Kantar and Adsquare partner on local ads

The partnership will allow advertisers to pinpoint audiences in specific locations using Kantar’s TGI data set, which identifies consumer behaviours, attitudes and media consumption, and use this to inform digital campaigns.

The geo-targeted audiences are available through a range of online data management and demand-side platforms, with brands also able to advertise to people through their mobiles and out-of-home assets. 

The audience segments in the tool allow identification-free targeting based on opt-in consumer data. 

Sarah Sanderson, managing director at Kantar TGI, said: “Thanks to this partnership with Adsquare, we are enhancing Kantar TGI’s capabilities again to plug the gap – allowing advertisers to engage local audiences right down to the postcode level to transform campaign efficiency. 

“From people who enjoy ready meals, to those who like to pay for things using crypto, there is a richness of insight across behaviours and attitudes that advertisers can leverage to deliver highly targeted and effective marketing.”

Tom Laband, chief executive and co-founder at Adsquare, said: “This partnership opens up a huge variety of new opportunities for anyone seeking to target almost any kind of consumer audience which offers greatest impact without the use of online identifiers.

“We are delighted to expand our offering to include Kantar’s TGI consumer data, giving our clients additional options for ID-free targeting solutions.”