In a recent IAB study, cross-channel audience identification was named as one of the most important topics for 2017 by 42.9% of the participants. This figure underlines the importance for platforms to break out of the device silos.
Today, adsquare is proud to announce we’re taking a pioneering approach to bridging the cross-device silos by putting mobile in the center. With the integration of an impressive list of industry-leading partners – including Adbrain, Drawbridge and Tapad – we make a bold move to enable advertisers leveraging data collected through consumers’ most personal device – the smartphone – for multichannel campaigns.
Our CEO Tom said about the strategic move: “With signals coming from GPS, proximity, sensors and app usage, it is mobile data that bridges offline and digital consumer behavior. Additionally, Mobile Advertising IDs such as Apple’s IDFA and Google’s AAID are much more persistent than cookies and work cross apps, while respecting users’ privacy by enabling opt-out and reset. This makes Mobile Advertising IDs kind of a super cookie.”
To achieve this, we integrated with leading cross-device companies such as Adbrain, Drawbridge and Tapad, each with a unique device graph and methodology. This is the first-in-industry agnostic approach to cross-device, and it gives advertisers freedom of choice while strengthening adsquare’s position as a neutral and transparent platform.
Gareth Davies, CEO at Adbrain welcomes the partnership: “We are very excited to be working with adsquare to solve customer identity by expanding their strong mobile data audiences into desktop. More than ever before, it’s critical for advertisers to be able to reach their audience across multiple devices and that is just what clients will be able to achieve through this partnership. We look forward to continuing to innovate with adsquare!”
“We applaud adsquare for taking an open approach to identity and giving its customers options and flexibility for understanding consumers on a mobile-first, cross-device basis,” said Drawbridge COO Winston Crawford. “Cross-device is no longer a nice-to-have for brands and agencies – leveraging identity has become a necessity, and we’re glad to be part of adsquare’s customers’ success.”
“We’re delighted that adsquare has chosen to leverage Tapad’s leading technology to extend their footprint,” says Pierre Martensson, SVP and GM of Tapad’s global data division. “This is a very exciting partnership that will ultimately allow the end client a greater opportunity to reach their audience regardless of whether they’re in-app or on mobile browser.”