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Unacast is currently the world’s largest network of proximity data and the creator of the “Real World Graph.” Now the company has made a move that illustrates how it’s vying for king of the data mountain.

The big news? Unacast will partner with adsquare, a neutral mobile data exchange for advertisers and media buyers, with the goal of leveraging proximity data to solve for the fragmentation of the location eco-system.

This partnership means brands will now be able to add a more precise level of personalization, timeliness, and effectiveness to their mobile marketing campaigns, according to a Unacast media release.

“There is a problem with fragmentation and adsquare shares our goal of helping the demand side navigate in a complex ecosystem with hundreds of different location players,” explained Chris Cunningham, Unacast’s Chief Revenue Officer. “With Unacast, brands and marketers are able to make the most informed decisions when it comes to interacting with customers online and in-store.”

Understanding the multilayered touch points along the path to purchase is critical in today’s market. adsquare will now leverage Unacast’s proximity platform, anchored by their “Double Deterministic” data, for attribution and retargeting at scale. Bottom line: Unacast’s data picks up consumer behaviors in the physical world and mirrors the accuracy of data collection in the online world.

“Consumer shopping habits will continue to evolve and our goal is to provide marketers with a platform that lets them leverage scaleable first-party, accurate proximity data,” said Tom Laband, the CEO and a co-founder of adsquare. “Unacast shares our passion and values the accuracy of location data over scale.”

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