• by Tobi Elkin  @tobielkin, February 7, 2017

Mobile data exchange adsquare on Tuesday said it’s making region-based consumer insights from global research firm GfK available on its platform. In addition to global insights, GfK offers local market intelligence.

Adsquare said that the GfK data will offer advertisers and their agencies real-time access to detailed local insights on financial market segments, consumer styles, and purchasing power for up to 60 retail product lines.

“At adsquare, our mission is to make all data—mobile, online, and offline— available for mobile programmatic campaigns. The partnership with GfK enables advertisers to use data such as purchase behavior, financial status, and automotive preferences for targeting, with precision and at scale,” Tom Laband, CEO and Co-Founder, adsquare, told Real-Time Daily via email.

The offering will be available in 12 markets, including core European countries and the U.S. Advertisers and their agencies can access the data via adsquare’s self-service Audience Management Platform, use it for advanced audience modeling, and activate the segments on their preferred programmatic buying platform.

The company said its platform offers a secure and transparent environment for audience data. The anonymous user data can be enriched automatically with GfK's statistical target group and market potential data. GfK’s data is region-based (i.e., anonymous and aggregated) and aligns with applicable privacy laws.