IRI and Adsquare announce partnership


IRI and Adsquare, the real-time data exchange, announce their data partnership. Via Adsquare, digital marketers are now able to make use of IRI purchase data for more effective OOH planning and programmatic media buying in the UK.  IRI’s granular purchase data shapes decisions at FMCG, over-the-counter health care, retail and media companies across the globe and continues to help them personalise their marketing and grow their business.

Adsquare, makes available the IRI Liquid DataⓇ datasets in its Audience Management Platform (AMP). The Adsquare AMP is a self-service platform bringing together data providers and advertisers in a secure and transparent way. The platform is integrated with all leading media buying platforms and can be applied to all programmatic channels - web, mobile, audio, CTV and OOH.

IRI data is available 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 via Adsquare’s pre-bid integrated DSPs, users 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.

To link IRI’s offline spatial data to Mobile Advertising IDs, IRI relied on Adsquare’s location data graph. Adsquare helps data providers to connect offline data to Mobile Advertising IDs using location as the onboarding connector. The Adsquare algorithm analyses mobile movement data and identifies users’ home and work locations. The underlying movement data consists of consented background location data derived from mobile applications that have installed a Software Development Kit (SDK) allowing for this use case under Europe’s strict privacy regulations.  

Carl Carter, Marketing Effectiveness Director at IRI said; “It has been an amibition of the business to be able to fuel more effective and efficient Media spend further up the media planning and activation process. Working with AdSquare will realise this amibition and allows Brands and their agencies to plan and buy with the confidence that their Media spend is optimised for success before it is even live!”

Andy Beames, General Manager at Adsquare, comments: “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.”


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