Posted by Dave McHoul
With mobile ad spending surpassing desktop in the U.S., there is no time like the present for leading location data provider Skyhook, to team up with leading mobile-first data exchange adsquare. In fact, BIA/Kelsey predicts that “Location-targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4 billion in 2021”, representing as much as half of all ads. In addition, with a greater percentage of time spent on mobile devices to consume media, purchase and research products, the importance of mobile can’t be overstated.
With our new partnership, advertisers, brands and enterprises can access Skyhook’s robust and fully validated location data on the adsquare data exchange - gaining location-related insights to help them target, personalize, and attribute ad campaigns.
adsquare’s mobile-first data exchange brings together data providers and audience buyers to provide access to a variety of data categories such as demographic, interest, intent, psychographic and behavioral data. Buyers can create audience segments that fit their campaign goals and needs, and then activate them on their preferred Demand Side Platform (DSP).
adsquare is directly integrated with the leading multi-channel and mobile DSPs, enabling agencies and advertisers to access segments directly in the frontend of their DSP partners or via adsquare’s Audience Management Platform (AMP).
adsquare’s Audience Management Platform (AMP) provides sophisticated modeling tools and data dimensions to enable advertisers to create and activate fully customized segments built to their unique needs.
Skyhook provides adsquare users with robust location data derived from tens of millions of mobile devices running our mobile SDK and over twenty million location-verified venues, along with supplemental data obtained from our trusted partners and scrubbed to remove any inconsistencies.
Skyhook location data can be used to identify devices in-store, at the gas pump, at individual stores or within a mall, in rural, suburban or dense urban commercial environments. The data can provide insights to help our customers with brand research, competitive intelligence, attribution and segmentation. adsquare customers can specifically access venue visits by devices, as well as dynamic behavioral and demographic profiles of device users (called Skyhook Personas) that are created and updated based on location history.
Our location data is unrivaled in its scale and accuracy, backed by years of experience as a premier location provider.
adsquare’s industry leading mobile-first data exchange and analytical tools, coupled with the scale and accuracy of Skyhook’s location data will enable companies to make better marketing decisions that will result in more relevant customer engagement and more effective ad targeting and attribution.