ADSQUARE PARTNERS WITH FRECKLE IOT TO PROVIDE PRIVATE MARKETPLACE 1ST PARTY DATA SEGMENTS TO ADVERTISERS

Freckle IoT (Freckle), a first-party mobile data company and Global leader in offline and in-store attribution, announced a partnership with adsquare, the mobile-first, neutral mobile data exchange whereby Freckle IoT will make its custom first-party private marketplace segments available to all adsquare’s clients.
At the center of the Freckle integration is the unique benefit of allowing adsquare to create Private Marketplace (PMP) data segments, much like publishers offer advertisers access to curated private inventory in the programmatic space. This is a first in the data industry, and it will change the game for adsquare as they pursue their mission of making all data available for more relevant mobile campaigns.

adsquare enriches publishers’ inventory with rich audience data, derived by analyzing user’s local context and mobile behavior. The company works with a wide selection of quality mobile, online and offline data partners to provide the best holistic audiences available in the market. Buy-side partners, like adsquare client GroupM, can log into adsquare’s self-service Audience Management Platform, model their custom audience segments and activate it on their preferred DSP.

“Precise mobile location data is the key to powering more effective mobile programmatic advertising. Freckle uniquely provides just that type of precise mobile data that is needed at-scale. Allowing our customers the ability to secure premium data segments much like PMPs, will offer us a huge advantage in the marketplace,” states adsquare CEO & Co-Founder Tom Laband.

Freckle IoT operates an installed base of over 50 million mobile devices worldwide, providing deterministic, in-store location data which is captured directly from opted-in users’ mobile phones, in real-time. This direct integration differentiates Freckle from location providers that primarily rely on probabilistic bid-stream data, which has lower accuracy.
Advertisers interested in custom individual automotive segments of the top 25 car brands and dealerships from Freckle can access these segments from adsquare’s marketplace feature via many leading demand-side platforms (DSP’s) and other media platforms.

“Providing adsquare customers with access to Freckle’s unique first-party in-store data allows clients to prove with 100 percent precision that a consumer has visited a specific location, something that up until now was challenging to do,” says Neil Sweeney, founder and CEO of Freckle IoT. “As the industry continues to look for unique data sources, having access to a source of first-party data that is decoupled from the sale of media is ultimately what advertisers want. We are excited to partner with adsquare to move the industry closer to this inevitable goal.”

About Freckle IOT
Freckle IOT, the Global Leader in in-store, offline attribution, is a mobile first-party data company that helps brands, publishers and intelligence firms solve business problems through deterministically validated customer data.
Freckle’s solution is comprised of an ecosystem of connected devices, beacons and application partners coupled with proprietary software and science.

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. For more information visit adsquare.com follow @adsquarecom or contact info@adsquare.com.

FRECKLE IOT PARTNERS WITH LIVERAMP TO BRING IN-STORE 1ST PARTY DATA SEGMENTS TO THE MARKETING ECOSYSTEM

The partnership allows for Freckle’s unique 1st party segments to now be available to advertisers via LiveRamp’s highly distributed platform.

Freckle IoT, a first-party data company and Global leader in offline in store attribution, today announced a partnership with LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel identity resolution. Freckle IoT will make its first-party custom segments available via LiveRamp’s IdentityLink ™ solution.

Freckle IoT operates an installed base of over 50 million mobile devices worldwide, providing deterministic, in-store location data which is captured directly from opted-in users’ mobile phones, in real time. This direct integration differentiates Freckle from location providers that primarily rely on probabilistic bid-stream data, which has lower accuracy.

Advertisers interested in custom individual in-store segments of the top 25 retailers from Freckle can access these segments from LiveRamp’s IdentityLink data store feature via many leading demand-side platforms (DSP’s) and other media platforms that they use today. Additional custom segments are prepared within 24 hours and distributed via IdentityLink to the media platform of choice.

“There has been an enormous increase in client demand for unique data sets. Freckle IoT’s ability to provide a deterministic in-store audience, at scale, is rare in today’s environment,” said LiveRamp Head of Data Partnerships, Luke McGuiness. “This level of accuracy and granularity enables our clients to get greater insight into their customers and to make smarter decisions with their targeting. This is at the core of what we are trying to provide at LiveRamp, and we are happy to partner with Freckle IoT on this initiative.”

“Providing LiveRamp customers with access to Freckle’s unique first-party in-store data allows clients to prove with 100% precision that a consumer has visited a specific location, something that up until now was challenging to do,” says Neil Sweeney, founder and CEO of Freckle IoT. “As the industry continues to look for unique data sources, having access to a source of first-party data that is decoupled from the sale of media is ultimately what advertisers want. We are excited to partner with LiveRamp to move the industry closer to this inevitable goal.”

FRECKLE IOT INDUSTRY-FIRST ATTRIBUTION TAG SUPPORTED BY FIVE GLOBAL DSPS

Freckle IOT, the leading first-party mobile data company, announces the release of its agnostic in-store Attribution Tag and its operational support by the world’s five largest demand-side platforms (DSPs): AppNexusThe Trade DeskMediaMathTubeMogul, and AdelphicThe endorsement by these key channel partners creates the foundation for the fulfillment of Freckle’s mission to provide an industry-standard agnostic verification platform to audit the effectiveness of a brand message to drive a customer to visit a designated location.

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A Look Ahead: The Rise Of Data, Consolidation And Privacy

In today’s unpredictable environment, the unconscious belief that the current state’s pace of change will reflect the future state is now more inaccurate than ever.

Change is not only constant, but accelerating at a pace that is hard for most to comprehend in their day to day. Over the past five-plus years, we have seen programmatic move from a nascent, long-tail methodology to the dominant approach being used across all media.

Along the way we have wiggled, pivoted and innovated in ways that have arguably made a bigger impact on the media world than ever before. I see three trends that will significantly shape the next five years:

Mass Consolidation And Retraction

The word programmatic has dominated these pages for the past five years, and there have been enormous improvements in how the industry approaches it. We have moved from the open exchange to a more balanced approach which includes private marketplaces, programmatic direct and a futures model of automated guaranteed. At the same time, we have increased fraud detection, made great strides in viewability and leveled the playing field via the header tag.

So, what’s next? I believe it will be consolidation. Unfortunately, there are simply too many undifferentiated platforms currently in the space, and in reality, the winners have already been determined. The ad tech space has now evolved into a share game where the big will get bigger and the small will continue to get smaller – either through market contraction or consolidation. Add into the mix the acquirer’s need for efficiency and the picture isn’t pretty.

After all of the banter over the last few years about the overcomplexity of the Lumascape, this will be the year that the congestion will begin to contract exponentially – with the unfortunate consequence of a lot of industry people out of work. This will accelerate in Q1 as many in the space are expecting Q4 to save their year. It won’t, which will force a long-overdue recalibration in January. This shedding has already started but will accelerate in Q1 and continue throughout the year.

Read more at Adexchanger

Beacon Companies Pivot Toward Attribution As Acquirers Come A-Knocking

Beacons started out as a solution in search of a problem. And now some beacon providers are companies in search of a home.

On Monday, mobile ad platform The Mobile Majority acquired geolocation beacon company Gimbal, a spinoff of Qualcomm.

In June, location data company Verve Mobile bought beacon provider Roximity almost exactly one year after Verve’s acquisition of beacon startup Fosbury.

Gimbal, which collects consumer location data and runs and analyzes proximity and location-based campaigns, has an SDK footprint of 160 million and around 100,000 active beacons in its network. The Mobile Majority declined to share the deal price.

“It makes sense for people to start buying up beacon companies, especially if they do analytics and we’re not just talking about their hardware,” said Andre Kindness, a principal analyst at Forrester. “Like all technology, it’s probably going to be the 80/20 rule – 80% will get acquired and 20% will just go out of business.”

There are more than 500 proximity and beacon companies, each with their own network of hardware deployments. Read more at Adexchanger