PubMatic and Adsquare partner to enhance omnichannel campaign targeting

PubMatic this week announced a new data collaboration with Adsquare, a location intelligence data platform. This partnership aims to improve omnichannel campaign targeting capabilities for advertisers.

This collaboration makes PubMatic one of the first sell-side platforms to offer Adsquare's location intelligence data to media buyers globally. PubMatic's platform connects publishers with advertisers, while Adsquare provides data insights about consumer behavior based on location.

“Data-privacy is the key topic of our time, and we are constantly looking to deliver solutions to our partners that are not only future-proofed, but give them a competitive edge,” said Mark Williams, Senior Director, Audience & Commerce Solutions EMEA and US at PubMatic. “Integrating Adsquare’s data into PubMatic’s Connect platform drives value for every player in the advertising ecosystem in a privacy-first way. We are incredibly pleased to be one of the first to integrate Adsquare’s data and believe this partnership will play a pivotal role over the coming years.”

Benefits for advertisers

Enhanced Targeting: Media buyers gain access to a wider range of data points, including demographics, interests, affinities, and purchase intent. This allows for more precise audience targeting across different channels.

Improved Campaign Performance: More targeted campaigns can lead to better results, such as increased return on investment (ROI), higher engagement, and stronger brand affinity.

Benefits for Publishers

Monetization Opportunities: Publishers can leverage Adsquare's data to create more valuable inventory packages for advertisers.

Data-Driven Selling: The ability to offer data insights alongside ad inventory can make publishers more attractive to advertisers.

Benefits for Ad Tech industry

Privacy-First Approach: The partnership emphasizes data privacy and compliance with global regulations.

Future-Proof Solutions: This collaboration offers a solution for audience targeting in a cookieless future, where traditional tracking methods are becoming less effective.

This partnership represents a step towards more sophisticated and privacy-conscious advertising strategies. By combining PubMatic's reach with Adsquare's data insights, advertisers can potentially reach the right audiences with the right messages across various channels. This approach could lead to improved campaign performance and a more efficient advertising ecosystem overall.