Russ Curry, Ministry of New Media
Jaduda owned DSP Splicky have launched a ‘Real-Time Footfall Measurement’ product in conjunction with the data marketplace adsquare.
This partnership means that the movement of users addressed by Mobile or DOOH media can now be analysed and displayed in real-time. With the data obtained, programmatic campaigns can be better optimised. We are told that this approach is currently being used in Germany and the UK, with a rollout and cooperation soon to extend to Austria and Switzerland.
Sven Ruppert, CEO of Jaduda told us “For years, Adsquare has been an important partner of Splicky for targeting mobile users. By integrating your Footfall product into our DSP, visitor flows to the POS can be visualized. Thanks to the new level of transparency, we are able to calculate the impact of our customers’ mobile and DOOH campaigns even more precisely and to improve their control. Especially for the medium DOOH this is another important step towards an even more dynamic delivery of the advertising messages. We look forward to deepening the existing cooperation with adquare. “
Tom Laband, CEO and co-founder of adsquare, added “Attributing customer visits to an OOH campaign has been a challenge to date. Our new real-time footfall measurement integration with Splicky helps advertisers really understand the effectiveness of OOH campaigns and improve their ad strategy. For this, we rely on consented transaction data from app publishers who have integrated a corresponding SDK. “
Sven Ruppert emphasised that “Campaigns in which the footfall measurement had already been carried out for analysis proved the potential of the data. We are very pleased to be able to offer our customers this analysis opportunity during the campaign in the future. “
adsquare is a data marketplace founded in Berlin in 2012 with offices in New York, London, Paris, Milan, Madrid and Singapore. adsquare operates the world’s leading mobile data marketplace, the Audience Management Platform (AMP), to provide advertisers and agencies with solutions in the areas of targeting, measurement and insights.
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