Adrian J Cotterill, Editor-in-Chief
European programmatic DOOH media buying platform Sage + Archer has inked a partnership with Adsquare and their privacy-friendly audience data to enable marketers to reach their audiences on digital out-of-home in real time, with trigger-led, data-based campaigns in Germany, the U.K and the Netherlands.
The Sage + Archer DSP is now offering marketers the ability to apply Adsquare data segments for more precise DOOH campaigns. Adsquare’s data covers a variety of verticals such as automotive, CPG, food & drink, and retail. Top segments used in online advertising can now be easily applied to DOOH to reach consumers in the physical world.
Adsquare says that it combines mobile audience data with SDK-derived background location data to index DOOH screens based on the ratio between all users seen in proximity to the inventory and users seen at the screens which are part of the targeting segment of choice. These calculations allow Adsquare to score each DOOH screen, so buyers can target those that have a high propensity of reaching their desired audience segment.
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