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Data

Adsquare launches attribution dashboard with real-time insights

Location intelligence platform introduces comprehensive measurement hub for programmatic campaigns with advanced control condition methodology.

Luis Rijo

• 6 min read
Real-time Adsquare Attribution Dashboard showing store visit tracking, foot traffic analytics and map
Real-time Adsquare Attribution Dashboard showing store visit tracking, foot traffic analytics and map

Berlin-based location intelligence company Adsquare announced on 30 June 2025 the launch of its Attribution Dashboard, transforming its existing attribution solution into an on-demand analytics hub for programmatic advertising campaigns. The dashboard provides real-time measurement capabilities for marketers seeking to quantify the offline impact of digital advertising.

The new platform represents a significant departure from traditional static post-campaign reports. Marketers can now access continuous insights into campaign performance, enabling mid-flight optimizations and budget reallocations based on actual store visit data. The dashboard operates within Adsquare's OnePlatform ecosystem, providing integrated access to location intelligence capabilities.

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Summary

Who: Adsquare, Berlin-based location intelligence platform, led by Maxence Bayle, VP of Product

What: Launch of Attribution Dashboard providing real-time measurement capabilities for programmatic advertising campaigns using proprietary Control Condition methodology

When: 30 June 2025, Monday

Where: Berlin headquarters, with platform operating across 29 countries in Americas, EMEA, and APAC regions

Why: Address growing demand for privacy-first measurement solutions that connect digital advertising to real-world outcomes, enabling mid-flight campaign optimizations and accurate attribution without manual control groups

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According to Maxence Bayle, VP of Product at Adsquare, the company has developed the dashboard to address growing demand for privacy-first measurement solutions. "Our mission is to deliver privacy-first insights that help brands and agencies clearly understand how their campaigns drive real-world outcomes," Bayle stated in the announcement. The executive emphasized that enhanced granularity and accuracy have positioned the platform as an essential component of strategic programmatic decision-making.

The dashboard targets media planners, performance marketers, and data-driven brand teams requiring detailed visibility into how digital advertising translates to physical outcomes. Users can quantify incremental foot traffic, analyze demographic breakdowns of converting visitors including age, gender, and purchasing power segments. The system visualizes when store visits occur and identifies top-performing retail locations while benchmarking performance against competitor establishments.

Technical methodology addresses attribution challenges

At the core of the Attribution Dashboard lies Adsquare's proprietary Control Condition methodology, described as a next-generation statistical model that simulates consumer behavior patterns for unexposed audiences. The system adjusts for external variables including seasonality, public holidays, and weather conditions to isolate genuine advertising impact without requiring manual control group configuration.

"Aggregated location data is the most direct and powerful signal for measuring store visit impact—but it's also nuanced," Bayle explained. The Control Condition methodology specifically accounts for these complexities, removing bias and noise that manual control groups cannot address effectively.

The technical approach differs from traditional attribution models that rely on last-touch or multi-touch attribution frameworks. Instead of assigning conversion credit based on digital touchpoints, the methodology measures actual physical behaviors through location intelligence. This approach provides direct causation measurement rather than correlation-based attribution.

The platform processes location data through software development kits (SDKs), delivering higher accuracy compared to bid stream data sources. The system maps audience signals onto two-dimensional polygons representing store locations, enabling precise tracking of consumer movement patterns and store visits.

Integration with broader measurement ecosystem

The Attribution Dashboard connects with multiple demand-side platforms (DSPs), allowing advertisers to access real-time visit data and optimize campaigns while they remain active. This integration enables marketing teams to adjust media spend allocations based on performance indicators rather than traditional reach metrics.

The platform maintains independence from media buying functions to ensure unbiased attribution reporting. This decoupled approach aims to provide accurate measurement without conflicts of interest that could compromise data integrity.

Privacy considerations feature prominently in the solution's architecture. The platform processes only consented data signals, implementing data protection measures at the design level to comply with regulatory requirements across European markets.

For campaign management workflows, the dashboard offers end-to-end functionality spanning planning, activation, measurement, and analysis phases. The map-centric interface visualizes audience insights with customizable parameters including look-back windows, index settings, and radius configurations for precise reach calculations.

Industry context and competitive landscape

The Attribution Dashboard launch occurs within a rapidly evolving measurement landscape where programmatic advertising growth reached 72% according to recent industry data. Marketing professionals increasingly prioritize reach and frequency metrics at 70%, followed by conversion rates at 69%, highlighting the need for comprehensive measurement solutions.

Attribution challenges have intensified as privacy regulations restrict traditional tracking methods. Marketing measurement experts emphasize that combining multiple approaches including marketing mix modeling, experimentation, and attribution methodologies delivers the most accurate performance assessment.

Several competitors have launched similar capabilities in recent months. Innovid introduced pixel-free purchase attribution on 11 June 2025, connecting TV advertising exposures to sales outcomes without requiring pixel implementation. The platform processes 18 billion annual transactions to measure advertising impact across online and offline environments.

iSpot unveiled attribution solution on 27 March 2025 for rapid performance tracking, connecting verified ad delivery to business outcomes in near real-time. The solution addresses industry challenges around attribution speed, accessibility, and actionability for TV and streaming campaigns.

Market adoption and use cases

Adsquare's existing measurement capabilities span 29 countries across Americas, EMEA, and APAC regions. The company recently expanded store visit tracking to Austria and Switzerland on 30 January 2025, indicating continued geographic expansion of location intelligence solutions.

Previous case studies demonstrate the platform's effectiveness in retail environments. Walmart Mexico reported a 17% year-over-year uplift in store visits across 12 million ad impressions when using Adsquare's measurement capabilities, showcasing the potential for measurable business impact.

The dashboard addresses specific operational challenges in programmatic advertising where campaign planning has been "trapped in fragmented and rigid frameworks, forcing marketers to rely on disjointed processes and manual adjustments to bridge the gap between planning and activation," according to Adsquare's announcement.

Retail advertisers represent a primary target market for the solution, particularly brands seeking to quantify offline impact of digital advertising investments. The platform enables real-time analysis of store visits, performance-based budget adjustments, and access to consented data quality at scale.

Technical specifications and implementation

The Attribution Dashboard processes daily footfall data directly to advertisers' demand-side platforms, facilitating side-by-side analysis of campaign performance and store visits. The system delivers several core capabilities including real-time store visit analysis, performance-based budget optimization, and demographic segmentation of converting visitors.

Campaign optimization occurs through continuous data streams that enable near real-time performance assessment. Rather than waiting for post-campaign analysis, marketers can make tactical adjustments while campaigns remain active, potentially improving return on advertising spend.

The platform's map-centric visualization provides granular insights into audience behaviors and store performance metrics. Users can configure specific parameters including geographic radius settings, time-based look-back windows, and audience indexing to customize analysis according to campaign requirements.

Integration capabilities extend across multiple programmatic platforms, ensuring compatibility with existing advertising technology stacks. The system maintains data quality through exclusive use of SDK-derived location data, providing higher accuracy compared to alternative data sources.

Future development and strategic positioning

Adsquare positions the Attribution Dashboard launch as an initial step in expanding measurement capabilities. "This is just the start – by continuously enhancing the granularity and accuracy of our insights, we have become an indispensable part of strategic programmatic decision-making," Bayle noted in the announcement.

The platform reinforces Adsquare's leadership position in location intelligence for programmatic advertising. In an industry where proving advertising impact remains essential, the company aims to provide marketers with speed, precision, and actionable insights needed to optimize performance and drive measurable results.

The broader industry trend toward privacy-compliant measurement solutions creates opportunities for platforms that can deliver accurate attribution without compromising consumer privacy. Adsquare's emphasis on consented data processing aligns with regulatory requirements while maintaining measurement effectiveness.

Location intelligence continues gaining prominence as marketers seek direct connections between digital advertising and physical outcomes. The Attribution Dashboard represents this evolution, moving beyond traditional digital metrics to encompass real-world behavioral measurement.

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