Adsquare, TPS Engage join hands to power data-driven DOOH campaigns

Ad-tech company Adsquare has joined joined hands with DSP TPS Engage to drive data-driven DOOH campaigns on the latter’s 100.000 digital billboards in 25 countries. Adsquare aggregates spatial data, mobile audience data and movement data, allowing marketers to combine these data types for improved campaign planning, programmatic DOOH activation, multi- device retargeting, measurement and insights.

Adsquare provides access to millions of points of interest, census data as well as audience data including interests, brand affinities, place visitations and validated demographics that are optimised to outperform industry benchmarks. The TPS Engage open platform will allow customers to plan their campaigns using Adsquare’s data.

Through this partnership, advertisers can use privacy-compliant Adsquare segments to cross-reference TPS Engage connected screens and reach consumers with a higher affinity for certain categories, such as retail, FMCG, CPG, automotive and more.

“Data and flexibility are the key drivers of DOOH in 2020. With the COVID-19 pandemic still taking a toll on traditional media buyers, we’ve seen more and more advertisers push for data accountability and planning possibilities for Digital Out of Home. Partnerships like the one we’re announcing with Adsquare are a huge step forward in transforming the industry into a more data-driven one” said Bogdan Savonea, TPS Engage CEO.

“The demand for data in OOH has skyrocketed in the past nine months and we’re thrilled to be working with specialsed DSPs such as TPS Engage in order to help the industry fulfill this growing demand. Just like online advertising, OOH now has the possibility to be treated like a more flexible marketing channel – this has been possible through smarter, data-driven solutions,” said Tom Laband, CEO & Co-Founder at Adsquare.