adsquare & Unacast Team Up For Transparent Future Of Location Data
We’re excited to share the news about partnering up with Unacast, the leading transparent location data platform. Unacast’s data will power our measurement, insights and targeting solutions both in the US and the EU with explicit consent data.
“The effectiveness of mobile campaigns relies on the best quality data, so marketers are constantly searching for trustworthy sources of insights,” said our CEO Tom Laband about the partnership. “We are always looking to provide more digital location and movement data which is accurate and at scale, and Unacast’s transparent data is one of the best sources available. Incorporating the Unacast data into our products helps our marketer clients adjust the measurement, insights and targeting solutions to their specific needs, setting them up for continued advertising success.”
Thanks to the partnership, adsquare’s clients will be able to use Unacast’s movement data within our insights and measurement solutions, including Audience Insights, Footfall Insights, and Footfall Measurement tools. The incorporation of the Unacast data means that our products will be built on top of transparent opt-in data about consumer action and movement in the real world, providing a clear picture of how many consumers visit physical retail locations.
Additionally, Unacast’s visit data will be available within our targeting solutions. Unacast creates visit data from billions of disparate data points, analyzing and validating the data before assigning data points to a venue and enriching results with additional insights. This transparent, contextualized data allows our clients to build custom geo-behavioral segments, look-back windows and customized/individual points of interest (POI) with their own data. For example, thanks to the addition of Unacast data, adsquare clients can change look-back windows to target consumers by using Mobile Advertising IDs, POI, and timestamp information to determine an audience that has visited a location in the past.
“Advertisers are investing heavily in targeted mobile campaigns aimed at specific audiences, but they need solutions to understand how well those campaigns performed. The Unacast data set is designed to be industry and application agnostic and help partners build the very best products for their clients.” said Thomas Walle, CEO of Unacast, “Just as importantly, we’re very focused on the transparency of our data – and a core commitment to transparency is something that Unacast and adsquare share. Our two companies have long discussed how transparency in location data is important and the positive implications it will have on clients. This partnership is all the more exciting because of our united belief that this is how we’ll reach the next frontier of human mobility data.”
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