As part of the deal, Adsquare data will be implemented into the One platform – AOL’s programmatic offering – to boost publisher ad sales. More specifically, publishers can now increase their advertising prices because they can offer additional data. In addition, advertisers will benefit from the implementation by being able to tap Adsquare first-party data as part of One.
That means a brand can now serve mobile ads to consumers who have previously shopped at their store. Indeed, the Adsquare data exchange aggregates location data as well as mobile IDs and retail purchase insights from 360 million users.
The full scope of the deal is being announced at the MWC this week.
Alex Timbs, Head of data and attribution for AOL International said:
“By bringing Adsquare’s data on board, we are enhancing our already strong ability to deliver quality, scalable, holistic audiences for advertisers to reach and for publishers to monetize. Our open philosophy means we can offer multiple data sets to help advertisers build powerful brands and publishers to grow revenues.”
The AOL partnership spans 12 markets, including the US, UK, Spain and Germany. In addition, the mobile data is powering ads across AOL’s own sites.