Digital marketers are now able to make use of IRI purchase data for more effective OOH planning and programmatic media buying in the UK.

We’re excited to share news about our data partnership with Adsquare, the real-time data exchange. IRI Liquid DataⓇ datasets will now be available in Adsquare’s Audience Management Platform for seamless activation in your DSP of choice and can be applied to all programmatic channels – web, mobile, audio, CTV and OOH.

Adsquare operates a globally leading mobile data marketplace, the “Audience Management Platform”, to provide advertisers and agencies with targeting, measurement and insights solutions.

Enhanced targeting = efficient media buying = less waste + improved ROI

Media buyers and planners can access this data as part of Adsquare’s Real-Time Proximity Targeting and Audience Targeting. Proximity Targeting is based on spatial data describing the context of your geographical area of choice. Once activated, consumers can be reached based on their location at the moment of ad impression. Audience Targeting is based on audience data connected to Mobile Advertising IDs and so enables users to be reached at any time.

Andy Beames, General Manager at Adsquare, comments on the partnership: “I have been a fan of IRI and the impressive breadth and depth of their data and analytics in the FMCG space for many years. I'm delighted to now be partnering with them to bring brands and advertisers their market-leading data for both cross-channel planning and buying.”

Click here for more information on the partnership