Teralytics

Teralytics versorgt Adsquare mit Mobilitätsdaten

Teralytics has partnered with Adsquare to supply anonymized mobility data through Adsquare’s self-service platform. The collaboration aims to help brands understand rapidly changing mobility trends while prioritizing privacy. Teralytics collects insights from anonymized mobile data and aggregates them to population-level insights that remain GDPR-compliant, including analyses based on networks such as Telefónica to assess the effectiveness of measures like curfews. Advertisers using the Adsquare platform will be able to understand how people travel and how mobility preferences evolve, enabling more relevant messaging in the right places and times. Georg Polzer, Head of Partnerships at Teralytics, emphasizes privacy-centered location intelligence, while Maria Botelho, Adsquare’s VP Data Partnerships, notes that mobility data can better reach consumers in the physical world without sacrificing privacy, with datasets that operate independently of advertising IDs.

Adsquare and Teralytics Partner to Help Brands Understand Where Their Customers Are - ExchangeWire.com

Adsquare, a global location intelligence company, announced a strategic partnership with Teralytics to enable brands to leverage human mobility insights for out-of-home (OOH) planning and programmatic DOOH activation in Germany. The collaboration combines Teralytics' anonymised mobile network data, which provides current mobility trends at the population level, with Adsquare's self-service platform, giving advertisers access to mobility patterns and potential shifts in how people travel. The aim is to help marketers deliver relevant messaging in physical spaces while maintaining privacy, with mobility insights being derived independently of online identifiers. Georg Polzer, head of partnerships at Teralytics, emphasized the privacy-first approach and the value of actionable mobility data for brands. Maria Botelho, Adsquare's VP of data partnerships, reiterated that the new spatial datasets enable understanding and reaching consumers in the physical world without compromising data privacy. The partnership focuses on the German market and demonstrates ongoing interest in closing the gap between mobility data and media activation.

OOH – Harnessing the Power of Audience Location Intelligence - ExchangeWire.com

Geolocation data is expanding the out-of-home (OOH) industry’s ability to target, measure, and attribute advertising effectiveness in real time. The article highlights Geopath’s migration from a legacy system to the MORE methodology, developed in partnership with Streetlytics, which uses data from millions of mobile devices, connected cars, and GPS to measure aggregated, anonymous movement of the US population. The Outdoor Advertising Association of America (OAAA) reports historic OOH revenue highs with 27 consecutive quarters of growth since the recession. Location data enables sophisticated audience targeting beyond demographics, including behavioral indicators such as fast-food spend, university enrollment plans, and car-purchase intent. It also covers mobile retargeting via mobile-extension programs, real-time and context-based DOOH creative optimization, and attribution approaches for KPI lift. The piece notes data quality considerations, citing a Forbes article that up to 90% of mobile ad location data may be wrong.