Mobile-first data exchange Adsquare has launched its real-time location-based targeting offering around the world, bringing it to 60 countries across the Americas, EMEA, and APAC. Proximity Targeting enables advertisers and media agencies to target consumers based on their location in the present moment.

The product is based on offline data describing a geographical context in which users live, work, and move. Adsquare applies this data to users’ locations in real-time using its proprietary pre-bid integrations with demand side platforms (DSPs) globally. The company ensures that product is GDPR-compliant by nature because no personal data is required.

Proximity Targeting can be accessed by buyers via Adsquare’s Audience Management Platform (AMP), a self-service tool integrated with DSPs.

One of Adsquare’s customers already benefitting from the product is Vodafone, which runs drive-to-store campaigns via the mobile data exchange.

“Proximity targeting has become a key strategy for us and Adsquare helps us to leverage the best-in-class datasets,” said Sven Stuehmeier, group leader digital & tech at Vodafone.

Adsquare, founded in 2012, enables data providers to upload segments connected to lat/long, polygons, or any other geometry of choice in self-service. It also gives providers a way to manage how the data is displayed and control how it is monetised via Adsquares public or private marketplace.

Its data partners include Here, Experian, Acxiom, Mastercard, WeatherFX by IBM, and Spatial.ai, to name a few.

“Advertising that is customised to the geographical context of users leads to a higher brand impact and boosts drive-to store campaigns,” said Tom Laband, CEO and co-founder of Adsquare. “As a data marketplace, we give our clients the choice to work with best-in-class partners, depending on their intended use case.”