Agencies and advertisers receive preferred access to Adsquare’s location data segments and store-visit measurement.
MINT Square, a programmatic advertising specialist, has partnered with Adsquare, a real-world data platform, to give its agency and advertiser clients preferred access to Adsquare’s data segments and measurement tools. These include geo-contextual targeting, point-of-sale (POS) and store-visit measurement, and historical place-visit data.
The integration responds to growing demand among agencies and advertisers to link digital campaigns to real-world results. As brands try to tie programmatic advertising more directly to consumer behavior, reliable, privacy-compliant location data has become increasingly important.
MINT Square clients can now use Adsquare’s audience and location data across the company’s demand-side platform (DSP) portfolio, including The Trade Desk, Adform and Active Agent. Agencies get preferential access to ready-made segments and can build custom ones in Adsquare’s platform interface. MINT Square’s team, which has hands-on experience with Adsquare’s products, will provide consulting support for segment planning and creation.
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The deal is part of MINT Square’s strategy to give clients access to every relevant area of the programmatic landscape through a portfolio of premium partners whose capabilities complement, rather than duplicate, one another.
Adsquare works with more than 2,500 retailers, agencies, advertisers and programmatic platforms to connect online advertising to offline activity. It integrates with most major DSPs, giving it the global reach and local expertise that MINT Square’s international client base requires.
“We are always looking to add premium partners that genuinely strengthen what we can offer our clients, and Adsquare is the go-to solution for geo-contextual advertising,” said Christoph Berg, founder and CEO of MINT Square. “We have expansive experience working with Adsquare’s segments ourselves, so we know firsthand the value they deliver, and we’re well placed to ensure our clients gain the maximum value from this partnership.”
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“Closing the online-to-offline gap in activation and measurement is one of the biggest challenges facing brick-and-mortar brands,” said Tom Laband, co-founder and CEO of Adsquare. “Adsquare’s real-world data helps advertisers to connect their digital campaigns to physical outcomes, and when most conversions happen in-store, that’s imperative. Our partnership with MINT Square will ensure more advertisers are able to close that online-to-offline gap.”
