Adsquare
Location intelligence platform for programmatic activation and measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- adsquare GmbH
- Entity type
- COMPANY
- Founded
- 2012
- Headquarters
- Saarbrücker Str. 36 10405 Berlin Germany
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- adsquare.com
What Adsquare does
Adsquare operates a B2B software-and-data model. It packages proprietary location and audience intelligence into a unified platform and modular products for analytics, activation, measurement and attribution. Value is created by turning consented mobile SDK signals into audience segments, planning insights, store-visit measurement and data feeds that can be used inside existing programmatic workflows. Rather than owning media inventory, the company plugs into DSPs and external platforms, enabling customers to use Adsquare data and measurement inside their current buying stack.
Category differentiation
Adsquare is a B2B location intelligence and measurement platform for advertisers and adtech partners, not a consumer app or media owner. It is closer to a data and analytics vendor than to a full-service agency or a standalone DSP.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Adsquare is a German B2B adtech and data company focused on location intelligence for programmatic advertising. Its core product, OnePlatform, brings together audience analytics, data activation, measurement and attribution, allowing advertisers, agencies, trading desks and platform partners to plan, activate and assess campaigns using consented SDK-derived location data. The company also distributes data feeds into external programmatic systems and supports campaign execution through DSP integrations rather than acting as a media owner or agency. The business generates revenue through software access, data licensing and usage-based fees linked to audience activation, measurement and attribution. Its customers are business buyers on the demand side of advertising and adjacent adtech/data partners that need privacy-compliant audience intelligence, footfall analytics and drive-to-store measurement across channels such as display, CTV and DOOH.
Company news briefing
Briefing updated:
Adsquare continues to champion the "outcomes era" by addressing the online-to-offline measurement gap through AI-driven predictive audience models. The company's geographic reach has widened as NIQ expands its GeoPurchase audiences—accessible via Adsquare—into Belgium and Indonesia. Furthermore, Adsquare’s measurement capabilities are increasingly utilised across emerging channels, serving as a key brand-lift partner for Michael Kors’ German digital out-of-home campaign and supporting lower-funnel digital audio performance tracking.
Business model & monetisation
Adsquare monetises through a mix of SaaS licensing, data-as-a-service and usage-based commercial models. Customers pay for access to OnePlatform and specific modules, while activation and data-feed revenues are tied to audience segment delivery, DSP activation volume or campaign usage. Measurement and attribution revenues are likely linked to campaign volume, geography, reporting depth or store-visit analysis. The company also operates a marketplace-style revenue stream by distributing partner data and taking a margin or revenue share from data monetisation on the platform.
- Platform access to OnePlatform and modules
- SaaS / software subscription
- Audience activation and segment distribution
- Usage-based data activation fees
- Measurement and attribution
- Campaign- or volume-based pricing
- Data feeds for platform partners
- Licensing or API/data delivery fees
- Partner data monetisation
- Marketplace margin or revenue share
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
adsquare GmbH
IAB vendor record: 66
- Cookies declared
- No
- Non-cookie access declared
- No
- Declared purpose IDs
- 2, 3, 4, 5, 6, 7, 8, 9, 10, 11
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 3
- Declared special feature IDs
- 1
Products & market categories
Featured market maps
- Digital Out of Home Map Germany
This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Digital Audio Expands Into Lower-Funnel Performance Marketing
Audio · Recorded impact score: 2/5
In an interview with ADZINE, Ina Börner explains how digital audio advertising is moving beyond its traditional branding role into measurable performance marketing across the mid and lower funnel. She clarifies that digital audio encompasses not only classic audio spots but also sponsored ads, host-read ads, and podcasts, and that 'performance' does not automatically mean purchase—measurable outcomes are key. Börner details how her company works with third-party measurement partners such as Okube, Veritonic, Adsquare, Yougov, and Happydemics to measure ad recall, consideration, drive-to-web, drive-to-store, and purchase effects. She emphasizes that creative quality is critical and discusses the use of AI for targeting, contextual analysis, and creative review, as well as Dynamic Creative Optimization to tailor spots by time, audience, and usage context. The company currently still uses human voices for production.
- Digital audio advertising can be deployed for mid- and lower-funnel performance goals with measurable outcomes.
- Measurement partners include Okube (drive-to-store/purchase), Veritonic (measurement), Adsquare (geo-data), Yougov (brand surveys), and Happydemics (brand lift).
The Outcomes Era: Tying Media Spend to Real Outcomes
Measurement & Analytics · Recorded impact score: 3/5
Tom Laband of Adsquare argues the advertising industry is in an "outcomes era" where every marketing investment — brand or performance — must prove commercial impact. Performance measurement matured through affiliate marketing, CPC and programmatic systems, while brand activity historically relied on soft proxies; that distinction is collapsing as CFOs demand hard KPIs. Measurement is being complicated by signal erosion from GDPR, Apple’s App Tracking Transparency and the decline of third-party cookies. Partial fixes include clean rooms, CDPs, MMM and retail media (which embeds purchase outcomes in inventory), but most transactions still occur offline. Laband identifies the online-to-offline measurement gap as the key frontier and highlights AI-driven predictive audience models and synthetic control experiments as next steps to connect media dollars to real-world business outcomes.
- Author Tom Laband (Adsquare) says the industry is in an "outcomes era" where all marketing must demonstrate commercial impact.
- Performance marketing historically became measurable via affiliate marketing, cost-per-click models, Google Analytics and programmatic bidding.
Explore company relationships
Questions about Adsquare
What is Adsquare?
Adsquare is a B2B location intelligence platform for programmatic advertising, offering analytics, activation, measurement, attribution and data feeds.
Who uses Adsquare?
Advertisers, media agencies, trading desks, media planners, analysts and adtech platform partners use Adsquare to target, measure and analyse campaigns.
How does Adsquare make money?
Adsquare makes money through software subscriptions, data licensing, activation fees, measurement pricing and marketplace-style revenue share on distributed datasets.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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