Adsquare introduces contextual targeting in-app in addition to mobile usage and real-world behaviour

Adsquare this month announced a real-time app-contextual Targeting solution that enables advertisers to target more precisely on the right context of apps used by a consumer. As app-contextual Targeting relies entirely on the context of an app, the campaign targeting is not based on any personal data.
Adsquare is integrated with contextual data companies including Grapeshot, Priori Data, 42Matter. According to adsquare, clients can select their preferred partner through the self-service adsquare Audience Management Platform (AMP) and activate it on the programmatic buying platform. In combination with Geo-Contextual Targeting, clients can target both the mobile usage and the real-world behaviour.
The new solution leverages adsquare’s pre-bid integrations with programmatic platforms including AppNexus, and TabMo (HAWK), and Mediasmart. On top of that, adsquare says that the new targeting solution will supports advertisers all over Europe who may be experiencing currently a temporary decrease in reach, as a result of GDPR.
“Targeting the current app context of a mobile user enables advertisers to reach consumers in the most relevant moment and is a perfect addition to targeting the local context of users.” says adsquare’s CEO & Co-Founder Tom Laband. “The new solution completes our holistic view of a user and can be used to extend the reach of campaigns targeting users’ moments.”- he adds.
Adsquare says that by targeting on specific and pre-listed app categories, marketers can reach the right users and also secure brand-safe environments for mobile campaigns. Having insights on what type of app an individual is using, gives advertisers and brands an opportunity for more specific and effective targeting.
In combination with Geo-Contextual Targeting, clients can target both the mobile usage and the real-world behaviour. Example: brands can reach fans of the world cup when they are in a stadium or at public viewing spots, but also when they consume football-related content on their smartphone. In addition to the new targeting capabilities, the contextual intelligence also allows advertisers to target only brand-safe environments, enabling display campaigns with maximum impact.
In May, adsquare launched age and gender segments for app in the UK, France, US, Germany and Italy.