Adsquare last month proposed proximity targeting as an alternative to identity-based targeting. Adsquare says proximity targeting is an underrated concept of contextual intelligence.
Proximity targeting works without cookies or identifiers. Proximity targeting enables advertisers to reach audiences based on a location context in the moment of an ad impression.
Adsquare’s proximity targeting is a geo-contextual targeting solution that works through pre-bid enrichment API integrations with programmatic platforms such as Demand Side Platforms (DSP), including Adform, Active Agent, Displayce, Hawk, Loop Me, S4M, and The Trade Desk. Adsquare’s technology enriches mobile devices’ or digital Out-of-Home screens’ geo-locations sent in the bid request with spatial data in real-time.
Adsquare combines mobile audience data with SDK-derived background movement data and connects the corresponding audience segments to country specific geometries and OOH locations.
Adsquare says proximity targeting is the future of data-driven marketing as it allows advertisers to offset the deprecation of identifiers in the mobile space and open new opportunities for DOOH campaigns.