adsquare Launches DOOH Campaign Measure

Mobile audience data and targeting specialist adsquare has launched a tool called the 'Programmatic Out of Home Planner', through which brands can plan, activate and measure the effectiveness of their digital out of home (DOOH) campaigns.

The company uses real-time location data for audience targeting and programmatic advertising, partnering with ad networks, publishers and global exchange platforms to offer access to modelled audiences. The new planner allows advertisers to select poster locations based on audience, spatial and movement data using interactive visual mapping software. This enables the targeting or retargeting of mobile users with creative when they pass specific OOH ad locations.

Tom Laband (pictured), CEO and co-founder, comments: 'DOOH is an incredibly exciting opportunity for the entire advertising industry. Whilst its full potential is still being developed, we believe that adsquare's leadership position, as the only global data exchange that provides pre-bid integrations for real-time data enrichment of OOH inventory, will help move the industry forward in exciting new ways and deliver more meaningful brand outcomes for advertisers'.

Web site: www.adsquare.com .