PubMatic Partners to Add Location Intelligence

Digital ad supply chain company PubMatic has partnered with location intelligence specialist Adsquare, with the latter's data integrated into the former's Connect platform, to enhance cross-platform targeting.

PubMatic's platform allows digital content creators across the open Internet to control access to their inventory and provide marketers with addressable audiences across ad formats and devices. In September '22 the firm acquired media measurement and reporting platform Martin. Adsquare is headquartered in Berlin with a global presence, and provides consent-based location intelligence for marketers to target and measure their campaigns.

The deal gives media buyers access to consumers' demographics and data on their interests, affinities and purchase intent, while publishers will be able to package and sell their inventory and data more effectively.

Adsquare co-founder and CEO Tom Laband (pictured) comments: 'By working in tandem, Adsquare and PubMatic empower advertisers to deliver relevant messaging and high-quality experiences to consumers no matter where they are in the world or which device they are using'. Mark Williams, Senior Director, Audience & Commerce Solutions EMEA and US at PubMatic adds: 'Data-privacy is the key topic of our time, and we are constantly looking to deliver solutions to our partners that are not only future-proofed, but give them a competitive edge. Integrating Adsquare's data into PubMatic's Connect platform drives value for every player in the advertising ecosystem in a privacy-first way'.

Web sites: www.adsquare.com and www.pubmatic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.