adsquare Launches Private Marketplace For Mobile Audience Data

  • The neutral mobile data exchange reveals new private marketplace feature that gives data providers more control and transparency
  • Addition of first- and third-party data providers to the existing portfolio, including the leading soccer app OneFootball with more than 22М users worldwide
  • Private deals and the sophisticated pre-bid integration with DSPs offer a secure environment to prevent data leakage

adsquare, the neutral mobile data exchange, today announced the launch of its private marketplace feature and the addition of new data providers to its extensive portfolio. This move is a response to the increasing demand for more granular audience data to enable moment marketing and improve advertising relevance.

The extension of private deals to adsquare’s platform gives data providers full control and transparency over who uses their data, and for which campaigns. This, according to Tom Laband, CEO and Co-founder at adsquare, is the foundation for first-party data owners to make their rich data assets available for programmatic advertising.

“Making mobile data accessible through a private marketplace is a crucial step forward for our industry. With this extension, we address the concerns of data owners regarding data leakage and ownership. Building a secure infrastructure is the foundation for making more data available, which leads to more relevant advertising” says Laband who recently heated the data leakage discussion with a column at adexchanger.

With adsquare’s self-service Audience Management Platform data owners can easily onboard their data, segment and offer it via the marketplace. Thanks to integrations with leading global DSPs, including Google’s DBM, TheTradeDesk and AppNexus, the data can be widely distributed to advertisers and their agencies.

“Our deep pre-bid integrations with leading DSPs enable us to enrich the bid-stream in real-time.” explains Fritz Richter, CTO and Co-founder at adsquare “This sophisticated integration is needed to enable location targeting and moment marketing, and it is also a benefit in terms of data security. Data providers’ segments never leave our platform in bulk; data is just used for real-time enrichment.“

For the launch, the impressive existing data portfolio of adsquare including companies such as Acxiom, Mastercard and TomTom, will be extended with more data owners, including publishers, app developers and other companies who draw from their direct relationship to the users.

Among the many is the leading soccer app Onefootball, which has over 22M users worldwide. Onefootball’s audience segments give brands the opportunity to reach soccer enthusiasts across the globe with high accuracy. Combining this with additional data like household information or location context history makes adsquare’s Audience Management Platform a powerful tool for brands.

adsquare will present the new marketplace to the public at this year’s dmexco, taking place from 14th to 15th of September in Cologne, Germany. With more than 40k visitors from all over the world, dmexco is one of the leading digital marketing events globally.

About adsquare
adsquare is the neutral mobile data exchange, bringing together advertisers and data providers in a fair, secure and privacy-friendly way. The platform has been built mobile-first, operates in real-time and enables advertisers to leverage data for panoramic audience targeting and precise moment marketing. Programmatic buyers can take control via the self-service Audience Management Platform which gives them full transparency in buying data, creating audiences and activating them for their DSP of choice. adsquare offers a broad portfolio of data from mobile, online and offline sources including data partners such as Acxiom, Mastercard or TomTom. In addition, advertisers can discover the marketplace for private deals with first-party data owners including app developers, publishers and other companies. adsquare works compliant with strict European privacy laws and has been awarded the ePrivacyseal for best practice data handling.

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Contact adsquare

adsquare GmbH
Daniel Rieber, VP Marketing
Tel.: +49 3302 8189042
Saarbrücker Str. 36
10405 Berlin, Germany