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.
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 firstname.lastname@example.org.