• by Ray Schultz , May 22, 2024

Technology firm PubMatic has formed a data collaboration with Adsquare, a global location intelligence platform. 

The goal is to drive “value for every player in the advertising ecosystem in a privacy-first way,” says Mark Williams, senior director, audience & commerce solutions EMEA and US at PubMatic.

The collaboration links PubMatic’s publishing partners and buy-side relationships with Adsquare’s data sets. 

Media buyers will gain access to demographics, interests, affinities, and purchase intent data sets, the companies say. 

For their part, publishers will benefit from the ability to more effectively package and sell their inventory and data. And advertisers can leverage PubMatic’s global ad inventory and its audience targeting capabilities.

The partnership will lead to performance metrics such as increased ROI, higher engagement, and stronger brand affinity, the firms say. In addition, it prioritizes compliance with global and local privacy regulations.

“By working in tandem, Adsquare and PubMatic empower advertisers to deliver relevant messaging and high-quality experiences to consumers no matter where they are in the world or which device they are using,” said Tom Laband, CEO & co-founder of Adsquare. 

Laband adds, “Together, we are giving publishers and advertisers a reliable, scalable, cookie-free way to increase addressability across the open internet and, in turn, to maximise the positive impact that advertising has.”