measure campaign effectiveness.
The Incremental PMP incorporates several technical advances:
- Attribution tracking system that correlates online ad exposure with offline store visits
- Real-time optimization algorithms for media spend allocation
- Comprehensive measurement framework capturing visitation uplift metrics
- Integration with existing audience data systems
- Cross-channel campaign deployment capabilities
The platform maintains strict privacy compliance while processing various data types:
- Movement data
- Spatial information
- Demographic details
- Behavioral patterns
- Store visit data
Key Facts
- Launch Date: October 21, 2024
- Location: Berlin, Germany
- Available Media Channels: Mobile, Desktop, CTV, OOH
- Number of Private Marketplaces: 3
- Beta Program: Incremental PMP (Limited Release)
Key Implementation Features:
- Bespoke campaign attribution systems
- Real-time media spend optimization
- Cross-channel campaign deployment
- Privacy-compliant data processing
- Advanced location intelligence integration
- Premium inventory access
- Measurable ROAS tracking
- Comprehensive movement data analytics
- Demographic profiling capabilities
- Store visit attribution metrics